Comm Test Notes

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Socio-psychological tradition

objective

instead of individual focus they attempt to generalize across 100s to find trends

what is not what ought to be

cause/effect

Emphasizes scientific perspective </li></ul><ul><li>Associated with Carl Hovland and the Yale team </li></ul><ul><li>Concentrated on the source and the content of persuasive messages, and the audience characteristics </li></ul><ul><li>Source credibility rests on expertness and character; expertness had the bigger effect on credibility, but did not last. </li></ul><ul><li>The “sleeper effect” : the impact of credibility does not last. </li></ul>

Example, Trait theory, a major focus in this tradition, explores attitude and the connection between personality and one’s communication. It is easy to understand the collaboration between communication and psychology in the sense that one’s personality or psychological influence will impact how they react to certain messages, accepting them or being biased against the

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cybernetic tradition

objective

communication as a system of information processing

social networks and systems

Wiener coined the term, in the field of artificial intelligence </li></ul><ul><li>Introduced the concept of feedback </li></ul><ul><li>Claude Shannon established the idea of communication as information processing </li></ul><ul><li>Goal was to maximize line capacity with minimum distortion </li></ul><ul><li>Reduce uncertainty through redundancy; more redundancy=reduced capacity. </li></ul>

The children’s game Telephone is a good example. </li></ul><ul><li>One person begins the message and tells their neighbor who tells their neighbor and so on. Along the way, the message is subject to noise and changes from person to person. The last person to receive the message (the destination) says aloud what message they received . </li></ul>

13. <ul><li>This is the process of feedback. The message’s end meaning typically does not match up to the intended message. The difference between the starting message and the end message can be reduced by control.

Semiotic Tradition

Interpretivist

signs and symbols

verbal and nonverbal

The rose as a symbol

Semiotic Tradition <ul><li>The study of signs (Richards, Ogden, Saussure). </li></ul><ul><li>Signs signify by indication, representation or by arbitrary convention (symbol) </li></ul><ul><li>Words are symbols (arbitrary) </li></ul><ul><li>Words do not have precise meanings </li></ul><ul><li>Meanings reside in people not words or symbols </li></ul><ul><li>A symbol is indirectly related to its referent </li></ul>

socio-cultural

interpretivists

as people talk, they produce and reproduce culture

folk tales

Communication produces and reproduces culture </li></ul><ul><li>Sapir-Whorf hypothesis says structure of language shapes what people do and think </li></ul><ul><li>Language is not a neutral conduit </li></ul><ul><li>Through language, reality is produced, maintained, repaired and transformed.

Sapir-whorf: the structure of a LANGUAGE shapes what people think and do

Native American man speaking to a tree. May think crazy if didn't know he was native american.

What is Socio Pyschological?

Socio Psychological is objetice

Instead of indivdual tend to generalize across 100s

what is not what ought to be

is related towards cause and effect

The connection between communication and psychology of an individual

What is cybernetic?

Communication as a system of information processing

is also about social networks and systems

an example of cybernetic tradition is the game telephone

The concept of feedback and the idea of communication as information processing

Semiotic

Is about signs and symbols

meaning reside in people not words or symbols

The study of signs

Socio Cultural

How language and words produce and reproduce culture

How the acts of one culture may be interepreted versus another

Sapir Wharf the structure of language shapes what people think and do