Communication Theory: Definition,

Framework and Theories

October 18, 2021 By Hitesh Bhasin Tagged With: Communication

The communication theory is a simple statement proposed by S. F. Scudder that all

living beings communicate through different communication methods.

Table of Contents

What is Communication Theory?

Every living organism communicates to another living organism of his kind through a
unique communication method. For example, animals communicate with each other
but use different sounds; humans interact with each other with the help of different
words, letters, symbols, pictures, or gestures.

The need for communication is present in every living being, and without
communication, we would be like bricks lying around – without movement and life.

The framework of communication theory

The following are a few of the points of the communication theory framework.

1. Mechanical

This point says that communication is a mechanical process that passes from one
location to the other. It is a well-established fact that the one end is the sender from
which the communication originates, and the receiver is where the communication
terminates.

2. Psychological

According to this view, communication is considered a flow of feelings, thoughts, and

information from the sender to the receiver. However, a psychological viewpoint also
believes that communication flows from one point to the other that is from the sender
to the receiver.
This viewpoint also takes into consideration the reactions of the receiver after the
communication is received and understood.

3. Social

Communication is a social process since it involves more than one person trying to
communicate with another person. The social point of view says that communication
is dependent on the content or message. Not only “what” but also “how” a message is
communicated essential.

4. Systemic

This viewpoint says that communication is unique and dependent on the interpretation
of the individual. The receiver is responsible for deriving his conclusion irrespective
of the meaning with which the sender has sent.

5. Critical

This point of view says that communication is a medium in which a person can
express himself or exert authority in a group of people.

Theories of Communication

1. Classical Theories
Authoritarian theory

This theory originated from Plato’s authoritarian philosophy, and it stated that only a
few men should be allowed to manage the state. It also says that mass media is
expected to follow the directives of the country even though the state does not control
the mass media directly.

The thought of freedom was restricted by a few people from the ruling class or upper
class in western Europe under the same Authoritarian approach. Their primary
concern was the emerging middle class, which necessitated them to take steps to
control speech freedom.
The term authoritarian itself explains the inclusion of authority in communication,
which was regulated and suppressed. Ultimately and to no one’s surprise, this resulted
in the emergence of dictatorship.

The fact that a nation is more important than everything else was used to establish
supremacy over the press.

Free Press theory

This theory is also termed Libertarianism, and it is based on a simple principle that
justifies its name, which is the absence of restraint. The free press originated in the
17th century when the printing press was discovered newly, and printing was
relatively inexpensive.

Government taxes were not welcomed by libertarian, and people’s opinion was
prioritized over government decisions.

Social responsibility theory

Since many people criticized the free press theory, the social responsibility theory was
born. They found that free press theory was outdated and should be re-invented. The
social responsibility theory was initiated in America in 1949.

The approach is based mainly on the media since people found out that only a few
people were benefited because of libertarianism theory, while most of them were not.
There were many means by which accountability was held like radio, television, etc.

This theory emphasizes the responsibility of the media towards society.

2. Communist theory
The basis of this theory was the ideologies of Karl Marx. This theory said that the
doctrines of the aristocratic class or the ruling class are the ruling ideas. It was Lenin
who first thought of communist theory since he believed that the freedom of the press
should be controlled.
Education was considered to be the primary and the only purpose of Mass media. It
was thought that the media should educate the people rather than trying to give out
information. Media was seen as a means of knowledge promotion.

3. Development communication theory

The primary ideology which initiated the rise of this theory stated that communication
is the only source of development, and without communication, there would be no
development whatsoever.

Capitalism was legalized under the four classic series. But in the case of development
communication theory, the media is supposed to undertake the role of developmental
programs for society.

Apart from society’s development, there can be no other significant role for the
media, which was emphasized by this theory. However, UNESCO did not support this
theory since development is often equated to government propaganda, according to
this theory.

4. Hypodermic needle or magic bullet or stimulus-

response theory
This theory came into existence during the first world war. The real power of media
was described by this theory, which said that mass media has enormous control and
influence over the mass audience.

This theory also supported the fact that mass media can alter the thoughts and
behaviors of the people. Selective exposure and selective perception the two main
reasons responsible for the effects of mass communication.

The tendency of people that what is the percentage by which people expose
themselves to mass media is called selective exposure. And the inclination of people
to assign a meaning to mass communication according to their pre-notions is called
selective perception and retention.

5. Standpoint theory
Every person belongs to a different social category. The standpoint theory, supporting
this, states that every person has a different rank in the social group. This results in
every person having different views resulting from a different experience.

This individual’s perspective provides only a very close look at the social structure.
People in the lower category of social hierarchy tend to have a better view and a better
understanding of the social system than people who are up in the hierarchy.

6. Actor-network theory
This theory is commonly abbreviated as ANT. This theory suggests that both the actor
and the network are responsible for success. According to this theory, both human and
nonhuman factors are equally accountable for technological innovation and the
knowledge creation process.

The actor-network theory primarily focuses on the forming of the network. Once these
networks are formed, the Actor-network theory focuses on how they can contribute to
success.

7. Adaptive structuration theory

This theory is entirely based on the structures formed because of the rules and
regulations of groups and organizations. Once the structures are built, they become
sound social systems that have a life of their own.

These structures are directly affected by the decision making process.

8. Cognitive dissonance theory

The psychological conflict, which is the result of contradictory thoughts, is called
cognitive dissonance. For example, a person likes a phone but does not support the
price of the product.

The theory states that every person will look for balanced beliefs. This is why to avoid
cognitive dissonance; a person will refrain from hearing any contrasting views to his
views.

9. Constructivism
Cognitively sophisticated people will be successful communicators since they can
create advanced messages for other people. They also can target and perceive more
than one communication goal successfully.

10. Confirmation bias

Every person understands and interprets the world differently. This theory explains
the reason why people see the world differently. The thoughts or information which
reinforces the beliefs of the people are accepted, and the others are rejected.

11. Cultivation theory

This theory believes that most of us believe today that media influences a person’s
sense of reality.  Most of the people are unable to acquire experience by the direct
medium. For example, you cannot be present at every news that is happening around
the world.

Therefore this theory suggests that the viewpoint that you have developed is from
mediated sources and not by direct experience. Thus your thoughts are influenced.

12. Face negotiation Theory

The differences in conflicts between individualistic and collectivist cultures are
highlighted in the face negotiation theory.

As the name suggests, the individualistic approach tries to protect the self and adopt
dominating styles of conflict. Still, collectivist culture values the group and fosters the
conflict style, which integrates or avoids to give others a mutual face.

13. Spiral of Silence theory

This theory suggests that the media publish opinions, and people modify or adjust
their views to avoid being isolated. People who think that their opinions will get
accepted will voice their opinions freely, and people who do not express their
opinions suppress them. These people, with a suppressed point of view, are called
minorities.

14. Diffusion of innovation theory

Neil Gross and Bryce Ryan developed this theory in the year 1943. This theory
stresses the process by which different channels communicate new ideas to different
people. This model also describes various factors that influence people’s thoughts and
actions about the original design or technology.

15. Theory of planned behavior

This theory states that personal judgments and social considerations influence a
person’s intentions to execute a particular action or behavior. The Third element,
which affects a person’s intention, is perceived control. This judgment states that how
people perceive a particular behavior is easy or difficult to perform.

16. Agenda-setting theory

As the name suggests, the agenda is decided and then set. This theory believes that it
is the responsibility of Mass media to determine what should be considered as worthy
of news and what should not be for the general population.

This theory also goes on to state how much attention a particular news story should
receive. The term salience transfer is used to determine the agenda transferring ability
of the media.

17. Theory of reasoned action

This theory considers the fact that a person’s intentions can influence his behaviors.
There are two reasons for this which tell a person if he should perform particular
behavior or not: personal judgments and social considerations. Both of these elements
are also repeated in the theory of planned behavior.

Personal judgment is how a particular person perceives the action, and social concerns
state what someone believes that others should do.

18. Media dependency theory

This theory states that people are entirely dependent on the media to reach their goals
and meet their needs. They believe that the media interacts with people to create
interests, needs, and motives.
The amount of dependency which is influenced depends on the number and centrality
of the information.

19. Communication Accommodation Theory

Often it is seen that people change their communication or adjust their style of
communication with other people. Communication accumulation theory believes the
same. The changes in communication may be in verbal or non-verbal forms.

This is done by convergence and divergence. Some individuals make use of

convergence to seek social approval and also focus on matching their communication
style to that of the person with whom they are speaking.

On the other hand, divergence is primarily used to highlight the differences in the
group. Often, a deviation is used by influential ethnic people or groups of racial pride.

Conclusion

Therefore, communication theories are an essential part of the communication process

as well as the society since many theories are a reflection of society.

The existence of different types of communication theories suggests variation in the

application of communication in society as well as differences in society. What is
Communication

About Hitesh Bhasin
Hi, I am an MBA and the CEO of Marketing91. I am a Digital Marketer and an
Entrepreneur with 12 Years of experience in Business and Marketing. Business is my
passion and i have established myself in multiple industries with a focus on
sustainable growth. You can check my recent posts here
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