Theories of Communication - Report Example

Theory Construction: Introduction: ` Theories of communication provide information on the technicaland human process of communication. Communication is an element that exists in each and every field, and this includes medicine, anthropology, business, and even architecture. For instance, for a business organization to function effectively the management must put in place an effective structure that ensures employees, customers and all stakeholders of the organization communicate in an efficient manner with each other. A good example is a communications and liaison office within the department of a large business organization. This department would act as a link between the management, customers and employees of the organization. For example the department will provide information that comes from the management to the employees, while at the same time it will relay any information it has from the employees to the management. This process will make it possible for an organization to achieve its objectives, because of efficient information flow. However, in my own opinion, the theories of information that exist do not adequately explain the importance and the process of communication. This is because they are developed from different perspectives. On this basis therefore, I would develop my own theory of communication, by borrowing ideas from two well-known theories of communication, such as dramatism theory and speech codes theory. Dramatism Theory: Dramatism theory was developed by Burke, and it bases its assumptions on the idea that it is important to view everything in life as a drama. In this view, there is a real life plot, setting and actors. This theory views the daily life of an individual through three areas, namely; identification, guild redemption, and the dramatistic pentad. Under identification, Burke denotes that the person listening to the speaker must connect with him, for communication to happen. For example, a professor explains about a piece of literature that a student finds it boring (Schulz, 33). Afterwards, the same professor explains how he never liked the piece of literature, but after carefully analyzing the contents of the literature, he found out that it contained relevant ideas on how to live. This made him love the literature that he is currently teaching. The second explanation will make the student to connect with the professor, because he or she faces the same problem he had. On this basis therefore, the process of identification occurs. Dramatic pentad involves the integration of the elements of drama, which are, the agency, the purpose, the act, the scene, and the agent. For instance, in analyzing the speech of a president, it is important to consider the following factors; who is talking, where the speech is taking place, what was happening to ignite the speech, in what manner was the event happening, and what the reasons for the occurrence of the event. The guild redemption cycle identifies the purpose behind a piece of communication (Griffin, 26). This cycle denotes that the reason for communicating is to remove a sense of guilt from mankind. This is because guilt is part and parcel of the human nature. However, dramatism theory has certain weaknesses, and one of them is that it targets elites in explaining the process of communication. Kenneth Burke uses public figures and influential personalities in explaining how communication occurs, at the expense of the masses and average people. On this basis, this theory does not explain how an ordinary person, who does not command influence, can effectively communicate with his or her peers. Kenneth Burke does not explain the process of communication in relation to emotional appeals, and logical ethics (McLuhan and Marshall, 41). Instead, he explains the process of communication in terms of a speech, audience, or even speakers. On this note therefore, his explanation of the process of communication through dramatism theory has so many inconsistencies. Despite these weaknesses, the theory of dramatism is applied in political speeches, and speeches whose purpose is to gain attention. This is because the theory provides mechanism which makes it possible to persuade an individual to have a common view of a situation, in which he or she differs with the person who makes the speech (Schulz, 41). This theory is also applicable in theaters, and developing advertisement messages. Speech Codes Theory: This theory is a framework, in which groups within a society communicate basing on their occupational, cultural, gender and societal characteristics. Speech code refers to a historical construction of rules, meanings, premises and terms, in relation to how communication occurs. On this note, speakers and listeners determine the meaning of speech code, because it is woven in the speech that an individual gives (Griffin, 31). The code itself has the ability of predicting, controlling and explaining the nature of the talk. On this basis therefore, speech codes theory seeks to answer the questions that pertain as to the presence of a speech code, how to discover the code, their cultural effect and substance. On this basis therefore, the speech code theory is developed on the basis of an individual’s culture. This is because different cultures have different speech codes. These codes have a distinct sociological, psychological and rhetoric characteristics. This theory manages to solve the problems of inconsistency that dramatization theory has. For instance, dramatization theory lacks emotion al and ethical appeal. However, speech code theory manages to appeal to the emotions of its communicators and audiences by using cultural codes as a means of communication. On this note, people are able to identify with their cultural practice through the codes that emanate from an individual’s speech, and therefore creating an emotional appeal. Dramatization theory is associated with the elites and influential people of the society, while speech code theory associates itself with all members of society without discriminating any of them. On this basis therefore, speech code theory is includes anybody with the ability to communicate, while dramatization theory is exclusive, limiting itself to people or individuals who have the capability of giving out a speech (Schiele, 51). In relation to the inconsistencies that dramatization theory has, this theory does not have any inconsistencies in explaining a communication behavior. This is because communication according to this theory does not have any processes, but comes as a result of an ethnographic characteristic of an individual. In dramatization theory, the many processes of communication are what make it vulnerable to inconsistencies. My theoretical framework: The theory that I would develop is refered to as social cognitive communication theory. According to this theory, communication arises out of the desire to create a social relationship, amongst people who are strangers, but have some characteristics which are similar in nature, and it can either be cultural, ethnic or political. Dramatism theory is based on the aspect of identity, without which persuasion and communication cannot occur. Speech code on the other hand assumes that within any given culture, there exists a specific speech code that inhabitants of the society can identify with it. On this basis therefore, my social cognitive communication theory assumes that the use of a specific code within a speech creates an aspect of identity where the audience of the communicating can relate to. Take for example a speech by black human rights activists addressing people of black origin in United States of America concerning their problems. The person might keep on using the term “ us niggers”, to refer to the problems that these people face. Nigger is a speech code, while the problem that they face creates an aspect of identity whereby the audience of the speaker can relate to. On this basis, communication and persuasion arises because these people are able to identify with each other because of the presence of the speech code “nigger”. They would denote that this person is one of us, shares a similar culture as ours, and therefore he or she understands what we are passing through. On this note therefore, social communication cognitive theory bases its assumption on the need of communicators to share a similar culture. Culture can either comprise of a shared historical event, ethnic background, belief, or even political association. If communication is done between these cultures, and by use of a specific speech code that appeals to these cultures, then the process of identification will occur, and this will result to persuasion. On this basis therefore, social communication cognitive theory has four main assumptions, namely; I. For communication to occur, people must share a similar culture. II. For communication to occur, the audience must identify with the speaker. III. The process of identification only occurs when there is the use of a speech code that appeals to the audience. IV. Once the code is used, then communication and persuasion occurs. This type of theory is built upon the interpretive paradigm. According to this paradigm, people communicate and act in accordance to the situation that surrounds them. On this note, this paradigm supports the notion that culture influences the manner in which individuals communicate within a society. This is because culture is developed by people’s ways of life, which emanate from the situations surrounding them. This paradigm also denotes that individuals will understand the meaning of situations through use of symbols. According to the social cognitive communication theory, the codes used in communicating are symbols, that people within a culture identify with and thus make derive a meaning from them. For instance, the term “nigger” in a speech will refer to a black man. This theory emanates from the rhetorical tradition of communication theories. This is because it is interpretivist in nature, and seeks to use the art of persuasion in order for communication to occur (Berger, Michael and David, 27). Application of the theoretical Framework: It is possible to apply this theory in religion and political speech. Take for instance a Christian evangelist who is preaching to an audience of Christian people. According to the social communication cognitive theory, Christianity is a culture and therefore it has some specific speech codes that every Christian around the world will identify with. The code is “Amen”, referring to I agree with you (Dickson, 78). When he is on the pulpit preaching, and every time the audience says “Amen”, to each and every sentence he makes, then he is assured that communication occurs. For example, when he says that God created the world, and at the end of the sentence the audience says “Amen”, then communication has occurred. This is because the congregation agrees with him, and he in turn identifies the speech code that comes from the audience, that denotes acceptance/ agreement. This situation satisfies all the four tenets of the social communication cognitive theory. For instance, there is a shared culture, in terms of Christianity. The people manage to identify with the speaker, and the speaker manages to identify with the people through the use of the speech code “amen”. This signifies that persuasion and agreement has occurred, the main objective of the communication model. Another application of this theoretical framework is in political speeches and rallies. Political audiences are always characterized to belonging to a certain political belief system. The system can either be communalism, democracy, aristocracy, or even authoritarian leaders. This theory identifies these beliefs as aspects of an individual’s cultural beliefs. On this basis therefore, using a speech code that the political audience can identify with, will result to persuasion, and hence communication occurs. According to this theory, the speech codes can either be verbal or non-verbal. An example of a non-verbal speech code is the finger salute that depicted Nazism (Dickson, 17). Conclusion: The major weakness with my theory is that it makes an assumption that communication can only occur within a culture. This assumption is wrong, because it is also possible for communication to occur across cultures. For instance, the theory emphasizes on the use of speech codes for communication, ignoring other elements of communication such as choice of the medium of communication, the tone used to communicate, and the perspective in which an individual communicates. On this basis, it is difficult to achieve effective communication amongst the communicating parties. However, this theory is important because it addresses the methods in which a speaker should use in convincing his or her audience. This is by use of cultural appeal / element to create identification. Appendix: A diagram illustrating the process of social cognitive communication theory: a. Speech code Speaker Audience b. Identification In this diagram, a. refers to the speech code that emanates from either the speaker of the audience, to signify that communication occurs, while b. refers to the process of identification that can either occur from the audience or the speaker. This diagram denotes that communication is a two way process that involves the speaker and the audience. Works Cited: Berger, Charles R., Michael E. Roloff, and David R. Ewoldsen. The handbook of communication science. 2nd ed. Los Angeles: Sage, 2010. Print. Dickson, Fran C.. Communication for families in crisis: theories, research, strategies. New York: Peter Lang, 2012. Print. Griffin, Emory A.. A first look at communication theory. 7th ed. Boston: McGraw-Hill Higher Education, 2009. Print. McLuhan, Eric, and Marshall McLuhan. Theories of communication. New York: Peter Lang, 2010. Print. Schiele, Bernard. Science communication in the world practices, theories and trends. Dordrecht: Springer, 2012. Print. Schulz, Peter J.. Theories and Models of Communication. Berlin: de Gruyter Mouton, 2012. Print. Top of Form Bottom of Form Read More