Chapter 1: “communication theory”
Defining “communication” and “theory”; Theory as a lens, a web, etc
● Creating a message requires making choices. Silence is also necessary for
communication to occur
● There are effects involved: cognitive, behavior, and emotional
- theories as nets:
Philosopher of science Karl Popper said that “theories are nets cast to catch what we call the world”.
Theories are the tools of the trade. The term the world can be interpreted as everything that goes on under
the sun, requiring a grand theory that applies to all communication, all the time. Catching the world could be
constructed as calling for numerous special theories of different kinds of small nets to capture different types
of communication in local situations.
The idea that theories could be woven so tightly that they’d snag everything humans sink, say or do seems
naive. The possibility also raises questions about our freedom to choose some actions and reject others.
Collect everything. Scientists are collectors. Whatever they find they try to describe. If you collect
everything but don’t try to look for an explanation of what you describe, then the theory is quite
useless.
- theories as lenses:
Many scholars see their theoretical constructions as similar to the lens of a camera or a pair of glasses, as
opposed to a mirror that accurately reflects the world out there. Theories shape our perception by focusing
attention on some features of communication while ignoring other features.
A danger of the lens metaphor is that we might regard what is seen through the glass so dependent on the
theoretical stance of the viewer that we abandon any attempt to discern what is real or true.
Find hidden facts. It’s something that makes you look more far at certain things and see things
that you could not see before. It prevents you from seeing other things that may be irrelevant but
maybe are relevant. Could be a limitation.
- theories as maps:
Communication theory is a kind of map that’s designed to help you navigate some part of the topography of
human relationships. The map is not the territory. No theory can fully portray the richness of interaction
between people that is constantly changing, always varied, and inevitably more complicated than what any
theory can chart.
make representations (facts and interpretations). You are trying to describe the facts in such a
way that you make interpretations.
Chapter 2: objective vs interpretive approaches
Persuasion; figures on the marketing strategies (academic study)
E.g,. Clydesdale Budweiser commercial
Objective
- To measure the positive reaction to the commercial
- The effect of the commercial to the consumers
- E.g, questionnaire
Defining “communication” and “theory”; Theory as a lens, a web, etc
● Creating a message requires making choices. Silence is also necessary for
communication to occur
● There are effects involved: cognitive, behavior, and emotional
- theories as nets:
Philosopher of science Karl Popper said that “theories are nets cast to catch what we call the world”.
Theories are the tools of the trade. The term the world can be interpreted as everything that goes on under
the sun, requiring a grand theory that applies to all communication, all the time. Catching the world could be
constructed as calling for numerous special theories of different kinds of small nets to capture different types
of communication in local situations.
The idea that theories could be woven so tightly that they’d snag everything humans sink, say or do seems
naive. The possibility also raises questions about our freedom to choose some actions and reject others.
Collect everything. Scientists are collectors. Whatever they find they try to describe. If you collect
everything but don’t try to look for an explanation of what you describe, then the theory is quite
useless.
- theories as lenses:
Many scholars see their theoretical constructions as similar to the lens of a camera or a pair of glasses, as
opposed to a mirror that accurately reflects the world out there. Theories shape our perception by focusing
attention on some features of communication while ignoring other features.
A danger of the lens metaphor is that we might regard what is seen through the glass so dependent on the
theoretical stance of the viewer that we abandon any attempt to discern what is real or true.
Find hidden facts. It’s something that makes you look more far at certain things and see things
that you could not see before. It prevents you from seeing other things that may be irrelevant but
maybe are relevant. Could be a limitation.
- theories as maps:
Communication theory is a kind of map that’s designed to help you navigate some part of the topography of
human relationships. The map is not the territory. No theory can fully portray the richness of interaction
between people that is constantly changing, always varied, and inevitably more complicated than what any
theory can chart.
make representations (facts and interpretations). You are trying to describe the facts in such a
way that you make interpretations.
Chapter 2: objective vs interpretive approaches
Persuasion; figures on the marketing strategies (academic study)
E.g,. Clydesdale Budweiser commercial
Objective
- To measure the positive reaction to the commercial
- The effect of the commercial to the consumers
- E.g, questionnaire
