The Communicator

Theories that focus on the individualChapter 4

The Individual & Western Society

Theoretical traditions included:

Sociopsychological Cybernetic Sociocultural Rhetorical Critical

Sociopsychological Tradition Evaluates the individual

Two Major Areas:

Trait TheoryCognition and Information Processing

Trait TheorySuper traits

Five Factor ModelJohn DigmanNeuroticismExtraversion Openness Agreeableness Conscientiousness

Explaining communication behavior with 5 Factors

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Argumentativeness

Trait Theory Biology determines traits

Commonly researched areas:

ArgumentativenessPositive Debating topics without arguing

Social & Communicative Anxiety

Communication apprehension (CA)Trait CA Pathological CA

Social avoidance & anxietyInteraction Anxiety Shyness Symptoms

Physiological, behavioral, cognitive

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

Attribution Theory Uses reason to explain our

and others behavior

Three steps:

Observe, Consider intent, decide cause

Causal attributions:

SituationalPersonal effectsAbilityEffortDesire

SentimentBelongingObligationPermission

Social Judgment Theory (SJT)

Social perception

Judgments made based on internal reference point (anchor)

Q – Sort

LatitudesAcceptanceRejectionNoncommitment

Influenced by ego involvement

SJT Two effects that distort the communication:

Contrast Assimilation

How does social judgment facilitate change?

Latitude of acceptanceLatitude of rejectionBoomerang

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

ELT ResearchComprehensive

Exam

Group 1

Next year

HS Source Carnegie Commission

Group 2

10 years

HS Source Carnegie Comm. Source

Heuristic-Systematic Model

Chaiken

Dual process to evaluate persuasion

Two levels

Heuristic = schemataPatterns of thought Cues used:

CommunicatorContext Message

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?

Cybernetic Tradition Three theories discussed

Information – integrationTheory of Cognitive DissonanceProblematic – Integration

Information-Integration Approach

Evaluates how people gather & organize information

Different variations:

Original FormulationExpectancy – Value theoryTheory of Reasoned Action

Original Formulation Two variables

ValenceDoes information support current beliefs?Positive or negative affect

Weight Credibility of information

Theory of Cognitive Dissonance

Leon Festinger

Cognitive elements (CE)

Piece of knowledgeRelationships between CE

Cognitive IrrelevanceCosonantDissonance

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

Cognitive Dissonance Dealing with dissonance

Change cognitionsAdding cognitionsAlter importanceMisinterpret information

Unpleasant state or tension

Smoking is unhealthy

I smoke cigarettes

Cognitive Dissonance

Sociocultural TraditionTheories based in Sociocultural Tradition

Symbolic InteractionismCommunication Theory of Identity

Symbolic InteractionismGeorge Herbert Mead

Evolving understanding of Social Interaction

Mead added human consciousness

Significant gestures or symbolsMead

Symbolic versus non-symbolic

C.K. Ogden and I.A. Richards: Triangle of Meaning

CommunicationFrom gestures to language

Interpretation of Stimulus

Sender Receiver

Role taking in communication

Self – talkPlan of ActionOrientational Others

Communication Theory of Identity

Who am I?

Indentity

Individual

Communal

Societal COMMUNICATION

Dimensions of IdentityFeelings

Affective DomainThoughts

Cognitive Actions

Behavioral Relationship

Spiritual

Power of Identity

• 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

Rhetorical TraditionTheory

Richard Weaver’s Theory of Truth and RhetoricHuman composed of three parts

PhysicalMind or thoughtsSoul

Three levels of knowledge Ideas about thingBeliefs and convictions Metaphysical dreams

Truth

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