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History of "Speech Communication":: Models and Messages

This document provides an overview of the history and development of models of communication and speech. It discusses early models from rhetoric and media effects research. It then summarizes scientific models of persuasion and relationship research as well as sociological approaches including symbolic interactionism. Finally, it outlines several key communication models including Ogden and Richards' triangle of meaning, Lasswell's model of communication, extensions of Lasswell, symmetry models, Shannon and Weaver's information theory model, Schramm's model, and Hall's circuit of culture model.

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AG. Eka Wenats Wuryanta
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103 views26 pages

History of "Speech Communication":: Models and Messages

This document provides an overview of the history and development of models of communication and speech. It discusses early models from rhetoric and media effects research. It then summarizes scientific models of persuasion and relationship research as well as sociological approaches including symbolic interactionism. Finally, it outlines several key communication models including Ogden and Richards' triangle of meaning, Lasswell's model of communication, extensions of Lasswell, symmetry models, Shannon and Weaver's information theory model, Schramm's model, and Hall's circuit of culture model.

Uploaded by

AG. Eka Wenats Wuryanta
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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History of “Speech

Communication”: Models and


Messages
Lee & Baldwin
1. Rhetoric
 Earliest study: Ancient
cultures
– Greece: Aristotle, Plato
– Rome: Cicero, Quintilian
– China, India
 Beginning of a discipline
(1900-1940)
– 1914: National Association of
Academic Teachers of Public
Speaking
– Departments of English
– Focus on public speaking
1. Rhetoric, cont.
 From practice to theory
(1940-present)
– Aristotle (again): Logic,
credibility, emotion
– Burke (dramatism):
Speech to remove guilt
– Fisher (narrative
paradigm): Stories well
told (believable,
coherent)
2. Early Media Research
 The beginnings (1900-1920s)
– Some early writers
 Charles Cooley (sociology)
 Robert Park (sociology, journalist,
human rights activist)
 John Dewey (educational philosopher)
2. Early Media Research
 Strong effects models:
Post WW 1 (1920s-1950s)
– Media as “hypodermic
needle” or “magic bullet”
– A “mass audience,”—people
with the same
characteristics/effects
– Started with analysis of radio
effects, Hitler’s propaganda,
and gaining support for U.S.
war effort (WWII)
– Radio available but only 3 tv
channels so viewing options
limited
2. Early Media Research
 Limited effects models (1950s to
1960s)
– Post WW2—a move from focus on
mass audience to demographic
groups
– People were seen as choice-makers—
not “sponges” soaking up media’s
influence
– Origin of Uses and Gratifications
Theory
2. Early Media Research
 Summary thoughts
– Strongest influence from sociology,
psychology, social psychology
– Strong basis in scientific method,
“media effects” paradigm
– A change over the years in how
strong media’s influence is
– Began in early 1900s, but focus
continues today
3. Scientific View of Face-to-
Face Communication
 Persuasion
– A move from “rhetoric” (analysis of
speeches) to “variables”
 Both in change of attitudes/beliefs
(traditional persuasion) and change in
behavior (compliance gaining—more
recently)
– Some early writers (1930s-1950s)
 Kurt Lewin: Small group interaction, group
leadership, gatekeeping, networks
 Carl Hovland: Persuasion, source credibility, 2-
sided messages
3. Scientific View of Face-to-
Face Communication
 Relationship research
– Self-disclosure (Jourard,
1960s)
– Relational growth:
(1970s)
 Altman & Taylor:
Social penetration
theory
 Thibaut & Kelley:
Social exchange
theory
 Berger & Calabrese:
Uncertainty reduction
theory
3.5 Sociological View of Face-
to-Face Communication (Metts
add)
 Goffman
– Face and facework
 Brown & Levinson (socio-linguists)
– Politeness theory
 Scheflen
– Quasi-courtship behaviors
– Body language and social order:
Communication as behavioral control
4. Sociology of Culture
 Chicago School (of Sociology)
– View: communication creates culture
– Social reality as process, not effect;
“social construction of reality” (Berger &
Luckmann, 1969)
 Symbolic Interactionism & Media
– We co-create reality through messages
– Media messages are part of the process of
reality construction
5. Marxist (critical) Approaches
 The Original Marx
– The haves
(bourgeoisie) & have-
nots (proletariat):
owners & workers
– Economic system
(base) drives all else—
religion, education,
family, culture
(superstructure)
5. Marxist (critical) Approaches,
cont.
 Modified Marxism (1970’s to present)
– It’s not just class, but race, sex, etc.
– Oppression not always deliberate
– Cultural studies, feminism, semiotics
– Focus on group-held power, oppression
(racism, classism, sexism),
empowerment, resistence
– Media studies take a humanistic and
critical turn!
Some Models of
Communication:
Ogden & Richards Triangle of Meaning
“D-o-g”
Reference (Thought)

Symbol Referent
(Word: D-o-g) (Reality)
Lasswell’s Model of
Mediated Communication

Who says
What in
Which channel
to Whom
with What Effect?
(in what Situation and
Context?)
Lasswell’s Model
Example: Presidential Media Event

Who: George Bush,


Kim Dae-Jung
What: Media Event
Which channel:
Whitehouse Webpage
to Whom: American
public
with What Effect: Positive PR for
Bush’s international program
in what Situation: Goodwill trip
and Context: War with Iraq; Tense
relations with North Korea
Extensions of Lasswell
 Technological Determinism
(McLuhan): “The medium is the
message” (medium (influences)
everything else)
 Media Ecology Theory: TV (and other
changes in media)  harmful
societal effects (e.g., texting, SNS 
relationships?)
Symmetry (Balance) Models
Symmetry (Balance) Models
Shannon & Weaver’s
“Information Theory” Model

Information Transmitter Receiver Destination


Source
Channel

Signal Received
Signal

Noise
Source
Shannon & Weaver’s
“Information Theory” Model
Example: Broadcast following crisis
A B D E
C
television TV TV sets; viewing
Circuitry,
station broadcasting public
waves
equipment

Signal: Received
A storm! Signal:
A storm!

Noise Source:
Storm damages TV
equipment; static from storm
in reception
Schramm’s Model

Field of experience Field of experience

Encoder Encoder
Message

Interpreter Interpreter

Message

Decoder Decoder
Schramm’s Model
Example: Broadcast Reporting (medical)
Field of experience:
Field of experience: Limited medical
Expertise in medical experience
field

Encoder Encoder
Messag
e

Interprete Interprete
r r
Messag
e
Decoder Decoder
Hall’s Circuit of Culture
Representation

Identity
Regulation

Consumption Production
Hall’s Circuit of Culture
Example: Abercrombie & Fitch advertisement
Representation:
The image

Identity:
Regulation: People’s
None association in
mind--stylish,
sexy

Consumption: Production:
Purchasing For certain outlets

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