Advanced Theory of Communication

Advanced Theory of Communication

In broad terms, communication theory involves information production, the transmission of information, methods of conveying information, and modes of creating and sharing it. Communication theory is very rich in various ideas that lie within its nominal scope, theorythere has been flourishing of new work on a theoretical approach. Regardless of the old roots and increase in the profusion of communication theories, communication theory has never existed as an identifiable study field.

Communication is an integral part of every person in this competitive age. Ranging from home necessary activities like home management to the running of an organization and making of rules and regulations depend on effective communication. Poor communication may result in disruption of operations and inefficiency. Therefore, communication is not enough; it has to be clear and compelling.

A communication strategy is a critical aspect that connects the implementation of a Social and Behavior Change Communication (SBCC) Program. Effective communication strategies have a behavioral theory and systematic process that implements and designs communication activities to facilitate change of behavior and sustainable social change. Communication strategy offers guidance to an intervention or a program. It sets a pace and direction to make sure all products, communication programs, and materials function together for the achievement of the desired change. Strategic materials and activities promote change.

Modern theories of communication depend on mathematical theorems. The approaches were developed by Claude Shannon, who was both a researcher at Bell Laboratories and an engineer in 1948. Information theory, also known as Shannon’s original theory, was later evaluated and made more famous through the formulation of a non-mathematical formula by Warren Weaver, a media specialist with the Rockefeller Foundation. To make it more effective, Warren Weaver added on insights of Shannon about the electronic transmission of signals and the measurement of information flow using quantitative measures.

Besides, Warren expounded on the theoretical model of human communication. Warren defined social interaction as to how human minds may affect each other. Weaver noted that the effectiveness of the human interface is measured through the ability to convey meaning to the receiver and result in the desired outcome on their part. He also introduces human reaction and purpose concepts into the set initially of highly technical equations for making of analysis and evaluation of the transmission of messages.

Communication Theories

Actor-Network Theory (ANT)– The theory notes that the ability of non-human factors to be influential in the scientific knowledge-creation and technological innovation success is the same.
Actor-Network Theory looks at the formation of networks and their contribution to these successes. The theory implies that one individual is responsible for the victory. Thus, both the system and the actor have the responsibility of achieving the advancements.

Adaptive Structuration Theory (AST)– The theory suggests that some groups and organizations create resources and rules. They are known as structures. The structures can develop their own life. The structure quality and the decision-making process affect each other (MacGeorge, E. L., 2016)

Agenda Setting Theory– Agenda Setting Theory suggests that what is considered net worth by the general population is dependent on mass media organizations. The net worth is considered by deciding the attention received by a news story. The theory commonly uses the term ‘salience transfer’ to mean the ability to transfer agendas to the public by the media.

Cognitive Dissonance Theory– It is a psychological conflict that arises from holding two incompatible or contradictory attitudes or beliefs. For instance, one can be attracted to a person physically but be against their beliefs and habits. The theory implies that a person seeks balance in their attitudes, practices, and ideas. Therefore, for the reduction of dissonance, a person avoids listening to opposing sides and change their mindset and habits to suit their deeds.  Communication Accommodation Theory– Communication Accommodation Theory describes the behavior of people to adjust or accommodate their styles of communication to match others. The changes in nonverbal or verbal techniques are through convergence and divergence. Often, convergence is used by individuals without power for social validation and seek to adjust their communication styles to accommodate others who they are conversing together. Divergence highlights the identity of a group by touting the group differences. Often, divergence is used by individuals that have great racial and ethnic pride (Berger, C, 2018).

Importance of Theories of Communication

Theories of communication play significant roles in conversation, as follows; Firstly, it helps in understanding and organizing communication experience. Communication theories help in organizing a wide range of backgrounds into lesser classes by concentrating on the standard features of situations in communication. For instance, men and women talk differently for different reasons. Although this cannot be applicable in all cases, theories on gender communication make it easier to understand various gender talks simply through the understanding of the overall communication behavior patterns. It enables in making reasonable and wise decisions in situations of gender communication.

Secondly, communication theories help individuals choose communication behaviors to study. Communication theories offer guidance on where to face, what to face, and the way of looking at a communicative phenomenon. They focus on an individual’s attention on specific aspects of communication. For example, the difference in communication between men and women can be rectified by either studying the talk carefully or using non-verbal cues for both women and men. It happens on a personal level. The primary function of theories is that they help individuals choose what communicative behaviors to study. Similarly, in situations where one wants to convince a particular gender to act in a certain way, one could have these communication theories to get them to behave the way they want.

Finally, communication theory assists one in how they see their practical approaches, and for what aspects one will use to measure the success or failure of the strategies. Communication theories help in the prediction and the controlling of communication. When communicating, there is prediction and monitoring of communication, as one can predict the development of an individual’s interaction, and therefore have a certain control level. For instance, when one wants to communicate with a person they find attractive, a particular sort of communication theory is used to make it successful. The better the theoretical perspective, the higher the chances of communication success (Oetzel, J. G. 2017).

Theoretical Paradigm

A more straightforward way to understand the complex theories of communication is by categorizing them into many paradigms. Paradigms are collections of values, concepts, practices, and assumptions that create a way of seeing reality for a society that shares the benefits, more so an intellectual community. In the idea of communication, there are many ways of categorizing and understanding theoretical paradigms. No paradigm is better or valuable than the other, and none covers transmission better. In this case, communication theories exist into five models; empirical laws, human laws, human rules, and systems paradigms.

Empirical Laws Paradigm

Theories in the Empirical Laws Paradigm view communication from the perspective of the existence of universal laws that govern how people communicate. Some characteristics help in the understanding of the paradigm of the empirical law: prediction, causation, and generalization. Causation stipulates that there is cause and effect for every action. In the physical world, for instance, if a person drops a book, it will fall. In the field of communication, if a person says ‘hi’ to someone, the receiver will respond.

Human Rules Paradigm

Communication theorists who use the human rules paradigm believe that people create the rules of communication, and are always open to change. The human rules model views the truth as subjective and build by humans and not by nature or by the universe. Besides, standards are open to change and usually vary with the world.

Systems Theory Paradigm

The Systems Theory Paradigm shows a shift from empirical laws to human rules paradigms for evaluating communication. It seeks to have a piece of knowledge on a clear, complete picture by examination of several layers of communication as connected, instead of assessing communication acts of isolated individuals. It does not predict human behavior but instead highlights their communicative acts (Berger, C, 2018).

Conclusion

Conclusively, communication theories enable individuals in the organizing and understanding of communication experiences, selecting communication behavior to study, increasing the knowledge of human communication, and predicting of communication situations. Communication theories help an individual to have a broad understanding of the way human beings communicate. Communication theorists share approaches online through journals, articles, and conferences. The sharing of the communication theories enables individuals in the refinement of the arguments as it generates dialogues.

References

Berger, C., Calabrese, R., Ellul, J., Adorno, T., Horkheimer, M., Barthes, R., … & Castells, M. (2018). Communication theory.

MacGeorge, E. L., Feng, B., & Guntzviller, L. M. (2016). Advice: Expanding the communication paradigm. In communication, Yearbook 40 (pp. 239-270). Routledge.

Oetzel, J. G. (2017). Valid intercultural workgroup communication theory. The International Encyclopedia of Intercultural Communication, 1-5.