Communication Theories and Concepts

Communication Theories Overview

• Communication is derived from the Latin word "communis," meaning "common" or "shared understanding."
• It's defined as a purposeful effort to establish commonness between a source and a receiver.
• Communication is essential for human survival, akin to food and water.
• It differentiates the living from the non-living.
• Communication involves the transmission of messages from a sender to a receiver.
• Different disciplines (psychology, sociology, medicine, philosophy) define communication based on their perspectives.

Theory Overview

• Etymology: Originates from the ancient Greek word "theoria," referring to contemplation, observation, or speculation.
• Evolution of Meaning: Philosophical and intellectual pursuits (Ancient Greece) to scientific explanations and empirical testing (Modern Science).
• Characteristics of Modern Theories: Reliable, comprehensive forms of knowledge; testable, supported, disproven, or falsified; distinct from hypotheses.
• Theory vs. Model: Theory explains phenomena ("why"); Model simplifies concepts for visualization and testing.

Communication Theories: In General

• Communication Theories: Explain "why" people communicate as they do. (e.g., Social Exchange Theory explains communication aimed at mutual benefits).
• Communication Models: Visual or step-by-step representations of communication processes. (e.g., The Shannon-Weaver Model).
• Purpose: Theories focus on understanding and predicting phenomena; Models aid in visualization, study, or testing of complex systems.

Objective Theories of Communication

• Definition: Focuses on observable and measurable aspects of communication; aims to describe, explain, and predict communication phenomena using empirical data.
• Nature: Based on objective truths, studying communication occurrences without personal beliefs or feelings.
• Key Characteristics: Relies on data collection, experimentation, and scientific analysis; analyzes how messages are sent, received, and understood, including different communication patterns (e.g., one-way or two-way).
• Assumptions: Communication follows universal laws; regularities exist in communication behavior that can be predicted.

Interpretive Theories of Communication

• Definition: Explores subjective aspects of communication; focuses on how individuals create and interpret meaning within cultural, social, and personal contexts.
• Nature: Studies communication as a process of meaning-making.
• Key Characteristics: Subjectivity; role of culture and context; complexities of interaction.
• Assumptions: Communication is about creating meaning, not just transmitting information; the interpretation of messages depends on personal, cultural, and social factors.

Differences Between Objective and Interpretive Theories

• Nature: Objective theories are observable and measurable; Interpretive theories are subjective and context-dependent.
• Focus: Objective theories focus on mechanics and patterns; Interpretive theories focus on meaning-making and cultural influences.
• Methodology: Objective theories use empirical research; Interpretive theories use qualitative approaches and social context.
• Assumptions: Objective theories rely on universal truths/principles; Interpretive theories focus on personal and cultural interpretations.

Communication Theories Overview (Including Examples)

• Diffusion of Innovations Theory: Explains how new ideas, products, or technologies spread; predicts why some innovations are adopted.
• Symbolic Interactionism: Explores how people use symbols (words, gestures) to create meaning and how those meanings influence behaviors.

Diversity in Communication Theories

• The Scope of Communication Theories: Diverse and rich in ideas; no universally accepted classification.
• Key Challenge: Theories emerge from various disciplines and contexts, leading to a lack of coherence and standardized terminology.

Four Attempts at Classifying Communication Theories

• Human Communication Theory (Richmond and McCroskey): Two categories- Rhetorical Communication (influence and persuasion); Relational Communication (interaction, relationships, meanings).
• Historical Origin (Löblich and Scheu, 2011): Three approaches - Intellectual (evolution of ideas), Biographical (scholars' experiences), Institutional (contributions from academia).
• Thematic Domains: Examples of themes: Littlejohn and Wood.
• Contexts of Communication: Examples of contexts: Intrapersonal Communication (the self), Interpersonal Communication, Group Communication, Public Communication, Mass Communication.
• Craig's Seven Traditions of Communication Theory: A metamodel for organizing diverse theories into seven traditions (Rhetorical, Phenomenological, Semiotic, Sociopsychological, Socio-cultural, Cybernetic, Critical).
• Why Craig's Classification Is Important: Bridges gaps between theories; recognizes the diverse perspectives of scholars; provides a coherent framework.

Specific Communication Traditions

• Rhetorical Tradition: The art of persuasion, focusing on how language and symbols influence and persuade; (e.g., ethos, pathos, logos).
• Phenomenological Tradition: Focusing on lived experiences and how individuals interpret the world; emphasizes personal perception, subjective understanding, and consciousness in communication.
• Semiotic Tradition: The study of signs and symbols; focuses on how people create and share meanings through signs.
• Sociopsychological Tradition: Explores the interaction between social and psychological factors in communication.
• Sociocultural Tradition: Examines how communication is shaped by culture and social contexts; examines social identities and norms.
• Cybernetic Tradition: Views communication as a systematic process; focuses on information processing and control.
• Critical Tradition: Uses communication to critique and challenge power structures, biases, and injustices; advocates for equity.

Social Penetration Theory

• Definition: The process of developing deeper intimacy through self-disclosure and vulnerability.
• Metaphor: Personality is like an onion, with superficial layers being easily revealed; deeper layers require trust and effort.
• Key Idea: Relationships deepen as individuals share progressively more personal information.
• Key Components: Rate of penetration (speed of disclosure); Depth (level of intimacy).
• Factors Influencing Social Penetration: Disclosure, Depenetration (when disclosure slows), Perceived Rewards and Risks (benefits + risks), Context and Cultural Norms.
• Critique: Simple framework; oversimplifies complex dynamics; assumes all relationships progress linearly.
• Real-World Applications: Interpersonal Relationships, Workplace Communication, Therapy.

Groupthink

• Definition: Group prioritizes harmony and consensus over critical thinking; suppression of dissent, risks irrational decisions.
• Key Distinction: Groupthink is a negative behavior in a group. whereas Group Thinking is a process inclusive of positive outcomes.
• Symptoms: Illusion of invulnerability; collective rationalization; belief in inherent morality; self-censorship; pressure on dissenters; illusion of unanimity.
• Impact on Decision-Making: Flawed decisions, escalation of commitment, increased vulnerability to external challenges, and diminished creativity.
• Preventing Groupthink: Encouraging open dialogue; appointing a devil's advocate; seeking external input; promoting critical evaluation; maintaining diversity

Organizational Communication

• Definition: The study of communication functions within organizational contexts; covers managing behavior, sharing information, providing feedback, building relationships.
• Functions: Management (directing employee behavior); Feedback (performance evaluations and guidance); Information (facilitating information exchange); Persuasion (motivating employees); Emotional Sharing (allowing expression).
• Modern vs. Classical: Classical communication is formal, rigid, focused on tasks; Modern is flexible, informal, focused on human relations, culture, adaptability).
• Media Richness Theory (MRT): Matches communication media richness to the complexity of tasks (e.g., complex tasks need richer media like face-to-face).

Normative Communication Theories

• Definition: Describe or establish rules and standards for communication ethics; focus on ethical and responsible media practices.
• Purpose: To outline frameworks for media understanding & ethics; guide ethical decision-making.
• Examples: Social Responsibility Theory (media's responsibility to serve the public interest); Authoritarian Theory (media controlled by the government/elite authority).
• Nature and Focus: Prescribe ethical communication principles, rather than simply describing what happens.
• Importance: Guides media professionals in making ethical decisions; helps define responsibilities and evaluate media's role.

Mass Communication

• Definition: Transmission of information, ideas, and messages to a large and diverse audience via various channels (TV, radio, newspapers, social media).
• Scope: Includes journalism, advertising, public relations, and media production, significantly impacting societal perceptions and behaviors.
• Key Theories: Agenda-Setting Theory (media shapes public perception of issues); Cultivation Theory (prolonged exposure to media shapes perceptions of reality); Uses and Gratifications Theory (people actively use media to fulfill needs and gain certain outcomes).

Media Effects Theories

• Definition: Explains how various forms of media influence individuals and society (attitudes, behaviors, beliefs and perceptions).
• Purpose: To understand the relationship between media and its audience and how it affects societal dynamics and decisions.
• Key Theories: Hypodermic Needle Theory (strong media effects, audiences are passive); Two-Step Flow Theory (media influence is mediated by opinion leaders); Selective Exposure Theory (audiences actively select media that aligns with their beliefs).

Two-Step Flow Theory

• Definition: Suggests media influence is indirect and mediated by opinion leaders; identifies the role of opinion leaders as intermediaries between media and the general public.
• Core Idea: Media messages are interpreted and filtered by opinion leaders who then pass on those interpretations to the wider audience.
• Implications: Explains why some media campaigns succeed while others fail.
• Strengths: Highlights the complexity of media effects, and the role of interpersonal communication; explains why direct media exposure alone isn't enough; relevance continues in today's world, with the rise in online influencers and opinion leaders.
• Limitations:assumptions of reliability of opinion leaders; oversimplifying complex media dynamics.

Selective Exposure Theory

• Definition: Individuals tend to select and consume media aligned with their preexisting beliefs and avoid conflicting info.
• Key Components: Confirmation Bias; Avoidance of Cognitive Dissonance (psychological discomfort from conflicting info); Partisan Media & Echo Chambers (information filtered to reinforce existing beliefs; digital age filter bubbles).
• Implications: Media's limited effects; reinforcement of beliefs; polarization of views.