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The Communicator

The Communicator . Theories that focus on the individual Chapter 4. The Individual & Western Society. Theoretical traditions included: Sociopsychological Cybernetic Sociocultural Rhetorical Critical . Sociopsychological Tradition. Evaluates the individual Two Major Areas:

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The Communicator

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  1. The Communicator Theories that focus on the individual Chapter 4

  2. The Individual & Western Society • Theoretical traditions included: • Sociopsychological • Cybernetic • Sociocultural • Rhetorical • Critical

  3. Sociopsychological Tradition • Evaluates the individual • Two Major Areas: • Trait Theory • Cognition and Information Processing

  4. Trait Theory • Super traits • Five Factor Model • John Digman • Neuroticism • Extraversion • Openness • Agreeableness • Conscientiousness

  5. Explaining communication behavior with 5 Factors

  6. Trait Theory • Biology determines traits • Commonly researched areas: • Argumentativeness • Positive • Debating topics without arguing

  7. Social & Communicative Anxiety • Communication apprehension (CA) • Trait CA • Pathological CA • Social avoidance & anxiety • Interaction Anxiety • Shyness • Symptoms • Physiological, behavioral, cognitive

  8. Cognition & Information Processing • Sociopsychological Tradition • Uses cognition combined with other systems to explain behavior • Four Theories • Attribution Theory • Social Judgment Theory • Elaboration Likelihood Theory • Heuristic-Systematic Theory

  9. Attribution Theory • Uses reason to explain our and others behavior • Three steps: • Observe, Consider intent, decide cause • Causal attributions: • Situational • Personal effects • Ability • Effort • Desire • Sentiment • Belonging • Obligation • Permission

  10. Social Judgment Theory (SJT) • Social perception • Judgments made based on internal reference point (anchor) • Q – Sort • Latitudes • Acceptance • Rejection • Noncommitment • Influenced by ego involvement

  11. SJT • Two effects that distort the communication: • Contrast • Assimilation • How does social judgment facilitate change? • Latitude of acceptance • Latitude of rejection • Boomerang

  12. Elaboration Likelihood Theory (ELT) • Petty & Cacioppo • Persuasion theory • Works to explain how we evaluate messages • Elaboration Likelihood • Central Route = critical thinking • Peripheral Route = lack of critical thinking • Research

  13. ELT Research

  14. Heuristic-Systematic Model • Chaiken • Dual process to evaluate persuasion • Two levels • Heuristic = schemata • Patterns of thought • Cues used: • Communicator • Context • Message

  15. Heuristic-Systematic Model • Systematic • Increased depth of critical analysis • Sufficiency principle • High motivation and concern lends to systematic approach • Concurrent processing • How does the choice impact persuasion?

  16. Cybernetic Tradition • Three theories discussed • Information – integration • Theory of Cognitive Dissonance • Problematic – Integration

  17. Information-Integration Approach • Evaluates how people gather & organize information • Different variations: • Original Formulation • Expectancy – Value theory • Theory of Reasoned Action

  18. Original Formulation • Two variables • Valence • Does information support current beliefs? • Positive or negative affect • Weight • Credibility of information

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