USES AND FUNCTIONS OF THEORIES

The Communication Process or System

Professors De Fleur and Ball-Rokeach (1975, 1987) spotlight three broad but
fundamental questions that provided a focus for mass communication theory and research
after World War II (WW II). The three questions will be listed here in the following
order:
(1) How does mass communication take place? Is it different from other types of
communication? (Models)
(2) What has been the impact of societies on their mass media? (Normative Theories).
(3) What has been the impact of the mass media on society? (Social Scientific/Media
Effects Theories).
The nature of Mass Communication is revealed to a large extent by an understanding of
the Communication Process or System. The term process is used to indicate that the
communication act is dynamic, not static; and that it is continuous, not piecemeal. The
term system on the other hand, captures the fact that the communication event consists of
various interconnected, interdependent and interacting components, such that the whole
system cannot function (at least not effectively) if any of the normal components is
missing or defective. As the saying goes, a chain is as strong as the weakest link in it.
There are many communication systems but, compared to other systems, such as animal
communication, the human communication system is highly developed and very
complex. Its study has, however, been fairly simplified through the concept of the
communication process, which began to be crystallised in rudimentary form (from about
the end of WW II) in what came to be known as Communication Models. Various
communication scholars as well as scholars in cognate fields began to project (mainly
graphic) representations of the way they thought the communication process/system
operates.

Characteristics/Attributes of Theory
From the list of definitions, we can extract the following attributes or characteristics of a theory:
1. A theory is a systematic and logical statement of a general nature.
2. Such a systematic and logical statement implies substantial intellectual rigour.
3. A theory is at once dynamic and “dated” in the sense that it is usually a step behind
reality in the light of other events taking place while the theory is being formulated.
4. A theory has an ascertainable origin- where and by whom formulated/proposed.
5. A theory is based on scientific observation coupled with logical reasoning.
6. A theory usually leads to further empirical observation or research. You will see later that
the relationship between theory and research is a circular one.
7. A theory is a means to an end (“…a way of explaining the ordering and occurrence of
various events”- Kurt Lewin; and “…a way of making sense out of a disturbing
situation”- Abraham Kaplan), not an end in itself.

Uses and Functions of Theories

Fawcett and Downs (1992) say that theories allow us to impose order on naturally unordered
experiences. They provide a systematic way of viewing random or chaotic experiences. Theories
also give us a structure with which to look at the experiences, or at the data derived from the
measurement of the experiences and order and analyse the data in a coherent manner. "The
function of a theory then is to describe, explain or predict limited properties of reality"
Bernard Cohen in 1994, drawing from the work of Larry Lauden in 1982 in Zeepedia, proposes
that the central function of theory is to solve problems. According to Lauden:
"The first and essential acid test for any theory is whether it provides acceptable answers to
interesting questions."
Theories can be used to address a number of type's problems. According to Lauden it can begin
with three types of problems:
Empirical problems; Conceptual problems; Practical problems;
∙ Empirical problems
An empirical problem is "anything about the world which strikes us as odd or otherwise in need
of explanation".
∙ Conceptual problems
Conceptual problem exists when a particular theory exhibits inconsistencies that need to be
clarified
∙ Practical problems
The utility in solving practical problems has historically played a major role in both assessing
and promoting theory construction. Within the field of communication, the role of theory in
dealing with practical or applied problems is particularly important. Communication scholars
often confront applied issues such as how to improve the provisions of health care how to
enhance the effectiveness of problem solving organizational groups.
Question
Theory provides a systematic way of viewing random or chaotic experiences. Describe the
various uses and functions of theory.
Question on theory
A theory is built upon one or more hypotheses, and upon evidence. Discuss
Questions on Attributes
Using the six attributes of theory, evaluate the agenda-setting and gate-keeping theory of mass
communication
Question
The degree of mass communication media success in influencing society depends completely on
the media. Discuss.