1. History of “Speech Communication”: Models and Messages
Lee & Baldwin

2. 1. Rhetoric Earliest study: Ancient cultures
Greece: Aristotle, Plato
Rome: Cicero, Quintilian
China, India
Beginning of a discipline ( )
1914: National Association of Academic Teachers of Public Speaking
Departments of English
Focus on public speaking

3. 1. Rhetoric, cont. From practice to theory (1940-present)
Aristotle (again): Logic, credibility, emotion
Burke (dramatism): Speech to remove guilt
Fisher (narrative paradigm): Stories well told (believable, coherent)

4. 2. Early Media Research The beginnings (1900-1920s) Some early writers
Charles Cooley (sociology)
Robert Park (sociology, journalist, human rights activist)
John Dewey (educational philosopher)

5. 2. Early Media Research Strong effects models: Post WW 1 (1920s-1950s)
Media as “hypodermic needle” or “magic bullet”
A “mass audience,”—people with the same characteristics/effects
Started with analysis of radio effects, Hitler’s propaganda, and gaining support for U.S. war effort (WWII)
Radio available but only 3 tv channels so viewing options limited

6. 2. Early Media Research Limited effects models (1950s to 1960s)
Post WW2—a move from focus on mass audience to demographic groups
People were seen as choice-makers—not “sponges” soaking up media’s influence
Origin of Uses and Gratifications Theory

7. 2. Early Media Research Summary thoughts
Strongest influence from sociology, psychology, social psychology
Strong basis in scientific method, “media effects” paradigm
A change over the years in how strong media’s influence is
Began in early 1900s, but focus continues today

8. 3. Scientific View of Face-to-Face Communication
Persuasion
A move from “rhetoric” (analysis of speeches) to “variables”
Both in change of attitudes/beliefs (traditional persuasion) and change in behavior (compliance gaining—more recently)
Some early writers (1930s-1950s)
Kurt Lewin: Small group interaction, group leadership, gatekeeping, networks
Carl Hovland: Persuasion, source credibility, 2-sided messages

9. 3. Scientific View of Face-to-Face Communication
Relationship research
Self-disclosure (Jourard, 1960s)
Relational growth: (1970s)
Altman & Taylor: Social penetration theory
Thibaut & Kelley: Social exchange theory
Berger & Calabrese: Uncertainty reduction theory

10. 3.5 Sociological View of Face-to-Face Communication (Metts add)
Goffman
Face and facework
Brown & Levinson (socio-linguists)
Politeness theory
Scheflen
Quasi-courtship behaviors
Body language and social order: Communication as behavioral control

11. 4. Sociology of Culture Chicago School (of Sociology)
View: communication creates culture
Social reality as process, not effect; “social construction of reality” (Berger & Luckmann, 1969)
Symbolic Interactionism & Media
We co-create reality through messages
Media messages are part of the process of reality construction

12. 5. Marxist (critical) Approaches
The Original Marx
The haves (bourgeoisie) & have-nots (proletariat): owners & workers
Economic system (base) drives all else—religion, education, family, culture (superstructure)

13. 5. Marxist (critical) Approaches, cont.
Modified Marxism (1970’s to present)
It’s not just class, but race, sex, etc.
Oppression not always deliberate
Cultural studies, feminism, semiotics
Focus on group-held power, oppression (racism, classism, sexism), empowerment, resistence
Media studies take a humanistic and critical turn!

14. Some Models of Communication: Ogden & Richards Triangle of Meaning
“D-o-g”
Symbol (Word: D-o-g)
Referent (Reality)
Reference (Thought)

15. Lasswell’s Model of Mediated Communication
Who says
What in
Which channel
to Whom
with What Effect?
(in what Situation and Context?)

16. Example: Presidential Media Event
Lasswell’s Model
Example: Presidential Media Event
Who: George Bush,
Kim Dae-Jung
What: Media Event
Which channel:
Whitehouse Webpage
to Whom: American
public
with What Effect: Positive PR for Bush’s international program
in what Situation: Goodwill trip
and Context: War with Iraq; Tense relations with North Korea

17. Extensions of Lasswell
Technological Determinism (McLuhan): “The medium is the message” (medium (influences) everything else)
Media Ecology Theory: TV (and other changes in media)  harmful societal effects (e.g., texting, SNS  relationships?)

18. Symmetry (Balance) ModelsX B A

19. Symmetry (Balance) Models

20. Shannon & Weaver’s “Information Theory” Model
Received
Signal
Information
Source
Noise
Transmitter
Receiver
Destination
Channel

21. Shannon & Weaver’s “Information Theory” Model
Example: Broadcast following crisis
Received
Signal:
A storm! A
television station
Noise Source:
Storm damages TV equipment; static from storm in reception B
TV broadcasting equipment D
TV sets; E
viewing public C
Circuitry, waves

22. Schramm’s Model Field of experience Encoder Message Interpreter
Decoder
Message
Field of experience

23. Example: Broadcast Reporting (medical)
Schramm’s Model
Example: Broadcast Reporting (medical)
Field of experience:
Limited medical experience
Field of experience:
Expertise in medical field
Encoder
Message
Encoder
Interpreter
Interpreter
Message
Decoder
Decoder

24. Hall’s Circuit of Culture
Representation
Identity
Regulation
Consumption
Production

25. Hall’s Circuit of Culture
Example: Abercrombie & Fitch advertisement

26. Representation:
The image
Identity:
People’s association in mind--stylish, sexy
Regulation:
None
Consumption:
Purchasing
Production:
For certain outlets