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

Communication apprehension (CA) Trait CA Pathological CA 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 Observe, Consider intent, decide cause Situational Uses reason to explain our and others behavior Three steps: Observe, Consider intent, decide cause Causal attributions: Situational Personal effects Sentiment Ability Belonging Effort Obligation Desire Permission

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 Contrast Assimilation Latitude of acceptance Latitude of rejection 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 Information – integration 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 Valence Does information support current beliefs? Two variables Valence Does information support current beliefs? Positive or negative affect Weight Credibility of information

Theory of Cognitive Dissonance Leon Festinger Cognitive elements (CE) Piece of knowledge Relationships between CE Cognitive Irrelevance Cosonant Dissonance

Cognitive Dissonance Dissonance Two CE are in opposition individual experiences tension and stress Causes person to work to reduce or avoid the dissonance Variables that determine extent of dissonance Increases as number of elements increase Increases when the CE is held in high importance

Cognitive Dissonance Change cognitions Adding cognitions Dealing with dissonance Change cognitions Adding cognitions Alter importance Misinterpret information

Unpleasant state or tension Smoking is unhealthy Unpleasant state or tension I smoke cigarettes Cognitive Dissonance

Sociocultural Tradition Theories based in Sociocultural Tradition Symbolic Interactionism Communication Theory of Identity

Symbolic Interactionism George Herbert Mead Evolving understanding of Social Interaction Mead added human consciousness Significant gestures or symbols Mead Symbolic versus non-symbolic

C.K. Ogden and I.A. Richards: Triangle of Meaning

Communication From gestures to language Interpretation of Stimulus Sender Receiver Role taking in communication Self – talk Plan of Action Orientational Others

Communication Theory of Identity Who am I? Indentity Individual Communal Societal COMMUNICATION

Dimensions of Identity Feelings Affective Domain Thoughts Cognitive Actions Behavioral Relationship Spiritual Power of Identity

Personal Enactment Relational Communal Sense of self in social situations Personal Insights about self based on what you do, have, or how you act Enactment Who you are in relation with others Relational Identity of self among a culture or large group Communal Interaction of personal and ascribed dimensions

Rhetorical Tradition Theory Richard Weaver’s Theory of Truth and Rhetoric Human composed of three parts Physical Mind or thoughts Soul

Three levels of knowledge Ideas about thing Beliefs and convictions Metaphysical dreams Truth

Three major sources Argument User reveal the truth & values to which they subscribe Grammatical Categories Type of sentence format reveals the speaker’s worldview Passive or action sentences (nouns or verbs) Ultimate terms Terms sanctioned by culture that represent absolute views

Critical Tradition Standpoint Theory Focus: The impact of circumstances in a person’s life on their understanding of the world Involves: Understanding that events shape our perspective Recognizing the power relations that produce unequal social positions Earned with critical reflection on power relations Layered understanding

Feminist Standpoint Theory One of first standpoints researched Focus: Knowledge or social conditions common to women and girls That lead to socially assigned activities Not given automatically on basis of being female

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