COMM THEORY: On the Nature of Theory John A. Cagle, Ph.D. Communication California State University, Fresno

COMM 100 Theories of Human Communication is a course designed to introduce upper division students to communication theory from a scientific perspective.

THEORY A theory is a scientific account of phenomena. At a minimum it is a strategy for handling observations in research, providing a conceptual system for describing and explaining.

Darnell's definition of theory "A theory is a set of statements, including some lawlike generalizations, systematically and logically related such that the set implies something about reality. It is an argument that purports to provide a necessary and sufficient explanation for a range of phenomena.

It must be capable of corrigibility--that is, it must be possible to disconfirm or jeopardize it by making observations. A theory is valuable to the extent that it reduces the uncertainty about the outcome of a specific set of conditions."

an identification of the components or conceptual categories by which we classify the elements of a system; a specification of the characteristics of these components; and a specification of a set of laws in conformity with which states of the system precede or succeed each other. A theory includes

Law: As centrality increases, rank increases. Antecedent conditions: C 1 C 2 C 3 … C n ___________ Consequent conditions E

Theory of Small Group Influence Centrality Observability Conformity Influence Rank Source: T.K. Hopkins, The Exercise of Influence in Small Groups

Think of True Love – what factors produce true love, maintain it, or destroy it? Take out a piece of paper & write down four of these main factors

Theory of True Love TRUST + ATTITUDE + RECIPROCITY + COMMITMENT +_ _ = True Love

Cagle’s Dirty Joke Theory: Some Independent Variables SOURCE: attraction, age, sex, status, attitude, credibility, skill... MESSAGE: clarity, language, timing, delivery, organization, content... RECEIVER: attitude, age, sex, status, attitude, perception of source... CHANNEL: live, VHS, print, book, ...

Cagle’s Dirty Joke Theory: Some Dependent Variables LAUGHTER DISGUST CONFUSION PHYSICAL LEAVING COMPREHENSION ATTITUDE CHANGE Etc.

Cagle’s Dirty Joke Theory: Variables JOKE + SOURCE + MESSAGE + RECEIVER + CHANNEL = LAUGHTER + SHOCK + CONFUSION MIXED SEX + DIRTY JOKE = SHOCK SAME SEX + DIRTY JOKE = HILARITY

COMMUNICATION Communication is a complex, pervasive phenomena. Virtually every human endeavor involves communication in some way. Consequently, there are a great many communication theories--each, in its own way, appropriate to those aspects of the phenomena germane to its purpose.

Communication Mosaic: A Metaphor First, the metaphor of a mosaic offers a theoretical orientation to illumine the inter- connectedness among all communication theories. Second, it provides an overview of some of the more interesting, provocative, and heuristic theories within the major types of communication theories. Meaning is created from bits and pieces which our mind puts together into a gestalt.

I cdnuolt blveiee taht I cluod aulaclty uesdnatnrd waht I was rdgnieg The phaonmneal pweor of the hmuan mnid Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer inwaht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitll raed it wouthit a porbelm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe. Amzanig huh? yaeh and I awlyas thought slpeling was ipmorantt! Meaning Is Created

Becker’s Mosaic Model of Message

The main dimensions of the mosaic model: Context Function Intention Variable Level of analysis Analytic and synthetic properties Audience