PSYCHOLOGY Of COMMUNICATION

Social Exchange Theory

MEMBER OF THE GROUPMEMBER OF THE GROUPANIS AMALINA BINTI MUSLIH (4133007691)MUHAMMAD RADZI BIN ASPAR (4133003841)NUR ARAFAH BINTI ZULKAFLI (4132004351)SITI NURAIKA BINTI TUKIMIN (4132002251)PARRIMALA A/P ANBARAGAN (4132003381)MOHAMAD BASYIR BIN GHAZALI (4135001731)

CONTENTSCONTENTS

DEFINITION HISTORY OF THE SOCIAL EXCHANGE THEORY THE CONNECTION OF THE SOCIAL EXCHANGE THEORY TO

PSYCHOLOGY OF COMMUNICATION RESEARCH JOURNAL REVIEW FOR SOCIAL EXCHANGE THEORY

DEFINITIONDEFINITION

•The perspective based on view of social psychology and sociology.•Social change refers to stability as a process of negotiated exchanges between at least two or more parties. •Tend to focus on human relationships that are formed through the use of cost-benefit analysis and comparison of alternative subjective.

•George Homans, the founder of this theory state social exchange as the exchange of activity, tangible or intangible, have more or less benefit and costly.

•How we experience through relationships with others based on the perception of social exchange theory.

The Relationship Based On Perception of Social Exchange Theory:The Relationship Based On Perception of Social Exchange Theory:

The balance between what we put into the relationship and what we get out of it

The chances of having a better relationship with someone else

The kind of relationship we deserve

Psychological Proposition of Social Exchange TheoryPsychological Proposition of Social Exchange Theory

The Success Proposition Tendency to do more when is rewarded for the taken action.

The Stimulus Proposition The same reaction to the particular stimulus that happen in the past which is been rewarded.

The Value Proposition The more valuable to a person is the result of his action, the more likely he is to perform the same action.

The Deprivation-Satiation Proposition The more often a person received particular reward in the recent past, the less valuable any further unit of the reward for that person.

The Aggression-Approval Propositions Proposition A : Person whose are getting unexpected reward, or unexpected punishment will get angry. Tend to perform aggressive behavior and the result of behavior become more valuable Proposition B : Person whose getting the reward they expected, or does not receive punishment as expected will be please them.

The Rational PropositionTo choose between alternatives action which is perceived by the person at that time, the value of result multiplied by the probability of getting the result, is the greater.

Social Exchange Theory

History and Founder

Introduction

• At the beginning Social Exchange Theory the people from Social Psychology Group.

• John Thibault and Harnold Kelly 1952• Continue with Richerd Emerson and Karen Cook

1978 until present .

HAROLD H. KELLEY

• Harold H. Kelley was born in 1921. Kelley is a psychologist who concentrates on the process and the perception of interpersonal relations in small groups. Together with John Thibaut, Kelley introduced the Social Exchange Theory. Kelley and Thibaut work of others is the Interpersonal Relationship (1978), The Social Psychology of Groups (1959)

JOHN THIBAUT

• John Thibaut was a social psychologist. He is one of the last students of Kurt Lewin S2. For several years he was a professor at the University of North Carolina at Chapel Hill. He was also the first editor of the Journal of Experimental Social Psychology. John Thibaut famous by his work "A Social Phsycology of Groups" in collaboration with Harold Kelley. Research on social exchange brings John Thibaut and Harold Kelley developed the theory of social exchange in the process of research spent a year at the Center for Advanced Study in the Behavioral Sciences.

Background

• Originated during 1950s, primarily through George Homans.

• Illustrates effort to fuse the principles of behaviorism and economics with other ideas and apply them to the concerns of sociologists.

• Assumes that human behavior can be explained by natural “laws.”

THEORY OF SOCIAL EXCHANGE

EXCHANGE THEORY P.BLAU-PETER BLAU (1964)

BEHAVIORISM-BURGESS & BALDWIN (1969)

THE DEPENDENCE OF POWER - RICHARD EMERSON (1972)

EXCHANGE THEORY GEORGE HOMANS -GEORGE HOMANS (1974)

NETWORK THEORY- BARRY WELLMAN (1983)

RATIONAL THEORY-FRIEDMAN & HECHTER (1988)

STRUCTURAL POWER (POWER STRUCTURE STRONG & WEAK) - WILLER & PATTON (1988)

EXCHANGE THEORY MORE INTEGRATIVE - O'BRIENDAN KOLLOCK (1990)

RATIONAL CHOICE THEORY - JAMES S. COLEMAN (1990)

THEORY OF EXCHANGE NETWORK - COOK & WHITMEYER (1992)

Homas and Social Exchange Theory• Homans’s sociology builds on a theory about

social life from the behavioristic propositions of Skinner’s Psychology of operant conditioning.

• Exchange Theory is deterministic and there are two types of determinism.– Strong Ontological (nature of being).– Weak epistemological (nature of knowing).

• Denies conscious beings.

Cont’• Peter Blau ( 1918 - 2002)• on February 7, 1918 in Vienna,

Austria

• Karen Cook (1946- present)• Born July 25, 1946 in Austin,

Texas

CONNECTION THEORY OF CONNECTION THEORY OF SOCIAL EXCHANGE WITH SOCIAL EXCHANGE WITH

PSYCHOLOGY OF PSYCHOLOGY OF COMMUNICATIONCOMMUNICATION

Many people want to be able to talk or communicate with clarity and finesse. It's not surprising at all, considering how communication - whether verbal or non-verbal - has always been a vital part of success in life. But understanding the psychology of communication comes with a lot of advantages.

Psychology of communication.

Social exchange theorist explain that although individuals are constrained by role expectation. They act within each role to maximize the benefits they will receive and to minimize the cost to themselves.

Social Exchange Theories

Social Exchange Theory’s contentions in regard Social Exchange Theory’s contentions in regard to communicationto communication Social Exchange Theory’s contentions in regard to

communication falls under what Pavitt (in progress) refers to as the “naive view of communication.”

Social Exchange Theory covers the relationship between the " communication " and " relationships " an act of communication exist on the content and extent of the relationship .

From (1987) axiom Roloff, which assumes that the "communication” is defines the relationship,that the characteristics of the relationship (the meaning or the level of intimacy that people have been assigned to the relationship) influence the nature of interactions (how things are or paralanguage).

Social Exchange Theory

Literature Review

An Interdisciplinary Review

Rules and Norms of Exchange

The Resources Exchanged

Social Exchange Relationships

SOCIAL EXCHANGE

THEORY

AWARDS SACRIFICE LEVEL OF COMPARISONRESULTS

Rule & Norms of Exchange

• Reciprocity Rules• Negotiated Rules• Beyond Reciprocity and Negotiated Rules

AWARDS

• Appreciation is due to the positive assessment that occurs in a relationship. Value of the award is different from one person to another and also different from one time to another time. Awards may be material, social acceptance, or endorsement of the value of a person held

SACRIFICE• Sacrifice is considered negative

consequences that occur in a relationship. Just like the award, the sacrifice was to change according to the time and the people involved in it. Sacrifice can be a time of conflict, anxiety, conditions that can spend the resources or the individual effects can not be fun

RESULT• The result is a reduced

award of sacrifice. When in a relationship an individual feels that he did not succeed at all, it will look for other relationships that bring results.

LEVEL OF COMPARISON• Level comparison shows

the raw size (standard) which is used as a criterion in assessing the relationship of individuals in the present. This default size can be either an individual experiences in the past or other relationship alternatives open to him.She’s my

type

He’s my type

THE BASICS ASSUMPTION

Thibaut and Kelley split the basic assumptions of the Social Exchange Theory into two conceptualizations:

1.The human nature

2.The nature of a relationship

The Nature of Relationships

• The nature of relationship has a interdependent

• Life is the one process that alwys related to each others

The Human Nature

• Humans are seek rewards and avoid punishment

• Humans being are rational

• The standard used to evaluate human sacrifices and rewards vary over time and from one person to another,

A Typology of Transactions and Relationship

Cell 1: Match Social Transaction in a Social Relationship

Cell 2: Mismatch Economic Transaction in a Social Relationship

Cell 3: Mismatch Social Transaction in an Economic Relationship

Cell 4: Match Economic Transaction in an Economic Relationship

social exchange economic exchange

Type of Relationship

social exchange

economic exchange

Type of Transactions

SAMPLE CASES OF SOCIAL EXCHANGE

• Anna and Joe were lovers who initially had a harmonious relationship. Both Anna and Joe bestow their attention and affection to their partners and that makes them comfortable in a relationship as lovers. But lately, Joe turned into a cold and indifferent figure in Anna. Joe has rarely gives Anna the news about him, even impressed avoid to meet with Anna, but Anna's attention and affection has not changed since their first relationship. He did not get the expected results in the relationship, Anna finally decides to do with Joe in the hope he sacrifices over Joe can be minimized and the opportunity for him to get results with a new relationship with someone else.

CONCLUSION

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