Traditions of Communication
(UPDATED) Here is a breakdown of the seven traditions of communication. Read on to find out more about the RHETORICAL TRADITION, SEMIOTIC TRADITION, PHENOMENOLOGICAL TRADITION, CYBERNETIC TRADITION, SOCIO-PSYCHOLOGICAL TRADITION, SOCIO-CULTURAL TRADITION, and CRITICAL TRADITION.
HOW DOES IT DIFFER FROM OTHER TRADITIONS?
The rhetorical tradition mostly deals with oral communication. Although now, modern rhetoricians are already looking into the rhetoric behind nonverbal signs as well as arts, architecture and performances.
The rhetorical tradition mostly deals with oral communication. Although now, modern rhetoricians are already looking into the rhetoric behind nonverbal signs as well as arts, architecture and performances.
THEORY: Walter Fisher's Narrative Paradigm Theory
POSSIBLE COMMUNICATION RESEARCH
Alternative ways of informing the public can be looked into
by using the principles of this tradition. In this era of technological
saturation and instant information, there is a problem that arises with the quality and accuracy of information that one sees, hears, or reads in various media outlets. What can be studied is how the language and symbols used by a 'trending' individual or group affect the audiences' daily lives.
CRITIQUE
Argumentum ad passiones is a logical fallacy characterized by the manipulation of the audience's emotions in order to win an argument. Isn't there a way for the communicator to persuade and influence other people without committing this type of fallacy?
Argumentum ad passiones is a logical fallacy characterized by the manipulation of the audience's emotions in order to win an argument. Isn't there a way for the communicator to persuade and influence other people without committing this type of fallacy?
Ferdinand de Saussure, another pioneer in the field of semiotics, divided signs into two parts, the signifier and signified, while Peirce into three, the representamen, the object and the interpretant. But there is not a lot of difference between them. In fact, Saussure’s two components can be merged into Peirce’s representamen and interpretant, respectively. Representamen, or signifier, is what represents the intended meaning. The object is what the sign stands for or represents. The interpretant, or signified, is the meaning conveyed or the sense made of the sign.
For you to further understand the concept of sign, here is an example. You want to cross the road but the traffic lights indicate a green. The representamen is the signal that the traffic lights indicate. The object, since the sign says it is a green, means that you have to wait (a red light means you can cross the road). You then make sense of the sign by saying that “I have to wait or cross according to the traffic lights.”
HOW DOES IT DIFFER FROM OTHER TRADITIONS?
The semiotic tradition focuses on the signs’ functions, natures and relationships.
THEORY: Susanne Langer’s Theory of Symbols
POSSIBLE COMMUNICATION RESEARCH
Semiotic Analysis in Understanding the Book of Isaiah in the Bible
The Book of Isaiah in the Bible uses symbolisms to demonstrate events such as the Lord’s Second Coming, salvation of mankind, punishment for the wicked, etc. However, these symbols are hard to understand such that old English language was used and that the context in which these symbols were used is hardly applicable today. Langer's Theory of Symbols will be used as one of the bases to explain how human beings are able to interpret signs and symbols. This study will try to give possible interpretations to these symbolisms in the Book of Isaiah by means of a contextual analysis, that is, putting the context to the modern times, where they can be easily understood by modern generations of people.
CRITIQUE
While it is true that we are surrounded by signs and symbols and that semiotics is the way to interpret them, the semiotics tradition focuses only on the function and nature of these signs and symbols and does not consider the individual interpreter. According to Littlejohn and Foss (2008, 37), people interpret messages and experiences by filtering the comprehension through their own values and understanding and therefore deciphering the world through this. Therefore, what this sign means to a person may be different from that of another person depending on their experiences and which may result to miscommunication.
Phenomenological tradition seeks to answer these questions: “Why is it hard to establish and sustain authentic human relationships?” and “How can this problem be overcome?” (Griffin 2012, 45).
HOW DOES IT DIFFER FROM OTHER TRADITIONS?
Unlike semiotics, phenomenology looks to the authenticity of our ways of experiencing self and other. It focuses more on the individual interpreter rather than the signs and symbols as two people may have different interpretations on these ones.
THEORY: Standpoint Theory
POSSIBLE COMMUNICATION RESEARCH
Integrating Standpoint theory in reporting news about marginalized communities
Until now, there is still no specific guidelines on how to report news about marginalized individuals such as indigenous peoples and members of the LGBT community. This study will use the Standpoint theory to explain how journalists can create their own standpoints when reporting about these individuals without sacrificing the objectivity of their news reports.
CRITIQUE
Since an individual relies on his or her own experiences in communicating, bias cannot be avoided.
Cybernetics also focuses on the systemic, complex and unpredictable nature and networks of communication. It also rejects simplistic, linear cause-effect thinking about communication because all things are interconnected and networked.
HOW DOES IT DIFFER FROM OTHER TRADITIONS?
Unlike the semiotic and phenomenological traditions, the cybernetic tradition does not focus on the signs and symbols and the circumstances of the individuals who interpret them. Instead, it focuses on the system and patterns of interaction within that system.
THEORY: Relational Control Theory
POSSIBLE COMMUNICATION RESEARCH
HUSBAND OR WIFE: WHO HAS CONTROL IN A COUPLE?
This study will try to determine who, in selected couples in the Philippines, has control over the relationship. The relationship will be treated as a system, and by using relational control theory, their patterns of behavior will be analyzed.
CRITIQUE
In systems, patterns of interaction are being developed through time. However, not all of these are beneficial to the system. There are unwanted patterns of interaction that are being developed that can be difficult to change except by disrupting the system in some way.
Scholars who study this tradition seek to answer the question: “How do we use communication variables effectively to achieve preferred outcomes?”
HOW DOES IT DIFFER FROM OTHER TRADITIONS?
Unlike the previous traditions, the socio-psychological tradition is concerned with effective communication to achieve preferred outcomes and not just with interpreting signs and symbols.
THEORY: Agenda-setting theory
POSSIBLE COMMUNICATION RESEARCH
The news media's frequent coverage of the recent "drug war" fatality Kian Delos Santos has sparked public outrage and produced questions on why the media seemed to have put so much importance on Delos Santos' case compared to other cases. The agenda-setting theory will be used in the analysis.
CRITIQUE
The socio-psychological tradition is an important tradition because it is only pointed towards one goal which is to achieve preferred outcomes by using communication variables effectively.
HOW DOES IT DIFFER FROM OTHER TRADITIONS?
Unlike other traditions, the socio-cultural tradition posits that we produce and reproduce culture through communication or interaction with other people.
Unlike other traditions, the socio-cultural tradition posits that we produce and reproduce culture through communication or interaction with other people.
THEORY: Actor-Network Theory
POSSIBLE COMMUNICATION RESEARCH
The socio-cultural tradition will be significant in studying the rising trend of genderless or androgynous clothing since it looks into how people accept or resist cultural identities (Allen 2017, 1762). Genderless or androgynous clothing can be a form of resistance to the cultural norm that a woman should wear women's clothing and men should wear men's clothing
CRITIQUE
This tradition is like a combination of phenomenological and cybernetic traditions. Individuals use their own experiences to create meanings and to coordinate and communicate with other individuals or groups. Therefore, differences in meanings between individuals might produce problems in coordination with a larger group which might disrupt the flow of information or culture within that group.
CRITIQUE
This tradition is like a combination of phenomenological and cybernetic traditions. Individuals use their own experiences to create meanings and to coordinate and communicate with other individuals or groups. Therefore, differences in meanings between individuals might produce problems in coordination with a larger group which might disrupt the flow of information or culture within that group.
Critical tradition focuses on the analysis of domination, inequalities and other societal problems, and the creation of an effective and genuine communication to achieve a society that is united towards one goal, free of domination and that promotes equal rights among its members.
HOW DOES IT DIFFER FROM OTHER TRADITIONS?
The critical tradition is the only tradition which asserts that acquiring knowledge of the different problems in the society is not enough, that action is also a fundamental value. It aims to instigate social change through communication.
THEORY: Edward S. Herman and Noam Chomsky's Propaganda Model
POSSIBLE COMMUNICATION RESEARCH
BIAS: An analysis of the performance of ABS-CBN in terms of delivering news reports during the May 2016 Elections period
ABS-CBN Corporation is arguably the largest media outfit in the Philippines. However, during the recent election period, comments, especially from the social media, about the company and its journalists being biased in reporting surfaced because of their alleged support to one of the presidential candidates. This study will use the Propaganda Model in the critical analysis, including what Herman and Chomsky call as "filters," or factors which misshape news, which are 1) size, ownership and Profit orientation of mass media; 2) Funding/Advertising; 3) Sourcing; 4) Flaks; and 5) Anti-communism and fear.
BIAS: An analysis of the performance of ABS-CBN in terms of delivering news reports during the May 2016 Elections period
ABS-CBN Corporation is arguably the largest media outfit in the Philippines. However, during the recent election period, comments, especially from the social media, about the company and its journalists being biased in reporting surfaced because of their alleged support to one of the presidential candidates. This study will use the Propaganda Model in the critical analysis, including what Herman and Chomsky call as "filters," or factors which misshape news, which are 1) size, ownership and Profit orientation of mass media; 2) Funding/Advertising; 3) Sourcing; 4) Flaks; and 5) Anti-communism and fear.
CRITIQUE
The critical tradition asserts that the combination of knowledge and action is needed to liberate human beings from the circumstances that enslave them (emancipation). However, at present, it seems like this tradition lacks social impact and it might be because it is only learned in schools, which, not everybody has the privilege to attend to. It is important, especially for those who are vocal against social injustices, to learn this tradition and accompany their actions with a critical analysis.
SOURCES:
2009. November 30. Accessed
August 25, 2017. https://sgundling.wordpress.com/2009/11/30/seven-tradition-of-communications/.
Allen, Mike. 2017. The SAGE Encyclopedia of Communication Research Methods. California: SAGE Publications, Inc.
Fuchs, Christian. 2009. "Critical Theory of Information, Communication, Media, Technology." Glossarium-BITri. February 28. Accessed September 2, 2017. http://glossarium.bitrum.unileon.es/Home/teoria-critica-de-la-informacion/critical-theory-of-information.
Allen, Mike. 2017. The SAGE Encyclopedia of Communication Research Methods. California: SAGE Publications, Inc.
Fuchs, Christian. 2009. "Critical Theory of Information, Communication, Media, Technology." Glossarium-BITri. February 28. Accessed September 2, 2017. http://glossarium.bitrum.unileon.es/Home/teoria-critica-de-la-informacion/critical-theory-of-information.
Griffin, Emory A. 2012. A
First Look at Communication Theory. New York: McGraw-Hill.
Littlejohn, Stephen W., and
Karen A. Foss. 2009. Encyclopedia of Communication Theory. California:
SAGE Publications, Inc.
 Here is a breakdown of the seven traditions of communication. Read on to find out more about the RHETORICAL TRADITION, SEMI...){kind=link}
1 comments
From Pat Arcillas and Seth De Leon
ReplyDeleteCommfluence starts and ends with the basics of communication traditions, therefore allowing it to effectively impart the most relevant concepts and ideas to its readers. The design of the blog is clean and aesthetically pleasing, thus effective in catching the readers' attention and immersion.
However, since this blog is for non-communication majors, it could have been better if the theories within the traditions were elaborated further for we expect the readers to have no idea at all on what these theories are. Moreover, the use of communication terms and jargons were a bit ample, and could have been improved by using more simple terms in consideration of the readers. Lastly, providing real life examples per tradition could have greatly enriched the readers' connection with the topic.
Nonetheless, Commfluence for the most part succeeded in its goal to provide a simple background on communication traditions to a non-communication major with its effective use of design, organization of ideas, and excellent possible research topics.