Week 5 -- Theory

Core Questions Who am I as a communicator? What resources enable me to communicate? How am I different from other communicators? How do other people see my behavior? How do I change from one situation to another?

What is a theory? A generalization about a phenomenon, an explanation of how or why something occurs. A system of generalizable statements logically linked together to explain, describe, predict and/or control human phenomena in given context. A set on interrelated constructs (concepts), definitions and propositions that present a systematic view of phenomena by specifying relations among the variables, with the purpose of explaining and/or predicting the phenomena.

Four functions of a theory Describe Explain Predict Control

Levels of Communication Interpersonal Group Public communication or rhetoric Network / Organizational Mass / Macroscopic / Societal

Levels of Communication (Powers) Tier 1 – The content and form of the messages Tier 2 – Communicators as…  Individuals  Participants in social relationships  Members of cultural commodities Tier 3 – Levels of communication, including…  Public  Small group  Interpersonal Tier 4 – Contexts and situations in which communication occurs  Health care, politics, organizations, religion, etc.

Individual as Communicator Bring a special set of characteristics and resources to any encounter Perspectives are never completely unique, but always shared to some extent with others Communicator interpretations and actions…  are always organized according to certain expectations, ways of understanding, and categories of thought  change over time through interaction with others

Public Relations Theory Harold Lasswell Propaganda Research He is well known for his comment on communication:  Who (says) What (to) Whom (in) What Channel (with) What Effect and on politics:politics  Politics is who gets what, when, where, and how.

Lazwell’s framework Who?Says what?In what channel? To whom?With what effect? CommunicatorMessagesChannelReceiverEffect

Carl Hovland Experimental Psychologist Yale Studies on Attitude Change and Persuasion Scientific approach  Experiments, attitudes and communication  Sleeper Effect  Learning was greater when the audience perceived the communicator to be trustworthy and credible.

Jim Grunig You must first consider the wants and needs of the subject.  Only then can the communication meet those needs and be successful. Assumption – All Public Relations is situational. Press Agentry / Publicity vs. Public Information

Grunig’s model

Press Agentry & Publicity Propaganda Truth not essential One-way Sports, theatre, product promotion

Public Information Information dissemination Truth is important Reputation Management

Step Theories One Step  Injection  Magic Bullet Theory Two Step  Opinion leaders to masses Multi-step  Reverse grapevine  Guerilla / viral

Diffusion Theory (Rogers) Three phases  Information acquisition  Information evaluation  Adaption or rejection Five stages or groups  Innovators: may be originators or introducers  Early adaptors  Early majority  Late majority  Laggards

Other Theories Cultivation Theory  Media provides viewers with unrealistic view, but one that many take to be realistic  Exposure over time changes views  Mean World Theory Uses and Gratifications  People interact with media because of its utility and rewards  Promise of reward / effort required = probability of selection Agenda Setting  Media sets the societal agenda  They determine what the important issues are  Framing

Functions of Mass Media Entertain Persuade Inform Legitimize or status conferral Narcotize Enforce societal mores or introduce new mores