LARA, JOANNA NICA B.

BSDEVCOM2A
1. PHENOMENOLOGICAL TRADITION
Among Robert Craig's seven (7) communication traditions, I see myself as
someone who can relate to and understand the viewpoints of others. I perceive myself
as someone who can connect to their situations and experiences, as well as someone
who can educate me to grow and learn. He described "communication as an experience
of self and others through dialogue" in the principles of this type of communication,
therefore I concluded that learning from others is a powerful instrument. We faced
challenges in the economic, political, life, and educational systems as we dealt with the
pandemic. This sort of learning process has provided us with new ways of thinking as
we have embraced it. It assists us in being more conscious of the importance of paying
attention to all of the small details that we encounter in our everyday lives. Given that I
am the type of person who is always communicating with people and who gains new
knowledge and information by interacting with others. Their experiences teach me that
when we communicate, we gain understanding or perceptions based on their story and
learn with them. I perceive myself as someone who can understand and grasp and
connect in someone's situations. I locate myself in the phenomenological tradition of
communication theory. I recently make research on how humans contribute actively in
the construction of meaning in the world. People are likely to only understand things as
a result of their interactions with them. Since the phenomenological tradition of
communication theory considers viewpoints and perceptions within a particular context,
the relevance of sharing information among the participants in my study was the focus
of my research.

The three (3) sample theories that I’ve found in connection to phenomenological
theories are: Uncertainty Reduction theory, Relational-Dialectics Theory and Social
Exchange theory.

2. PHENOMENOLOGICAL TRADITION
 Uncertainty Reduction Theory
 Relational Dialectic's Theory
  Social Exchange Theory

3. APPLICATION OF THE COMMUNICATION THEORIES

 UNCERTAINTY REDUCTION THEORY

Adapting Uncertainty Reduction Theory for Crisis Communication: Guidelines for

Technical Communicators

Author/s: Rob Grace and Jason Chew Kit Tham

It was undoubtingly obvious how the risk in the communication process was
considered a crisis during the Covid-19 pandemic. Thus, the authors from a study about
the various guidelines for technical communicators under crisis in communication issues
during this pandemic see the need to adapt the uncertainty reduction theory (URT) to
address this risk in communication. It is proposed in this article that uncertainty
reduction theory be used as an applied, user-centered approach to help technical
communicators on their management of uncertainty during significant situations like this
phenomenon. Since we want to accustom the most efficient way to go about
implementing this plan, the researchers think, therefore, that Uncertain Reduction
Theory is the most practical approach.

In general, when such unexpected situations like the Covid-19 pandemic occur,
technical communicators are faced with the challenge of communicating timely, user-
centered information that lowers uncertainty between citizens wanting to access
services and enterprises attempting to manage risk and ensure the continuation of
operations (Grace & Tham, 2021). In a simpler sense, technical communicators must
provide user-centered information in real-time to eliminate uncertainty because of these
extraordinary situations. Uncertainty Reduction Theory sees communication as a way to
promote understanding. At the same time, it is also equally essential for the growth of
interpersonal relationships (Berger 2015), which the researchers primarily aimed. For
the researchers to have a better approach to solving the communication crisis, they
utilized the three developmental stages of URT —entry, personal, and exit.
 The entry stage includes following the three primary guidelines to deal with the
communication crisis:

 Increase the frequency of communication to explain the events that

precipitated the crisis.
 Opens different possibilities for users to seek information and
communicate interactively.
 At the onset of a crisis, minimize uncertainty by promoting existing
techniques or protocols that are somewhat familiar to people.
The second stage or personal stage of URT is now being consisted of minimal causes
of uncertainty, increase in intimacy and liking yet decrease in the information seeking
and reciprocity all of which are indicated in the hypotheses or axioms proposed by
Berger and Calabrese (1975). The guidelines include:
 Provide interactive forums for individuals to debate their personal views,
values, and ideas regarding the crisis.
 Recognize and adjust service policies according to user demands,
experiences, and ethical convictions to the maximum extent possible.
 Expect a reduction in user confusion, information seeking, and reciprocal
communication, but an increase in expectations for services that satisfy
different user requirements, experiences, and ethical beliefs.
The final stage or the exit stage of the URT now involves the communication being used
to get services back to normal for the process of recovery and even beyond.
 To set new expectations for the future, increase the frequency of
communications.
 Design and build user feedback and information-seeking infrastructures
that are sustainable over time.
 Provide long-term service adjustments and practices in response to
reducing uncertainty.
In conclusion, they start by introducing URT as a supplemental method that can assist
technical communicators in recognizing and mitigating uncertainty by directing the
design of strategic communications tactics during an unprecedented crisis. Moreover,
the use of URT as a framework or methodology for crisis communications provides, on
the one hand, criteria to guide crisis communication during the response, management,
and recovery phases, and, on the other, guidelines for monitoring the efficacy and
performance of crisis public relations campaigns.
 RELATIONAL DIALECTIC'S THEORY

Relational Dialectics in Community-Rooted Research and Partnerships

Author/s: Joy L. Hart, Lindsey A. Wood, Jack Pfeiffer, Delana Gilkey, Austin Zachary,
and Kandi L. Walker

It is already a given for every community to promote and emphasize its

advocacies and programs centered on addressing public health concerns, including,
most notably, the planning, execution, and a comprehensive evaluation of the health
communication program itself. On the other hand, an overall approach for this
complicated planning process can be broken down into several relevant key takeaways,
each of which has an associated research objective with the area or subject for concern
by the authorities and the whole community involved. The higher sectors discuss some
of the grounds why the general public tends to be more concerned about health today,
along with some of the issues associated with presenting health-related information to
completely unscientific audiences in the higher sectors. So, when the researcher sees
the need for this to happen, they carefully thought during the onset of the planning
process how they could be able to effectively provide a communication framework that
is able to address public health communication at a community level and encourage
informing public and advocate program resources and encouragement for an individual.
Having this said, the researchers felt the need to use the notion of relational dialectics
theory to examine relationships in a broad, multidisciplinary research project looking at
how increased neighborhood greening affects community health.

The purpose of the Relational Dialectics Theory in the community's proposed

communication framework is to examine the interrelationships in an extensive,
multidisciplinary study while looking at the impact of increased neighborhood greening
on community health. According to the researchers' view of the utilization of relational
dialectics theory, our interactions with others are shaped by opposing tensions while we
are in connections with them (Hart et al., 2019). Through communication with others,
even if we share various uncertainties along the process, we can still significantly help
reduce inequities in environmental health and increase access to health care. Some of
the approaches of the researchers on the use of relational dialectic's theory include:

 The use of relational dialectics theory is emphasized through the example

application of the idea where community members can say that they agree
or even favor collaboration with researchers. Still, they may say they prefer
to concentrate on their own social change objectives because of what the
theory is proposing.
 The idea of relational dialectics acknowledges that communication creates
meaning and that human conversation is frequently filled with opposing
expressions and clashing sentiments. However, it still shouldn't be seen as
a disadvantage. In a not health-related discourse, relational dialectics can
still be relevant, especially for maintaining academic distance.
 Moreover, relational dialectics constantly argued throughout the research
that relationships in the community are shaped by conflicts such as the
need to be linked in their opinions concerning the promotion of awareness
in public health while yet maintaining one's independence.
 Since we work with a variety of enthusiastic and genuinely helpful
community individuals and groups or organizations, we're lucky to feel that
we're a part of something bigger than ourselves. More importantly, the
theory fuels our drive to assist and be a working member of the group or
the whole community.

Dialectics are the building blocks of all human interaction. As previously

discussed, the application of this theory in these types of discussions aid us in better
understanding our team members, the whole of communities, our collaborations, and
the countless factors that affect our communication. These methods assist us in better
understanding who we are and how we intend to achieve our many-tiered objectives
through various fields. Moreover, one of the many important conclusions of this
research is how the researchers have found out that community-based research aids
our growth and helps us better balance competing demands by applying relational
dialectics theory to understand the central focus of community-rooted studies.

 SOCIAL EXCHANGE THEORY

The Coronavirus crisis in B2B settings: Crisis uniqueness and managerial implications
based on social exchange theory

Author/s: Roberto Mora Corteza and Wesley J. Johnston

The current Coronavirus scenario is the center of this study, which focuses on
how it contributed to several organizational crises caused by concerns about health on
a global scale. Because of the uniqueness of the current crisis and its implications on
people's social relationships, particularly in the business industry, the researchers
thought it would be best for a social exchange theory (SET) to analyze possible
solutions for such a dilemma. For starters, the researchers have defined what they
meant about organizational or corporate crises. According to Gabrilelli, Russo, and
Ciceri (2019), it is defined as "an event with a low probability of occurrence, great
uncertainty, and a predicament with significant impacts at all organizational levels." It
means, in other words, that a crisis might jeopardize a company's future existence,
creating a sense of urgency among managers about how to respond effectively to these
events. And since such events are significantly linked to the outcomes of having a
financial crisis on the latter part if not given enough attention, this health-related
catastrophe can potentially damage several businesses and social and work
relationships among people and employees. Work relationships, in particular, are part of
the formative years of the socialization process in an organizational context, a source of
information essential for good productivity and satisfaction, and a part of social support
and networking. If this kind of relationship were became restricted, it could also affect
our social relationships with other people. However, they must deal with today's
competitive environment's complex and dynamic demands relative to work in the
process. Hence, the utilization of social exchange theory suggests techniques that
managers might use to navigate and survive the Coronavirus crisis. Since people don't
want to prolong the negative impact on the business profitability in a time of crisis, the
researchers have seen the need to adapt the SET. This SET can provide interactive
solutions that can address the ultimate concern of how they can effectively manage
Business-to-Business (B2B) firms to say that they have in turn successfully handled the
pandemic situation. More important to note is that the B2B marketing literature mentions
four of SET's fundamental concepts in the commercial setting, including:

 Economic and/or social benefits can be gained resulting from an exchange

in interactions.
 Comparisons are made to alternatives over time to establish their reliance
on the exchange of interactions.
 It was proven that lasting positive outcomes builds trust and commitment
among social interactions of people.
 Relational exchange norms develop as a result of positive trade
interactions and eventually governs the relationship throughout time.

Many leaders are being confronted with problems to which they may or may not
know the answers in rapidly changing and uncertain situations. While financial benefits
are significant, social rewards have been at least as essential. Moreover, a sense of
fairness is another attitudinal and behavioral factor mentioned in the social exchange
theory. As a result, the core principles and other parts of SET form an adequate
theoretical platform for establishing techniques for navigating the sudden organizational
crisis.
 REFERENCES

Berger, C. R. (2015). Uncertainty reduction strategies. The International Encyclopedia of

Interpersonal Communication, 1-9. https://doi.org/10.1002/9781118540190.wbeic032

Gabrielli, G., Russo, V., & Ciceri, A. (2019). Understanding organizational aspects for managing

crisis situations. Journal of Organizational Change Management, 33(1), 50-

65. https://doi.org/10.1108/jocm-09-2019-0287

Grace, R., & Tham, J. C. (2020). Adapting uncertainty reduction theory for crisis communication:

Guidelines for technical communicators. Journal of Business and Technical

Communication, 35(1), 110-117. https://doi.org/10.1177/1050651920959188

Hart, J. L., Wood, L. A., Pfeiffer, J., Gilkey, D., Zachary, A., & Walker, K. L. (2019). Relational

dialectics in community-rooted research and partnerships. Proceedings, 44(1),

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