2.2: Communication Theory

Now that we’ve established how Communication Studies developed as a field, we need to take a look at some of the theories and methods currently used to understand messages and communication. To do this, we must first understand what we mean when we use the term “Theory” in communications. Communication theory can mean specific models and research frameworks or broad or meta-theories that represent ideologically-driven investigation strategies (Fassett, Warren, & Nainby, 2018; Mattelart & Mattelart, 1998; Merrigan & Huston, 2015; Wood, 2018).

Theory is a particularly challenging term because it is not used the same way in the three paradigms. In Interpretive studies, for example, theory is used to explain the nature of a text. Consider this interpretive definition by Foss, Foss,and Griffin (1999): “a way of framing an experience or event—an effort to understand and account for something and the way it functions in the world” (p. 8). In other words, the goal of communication theory is to understand how communication functions: the processes, the message, and the impact of any communication act. Because scholars and researchers have different things they are looking for when they study communication, more than one motive or goals for studying communication exists in the field (Guba, 1990; Merrigan & Huston, 2015).

In fact, each of those motives and goals for understanding communication, processes, messages, and impact, is tied to a communication paradigm.

"Communication Research Paradigms" by Victoria Newsom is licensed under CC BY-NC-SA 4.0

These three lenses or paradigms all operate differently. Each has its own goals and perspectives, and therefore research done in each of these paradigms has a different kind of motivation. Behavioral theories focus on the Texture of a message, and reflect the Grammar aspact of the Trivium. Scholars using this approach are interested in the processes and structure of messages and communication techniques. These studies are designed to predict and control communication behaviors—for this reason behaviorists study communication patterns and then make their predictions based on the revealed patterns (Merrigan & Huston, 2015).

"to predict, invent" by Will Lion is licensed under CC BY-NC-ND 2.0

Interpretive theories focus on the text of a message, in many ways reflecting the traditional Rhetoric studies approach. These studies are designed to understand and explain communication from the point-of-view of the people being studied (Merrigan & Huston, 2015). Scholars in this field are interested in what an author of a message has to say, what the meaning of a message is, and how an audience might interpret the message. These scholars understand that audiences don't always read messages the same way a speaker or an author intends, but their focus is on the message or text itself and how that message is understood.

"Female worker, India, ca. 1920" by Fæ is licensed under CC BY 2.0

Using interpretation, scholars often focus on personal or cultural narratives and stories to highlight elements of and values granted to communication processes.

Critical theories are designed to critique something deeper about society in general based on communication practices. These studies are rooted in Aristotle's Dialectic, with a goal of understanding the impact of the message. Studies in this paradigm focus on the context of a message, looking at what impact a message may have in that context and whether the message is harmful or helpful to the people both creating and consuming the message. These scholars also often critique and how well suited a message is to the audience, such as whether the culture of the audience is capable of understanding the message the way a speaker intends. Critical scholar also often set out to emancipate and change the way that communication is used to create and maintain social control (Merrigan & Huston, 2015).

"Images from Meme Wars: The Creative Destruction of Neoclassical Economics" by Adbusters Culturejammers HQ is licensed under CC BY-NC 2.0

Ultimately, Communication Studies incorporates a variety of research methods to examine communication data. Consider the following examples of research from the three paradigms. The first is an image that introduces the concepts of paradigms and then outlines the concepts of research methodologies that exist in the behavioral paradigm of communication studies. Approaching research from this paradigm starts with the assumption that behavioral practices, including communication practices, are measurable and can therefore be studied to predict and control behavior.

Postmodernism and critical theory ground the critical research paradigm because they encourage the researcher to challenge the assumptions of power, hierarchy, autonomy, and authority in culture and society. By questioning the authority of the producer of a message, for example, we can question whether that message has been biased by the producer’s opinions, rather than assuming that the producer is an authority and simply accepting the message.

Each of these paradigms encourages people studying communication to look at messages and the components of messages from different viewpoints, and to approach the way we study communication with a variety of different methodologies. The next pages of this module will highlight a variety of different research methodologies associated with each of the three paradigms.

References

Fassett, D. L., Warren, J.T., & Nainby, K. (2018). Communication: A critical/cultural introduction (3rd ed.). San Diego, CA: Cognella.

Foss, K.A., Foss, S.K., & Griffin, C.L. (1999). Feminist rhetorical theories. Thousand Oaks, CA: Sage.

Guba, E.G. (1990). The alternative paradigm dialog. In E.G. Guba, (Ed.). The paradigm dialog, (pp. 17-30). Newbury Park: Sage.

Merrigan, G. & Huston, C.L. (2015). Communication research methods (3rd ed.). New York: Oxford University Press.

Mattelart, A. & Mattelart, M. (1998). Theories of communication: A short introduction. (S.G. Taponier, & & J.A. Cohen, trans.). Thousand Oaks, CA: Sage.

Wood, J. (2018). Communication in our lives, 8th ed. Boston, MA: Cengage.