Seven Different Traditions in the Seven Different Traditions in the Field of Communication TheoryField of Communication Theory

Socio-Psychological TraditionSocio-Psychological Tradition

Emphasizes scientific perspectiveEmphasizes scientific perspective Associated with Carl Hovland and the Yale teamAssociated with Carl Hovland and the Yale team Concentrated on the source and the content of Concentrated on the source and the content of

persuasive messages, and the audience persuasive messages, and the audience characteristicscharacteristics

Source credibility rests on expertness and Source credibility rests on expertness and character; expertness had the bigger effect on character; expertness had the bigger effect on credibility, but did not last.credibility, but did not last.

The “sleeper effect” : the impact of credibility does The “sleeper effect” : the impact of credibility does not last. not last.

Cybernetic TraditionCybernetic Tradition

Wiener coined the term, in the field of Wiener coined the term, in the field of artificial intelligenceartificial intelligence

Introduced the concept of feedbackIntroduced the concept of feedback Claude Shannon established the idea of Claude Shannon established the idea of

communication as information processingcommunication as information processing Goal was to maximize line capacity with Goal was to maximize line capacity with

minimum distortionminimum distortion Reduce uncertainty through redundancy; Reduce uncertainty through redundancy;

more redundancy=reduced capacity.more redundancy=reduced capacity.

Rhetorical TraditionRhetorical Tradition

Speech distinguishes humansSpeech distinguishes humans Confidence in efficacy of public addressConfidence in efficacy of public address Setting: one speaker addressing large Setting: one speaker addressing large

audience with intention to persuadeaudience with intention to persuade Oratorical training for leader’s educationOratorical training for leader’s education Power and beauty of language moves Power and beauty of language moves

people emotionally and stir them to actionpeople emotionally and stir them to action Rhetoric as male provinceRhetoric as male province

Semiotic TraditionSemiotic Tradition

The study of signs (Richards, Ogden, Saussure). The study of signs (Richards, Ogden, Saussure). Signs signify by indication, representation or by Signs signify by indication, representation or by

arbitrary convention (symbol)arbitrary convention (symbol) Words are symbols (arbitrary)Words are symbols (arbitrary) Words do not have precise meaningsWords do not have precise meanings Meanings reside in people not words or symbolsMeanings reside in people not words or symbols A symbol is indirectly related to its referentA symbol is indirectly related to its referent

Socio-Cultural TraditionSocio-Cultural Tradition

Communication produces and reproduces Communication produces and reproduces cultureculture

Sapir-Whorf hypothesis says structure of Sapir-Whorf hypothesis says structure of language shapes what people do and thinklanguage shapes what people do and think

Language is not a neutral conduitLanguage is not a neutral conduit Through language, reality is produced, Through language, reality is produced,

maintained, repaired and transformed.maintained, repaired and transformed.

Critical TraditionCritical Tradition

Associated with Frankfurt SchoolAssociated with Frankfurt School

Focus on history as the unjust distribution of Focus on history as the unjust distribution of power and sufferingpower and suffering

Control of language (discourses) perpetuates Control of language (discourses) perpetuates power imbalancespower imbalances

Mass media dull sensitivity to repressionMass media dull sensitivity to repression

Blind reliance on scientific method and Blind reliance on scientific method and empiricism blunts critical thinkingempiricism blunts critical thinking

Phenomenological TraditionPhenomenological Tradition

Intentional analysis of everyday life from the Intentional analysis of everyday life from the standpoint of the person who is living itstandpoint of the person who is living it

Emphasizes people’s perceptions and Emphasizes people’s perceptions and interpretations of their own subjective interpretations of their own subjective experiencesexperiences

Rogers: 3 conditions for personality and Rogers: 3 conditions for personality and relationship change – congruence, relationship change – congruence, unconditional positive regard, empathic unconditional positive regard, empathic understandingunderstanding

Ethical TraditionEthical Tradition

NCA Credo for Communication Ethics:NCA Credo for Communication Ethics: Truthfulness, accuracy, honesty, reasonTruthfulness, accuracy, honesty, reason Accepts responsibility for short-term and Accepts responsibility for short-term and

long-term consequences of communicationlong-term consequences of communication Strives to understand and respect other Strives to understand and respect other

communicators before evaluating and communicators before evaluating and responding to their messages.responding to their messages.