3 Traditions in Communication Theory

(with a theory of each)

Linell Faye Celiz

BJ 3-1D
SEMIOTIC TRADITION
The semiotic tradition is one discipline that brings to light the importance of signs and symbols
and how they come to represent ideas and concepts through our own experiences and
perceptions.

>Modes of Sign Production

Umberto Eco’s semiotic theory is non-referential. For him, expressions may be used to refer to
the things or states of the world, but they are derived from culture and the content established
by a culture. A sign (or sign-function) is no longer conceived of as corresponding to a specific,
frozen referent (which used to be the case for the linguistic sign); it can take on several
meanings, or designate various realities within the socio-cultural context.
According to Eco, a general semiotic theory should include not only a theory of how codes may
establish rules for systems of signification but a theory of how signs may be produced and
interpreted. A theory of codes may clarify aspects of ‘signification,’ while a theory of sign-
production may clarify aspects of ‘communication.’ Eco defines ‘signification’ as the semiotic
event whereby a sign ‘stands for’ something and he defines ‘communication’ as the
transmission of information from a source to a destination. Communication is made possible by
the existence of a code, or by a system of signification. Without a code or a system of
signification, there is no set of rules to determine how the expression of signs is to be
correlated with their content. The use of a code or a system of signification in order to correlate
the expression and content of signs may be necessary in order to establish any form of
communication.

Strengths: its strength is that the “sign” stated or is being comprehended in other Semiotic
Theory only refers to the thought that expression is equivalent to content. He has the point
about the “sign” is as something that is broader than the simple linguistic sign. Since too many
things can be signs, Eco theory focus exclusively on the activity of signification and to see how
processes of signification function.

Weaknesses: The ‘cultural unit’ that Eco prefers in his Semiotic Theory is vast and somewhat
difficult to identify or define its meaning. He himself has noted that ‘cultural units’ may also in
some cases be ambiguous or equivocal in nature, and may in some cases be ‘fuzzy concepts.’
‘Fuzzy concepts’ may be ‘sememes’ which are open to different ‘readings’ because of the
different meanings which they may have in different situations or because of the different ways
in which they may be combined with other ‘cultural units.
Related Movie: The Name of the Rose

This movie is based on the novel written by our dear Umberto Eco. It is a movie about
the unholy murdering. The Name ofthe Rose is seen in its simplest form as the story of the
characters themselves. William of Baskerville, a Franciscan, is on a visitation at a Benedictine
abbey. Upon arriving at the abbey, William is asked by the abbot to investigate the strange
death of one of the monks. In the course of William's visit, Steven Sallis 5 four other monks are
murdered. William, with the help of his traveling companion, Adso, eventually discovers the
murderer, who commits suicide. The murderer's death leads to a fire, which burns down the
great abbey.
The viewers find reflections in the movie in Adso and William, respectively. The
movement of these two characters toward encountering the maze-like quality of the library
helps the viewer interested in literary criticism to see the movie as exploring the role of the
viewer. Like Adso, the naive character comes to the movie without much critical background
but goes away with a new appreciation that allows for further exploration of literary texts. Like
William, the critical character, brings his extensive background to the movie and goes away
with the realization that even critical characters make mistakes but should be able to enjoy a
literary text nonetheless. For the audience of his novel-based movie, Eco has made the task of
understanding an easy one if the reader is willing to name the rose as "semiotic fiction" which
explores the value of signs in literature.
SOCIO-PSYCHOLOGICAL TRADITION
A great deal of research in communication is based on this socio-psychological approach.
Strategies such as using I messages or attentive listening would be regarded as deriving from
this tradition because they focus on what any individual might do to engage effectively with an
“other”.

> Social penetration theory

This theory concerns establishing and deepening relationships. Social Penetration

Theory holds that as relationships develop, communication moves from relatively shallow, non-
intimate levels to deeper, more personal ones. Social penetration theory categorizes building
intimacy in relationships as four stages; Orientation Stage (where interaction occurs at the
public level; only bits of ourselves are revealed to others); Exploratory Affective Exchange
Stage (What was once private now becomes public); Affective Exchange Stage (this stage is
characterized by close friendships and intimate relationships); and Stable ExchangeStage (This
is the stage where there are not supposed to be any cough-secrets-cough)

Strengths: It is refers to an open interpersonal behavior, thus the stages presented in this
theory much likely shows the subjective internal process of this theory. The theory proposes
that relationships get more intimate over time when people disclose more information about
themselves which is applied in friendships, family ties, husband and wife, and so on.

Weaknesses: Social Penetration Theory is an established and familiar explanation of how

closeness develops in friendships and romantic relationships but it has many negative points: it
is simplistic to equate self-disclosure with relational closeness and also challenges the theorists'
view of disclosure boundaries as being fixed and increasingly less permeable. Is a complex
blend of advantages and disadvantages can be reliably reduced to a single index? Are people so
consistently selfish that they always opt to act strictly in their own best interests?

Related Movie: The Breakfast Club

In the movie The Breakfast Club, each of the main characters exemplifies this theory. At the
beginning of the movie, characters Claire, John, Andrew, Allison, and Brian are each individuals
who separate themselves from one another. At the conclusion of this movie, they are united as
one group, whose fears and anxieties are known and each person’s true self is revealed.
Through the interaction of the characters at the beginning of the movie and at the end, the
audience sees the social penetration theory in effect.
Sociocultural Tradition
The main idea of the sociocultural tradition is communication produces and reproduces
culture. A society’s overall communication, whether is be by person to person, group to group,
or through mass media, shapes that society and makes it what it is. Our reality is constructed
from our modes of communication rather than set it in stone. It changes and influences us
every day.

>Symbolic Interactionism

Symbolic interaction theory describes the family as a unit of interacting personalities.

This theory focuses attention on the way people interact through symbols: words, gestures,
rules and roles. The symbolic interaction perspective is based on how humans develop a
complex set of symbols to give meaning to the world. Meaning evolves from their interactions
in their environment and with people. Understanding these symbols is important in
understanding human behaviour. It tackles the concept of larger social structures and also of
self concept.

Strengths: Symbolic interactionism is the way we learn to interpret and give meaning to the
world and it is much easier to prove for it is based on our interactions with others. Since people
are symbolic creatures, they can interpret and talk about their inner experiences, such as their
thoughts or desires, thus enhancing communication and interactions with others

Weaknesses: The theory is used in effective evaluating of human interaction. Different

meanings can easily lead to communication problems. In this theory, you cannot raise
assumptions with the problems that will occur before an open communication. Its only basis is
the verbal statements between its variables.

Related Movie: Shrek

When a green ogre called Shrek discovers his swamp has been 'swamped' with all sorts
of fairytale creatures by the scheming Lord Farquaad, Shrek sets out, with a very loud donkey
by his side, to 'persuade' Farquaad to give his swamp back. Instead, a deal is made. Farquaad,
who wants to become the King, sends Shrek to rescue Princess Fiona, who is waiting for her one
true love. But once they head back with Fiona, it starts to become apparent that not only does
Shrek like Fiona, but Fiona is keeping something secret. She is cursed to be an ogre during night
time. Fiona confessed this matter to Donkey, and Shrek who happened to eavesdrop, he
misunderstand Fiona. When Fiona and Farquaad will be about to become husband and wife,
Shrek comes to the rescue to save the palace/castle against the evil plans of Farquaad, and to
save her love, Fiona.
 There are scenes where symbolic interaction takes place in this movie. Shrek is
accustomed to be treated as an ugly, intimidating, and a frightening kind of creature. This
impression was given to him by other creatures that is near his swamp and by the people who
lives in the Far Away Land. When he met Donkey, Donkey is fearless of him. Shrek carries on
confused and slightly annoyed by Donkey who shows his friendliness by way of never shutting
up. At one point Shrek even says, “Rah, aren’t you scared; I’m an ugly repulsive ogre you
know?” In an attempt to build rapport with Shrek, Donkey explains to him how he had also
been treated badly by people and would never judge someone by their looks or presence. At
the end, the thought of Shrek that an ogre cannot love and cannot be loved because of their
appearance has been retorted when Fiona have found love with Shrek.