Communication Theories

Definition

• Frameworks/models that explain and predict how communication functions and the
factors influencing it.
• Types:
o Descriptive: Explain how communication happens.
o Prescriptive: Provide guidelines for effective communication.
o Address ethical implications and power dynamics.

Categories of Communication Theories

1. Behavioral Communication Theories

o Focus on observable behaviors during communication.
o Emphasis: Clear, direct, and consistent behaviors enhance communication.
o Ineffective communication arises from ambiguity and misalignment with the
message.

Key Theories:

Social Learning Theory:

o
§ People learn communication by observing others.
§ Behavior more likely imitated if rewarded, less likely if punished.
o Social Exchange Theory:
§ Decisions on communication depend on perceived costs vs. benefits.
§ Assumes rational behavior prioritizes maximum benefits at minimum
costs.
2. Cognitive Communication Theories
o Communication as a cognitive activity involving:
§ Attention, Comprehension, Memory.
o Key Theories:
§ Cognitive Dissonance Theory:
§ Discomfort from inconsistent beliefs and behaviors.
§ Motivates change to reduce inconsistency.
§ Expectancy Violations Theory:
§ Reactions based on expectations about others' behavior.
§ Violations may elicit positive or negative reactions.
3. Cultural Communication Theories
o Focus on culture’s role in shaping communication styles and patterns.
o Key Theories:
§ Cultural Studies Theory:
§ Communication reflects and contests power dynamics.
§ Communication Accommodation Theory:
§ People adjust styles to match interaction partners for social
bonding.
4. Critical Communication Theories
o Challenge power structures and inequalities in communication.
o Key Theories:
§ Feminist Theory:
 § Highlights gendered power relations and advocates for equity.
§ Critical Race Theory:
§ Examines racial power dynamics and challenges inequalities.
5. Individual Difference Theory
o Reactions to messages differ based on psychological and personality variables.
o Key Concepts:
§ Selective Exposure: Preference for messages aligning with existing
beliefs.
§ Selective Perception: Misinterpretation influenced by biases.
6. Personal Influence Theory
o Emphasizes interpersonal relationships over mass media.
o Key Concepts:
§ Two-step Flow: Information flows from media to opinion leaders, then
to the public.
§ Multi-step Flow: Opinion leaders mediate between media and audience
reactions.

Barriers to Effective Communication

1. Language Barriers
o Challenges due to different languages or limited proficiency.
o Overcoming Strategies:
§ Use simple, clear language.
§ Employ visual aids and translation tools.
2. Cultural Differences
o Miscommunication due to differing norms, values, and styles.
o Overcoming Strategies:
§ Develop cultural competence.
§ Actively listen to cultural cues.
§ Seek clarification and feedback.
3. Emotional Barriers
o Negative emotions hinder clarity and receptivity.
o Overcoming Strategies:
§ Cultivate emotional intelligence.
§ Create a safe, judgment-free environment.
§ Practice empathy and active listening.
4. Physical Barriers
o Distance, noise, and environmental factors disrupt communication.
o Overcoming Strategies:
§ Choose suitable channels.
§ Minimize distractions.
§ Ensure reliable technology for virtual communication.
5. Perceptual Barriers
o Distorted understanding due to biases and stereotypes.
o Overcoming Strategies:
§ Engage in active listening.
§ Challenge personal biases.
§ Foster open dialogue.
 6. Semantic Barriers
o Misinterpretations from ambiguous language or jargon.
o Overcoming Strategies:
§ Use concise language.
§ Provide context and clarify technical terms.
§ Confirm understanding through feedback.
7. Physiological Barriers
o Impediments like speech or hearing issues.
o Overcoming Strategies:
§ Employ assistive devices.
§ Show patience and explore alternative methods.

Thesis and Article Writing

What is a Thesis?

• A document supporting candidature for a PhD, presenting the author's research and
results.
• Difference from dissertation:
o Thesis: Longer, submitted for a PhD.
o Dissertation: Shorter, submitted for a master's degree.

What is Article Writing?

• Writing aimed at delivering information to the masses via media like newspapers,
journals, and magazines.
• Articles are concise with a compact organization, unlike the detailed nature of theses or
dissertations.

Thesis and Article Writing Format

1. Title Page:
o Includes researcher's name, purpose of research, and date of publication.
2. Table of Contents:
o Lists chapters or sections.
3. List of Tables and Figures:
o Titles and page numbers for all tables, graphs, and illustrations.
4. Acknowledgements:
o Gratitude to guides, institutions, participants, and supporters.
5. Introduction:
o Orients readers to the topic with aims and objectives.
6. Review of Literature:
o Summarizes background research.
7. Research Design:
o Details practical methodology: data collection, tools used, participants, and
analysis.
8. Data Analysis and Interpretation:
o Presents findings via tables, graphs, or descriptive text.
9. Summary and Conclusion:
o Draws conclusions and connects findings to broader research.
 10. Recommendations:
o Practical suggestions from research.
11. Suggestions for Further Research:
o Indicates gaps or areas for future exploration.
12. References/Bibliography:
o References: Sources cited in the text.
o Bibliography: Relevant sources not cited.

Differences Between Thesis and Article Writing

Aspect Thesis Article

Nature Academic, detailed. Concise, journalistic.
Purpose Academic standards. Media or journalistic needs.
Review Process By an academic committee. By blind reviewers.
Structure Divided into chapters. Divided into sections.
Literature Review Lengthy and detailed. Brief and focused.
Description Extensive on tools and methods. Summarized essentials.
Findings Comprehensive presentation. Selective highlights.

Tips for Effective Writing

• Be specific and start early.

• Draft rough outlines before finalizing.
• Ensure logical flow with clear sentences.

Mass Media and Society

Role of Mass Media

• A powerful communication and information dissemination tool.

• Influences culture, politics, economy, and individual behavior.

Types of Mass Media

1. Print Media:
o Newspapers, magazines, books.
o Offers tangible, immersive reading.
2. Broadcast Media:
o Radio, television.
o Wide reach; shapes public opinion.
3. Digital Media:
o Websites, online news.
o Real-time information with interactivity.
4. Social Media:
o Platforms like Twitter, Facebook.
o Personalized feeds and user participation.
Impact of Mass Media

1. Cultural Influence:
o Shapes norms and values.
o Challenges stereotypes and promotes inclusivity.
2. Political Impact:
o Facilitates democracy and public discourse.
o Risks include media bias and sensationalism.
3. Economic Implications:
o Drives advertising, consumerism, and job creation.
o Supports diverse professions and new business models.
4. Individual Behavior:
o Influences attitudes and aspirations.
o Risks: Addiction, mental health issues, but also promotes education and social
change.