History and Models

8/9/2019 History and Models

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Lee & BaldwinLee & Baldwin

History of Speech

Communication: Models andMessages


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1. Rhetoric Earliest study: Ancient

cultures

Greece: Aristotle, Plato

Rome: Cicero, Quintilian

China, India Beginning of a discipline

(1900-1940) 1914: National Association of

Academic Teachers of PublicSpeaking

Departments of English

Focus on public speaking


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1. Rhetoric, cont.

From practice to theory(1940-present)

Aristotle (again): Logic,credibility, emotion

Burke (dramatism):Speech to remove guilt

Fisher (narrativeparadigm): Stories well

told (believable,coherent)


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2. Early Media Research

Strong effects models:Post WW 1 (1920s-1950s) Media as hypodermic

needle or magic bullet

A mass audience,peoplewith the samecharacteristics/effects

Started with analysis of radioeffects, Hitlers propaganda,

and gaining support for U.S.war effort (WWII)

Radio available but only 3 tvchannels so viewing optionslimitedlimited


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Limited effects models (1950s to1960s) Post WW2a move from focus on

mass audience to demographicgroups

People were seen as choice-makersnot sponges soaking up mediasinfluence

Origin of Uses and GratificationsTheory


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Summary thoughts Strongest influence from sociology,

psychology, social psychology

Strong basis in scientific method,media effects paradigm

A change over the years in howstrong medias influence is

Began in early 1900s, but focuscontinues today


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3. Scientific View of Face-to-

Face Communication Persuasion

A move from rhetoric (analysis ofspeeches) to variables

Both in change of attitudes/beliefs(traditional persuasion) and change inbehavior (compliance gainingmorerecently)

Some early writers (1930s-1950s) Kurt Lewin: Small group interaction, group

leadership, gatekeeping, networks

Carl Hovland: Persuasion, source credibility, 2-

sided messages


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3. Scientific View of Face-to-Face Communication

Relationship research Self-disclosure (Jourard,

1960s)

Relational growth:

(1970s) Altman & Taylor:

Social penetrationtheory

Thibaut & Kelley:Social exchangetheory

Berger & Calabrese:Uncertainty reduction

theory

i l i l i f


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3.5 Sociological View of Face-to-Face Communication (Metts

add) Goffman Face and facework

Brown & Levinson (socio-linguists) Politeness theory

Scheflen

Quasi-courtship behaviors Body language and social order:

Communication as behavioral control


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4. Sociology of Culture

Chicago School (of Sociology) View: communication creates culture

Social reality as process, not effect;

social construction of reality (Berger &Luckmann, 1969)

Symbolic Interactionism & Media We co-create reality through messages

Media messages are part of the process ofreality construction


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5. Marxist (critical) Approaches

The Original Marx The haves

(bourgeoisie) & have-

nots (proletariat):owners & workers

Economic system(base) drives all elsereligion, education,family, culture(superstructure)


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5. Marxist (critical) Approaches,

cont. Modified Marxism (1970s to present)

Its not just class, but race, sex, etc.

Oppression not always deliberate

Cultural studies, feminism, semiotics Focus on group-held power, oppression(racism, classism, sexism),empowerment, resistence

Media studies take a humanistic andcritical turn!


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Some Models ofCommunication:

Ogden & Richards Triangle of Meaning

D-o-g

Symbol

(Word: D-o-g)

Referent

(Reality)

Reference (Thought)


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Lasswells Model ofLasswells Model of

Mediated CommunicationMediated Communication

Who saysWhat inWhich channelto Whomwith What Effect?(in what Situation andContext?)


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Lasswells ModelLasswells Model

Who: George Bush,Kim Dae-Jung

What: Media EventWhich channel:

Whitehouse Webpageto Whom: American

publicwith What Effect: Positive PR for

Bushs international program

in what Situation: Goodwill tripand Context: War with Iraq; Tense

relations with North Korea

Example: Presidential Media Event


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Extensions of LasswellExtensions of Lasswell

Technological DeterminismTechnological Determinism

(McLuhan): The medium is the(McLuhan): The medium is the

message (mediummessage (medium (influences)(influences)

everything else)everything else) Media Ecology Theory: TV (and otherMedia Ecology Theory: TV (and other

changes in media)changes in media) harmfulharmful

societal effects (e.g., texting, SNSsocietal effects (e.g., texting, SNS relationships?)relationships?)


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Symmetry (Balance) ModelsSymmetry (Balance) Models


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Symmetry (Balance) ModelsSymmetry (Balance) Models


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Shannon & Weavers

Information Theory Model

Received

Signal

Information

Source

Noise

Source

Transmitter Receiver Destination

Signal

Channel


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Shannon & WeaversInformation Theory Model

Received

Signal:

A storm!

A

television

station

Noise Source:

Storm damages TV

equipment; static from storm

in reception

B

TV

broadcasting

equipment

D

TV sets;

E

viewing

public

Signal:

A storm!

C

Circuitry,

waves

Example: Broadcast following crisis


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Schramms ModelSchramms Model

Encoder

Interpreter

Decoder

MessageEncoder

Interpreter

Decoder

Message

Field of experienceField of experience


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Schramms ModelSchramms Model

Encoder

Interpreter

Decoder

Message

Encoder

Interpreter

Decoder

Messag

e

Field of experience:Limited medicalexperience

Field of experience:Expertise in medicalfield

Example: Broadcast Reporting (medical)


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Halls Circuit of Culture

Representation

Identity Regulation

Consumption Production


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Halls Circuit of CultureExample: Abercrombie & Fitch advertisement


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Representation:

The image

Identity:

Peoples

association inmind--stylish,

sexy

Regulation:

None

Consumption:

Purchasing

Production:

For certain outlets

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