The Communicator Theories that focus on the individual Chapter 4.
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Transcript of The Communicator Theories that focus on the individual Chapter 4.
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The Communicator
Theories that focus on the individualChapter 4
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The Individual & Western Society
Theoretical traditions included:
Sociopsychological Cybernetic Sociocultural Rhetorical Critical
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Sociopsychological Tradition Evaluates the individual
Two Major Areas:
Trait TheoryCognition and Information Processing
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Trait TheorySuper traits
Five Factor ModelJohn DigmanNeuroticismExtraversion Openness Agreeableness Conscientiousness
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Explaining communication behavior with 5 Factors
Extra
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Neuro
ticism
Openn
ess
Agre
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Consc
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Argumentativeness
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Trait Theory Biology determines traits
Commonly researched areas:
ArgumentativenessPositive Debating topics without arguing
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Social & Communicative Anxiety
Communication apprehension (CA)Trait CA Pathological CA
Social avoidance & anxietyInteraction Anxiety Shyness Symptoms
Physiological, behavioral, cognitive
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Cognition & Information Processing
Sociopsychological Tradition
Uses cognition combined with other systems to explain behavior
Four TheoriesAttribution Theory Social Judgment Theory Elaboration Likelihood Theory Heuristic-Systematic Theory
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Attribution Theory Uses reason to explain our
and others behavior
Three steps:
Observe, Consider intent, decide cause
Causal attributions:
SituationalPersonal effectsAbilityEffortDesire
SentimentBelongingObligationPermission
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Social Judgment Theory (SJT)
Social perception
Judgments made based on internal reference point (anchor)
Q – Sort
LatitudesAcceptanceRejectionNoncommitment
Influenced by ego involvement
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SJT Two effects that distort the communication:
Contrast Assimilation
How does social judgment facilitate change?
Latitude of acceptanceLatitude of rejectionBoomerang
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Elaboration Likelihood Theory (ELT)
Petty & Cacioppo
Persuasion theoryWorks to explain how we evaluate messages
Elaboration Likelihood
Central Route = critical thinkingPeripheral Route = lack of critical thinking
Research
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ELT ResearchComprehensive
Exam
Group 1
Next year
HS Source Carnegie Commission
Group 2
10 years
HS Source Carnegie Comm. Source
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Heuristic-Systematic Model
Chaiken
Dual process to evaluate persuasion
Two levels
Heuristic = schemataPatterns of thought Cues used:
CommunicatorContext Message
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Heuristic-Systematic Model
Systematic
Increased depth of critical analysis
Sufficiency principle
High motivation and concern lends to systematic approach
Concurrent processing
How does the choice impact persuasion?
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Cybernetic Tradition Three theories discussed
Information – integrationTheory of Cognitive DissonanceProblematic – Integration
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Information-Integration Approach
Evaluates how people gather & organize information
Different variations:
Original FormulationExpectancy – Value theoryTheory of Reasoned Action
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Original Formulation Two variables
ValenceDoes information support current beliefs?Positive or negative affect
Weight Credibility of information
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Theory of Cognitive Dissonance
Leon Festinger
Cognitive elements (CE)
Piece of knowledgeRelationships between CE
Cognitive IrrelevanceCosonantDissonance
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Cognitive Dissonance Dissonance
Two CE are in opposition individual experiences tension and stress
Causes person to work to reduce or avoid the dissonance
Variables that determine extent of dissonance
Increases as number of elements increaseIncreases when the CE is held in high
importance
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Cognitive Dissonance Dealing with dissonance
Change cognitionsAdding cognitionsAlter importanceMisinterpret information
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Unpleasant state or tension
Smoking is unhealthy
I smoke cigarettes
Cognitive Dissonance
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Sociocultural TraditionTheories based in Sociocultural Tradition
Symbolic InteractionismCommunication Theory of Identity
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Symbolic InteractionismGeorge Herbert Mead
Evolving understanding of Social Interaction
Mead added human consciousness
Significant gestures or symbolsMead
Symbolic versus non-symbolic
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C.K. Ogden and I.A. Richards: Triangle of Meaning
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CommunicationFrom gestures to language
Interpretation of Stimulus
Sender Receiver
Role taking in communication
Self – talkPlan of ActionOrientational Others
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Communication Theory of Identity
Who am I?
Indentity
Individual
Communal
Societal COMMUNICATION
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Dimensions of IdentityFeelings
Affective DomainThoughts
Cognitive Actions
Behavioral Relationship
Spiritual
Power of Identity
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• Sense of self in social situationsPersonal
• Insights about self based on what you do, have, or how you act
Enactment
• Who you are in relation with othersRelational
• Identity of self among a culture or large groupCommunal
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Rhetorical TraditionTheory
Richard Weaver’s Theory of Truth and RhetoricHuman composed of three parts
PhysicalMind or thoughtsSoul
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Three levels of knowledge Ideas about thingBeliefs and convictions Metaphysical dreams
Truth
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Three major sources Argument
User reveal the truth & values to which they subscribe
Grammatical CategoriesType of sentence format reveals the
speaker’s worldviewPassive or action sentences (nouns or verbs)
Ultimate terms Terms sanctioned by culture that represent
absolute views