Comm Theory | Semi-Finals

Elisabeth Noelle-Neumann

• the German political scientist, contributes the famous model called "Spiral of Silence."

• she was the President of the "World Association for Public Opinion Research" from 1978 to 1980.

1947

the year when Neumann and her husband founded the "Public Opinion Organization" in Germany.

Fear of Rejection

• Rejecting their personal opinion from the public will help avoid a fight inside their company or within groups inside the company.

• In this social environment, people fear rejection to express their opinion or views, and they know well what behaviors will make a better likelihood. It’s called “fear of isolation.”

Spiral of Silence Theory

this theory describes a dynamic process, where there is an affirmation about public opinion in mass media, which gives more coverage for the majorities in the society and significantly less coverage for minorities.

Social Presence Theory

• this theory explains how communication media differ in their ability to make people feel that another real person is psychologically and socially present during an interaction.

• this theory is about how strongly a communication method creates the feeling that you are interacting with a real, socially connected person rather than simply receiving information through technology.

Communication Channels

• the Social Presence theory suggests that _______ vary in their degree of social presence. A medium with greater social presence tends to feel warmer, more personal, and more immediate.

John Short, Ederyn Williams, and Bruce Christie

they developed the Social Presence Theory in 1976

Communication

this does not only involve the exchange of information. It also involves the feeling that another person is present, accessible, and emotionally connected to us.

Social Presence

• refers to the degree to which another person is perceived as being real, present, and socially connected during communication.

• This is the degree to which a communication partner is perceived as a real and socially present person.

High Social Presence

it makes an interaction feel more personal.

Communication Medium

is the channel through which people communicate.

Interpersonal Cues

are signals that communicate feelings, attitudes, relationships, and intentions.

Immediacy

refers to the degree of closeness or directness experienced during communication.

Warmth

refers to the degree to which communication feels friendly, personal, and emotionally connected.

Psychological Presence

Social presence is not simply about physical distance. Two people may be physically separated but still experience strong social presence.

Joseph B. Walther

he developed the Social Information Processing Theory in 1992

Computer-Mediated Communication

SIPT explains how people develop relationships and communicate through _______, such as online messaging, email, social media, and other digital platforms.

Social Information Processing Theory

• this theory explains that people can develop interpersonal relationships online, even when communication does not include physical presence, facial expressions, gestures, or vocal cues

• The theory challenges the idea that online communication is automatically less personal than face-to-face communication.

• this theory states that people can develop meaningful interpersonal relationships through online communication by adapting to the available social cues and using repeated interaction over time

Impersonal

Walther argued that computer-mediated communication is not necessarily ________.

Social Cues

are pieces of information that help people understand another person's feelings, personality, intentions, or relationship with them.

Time

it is very important in SIPT

Hyperpersonal Communication

This refers to situations where online communication can sometimes become more personal, intimate, or emotionally intense than face-to-face communication.

Communication Accommodation Theory

• this theory states that people modify their communication behaviors to either: become more similar to others, or emphasize differences from others.

• in simple term people adjust the way they communicate depending on the person or group they are interacting with.

Convergence

happens when a person adjusts their communication to become more similar to another person's communication style.

Divergence

happens when people deliberately emphasize differences between themselves and others.

Maintenance

occurs when a person does not change their communication style, even though the other person has a different communication style.

Overaccommodation

occurs when a person adjusts their communication too much or in a way that may be inappropriate, patronizing, or offensive.

Agenda-Setting Theory

In this theory, it occurs through a cognitive process known as “accessibility.” Media provides information that is the most relevant food for thought, portraits the significant issues of society, and reflects people’s minds.

Donald L. Shaw

Proponents of Agenda-Setting Theory are; Maxwell McCombs and who?

First Level

The researchers usually use this level to study media uses and its objectives or the influences that media create on people and the most proximal thought that people will have on the exposure to the information given by the media house.

Second Level

In this level, the media focuses on how people should think about the nature of the issues. Thus, the sensationalization of news reports may happen to bring in the interest of the audience.

Gatekeepers

these are the powerful authority who ensure suitable materials are disseminated to the masses because some issues are essential to the media but not to the masses.

Priming

Agenda-Setting Theory | Priming or Framing

• the media gives the utmost importance to a particular event such that it gives people the impression that that specific news is the most important one. This is done daily. The selected news report is carried on like a heading or covered regularly for months.

Framing

Agenda-Setting Theory | Priming or Framing

• is a process of selective control.

• it deals with how people attach importance to certain news. For example, in the case of an atack, defeat, win, and loss, the media frames the news in such a way that people perceive it from a different angle.

Sandra Ball-Rokeach

Proponents of Media Dependency Theory are; Melvin Defleur and who?

Media Dependency Theory

According to this theory, there is an internal link between media, audience, and the large social system. The audience learning from the real-life is limited, so they can use media to get more information to fulfill their needs.

Active Audience

Media Dependence Theory |

• the degree of dependence is directly proportinal to; Individual, Social Stability and what?

T

T or F

• Maximum numbers get more vocal space in society, and lesser numbers become less vocal space or become silent.

T

T or F

• Spiral of Silence theory has both micro level and macro level explanatory processes.

T

T or F

• Spiral of Silence theory It helps in raising questions about considering the role and responsibility of media in society.

T

T or F

• Spiral of Silence Theory does not consider the other explanation of silencing. In some cases, the person may feel the majority’s ideas or opinion is much better than his own view.

Stage 1: Initial Interaction

SIPT suggests that relationships can develop through several stages |

• In this stage people begin communicating.

Stage 2: Information Exchange

SIPT suggests that relationships can develop through several stages |

• In this stage they begin sharing personal and social information.

Sender

• The person can carefully construct messages.

Receiver

• These may idealize the sender based on limited information.

Channel

• The communicator has time to edit, revise, and carefully select messages.

Feedback

• Repeated positive interactions can strengthen the relationship.