MAPPING THE TERRITORY
Seven Traditions (or Eight) in the Field of Communication Territory
THE ESSENTIALS OF COMMUNICATIONTHEORY
According to Karl Popper “theories are nets cast to catch what we call
the ‘world’
THE ESSENTIALS OF COMMUNICATIONTHEORY
Indeed, we use theories to guide us towards the understanding and
exploration of all natural, physical and social realities that surround us.
Communication is an inseparable and considerably substantial part of that
world.
THE ESSENTIALS OF COMMUNICATIONTHEORY
Communication is multidisciplinary. The elements of Communication theory are present in literature, psychology, sociology and even mathematics and engineering.
THE ESSENTIALS OF COMMUNICATIONTHEORY
The conceptual foundations that unite communication theories
1. Communication is a process, continuous and complex.
2. Communication is symbolic.3. Communication is transactional
THE ESSENTIALS OF COMMUNICATIONTHEORY
“Communication is the problem to the answer” because scholars hold widely divergent views as to what communication is.
There are several perspectives as to what communication is. These are referred to as traditions in the field.
WHAT IS A PERSPECTIVE OR TRADITION OF COMMUNICATION?
1. A perspective is a way of looking through, an angle of vision, a way of seeing.
2. All perspectives are therefore partial and, in that sense, distorted or biased.
3. All perspectives look at this rather than that; each has its particular emphasis.
4. This is more so in a multi-field such as communication.
FOUR MAJOR APPROACHES OF COMMUNICATION
Robert Craig(1989)
Alvarado & Boyd-Barrett(1992)
British Film InstituteBFI (1992)
Boyd-Barrett & Newbold(1995)
FOUR MAJOR APPROACHES OF COMMUNICATION
7 Traditions
Robert Craig
(1989)
3 Traditions
Alvarado & Boyd-Barrett
(1992)
British Film Institute
(BFI) (1992)
Boyd-Barrett & Newbold (1995)
1. Socio-Psychological
2. Cybernetic3. Rhetorical4. Semiotic5. Socio-Cultural6. Critical7. Phenomenologic
al
8. Ethics
1. Interpretive
2. Social Science
3. Practice
1. Media Agencies2. Media
Categories3. Media
Technologies4. Media
Languages5. Media
Audiences
6. Media Representations
1. Mass Society, Functionalism, Pluralism
2. Media Effects3. Political
Economy4. The Public
Sphere5. Media
Occupations & Professionals
6. Cultural Hegemony
7. Feminism8. Moving Image
UNIVERSITY OF COLORADO PROFESSOR, ROBERT CRAIG ESTABLISHES SEVEN TRADITIONS (EIGHT) OF COMMUNICATION
TRADITIONS IN THE FIELD OFCOMMUNICATION THEORY
Socio-psycholo
gicalcybernetic semiotic Rhetoric
al Critical Socio-cultural
phenomenological
TRADITIONS IN THE FIELD OFCOMMUNICATION THEORY
ObjectiveTerritory Interpretive
Territory
THE SOCIO-PSYCHOLOGICALTRADITIONCOMMUNICATION AS INTERPERSONAL INFLUENCE
THE CYBERNETIC TRADITIONCOMMUNICATION AS INFORMATION PROCESSING
THE RHETORICAL TRADITIONCOMMUNICATION AS ARTFUL PUBLIC ADDRESS
THE SEMIOTIC TRADITIONCOMMUNICATION AS THE PROCESS OF SHARING MEANING THROUGH SIGNS
THE SOCIO-CULTURAL TRADITIONCOMMUNICATION AS THE CREATION AND ENACTMENT OF SOCIAL REALITY
THE CRITICAL TRADITIONCOMMUNICATION AS A REFLECTIVE CHALLENGE OF UNJUST DISCOURSE
THEPHENOMENOLOGICALTRADITIONCOMMUNICATION AS THE EXPERIENCE OF SELF AND OTHERS THROUGH DIALOGUE
THE ETHICAL TRADITIONCOMMUNICATION AS PEOPLE OF CHARACTER INTERACTING IN JUST AND BENEFICIAL WAYS
JIMI KAYODEADEBOLA ADEGUNWA SCHOOL OF COMMUNICATION, LAGOS STATE UNIVERSITY, LAGOS, NIGERIA.
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