COMM THEORY: On Diversity of Theories

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COMM THEORYOn Diversity of Theories

• John A. Cagle, Ph.D.
• Communication
• California State University, Fresno

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Diversity in Theory Making sense of it all

• Traditions Approaches to Communication
• Communication Contexts
• Application, Function, and Purpose

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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.

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TRADITIONS

• The Sociopsychological Tradition study of the
  individual as a social beingbehavior 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 powerhow 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.

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ILLUSTRATIVE APPROACHES

• Public Speaking Approaches the
  Rhetorical Tradition
• Trait Approaches
• Persuasion Approaches
• Verbal Behavior Approaches
• Nonverbal Behavior Approaches

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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)

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• 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 dont my students take notes?

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In all centuries, rhetoric

• . . . responds to whats 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

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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.

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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

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Persuasion Approaches

• Variable analytic
• message structure,
• message appeals, and
• language variables
• Source credibility
• Cognitive dynamics theories (attitudes)

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Verbal Behavior Approaches

• Metaphor and stylistic devices
• Language intensity
• Lexical diversity
• Evidence
• Fear appeals
• Supportive and defensive messages

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Nonverbal Behavior Approaches

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

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COMMUNICATION CONTEXTS

• Interpersonal Contexts
• Small Group and Organizational Contexts
• Mass Media Contexts
• Intercultural Contexts

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Interpersonal Contexts

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

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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

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Mass Media Contexts

• Two-step flow
• Diffusion of innovations
• Uses and gratifications
• Social role of media stereotypes
• Advertising and propaganda

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Intercultural Contexts

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

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APPLICATIONS

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

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• Government management
• Health communication
• Education
• Entertainment
• Legal communication civil and criminal