Judee Burgoon on Expectancy Violations Theory
Summary
TLDRIn this interview, Judee Burgoon from the University of Arizona discusses Expectancy Violations Theory, which challenges the conventional wisdom of conforming to others' expectations. She explains that sometimes violating expectations can lead to positive outcomes, especially when the behavior is ambiguous or has positive meaning. Burgoon emphasizes the importance of theory in communication studies, highlighting how it helps explain and predict human behavior, and stresses the role of choice and strategy in effective communication.
Takeaways
- đ Expectancy Violations Theory challenges the conventional wisdom of always conforming to others' expectations, suggesting that there are times when violating expectations can be beneficial.
- đ Positive violations occur when behavior deviates from expectations in a way that is perceived positively, often due to the behavior's positive meaning or the ambiguity it introduces.
- đ€ The theory posits that focusing on the source of a violation, especially if the source has positive characteristics, can lead to a more favorable perception of that source.
- đ€ An example of a positive violation is when someone is friendlier than expected, leading to an increase in the observer's positive feelings and potential persuasion.
- đ§ The theory emerged from the need to make sense of proxemic literature, which initially lacked a communication theory framework.
- đ The interviewee, Judee Burgoon, emphasizes that effective communication requires authenticity and is not about deliberately manipulating interactions.
- đ Judee's graduate training and fascination with communication led her to develop theories to explain and predict human behavior in communication.
- đ§ The development of theories is a natural outcome of empirical study in communication, as each study raises new questions and directions for exploration.
- đĄ Theories are described as systematic hunches about how things operate, built on previous knowledge and literature, aiming to explain and predict behavior.
- đ± Judee believes in the importance of choice in communication, suggesting that while some aspects may be automated or biologically driven, strategic and goal-driven communication is possible and trainable.
- đ The interview concludes with an appreciation for Judee's choice to participate, highlighting the value of her contributions to the field of communication.
Q & A
What is Expectancy Violations Theory?
-Expectancy Violations Theory suggests that there are times when violating social expectations can have positive outcomes rather than negative ones. It challenges the notion that conformity is always beneficial and posits that 'positive violations' can lead to more favorable perceptions and interactions.
How does a 'positive violation' work according to Judee Burgoon?
-A 'positive violation' occurs when someone's behavior exceeds positive expectations, leading to an increase in the observer's attention and favorability towards the violator. For instance, if someone is friendlier than expected, it can make the observer more aware of their positive qualities and more favorably disposed towards them.
What advice does Judee Burgoon give regarding when to violate expectations?
-Judee Burgoon suggests that one should be cautious about violating expectations without knowing the context well. She implies that there are many situations where it might be better not to risk a violation unless one is certain of the positive outcome.
How did Judee Burgoon become interested in studying communication and developing theories?
-Judee Burgoon's interest in communication and theory development was sparked during her graduate training, where she was tasked with making sense of proxemic literature. Her fascination with communication led her to develop theories to explain and predict human behavior in communicative contexts.
What was the initial assignment that led Judee Burgoon to study space in communication?
-Judee Burgoon was given an assignment as a student to make sense of the proxemic literature, which led her to explore the area of space in communication and eventually develop Expectancy Violations Theory.
Does Judee Burgoon believe in strategic communication?
-Yes, Judee Burgoon believes in strategic communication. She emphasizes the importance of making wise strategic choices to minimize unintended consequences and to be more effective communicators.
How does Judee Burgoon define a theory in the context of communication studies?
-Judee Burgoon defines a theory as a set of systematic hunches about how things operate in communication. Theories are built on existing knowledge and literature, and their purpose is to explain and predict human behavior in communicative contexts.
What role does choice play in communication according to Judee Burgoon?
-Judee Burgoon believes that communication is a choice-driven, goal-driven, strategic activity. While some aspects of communication may be automated or biologically driven, she asserts that we have the ability to craft messages and make strategic choices to improve our communication.
How does Judee Burgoon view the relationship between theory and empirical study in communication?
-Judee Burgoon sees a close relationship between theory and empirical study in communication. She suggests that as one gets immersed in empirical studies, it becomes necessary to develop theories to make sense of observations and to guide further research.
What does Judee Burgoon think about the criticism that empiricists deny human choice?
-Judee Burgoon acknowledges that some communication behaviors may be automated or involuntary, but she firmly believes in the role of choice in communication. She argues that as communication scholars, they must believe in the ability to make strategic choices to be effective communicators.
How does Judee Burgoon describe the process of theory development?
-Judee Burgoon describes theory development as a process of forming systematic hunches based on existing knowledge, which are then tested through empirical studies. The goal is to see if these informed hunches hold true and to use them to explain and predict human behavior in communication.
Outlines
đ€ Expectancy Violations Theory Explained
In this segment, Judee Burgoon from the University of Arizona introduces Expectancy Violations Theory, which challenges the conventional wisdom of conforming to others' expectations in communication. The theory posits that there are instances where violating expectations can lead to positive outcomes, known as 'positive violations.' These occur when the unexpected behavior is perceived positively or when it clarifies the communicator's positive attributes. Burgoon illustrates this with an example of increased friendliness leading to a more favorable impression of the communicator. She also discusses the uncertainty in knowing when to violate expectations, suggesting caution in such situations.
đ§ The Role of Theory in Communication Studies
Judee Burgoon delves into the importance of theory in communication studies, emphasizing that theories are systematic hunches based on existing knowledge and research. She explains that theories help explain and predict human behavior in communication, and that the process of testing these theories is crucial for understanding their validity. Burgoon also touches on the criticism of empiricists, asserting that while some communication is automated or involuntary, there is a significant element of choice and strategy in effective communication. She believes in the power of crafting messages and making strategic choices to enhance communication effectiveness.
Mindmap
Keywords
đĄExpectancy Violations Theory
đĄConformity
đĄPositive Violation
đĄProxemic Literature
đĄAuthentic Interchange
đĄCommunication Theory
đĄEmpirical Study
đĄStrategic Communication
đĄChoice-Driven Behavior
đĄSystematic Hunches
Highlights
Expectancy Violations Theory challenges the notion that conformity is always necessary in communication.
The theory suggests that there are times when violating expectations can lead to positive outcomes.
Positive violations occur when behavior has positive meaning or when it makes the source of the behavior more relevant.
A positive violation can enhance one's perception of the violator, leading to increased persuasion and credibility.
The decision to violate expectations should be made with caution, as there are circumstances where it may not be advisable.
Judee Burgoon's interest in communication was sparked by the need to make sense of proxemic literature.
The development of Expectancy Violations Theory was serendipitous, originating from an assignment to interpret literature on space.
Effective communication requires authenticity and cannot be reduced to a series of deliberate, calculated actions.
Judee Burgoon emphasizes the importance of theory in understanding and predicting human communication.
Theories are described as systematic hunches that are informed by existing knowledge and research.
Empiricists are not denying human choice; rather, they recognize both automatic and strategic aspects of communication.
Communication scholars believe in the power of strategic messaging and the ability to make wise choices in communication.
Judee Burgoon's graduate training focused on understanding the complexities of human communication.
The process of studying communication leads to the development of new theories as each study raises new questions.
The interview highlights the importance of making informed choices in communication to maximize effectiveness.
Judee Burgoon's work on Expectancy Violations Theory has had a significant impact on the field of communication.
Transcripts
Iâm talking with Judee Burgoon from the University of Arizona. Judee is the author
of Expectancy Violations Theory. We often hear, âwhen in Rome, do as the Romans do;â
conform to other peopleâs expectations; donât rock the boat; and go along to get
along. Expectancy Violations Theory suggests there may be times when we donât have to
conform or do as others do so and, in fact, it may be better if we donât. Judee, could
you give us a thumbnail sketch of Expectancy Violations Theory.
Sure. One of the things thatâs always intrigued me in communication is looking at things that
are counterintuitive, things that challenge the basic truisms, things that everybody holds
we should all buy into. And Expectancy Violations Theory is one of those cases where really
what weâre proposing is that there are occasions where violation is not a negative. Thereâs
a lot of literature that would suggest doing a violation is always going to have negative
consequences. And the idea of the theory is that there are occasions when it may actually
be beneficial to violate in what is called a âpositive violation.â These can include
situations where the behavior itself has a lot of positive meaning; or it may be a case
where the behavior itself has some ambiguities to it, and by doing the violation, you make
the source of the violation more relevant. Thereâs more focus on the source; and if
that source has positive characteristics, that makes the violation a more positive kind
of violation. So, for example, if I think really positively of you, and you becomeâŠ
Oh you do, you do!
And I do⊠and I am engaged in an interaction with you and you become even friendlier than
I had expected, I might in this case become even more aware of what youâre doing, be
even more aware of all your wonderful sterling qualities; and as a result of your doing the
violation, Iâm actually even more favorably disposed toward you. I might be more persuaded
by you; I might better remember what you had to say; I might even think of you as more
credible than if you had gone along and done what was expected.
How could I know?
How could you know when to do it and when not?
(Griffin: Mmm hmm.)
There are a lot of circumstances where you donât know. And under those circumstances
maybe youâd be better off not to risk a violation.
How did you get started in this? I mean, was there some violation that you did with good
effect or did someone violate your expectations and this ticked you off, or what?
Serendipity. A lot of these things come by accident. I was given an assignment as a student
to make sense out of the proxemic literature. Thatâs how we started out in the area of
space. At the time there was almost nothing in the way of communication theory, and we
were told to make sense of this literature. And so, from a communication standpoint, what
do we know here about spacing behavior? Is there any kind of communication potential here?
This sounds like it could be Machiavellian, that Iâm moving around during the day saying
âshould I violate this personâs space, or should I talk louder?â I mean, do you
do this? [laughter] Do you think this stuff as you go through the day?
No, I donât, and I think anybody who knows anything about effective communication that
you canât have an authentic interchange if youâre busy standing back sort of watching
yourself go through the motions andâŠ
(Griffin: Thatâs a very self-conscious thing.)
Yes âŠand behaving very deliberately. But I think there are times when I think we plan
our communication where you could make choices.
Judee, Iâm intrigued because it seems to me that you almost ooze theory. Youâre constantly
referring to a number of theories, and these are theories that youâve put forth. This
is unusual. Youâre the only person that Iâm interviewing that has two theories that
weâre talking about. What is it that gets a person theorizing? Is there a certain mindset
or personality, orâŠ
I think part of it is my graduate training, that one of the reasons people come into communication
is trying to understand this endlessly fascinating area of human communication; and thereâs
nothing so practical as a good theory. Theories are helping us explain why people do what
they do, and try to predict what they do. So my whole education was geared toward trying
to make sense out of communication. And because studying it is so fascinating â weâve
done so many studies, and each study raises new questions and sends you off in new directions.
And thatâs why one theory sort of spawns another theory. So, the more you get immersed
in the actual empirical study of communication, of necessity youâre trying to make sense
of things⊠you have to ask, âwhatâs your theory of why things happen the way they do?"
So, if Iâm going to be a person who cares about communication, trying to make sense
out of things, Iâm almost of necessity going to do theory?
You have to. A theory is nothing more than your set of systematic hunches about the way
things operate, and the point of trying to test theories is to see if your hunches work
out. Now, those should be informed hunches. They should be built on a foundation of what
other people already know, what they theorized about, what literature people have already
developed. Thatâs all it is, it's a set of systematic predictions about how human behavior functions.
So, itâd be okay if I wrote a book called Communication Hunches, but they better be
informed hunches?
Thatâs it; thatâs what theory is.
Judee, it strikes me that empiricists are often criticized because they say, or people
think they say, that human beings have no choice. I hear you saying all the time that
we have choice.
Absolutely. I think you have to understand that there are certain aspects of communication
in which we are operating in a fairly automated fashion. Even some of those things began as
choice behavior, voluntary behavior. There are other things⊠I am a firm believer in
part of what happens in our communication being biologically driven and somewhat involuntary,
following genetically programmed routines. But as communication scholars, we have to
believe, or we might be out of business, that we can craft our messages and we can do a
lot of strategic things to be more effective as communicators. And thatâs what weâre
trying to train people to do â how to make the wise strategic choices to minimize those
things that are inadvertent byproducts of our communication, to bring more and more
under our strategic control. So, that by its very nature means communication is a choice-driven,
goal-driven, strategic activity.
Iâm glad you made the choice to be here.
Thank you.
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