Theories that focus on the individual Chapter 4 The Communicator Theories that focus on the individual Chapter 4

The Individual & Western Society Theoretical traditions included: Sociopsychological Cybernetic Sociocultural Rhetorical Critical

Sociopsychological Tradition Evaluates the individual Two Major Areas: Trait Theory Cognition and Information Processing

Trait Theory Super traits Five Factor Model John Digman Neuroticism Extraversion Openness Agreeableness Conscientiousness

Explaining communication behavior with 5 Factors

Trait Theory Biology determines traits Commonly researched areas: Argumentativeness Positive Debating topics without arguing

Social & Communicative Anxiety Communication apprehension (CA) Trait CA Pathological CA Social avoidance & anxiety Interaction Anxiety Shyness Symptoms Physiological, behavioral, cognitive

Cognition & Information Processing Sociopsychological Tradition Uses cognition combined with other systems to explain behavior Four Theories Attribution Theory Social Judgment Theory Elaboration Likelihood Theory Heuristic-Systematic Theory

Attribution Theory Uses reason to explain our and others behavior Three steps: Observe, Consider intent, decide cause Causal attributions: Situational Sentiment Personal effects Belonging Ability Obligation Effort Permission Desire

Social Judgment Theory (SJT) Social perception Judgments made based on internal reference point (anchor) Q – Sort Latitudes Acceptance Rejection Noncommitment Influenced by ego involvement

SJT Two effects that distort the communication: Contrast Assimilation How does social judgment facilitate change? Latitude of acceptance Latitude of rejection Boomerang

Elaboration Likelihood Theory (ELT) Petty & Cacioppo Persuasion theory Works to explain how we evaluate messages Elaboration Likelihood Central Route = critical thinking Peripheral Route = lack of critical thinking Research

ELT Research Comprehensive Exam Group 1 Next year HS Source Carnegie Commission Group 2 10 years Carnegie Comm. Source

Heuristic-Systematic Model Chaiken Dual process to evaluate persuasion Two levels Heuristic = schemata Patterns of thought Cues used: Communicator Context Message

Heuristic-Systematic Model Increased depth of critical analysis Sufficiency principle High motivation and concern lends to systematic approach Concurrent processing How does the choice impact persuasion?

Cybernetic Tradition Three theories discussed Information – integration Theory of Cognitive Dissonance Problematic – Integration

Information-Integration Approach Evaluates how people gather & organize information Different variations: Original Formulation Expectancy – Value theory Theory of Reasoned Action

Original Formulation Two variables Valence Does information support current beliefs? Positive or negative affect Weight Credibility of information