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

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

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

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

5. Explaining communication behavior with 5 Factors

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

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

8. 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

9. 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

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

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

12. 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

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

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

15. 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?

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

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

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