COMMUNICATION THEORY AND MODELS (SUMMARY)
COMMUNICATION THEORY AND MODELS
Before I talk about the different theories
and models of communication, I’ll explain the definition of communication and
its purpose first. Communication is the process of creating, interpreting, and
negotiating meaning. Communication can be either verbal, nonverbal, or textual.
It can be aural, visual, or even physical. Although communication happens in a variety
of different ways, it is a learned behavior. People must learn to communicate
using codes, symbols, and linguistic systems, even though most humans
are born with the physical capacity to speak, hear, see, and so on.
Communication is thus a group activity in which people employ symbols to create
and interpret meaning. Without communication, we have no way to understand each
other. There would be no sentient life.
Now back to the main topic. To understand the true meaning behind communication, there are various models and theories stated in the pdf file. The first is from Wilbur Schramm. According to him, he theorized that:
· Communication is something people do.
· There is no meaning in a message except what people put into it.
· To understand the human communication process, one must understand how people relate to each other.
Wilbur
Schramm provided some modifications by:
- Adding to the model the context of the relationship, and how that relationship will affect Communicator A and Communicator B.
- Including the social environment in the model, noting that it will influence the frame of reference of both Communicator A and B.
Walter Lippman provided his own concept of communication which is the barriers to effective communication and that includes:
· Artificial censorship.
· Gatekeepers in the media.
· Shrinking news holes.
· Limitation of social contact. Meager time for paying attention
The
Seven Cs of Communication
It
is a guide to overcome barriers and to ensure that the person’s communication skill
is effective. It contains seven of them as the name suggests. Here are the seven
Cs.
1.
Clarity
2.
Credibility
3.
Content
4.
Context
5.
Continuity
6.
Capability
7. Channel
The Hawthorne Effect
know they are being
observed.
Example:
A company that could not afford raises instead repainted and refreshed the workspace.
As a result, employee productivity increased
Researchers concluded improvements communicated the message “We care” to employees.
Grunig identified four types of publics based on the
1. All-issue publics
2. Apathetic publics
3. Single-issue publics4. Hot-issue publics
He
also identified another way of labeling the public:
1. Non-publics
2. Latent publics
3. Aware publics
4. Active publics
Why is that important?
These types of publics are important to the process of public because influencing each of them will require different tactics. What makes up public opinion is its elements, which are opinion, belief, attitude, and value.
Agenda Setting Theory
It was developed by Dr. Max McCombs and Dr. Donald Shaw.
The
theory describes the ability to affect people to affect the importance
placed on the topics of the public agenda.
Concept 1: The agenda-setting process is a very
fluid, dynamic attempt to get the attention of the media, the public, and/or
policymakers.
Concept 2: The agenda is a
“set of issues.”
Diffusion Theory
It is the process by which new ideas, technologies,
products, or procedures are spread among members of a social system over time
via communication channels.
The aim of this theory is to help
you understand and explain
·
Why you can’t accomplish major change in a brief
time.
·
Why you can’t accomplish major change through
the news media only.
·
What kind of interpersonal communication is most
effective in accomplishing major change.
There are five stages within the diffusion process:
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption
There are five categories of people in diffusion theory:
1. Innovators
2. Early adopters
3. Early majority
4. Majority
5. Non-adopters (laggards)
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