Comm Theories in a Nutshell PDF

🎀 comm theories in a nutshell  ICM / GEED 002 A.Y. ‘24- ‘25 | SEM #1 | MAIN REFERENCE THEORIES DIGEST Agenda-Setting Theory - Maxwell Mccombs and Donald Hypodermic Needle Theory Shaw (1972) The mass m...

🎀 comm theories in a nutshell  ICM / GEED 002 A.Y. ‘24- ‘25 | SEM #1 | MAIN REFERENCE THEORIES DIGEST Agenda-Setting Theory - Maxwell Mccombs and Donald Hypodermic Needle Theory Shaw (1972) The mass media have a direct, immediate and 1. The media shapes reality by filtering what reaches the powerful influence on audiences. View the audience as “passive” audience, highlighting some aspects while ignoring others. 2. The media assigns importance to topics; increased OWN UNDERSTANDING OF HYPODERMIC NEEDLE coverage leads the public to view them as more significant. (E.g, election, natural disasters, etc.) Hypodermic Needle Theory has a direct Give people the sense of urgency influence on an individual and suggests that we “Media tells you what to think but what to think all have the same response sa message. about” Three Parts of Agenda-Setting Theory Uses and Gratification - 1. Media Agenda Setting - the media determines UGT emphasizes how we study media and the agenda for which stories are considered audience behavior. important. We use media to gratify our specific wants and 2. Public Agenda Setting - when the public needs. determines the agenda for which stories are Key reasons people consume media: considered important. - 1. Information- staying informed or 3. Policy Agenda Setting - when both the public learning something new; and media influences the decisions of public - 2.Personal Identity- finding content that policy makers. reflects one’s own beliefs and experiences; Framing Theory - Gregory Bateson (1972) - 3. Social Interaction-connecting with The Framing Theory suggests that how something is others through shared media presented to the audience influences the choices that experiences; people make upon processing the presented - 4. Entertainment-enjoying content for information. Which eventually influences their fun or relaxation. knowledge and actions from the information that they processed from what was presented to them. OWN UNDERSTANDING OF USES AND GRATIFICATION OWN UNDERSTANDING OF FRAMING THEORY Uses and Gratification answers the question Framing Theory is very closely related to Agenda “How do people use media?”. May iba’t ibang Setting Theory kasi it explains how the reasons kung bakit natin ginagamit ang media. information (from Media Agenda Planning) is If na na-gratify ng media yung needs natin, then presented to the audience. Na nagkakaroon ng gagamitin mo siya ulit. influence sa knowledge nila. (Hence, Public Agenda Setting) Speech Accommodation Theory - Howard Giles Social Cognitive Theory - Albert Bandura (1986) SAT basically explains why we change our Learning phenomena can occur by observing speech based on situations or on who we are other people’s behavior and consequences of it talking to. Behavioral, Personal/Cognitive Factor, and Keep in mind that SAT ONLY involves verbal Environmental Factor aspects (our ability to talk). SAT revolves on how we quickly change our OWN UNDERSTANDING OF SCT “pagbigkas, intonation, and other verbal aspects.” One’s behavior may change due to behavioral, cognitive, and environmental factors.  ICM / GEED 002 A.Y. ‘24- ‘25 | SEM #1 | MAIN REFERENCE THEORIES DIGEST Information Manipulation Theory - Steven McCornack Standpoint Theory (1992) What we see depends on “where we are facing” How people strategically manipulate and this determines “how we see things” information to deceive others. (Niloofar, 2018). Moreover, this focuses on how Key Concepts: social positions shape their perspective. 1. Deception: The act of misleading Knowledge is influenced by who you are and someone by distorting or omitting the truth. your social context, not just objective facts. 2. Maxims of communication: Based on Our knowledge depends on who or what group Grice’s Cooperative Principle, these are we belong with conversational norms that people Communication Privacy Management - Sandra Petronio generally follow to communicate (1991) effectively. The theory states that people have control over 3. Violations of maxims: IMT emphasizes sharing information and setting of boundaries how these conversational rules can be violated to deceive. and there should be a mutual agreement with IMT identifies four maxims that can be violated to the people who have a co-ownership of the manipulate information: information. Quantity Maxim: Manipulating the amount of 3 components that make up this theory: information disclosed. 1. Privacy Ownership: A person who has Quality Maxim: Distorting or fabricating ownership of a piece of information information. 2. Privacy Control: The person now can Relation Maxim: Presenting irrelevant information to divert the conversation. share the information and has the Manner Maxim: Using unclear / ambiguous control over people who will have language to conceal information. co-ownership of the information. Obviously, it was done by private Expectancy Violation Theory - Jury Burgoon (1978) interaction to keep the information “Expectancy Violation Theory sees confidential. communication as the exchange of information 3. Privacy Turbulence: When the which is high in relational content and can be information have been shared, there used to violate the expectations of another must be a mutual agreement. The which will be perceived as either positive or conflict or distrust happens when there negatively depending on the liking between the are disagreements among the two people. co-owners on sharing information It explains how people respond to unexpected behavior. If someone acts outside of our Interactional View - Paul Waltslawick (1960) expectations, we evaluate whether that behavior He and his fellow researcher rejected the Linear is positive or negative based on social norms Transmission Model, they picture and our relationship with the person. communication as an orchestra playing without a conductor where each person plays a part, Spiral of Silence - Elizabeth Noelle- Neumann (1974) affecting and being affected by others. (mutually The act of people remaining silent in presenting influence each other). their opinions when they feel their views Communication = Content + Relationship contradict the majority Media Richness Theory - Richard L. Daft and Robert H. Cognitive Dissonance - Leon Festinger (1957) Lengel (1986) explains how individuals experience a Daft and Lengel’s theory aims to explain how the psychological tension when their behavior effectiveness of communication varies based contradicts their thoughts and beliefs. This on the type of medium used. Mediums can be theory suggests that this tension motivates classified as rich and lean, and the choice individuals to change their attitudes in order to between them depends on the complexity of the achieve consistency between their thoughts and message. behaviors.  ICM / GEED 002 A.Y. ‘24- ‘25 | SEM #1 | MAIN REFERENCE THEORIES DIGEST Attribution Theory - Proposed by Fritz Heider (1958), groups and spread to bigger contexts like mass and was developed further by researchers mainly media. Bernard Weiner Social Presence Theory - John Short, Ederyn Williams Attribution theory explains how people interpret and Bruce Christie (1976) behaviors and events, helping them understand Gunawardena in 1995 created a much more why others act as they do. Attribution theory modern explanation ”the degree to which a examines how people explain the causes of person is perceived as a real person in behavior and events. mediated communication” Core Concepts: Social presence is one’s sense of awareness - Internal Attribution: Assigning behavior during an interaction towards the other to personal factors (e.g., character, communication attitude). Cultivation Theory - George Gerbner (mid-1960) - External Attribution: Assigning behavior Television was depicted as the source of media to situational factors (e.g., environment, that influences viewers’ ideas of their reality / circumstances). every day world. Rhetorical Theory - Television does NOT affect our direct thinking, the study of principles and techniques used in but rather the way we view the world. communication to persuade or influence an Cultivation theorists believed that these effects audience. do not occur overnight but rather small, gradual, Key Elements indirect, and need a lot of time. 1. ETHOS - the character and credibility of IMPORTANT: People who are heavy viewers of the speaker or writer. television are more prone to be influenced by 2. PATHOS - the use of emotional appeal these TV programs, news, etc, than those who to influence the audience's feelings. watch television less (light viewers) 3. LOGOS - the logical appeal or reasoning behind the argument Two-Step Flow Theory - Paul Lazarsfeld, Bernard The rhetorical situation consists of several Berelson, and Hazel Gaudet (1944) elements: suggests that the information is passed from 1. Speaker: The person delivering the the media to the opinion leaders to the mass message or argument. audience. Opinion leaders are people who have 2. Audience: The intended recipients of the more exposure to the media and are influential message. to the mass (e.g., social media influencers, 3. Purpose: The goal or objective of the politicians). An opinion leader adds their communication. opinion or own interpretation to the information 4. Context: The circumstances or received from the media, then passes this on to environment in which the the people they are influential with or close communication occurs. with. 5. Exigence: The issue, problem, or event that prompts the need for Muted Group Theory - Kramarae and Edwin Ardner communication. The muted group theory explains why women, particularly those in society, remain mute largely Symbolic Convergence - Ernest G. Bormann (1972) due to societal gender bias. This traditional view Symbolic convergence theory (SCT) explains the views men as dominant, leading to a new power shared identity of a specific group by sharing division in society common narratives, or “fantasies,” such as Kramarae added to this theory by saying that socially shared emotions, motives, beliefs, communication is often attributed to men, who stories, and goals. Whenever a member of the often exploit women due to their emotional group elaborates on these fantasies and needs, resulting in a perceived lack of power and narratives, the group may form a shared influence. consciousness. A strengthened sense of identity from this convergence can occur in small  ICM / GEED 002 A.Y. ‘24- ‘25 | SEM #1 | MAIN REFERENCE THEORIES DIGEST Dramatism - Kenneth Burke "This jacket is made of displayed how life and human interaction are leather."). somewhat in a play where actions are the Directives: Attempts to get the listener to do something (ex: means of conveying information thus showing "Could you pass me that scarf, symbolism. please?"). When you (agent) convey to others that you are Commissives: Commit the happy (act) and fine (purpose), but your actions speaker to a certain course of (agency) indicate isolation, reduced action favorite perfume."). engagement with others, and a tendency to Expressives: Express the abruptly end conversations, (scene) there is a speaker's emotions or feelings (ex: "I'm so happy you liked the noticeable disparity between your words and gift!"). actions, suggesting that your actions convey Declaratives: Change the reality your true feelings. by their utterance (ex: "You are now a fashion maven in Dress Symbolic Interactionism - George Herbert Mead to Impress."). A sociological framework that focuses on the different meanings individuals attach to objects, Perlocutionary Acts: The effect the utterance people, and interactions, as well as the has on the listener, such as persuading, corresponding behaviors that reflect those convincing, alarming, and comforting. meanings and/or interpretations. A micro-level theory that relies on the symbolic Social Penetration Theory - Irwin Altman and Dalmas meaning that people develop and build upon in Taylor (1973) the process of social interaction Social Penetration Theory (SPT) is a communication theory that explains how individuals form and maintain relationships through a process of gradual self-disclosure. SPT posits that people progress from superficial to intimate relationships by gradually revealing more personal information about themselves. Key Components of SPT 1. Layers of Self-Disclosure: Individuals have multiple layers of self-disclosure, ranging from superficial (e.g., name, Speech Act - J.L. Austin and developed by John Searle occupation) to intimate (e.g., personal is a subfield of pragmatics that studies how values, feelings). words are used not only to present information 2. Depth and Breadth of Self-Disclosure: but also to perform actions. As relationships progress, individuals Locutionary Acts: The act of saying something disclose more personal information with a specific meaning (depth) and share more aspects of - Types of Locutionary Acts: themselves (breadth). Phonetic: producing sounds ( 3. Reciprocity: Self-disclosure is a ex: saying “YASS SLAYY” out reciprocal process, where individuals loud). expect others to disclose similar Phatic: saying something with information in return. no substantive meaning (ex: 4. Depenetration: Relationships can also “Hello” when greeting move in the opposite direction, where someone). Rhetic: Using the individuals reduce the depth and sounds and meaning to convey breadth of self-disclosure, leading to a a complete thought (ex: “You decline in intimacy. look beautiful in that dress.”). Illocutionary Acts: The intention behind the OWN UNDERSTANDING OF SOCIAL PENETRATION utterance, such as requesting, promising, or apologizing. The more you share personal information, mas - Types of Illocutionary Acts: Assertives: Statements that lalalim yung intimacy or yung relationship mo sa describe a state of affairs (ex: kausap mo.