Thinking through communication
Chapter 1: The Communication Tradition
Stages in communication history
Prehistoric (Over 500.000 years ago): Prehistoric humans in caved, unable to produce
speech: senses, gestures, sounds
The age of writing (around 3200 BC): Writing developed in different locations and time
periods.
Speech & Language (over 40.000 years ago): Development speech and creative expression
(cave paintings): huge consequences for society
The age of information (1440 onwards): invention printing press kicked of mass
communication
History of the communication discipline
Classical period (500 B.C. – 400 C.E.): oral speech and argumentation (rhetoric). The first
known communication model, the canons of rhetoric, divided rhetoric into five parts:
invention, arrangement, style, memory and delivery.
Medieval period and the Renaissance (400-1600): Study of writing and preaching
Modern period (1600-1900): Rhetoric’s study revived (four approaches).
Contemporary period (1900-now): Scientific approach and measuring impact.
Rhetoric tradition – 3 pillars of persuasion (Aristotle)
Ethos = credibility: credibility, trustworthiness, expertise and good will
Pathos = emotions: appeal to listeners’ emotions.
Logos = reasoning: convince through logic, structure and clear reasoning
Five canons of rhetoric of Cicero (Cicero; more theoretical)
Invention: Discover as much as possible about the topic
Arrangement: Arrange ideas for maximum impact
Style: Select and arrange wording carefully
Memory: The speaker must find a way to keep the message firmly in mind.
Delivery: The speaker must present the speech in a natural, varied, and appropriate way.
The voice should convey interest and emotion, and gestures should match the major ideas
in the speech.
Four approaches in the modern period
Classical approach: translating views of classical rhetoricians to the new age
Psychological/epistemological (study of knowledge): focusing on how rhetoric influences
people.
Belletristic Approach: Focusing on how rhetoric influences people
Elocutionary approach: develop speakers’ verbal and nonverbal presentation
*By the 20th century, a new method of inquiry, the scientific method, became popular. Some
communication scholars began to use experiments and objective measurement to
investigate audience response and attitude change. During the same period, a more
humanistic, philosophical approach was also used, contemporary departments of
, communication acknowledge the importance of both communication science and the
rhetorical tradition.
Chapter 2: definitions, models and perspectives
*definitions help to explain and limit concepts. The process of defining can be thought of as
either an objective act of discovery or a creative act of construction. According to the
second view, the test of a good definition is not its absolute truth but rather its usefulness,
and several definitions of a concept may be valid. One-way definitions of communication
vary is in breadth. Narrow definitions limit the domain of communcation, whereas broad
definitions expand it. Another way in which definitions differ is in the importance they place
on intentionality. Further, definitions may be either sender-or-receiver-based. Finally, some
people believe that all communication is symbolic. We don’t have to choose just one
definition. Instead, we can think of communication as a family of related concepts.
A model versus a theory
Theories propose an explanation of a process or situation but commonly remain unproven
and thus do not represent reality.
Models describe a process or situation which can be imaginary, assumed, but also reflecting
reality. Models can be used to explain or visualize theories. Models are always incomplete
and are based on assumptions.
Ways in which theories are used and their metaphors
Theories as nets: theories are nets to catch what we investigate, and we make the web finer
and finer.
Theories as lenses: the lens of a camera highlight what shapes our perception by focusing on
specific features.
Theories as maps: theories are maps to guide us through unfamiliar territory
Theoretical models
What is a model? Abstract representation of a process, a description of its structure or
function.
Why do we use models? To make sense of processes that are otherwise too complex to
understand in their entirety.
How do models help us understand issues? Explanatory (to explain process)
Predictive (to test a process)
Control function (how to modify/ control a
process)
What are drawbacks of models: Models make assumptions
Different ways to model a process
Models are incomplete by default
Functions of communication: Needs….
Physical: Keep our bodies and minds functioning
Instrumental: Getting things done in our day-to-day lives
Relational: Maintain social bonds and interpersonal relationships
Identity: Present us and be thought of in a certain way.
Chapter 1: The Communication Tradition
Stages in communication history
Prehistoric (Over 500.000 years ago): Prehistoric humans in caved, unable to produce
speech: senses, gestures, sounds
The age of writing (around 3200 BC): Writing developed in different locations and time
periods.
Speech & Language (over 40.000 years ago): Development speech and creative expression
(cave paintings): huge consequences for society
The age of information (1440 onwards): invention printing press kicked of mass
communication
History of the communication discipline
Classical period (500 B.C. – 400 C.E.): oral speech and argumentation (rhetoric). The first
known communication model, the canons of rhetoric, divided rhetoric into five parts:
invention, arrangement, style, memory and delivery.
Medieval period and the Renaissance (400-1600): Study of writing and preaching
Modern period (1600-1900): Rhetoric’s study revived (four approaches).
Contemporary period (1900-now): Scientific approach and measuring impact.
Rhetoric tradition – 3 pillars of persuasion (Aristotle)
Ethos = credibility: credibility, trustworthiness, expertise and good will
Pathos = emotions: appeal to listeners’ emotions.
Logos = reasoning: convince through logic, structure and clear reasoning
Five canons of rhetoric of Cicero (Cicero; more theoretical)
Invention: Discover as much as possible about the topic
Arrangement: Arrange ideas for maximum impact
Style: Select and arrange wording carefully
Memory: The speaker must find a way to keep the message firmly in mind.
Delivery: The speaker must present the speech in a natural, varied, and appropriate way.
The voice should convey interest and emotion, and gestures should match the major ideas
in the speech.
Four approaches in the modern period
Classical approach: translating views of classical rhetoricians to the new age
Psychological/epistemological (study of knowledge): focusing on how rhetoric influences
people.
Belletristic Approach: Focusing on how rhetoric influences people
Elocutionary approach: develop speakers’ verbal and nonverbal presentation
*By the 20th century, a new method of inquiry, the scientific method, became popular. Some
communication scholars began to use experiments and objective measurement to
investigate audience response and attitude change. During the same period, a more
humanistic, philosophical approach was also used, contemporary departments of
, communication acknowledge the importance of both communication science and the
rhetorical tradition.
Chapter 2: definitions, models and perspectives
*definitions help to explain and limit concepts. The process of defining can be thought of as
either an objective act of discovery or a creative act of construction. According to the
second view, the test of a good definition is not its absolute truth but rather its usefulness,
and several definitions of a concept may be valid. One-way definitions of communication
vary is in breadth. Narrow definitions limit the domain of communcation, whereas broad
definitions expand it. Another way in which definitions differ is in the importance they place
on intentionality. Further, definitions may be either sender-or-receiver-based. Finally, some
people believe that all communication is symbolic. We don’t have to choose just one
definition. Instead, we can think of communication as a family of related concepts.
A model versus a theory
Theories propose an explanation of a process or situation but commonly remain unproven
and thus do not represent reality.
Models describe a process or situation which can be imaginary, assumed, but also reflecting
reality. Models can be used to explain or visualize theories. Models are always incomplete
and are based on assumptions.
Ways in which theories are used and their metaphors
Theories as nets: theories are nets to catch what we investigate, and we make the web finer
and finer.
Theories as lenses: the lens of a camera highlight what shapes our perception by focusing on
specific features.
Theories as maps: theories are maps to guide us through unfamiliar territory
Theoretical models
What is a model? Abstract representation of a process, a description of its structure or
function.
Why do we use models? To make sense of processes that are otherwise too complex to
understand in their entirety.
How do models help us understand issues? Explanatory (to explain process)
Predictive (to test a process)
Control function (how to modify/ control a
process)
What are drawbacks of models: Models make assumptions
Different ways to model a process
Models are incomplete by default
Functions of communication: Needs….
Physical: Keep our bodies and minds functioning
Instrumental: Getting things done in our day-to-day lives
Relational: Maintain social bonds and interpersonal relationships
Identity: Present us and be thought of in a certain way.
