Podcast
Questions and Answers
Which tradition of communication theory, as identified by Robert Craig, focuses primarily on communication as interpersonal influence?
Which tradition of communication theory, as identified by Robert Craig, focuses primarily on communication as interpersonal influence?
- The cybernetic tradition
- The critical tradition
- The socio-psychological tradition (correct)
- The rhetorical tradition
According to the socio-psychological tradition, what is a primary goal of persuasive communication?
According to the socio-psychological tradition, what is a primary goal of persuasive communication?
- Altering cultural perceptions
- Achieving mutual understanding
- Establishing social norms
- Attitude change (correct)
The socio-psychological tradition considers the individual as a:
The socio-psychological tradition considers the individual as a:
- Cultural subject
- Social being (correct)
- Political agent
- Rhetorical entity
Which area is NOT considered a key area of study within the socio-psychological tradition?
Which area is NOT considered a key area of study within the socio-psychological tradition?
A researcher wants to study how exposure to different types of media messages affects voters' political preferences. Which communication tradition would be most suitable for this study?
A researcher wants to study how exposure to different types of media messages affects voters' political preferences. Which communication tradition would be most suitable for this study?
Which of the following questions aligns most closely with the research interests of scholars working within the socio-psychological tradition?
Which of the following questions aligns most closely with the research interests of scholars working within the socio-psychological tradition?
Carl Hovland and his Yale team are most closely associated with which communication tradition?
Carl Hovland and his Yale team are most closely associated with which communication tradition?
According to the socio-psychological tradition, what is the likely goal in a communication scenario?
According to the socio-psychological tradition, what is the likely goal in a communication scenario?
In the socio-psychological tradition of communication, what is considered vital for opinion shift?
In the socio-psychological tradition of communication, what is considered vital for opinion shift?
Which concept, central to the cybernetic tradition, is described as an impediment to information transmission?
Which concept, central to the cybernetic tradition, is described as an impediment to information transmission?
Claude Shannon's work in the cybernetic tradition primarily focused on what aspect of communication?
Claude Shannon's work in the cybernetic tradition primarily focused on what aspect of communication?
According to the cybernetic tradition, information is defined as the:
According to the cybernetic tradition, information is defined as the:
Which question aligns with the 'semantic problem' as defined within the three levels of communication challenges?
Which question aligns with the 'semantic problem' as defined within the three levels of communication challenges?
Which communication challenge focuses on whether the received information leads to the desired outcome or action?
Which communication challenge focuses on whether the received information leads to the desired outcome or action?
Norbert Wiener, who coined the term 'cybernetics,' viewed communication primarily as a system of:
Norbert Wiener, who coined the term 'cybernetics,' viewed communication primarily as a system of:
What is a key consideration when evaluating a person's tolerance of different viewpoints, according to the provided content?
What is a key consideration when evaluating a person's tolerance of different viewpoints, according to the provided content?
Which of the following best exemplifies the rhetorical tradition's emphasis on the beauty of language?
Which of the following best exemplifies the rhetorical tradition's emphasis on the beauty of language?
How does the concept of 'proper meaning superstition,’ as described by Ivor Richards, challenge traditional views of communication?
How does the concept of 'proper meaning superstition,’ as described by Ivor Richards, challenge traditional views of communication?
In the semiotic tradition, what is the significance of the indirect relationship between a symbol and its referent?
In the semiotic tradition, what is the significance of the indirect relationship between a symbol and its referent?
How might an orator trained in the rhetorical tradition approach a modern political debate?
How might an orator trained in the rhetorical tradition approach a modern political debate?
If a person's past experiences strongly influence their understanding of the word 'home,' which element of the semantic triangle is most directly involved?
If a person's past experiences strongly influence their understanding of the word 'home,' which element of the semantic triangle is most directly involved?
Which of the following scenarios best illustrates the application of the semiotic tradition to understanding communication?
Which of the following scenarios best illustrates the application of the semiotic tradition to understanding communication?
A public speaker aims to inspire their audience to support a charity. Drawing from the rhetorical tradition, which strategy would be most effective?
A public speaker aims to inspire their audience to support a charity. Drawing from the rhetorical tradition, which strategy would be most effective?
In what way does the semiotic tradition broaden our understanding of communication beyond the perspective offered by the rhetorical tradition?
In what way does the semiotic tradition broaden our understanding of communication beyond the perspective offered by the rhetorical tradition?
Flashcards
Seven traditions of communication theory
Seven traditions of communication theory
Seven established frameworks for understanding communication proposed by Robert Craig.
Socio-psychological tradition
Socio-psychological tradition
Focuses on interpersonal influence and how persuasive communication affects attitudes and behaviors.
Cognitive area in SPT
Cognitive area in SPT
Refers to how individuals think and understand information within the socio-psychological tradition.
Biological area in SPT
Biological area in SPT
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Behavioral area in SPT
Behavioral area in SPT
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Persuasion in communication
Persuasion in communication
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Attitude change goal
Attitude change goal
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Conditions for persuasion success
Conditions for persuasion success
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Persuasive Variation
Persuasive Variation
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Source Credibility
Source Credibility
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Cybernetics
Cybernetics
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Feedback in Communication
Feedback in Communication
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Information as Uncertainty Reduction
Information as Uncertainty Reduction
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Communication Challenges
Communication Challenges
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Noise in Communication
Noise in Communication
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Shannon's Model of Communication
Shannon's Model of Communication
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Rhetorical Tradition
Rhetorical Tradition
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Public Address
Public Address
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Oratorical Training
Oratorical Training
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Efficacy of Public Address
Efficacy of Public Address
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Semiotic Tradition
Semiotic Tradition
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Symbol
Symbol
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Referent
Referent
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Semantic Triangle
Semantic Triangle
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Study Notes
Lecture 4: The Seven Different Traditions of Communication Theory - 1
- Lecture focuses on seven different traditions of communication theory
- Understanding Communication Theory is the course title
Lecture Learning Outcomes
- Students will be able to identify and understand the seven traditions of communication theory
- Students will be able to distinguish between the different features of these traditions
- Students will be able to apply each of the traditions to real-world communication situations.
Introduction
- Different views on communication exist amongst scholars
- Communication is a practical discipline
- Theories are developed to address real-world problems (Robert Craig)
- Seven established traditions of communication theory are identified by Craig
The Seven Traditions
- Socio-psychological tradition - communication as interpersonal influence
- Cybernetic tradition - communication as information processing
- Rhetorical tradition - communication as artful public address
- Semiotic tradition - communication as the process of sharing meaning through signs
- Socio-cultural tradition
- Critical tradition
- Phenomenological tradition
1. The Socio-psychological Tradition
- An example of the scientific perspective
- Associated with Carl Hovland and the Yale team
- Study of the individual as a social being
- Aims to understand how persuasive communication affects attitude change (Carl Hovland, 1912-1961)
- Cognitive, Biological, and Behavioral aspects are important in this areas
2. Three Key Areas of the SPT Tradition
- Cognitive - how individuals think
- Biological - individual's personality traits
- Behavioral - how we act in communication situations based on past experiences
1. SPT - Communication as Interpersonal Influence
- SPT's goal is to explain factors influencing persuasion
- Exploring: under what conditions are persuasive messages successful?
- Attitude change is the key to persuasive communication
1. SPT - Communication as Interpersonal Influence (continued)
- Key objectives of the theory include:
- Likelihood of a person changing their position
- Direction of attitude change
- Tolerance of other perspectives
- Level of commitment to one's position
1. The Socio-Psychological Tradition - Communication as Interpersonal Influence (continued)
- Three separate factors affecting persuasive variation are explored (who sends the message, what the message is about, and whom the message is for)
- Source credibility is important for opinion shifts
2. The Cybernetic Tradition - Communication as Information Processing
- Norbert Wiener coined the term "cybernetics"
- Communication is a system of information processing
- Feedback is crucial for information processing
- Noise hinders information processing
2. The Cybernetic Tradition - Communication as Information Processing (continued)
- Claude Shannon: communication as information processing
- Focus on technical efficiency, not the meaning of a message
- Information is the decrease in uncertainty
2. The Cybernetic Tradition - Communication as Information Processing (continued)
- Information as the reduction of uncertainty
- Noise reduces the information capacity of a channel
- Theorists aim to remove communication issues
2. The Cybernetic Tradition - Communication as Information Processing (continued)
- Three levels of communication are challenging
- How accurately is information transmitted from source to receiver? (technical issue)
- How accurately do messages convey the desired meaning? (semantic issue)
- How effective is generated conduct or response? (effectiveness issue)
3. The Rhetorical Tradition
- Effective and persuasive speaking or writing is appreciated
- Communication is seen as the skill of public address
- All available tools of persuasion and argument are used
- Ideas are well-organized
- Words and delivery styles are carefully chosen
3. Six Features of the Rhetorical Tradition
- Speech distinguishes human beings from animals
- Public address is effective
- Speakers intend to persuade large audiences
- Oratorical training is vital for leaders
- Language's power to move people is impactful (emotional impact, stirring of action)
- Rhetoric historically was for male speakers
4. The Semiotic Tradition
- The study of signs in human communication is studied
- Key scholars include Ivor Richards, Charles Ogden, Ferdinand de Saussure, and Charles Pierce
- The idea that words have precise meaning is not universally accepted
- Meaning resides in individuals, not just words
4. The Semiotic Tradition (continued)
- Words are symbols
- Anything that carries a meaning is a symbol
- Symbols connect with referents indirectly
- A "sign" comprises a "signifier" (form) and a "signified" (meaning).
- Signs are both signifier and signified
4. The Semiotic Tradition (continued)
- Reference refers to past memory and past experiences
- The referent is a physical object
- Symbol is the word that triggers thoughts about the referent
4. The Semiotic Tradition (continued)
- Different types of signs exist (icon, index, and symbol)
- Denotation refers to the literal meaning of words
- Connotation refers to implied meanings associated with words
4. Examples of Signifier and Signified
- Red rose with green stem - signifier implies passion or love; signified suggests what the rose stands for
- Brown cross - signifier; Christianity - signified (religious symbol)
- Heart - signifier; love and affection - signified
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Description
Explores Robert Craig's seven traditions of communication theory. Focuses on interpersonal influence, information processing, and rhetoric. Students will learn to identify, distinguish, and apply these traditions to real-world communication scenarios in Understanding Communication Theory course.
