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Communication Theories: Agenda Setting, Aristotle's Persuasion, Cognitive Dissonance, Systems Theory

This lecture reviews communication theories such as Agenda Setting Theory, Aristotle's Theory of Persuasion, Cognitive Dissonance Theory, and Systems Theory. Learn how media influences agendas and perception, persuasive techniques, and cognitive processes.

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Communication Theories: Agenda Setting, Aristotle's Persuasion, Cognitive Dissonance, Systems Theory

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  1. KOM5111 COMMUNICATION THEORY SECOND MEETING LECTURE SECTION 2: INTERPERSONAL, GROUP AND ORGANISATIONAL COMMUNICATION THEORY Saturday, 23rd July 2011

  2. Review of first-meeting lecture The following communication theories were discussed during the first meeting: 1. Berlo’s Theory 2. Schramm’s Theory 3. Westley Maclean Theory

  3. The following communication theories will be discussed today: 1. Agenda Setting Theory 2. Aristotle’s Theory of Persuasion 3. Cognitive Dissonance Theory 4. Systems Theories of Communication

  4. AGENDA SETTING THEORY - The Agenda Setting Theory was introduced in 1972 by Maxwell McCombs and Donald Shaw - The Agenda Setting Theory was developed based on the 1968 presidential campaign - The Agenda Setting Theory was also developed based on the concept of the Magic Bullet Theory

  5. AGENDA SETTING THEORY - The Agenda Setting Theory (AST) is inline with the Theory of Persuasion (TP) - Difference between AST and TP: * AST done via media * TP can be done via media or interpersonally

  6. AGENDA SETTING THEORY Question 1. According to the Agenda Setting Theory, media is able to influence people’s mind and perception about a particular issue by making that particular issue as the main agenda 2. According to the Agenda Setting Theory, media is only able to focus and highlight an issue, but the mediais not able to influence people’s mind and perception about the issue

  7. Aristotle Theory of Persuasion - Aristotle (384-322 B.C), a Greek Communication Scholar (Greek Philosopher) developed a theory which looks at how persuasion is used in communication - Element of persuasion: how a message is written and delivered

  8. Aristotle Theory of Persuasion - In 335 B.C., Aristotle listed down 3 main categories/methods of PERSUASION: * ETHOS * PATHOS * LOGOS - Persuasion occurs by using either one or all three of the above categories of persuasion (Ethos, Pathos, Logos)

  9. Aristotle Theory of Persuasion ETHOS - Ethos, Greek word meaning credibility, can be trusted and respected - Persuasion through Ethos is done through ethical values and the ability to communicate effectively - Physical appearance of sender of message is important in the context of Ethos

  10. Aristotle Theory of Persuasion ETHOS - Persuasion strategy using Ethos in Communication Contexts: * done by someone from the religious institutions * done by someone from the educational institutions * done by someone with knowledge and experience, example from social institutions (family, support groups etc)

  11. Aristotle Theory of Persuasion PATHOS - Pathos, Greek word which means Emotion (as in Emotional) - Persuasion strategy by means of Pathos is done by touching on the feelings of others - Done through verbal and facial expressions, gesture of sadness etc

  12. Aristotle Theory of Persuasion LOGOS - Logos, Greek word which means Logical Reasoning - Persuasion using Logos is done by means of giving verbal logical arguments and reasonings - Effectiveness of persuasion using Logos is based on good communication skills

  13. Cognitive Dissonance Theory Cognitif Theory Cognitive refers to beliefs, perceptions, actions, reactions etc. Cognitive happens in the mind Example: - belief in God - belief in good is better than evil - belief in reincarnation - belief in mythical events

  14. Cognitive Dissonance Theory (3 categories) 1. Consonant cognitions 2. Dissonant cognitions 3. Unrelated Cognitions

  15. Cognitive Dissonance Theory Consonant cognitions - Cognitions which are believed to have a positive (+ve) relationship between beliefs and action - Consonant refers to the relationship between two or more ideas/opinions (cognitive) which are logically consistent with one another

  16. Cognitive Dissonance Theory Dissonant Cognitions -Cognitions which are believed to have a negative (-ve) relationship between beliefs and action - Consonant refers to the relationship between two or more ideas/opinions (cognitive) which are logically inconsistent with one another

  17. Cognitive Dissonance Theory Unrelated Cognitions - Cognitions which are believed to have no relationship between beliefs and action - Consonant refers to the relationship between two or more ideas/opinions (cognitive) which are not related to each other

  18. Systems Theory - Sytems Theory was developed by Ludwig Von Bertalanffy in 1928 - Systems Theory explains communication events occurring within the organization (system) in relation to the external environment - Elements of Systems Theory are input, throughput, output, outcome, feedback and environment

  19. Systems Theory Input - Input is anything that enters the system from its environment. Inputs are anything which happens outside the system (Gilchrist 1994) Throughput - Throughput refers to what the system does with the input. Throughput happens inside the system (Gilchrist 1994) Output - Output is anything sent from the system to the environment. Output occurs when something leaves the system (Gilchrist 1994)

  20. Systems Theory Outcome - Outcome refers to the response of the environment to the system’s outputs. Outcomes happen outside the system (Gilchrist 1994) Feedback - Feedback refers to how the system learns about the outcomes. Feedback is a type of input that gives information about prior outcomes (Gilchrist 1994) Environment - Environment is anything which is considered external to the system (organization) (Gilchrist 1994)

  21. END SECOND LECTURE @Dr. Mohd Nizam Osman July 2011

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