COMMUNICATION THEORIES: A JOURNEY THROUGH TIME

Communication is a fundamental aspect of human interaction, and over the years, numerous theories and models have been developed to understand and explain this complex process. For those preparing for the NET-JRF exam, having a grasp of these theories is essential. Let’s take a chronological journey through some of the most important communication theories and models, exploring their origins and significance.

The Foundations of Communication Theory

1. Magic Bullet Theory (1938) – Harold Lasswell
   • This early theory suggests that media messages are like “magic bullets” that directly influence the audience’s thoughts and behaviors.
2. Lasswell Model (1948) – Harold Lasswell
   • Lasswell’s model introduced the concept of communication as a process involving a sender, message, medium, receiver, and effect.
3. Shannon and Weaver Model (1949) – Claude Shannon and Warren Weaver
   • This model, originally developed for telephone communication, introduced the idea of noise interfering with the transmission of a message.
4. Modernisation Theory (1950) – Daniel Lerner
   • This theory explores how media can be used to promote modernization and development in societies.

Mid-20th Century Developments

5. ABX Model (1953) – Theodore M. Newcomb
   • Newcomb’s model focuses on the relationships between communicators and the objects of their communication.
6. Two-Step Theory (1955) – Katz and Paul Lazarsfeld
   • This theory suggests that media effects are mediated by opinion leaders who influence others in their social networks.
7. Congruity Theory (1955) – Charles Osgood
   • Osgood’s theory examines how people strive for consistency in their attitudes and beliefs.
8. Gerbner Model of Communication (1956) – George Gerbner
   • Gerbner’s model emphasizes the role of perception in the communication process.
9. Cultivation Theory (1960) – George Gerbner
   • This theory explores how long-term exposure to media content can shape an individual’s perceptions of reality.
10. SMCR Model (1960) – David Berlo
    • Berlo’s model breaks down the communication process into Source, Message, Channel, and Receiver.

Innovations and Expansions

11. Diffusion of Innovation (1962) – Everett M. Rogers
    • Rogers’ theory explains how new ideas and technologies spread through societies.
12. Agenda Setting Theory (1968) – McCombs and Shaw
    • This theory posits that the media doesn’t tell us what to think, but what to think about.
13. Uses and Gratification Theory (1974) – Katz
    • This theory explores how individuals actively seek out media to satisfy specific needs and desires.
14. Dependency Theory (1976) – Ball-Rokeach and Melvin DeFleur
    • This theory examines the relationship between media, audiences, and society, emphasizing the dependency of audiences on media.
15. Convergence Model (1981) – Kincaid
    • Kincaid’s model focuses on the convergence of understanding between communicators.

Cognitive Theories

1. Cognitive Dissonance Theory – Leon Festinger
   • Explores how individuals strive to reduce the discomfort caused by conflicting beliefs and behaviors.
2. Cognitive Consistency Theory – Robert Abelson
   • Examines how people maintain consistency in their beliefs and attitudes.
3. Information Theory – Claude E. Shannon
   • Focuses on the quantification, storage, and communication of information.
4. Balance Theory – Fritz Heider
   • Explores how individuals maintain balance in their relationships and attitudes.
5. Social Judgment Theory – Muzafer Sherif
   • Examines how individuals judge and assimilate new information.
6. Inoculation Theory – William McGuire
   • Explores how individuals can be inoculated against persuasive messages.

Communication Models

1. Hub Model of Communication – Hiebert, Ungurait, and Bohn
   • Emphasizes the central role of communication in society.
2. Bootstrap Model – Capra
   • Explores the self-organizing nature of communication systems.
3. Stagmallite Model – Wilbur Schramm
   • Focuses on the stages of communication development.
4. Magic Multiply Model – Wilbur Schramm
   • Explores the multiplicative effects of communication.
5. Multiplicity Model – Jan Servaes
   • Emphasizes the diversity of communication processes.
6. Gate Keeping Model – Kurt Lewin
   • Examines how information is filtered and controlled in communication.
7. Meta-Theory of Communication – Majid Tehranian
   • Explores the overarching principles of communication.
8. Circular Model – Wilbur Schramm
   • Emphasizes the cyclical nature of communication.
9. Helical Model (1967) – Frank Dance
   • Visualizes communication as a helical process, continuously evolving.
10. Osgood-Schramm Model (1954) – Charles Osgood and Wilbur Schramm
    • Focuses on the interactive nature of communication.

Social and Cultural Theories

1. Play Theory – William Stephenson
   • Examines the role of play and entertainment in communication.
2. Pleasure Theory – Emile Durkheim
   • Examines the role of pleasure in communication.
3. Conference Theory – Charles Osgood
   • Explores the role of conferences and meetings in communication.
4. Spiral of Silence Theory – Elisabeth Noelle-Neumann
   • Examines how individuals may remain silent when they perceive their opinions to be in the minority.
5. Ritual Model/Sociological View of Communication – Riley and Riley
   • Explores the ritualistic and sociological aspects of communication.
6. Ritual View of Communication – James W. Carey
   • Emphasizes the cultural and ritualistic dimensions of communication.

These theories and models provide a comprehensive understanding of the communication process, each offering unique insights into how we share and interpret information. Whether you’re preparing for an exam or simply interested in the field of communication, these foundational concepts are essential knowledge.