การนาเสนอการอ่ านหนังสื อวิชาการ
Griffin, E. A. (2003). A First Look at
Communication Theory (5 ed.).
Boston: McGraw-Hill.
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A First Look at Communication Theory
By Em Griffin
• ฉบับล่าสุ ด พิมพ์ครั้งที่ 6
ปี 2006
• มีท้ งั หมด 36 บท
ประกอบไปด้วย ทฤษฎีเชิง
humanistic, scientific,
classical, and contemporary
แบ่งเป็ น 4 หมวด
จานวน 33 ทฤษฎี
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Interpersonal Communication Theories
• Symbolic Interactionism of George Hobert Mead
• Coordianted Management (CMM)
of W. Barnett Pearce & Vernon Cronen
• Expectancy Violations Theory of Judee Burgoon
• Interpersonal Deception Theory
of David Buller and Judee Burgoon
• Constructivism of Jess Delia
• Social Penetration Theory of Irwin Altman & Dalmas Taylor
• Uncertainty Reduction Theory of Charles Berger
• Relational Dialectics of Leslie Baxter & Barbara Montoamy
• The Interactional View of Paul Watzlawick
• Social Judgment Theory of Muzafer Sherif
• Elaboration Likelihood Model
of Richard Petty & John Cacioppo
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• Cognitive Dissonance Theory of Leon Festinger
Group &
Public Communication Theories
• Functional Perspective on Group Decision Making
of Randy Hirokawa & Dennis Gouran
• Adaptive Structuration Theory of Marshall Scott Poole
• Information Systems Approach to organization
of Karl Weick
• Cultural Approach to Organizations
of Clifford Geertz & Michael Pacanowsky
• Critical Theory of Communication Approach to
Organizations of Stanley Deetz
• The Rhetoric of Aristotle
• Dramatism of Kenneth Burke
• Narrative Paradigm of Walter Fisher
4
Mass Communication Theories
•
•
•
•
•
Technological Determinism of Marchall McLuhan
Semiotics of Roland Barthes
Cutural Studies of Stuart Hall
Cultivation Theory of George Gerbner
Agenda-Setting Theory
of Maxwell McCombs & Donald Shaw
• The Media Equation of Byron Reeves & Clifford Nass
5
Intercultural Communication Theories
• Anxiety/Uncertainty Management Theory
of William Gudykunst
• Face-Negotiation Theory of Stella Ting-Toomey
• Speech Codes Theory (The Ethnography of
Communication) of Gerry Philipsen
• Genderlect Styles of Deborah Tannen
• Standpoint Theory
of Sandra Harding & Julia T. Wood
• Muted Group Theory of Cheris Kramarae
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Agenda-Setting Theory
of
Maxwell McCombs
&
Donald Shaw
7
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FORGOTTEN WARS
• Christmas 2003: 35 conflicts in the
world.
>
>
>
>
CIVIL: Sierra Leone, Congo, Colombia.
SEPARATIST: Northern Ireland, Northern Spain.
RELIGIOUS: Sudan, Kashmir.
ETHNIC: Somalia, Nigeria.
• From 1945 to 2003:
> 27 Mln of deaths.
> 35 Mln of refugees.
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DATA
• 95% world news comes from 8 western
press agencies:
CNN
(USA)
Bbc
(GB)
AP
(USA)
Reuter (GB)
Afp
(France)
Dpa
(Germany)
Efc
(Spain)
Ansa (Italy)
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“THE OTHERS”
• Big Tragedies: flooding in Bangladesh.
• Conflicts vs Powerful Countries: Korea.
• Exotic Reportages: Australian aborigines.
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WHY DO WE IGNORE
WHAT REALLY
HAPPEN IN THE
WORLD?
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AGENDA-SETTING THEORY
(definition & key elements)
“The media tell us what to think about and
how to think about it.
The first process (agenda setting) transfers the
salience of items on their news to our
agenda.
The second process (framing) transfers of
salience of selected attributes to prominence
among the pictures in our heads” (Griffin,
P.17)
13
AGENDA-SETTING THEORY
(definition & key elements) Cont.
The Media Agenda.
The Public Agenda.
The Policy Agenda.
14
WHO SETS THE AGENDA?
•
•
•
•
•
•
•
•
Gatekeepers.
Political candidates.
Public relations professionals.
Public interest.
Advertising.
Government.
Ethics.
Culture.
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Thank you for your attention
Reference:
Griffin, E. A. (2003). A First Look at Communication
Theory (5 ed.). Boston: McGraw-Hill.
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