Comm Theory

5 Traditions in
Communication
Theory
Presented by Nakeisha Joenanda
Sosiopsychological
Tradition
communication is theorized as expression, interaction, and influence.
a basic concept
communication is theorized as expression, interaction,
and influence.
This theory tradition focuses on individual social
behaviour, psychological variables, individual effects,
personality and traits, perception, and cognition.
Social psychology traditionally has been defined as the
study of the ways in which people affect, and are affected
by, others.

a major focus:in this tradition

explores the attitude and the connection between
personality and one’s communication.
basic tenets:of the tradition
01. 02
Truths to be discovered Scholars of this tradition
by careful, systematic seek to provide insight in
observation the ways we process
(experiments) information

03 04
The central question of Relationship between
this tradition is: What communication
can I do to get them to stimuli,audience
change? predisposition and
opinion change.
 the variation:three
branches

the behavioral the cognitive the biological

the behavioral branch Cognitive explains how genetic factors that

concentrates on how individuals acquire, human behaviors are
people actually behave store, and process transferred biologically
in communication information in a way and are derived not
situation. which leads to from leaning or
behavioral outputs. situational factors,but
from inborn neural
influences
theory:as an example

the socio-psychological theory is

grounded in the study of the
individual and it specific focus on
interpersonal interaction and
influences.
The psychological aspect of this
approach views persons as entities
with characteristics which cause
them to act in independent ways.
reference:
Oberiri Destiny Apuke
seven tradition in the field of communication theory
https://www.eajournals.org/wp-content/uploads/Another-
Look-at-Mapping-the-Territory-Seven-Traditions-in-the-
Field-of-Communication-Theory.pdf
Littlejohn, S.W. & Foss, K.A. (eds.) 2011, Theories of human
communication, Long Grove, Ill. : Waveland Press, c2011.,
United States of America.
Thank
You
 Cybernetic
Tradition
Communication is theorized as information
a basic concept
Communication is theorized as information
processing,
Theories in cybernetics explain how physical,
biological, social and behavioural processes work.
“a system of parts, or variables, that influence one
another, shape and control the character of the overall
system”
(Littlejohn & Foss, 2008, p. 40).

In this tradition communication is seen as a system of

processing information, feedback and control.
 basic tenets of
cybernetic
system ideas shape cybernetics thinking.
a system is a set of interacting components,
which together form something more than just a
sum of the parts and besides that there is also
complexity.
A system takes inputs from the environment,
processes them and creates outputs back to the
environment. Inputs and outputs can sometimes
be tangible materials or it can be energy and
information.
 the variation and
theory:as an examples
Basic System Cybernetics Information
Theory Theory

Maintains that systems are This term applies to the focuses on the transmission
structures that one can general tradition and the of signals through networks
study and see how the variation.It emphasizes and seeks to improve that
parts of the system that communication is process.It tries to counteract
interact. It is also possible not linear but rather it is noise and facilitate the
to improve the system by a cyclic process with accurate flow of messages by
manipulating its inputs. feedback loops. quantifying the uncertainty
in the messages
 the variation and
theory:as an examples
General System
Theory
this branch of system theory highlights the
commonalities within systems. It seeks to
show us that different fields can be linked if
they share the same system principles.

Second Order
Cybernetics
In this variation it is understood that the
person observing the system is always
cybernetically engaged with the system that
they are observing and therefore they both
affect each other during the process.
reference:
Oberiri Destiny Apuke
seven tradition in the field of communication theory
https://www.eajournals.org/wp-content/uploads/Another-
Look-at-Mapping-the-Territory-Seven-Traditions-in-the-
Field-of-Communication-Theory.pdf

Griffin, E. (2000). A first look at communication theory (4th

ed.). New York: McGraw Hill.

Littlejohn, S.W. & Foss, K.A. (eds.) 2011, Theories of human

communication, Long Grove, Ill. : Waveland Press, c2011.,
United States of America.
Thank
You
 Rhetorical
Tradition
Communication is theorized as the practical art of discourse.
a basic concept
Communication is theorized as the practical art of
discourse.
according to Foss(2009):rhetoric is the body of thought
concerned with the use of symbols by human beings
Kock (2002) defines rhetoric as the study of the means of
persuasion available that uses language as an inducement to
action, for any given situation.
Aristotle defines rhetoric as the art of discovering all the
available means of persuasion.
Aristotle three main forms

he argues that the rhetor’s power of demonstrating his

personal character will make his speech credible (ethos)
his ability to stir emotions will allow for a connection to
be made (pathos)
his power to prove truths through persuasive arguments
(logos)
 the variation:in the tradition
based on three theorists within the tradition

Aristotle
Aristotle’s rhetoric of persuasion that emerged from
Plato‟s ideas.Plato (2007) dealt with truth, goodness,
justice, and ethics, but contrasts monological rhetoric
which was practiced by the sophists, and interactive
dialectic which leads intelligent individuals to reach
the truth.
In his view, rhetoric “is the art of persuading an
ignorant multitude about the justice or injustice of a
matter, without imparting any real instruction.
 the variation:in the tradition
based on three theorists within the tradition

Kenneth Burke
The 20th century thinker, who broadened the scope
of the rhetorical tradition beyond Aristotle‟s
preoccupation with persuasive speech. In his book A
Rhetoric of Motives,Burke (2007) uses the key concept
of identification to show “how a rhetorical motive is
often present where it is not usually recognized or
thought to belong”. He focused on the “intermediate
area of expression that is not wholly deliberate, yet
not wholly unconscious.
 the variation:in the tradition
based on three theorists within the tradition

Foss and Griffin

In their article “Beyond persuasion: A proposal for an
invitational rhetoric”, extend the bounds of rhetoric
further to a feminist critique.While Burke considered
non-speech modes of rhetorical persuasion, Foss and
Griffin move rhetoric to a response of patriarchal bias
that undergirds most theories of rhetoric.
tenets of this tradition
The belief that speech differentiates a man from an
animal. As far as verbal communication goes, Cicerone
asks what else could concentrate the dispersed mankind
in one place to establish a society
The belief that public speech given in a democratic
forum is a more effective means for political problems
solving than ruling based on decrees and resorting to
violence.
A situation in which an individual orator tries to
influence a wide audience through persuasive, open
discourse.
Rhetoric training as a basis of the leader's education
The stress on the power and beauty of the language
capable of moving emotions and pushing into actions.
Rhetoric is rather an art than science.
 five key aspects of the
Rhetorical Tradition:

Invention – The developement of the subject matter of a speech.

Arrangement – The structure of the information to be conveyed.
Style – The verbal ornamentation of speech using techniques.
Delivery – How the message is conveyed.
Memory – Refers not only to the recollection of the subject
matter of the message but also to the process of perception that
influence how we retain and process information.
theory:as an examples
include:
metaphors
similes
analogies
alliteration
repetition
rhetorical questions.
these devices are linguistic or stylistic
techniques used to enhance the impact and
memorability of a speech.
 reference:
Exploration of rhetorical and critical tradition and its variations
based on selected theorists within the tradition
https://www.iosrjournals.org/iosr-
jhss/papers/Vol.%2023%20Issue11/Version-2/F2311023242.pdf
Oberiri Destiny Apuke
seven tradition in the field of communication theory
https://www.eajournals.org/wp-content/uploads/Another-Look-at-
Mapping-the-Territory-Seven-Traditions-in-the-Field-of-
Communication-Theory.pdf
Littlejohn, S.W. & Foss, K.A. (eds.) 2011, Theories of human
communication, Long Grove, Ill. : Waveland Press, c2011., United
States of America.
Thank
You
 Socio-cultural
Tradition
Communication is theorized as the (re)production of social order.
a basic concept
Communication is theorized as the (re)production of social order.

in the Socio-cultural tradition communication is considered as a

process that involves concepts like social structure, norms, rituals,
identities and collective belief systems. This tradition focuses on
the effects of the production, maintenance and reproduction of
social formations from small 12 groups to a global phenomenon.

socio-cultural tradition is rich in the use of vocabulary such as

culture, groups, society, traditions, rules, and norms.
 basic tenets

This tradition focuses on the shape of interactions

between people rather than individual
characteristics or mental models.
interaction is the process and place where
meanings, roles, rules, and cultural values are
enacted.
This tradition is less interested in individual-level
communication
 the variation of
socio-cultural tradition
S
Symbolic
interactionism
Symbolic interactionism is very influential in the tradition. It
originated in sociology through the research of Herbert Blumer and
George Herbert who emphasised the importance of participant
observation in the study of communication.

Social
constructionism
Usually known as the social construction of reality, this perspective
has investigated how human knowledge is formed through social
interaction.
 the variation of
socio-cultural tradition
S

Sosio-linguistic
What is important in this tradition is
that humans use language Ethnography
differently in different cultural ethnography or observation of how
groups and social groups. social groups construct meaning
through their linguistic and non-
linguistic behaviour. ethnography
Ethnometodology looks at the forms of
communication forms used in a
careful observation of small particular social group (ex. the
behaviors in real situations. This words they use and what they
approach looks at how we manage mean).
or relate behavior in social
interactions at any given time.
theory:as an examples

There are six theories often associated with this tradition:

ethnomethodology
symbolic interactionism
social constructionism
ethnography of communication
structuration and actor network theory (Craig, 2007)
philosophy of language and sociolinguistics.
 theory:as an examples

Symbolic interactionism
focuses on how social structures and meanings are
created and maintained in social interactions for an
example a person may behave differently in a work
meeting than at a company picnic. In the office, the
person may have a professional
reference:
Socio-cultural Tradition: From Theory to Research
Socio-cultural Tradition: From Theory to ResearchAfrican
Journals Onlinehttps://www.ajol.info › index.php › jolte ›
article › view

Oberiri Destiny Apuke

seven tradition in the field of communication theory

Littlejohn, S.W. & Foss, K.A. (eds.) 2011, Theories of human

communication, Long Grove, Ill. : Waveland Press, c2011.,
United States of America.
Thank
You
Phenomenology
Tradition
Communication is theorized as dialogue.
a basic concept
Communication as the experience of self and others through
dialogue.

the phenomenological tradition emphasizes the interpretation of

one's own subjective experiences. Individual experiences, gain
particular importance, become more authoritative than research
hypotheses or communication axioms.
people interpret messages based on experience by filtering
understanding through their own values and understanding.
.
 Maurice Merlau-Ponty
an expert of this tradition

wrote that "all knowledge of the world, even my scientific

knowledge, is derived from some experience of the world."
phenomenology makes actual experience the primary data of
reality. All you can know is what you experience.
 Stanley Deetz:three basic tenets
of phenomenology

knowledge is discovered directly in conscious.

the meaning of objects consists of the power of
objects in people’s life.
language is a vehicle of meaning.
 the variation:
Classical
Phenomenology
Edmund Husserl who founded modern
phenomenology maintained that truth could
only be obtained through direct experience.
Furthermore it is only through conscious
attention that truth can be discovered but in
order to achieve this biases must be set aside.

Hermeneutic
Phenomenology
Martin Heidegger-Communication as the
vehicle to assign meaning to our experiences.
It is only through natural experience that
reality is known and language is what creates
and attributes meaning.
the variation:

Phenomenology
of Perception
Maurice Merleau-Ponty is the main
contributor to the phenomenology of
perception. In this branch the human being is
active in creating meaning in the world. It is
believed that people only know things
through their personal relationship with the
things.
example:of this tradition

An example of this theory is when

someone feels stomach pain then
phenomenology will study the
direct experience by doing an in-
depth description without
interpretation or assumption.
reference:
Oberiri Destiny Apuke
seven tradition in the field of communication theory
https://www.eajournals.org/wp-content/uploads/Another-
Look-at-Mapping-the-Territory-Seven-Traditions-in-the-
Field-of-Communication-Theory.pdf
Griffin, E. (2000). A first look at communication theory (4th
ed.). New York: McGraw Hill.
Jillian McCarthy
Phenomenology Variations from Traditional Approaches to
Eidetic and Hermeneutic Applications.

Littlejohn, S.W. & Foss, K.A. (eds.) 2011, Theories of human

communication, Long Grove, Ill. : Waveland Press, c2011.,
United States of America.
Thank
You