1. 3. Theories of Communication
AL AKHAWAYN UNIVERSITY
SCHOOL OF HUMANITIES AND SOCIAL SCIENCES
COMMUNICATIONS STUDIES
3. Theories of Communication
Dr. Mohammed Ibahrine
Seitel’s The Practice of Public Relations

2. Definition of Theory
Theory is any attempt to explain or represent a phenomenon
It helps to answer the “how” and “why” questions about communication
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3. Characteristics of Theory
Theory is an abstraction
Theory is a construction
As Robert Cox said
“Theory is always for someone and for some purpose” (Cox, 1981: 128)
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4. Evaluation of Theory Scope and boundaries Logical consistency
Parsimony
Utility
Testability
Test of time
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5. Goals of Theory Explanation Understanding Prediction Social change
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6. Why mapping communication theories?
Public relations professionals should have an idea about these theories,
because it represents the conceptual foundation which helps them understand the underpinnings of a successful public relation strategy
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7. The two step flow theory
The two step flow theory was first introduced by Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet in the People’s Choice,
a 1948 study focused on the process of decision-making during Presidential election campaign
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8. The two step flow theory
This theory argued that
Ideas often flow from the mass media to the opinion leaders and from them to the less active sections of the population
This theory may have given the mass media too much credit
There are other factors that may influence people
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9. The concentric –circle
Theory developed by Elmo Roper
Elmo Roper: ( ) was a pioneer in the fields of market research and public opinion
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10. The concentric –circle
The concentric–circle theory stated that ideas evolve gradually to The public at large
moving in concentric circles from
great thinkers to
great disciples to
great disseminators to
lesser disseminators to
the active audience to
the inert
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11. The concentric – circle
POLITICALLY INERT
POLITICALLY ACTIVE
GREAT
DESSIMINATORS
GREAT
THINKERS
IDEA
Source:
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12. Jackson’s PR Model Jackson’s five-step process: Building awareness
Developing a latent readiness
Triggering event
Intermediate behavior
Behavioral change
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13. Jackson’s PR Model Jackson’s five-step process:
Building awareness: build awareness through all the standard mechanisms, publicity, advertising and face-o-face communication
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14. Jackson’s PR Model Jackson’s five-step process:
Developing a latent readiness: people begin to form an opinion based on such factors as knowledge, emotion and relationships
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15. Jackson’s PR Model Jackson’s five-step process:
Triggering event: this makes you want to change your behavior
Natural (slimming down in time for beach)
Planned (rallies and campaigns)
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16. Jackson’s PR Model Jackson’s five-step process:
Intermediate behavior: This is the investigative period when an individual is determining how best to apply a desired behavior
The individual starts seeking information
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17. Jackson’s PR Model Jackson’s five-step process:
Behavioral change: The adoption of a new behavior
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18. S-E-M-D Communications Processe
ource
ncoder
essage
ecoder
eceiver
SEMDR
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19. S-E-M-D Communications Processe
It is in the stages: encoding and decoding, that the PR function most comes into play
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20. 5. Spiral of Silence Theory
Is an innovative theory of public opinion developed by Elisabeth-Noelle-Neumann
She argued that people tend to remain silent when they feel that their views are in the minority
The so-called silent majority fears becoming isolated
They invariably choose to vote with the majority
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21. 5. Spiral of Silence Theory
Is an innovative theory of public opinion developed by Elisabeth-Noelle-Neumann
She argued that people tend to remain silent when they feel that their views are in the minority
The so-called silent majority fears becoming isolated
They invariably choose to vote with the majority
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22. Constructivism
It suggests that knowledge is constructed, not transmitted
It is concerned with the cognitive process that proceeds the actual communication within a given context
It is important to have some knowledge of the receiver: beliefs, predilection and background
The task of the communicator is to understand how receivers think about the issues in question and work to challenge these preconceived notions and hopefully convert audience members into altering their views
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23. Coordinated Management Meaning
Is a theory of communication based on social interaction
It posits that when we communicate, we construct our social realities of what is going on and what kind of action is appropriate
We each have our own stories of life experience which we share with others in conversation
When we interact we coordinate our beliefs, ideas with those of others so that a mutual outcome might occur
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24. Grunig-Hunt Public Relations Models
Is formulated by James Grunig and Todd Hunt
They propose four models that define public relation communications
Press agentry/publicity
Public Information
Two way asymmetric
Two-way symmetric
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25. Grunig-Hunt Public Relations Models
Press agentry/publicity: is essentially one way communication that beams messages from source to a receiver with the express intention of winning favorable media attention
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26. Grunig-Hunt Public Relations Models
Public Information: this is a one way-communication designed to necessarily to persuade but rather to inform
This model of communication have been linked to the common notion of public relations as propaganda
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27. Grunig-Hunt Public Relations Models
Two way asymmetric: This is a more sophisticated two-way communication approach that allows an organization to put out its information and receive feedback from its publics about that information
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28. Grunig-Hunt Public Relations Models
Two-way symmetric: This preferred way of communicating advocates free and equal information flow between an organization and its publics, based on mutual understanding
This approach is more balanced symmetrical with the public relations professionals serving as mediators between the organization and the publics
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29. Grunig-Hunt Public Relations Models
Is formulated by James Grunig and Todd Hunt
They propose four models that define public relation communications
Press agentry/publicity
Public Information
Two way asymmetric
Two-way symmetric
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30. Grunig-Hunt Public relations Models
Is an innovative theory of public opinion developed by Elisabeth-Noelle-Neumann
Press agentry/publicity
Public Information
Two way asymmetric
Two-way symmetric
Examine:
Please identify the relationship between the Goals of Communication and Grunig-Hunt public relations Models
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31. Typical Communication Goals
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