SCCA1023 :

COMMUNICATION THEORY
TOPIC 1: Introduction to
Communication Theory
 Learning Outcomes
• Define communication in the context of
theory perspective
• Describe the history and development of
communication theory
• Discuss the link between communication
theory and social science context
• Understanding the value studying
communication theory.
What is COMMUNICATION?
what is communication?
 Communication
• No absolute definition
• Defined as the relational process of creating and
interpreting message that required a response. (Griffin
E. et.al, 2015).
• Systematic process in which individuals interact with and
through symbols to create and interpret meaning
• Talking and listening, writing, and reading, performing
and witnessing or more generally doing anything that
involves “message” in any medium or situation.
• Some theorist use the term “text” as synonym for a
message that can be studies, regardless of the medium.
 Communication Theory
• Any systematic summary about the nature of
communication process
• The discipline that studies the principles of
transmitting information and the methods by
which it is delivered an elicit a responses
• Eg: coordinated management of meaning
(Pearce and Cronen), Cognitive Dissonance
theory (festinger),
History and Development of Communication
Theory
• Communication has existed since the beginning
of human beings, but it was not until the 20 th
century that people began to study the process
• As communication technologies developed, so
did the serious study of communication
• Before the development of a theory, the distinct
between two approach has to be understood;
namely objective approach and interpretive
approach
Objective vs Interpretive Approach
• The assumption that truth is singular
• Focus on facts
• Focus on prediction and control

objective • Using quantitative research methodologies, survey and

experiment
• It argues that reality is a objective matter and that the
result of any research depends on deductive reasoning

• Assumes that multiple meanings or truth are possible

• Focus on meaning
• Focus on interpretation and understanding

interpretive • Using qualitative methodologies in conducting

research, textual analysis and ethnography
• It argues that reality is a subjective matter and that the
result of any research depends on inductive reasoning
 Deductive reasoning
• Starts with a general rule (a premise) which
we know to be true.
• Then from that rule, we make a true
conclusion about something specific

confirmation
theory hypothesis Observation
 Inductive reasoning
• The process of going from observations to
conclusions
• This type of conclusion is sometimes called an
inference.

Tentative
Observation Pattern Theory
hypothesis
 Other Terms
• Hypothesis
• Observation
• Pattern
• Inference
• Epistemology
 Communication & Social Science
• Social science explains society phenomena
• Communication as a field of study in
explaining society
• Communication explains about how society
interact and create meanings
Social Science and Communication
Values in study communication theory

• Better understanding and enhanced

insight into the issue, problems and

academic principles of the communication field.

• Help you anticipate future development in
communication research and teaching

• Enlarge understanding of experiences in

our personal life

practical • Gain skill in developing and testing

theories in our own life
• Give us insight into the public sphere. Ie:
understanding of enron case and sep 11/9