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Introduction to Communication Science, partial exam 13.10.2021week one
what is communication science
five features of comm. Sc
what is theory
three theory metaphors
crossroads discipline
three communication models
two approaches
epistemology
determinism
mega theory
powerful media
hypodermic needle theory
week two
priming
three prongs
institutional process analysis
message system analysis (dramatic violence)
cultivation theory
mainstreaming and resonance
social learning theory
alternative explanations social learning theory (2)
silver lining
week three
media ecology
marshall mcluhan
sensory experience
virtual reality
ethical questions postman
effects new media
smartphone generations twenge
medium is the message
myths audience
myths
week four
uses and gratifications
para social relationship
key assumptions
screen nome
week five
elaboration likelihood model
central and peripheral route
strong and weak attitude
heuristic cues
message elaboration
type of elaboration
social media influencer
,WEEK ONE
Communication science: no direct definition.
, studying it, communication is the relational process of creating and interpreting messages that elicit
a response.
Five features of communication science:
1. Messages: core study, doing anything that involves any medium or situation.
Crossroads discipline: when various academic areas mix.
Text: synonym for a message that can be studied, regardless of the medium.
2. Creation of messages: communicator is making a conscious choice of message form and substance.
(content and form of text are constructed/invented/planned/crafted/constituted/selected/adopted.)
3. Interpretation of messages: messages don’t interpret themselves. Meaning a message holds for
creators/receivers doesn’t reside in words that are spoken/written/acted out. ‘words don’t mean
things, people mean things’. ‘humans act toward people or things on the basis of meaning they
assign to those people or things.
4. A relational process: Communication is a process, never the same. Described as reference to what
went before and what is yet to come. Relational because it takes place between two or more
persons, affects nature of connection amongst those people.
5. Messages that elicit a response. If a message fails to stimulate any cognitive, emotional or
behavioural reaction, pointless to refer to as communication. Every triggered response in
communication science.
Theories
Theory: set of systematic informed hunches about the way things operate.
Hunches: we aren’t sure we have the answer.
Set of hunches: ideas about an explanation
Informed: responsibility to check out/observe. Into consideration what’s already known.
Systematic: specifications of relations between concepts
Theories as nets: theories are nets to catch the world. Try to make it finer every time. Grand theory.
Different nets, to catch all distinct types of theories.
Theories as lenses: theories shape perception by focussing attention of some features, while others
are in the background, ignored.
Theories as maps: theory to guide us through unfamiliar territory. Communication theories are mas
of the way communication works. Truth they depict has to do with objective behaviours/subjective
meanings inside our heads.
, Approaches
Objective approach: truth is singular and is accessible through unbiased sensory observation:
committed to uncovering cause-and-effect relationships
Interpretative approach: linguistic work of assigning meaning or value to texts, assumes that multiple
meanings or truths are possible.
Epistemology: study of origin, nature, method and limits of knowledge.
Determinism: assumption that behaviour is caused by heredity and environment.
Mega theory: theory about theory, stated or inherent assumptions made when creating a theory.
Sender > message > receiver
Communication models
1. transmission model
- communication is a process of transmitting messages
- message determined by sender
- receiver processes this message as was intended by sender ( follows guidelines).
- e.g. flyer, recipe
2. expressive model
- communication as representation of shared beliefs within society/group
- emphasis on performance of message
- e.g football game, tik-tok trend
3. publicity model
- communication as a tool to grab and hold attention
- competition between senders for attention or public.
- attention > quality information.
- receiver is spectator rather than participant
4. reception model
- communication as open multiple interpretations.
- sender transmits message with certain purpose/meaning.
- possible receiver reads message in different way than intended ( doesn’t follow guidelines)
- almost every form of communication
Powerful media
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