1. โดย อาจารย์ภัทริกา พัฒนพร มหาวิทยาลัยศรีปทุม วิทยาเขตชลบุรี
การนำเสนอการอ่านหนังสือวิชาการ
Griffin, E. A. (2003). A First Look at Communication Theory (5 ed.). Boston: McGraw-Hill.
โดย อาจารย์ภัทริกา พัฒนพร
คณะนิเทศศาสตร์
มหาวิทยาลัยศรีปทุม วิทยาเขตชลบุรี

2. A First Look at Communication Theory By Em Griffin
ฉบับล่าสุด พิมพ์ครั้งที่ 6
ปี2006
มีทั้งหมด 36 บท
ประกอบไปด้วย ทฤษฎีเชิง
humanistic, scientific,
classical, and contemporary
แบ่งเป็น 4 หมวด
จำนวน 33 ทฤษฎี

3. 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
Cognitive Dissonance Theory of Leon Festinger

4. 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

5. 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

6. 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

7. Agenda-Setting Theory of Maxwell McCombs & Donald Shaw

9. 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.

10. 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)

11. “THE OTHERS” Big Tragedies: flooding in Bangladesh.
Conflicts vs Powerful Countries: Korea.
Exotic Reportages: Australian aborigines.

12. WHY DO WE IGNORE WHAT REALLY HAPPEN IN THE WORLD?

13. 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)

14. AGENDA-SETTING THEORY (definition & key elements) Cont.
The Media Agenda.
The Public Agenda.
The Policy Agenda.

15. WHO SETS THE AGENDA? Gatekeepers. Political candidates.
Public relations professionals.
Public interest.
Advertising.
Government.
Ethics.
Culture.

16. Thank you for your attention
Reference:
Griffin, E. A. (2003). A First Look at Communication Theory (5 ed.). Boston: McGraw-Hill.