A Little Communication Theory
I
Introduction to Public Relations
School of Communication Studies
James Madison University
Dr. Michael Smilowitz
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What to expect?
• A very brief discussion of communication theory
to provide a basis for understanding better the
text material.
• Describe some basic propositions – emphasizing
the relevance of perspectives and metaphors to
theoretical viewpoints.
• Distinguish a linear perspective from a relational
perspective.
• Discuss Shannon and Weaver’s classic model of
communication to illustrate a linear approach.
• Discuss a coorientation model of public relations
to illustrate a relational approach.
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Starting Propositions
• There are lots and lots of definitions of
communication.
• The definitions that people prefer depend
on the perspective they use when thinking
about communication.
– Here, the term “perspective” is used to
recognize that people see what they are looking
to see.
– Not just ordinary people, but theoreticians
also.
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Starting Propositions
• Theoretical perspectives determine those aspects of
phenomena that will be considered relevant or
important.
• Theoretical perspectives often are defined by the
metaphors they employ.
– Metaphors are more than “comparisons without
the use of like or as.”
– Metaphors provide ways to connect things in new
and different ways.
– Metaphors direct thinking to expect certain
characteristics.
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The Power of the Metaphor
“You should meet my friend, she’s a tiger!
+
=
?
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Two Perspectives:
• Linear perspective
– Focuses on the conveyance of meaning.
– Takes a mechanistic view.
• Relational perspective
– Focuses on the transactional processes.
– Regards all participants as active agents.
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A linear perspective:
• Defines communication as the transmission
of symbols from one person to another.
• Its mechanistic point of view is well
illustrated by the classic Shannon and
Weaver model of communication.
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Shannon and Weaver’s Model:
In applying the model to human communication,
the “Source” is in the speaker’s mind; the
thoughts, feelings, information, that the speaker
wishes to convey to another.
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Shannon and Weaver’s Model:
In applying the model to human communication,
in the “Transmitter” are those means by
which the speaker attaches symbols to
that which the speaker wants to convey.
Encodes
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Shannon and Weaver’s Model:
Channel
In applying the model to human communication,
the “Channel” refers to all the human senses.
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Shannon and Weaver’s Model:
In applying the model to human communication,
in the “Receiver” are those means by
which the listener removes the thoughts,
feelings, information that the speaker encoded.
Channel
Decodes
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Shannon and Weaver’s Model:
In applying the model to human communication,
the “Destination” is the mind of the receiver
in which the thoughts, feelings, information
of the speaker now resides.
Channel
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Shannon and Weaver’s Model:
Using Shannon and Weaver’s model,
communication effectiveness is defined
simply as:
≡
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Shannon and Weaver’s Model:
Noise
Channel
Noise can occur any where in the process.
• Physical noise
• Psychological noise
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Fidelity refersand
to “faithfulness”
of the
Shannon
Weaver’s
Model:
reproduction of the message. When applied to
human communication, fidelity can refer to:
1. Clarity
2. Accuracy
3. Understanding
Channel
4. Acceptance
Noise interferes with:
Fidelity
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Shannon and Weaver’s Model:
To determine the fidelity of the transmission, look for:
Channel
Feedback
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