IV. perception+ language + theories of communication

EB335 DESIGNING CORPORATE COMMUNICATIONS

Tuesday, October 23, 12

facts & figures

• ‘lies, damned lies & statistics

• ‘facts’ as subject/object of communicative acts

• statistical data undermine / reinforce / reframe narratives + perceptions

• hence the pursuit of better (generally visual) presentation of statistics

• see Byron Lee on ‘Breakups – The Visual Miscellaneum’: breakups

Tuesday, October 23, 12

communications theory

• Harold Lasswell (1948): WHO says WHAT in WHICH CHANNEL to WHOM with WHAT EFFECT? [the ‘Lasswell Formula’]

• W. L. Schramm systematized communications studies in the 1960s

• Schramm focused on essential conditions for communication (common language etc) between sender & receiver & their experiences of the communicative act

• DK Berlo (1960) SMCR (Sender, Message, Channel, Receiver) Model

Tuesday, October 23, 12

recent theory + practice

• practical objection to Berlo SMCR model that it overlooks the communication is a ‘meaning making’ process.

• See, for instance, Corman, Tretheway & Goodall (2007) re US public diplomacy/nation branding

• Niklas Luhmann (sociological perspective): double contingency.. communication entails a complex inter-dependence of the receiver’s perceptions of the sender’s motivations, sender’s perceptions of receiver’s prior assumptions, which all impact on the communicative act

• communications then shows the ‘emergent properties’ of complex systems

Tuesday, October 23, 12

a single field of study?

• seminal 1999 article by Robert T. Craig entitled “Communication Theory as a Field”

• 7 ‘traditions’ of communications research identified: rhetorical, semiotic, phenomenological, cybernetic, socio-psychological, sociocultural, and critical

• complementarities & conflicts between traditions might inform a positive ‘meta-discourse’ about the study of communications

Tuesday, October 23, 12

Rhetorical Semiotic Phenomenological Cybernetic Sociopsychological Sociocultural Critical

Communication The practical art theorized as: of discourse

Problems of Social exigency communication requiring collective theorized as: deliberation and

judgment

Metadiscursive Art, method, vocabulary communicator, such as: audience, strategy,

commonplace, logic, emotion

Plausible when Power of words; appeals to value of informed metadiscursive judgment; commonplaces improvability of such as: practice

Interesting when Mere words are not challenges actms; appearance metadiscursive is not rearii; style commonplaces is not substance; such as: opinion is not truth

Intersubjective mediation by signs

Misunderstanding or gap between subjective viewpoints

Sign, symbol, icon, index, meaning, referent, code, language, medium, (mis)understanding

Understanding requires common language; omni- present danger of miscommunication

Words have correct meanings 8 stand for thoughts; codes & media are neutral channels

Experience of Information Expression, inter- otherness; dialogue processing action, & influence

Absence of, or failure to sustain, authentic human relationship

Experience, self & other, dialogue, genuineness, supportiveness. openness

All need human contact, should treat others as persons, respect differences, seek m m o n ground

Communication is skill; the word is not the thing; facts are obpctwe and values subjective

Noise; overload; Situation requiring underload; a manipulation of malfuction or causes of behavior "bug" in a system to achieve specified

outcomes

Source, receiver, Behavior, variable, signal, information, effect, personality, noise, feedback, emotion, perception, redundancy, cognition, attitude, network, function interaction

Identity of mind Communication and brain; value of reflects personality; information and beliefs & feelings logic; complex bias judgments; systems can be people in groups unpredi i le affect one another

Humans and Humans are rational machines differ; beings; we know e m d i is not our own minds; we logml; linear order know what we see of cause & effect

(Re)production of Discursive social order reflection

Conflict; alienation; Hegemonic misalignment; ideology; failure of systematically coordination distorted speech

situation

Society, structure, Ideology, dialectic, practice, ritual, oppression, rule, socialization, consciousness- culture, identity, raising, resistance, coconstruction emancipation

The individual is a Self-perpetuation product of society; of power &wealth; every society has a values of freedom, distinct culture; equality & reason; social actions have discussion unintended effects produces aware-

ness, insight

Individual agency Naturalness & & responsibility; rationality of tradi- absolute identity of tional social order; self; naturalness of objectiiily of sci- the social order ence & technology

c)

w w

Tuesday, October 23, 12

Rhetorical Semiotic Phenomenological Cybernetic Sociopsychological Sociocultural Critical

Against rhetoric

Against semiotics

Against phenomen- ology

Against cybernetics

Against sociopsycho- logy

Against sociocultural theory

Against critical theory

The art of hetoric can be learned only by practice; theory merely distracts

All use of signs is rhetorical

Authenticity is a dangerous myth; good communica- tion must be artful, hence strategic

Practical reason cannot (or should not) be reduced to formal calculation

Effects are situational and cannot be precisely predicted

Sociocultural rules, etc., are contexts 8 resources for rhe- torical discourse

Practical reason is based in particular situations, not uni- versal principles

We do not use signs; rather they use us

Langue is a fic- tion: meaning & intersubjectivity are indeterminate

Self & other are semiotically deter- termined subject positions 8 exist only idas signs

Functionalist explanations ignore subtleties of sign systems

Sociopsycholo- gical “effects” are internal properties of sign systems

Sociocultural rules, etc., are all systems of signs

There is nothing outside the text

Strategic communi- cation is inherently inauthentic & often counterproductive

Langue-parole & signifier-signified are fake distinctions. Languaging constitutes world

Other‘s experience is not experienced directly but only as constituted in ego’s consciousness

Functionalism fails to explain meaning as embodied, con- scious experience

The subject-object dichotomy of socio- psychology must be transcended

The social life-world has a phenomenological foundation

Critique is immanent in every authentic encounter with tradition

Intervention in complex systems involves technical problems rhetoric fails to grasp

“Meaning” con- sists of functional relationships with- in dynamic infor- mation systems

Phenomenological “experience” must occur in the brain as information processing

The observer must be included in the system, rendering it indeterminate

Communication involves circular causation, not linear causation

The functional organization of any social system can be modeled formally

Self-organizing systems models account for social conflict & change

Rhetoric lacks good empirical evidence that its persuasive techniques actually work as intended

Semiotics fails to explain factors that influence the produc- tion 8 interpretation of messages

Phenomenological introspection falsely assumes self-aware- ness of cognitive processes

Cybernetics is too rationalistic; e.g.. it underestimates the role of emotion

Sociopsychological theories have limited predictive power, even in laboratory

Sociocultural theory is vague, untestable, ignores psychological processes that under- lie all social order

Critical theory confuses facts 8 values, imposes a dogmatic ideology

Rhetorical theory is culture bound & overemphasizes individual agency vs. social structure

Sign systems aren’t autonomous; they exist only in the shared pmctices of actual communities

Intersubjectivity is produced by social processes that phenomenology fails to explain

Cybernetic models fail to explain how meaning emerges in social interaction

Sociopsychological “laws” are culture bound 8 biased by individualism

Sociocultural order is particular 8 locally negotiated but theory must be abstract 8 general

Critical theory im- pases an interpretive frame, fails to appre- date local meanings

Rhetoric reflects traditionalist, instrumentalist, & individualist ideologies

Meaning is not fixed by a code; it is a site of social conflict

Individual consciousness is socially consti- tuted, thus ideolo- gically distorted

Cybernetics re- flects the domi- nance of instru- mental reason

Sodopsychdogy reflects ideologies of individualism, instrumentalism

Sociocultural theory privileges consensusover conflict & change

Critical theory is elitist 8 without real influence on social change

Tuesday, October 23, 12

communication & social critique

• pioneers of critical communication studies were the so-called Frankfurt school of (generally) Marxists writing from the early 1930s on

• Theodor W. Adorno, Walter Benjamin, Max Horkheimer, Leo Lowenthal, Herbert Marcuse, Erich Fromm

• saw mass communication for social control, suppression & violence (a la Nazi Germany) vs communicative forms that empowered & liberated

• Jurgen Habermas: ‘theory of communicative action’

• envisages (normatively) a rational society based on communicational processes that allow emancipation of all individuals

• hence still modernist (upholding ideals of the Enlightenment)

Tuesday, October 23, 12

post-modernism

• theoretical & analytical approaches to socio-cultural phenomenon, such as mass & private communications, that doubts the Enlightenment values of rationality, knowledge, advancement, & the institutions such ideals lend legitimacy to.

• challenges the idea of the human self as a subject with a unified coherent reason, thought, feelings & capability for positive action.

• doubts all universalist theories, ‘meta-narratives’, absolute truths

• focuses on the local, the particular

• concerned with the roles of language, rhetorical constructs, metaphors etc legitimate certain (unequal) social arrangements

Tuesday, October 23, 12

postmodernism: implications

• reaction against ‘modernism’ (itself richly diverse) and its scientific and universalist aspirations (eg. in architecture, the ‘international style’)

• Jean-Francois Lyotard (1979): asserted a shift from ‘grandes histoires’ to ‘petites histoires’ (or petit recit; micro-narratives) from mid-1950s, which really was a radical critique of Cold War political dichotomies.

• postmodernism is essentially an aesthetic, & a label for a certain approach to the critical academic analysis of cultural artifacts

• it rejects hierarchies of importance for cultural products: making ‘pop culture’, street cultures etc analytically equivalent to high culture

• interested in micro-level agency: relevant to contemporary social-media based communication (though often over-theorized)

Tuesday, October 23, 12

stars of postmodernism I

• Jean Baudrillard: modern societies dominated by signs, information & cybernetic technologies: implosion of the gap between reality & simulation, creating a hyper-reality where simulation is reality.

• In fashion, idealized cities such as the ‘big Apple’ version of New York, model homes, even TV drama families, “...reality of the simulation becomes the benchmark for the real itself” (Woods, 2009: 27) Hyperreality conceals everyday life.

• Baudrillard does NOT judge this as bad, as it is inevitable, & people are leaving the alienation (of Marxists) of history for modern simulation.

• incommensurability: fragmentation of society into many cultural forms that deny comparison, finding of commonality

• Gianni Vattimo (working in hermeneutics: the philosophy of interpretation) suggests a search then for continuity between present & past

Tuesday, October 23, 12

stars of postmodernism II

• Jacques Derrida (& French post-structuralism)

• semiotic analysis using a technique of ‘deconstruction’

• Derrida saw all ‘text’ as having binary oppositions (man/woman; local/global), in antagonistic hierarchy, which ‘deconstruction’ confronts

• generally ‘deconstructionism’: language & text are signs, referencing other signs, and which defy ultimate claims of truth or decisive interpretation

• importantly (for us), Derrida et al emphasized the initial complexity of an event or reality (or the author’s experience of it) that then shapes the structure of a message (text) and which is never fully captured by it.

Tuesday, October 23, 12

Audience savvy?

• Marxist notions of ‘alienation’ and ‘false consciousness’ (a la Antonio Gramsci etc) suggest audience passivity & gullibility re mass communications

• later Frankfurt school writers such as Fromm, Horkheimer, Marcuse & even Habermas also often implied or explicitly stated this

• However postmodern writers see more scope for audiences to make a message their own, through finding new elements of meaning: audience exercising agency

• However, old school Marxists & Frankfurt school writers are critical of postmodernists’ disinterest/pessimism about the lack of political consciousness by audiences in positions of socio-cultural weakness.

Tuesday, October 23, 12

intervening conditions

• a range of factors impact on the degree of influence a message might have on the receiver

• as seen, audience perceptions of the sender’s intentionality & interests

• audience framing of the message: their cultural, experiential cognitive prisms through which they perceive the message & channels it takes

• audience activism re interacting with channel, interrogating the message itself at multiple levels of potential signification, reinterpretation & redeployment of the message for the re-sender’s own purposes

Tuesday, October 23, 12

firewalls against influence

• Norris & Inglehart (2009): ‘firewalls’ that diminish the impact of ‘cosmopolitan communications’ on foreign cultures, at 2 levels..

• individual level: social psychological learning processes, & limited resources and skills that constrain access to foreign cultures & communicative acts

• societal firewalls: internal barriers to information dissemination resulting from political controls, media business logics, infrastructure limitations etc

• with the consequence that diversity of cultures, values, and perceptions remains larger than much commentary on globalization suggests

Tuesday, October 23, 12

cognitive science

• across disciplines, cognitive science and related disciplines (brain science in general, behavioral studies) are having a large impact

• the physiological mechanisms of human perception and emotions are much better understood

• sub-disciplines such as behavioral economics are showing systematic perception biases, which qualify ‘rational choice’ models of individual action

• eg. prospect theory, framing effects, fairness norms, risk perception, endowment effects, ambiguity aversion & much more as studied by Daniel Kahneman, Amos Tversky, and others.

Tuesday, October 23, 12

audience resistance

• in ‘designing’ communicative acts, we might seek to take advantage of the kinds of cognitive bias that are now well documented

• yet these bias also place limits on the freedom of communicative action

• designed communications also show generally show strikingly little success in stimulating an audience to counter-intuitive acts, except under limited conditions

• yet such conditions are critical objects of study as they may shed light on the worst abuses of leadership & communicative efficacy in mobilizing others to evil or tragic acts (mass murder, mass suicide etc)

Tuesday, October 23, 12

a sign

re action

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reaction?

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dying?

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audience psychology

• communicative acts often, by (conscious or unconscious) design, seek to promote an emotional state in an audience

• ‘affect’ / ‘affective states’ (bundles emotions, feelings - subjective takes on emotions - and moods together)

• emotional states of audiences..

• emotions contain 4-5 elements: physiological (bodily symptoms), motivational (action tendencies, expression, subjective experience (feelings about the emotional state) + cognitive appraisal.

• Some see the latter as independent.

Tuesday, October 23, 12

theories of emotions

somatic explanation (bio-feedback:) emotional states are influenced by bodily reactions / changes (James-Lange theory held indeed that determinancy was predominantly from bodliy change to emotional experience).

cognitive explanation: emotion as ‘disturbance’ that works as such: cognitive appraisal, to physiological response, to action.

perceptual explanation: bodily reactions as proto-cognition. Instinctive physiological reactions to certain events are a form of perceiving that does not need, a priori, thought and conceptualizing process.

affective events explanation: prioritzes events, then attitudes and behaviours; communicative orientation

Tuesday, October 23, 12

message attributes• resonance: at an (intended) emotional & or rational level with the target

audience [the overarching outcome]

• timeliness: critical to achieving resonance

• resilience: the message should ‘stick’, & not be vulnerable to subversive recall or redeployment

• coherence: within the message stream, and across channels

• authenticity: should not be easily discounted

• originality: does it have the distinctive signature of the sender; does it buttress a particular brand personality

• appropriateness: should be aligned with the ethical norms of the target audience and all other stakeholders

Tuesday, October 23, 12