A Little Communication Theory I

advertisement
A Little Communication Theory
I
Introduction to Public Relations
School of Communication Studies
James Madison University
Dr. Michael Smilowitz
1
What to expect?
• A very brief discussion of communication theory
to provide a basis for understanding better the
text material.
• Describe some basic propositions – emphasizing
the relevance of perspectives and metaphors to
theoretical viewpoints.
• Distinguish a linear perspective from a relational
perspective.
• Discuss Shannon and Weaver’s classic model of
communication to illustrate a linear approach.
• Discuss a coorientation model of public relations
to illustrate a relational approach.
2
Starting Propositions
• There are lots and lots of definitions of
communication.
• The definitions that people prefer depend
on the perspective they use when thinking
about communication.
– Here, the term “perspective” is used to
recognize that people see what they are looking
to see.
– Not just ordinary people, but theoreticians
also.
3
Starting Propositions
• Theoretical perspectives determine those aspects of
phenomena that will be considered relevant or
important.
• Theoretical perspectives often are defined by the
metaphors they employ.
– Metaphors are more than “comparisons without
the use of like or as.”
– Metaphors provide ways to connect things in new
and different ways.
– Metaphors direct thinking to expect certain
characteristics.
4
The Power of the Metaphor
“You should meet my friend, she’s a tiger!
+
=
?
5
Two Perspectives:
• Linear perspective
– Focuses on the conveyance of meaning.
– Takes a mechanistic view.
• Relational perspective
– Focuses on the transactional processes.
– Regards all participants as active agents.
6
A linear perspective:
• Defines communication as the transmission
of symbols from one person to another.
• Its mechanistic point of view is well
illustrated by the classic Shannon and
Weaver model of communication.
7
Shannon and Weaver’s Model:
In applying the model to human communication,
the “Source” is in the speaker’s mind; the
thoughts, feelings, information, that the speaker
wishes to convey to another.
8
Shannon and Weaver’s Model:
In applying the model to human communication,
in the “Transmitter” are those means by
which the speaker attaches symbols to
that which the speaker wants to convey.
Encodes
9
Shannon and Weaver’s Model:
Channel
In applying the model to human communication,
the “Channel” refers to all the human senses.
10
Shannon and Weaver’s Model:
In applying the model to human communication,
in the “Receiver” are those means by
which the listener removes the thoughts,
feelings, information that the speaker encoded.
Channel
Decodes
11
Shannon and Weaver’s Model:
In applying the model to human communication,
the “Destination” is the mind of the receiver
in which the thoughts, feelings, information
of the speaker now resides.
Channel
12
Shannon and Weaver’s Model:
Using Shannon and Weaver’s model,
communication effectiveness is defined
simply as:
≡
13
Shannon and Weaver’s Model:
Noise
Channel
Noise can occur any where in the process.
• Physical noise
• Psychological noise
14
Fidelity refersand
to “faithfulness”
of the
Shannon
Weaver’s
Model:
reproduction of the message. When applied to
human communication, fidelity can refer to:
1. Clarity
2. Accuracy
3. Understanding
Channel
4. Acceptance
Noise interferes with:
Fidelity
15
Shannon and Weaver’s Model:
To determine the fidelity of the transmission, look for:
Channel
Feedback
16
Download