Judee Burgoon on Expectancy Violations Theory

A First Look at Communication Theory

29 Jan 201407:40

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

📚 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.

Outlines

00:00

🤔 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.

05:00

🧠 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

💡Expectancy Violations Theory

Expectancy Violations Theory, as introduced by Judee Burgoon, posits that violating social expectations can sometimes lead to positive outcomes rather than negative ones. This theory challenges the conventional wisdom of 'when in Rome, do as the Romans do,' suggesting that there are instances where non-conformity can be beneficial. In the script, Burgoon explains that a 'positive violation' can occur when a behavior has positive meaning or when it makes the source of the behavior more relevant, leading to a more favorable perception of the violator.

💡Conformity

Conformity refers to the act of matching attitudes, beliefs, and behaviors to group norms. The script discusses how societal pressures often encourage individuals to conform to avoid negative consequences. However, Expectancy Violations Theory suggests that there are strategic times when non-conformity, or not going along with the group, can lead to more positive interpersonal outcomes.

💡Positive Violation

A 'positive violation' is a concept within Expectancy Violations Theory where a person's behavior deviates from expectations in a way that is perceived positively by others. The script provides an example of this where if someone is friendlier than expected, it can lead to an increase in the perceiver's awareness and appreciation of the violator's positive qualities.

💡Proxemic Literature

Proxemic literature pertains to the study of human spatial behavior, specifically how people use and perceive space in social interactions. In the script, Burgoon mentions being assigned to make sense of this literature as a student, which led to the development of her theoretical work in communication.

💡Authentic Interchange

Authentic interchange in communication implies a genuine and spontaneous interaction without premeditated or strategic behavior. Burgoon discusses the importance of being authentic and not overly self-conscious during communication, suggesting that strategic planning can detract from the authenticity of an interaction.

💡Communication Theory

Communication theory refers to a set of principles that explain how communication processes work. The script highlights how Burgoon's work contributes to communication theory by challenging existing notions and proposing new ways of understanding how people communicate.

💡Empirical Study

Empirical study involves the collection and analysis of observable, measurable data to draw conclusions. The script mentions how empirical studies in communication can lead to the development of new theories and a deeper understanding of human behavior.

💡Strategic Communication

Strategic communication is the deliberate and purposeful use of communication to achieve specific goals. Burgoon emphasizes the importance of making strategic choices in communication to minimize unintended consequences and to be more effective.

💡Choice-Driven Behavior

Choice-driven behavior refers to actions that are consciously selected rather than being automatic or involuntary. In the context of the script, Burgoon argues that while some communication behaviors may be biologically driven, much of communication is a choice-driven, goal-oriented activity.

💡Systematic Hunches

Systematic hunches are educated guesses or hypotheses that are based on existing knowledge and are testable. Burgoon describes theories as systematic hunches about how human behavior functions, which are informed by previous research and are meant to be tested for their validity.

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.