Four Eras of Media Theory

1. Era of Mass Society Theory- Mass society notions exaggerated the ability of media to
quickly undermine social order
2. Emergence of scientific perspective on mass communication- During 1930’s time of
Paul Lazarsfeld
3. Era of limited effects- media playing limited role in the lives of individuals and the
larger society
4. Era of cultural criticisms- collection of perspective concerned with conflict of interests
in society and the ways communication perpetuates domination of one group over the
other.

MCQUAIL’S FOUR KINDS OF COMMUNICATION THEORIES

1. Social scientific theory- based on scientific/empirical research. It focuses on

Quantitative.
2. Normative Theory- this explains how ideal media ought to operate within a specific
system of social values.
3. Operational theory- this focuses on how media operates to meet specific needs.
Marketing and advertising would fall under this theory.
4. Everyday theory- this are the normal occurrence happens every day.

Communication Theory Framework

Mechanistic- perfect transaction from the sender to receiver. This focuses on the sender.

Psychological- act of sending a message to the receiver and the feelings and thoughts of the
receiver.

Social Constructionist/ Symbolic interactionism- product of interactants sharing and creating

meaning. Sender and receiver.

Systematic- new message created via “through put”

Criteria for a good communication Theory

Scientific Criteria:

1. Explanatory power- do the propositions of the theory enable to explain as much of the
communication phenomenon as possible?
2. Predictive power- do the proposition of the theory enable to forecast future events and
outcome?
3. Parsimony- do the theory contains as few propositions as possible to explain the
communication phenomenon?
4. Testability- can the proposition of the theory be tested?
5. Internal consistency- the proposition that comprise the theory should not contradict each
other.
6. Heuristic potential- the proposition that comprise the theory should suggest further
hypotheses to be tested through research.

Aesthetic Criteria:

1. New understanding- does the theory provide us with new and fresh insights into the
nature of human condition?
2. Social value- does the theory helps us to improve the human condition in some
substantive ways?
3. Aesthetic appeal- does the theory capture our interest and imagination?
4. Community agreement- is the theory accepted and supported by like-minded scholars?

Genres of communication Theory

1. Structural and functional theories- designates the belief that social structure is real and
function in any ways that can be observed objectively.
2. Cognitive behavioral theories- addresses the way people evaluate such message and it
might predict the kinds of information that would have an impact on how people think.
 3. Interactionist theory- view social life as a process of interaction. View communication
as the glue of the society.
4. Interpretative theories- goal of interpretation to uncover the ways people actually
understand their own experience
5. Critical theories- focus on the issue of inequality and oppression.

Communication Metatheory

Metatheory- theory about theory

Ontology- possesses the question of what exactly it is the theorist is examining. To what do
humans make real choices?

Axiology- concerned with what values drive a theorist to develop a theory.

INTRAPERSONAL AND INTERPERSONAL THEORY

Attribution theory- Explaining human behavior

- Fritz Heider (1958)

Narrative Paradigm Theory- communication as storytelling

- Walter Fisher

Speech Act Theory- understanding speaker’s intention

Dramatism- life is a drama

- Kenneth Burke

Dramaturgical Theory- performance in everyday life

- Erving Goffman

Cognitive Dissonance Theory- Attitude formation and change

- Leon Festinger (1951)

Social Judgement Theory- judgement about messages

 - Muzafer Sherif

Speech Accommodation Theory- process of convergence and divergence

- Howard Giles

Equivocation Theory- providing deliberately unclear messages

- Janet Bavelas

Rhetorical Sensitivity- tendency to adapt messages to audiences.

- Roderick Hart

Uncertainty Reductions- predicts and explains relational differences between strangers

- Charles Berger and Richard Calabrese

Relevance Theory- explains how listener come to understand speaker’s intention

- Dan Sperber and Deldre Wilson

Aggression Theory- application of pressure on another person

- Dominick Infante

Interpersonal Deception Theory- signs of lying and signs of detention.

- Buller and Burgoon