Theoretical Traditions and Shifts in the History of communication and Social Change
Introduction
The importance of communication across societies cannot be underestimated. Communication plays a central role in the transfer of cultural practices that are critical aspects of an organisation. Communication theories have been developed other the years to explore the importance of the concepts across societies and communities across the world. However, communication theories are not only about organisations. These theories are classified as a component of the organisation and play a critical role in the evolution of the communication aspects that makes the society, significantly contributing to the process of social change (Louw, 2010). Communication theories are mostly analysed based on the ideas of social, traditional approaches and network to show how each has contributed to the development of modern societies. These theories have also been developed in conjunction with profound transformations in the communicative constitution of society. Additionally, studies have been developed, supporting the argument that communication theories and practices interact in the medium of meta-discourse. The discourse on both the practice and the theories developed are also engaging critically on other discourses that entails traditional authoritarian and political realism. Communication is a critical aspect in the analysis of social conflict in society. Communication theory can, therefore, be used in the exploration and the study of modern communication theory essential in the analysis of contemporary societal settings (Escobar, 1995).
This study is developed on a critical analysis of commutation theory as a crucial aspect of social change. Communication theory has a growing presence across societies and does not only shapes it contributes significantly to the evolution of communication practices that constitutes the society. It cultivates and the explores strategies of understanding human social existence in terms of communication processes and challenges ways of understanding human social life in communication process aspects. The study explores communication theory by in-depth utilisation of examples. I critically examine the concepts of network and rituals and develop an analysis of how these concepts originated and continue to evolve in traditional cultural approaches. A broader and in-depth analysis is designed as a foundation of the development of an evaluation of the best practices that determine impacts of modern communication and the social-political aspects of lives across societies. Additionally, the paper explored development in conversation as a critical aspect of social change from the perspective of communication rights that includes “Right to Information” that has played a significant in the evolution and development of the society as a whole.
Communication and Social Change in Historical Context
One of the principle concepts across societies is communication. Communication is the central nerve across cultures and its alteration leads to significant change ideal in the development of the community and the organisation. At any given historical point, there is a variety of theoretical perspectives based on communication and social change. Construction of the social change entails understanding the role played by information, communication practices and the media as the central unit in the communication process in the social change (Gumucio-Dagron & Tufte, 2006). Don't use plagiarised sources.Get your custom essay just from $11/page
Additionally, it entails a variety of applications based on the mainstreaming of communication as a process and leveraging of media technologies as a critical aspect of social change. One of the significant issues in the conversation for social change is whether it has an identity that it can call it owns. CSC lacks theories that are developed explicitly based on its own. Majority of CSC have mostly been produced and dependent on borrowing from other related disciplines. This includes rural sociology that provides the basis for the diffusion model to the radical pedagogy. Additionally, CSC theorisation has also been developed and refined by the diverse school of thoughts including feminism, Marxism, globalisation, subaltern theories, social movement theory, identity theory and influence of information technology concepts across. I modern societies social networking triggered by a large intake of network services across the world have significantly led to the growth and the development of CSC practices. However, little have been captured in the existing theories (Couldry, 2010).
Although one can argue the interdisciplinary approach have contributed a lot to the growth and development of the shaping and the refining of the CSC, these theories have led to the identification of more fault line, especially between practice and theory. The field is mainly characterised by a variety of disjuncture between the theoretical and practical application of the methods developed (Louw, 2010).
Network as a Communication Concept Analysis
Communication is one of the critical concepts in society and determines its level of development comparatively. The idea of the system plays a crucial role in the event of communication and social change. Network in connection also plays an essential role in the evolution of social practices and self-understandings that alters traditional approaches. Traditional, the term network was initially related to lace making and was not associated in any way to the communication process. In the 16th century, the term was used and borrowed as a medical term to explain the blood circulation process. Soon after the time was used as an engineering term that was used to describe connected channels of transportation and communication that entails canals and feeder roads. This was used to insinuate the commercial and cultural lifeblood of the nation (Rostow, 1969). By the 19th century, the concept had been developed and not only used to refer to improved communication systems but also international bond and webs of global interconnectivity. Therefore, network concepts evolved in practical and scientific discourses and conjunction with modernist understandings regarding education and universal progress. In the 19th century, the network was largely used in the electrical networking field than in other areas across the world. The concept was also was primarily associated with decentralised control structures (Wilkins, 2015)
Through a critical analysis of the historical use of the network, most of this happened before the introduction of academic or scientific bodies across economies or before submission of communication theory. Communication network study was first carried out in 1940s and was primarily developed on based on social psychology. The approach took a critical place in mass communication theory as the interdisciplinary field of communication research was institutionalised later. Early studies of mass communication in marketing and mass communication let to the establishment of the two-step flow hypothesis. According to the interpretation, the effects of political business campaign messages are mediated by interpersonal communication approaches. The messages flow from mass media to the opinion shapers in the society through their personal networks of influence. By the end of 1970, analysis of the communication network was a crucial concept of communication theories in the field and ranged from the diffusion of innovations to organisational communications. The theory of communication network has advanced and continued to develop and now are at another level of development. The conceptual tools of network analysis are used to study everything from the international flow of data and information to online social networks (Gumucio-Dagron & Tufte, 2006).
Accordingly, the network has become an essential concept in communication theory. Since 1970, the idea has become much more than becoming increasingly prevalent social ontology. The concept has been used as a critical way or approach that institutions and members of the societies describe the social world and understand what is happening across the world. The network provides a better idea of understanding the social process more comprehensively compared to structures and hierarchy. Traditional and modernist models imply a need for authority and centralised approach. The model of society as an open network wired by channels of communication indicates a need for flexibility and self-organising communication process that empower individual’s agencies to form structures around shared interests and missions, for instance through social networks like Twitter and Facebook. Innovation and creativity in the field of communication technology have led to change in the social-economic approaches of dealing with various issues across the societies. Through social networking, political campaigns have shifted from traditional methods. Freedom of expression across the globe has also increased significantly based on increased networking and have turned political space (Couldry, 2010).
Through critical analysis, these advancements have involved some interplay between communication theory and social practices. For instance, communication practice named networking. According to the dictionary, the term was first used in the 1970s to refer to the process of utilising social networks for personal advantage. Networking concepts proceeded internet and was not framed in terms of communication technology. Initial usage in the field of family therapy was more related to social theories of interpersonal interconnectivity than to development in technologies. Network concepts become more popular in the women movements as a communication approach of enhancing their professional and entrepreneurial professional lives (Carpentier, 2011). It was considered as an approach of compensating the traditional gender hierarchy and social patterns that favored males in the society. By 1970 network had been changed to mean a totally deferent aspects in the field of communication and technology. From the networks of canals and roads in the 16th century through online social systems in the 21st century, the concept of network is an excellent example of development from both theory and social networks. The two ideas of the network have intertwined over time. The network can be classified as theoretical concepts essential in explaining society in part because related concepts have evolved within society as an essential social change from the earliest stages of civilisation through the postmodern culture. The theory of communication networks arises and is maintained by the social ontology of systems (Manyozo, 2012).
How Shifts Reflect the Changing Nature of Social-Political Priorities
Various sociocultural theories of communication have been developed based on ritual as a way of explaining communication practices across communities. The ritual model is based on the metaphor of a sacred ceremony. Connection in ritual approach is described and considered as a collective performance that is essential to the participants and plays a critical role in the sustenance of a community over time. Transmission and ritual could be though as alternative approaches to understanding and explaining communication for scientific purposes. Metadiscourse is a critical component of communication that can be used to explore the relevance of communication theory and its implication to the society. Metadiscourse is a reflective approach and entails talk after a tall and involves the use of language and other semiotic resources to influence by airing personal views regarding issues in society. Metadiscourse is mostly used in the analysis of specific linguistic devices like reported speeches. However, communication theory is interested in a broader range of discourse (Thomas & Bromley, 2010).
In simple definition discourse on discourse in common terms is also meta-discourse. Individuals trading stories about how poorly an organisation in managed or writing columns in newspapers about rules of motivating employees are engaged in a discourse with a relatively broad scope. Debates on the role of the communication and media in social media are central towards the analysis of the political systems across the world. However, lack of a well-developed analysis regarding the importance of the communication has hampered the growth and the development of the media significantly as a critical field in the world of politics (Quarry & Ramirez, 2009). Concerns on the role of media and communication on political change have in recent year have regained prominence. This has attracted various scholars in response to massive and quick innovation and development of the place over the years. The mobile transformation and use of digital platforms of communication have changed the social-political approaches across the world (Sparks, 2007).
Modern communication has enhanced and supported justice and equity in society. Initially rooted in the modernisation theories and entrenched after the Second World War, this approach is mainly concerned with the utilisation of communication as a means of facilitating social change (Dutta, 2011). Traditional communication approaches have been replaced and the conventional concepts eroded paving the way for new developments. The topics of discussions have also changed over time. The principle difference lies between the role of media and communication as an agent social-political transformation. The agent of transformation approaches foregrounds media as a central agent of change and focuses on explicating general understanding of communication concepts (Melkote & Leslie, 2015).
Innovation in communication and social change have progressively become more inclusive and supportive of justice and equity
Communication is a critical concept that cannot be ignored in the promotion of individual rights. More advanced communication approaches create avenues for individuals to air their grievances more openly compared to traditional ways. Innovation and improved communication networks across the world have enabled the creation of more communication channels compared to conventional approaches. Development communication has played a critical role in the advancement of involved individuals around the globe (McAnany, 2012). Improvement in communication is a principal consideration in the development of political transformation. Modern communication channels have provided more effective communication channels through the use of the internet. Internet services have enhanced globalisation aspects and changed political landscapes across the globe. One of the principal advantage of development in communication is that it is engaging the policy formulators and establishes conducive social, economic environments that promote social change through sustainable development (Gumucio-Dagron & Tufte, 2006).
Innovation and creativity in the industry have enhanced the productivity of individuals across the world. These have significantly improved social change across societies and have enhanced competitiveness across sectors. Communication plays a central role in the enhancement of the society. Modern communication concepts have created room for exploration and connectivity with other parts of the world providing a wide view of analysis and exploration of ideas (Servaes, 1999). This has left the electorate more informed and able to make informed decisions compared to the traditional approaches. Traditional communication approaches were limited in approach. The approach could only reach a limited number of people at a time. Modern innovation and creativity have enabled and enriched communication approaches. Modern systems are wiser and have varied sources of information compared to traditional approaches (Wilkins, Tufte & Obregon, 2014).
Innovation and creativity and innovation in development in communication have changed political priorities. Unlike traditionally, where politics were simply based on human rights like freedom of expression, modern politics are based on development priorities. Modern communication has enhanced human rights among members of the societies through freedom of expression and access to information changing political perspectives in the long run (Thomas, 2019).
Conclusion
Various theories have been developed to explain modern change in communication approaches across the world. Communication theories have been developed other the years to explore the importance of the concepts across societies and communities across the world. However, communication theories are not only about the societies. These theories are classified as a component of the society and play a critical role in the evolution of the communication aspects that makes the society, significantly contributing to the process of social change. Communication change and advancement have led to development that have fostered growth and development of social-political spheres across societies. Innovation have enhanced individual’s right and freedoms and also provided a wider view of analysis of the most appropriate approaches ideal for the development of societies.
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