CHAPTER 1 – INTRODUCTION TO COMMUNICATION THEORY ........................................................ 3
COMMUNICATION COMPETENCE ....................................................................................................... 3
CONCEPTS, MODELS AND THEORIES ................................................................................................... 3
THREE TYPES OF THEORY .................................................................................................................... 3
EVALUATING THEORY .......................................................................................................................... 4
CHAPTER 2 – THEORY DEVELOPMENT ........................................................................................... 5
WHAT IS RESEARCH? ........................................................................................................................... 5
RESEARCH METHODS IN COMMUNICATION....................................................................................... 5
HOW THEORIES CHANGE AND GROW................................................................................................. 6
CHAPTER 3 – COGNITION AND INTRAPERSONAL COMMUNICATION .............................................. 7
ATTRIBUTION THEORY......................................................................................................................... 7
UNCERTAINTY REDUCTION THEORY ................................................................................................... 8
EXPECTANCY VIOLATIONS THEORY ................................................................................................... 10
COGNITIVE DISSONANCE THEORY ..................................................................................................... 10
CHAPTER 4 – INDIVIDUAL AND SOCIAL APROACHES TO COMMUNICATION .................................. 12
SOCIAL ROLE THEORY OF GENDER .................................................................................................... 12
EMOTIANOL INTELLIGENCE AND TRANFORMATIONAL LEADERSHIP................................................ 13
MESSAGE DESIGN LOGICS ................................................................................................................. 14
INTERACTIONAL PERSPECTIVE ON WORKPLACE GENERATIONS....................................................... 15
CHAPTER 5 – INTERPERSONAL COMMUNICATION ....................................................................... 17
POLITENESS THEORY ......................................................................................................................... 17
SOCIAL EXCHANGE THEORY .............................................................................................................. 18
DIALECTICAL PERSPECTIVE ................................................................................................................ 19
CHAPTER 6 – CULTURE ................................................................................................................ 20
HOFSTEDE’S CULTURAL DIMENSIONS ............................................................................................... 20
COMMUNICATION ACCOMODATION THEORY ................................................................................. 21
ANXIETY/UNCERTAINTY MANAGEMENT THEORY............................................................................. 22
FACE NEGOTIATION THEORY ............................................................................................................. 24
1
,CHAPTER 7 – APPLYING COMMUNICATION THEORY FOR PROFESSIONAL LIFE .............................. 26
ELABORATION LIKELIHOOD MODEL .................................................................................................. 26
THEORY OF PLANNED BEHAVIOR ...................................................................................................... 28
INOCULATION THEORY ...................................................................................................................... 29
NARRATIVE PARADIGM ..................................................................................................................... 29
CHAPTER 8 – GROUP COMMUNICATION ..................................................................................... 30
FUNCTIONAL GROUP DECISION MAKING.......................................................................................... 30
GROUPTHINK ..................................................................................................................................... 31
STRUCTURATION THEORY ................................................................................................................. 32
SYMBOLIC CONVERGENCE THEORY .................................................................................................. 34
CHAPTER 9 - ORGANIZATIONAL COMMUNICATION ..................................................................... 36
ORGANIZATIONAL CULTURE ............................................................................................................. 36
ORGANIZATIONAL ASSIMILATION ..................................................................................................... 38
ORGANIZATIONAL IDENTIFICATION AND CONTROL ......................................................................... 39
ORGANIZING THEORY ........................................................................................................................ 40
CHAPTER 10 – MEDIATED COMMUNICATION .............................................................................. 42
DIFFUSION OF INNOVATIONS............................................................................................................ 42
SOCIAL NETWORK ANALYSIS ............................................................................................................. 44
MEDIA RICHNESS THEORY ................................................................................................................. 45
USES AND GRATIFICATIONS THEORY ................................................................................................ 46
CHAPTER 11 – MASS COMMUNICATION...................................................................................... 47
AGENDA-SETTING THEORY ................................................................................................................ 47
CULTIVATION THEORY ....................................................................................................................... 48
SOCIAL COGNITIVE THEORY OF MASS COMMUNICATION................................................................ 50
ENCODING/DECODING THEORY ........................................................................................................ 51
2
, CHAPTER 1 – INTRODUCTION TO COMMUNICATION THEORY
WHAT IS COMMUNICATION?
Everyday view of communication: The communication process is the flow of information from one
person to another.
Scholar definition of communication: The process by which people interactively create, sustain and
manage meaning.
COMMUNICATION COMPETENCE
Communication competence is most often understood as achieving a successful balance between
effectiveness and appropriateness. Effectiveness is the extent to which you achieve your goals in an
interaction. Appropriateness refers to fulfilling social expectations for a particular situation.
CONCEPTS, MODELS AND THEORIES
Theories provide an abstract understanding of the communication process. They move beyond
describing a single event by providing a means by which all such events can be understood. Theories
provide us with a lens by which to view the world, but the lens highlights some things, and
sometimes ignores others.
A communication theory is considered a systematic summary about the nature of the
communication process. Other functions of theories are:
To focus attention on particular concepts
Clarify observation
Predict communication behavior
Generate personal and social change.
A concept refers to an agreed-upon aspect of reality. For example, time is a concept. Time is also an
abstract notion, meaning it can be applied to a variety of individual experiences or objects and can be
understood in different ways. Theories typically provide a way to predict or understand one or more
concepts.
A model is anything used in any way to represent something. It helps make abstract thoughts
concrete, highlights relationships theories, shows relationship (or suspected relationships) between
concepts, and helps you communicate your theory to others. A model should contain concepts and
relations between concepts.
THREE TYPES OF THEORY
There are three types of theories:
Commonsense theory:
Created by an individual’s own personal experience.
Useful to us and are often a basis for our decisions about how to communicate.
Commonsense theory is most often not supported by research into the phenomenon.
Working theory:
Generalizations made in particular professions about the best techniques for doing
something.
They represent agreed-on ways of doing things for a particular profession.
May very well be based on scholarly theories.
3
,Scholarly theory:
The theory has undergone systematic research.
Provides more thorough accurate and abstract explanations for communication.
They are often more complex and difficult to understand.
EVALUATING THEORY
There are five published standards that can be used to evaluate theories:
Area of Evaluation What to look for
Accuracy Has research supported that the theory works the way it says it does?
Practicality Have real-world applications been found for the theory?
Succinctness Has the theory been formulated with the appropriate number (fewest possible)
of concepts or steps?
Consistency Does the theory demonstrate coherence within its own premises and with
other theories?
Acuity To what extent does the theory make clear an otherwise complex experience?
4
, CHAPTER 2 – THEORY DEVELOPMENT
THEORY – RESEARCH LINK
Inductive theory development: The research comes before the
theory. Study on a particular topic and based on the results of the
research, develop a theory.
Deductive theory development: A hypothesis, or a working theory,
must be developed before any research is conducted. After the
theory is developed the data is collected.
WHAT IS RESEARCH?
Research: The methodical gathering of data as well as the careful reporting of the results of the data
analysis. Research is a way to generate, test, and explore theories. How the research is reported
differentiates two categories of research:
Primary research: Research reported by the person who conducted it. Often published in
academic journals.
Secondary research: Research reported by someone other than the person who conducted
it. This is published in newspapers or textbooks.
RESEARCH METHODS IN COMMUNICATION
There are different research methods in communication:
Experiments
Experimentation is ultimately concerned with causation and control. An experiment is the only
research method that allows researchers to conclude that one thing causes another.
There are two possible settings for an experiment:
Laboratory experiment: Takes place in a controlled setting, so that the researcher might
better control his or her efforts at manipulations.
Field experiment: Take place in participants’ natural surroundings.
Variable: Any concept that has two or more values, such as gender
Independent variable: Presumed cause
Dependent variable: Presumed effect
Survey research
The most common means of studying communication is through the use of surveys. Surveys are the
only way to find out how someone thinks, feels, or intends to behave.
There are two types of surveys:
Interviews: Participants respond orally (focus group).
Questionnaires: Respond in writing.
Population: All people who possess a particular characteristic.
Sampling: Small number of people in the population of interest. If the sample is well selected, the
results of the survey are likely also to hold true for the entire group.
Random samples: Every member of the target group has an equal chance of being selected.
Non random samples: Volunteers, a convenience sample. Or a purposive sample.
Random samples are more likely to be used, because they give a more representative view of the
situation.
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