COMM THEORY: On Diversity of Theories

1. COMM THEORY:On Diversity of Theories John A. Cagle, Ph.D. Communication California State University, Fresno

2. Diversity in Theory: Making sense of it all • Traditions & Approaches to Communication • Communication Contexts • Application, Function, and Purpose

3. TRADITIONS [Littlejohn & Foss] • The Semiotic Tradition: study of how signs come to represent objects, ideas, states, situations, feelings, and conditions outside of themselves. • The Phenomenological Tradition: study of how people actively interpret their experience and come to understand the world by personal experiences with it. • The Cybernetic Tradition: study of complex systems in which many interacting elements influence one another.

4. TRADITIONS • The Sociopsychological Tradition:study of the individual as a social being—behavior and the personal traits and cognitive processes that produce behavior. • The Sociocultural Tradition:study of the ways our understandings, meanings, roles, norms, and rules are worked out interactively in communication. • The Critical Tradition:study of questions of privilege and power—how race, nationality, religion, sexual orientation, income level, etc. identity and social differences. • The Rhetorical Tradition:study of ways humans use symbols to affect those around them and construct the worlds in which they live.

5. ILLUSTRATIVE APPROACHES • Public Speaking Approaches: the Rhetorical Tradition • Trait Approaches • Persuasion Approaches • Verbal Behavior Approaches • Nonverbal Behavior Approaches

6. The Rhetorical Tradition • 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)

7. 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?

8. In all centuries, rhetoric • . . . 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

9. In the 20th Century. . . . • 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.

10. Trait Approaches • Traits are consistent communication behaviors across contexts • Personality traits: persuasibility, self-esteem, dogmatism, introversion • Communication apprehension and willingness to communicate • Social style and self-disclosure • Aggression and assertiveness traits

11. Persuasion Approaches • Variable analytic: • message structure, • message appeals, and • language variables • Source credibility • Cognitive dynamics theories (attitudes)

12. Verbal Behavior Approaches • Metaphor and stylistic devices • Language intensity • Lexical diversity • Evidence • Fear appeals • Supportive and defensive messages

13. Nonverbal Behavior Approaches • Affective-cognitive dimensions • Functions and relationships • Nonverbal codes: • kinesics, • vocalics, • proximics, etc.

14. COMMUNICATION CONTEXTS • Interpersonal Contexts • Small Group and Organizational Contexts • Mass Media Contexts • Intercultural Contexts

15. Interpersonal Contexts • Social exchange • Stages in relationship development and decline: strangers to intimacy • Interpersonal circumplex • Self-concept and interpersonal attraction

16. Small Group and Organizational Contexts • Encounter groups and growth groups • Problem solving and decision making • Conflict management and resolution • Networks and organizations • Leadership and management

17. Mass Media Contexts • Two-step flow • Diffusion of innovations • Uses and gratifications • Social role of media: stereotypes • Advertising and propaganda

18. Intercultural Contexts • Cultures are big damn groups • Sapir-Whorf Hypothesis • Rules and roles • High and low context • Standpoint theory • International communication

19. APPLICATIONS • Political communication and power • Agitation and control: social change • Religious communication • Psychology and Counseling • Business: sales, management, marketing

20. Government: management • Health communication • Education • Entertainment • Legal communication: civil and criminal