SCCA1023 Communication Theory

Topic 3

THEORY,
CONCEPT
&
MODEL
© 2019 Khairie/SCCA1023/3-1
Learning Outcomes

i. Define what is concept and model.

ii. Describe the formation of a concept.
iii. Describe the formation of a model.
iv. Explain the role of the concept and model in theory
formation.

© 2019 Khairie/SCCA1023/3-2
CONCEPTS…

 Concepts are the building blocks of theories.

 Concepts are the things that being studied.
 Concept is an abstraction that describes a
portion of reality.
 It is a general name for specific instances of
the phenomenon described.

© 2019 Khairie/SCCA1023/3-3
CONSTRUCTS, CONCEPTS &
VARIABLES
 Construct and concept are sometimes used in-
terchangeably.
 Constructs being more abstract or general than
concepts.
 Variables is the break down of the concepts
into more specific units (measureable).

© 2019 Khairie/SCCA1023/3-4
CONSTRUCTS, CONCEPTS &
VARIABLES
CONSTRUCT CONCEPTS VARIABLES

VERB Language
AL Para-Language

COMMU-
NICATION
NON- Writing
Body Language
VERB Symbols
AL Proxemics

© 2019 Khairie/SCCA1023/3-5
CONSTRUCTS, CONCEPTS &
VARIABLES
SOME EXAMPLES.. • PERSONALITY / TRAITS / CHARISMA
• ATTITUDE / BEHAVIOR
• ORGANIZATIONAL COMMITMENT
• CULTURE (WESTERN/EASTERN)
• LEADERSHIP STYLES
• IDENTITY / IMAGE /REPUTATION
• FINANCIAL PERFORMANCE / KPI
• JOB SATISFACTION
• COMMUNICATION COMPETENCE
• READING ABILITY
• FEELINGS
• and many more…

© 2019 Khairie/SCCA1023/3-6
 MODEL
 A model is a systematic representation of
an object or event in an idealised and
abstract form.
 Communication models are merely picture;
they’re even distorting pictures, because
they stop or freeze an essentially dynamic
interactive or trans-active process into a
static picture.
 Models are metaphors. They allow us to
see one thing in terms of another.
© 2019 Khairie/SCCA1023/3-7
THE FUNCTIONS OF MODEL
1. To understand the communication process.
2. To understand the elements involved in the
process.
3. Foundation in the formation of theory.
4. Enable the formulation of communication
strategies.

© 2019 Khairie/SCCA1023/3-8
THEORY-MODEL-CONCEPTS

Theory

Model

Concept

Co
nst
ruc
© 2019 Khairie/SCCA1023/3-9
THEORY-MODEL-CONCEPTS

Technological Acceptance Model (Davis, 1989)

© 2019 Khairie/SCCA1023/3-10
THEORY DEVELOPMENT
THEORY

(induction) (deduction)

GENERALISATION HYPOTHESIS
(method & measurement)
(operationalisation)

OBSERVATION
© 2019 Khairie/SCCA1023/3-11
SUMMARY

What have you learned:

i) The idea about ‘concept’.
ii) How concept is develop.
iii) The idea about model.
iv) The link between concept, model and theory.
v) Ideas about how communication theory is
develop.

© 2019 Khairie/SCCA1023/3-12