3. Theories of Communication AL AKHAWAYN UNIVERSITY SCHOOL OF HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS STUDIES 3. Theories of Communication Dr. Mohammed Ibahrine Seitel’s The Practice of Public Relations

Definition of Theory Theory is any attempt to explain or represent a phenomenon It helps to answer the “how” and “why” questions about communication 01/01/2019

Characteristics of Theory Theory is an abstraction Theory is a construction As Robert Cox said “Theory is always for someone and for some purpose” (Cox, 1981: 128) 01/01/2019

Evaluation of Theory Scope and boundaries Logical consistency Parsimony Utility Testability Test of time 01/01/2019

Goals of Theory Explanation Understanding Prediction Social change 01/01/2019

Why mapping communication theories? Public relations professionals should have an idea about these theories, because it represents the conceptual foundation which helps them understand the underpinnings of a successful public relation strategy 01/01/2019

The two step flow theory The two step flow theory was first introduced by Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet in the People’s Choice, a 1948 study focused on the process of decision-making during Presidential election campaign 01/01/2019

The two step flow theory This theory argued that Ideas often flow from the mass media to the opinion leaders and from them to the less active sections of the population This theory may have given the mass media too much credit There are other factors that may influence people 01/01/2019

The concentric –circle Theory developed by Elmo Roper Elmo Roper: (1900-1971) was a pioneer in the fields of market research and public opinion 01/01/2019

The concentric –circle The concentric–circle theory stated that ideas evolve gradually to The public at large moving in concentric circles from great thinkers to great disciples to great disseminators to lesser disseminators to the active audience to the inert 01/01/2019

The concentric – circle POLITICALLY INERT POLITICALLY ACTIVE GREAT DESSIMINATORS GREAT THINKERS IDEA Source: www.csus.edu 01/01/2019

Jackson’s PR Model Jackson’s five-step process: Building awareness Developing a latent readiness Triggering event Intermediate behavior Behavioral change 01/01/2019

Jackson’s PR Model Jackson’s five-step process: Building awareness: build awareness through all the standard mechanisms, publicity, advertising and face-o-face communication 01/01/2019

Jackson’s PR Model Jackson’s five-step process: Developing a latent readiness: people begin to form an opinion based on such factors as knowledge, emotion and relationships 01/01/2019

Jackson’s PR Model Jackson’s five-step process: Triggering event: this makes you want to change your behavior Natural (slimming down in time for beach) Planned (rallies and campaigns) 01/01/2019

Jackson’s PR Model Jackson’s five-step process: Intermediate behavior: This is the investigative period when an individual is determining how best to apply a desired behavior The individual starts seeking information 01/01/2019

Jackson’s PR Model Jackson’s five-step process: Behavioral change: The adoption of a new behavior 01/01/2019

S-E-M-D Communications Processe ource ncoder essage ecoder eceiver SEMDR 01/01/2019

S-E-M-D Communications Processe It is in the stages: encoding and decoding, that the PR function most comes into play 01/01/2019

5. Spiral of Silence Theory Is an innovative theory of public opinion developed by Elisabeth-Noelle-Neumann She argued that people tend to remain silent when they feel that their views are in the minority The so-called silent majority fears becoming isolated They invariably choose to vote with the majority 01/01/2019

5. Spiral of Silence Theory Is an innovative theory of public opinion developed by Elisabeth-Noelle-Neumann She argued that people tend to remain silent when they feel that their views are in the minority The so-called silent majority fears becoming isolated They invariably choose to vote with the majority 01/01/2019

Constructivism It suggests that knowledge is constructed, not transmitted It is concerned with the cognitive process that proceeds the actual communication within a given context It is important to have some knowledge of the receiver: beliefs, predilection and background The task of the communicator is to understand how receivers think about the issues in question and work to challenge these preconceived notions and hopefully convert audience members into altering their views 01/01/2019

Coordinated Management Meaning Is a theory of communication based on social interaction It posits that when we communicate, we construct our social realities of what is going on and what kind of action is appropriate We each have our own stories of life experience which we share with others in conversation When we interact we coordinate our beliefs, ideas with those of others so that a mutual outcome might occur 01/01/2019

Grunig-Hunt Public Relations Models Is formulated by James Grunig and Todd Hunt They propose four models that define public relation communications Press agentry/publicity Public Information Two way asymmetric Two-way symmetric 01/01/2019

Grunig-Hunt Public Relations Models Press agentry/publicity: is essentially one way communication that beams messages from source to a receiver with the express intention of winning favorable media attention 01/01/2019

Grunig-Hunt Public Relations Models Public Information: this is a one way-communication designed to necessarily to persuade but rather to inform This model of communication have been linked to the common notion of public relations as propaganda 01/01/2019

Grunig-Hunt Public Relations Models Two way asymmetric: This is a more sophisticated two-way communication approach that allows an organization to put out its information and receive feedback from its publics about that information 01/01/2019

Grunig-Hunt Public Relations Models Two-way symmetric: This preferred way of communicating advocates free and equal information flow between an organization and its publics, based on mutual understanding This approach is more balanced symmetrical with the public relations professionals serving as mediators between the organization and the publics 01/01/2019

Grunig-Hunt Public Relations Models Is formulated by James Grunig and Todd Hunt They propose four models that define public relation communications Press agentry/publicity Public Information Two way asymmetric Two-way symmetric 01/01/2019

Grunig-Hunt Public relations Models Is an innovative theory of public opinion developed by Elisabeth-Noelle-Neumann Press agentry/publicity Public Information Two way asymmetric Two-way symmetric Examine: Please identify the relationship between the Goals of Communication and Grunig-Hunt public relations Models 01/01/2019

Typical Communication Goals 01/01/2019