Craig’s 7 Traditions | Communication theory | edX Series

Summary

The video script delves into Robert Craig's seven traditions of communication theory, highlighting their distinct perspectives on communication. It explains how cybernetic tradition views communication as goal-oriented information processes, socio-psychological as interpersonal interaction, socio-cultural as symbolic reproduction of social order, critical as discourse and ideology, rhetorical as the art of public speaking, phenomenological as the experience of self and others, and semiotic as the science of signs and symbols. Each tradition serves as a lens to focus on essential communicative aspects, providing a framework for understanding and researching communication in various contexts.

Takeaways

• 📚 Communication is a complex process with many variables and approaches, which can be categorized into two main types: interpretive and objective theory research.
• 🔍 Robert Craig's seven traditions of communication theory provide a framework to understand different perspectives on communication: cybernetic, sociopsychological, sociocultural, critical, rhetorical, phenomenological, and semiotic.
• 🌐 Cybernetic tradition views communication as information processes within a system, emphasizing goal orientation and feedback mechanisms.
• 🧠 Sociopsychological tradition focuses on interpersonal interactions, behavioral responses, and the cause-and-effect relationships in communication.
• 🏛️ Sociocultural tradition considers communication as symbolic processes that contribute to the reproduction or production of social order through context and culture.
• 🗣️ Critical tradition, influenced by the Frankfurt school, examines the role of language and ideology in communication, and how they can shape societal power structures.
• 🎭 Rhetorical tradition, originating from ancient Greece, is concerned with the art of public speaking and the influence of verbal and non-verbal communication.
• 🤔 Phenomenological tradition questions how individuals perceive and experience communication, focusing on the subjective nature of communicative interactions.
• 🔍 Semiotic tradition explores communication through the lens of signs and symbols, examining how meaning is shared and understood within a system of signs.
• 🔑 Each tradition serves as a lens to focus on certain aspects of communication while intentionally neglecting others, allowing for a more nuanced understanding of communicative processes.
• 🛠️ Understanding the essence of communication in a specific context requires identifying which tradition best fits the situation to tailor communication strategies effectively.

Q & A

What are the two main types of approaches within the theoretical background of communication?

The two main types of approaches within the theoretical background of communication are interpretive theory research and objective theory research.

What is the significance of Robert Craig's seven traditions of communication theory?

Robert Craig's seven traditions of communication theory categorize different approaches to understanding communication, allowing researchers and practitioners to identify the most suitable theoretical framework for a specific context.

How does the cybernetic tradition view communication?

The cybernetic tradition views communication as a system of information processes, focusing on the sender, receiver, and the channels used to transmit messages, with an emphasis on goal orientation and feedback.

What is the key focus of the sociopsychological tradition in communication?

The sociopsychological tradition focuses on communication as interpersonal interaction, examining cause and effect relationships and seeking universal laws applicable to human interaction.

How does the sociocultural tradition differ from the sociopsychological tradition in its approach to communication?

While the sociopsychological tradition is focused on individual behavior and reactions, the sociocultural tradition emphasizes the role of context, culture, and social practices in shaping communication.

What are the main concerns of the critical tradition in communication?

The critical tradition is concerned with language and ideology, examining how control over language can lead to social dominance and how media transmits and reproduces ideology.

How does the rhetorical tradition approach communication?

The rhetorical tradition approaches communication as the art of public speaking, focusing on the strategies and techniques used to influence audiences through verbal and non-verbal means.

What is the central focus of the phenomenological tradition in communication?

The phenomenological tradition focuses on the experience of communication, considering how different individuals perceive and understand the communicative process in various contexts.

How does the semiotic tradition view the role of signs and symbols in communication?

The semiotic tradition views communication as the sharing of meaning through a system of signs and symbols, emphasizing the importance of decoding these elements to understand the conveyed message.

Why is feedback considered important in the cybernetic tradition?

Feedback is important in the cybernetic tradition because it allows for the adaptation of messages and communication strategies, transforming the perception of communication from a linear process to a transactional one.

How can understanding the different traditions of communication theory benefit a researcher or practitioner?

Understanding the different traditions of communication theory benefits a researcher or practitioner by providing a range of lenses through which to view and analyze communicative processes, helping to identify the most relevant and effective approach for a given situation.