Traditions of
Communication Theory
Chapter 3
Robert T. Craig, Ph.D.
•
“Communication theory as a field”
•
Published in 1999
•
Lead to the 7 traditions of
comm
theory
•
Areas of scholarly focus based on researchers interest in
how communication works to spread thoughts, influence
individuals, and shape our world
Semiotic Tradition
•
Views communication as the mediation by signs
•
Objects and words are symbols
•
Symbols have meaning because:
•
They relate to other symbols
•
You organize them to understand life
•
Semiotics is:
•
Study of signs & what they represent
Signs vs. Symbols
•
Wedding Rings
•
How are they a sign?
•
What do they symbolize?
Triad of Meaning
Semiosis
Three Divisions of Semiotic
•
Semantics
•
What meaning?
•
Ex. Pink Sky at night . . .
•
Syntactic
•
Relationship between signs and rules used to combine
into meaning
•
Verbal and nonverbal
•
Pragmatics
•
Practical relationship between context and meaning
Phenomenological Tradition
•
Defined: Interpretation by the individual
•
Key Ideas:
•
Phenomenon
•
Observable event, object, or condition through individual
perception
•
Phenomenology
•
How we understand the world
Three Basic Principles of
Phenomonology
•
Knowledge comes from direct experience
•
How you relate to an object determines its meaning
•
Language is the vehicle of meaning
Variations of
Phenomenological Tradition
•
Classical
•
Edmund Husserl
•
Used bracketing to create highly objective view
•
Phenomenology of Perception
•
Maurice
Merleau
-
Ponty
•
Perception provides foundation for understanding
•
Subjective view
Hermeneutic Phenomenology
•
Martin Heidegger
•
Knowledge gained by experience through
interpreting communication
Cybernetic Tradition
•
Communication is system created by the sum of its
parts
•
Complex system that uses networks to connect
different parts
Variations in Cybernetic
Tradition
•
Basic System
•
Formalized structures that can be observed and
analyzed from outside
•
Cybernetics
•
Emphasis on the feedback loop and how circular forces
can be used to maintain balance & create change
•
Information Theory
•
Evaluates signal transmission and the impact of noise
•
General System Theory
•
Looks for commonalities among different systems
•
Second
–
order cybernetics
•
What we observe
•
Determined by how we observe it
•
Impacted by what is observed
Sociopsychological Tradition
•
Focus on Individual
•
Key Ideas:
•
“Science of Communication”
•
Research focuses on message processing
•
Provide insight into how information is processed
•
Evaluates inputs and
outputs of Cognitive system
•
Behavioral Theories
•
Looks at how people behave in communication
situations
•
Cognitive Theories
•
Evaluate thought
•
Biological Theories
•
How genetics affects behavior
Sociocultural Tradition
•
Evaluates interaction in social groups
•
Variations:
•
Symbolic Interactionism
•
Social structures are created and maintained through
interaction
•
Social Construction
•
Evaluates how knowledge in constructed through
interaction
•
Social groups create common experience
•
Sociolinguistics
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Impact of culture
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Philosophy of language
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Language games
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Ethnography
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Groups create meaning verbally and nonverbally
•
Ethnomethodology
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Science of observing behavior
Critical Tradition
•
Evaluates production of privilege, power, and oppression
through communication
•
Key Ideas:
•
Work to understand power structures that dominate society
•
Evaluate oppression through communication
Rhetorical Tradition
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Rhetoric
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Use of symbols
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Five Cannons of Rhetoric
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Invention
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Arrangement
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Style
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Delivery
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Memory
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