Transcript introduction to the course`s rationale

COMM THEORY:
On the Nature of Theory
John A. Cagle, Ph.D.
Communication
California State University, Fresno
COMM 100
 Theories of Human Communication is a course
designed to introduce upper division students
to communication theory from a scientific
perspective.
THEORY
 A theory is a scientific account of
phenomena.
 At a minimum it is a strategy for handling
observations in research, providing a
conceptual system for describing and
explaining.
Darnell's definition of theory
 "A theory is a set of statements, including
some lawlike generalizations, systematically
and logically related such that the set implies
something about reality.
 It is an argument that purports to provide a
necessary and sufficient explanation for a
range of phenomena.
 It must be capable of corrigibility--that is, it
must be possible to disconfirm or jeopardize it
by making observations.
 A theory is valuable to the extent that it
reduces the uncertainty about the outcome of a
specific set of conditions."
A theory includes
 an identification of the components or
conceptual categories by which we
classify the elements of a system;
 a specification of the characteristics of
these components; and
 a specification of a set of laws in
conformity with which states of the
system precede or succeed each other.
Law: As centrality increases,
rank increases.
Antecedent conditions:
C1
C2
C3 …
Cn
___________
Consequent conditions
E
Theory of Small Group Influence
Conformity
Influence
Centrality
Rank
Observability
Source: T.K. Hopkins, The Exercise of Influence in Small Groups
Think of True Love – what factors
produce true love, maintain it, or
destroy it?
Take out a piece of paper & write down
four of these main factors
Theory of True Love
TRUST
+ ATTITUDE
+ RECIPROCITY
+ COMMITMENT
+_< add your own >_
= True Love
Cagle’s Dirty Joke Theory:
Some Independent Variables
SOURCE: attraction, age, sex, status,
attitude, credibility, skill. . .
MESSAGE: clarity, language, timing,
delivery, organization, content. . .
RECEIVER: attitude, age, sex, status,
attitude, perception of source. . .
CHANNEL: live, VHS, print, book, email. . .
Cagle’s Dirty Joke Theory:
Some Dependent Variables
LAUGHTER
DISGUST
CONFUSION
PHYSICAL
LEAVING
COMPREHENSION
ATTITUDE CHANGE
Etc.
Cagle’s Dirty Joke Theory:
Variables
JOKE + SOURCE + MESSAGE +
RECEIVER + CHANNEL
= LAUGHTER + SHOCK +
CONFUSION
MIXED SEX + DIRTY JOKE = SHOCK
SAME SEX + DIRTY JOKE = HILARITY
COMMUNICATION
 Communication is a complex, pervasive
phenomena.
 Virtually every human endeavor involves
communication in some way.
 Consequently, there are a great many
communication theories--each, in its own way,
appropriate to those aspects of the
phenomena germane to its purpose.
Communication Mosaic:
A Metaphor
 First, the metaphor of a mosaic offers a
theoretical orientation to illumine the interconnectedness among all communication
theories.
 Second, it provides an overview of some of
the more interesting, provocative, and
heuristic theories within the major types of
communication theories.
 Meaning is created from bits and pieces
which our mind puts together into a gestalt.
Meaning Is Created
I cdnuolt blveiee taht I cluod aulaclty uesdnatnrd waht I
was rdgnieg
The phaonmneal pweor of the hmuan mnid Aoccdrnig to
a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer
inwaht oredr the ltteers in a wrod are, the olny iprmoatnt
tihng is taht the frist and lsat ltteer be in the rghit pclae.
The rset can be a taotl mses and you can sitll raed it
wouthit a porbelm. Tihs is bcuseae the huamn mnid deos
not raed ervey lteter by istlef, but the wrod as a wlohe.
Amzanig huh? yaeh and I awlyas thought slpeling was
ipmorantt!
Becker’s Mosaic Model of
Message
The main dimensions of the
mosaic model:
 Context
 Function
 Intention
 Variable
 Level of analysis
 Analytic and synthetic properties
 Audience