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

7. 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

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 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

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 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

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 Information – integration
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 Valence Does information support current beliefs?
Two variables
Valence
Does information support current beliefs?
Positive or negative affect
Weight
Credibility of information

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

20. 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

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

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

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

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

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

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

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

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

29. 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

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

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

32. 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

33. 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

34. 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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