Traditions of Communication Theory Chapter 3

Robert T. Craig, Ph.D. “Communication theory as a field” Published in 1999 Lead to the 7 traditions of comm theory Areas of scholarly focus based on researchers interest in how communication works to spread thoughts, influence individuals, and shape our world

Semiotic Tradition Views communication as the mediation by signs Objects and words are symbols Symbols have meaning because: They relate to other symbols You organize them to understand life Semiotics is: Study of signs & what they represent

Signs vs. Symbols Wedding Rings How are they a sign? What do they symbolize?

Triad of Meaning Semiosis

Three Divisions of Semiotic Semantics What meaning? Ex. Pink Sky at night . . . Syntactic Relationship between signs and rules used to combine into meaning Verbal and nonverbal Pragmatics Practical relationship between context and meaning

Phenomenological Tradition Defined: Interpretation by the individual Key Ideas: Phenomenon Observable event, object, or condition through individual perception Phenomenology How we understand the world

Three Basic Principles of Phenomonology Knowledge comes from direct experience How you relate to an object determines its meaning Language is the vehicle of meaning

Variations of Phenomenological Tradition Classical Edmund Husserl Used bracketing to create highly objective view Phenomenology of Perception Maurice Merleau-Ponty Perception provides foundation for understanding Subjective view

Hermeneutic Phenomenology Martin Heidegger Knowledge gained by experience through interpreting communication

Cybernetic Tradition Communication is system created by the sum of its parts Complex system that uses networks to connect different parts

Variations in Cybernetic Tradition Basic System Formalized structures that can be observed and analyzed from outside Cybernetics Emphasis on the feedback loop and how circular forces can be used to maintain balance & create change Information Theory Evaluates signal transmission and the impact of noise

Second – order cybernetics General System Theory Looks for commonalities among different systems Second – order cybernetics What we observe Determined by how we observe it Impacted by what is observed

Sociopsychological Tradition Focus on Individual Key Ideas: “Science of Communication” Research focuses on message processing Provide insight into how information is processed Evaluates inputs and outputs of Cognitive system

Behavioral Theories Cognitive Theories Biological Theories Looks at how people behave in communication situations Cognitive Theories Evaluate thought Biological Theories How genetics affects behavior

Sociocultural Tradition Evaluates interaction in social groups Variations: Symbolic Interactionism Social structures are created and maintained through interaction Social Construction Evaluates how knowledge in constructed through interaction Social groups create common experience

Philosophy of language Sociolinguistics Impact of culture Philosophy of language Language games Ethnography Groups create meaning verbally and nonverbally Ethnomethodology Science of observing behavior

Critical Tradition Evaluates production of privilege, power, and oppression through communication Key Ideas: Work to understand power structures that dominate society Evaluate oppression through communication

Rhetorical Tradition Rhetoric Five Cannons of Rhetoric Use of symbols Invention Arrangement Style Delivery Memory