Week 5 -- Theory
Core Questions
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Who am I as a communicator?
What resources enable me to communicate?
How am I different from other communicators?
How do other people see my behavior?
How do I change from one situation to another?
What is a theory?
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A generalization about a phenomenon, an
explanation of how or why something occurs.
A system of generalizable statements logically
linked together to explain, describe, predict and/or
control human phenomena in given context.
A set on interrelated constructs (concepts),
definitions and propositions that present a
systematic view of phenomena by specifying
relations among the variables, with the purpose of
explaining and/or predicting the phenomena.
Four functions of a theory
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Describe
Explain
Predict
Control
Levels of Communication
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Interpersonal
Group
Public communication or rhetoric
Network / Organizational
Mass / Macroscopic / Societal
Levels of Communication (Powers)
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Tier 1 – The content and form of the messages
Tier 2 – Communicators as…
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Tier 3 – Levels of communication, including…
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Individuals
Participants in social relationships
Members of cultural commodities
Public
Small group
Interpersonal
Tier 4 – Contexts and situations in which
communication occurs
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Health care, politics, organizations, religion, etc.
Individual as Communicator
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Bring a special set of characteristics and
resources to any encounter
Perspectives are never completely unique, but
always shared to some extent with others
Communicator interpretations and actions…
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are always organized according to certain
expectations, ways of understanding, and categories
of thought
change over time through interaction with others
Public Relations Theory
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Harold Lasswell
Propaganda Research
He is well known for his comment on
communication:
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Who (says) What (to) Whom (in) What Channel (with) What
Effect
and on politics:
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Politics is who gets what, when, where, and how.
Lazwell’s framework
Who?
Says what?
In what
channel?
To whom?
With what
effect?
Communicator
Messages
Channel
Receiver
Effect
Carl Hovland
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Experimental Psychologist
Yale Studies on Attitude Change and Persuasion
Scientific approach
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Experiments, attitudes and communication
Sleeper Effect
Learning was greater when the audience perceived the
communicator to be trustworthy and credible.
Jim Grunig
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You must first consider the wants and needs
of the subject.
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Only then can the communication meet those
needs and be successful.
Assumption – All Public Relations is
situational.
Press Agentry / Publicity vs. Public
Information
Grunig’s model
Press Agentry & Publicity
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Propaganda
Truth not essential
One-way
Sports, theatre, product promotion
Public Information
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Information dissemination
Truth is important
Reputation Management
Step Theories
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One Step
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Two Step
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Injection
Magic Bullet Theory
Opinion leaders to masses
Multi-step
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Reverse grapevine
Guerilla / viral
Diffusion Theory (Rogers)
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Three phases
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Information acquisition
Information evaluation
Adaption or rejection
Five stages or groups
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Innovators: may be originators or introducers
Early adaptors
Early majority
Late majority
Laggards
Other Theories
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Cultivation Theory
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Uses and Gratifications
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Media provides viewers with unrealistic view, but one that many take to
be realistic
Exposure over time changes views
Mean World Theory
People interact with media because of its utility and rewards
Promise of reward / effort required = probability of selection
Agenda Setting
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Media sets the societal agenda
They determine what the important issues are
Framing
Functions of Mass Media
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Entertain
Persuade
Inform
Legitimize or status conferral
Narcotize
Enforce societal mores or introduce new
mores