Reaction Paper

Definition of Heurism
Heurism is a theory that generates new thought and insight. It provokes new
ideas and lead to research. When a theory allows for new theories to emerge, that
theory is considered to have heuristic value. A heuristic theory has the capability to
transcend and be applied to other field of studies and provide an explanation and to be
expanded.
A lot of theories these days are the result of theories that have heuristic values. In
human communication there are a number of theories that are evaluated as heuristic
that sparks new theories. Two theories that come to mind are, uncertainty reduction
theory and uses and gratification theory.

Heuristic Theory I: Uncertainty Reduction Theory

Uncertainty reduction theory was originally a theory that revolved around personal
relationships. Developed by Charles Berger and Richard Calabrese in 1975, this
theory explains how uncertainty affects communication in relationships. It was
William Gudykunst who came up a theory based on the uncertainty reduction theory.
It was given the name anxiety uncertainty management. Gudykunst formed his ideas
of uncertainty based on Charles Berger's uncertainty reduction theory. Uncertainty
includes the doubts we have about our ability to predict the outcome of our encounters
with strangers (Griffin, 2006). Instead of the focus being on personal relationships,
Gudykunst expanded the theory to intercultural communication. Therefore it can be
said that the uncertainty reduction theory has heuristic value.
Gudykunst provided 47 axioms for his anxiety uncertainty management theory,
whereas uncertainty reduction theory only has 7 axioms. This proves to show that
uncertainty reduction theory was able to generate new insights. Gudykunst saw the
relation of uncertainty reduction to the phenomena he observed while he was working

as an intercultural relations adviser. He noticed how American in Japan had trouble

adapting the Japanese people. They were uncertain of how to interact in an entirely
different culture. This uncertainty based on the uncertainty reduction theory was
linked together with anxiety when encountering new cultures. He believes that
individuals who enter unfamiliar cultures often feel uncertainty, which fosters anxiety
(Wood, 2004).
The uncertainty reduction theory provided a base for research and study that sparked a
new theory. The heuristic value in uncertainty reduction theory made Gudykunsts
anxiety uncertainty management theory possible.
There was some criticism towards Bergers theory. In fact, one of the criticisms was
so extreme that it accused the theory to be invalid. It mainly scrutinizes certain
aspects of the axioms. However, (as cited by Wood, 2004), Berger did not abandon
uncertainty theory despite the heavy criticism. He believes that his theory is on the
right track and suggests that the theory should be evaluated as a theory in progress
rather than a fully developed perspective. This suggestion encourages that this theory
should come up with new thoughts, ideas and research, which means that it is
heuristic in nature.

Heuristic Theory II: Uses and Gratification Theory

Another theory that is considered to be heuristic is the uses and gratification theory.
Uses and gratification explains how people actively use the media to gratify social
and psychological needs and wants. The media dependency theory is one theory that
was expanded from the uses and gratification theory. Thus proving the heuristic nature
of the uses and gratification theory.
From the introduction of this theory, uses and gratification has gone through a
developmental process in stages. This development requires further study and
research, which are elements that are considered to be heuristic. This theory has gone
through three stages. In 1944, Herta Herzog wanted to understand the appeal of soap
operas. After conducting and interviews, three reasons were provided, which were
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emotional release, wishful thinking and educational purposes. Stage two, researchers
came up with an extensive list explaining media use. Stage three, researchers linked
specific reasons for media use with needs, goals, benefits, the consequences of media
use, and individual factors. This developmental stage, proves to show that the uses
and gratification is heuristic as it promotes research and encourages the growth of
new ideas.
With the advancement of technology these days, new media platforms have opened up
opportunities for the uses and gratification theory to be applied. Numerous research
and discussion on forums try to relate this theory and social media. Hence, it does not
only restricts itself to the traditional media as originally proposed by the theory, but
open up to new avenues in communicationt through the new media.

Conclusion
Through the existence of heuristic theories, the communication field continues
to grow and advance. It also helps people understand and explain why certain things
happen in certain ways. Furthermore, previous theories can evoke and give new ideas
or theories that can be related to current times. Research after research has been done
to develop theories. Some theories lack certain elements, thus by being heuristic, such
theories can be developed, improved on and be perfected.
Human communication is always evolving, from cave drawings, to written words, to
telephone conversations, to video conversations, and a wide range of media to
disseminate information. Therefore, with heuristic theories, researchers are able to
come up with better and improved theories to help understand how a society
communicate on a daily basis and to remain relevant.

References
Griffin, E. (2006). Anxiety/Uncertainty Management Theory of William Gudykunst.
In A first look at communication theory (6th ed.). Boston: McGraw-Hill.
Littlejohn, S. (2009). Encyclopedia of communication theory. Los Angeles, Calif.:
Sage.
Papacharissi, Z. (n.d.). Uses and Gratification. Retrieved January 28, 2015, from
http://tigger.uic.edu/~zizi/Site/Research_files/PapacharissiU&G.pdf
The Basics of Uses & Gratifications Theory. (2012, February 14). Retrieved January
28, 2015, from https://thepowerofmedia.wordpress.com/2012/02/14/thebasics-of-uses-gratifications-theory/
Woods, J. T. (2004). Communication Theories in Action: An Introduction. California:
Wadsworth.