Theory Of Communication

Theory of Communication Hendra Manurung, M.A Faculty of Communication President University at Cikarang Bekasi 17550 INDONESIA www.pdfcoke.com; [email protected]

Cikarang, 12 January 2008

Introduction Although it draws on ancient tradition, as well as modern intellectual traditions, theory of communication has only recently become a distinct field of study. In the 20th century, term of “communication” became an important category in society : z The growing power of mass communication and propaganda raised many questions. z New professions and industries (media, advertising, public relations, creative design, marketing communication) has developed. z Better communication approaches became the answer to social problems and the key to personal success and happiness.

Introduction By mid-century, theory of communication was a topic of interest in many academic disciplines. z z

z

Communication research was an interdisciplinary field of social science ; The term “theory of communication” originated in the 1940s in electrical engineering, especially improvement of information system and cybernetics technology ; Social scientists soon expanded theory of communication to include ideas from cybernetics, social psychology, psychiatry, anthropology, semantics, etc.

Now, communication has been established as an academic discipline in many courses, textbooks, journals, but theory of communication remains largely as it was as,”a collection of ideas without unity”.

Introduction There are a number of basic differences between personal & non personal communication channels. Information received from personal influence channels is generally more persuasive than information received via the mass media.

Introduction From the standpoint of persuassion, a sales message is far more flexible, personal & powerful than an advertisement ; An advertisement is normally prepared by persons having minimal personal contact with customers ; The message is designed to appeal to a large number of persons ; By contrast, the message in a good sales presentation is not determined in advance.

Introduction The salesman has a tremendous store of knowledge about his/her products or service and selects appropriate items as the interview progresses. The salesman is able to adapt this to the thinking and needs of the customer or prospect at the time of the sales call. Furthermore, as objections arise and are voiced by the buyer, the salesman is able to treat the objections in an appropriate manner. This is not possible in advertising

Theory of Communication Communication theory can and should become “a coherent field of metadiscursive practice, a field of discourse about discourse with implications for the practice of communication” The goal is “dialogical-dialectical coherence”: not a unified theory, but rather a debate about the practical implications of different theories. The field should be based on two principles: 1. The constitutive metamodel: Theories of communication constitute “communication” as an object of study. 2. Theory as metadiscursive practice: Theories of communication are ways of communicating about communication for practical purposes.

Principle 1: The Constitutive Metamodel The constitutive model of communication: Communication is not only the transmission of information. It is the process by which we constitute a common reality (factual truths, moral norms, group and personal identities, etc.) The reflexive paradox: “Communication” therefore exists as an element of our common reality only as it is constituted in communication. The constitutive metamodel: Theories of communication are specific ways of communicating about communication, thereby constituting the reality of communication.

Principle 2: Theory As Metadiscourse Practical metadiscourse (communication about communication) is a necessary element of communication. For example: saying “please explain” or “I understand” influences a conversation differently. Theoretical metadiscourse: Communication theory is a technical practice of metadiscourse. z z

z

Theory is communication about communication, but more technically systematic than practical metadiscourse. For example, theories of hermeneutics (interpretation) are systematic, technical extensions of metadiscourse like “please explain” and “I understand” Theories are useful for reflecting on practical problems—that is, they are useful in practical metadiscourse—but only as they are relevant to practice.

Theory As Meta-discourse A theory is “relevant” to practice if: 1. 2.

Plausible: conforms to common beliefs about communication Interesting: challenges common beliefs about communication

For example, the theory of rhetoric is: 1.

2.

Plausible because it conforms to common beliefs like “communication is an art that can be learned,” and Interesting because it challenges common beliefs like “the best communication is natural, sincere, and artless”

Theories differ practically when they are plausible and interesting in different (possibly contradictory) ways. z

For example: Buber’s theory of “dialogue” assumes, in contrast to rhetoric, that the best communication is artless.

Traditions of Theory Communication There are several traditions of communication theory Table 1: Traditions of theory are distinguished by: z z z z

Specific ways of defining communication and problems Specific vocabulary for metadiscourse Plausibility: popular beliefs confirmed Interestingness: popular beliefs challenged

Table 2: Topoi (issues) for theoretical debate: How each tradition criticizes each tradition (including selfcriticism from within the tradition)

Seven Traditions 1. 2. 3. 4. 5. 6. 7.

Rhetorical: Communication is the practical art of discourse. Semiotic: Communication is mediation by signs. Phenomenological: Communication is the experience of dialogue with others. Cybernetic: Communication is the flow of information. Socio-psychological: Communication is the interaction of individuals. Socio-cultural: Communication is the production and re-production of the social order. Critical: Communication is a process in which all assumptions can be challenged.

Further Thoughts Myers (2001) argued that this concept of theory is relativistic. z I replied that theories can be evaluated practically (Craig 2001). Russill (2005) proposed pragmatism as an 8th tradition, and argued that my model of the field is essentially pragmatist. z I replied that I largely agree! (Craig 2006) My current work investigates: z The interaction of theoretical and practical metadiscourse, for example in public arguments about “dialogue.” z Other traditions of communication theory that I failed to include, such as Asian traditions.

References Craig, R. T. (1999). Communication theory as a field. Communication Theory, 9, 119-161. Craig, R. T. (2001). Minding my metamodel, mending Myers. Communication Theory, 11, 133-142. Craig, R. T. (2006). Pragmatism in the field of communication theory. Paper presented to the International Communication Association, Dresden. Myers, D. (2001). A pox on all compromises: Reply to Craig (1999). Communication Theory, 11, 231-240. Russill, C. (2005). The Road Not Taken: William James's Radical Empiricism and Communication Theory. The Communication Review, 8(3), 277-305.

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public relations students batch 2007 on “batik day”