Download - Identification Theory - Group 1
THEORIES OF COMMUNICATION AND PERSUASION
Identification Theory
Nguyen Le Ai Duy – s3255331
Do Tran Khanh Uyen – s3221703
Introduction
History Background Identification Theory Consubstantiality Message strategies Application & Limitation in
Communication Case study
History Background
Kenneth Burke (1897-1993)
•Developed in 1950 by Kenneth Duva Burke , a major American literacy theorist & philosopher (Quigley B, 1980)
•Considered as a new perspective from which to view the old rhetoric ( Day Dennis G, 1960)
Identification Theory
- Identification :
•The action or process of identifying someone or something or the fact of being identified ( Oxford )
•A process that is fundamental to being human and to communicating
- Identification Theory examines how communication helps people seek to identify arises out of division and overcome separateness.
- Occurs when individuals become aware of their common ground. (Quigley B ,1980)
Consubstantiality
Consubstantial united or identified in a common interest
Substance has Properties + Substance has Properties =
Consubstantiality
A ( a,b,c,d ) B ( b,c,a,d )
C
Four sources of identification exist : - Material Identification- Idealistic Identification- Formal Identification- Identification through mystification
Material Identification
- results from goods, possessions and material aspects
For ex : A is identified with B when they have the same position or
status in life A is identified with B when they have the same style in
fashion or similar taste in food, etc…
Idealistic Identification
-existed when people share the same ideas, attitudes or feelings
For ex :
A is identified with B when they both have the same favorite
movies or habits
A is identified with B when they share the same belief.
-
Formal Identification
-created by the arrangement, form or organization of an event in which both parties participate
For ex :
A is identified with B when they work in the same place
A is identified with B when they attend the same event
Identification through mystification
Existed when people in a lower strata of a hierarchy identify
themselves with people at the top of the hierarchy (Foss & Littlejohn
, 2008)
Message strategies
Communicators develop strategies for messages to create identification or division.
Three strategies in which the messages are structured :
•Strategies of naming : describe a situation through a term that include the speakers’ orientation toward the situation
•Strategies spiritualization : symbolic actions are tied to ideals in a way that resemble secular player
•Strategies of form : the message is used as the form of expression to lead the receiver to participate in the situation
Strategies as form ( cont)
Syllogistic o progressive form :
If A => B, if B => C, if C => D
Qualitative progression : people links qualities together to create
a conclusion
Repetitive form : occurs when there is restatement with new
details
Conventional form : recognizes the appeal inherent in forms that
have been learned.
Minor or incidental forms : imbedded in other forms. Ex : a
metaphor or paradox using in a written text
Application and Limitation in Communication Application : - Examining how people accomplish persuasion through
communications- Encouraging the communicating process to connect people- How people become consubstantial with others to overcome their
division and guilt.
Limitation :- Unable to explain all aspects of the appeal of a public figure- Only focus on face-to-face communication
Case study
Watch the videos and discuss about the concepts using when creating the videos.
1. Can you find out any concepts or strategies of identification theory had been applied in each of the video ? What are their roles ? Their effects ?
2. Do you think the concepts using to create the video are effective & useful ? Is it persuasive towards viewers ? Is it easy to understand ?
http://www.youtube.com/watch?v=9qtnA4jMu6A&feature=related
http://www.youtube.com/watch?v=XkFPN1WYi3E
http://www.youtube.com/watch?v=dFwJxxPzSpg
References
• Day, Dennis G 1960, ‘Persuasion and the concept of Identification’, Quarterly Journal of Speech, 46:3, 270-273
• Foss, KA & Littlejohn, SW 2008, ‘Theories of Human Communication’, 9th edn, Thomson Higher Education, USA.
• Quigley, Brooke L 1998, ‘Identification as a key term in Kenneth Burke's rhetorical theory’, American Communication Journal, The University of Memphis