Comm-Theory-Prelim.pdf

13/09/2024 1  13/09/2024 A player must think of 3 clues that represent an item or concept The rest of the class shall guess the concept based on the statements given by the player Communication A Review...

13/09/2024 1  13/09/2024 A player must think of 3 clues that represent an item or concept The rest of the class shall guess the concept based on the statements given by the player Communication A Review 2  13/09/2024 Communication Communication is the relational process of creating and interpreting messages that elicit a response (Griffin, 2012). Communication is a social process in which individuals employ symbols to establish and interpret meaning in their environment (West and Turner, 2018). Levels of Communication Intrapersonal level: This is the message one sends to oneself, including a self talk, or communication with oneself. Interpersonal level: Is the process that occurs between two people either in face-to-face encounter, over the phone, or through other communication media. Group communication: This occurs when 3 or more people meet in face-to-face encounters or through another communication medium. An example is a focus group interviews. 3  13/09/2024 Models of Communication A Review Communication as Linear Model The Shannon and Weaver Model of Communication (1949) is a mathematical theory of communication that argues that human communication can be broken down into 6 key concepts: sender, encoder, channel, noise, decoder, and receiver. They were concerned with radio and telephone technology and wanted to develop a model that could explain how information passed through various channels. The result was the conceptualization of the linear model of communication. 4  13/09/2024 Communication as Linear Model Communication as Interactional Model According to the Schramm Communication Model, communication is circular and the sender and recipient of the message can be the same person. A message is encrypted and passed on to the same person or to a different person. It is up to the recipient to decrypt the message, interpret it, and then encode it again before sending the message to a new recipient (circular). A final feature of the interactional model is a person’s field of experience, or how a person’s culture and experiences influence his or her ability to communicate with another. Each person brings a unique field of experience to each communication episode, and these experiences frequently influence the communication between people. 5  13/09/2024 Communication as Interactional Model Field of Experience Field of Experience Communication as Transactional Model In this model, there is a simultaneous flow of communication between the sender and receiver of information. There is an overlap in the encoding and decoding of information. While the sender is completing a sentence the receiver is already thinking of what to say next. Short of cutting one another off during conversation, intrapersonal communication and feedback is also occurring with this process. The key phrase here is ‘at the same time’. As the study of communication progressed, models expanded to account for more of the communication process. Many scholars view communication as more than a process that is used to carry on conversations and convey meaning. We don’t send messages like computers, and we don’t neatly alternate between the roles of sender and receiver as an interaction unfolds. 6  13/09/2024 Communication as Transactional Model Theory Defined An Introduction 7  13/09/2024 What is your dream destination to visit? Theory Griffin (2012) defined theory as “an umbrella term for all careful, systematic, and self-conscious discussion and analysis of communication phenomena. Generally speaking, a theory is an abstract system of concepts with indications of the relationships among these concepts that help us understand a phenomenon (West and Turner, 2007). William Doherty and his colleagues (1993) have elaborated on Turner’s definition by conveying the notion that theories are both process and product. In 1986, Jonathan H. Turner defined theory as “a process of developing ideas that can allow us to explain how and why events occur” (p.5). Figure 4 shows about the definition of theory. 8  13/09/2024 Theory is Caring to Ask Questions Theory is a Set of Informed Hunches A theory is a “set of systematic hunches about the way things operate” (cited in Griffin 2012, 2). By referring to a plural “set of hunches” rather than a single “hunch,” Burgoon makes it clear that a theory is not just one inspired thought or an isolated idea. 9  13/09/2024 Theory is Linked with Criticism and Scholarship The collection and operationalization of theories about a certain subject matter constitute a “field of study,” a “discipline.” The theories that constitute a field of study is not always consistent with each other and are not always satisfactory or widely accepted. A continued engagement with theory develops and continually reevaluates the discipline. This means that neither the theory nor the field of study is static. Theory is a Mode of Thinking that is Historical, Cross-disciplinary, and Self- reflexive The questions and answers previously given do not always remain useful, valid, or sufficient, for one reason or another. Certain fields of study are, furthermore, informed by other fields of study ranging from the likes of anthropology to nueroscience, or from economics to psychology. In an important sense, then, “theory” is unstable and impossible to master. Keeping in mind that is historical, “doing theory” never ends. A particular group of texts always takes up – to revitalize, to refute, or to reinterpret – other, usually older texts (Tolentino et al., 2014). 10  13/09/2024 Theory is Inseparable from “Praxis” This process of living out and enacting “theory” is referred to, in critical parlance, as “praxis.” It is often used to mean politically conscious action. In other words, it means action (Tolentino et al., 2014). Metaphorical Perspective on Theories Nets Lenses Maps 11  13/09/2024 Theories tell us why 12  13/09/2024 Three Types of Theory Commonsense Theory Theory-in-use Based on personal experiences How individuals make sense of events and phenomenon Common knowledge (that may not be scientific at times) Example: "Don't judge a book by its cover" is a commonsense theory. It's a widely accepted belief based on the idea that outward appearances can be misleading. 13  13/09/2024 Working Theory Generalizations made by certain professions Reflects ‘best techniques’ for doing something Basis to doing professional tasks Agreed-on ways in various professions Example: In education, a teacher might use a working theory that active learning improves student engagement based on their classroom experience and some research findings, even if this theory is still being tested in the broader academic field. Scholarly Theory Theories that has undergone systematic research Thorough, accurate and abstract explanations Complex and comprehensive Example: Bandura’s Social Learning Theory emphasizes that people learn behaviors, attitudes, and emotional reactions through observation and imitation of others, rather than solely through direct experience. 14  13/09/2024 Levels of Generality 1. Grand theory – a theory that attempts to explain all of the phenomenon such as communication. Most communication scholars believe that no grand theory exists. 2. Mid-range theory – theory that attempts to explain a specified aspect of a phenomenon such as communication. Many theories of communication fall into the mid-range theory category like Uncertainty Reduction Theory, Groupthink Theory, and Face-Negotiation Theory. 3. Narrow theory – concerns only certain people in certain situations. For example: “communication rules pertinent to standing in an elevator” (Stacks, Hill, & Hickinson, 1991, p. 284 15  13/09/2024 Paradigm Paradigm Paradigms (or worldview) are intellectual traditions that ground specific theories. They offer general ways of viewing human communication; theories are the more specific explanations of a particular aspect of communication behavior. 16  13/09/2024 Philosophical Areas in Paradigms Paradigms address three key philosophical areas: Ontology: Nature of reality. Epistemology: Nature of knowledge. Axiology: Values and what is worth knowing. Ontology - Nature of Reality Ontology explores what is considered real or true. Questions include: What exists? What is the nature of being? Example: Realism (belief in an objective reality) vs. Constructivism (belief in multiple, subjective realities). 17  13/09/2024 Epistemology - Nature of Knowledge Epistemology examines how knowledge is acquired and validated. Questions include: How do we know what we know? What are the sources of knowledge? Example: Empiricism (knowledge through sensory experience) vs. Rationalism (knowledge through reason). Axiology - Values and Worth Axiology deals with values and the importance of knowledge. Questions include: What should we value in research? What is considered significant or worthwhile? Example: Value-laden research (acknowledges researcher’s biases) vs. Value-neutral research (strives for objectivity). 18  13/09/2024 Studying Theories Importance of Studying Communication Theory 1. Improve critical thinking skills 2. Appreciate richness across various fields of study 3. Make sense of your life experiences 4. You 19  13/09/2024 Goals of Theory 1. Explanation – to explain something because of the concepts and relationships specified in the theory. 2. Understanding – to understand something because of theoretical thinking. 3. Prediction – to predict something based on the patterns suggested by a theory. 4. Social change – to effect social change or empowerment. Theories in context Theories on the Origins of the Philippines 20  13/09/2024 Pacific Theory According to Bailey Willis, a noted geologist, the Philippine islands were formed as a result of volcanic eruptions. These volcanoes were found under the Pacific Ocean towards the eastern region of Asia. The Pacific Theory or the Volcanic Theory says that some 200 million years has passed since the eruption of these volcanoes. This natural phenomenon caused the splitting of rocks followed by the waters surrounding them. This phenomenon also happened in Japan, Taiwan, Indonesia, Solomon Islands, and New Zealand. These countries from what is now known as the Pacific Ring of Fire. There are 250 volcanoes around the region. The Philippines has 22 active volcanoes. It is no wonder then than earthquakes occur quite frequently around the country. (Custodio 1998) Asiatic Theory According to the Asiatic theory of Dr. Leopoldo Faustino, the islands were form through the process of diastrophism. This explains the movement of the earth that caused some parts either to rise or sink. This happens with the folding, faulting, and wrapping of the earth. 21  13/09/2024 Wave of Migration Theory According to the theory of H. Otley Beyer, a renowned archaeologist, the Philippines was once a part of the Asian continent because of land bridges. This geographical feature was common during the Pleistocene Period or the Ice Age some 1.8 million years ago. Waves of migrants from Mainland Asia made their way to the Philippines crossing these land bridges. Wave of Migration Theory After the Glacial Period, the ice around the continent began to thaw, causing waters to rise and the oceans to form over the land bridges. The lands above sea level shaped the islands dotting the archipelago. This theory also explains the similarities of plants and animal species found in the country and in some parts of the Asian region. The theory also identifies five land bridges that connected one area to another: Palawan and Borneo Philippines, Taiwan, and Asia Borneo and Sulu-Mindanao New Guinea-Mindanao (Jocano 1975) 22  13/09/2024 Activity 1 Asking other people to partake in meals is a part of Filipino culture. Despite having just enough amount of food, Filipinos would invite others to eat thus saying “kain po”. Politely, one would respond “sige po”, “sige”, or “salamat” although not having a serious intention to accept the offer. What could be the reasoning behind this practice? What aspect of Filipino culture is represented in these occasions? Discuss your answer in 300 words. 23  13/09/2024 Explaining ‘Kain Po’ Phenomenon Maintaining social relationship Innate kindness and generosity Shared struggles of insufficiency Cultural dictations Religious inclination Historical understanding Unrealized bravado Seven Traditions in Communication Theory Craig (1999) 24  13/09/2024 Socio-psychological Tradition Communication as Interpersonal Interaction and Influence The Cybernetic Tradition Communication as a System of Information Processing The Rhetorical Tradition Communication as Artful Public Address The Semiotic Tradition Communication as the Process of Sharing Meaning through Signs The Socio-cultural Tradition Communication as the Creation and Enactment of Social Reality The Critical Tradition Communication as a Reflective Challenge of Unjust Discourse The Phenomenological Tradition Communication as the Experience of Self and Others through Dialogue 25  13/09/2024 Socio-psychological Tradition Communication theorized as: Expression, interaction and influence Problems of communication theorized as: Situation requiring manipulation of causes of behavior to achieve specified outcomes Metadiscursive vocabulary such as: Behavior, variable, effect, personality, emotion, perception, cognition, attitude Socio-psychological Tradition Plausible when appeals to metadiscursive common places such as: Communication reflects personality; beliefs and feelings; bias judgments; people in groups affect one another Interesting when challenges metadiscursive common places such as: Humans are rational beings; we know our own minds; we know what we see 26  13/09/2024 Theories under Socio- psychological Tradition Uses and Gratifications Theory A communication theory that explores why and how individuals actively seek out specific media to satisfy particular needs. Unlike other media theories that focus on the effects of media, this theory emphasizes the audience's active role in selecting and using media. It suggests that media consumption is driven by the user's psychological and social needs. Proposed by Elihu Katz, a key figure in the development of the Uses and Gratifications theory, along with Jay G. Blumler and Michael Gurevitch, who helped establish the theory in the 1970s. 27  13/09/2024 Uses and Gratifications Theory Features Active Audience: Assumes that audiences are not passive recipients but actively seek out media that fulfill their needs. Need Satisfaction: Media is consumed to satisfy specific needs, such as entertainment, information, personal identity, or social interaction. Diversification of Media: Recognizes the variety of media choices available to audiences, which can fulfill multiple needs simultaneously. Gratification: Focuses on the gratification or fulfillment that the audience experiences from media consumption. Voluntary Media Use: Emphasizes that media usage is largely a conscious, voluntary act based on individual preferences. Uses and Gratifications Theory Features Active Audience: Assumes that audiences are not passive recipients but actively seek out media that fulfill their needs. Need Satisfaction: Media is consumed to satisfy specific needs, such as entertainment, information, personal identity, or social interaction. Diversification of Media: Recognizes the variety of media choices available to audiences, which can fulfill multiple needs simultaneously. Gratification: Focuses on the gratification or fulfillment that the audience experiences from media consumption. Voluntary Media Use: Emphasizes that media usage is largely a conscious, voluntary act based on individual preferences. 28  13/09/2024 Uses and Gratifications Theory Methodologies Surveys and Questionnaires Interviews Content Analysis Case Studies Uses and Gratifications Theory Criticisms Overemphasis on Audience Autonomy Neglect of Media Effects Ambiguity in Needs and Gratifications Cultural Bias Simplistic View of Media Use 29  13/09/2024 Sample Study: Communication through Social Media Using Uses and Gratifications Theory Objectives 1. Identify the motivations for social media use among university students. 2. Examine the relationship between social media use and the satisfaction of communication needs. 3. Assess the impact of social media on interpersonal communication skills. Sample Study: Communication through Social Media Using Uses and Gratifications Theory Theory Used: Uses and Gratifications Core Premise The Uses and Gratifications Theory (UGT) posits that individuals actively seek out media and content to satisfy specific needs and desires. Rather than being passive recipients, users are goal-directed in their media consumption, choosing channels and content that align with their personal needs. Key Elements Active Audience: Users actively select media based on their needs. Gratifications Sought vs. Gratifications Obtained: The theory differentiates between the expectations users have (gratifications sought) and what they actually experience (gratifications obtained). 30  13/09/2024 Sample Study: Communication through Social Media Using Uses and Gratifications Theory Related Literature (Overview) Early Foundations: The concept originated in the 1940s and 1950s, evolving significantly with the rise of new media. Social Media Focus: Recent studies have applied UGT to digital platforms, exploring how social media fulfills needs related to identity, community building, and entertainment. Communication Needs: Studies indicate that social media is primarily used for maintaining relationships, accessing information quickly, and engaging in self- expression. Criticism: Some critics argue that UGT overlooks the power of media influence and assumes users are always aware of their needs. Sample Study: Communication through Social Media Using Uses and Gratifications Theory Methodologies Survey Design Population: University students aged 18-25. Sample Size: 300 students from diverse academic backgrounds. Instrument: A questionnaire measuring the frequency of social media use, the types of gratifications sought, and the perceived impact on communication skills. Data Collection: Online survey distributed via university email and social media channels. 31  13/09/2024 Sample Study: Communication through Social Media Using Uses and Gratifications Theory Methodologies Interviews Participants: 20 students selected based on survey responses. Focus: In-depth exploration of motivations behind social media use and personal experiences with its impact on communication. Data Analysis Quantitative: Descriptive statistics to summarize survey responses. Qualitative: Thematic analysis of interview transcripts to identify common themes and patterns. Sample Study: Communication through Social Media Using Uses and Gratifications Theory Results Motivations: The majority of students cited social interaction and information seeking as primary reasons for social media use. Entertainment was also a significant factor, though less so than communication-based needs. Gratification Levels: Students reported varying levels of satisfaction with social media's ability to meet their communication needs. Platforms like WhatsApp and Instagram were noted for enhancing connectivity, while others like Twitter were valued for information dissemination. Impact on Communication Skills: Mixed results were found, with some students noting improved ability to maintain long-distance relationships, while others expressed concern over a decline in face-to-face communication skills. 32  13/09/2024 Sample Study: Communication through Social Media Using Uses and Gratifications Theory Conclusions Active Engagement: Consistent with UGT, students actively engage with social media to fulfill specific communication needs, with significant emphasis on maintaining social connections. Satisfaction Variance: While social media effectively meets many communication needs, there is variability in the level of satisfaction, particularly concerning deeper, more meaningful interpersonal interactions. Communication Skills: The study highlights a potential trade-off between online and offline communication skills, suggesting a need for a balanced approach to media consumption. Capsule Research Plan Context and Significance Research Objectives Research Design (use of theory) Corpus of the Study Data Gathering and Analysis Procedures 33  13/09/2024 Topic: A Critical Discourse Analysis of Campaign/Politics-related Facebook Groups Context and Significance of the Study The new battlefield of campaign has now gone through traditional media. With the results of the recently concluded elections, it was made obvious that campaigns and political discussion have shifted to a more liberated and less censored avenue – social media. Among the many social media sites, Facebook is still notably used by most Filipinos of varying social classes. Exchange of information, and disinformation, happens freely in the platform and with Facebook’s ability to empower connections, such exchanges have developed into various hybrid forms including Facebook Groups. An analysis of the discourse within campaign/politics-related Facebook groups shall explore how the Filipinos manifest their ability to discern information and to critique messages while also focusing on how such discourses normalize misinformation and disinformation by appealing to different elements including emotions and logic. Further, this analysis shall be used in interpreting how such discourses aided the results of the elections and if such discourses continue even after the election season, thus, shaping the possibly distorted views of truth and of history. Topic: A Critical Discourse Analysis of Campaign/Politics-related Facebook Groups B. Research Problem and Objectives The study shall analyze the discourse practices within campaign/politics-related Facebook groups and how such discourses influenced people’s decision making towards the elections. More specifically, the study aims to: 1. Describe the nature of communicative exchanges in the Facebook Groups in terms of its content being positive or negative towards a specific political personality 2. Analyze the interaction of the participants in exchanging views and justifying their claims 3. Explore the implications of such discourses and exchanges in the decision making of the participants in their electoral choices 34  13/09/2024 Topic: A Critical Discourse Analysis of Campaign/Politics-related Facebook Groups C. Research Design The study shall employ Critical Discourse Analysis following the paradigm of Fairclough. The analysis shall be divided into three levels – Text, Interaction, and Socio-cultural Practice. Through CDA, the emergence of the nature of discourse, its influence to people, and the possible shifts it may cause to the existing socio-cultural landscape will be established. More specifically, the text level analysis shall be aided by a Thematic Analysis approach. Emerging themes in the discourse shall be identified in order to establish the nature of the content of the discourse. Meanwhile, Conversation Analysis will be used for the interaction level to reveal better understanding of the participants’ attitude and behavior towards the discourse. Ultimately, Ethnography of Communication shall be integrated in determining how the discourse influenced socio-cultural contexts, especially the participants decision making. Topic: A Critical Discourse Analysis of Campaign/Politics-related Facebook Groups D. Corpus of the Study The data for analysis will mainly come from posts and online exchanges from campaign/politics-related Facebook Group. Particularly, these will be from the Facebook groups of supporters of Vice President Leni Robredo and the supporters of Ferdinand Marcos, Jr. Initial Facebook Groups where the corpus will be lifted from are Angat Buhay Lahat (ABL) and Anyone But Leni (ABL) Facebook Groups. 35  13/09/2024 Topic: A Critical Discourse Analysis of Campaign/Politics-related Facebook Groups E. Data Gathering and Analysis Procedures In order to answer the research objectives and to be aligned with the methods to be used, various data will be gathered through different data gathering method. First, to guide the description and analysis, Facebook Group Posts along with their exchanges in the comment section will be documented through scree captures. They will then be categorized in preparation for coding and thematic analysis. Meanwhile, Focus Group Discussions will also be facilitated which shall be subject for Ethnography of Communication. The FGD shall initiate discussions underpinning the reasons of the participants as to why such decisions were made during the elections. Upon analysis, various materials and literature will be consulted to aid the interpretation of data and to explore the relevance and influence of these data to the present socio-cultural landscape. Capsule Research Format Introduction Follow APA format in citation - Based on literature review and reference writing - Include the objectives Font: Arial 12, single spacing Methods Paper: A4 Size, 1’’ margin all - Participants/Corpus sides - Procedure Page count: Maximum of 15 - Data Analysis pages including references Theoretical Model Results and Discussion - Subsections depend on the results/objectives Conclusion References 36  13/09/2024 September 7, 2024 SUBMISSION DATE Social Judgment Theory 37  13/09/2024 Social Judgment Theory (SJT) in Communication Developed by Muzafer Sherif and Carl Hovland in the 1960s. Explains how people evaluate and respond to persuasive messages. Based on the idea that people have "latitudes" or ranges of acceptance, rejection, and noncommitment when processing new information. Focus on Latitudes Latitude of Acceptance The range of ideas or positions an individual finds acceptable or agrees with. Persuasive messages within this range are more likely to be accepted and assimilated. 38  13/09/2024 Focus on Latitudes Latitude of Noncommitment The range of ideas or positions an individual feels neutral or indifferent about. Messages within this range do not provoke strong feelings of acceptance or rejection. Can be targeted to shift opinions, as individuals may be more open to persuasion here. Focus on Latitudes Latitude of Rejection The range of ideas or positions an individual strongly disagrees with or finds unacceptable. Messages in this range are likely to be rejected outright. Attempting to persuade within this latitude often results in a "boomerang effect," where individuals become more opposed. 39  13/09/2024 Understanding Audience's Latitudes Effective communicators assess the audience’s latitude of acceptance, noncommitment, and rejection. Tailor messages to fit within or near the audience's latitude of acceptance or noncommitment to maximize persuasive impact. Strategic Messaging Persuasion is more effective when messages are framed within the audience’s latitude of acceptance or just outside the latitude of noncommitment. Avoid messages that fall within the latitude of rejection to prevent resistance and backlash. 40  13/09/2024 Sample Use of Social Judgment Theory in Communication Research Study on Public Health Campaigns Objective: To understand how different segments of the population respond to health messages (e.g., anti-smoking or vaccination campaigns). Method: Identify the target audience's latitudes of acceptance, noncommitment, and rejection regarding the health behavior. Use surveys or focus groups to gauge opinions and categorize responses into the three latitudes. Sample Use of Social Judgment Theory in Communication Research Application: Develop tailored messages that align with the audience's latitude of acceptance or slightly into the latitude of noncommitment. Avoid messages that would fall into the audience's latitude of rejection to prevent resistance or a negative reaction. Outcome: Measure the effectiveness of the campaign by analyzing changes in attitudes or behaviors before and after exposure to the messages. Use findings to refine future campaigns for better audience engagement and impact. 41  13/09/2024 Sample Use of Social Judgment Theory in Communication Research Application: Develop tailored messages that align with the audience's latitude of acceptance or slightly into the latitude of noncommitment. Avoid messages that would fall into the audience's latitude of rejection to prevent resistance or a negative reaction. Outcome: Measure the effectiveness of the campaign by analyzing changes in attitudes or behaviors before and after exposure to the messages. Use findings to refine future campaigns for better audience engagement and impact. SJT Analysis Analyze the poster then: 1. Share individual opinion on the poster 2. Determine whether the messaging is deemed for acceptance, noncommitment or rejected based on all of the answers/opinion. 3. Explain social reasonings for the judgment of the group 4. Discuss what can be done to improve the messaging of the poster considering the social judgement of the group 42  13/09/2024 Uncertainty Reduction Theory 43  13/09/2024 Key Features of Uncertainty Reduction Theory (URT) Explains how communication is used to reduce uncertainty specially between strangers during initial interactions. Developed by Charles Berger and Richard Calabrese in 1975. People seek to reduce uncertainty to predict others' behaviors and responses. Primarily on interpersonal communication in initial encounters. Assumes individuals are motivated by a need to reduce uncertainty and gain predictability. 44  13/09/2024 Key Concepts in URT Uncertainty: The inability to predict or explain someone’s attitudes, behavior, or actions. Cognitive Uncertainty: Uncertainty related to beliefs or attitudes of others. Behavioral Uncertainty: Uncertainty about how others will behave. Axioms and Theorems: Eight axioms and 21 theorems explain relationships between uncertainty and communication behaviors (e.g., information-seeking, self- disclosure). 45  13/09/2024 Axioms of Uncertainty Reduction Theory Axiom 1: Verbal Communication As verbal communication between strangers increases, uncertainty decreases. Axiom 2: Nonverbal Warmth As nonverbal expressions of warmth (e.g., smiling, eye contact) increase, uncertainty decreases. Axiom 3: Information-Seeking Behavior High levels of uncertainty cause an increase in information-seeking behaviors; as uncertainty decreases, information-seeking decreases. Axiom 4: Self-Disclosure High levels of uncertainty cause decreases in intimacy levels of communication content; as uncertainty decreases, intimacy increases. 46  13/09/2024 Axioms of Uncertainty Reduction Theory Axiom 5: Reciprocity High levels of uncertainty produce high rates of reciprocity (mutual exchange of information); as uncertainty decreases, reciprocity rates decline. Axiom 6: Similarity Similarities between people reduce uncertainty, while dissimilarities increase uncertainty. Axiom 7: Liking Increases in uncertainty decrease liking; as uncertainty decreases, liking increases. Axiom 8: Shared Networks Shared communication networks (having mutual friends or contacts) reduce uncertainty, while lack of shared networks increases uncertainty. Implications for Communication Research Predictive Power: Provides a framework for predicting how people communicate to reduce uncertainty. Practical Applications: Useful in developing communication strategies for businesses, media, conflict resolution, and international relations. Limitations: Criticized for its narrow focus on initial interactions and for assuming that reducing uncertainty is always desirable. 47  13/09/2024 Sample Theorems of URT Theorem 1: If increased verbal communication reduces uncertainty (Axiom 1), and reduced uncertainty increases liking (Axiom 7), then increased verbal communication increases liking. Theorem 2: If increased nonverbal warmth decreases uncertainty (Axiom 2), and decreased uncertainty increases intimacy (Axiom 4), then increased nonverbal warmth increases intimacy. Theorem 3: If increased similarity decreases uncertainty (Axiom 6), and decreased uncertainty decreases information- seeking behavior (Axiom 3), then increased similarity decreases information-seeking behavior. URT Individual Activity Think of one person who you were uncertain about when you first met then discuss: - Which axiom/s, as proposed by URT, was/were present during the first meeting - How has the uncertainty subsided To conclude, relate how the understanding and use of URT may aid a more effective and efficient communication 48