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    This chapter discusses the development of communication theory from ancient Greece to modern models. It describes Aristotle's influential work on rhetoric and the canons of rhetoric developed by Cicero. Later, models by Schramm, Berlo, McCroskey, Ruesch and Bateson, and Westley-MacLean expanded on basic elements of the communication process and analyzed communication on intrapersonal, interpersonal, group, and cultural levels. The rhetorical tradition established foundations of communication theory, while descriptive models further developed understanding of the communication process.

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    This chapter discusses the development of communication theory from ancient Greece to modern models. It describes Aristotle's influential work on rhetoric and the canons of rhetoric developed by Cicero. Later, models by Schramm, Berlo, McCroskey, Ruesch and Bateson, and Westley-MacLean expanded on basic elements of the communication process and analyzed communication on intrapersonal, interpersonal, group, and cultural levels. The rhetorical tradition established foundations of communication theory, while descriptive models further developed understanding of the communication process.

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    25 views15 pages

    Lecture 3 CHPT 3 Development of Approaches

    Uploaded by

    Toni Cervantes
    This chapter discusses the development of communication theory from ancient Greece to modern models. It describes Aristotle's influential work on rhetoric and the canons of rhetoric developed by Cicero. Later, models by Schramm, Berlo, McCroskey, Ruesch and Bateson, and Westley-MacLean expanded on basic elements of the communication process and analyzed communication on intrapersonal, interpersonal, group, and cultural levels. The rhetorical tradition established foundations of communication theory, while descriptive models further developed understanding of the communication process.

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    of 15

    Chapter 3

    The Development of Approaches to Communication

    The Rhetorical Tradition: Developing Communication Theory


    Rhetorical Pedagogy
    Aristotles Rhetoric
    Very insightful book on persuasion three parts Defined rhetoric as persuasion.

    Cicero
    Influenced by Aristotle Created the canons of rhetoric & rhetorical theory. Wrote books on rhetoric, impacting education across Rome; De Oratore

    Basic Rhetorical Concepts


    Canons of Oratory
    Invento/Invention Dispositio/Arrangement Elocutio/Style Memoria/Memory Pronuntiatio/Delivery

    Canons of Oratory
    Invento/Invention
    Types of Oratory
    Forensic speaking Deliberative speaking Epideictic oratory

    Developing Arguments
    Koinoi topoi Eide topoi Enthymeme

    Canons of Oratory
    Invento/Invention (cont)
    Aristotles Forms of Proof
    Ethos source credibility Pathos emotional appeals Logos -- argument

    Canons of Oratory
    Dispositio/Arrangement
    Arrangement for Roman Oration
    Exordium Narratio Partitio Confirmatio Refutatio

    Peroratio

    Canons of Oratory
    Elocutio/Style
    3 Levels of Language Style
    Plain Middle Grand

    Literary figures of speech were taught


    Energia

    Basic Functions of Discourse


    To inform To please To persuade

    Canons of Oratory
    Pronuntiatio/Delivery
    Regulation of voice and gestures Varying rate, volume, and pitch Using non-dramatic gestures

    Systematic evaluation of speech delivery Developed into the study of nonverbal communication.

    Canons of Oratory
    Memoria/Memory
    Highly prevalent in the self-help market
    Memory improvement

    Used vivid imagery to remember a speech

    Descriptive Models of Communication


    The Schramm Model of Communication
    Most basic model of communication First to introduce basic elements of communication
    Encoding Decoding Feedback

    Missing noise element

    Descriptive Models of Communication


    Berlos SMRC Model of Communication
    4 key elements exemplify models of communication.
    Source Message Channel Receiver

    Treated 5 senses as channels of communication; key concept process.

    Descriptive Models of Communication


    The McCroskey Model of Communication
    More complete model of communication process
    Noise element expanded to encoding and decoding (intrapersonal noise)
    For the source and receiver In the primary channel In the feedback channel

    Feedback
    Feedback-induced adaptation

    Descriptive Models of Communication


    The Ruesch and Bateson Model
    Concerned with communication functions
    Evaluating
    Receiver evaluates source
    Message content Nonverbal behaviors

    Source evaluates receiver


    Audience analysis

    Sending Channeling Receiving

    Descriptive Models of Communication


    The Ruesch and Bateson Model (Cont)
    4 Levels of analysis
    Intrapersonal Interpersonal Group Cultural

    Descriptive Models of Communication


    The Westley-MacLean Model
    Mediated or mass communication context Includes intermediary in the communication process, between:
    Original source Ultimate receiver Intervening individuals
    Gatekeeper

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