Transcript introduction to the course`s rationale

COMM THEORY:
On Diversity of Theories
John A. Cagle, Ph.D.
Communication
California State University, Fresno
Diversity in Theory:
Making sense of it all
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Traditions & Approaches to
Communication
Communication Contexts
Application, Function, and Purpose
TRADITIONS
[Littlejohn & Foss]
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The Semiotic Tradition:
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The Phenomenological Tradition: study of how
study of how signs come to
represent objects, ideas, states, situations, feelings, and conditions
outside of themselves.
people actively interpret their experience and come to understand the
world by personal experiences with it.
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The Cybernetic Tradition:
study of complex
systems in which many interacting elements influence one another.
TRADITIONS
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The Sociopsychological Tradition:
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The Sociocultural Tradition:
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The Critical Tradition:
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The Rhetorical Tradition:
study of the
individual as a social being—behavior and the personal traits and cognitive
processes that produce behavior.
study of the ways our
understandings, meanings, roles, norms, and rules are worked out
interactively in communication.
study of questions of privilege
and power—how race, nationality, religion, sexual orientation, income
level, etc. identity and social differences.
study of ways humans
use symbols to affect those around them and construct the worlds in
which they live.
ILLUSTRATIVE APPROACHES
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Public Speaking Approaches:
the Rhetorical Tradition
Trait Approaches
Persuasion Approaches
Verbal Behavior Approaches
Nonverbal Behavior Approaches
The Rhetorical Tradition
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Plato & Aristotle: Rhetoric as tool to
discover and use truth in governing
society
Cicero & Quintilian: Public speaking and
leadership as essential skills for
citizenship
Capella: Rhetoric as a foundation of all
learning (the Liberal Arts)
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St. Augustine: Something to do until you
get into heaven
Bacon: Rhetoric needed for
advancement of science
Adam Smith: Rhetoric and the belles
lettres
Cagle: Why don’t my students take
notes?
In all centuries, rhetoric
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. . . responds to what’s going on in the
world, but enables and effects the world
of which it is a part
• War gives rise to political exigencies
• Depressions give rise to problem solving
• Prosperity gives rise to self-actualization
In the 20th Century. . . .
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Rhetorical theory extended to all forms
of communication, including writing
&literature and small groups & problem
solving
Rhetorical principles were applied to new
media such as radio, television,
newspapers, computers, etc.
Trait Approaches
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Traits are consistent communication
behaviors across contexts
Personality traits: persuasibility, selfesteem, dogmatism, introversion
Communication apprehension and
willingness to communicate
Social style and self-disclosure
Aggression and assertiveness traits
Persuasion Approaches
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Variable analytic:
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Source credibility
Cognitive dynamics theories (attitudes)
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• message structure,
• message appeals, and
• language variables
Verbal Behavior Approaches
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Metaphor and stylistic devices
Language intensity
Lexical diversity
Evidence
Fear appeals
Supportive and defensive messages
Nonverbal Behavior Approaches
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Affective-cognitive dimensions
Functions and relationships
Nonverbal codes:
• kinesics,
• vocalics,
• proximics, etc.
COMMUNICATION CONTEXTS
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Interpersonal Contexts
Small Group and Organizational
Contexts
Mass Media Contexts
Intercultural Contexts
Interpersonal Contexts
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Social exchange
Stages in relationship development and
decline: strangers to intimacy
Interpersonal circumplex
Self-concept and interpersonal attraction
Small Group and Organizational
Contexts
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Encounter groups and growth groups
Problem solving and decision making
Conflict management and resolution
Networks and organizations
Leadership and management
Mass Media Contexts
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Two-step flow
Diffusion of innovations
Uses and gratifications
Social role of media: stereotypes
Advertising and propaganda
Intercultural Contexts
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Cultures are big damn groups
Sapir-Whorf Hypothesis
Rules and roles
High and low context
Standpoint theory
International communication
APPLICATIONS
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Political communication and power
Agitation and control: social change
Religious communication
Psychology and Counseling
Business: sales, management,
marketing
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Government: management
Health communication
Education
Entertainment
Legal communication: civil and criminal