1.0 Theory and Practice of Communication

Definition

Communication is a social phenomenon that accounts for exchange of information in the form of ideas, understanding, vision, feelings, etc. within an individual or between individuals. Communication is not human specific; it exists between humans and non-human beings.

1.1 Types of Communication

Intrapersonal Communication

• It accounts for exchange of information within oneself.
• Example: When one communicates with oneself.

Interpersonal Communication

• It is a communication experience that involves more than one communication participant.

Group Communication

• This deals with a communication experience between individuals with distinctive identity, interest, or goals.

Mass Communication

• Mass communication involves mass audiences and mass media in communication.

1.2 Theories of Communication

The Information Processing Theory

• Propounded by: Williams J. McGuire
• Year Propounded: 1968
• Core Assumption: Communication involves attitude change.

The following steps are necessary in influencing behaviours:

1. Communicate the message using expressions that would motivate the listener.
2. The receiver needs to comprehend the information.
3. The receiver allows or positions herself to be influenced.
4. The receiver will internalise and adopt the desired change.
5. The desired behaviour becomes the norm.

Source Credibility Theory

• Propounded by: Carl Hovland and Walter Weiss
• Year Propounded: 1951
• Core Assumption:
  • For a message to be accepted and adopted, the source should be credible.
  • If the source is not credible, the message will receive less acceptance.

The Cognitive Balance Theory

• Propounded by: Sandra Ball-Rokleach
• Year Propounded: 1968
• Basic Assumption:
  • It explains the effect of communication on the receiver’s state of mind.
  • Messages that fit the receiver’s state of mind tend to produce positive effect, while messages that do not fit into the receiver’s state of mind tend to convulse his mind.

The Arousal Theory

• Propounded by: Robert M. Yerkees and John Dodson
• Core Assumptions:
  • Arousal and Performance.
  • It shows that there is a relationship between arousal (motivation or reward) and performance.
  • People give in their best when the benefit is high; but when the reward or arousal is low, performance will regress.

Social Exchange Theory

• Propounded by: John Thibault and Harold Icelley
• Year Propounded: 1952
• Basic Assumption:
  • People tend to exchange what they have so as to receive something in return.
  • It shows that people perform differently based on what they predict to receive in exchange.
  • In organisations, people exchange information, goods, and services for some rewards or benefits.
  • The theory also shows that there is need to vary what people exchange because if the exchange becomes monotonous, the reward will regress.