Judee Burgoon on Expectancy Violations Theory

Summary

In 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

• 📚 Expectancy Violations Theory challenges the conventional wisdom of always conforming to others' expectations, suggesting that there are times when violating expectations can be beneficial.
• 🌟 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.
• 🤔 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.
• 🤝 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.
• 🧐 The theory emerged from the need to make sense of proxemic literature, which initially lacked a communication theory framework.
• 🔍 The interviewee, Judee Burgoon, emphasizes that effective communication requires authenticity and is not about deliberately manipulating interactions.
• 🎓 Judee's graduate training and fascination with communication led her to develop theories to explain and predict human behavior in communication.
• 🧠 The development of theories is a natural outcome of empirical study in communication, as each study raises new questions and directions for exploration.
• 💡 Theories are described as systematic hunches about how things operate, built on previous knowledge and literature, aiming to explain and predict behavior.
• 🌱 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.
• 🙂 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.