Communication Theory Has Emerged Media Essay

Communication Theory Has Emerged Media EssayDifferent schools of thought yield defined conversation in many ways. Renowned scholar, G.G. Brown defines communication as transfer of information from one person to anformer(a), whether or not it elicits confidence. entirely the information transferred must be understandable to the receiver. On the other hand, Fred G. Meyer defines communication as the intercourse by words, letters or messages. Nonetheless, the central theme in all these definitions is the exchange and f execrable of information between two or more parties. This may result to the role of both verbal and non-verbal cues.Evidently, communication affects kind-hearted livelihood and its behaviour and there is need to demonstrate how it affects individual actions. Thus, an introspection of how communication opening has emerged from the pre-christian sequence to regularityrn times responds to the need of explaining individual actions. The muniment of communication date s back to time immemorial, with significant variation in communication technologies evolving in tandem with shifts in socio-political and economic systems. Various modes of communication have afterwards emerged with the passage of time and technological advancements. On the other hand, we argon still able to trace the history of communication to oral and written speech.An insight into how communication possibility came into existence is demonstrated in the Holy Bible. In the Old Testament book of Genesis chapter one, verse three, it reads And God said, Let there be light, and there was light This expression of communication serves to show that communication existed since time immemorial. God was able to undertake creation by dint of His speech. Again, further credence to the foundation of communication theory presents itself in the New Testament through the book of John chapter one, verses one to two In the beginning there was the enunciate. The Word was with God, and the Word was God. He was with God in the beginning. Once God created man, He was able to connect with him by words. This is revealed through the stories of Adam and Eve, Abraham, Noah, Moses and many others in the bible. Further, God communicated with prophets, and his stack through visions, dreams, words, signs and symbols.Notably, the Old Testament portrays the usage of communication through figures of speech, especially through metaphors. Metaphors were widely used to intimate deeper meaning in speech and writing. This allot is well observed in the books of Proverbs and Psalms. As such, the pre-christian era was well founded in communication through language use and its mastery. The same applies to the Christian era as well which derives ofttimes of its communication foundation from language mastery. This is well exemplified through Jesus parables.Aside from the religious projects of communication theory, there is also the philosophical bum for communication theory. The proponents of this school of thought are mainly Greek philosophers and historians ranging from Aristotle, Isocrates, Socrates and Plato. From their insights emerged the theory of rhetoric. Despite both Isocrates and Sophists maintaining that rhetorics objective is pur thinking, Isocrates promoted its use for human improvement while Sophists held the view that rhetorics purpose was for self-praise and thrift. Given the divergent views on the purpose of rhetoric, Plato also weighed in on the matter showing favour to dialectic than to the manner of oral presentation. As such, he favoured the use of reason and rationality in arguments. On the other hand, Aristotle sought to chart a defining measure to communication theory as the mode by which a person interacts with his/her audience.Due to the insights of the aforementioned philosophers, rhetorical theory has developed to become a solid basis by which communication is defined in many sectors. Persuasion of individuals by communication extends beyon d politics, media, journalism and even religion. This is achieved through the use of Aristotles Rhetoric principles which include invention, arrangement, style, persuasion and memory.Despite there being many classes of communication theories, including the seven traditions (classical rhetoric, semiotics, phenomenological, cybernetic, social psychology, sociocultural communication, and critical traditions), thee major classifications can be adopted by mode of influence Rhetoric theory as a result of the influence of oratory speech social communication theories resulting from socio-political changes and theories of mass communication as a result of journalism spread. In its modern form today, rhetoric theory is interrelated with traditional forms of communication theory, e.g. semiotics. Through the propagation of text in mark media or images in visual media, which are both sign elements, the mass audience is able to be persuaded along cultural lines. As such, signs and symbols are con tinually employed in oratory speech to move masses and influence their perception of issues.On the socio-political scope, theories such as Authoritarian, throw in press, Commmunist and Social responsibility are notable. These theories help explain communication theory evolution in the wake of various social-political changes in the society. Significantly, these theories focussed on the beginning of information dissemination to braggy population groups and the accompanying influence on the political class e.g. the governments. Again, they pronounce some of the social plights and classification within society attributed to information access. As despotical leadership was the norm before the widespread prevalence of print media, governments took it upon themselves to restrict flow of information to the parking area people, and as such, excessdom of expression was strictly guarded. Consequently, the elite group class would deprive the common people the right to information and acce ss through controlling media sources. As a result therefore, print media was in low circulation and only accessible to the few due its then high price. Nevertheless, with the clamour for free will in the 17th century, Libertarianism/Free press took over. This was significantly influenced by the emergence of print media which in time became affordable to the common populace and reflective of their views which were previously gagged under authoritarian leadership.On the other hand, as free press offered an avenue for expression of free will, it was noted to be devoid of social responsibility. This necessitated the need for checks and balances, especially with the development of other communication media such as radio, television and film. Social responsibility therefore advocated for accountability through government and self regulation in govern to promote social welfare and equity. Free press was further limited by the communist theory which promoted media control in the guise of e ffective press freedom. Consequently, the medias role was to educate but not to inform the general populace. In addition, the population was expected to post sagacity on issues covered by the media so as to foster the so-called great press freedom and institute greater audience participation. In effect therefore, the Communist theory was associated as a counter to capitalism trend where the media was in the control of a few media elites and only serving their interests.However, the 20th century marked a dramatic shift in communication theory evolution. This was brought slightly by advancement in communication applied science to spur the spread of journalism. Notable events that defined this spread included the occurrence of the World Wars which depicted the attitude of information pre-, during, and post war. Information was a tool in itself during the warring period and as such, theories were formulated once validated. This was articulated through stimulus reaction theory, prop aganda and many more theories. Stimulus response theory took note that mass media has a significant effect on individuals perception of issues and in response, people would ordinarily subject themselves to viewership that conforms to their beliefs and attitudes. Propaganda theory on the other hand was used to great effect to spreading rumours and falsehoods either in favour or disfavour of a certain person or group of persons. Evidently, it was during the World Wars and in the political sphere that propaganda is commonly used. Derived from rhetoric theory, propagandas main objective is persuasion in order to influence peoples perception of issues at hand. Nonetheless, in the modern day setting, propaganda is also employed in advertising, marketing and socio-economic conflicts.Again, technological advancement brought with it new media of communication e.g. television, computer, brisk phones, radio and other forms such as internet and social networking. These media served to spread journalism through provision of information of news and information for public consumption. A number of theories were hence formulated to describe this phenomenon, viz Agenda setting theory, two-step flow theory, diffusion of innovation theory and uses and gratification theory.Agenda setting theory explains a very highly effective impact of the media the ability to inform the population about essential issues. Agenda setting hypothesizes that communication consists of information and awareness. indeed in conjunction discussion, media interaction has an influence on community understanding of various issues. These may range from state policies, economic system, and other community issues. As a result, a classification of agenda-setting emerges Policy-agenda setting, Media-agenda setting and public agenda-setting. Under public-agenda-setting, the publics viewpoint shows the key issues of concern Media agenda setting shows the significance and depth of news items being covered in re lation to their coverage in various media stations Policy agenda-setting points to the influence that a reported issue has on policy makers. In effect therefore, Agenda setting has led to the prominence of the CNN Effect whereby 24-hour news channels set the international news agenda. In fact, locals in the developing nations view their news items captured in these channels as being of very prime importance.Nonetheless, Agenda setting is based on thinking that media does not necessarily establish reality they narrow it down and shape it media focus on a few problems and topics bring the community to understand those problems as more essential than other problems. For this reason, agenda-setting helps individuals comprehend the role of the media in shaping news items and issues for public consumption. This is well exemplified by how media stations, publishers and news anchors set the news agenda and consequently, viewers affix much significance to the amount of broadcasted informati on and its position in the broadcast.The two-step theory theorizes how casual relationships play a part in changing the way in which individuals take up relevant information from media campaigns. Consequently, the primary source of information for the public is normally the newspaper and radio segments, whose information bits is adopted by opinion leaders who further relay the information to the less active segment of the society. In effect therefore, informal social groupings have some influence on society information uptake and dictate which information is worth sharing.Diffusions of Innovations theory explains the mode by which a new concept or exercise is conveyed to individuals through certain communication programs over time. Consequently, the selected mode of transfer assists in explaining the aspects that impact individuals ideas and activities. Therefore, the media selected as well as cultural interaction provide information that impacts common or well-known viewpoints. The diffusions process is therefore the procedure by which technological advancement is conveyed through certain media over a certain period among individuals in a social system. An illustration of how diffusions of innovation theory is prominent is through social media e.g. the youth accessing information and news in the internet mode via facebook. other notable viewpoint of journalism spread mass communication in the modern times is the Uses and Gratification theory. This concept describes the uses and features of the press for diverse user groups ranging from the people, and the community in general. In order to describe how people use mass journalism to please their needs, the theory seeks what people do with the medial identifies their intentions for particular media use and examines the individual effect of a particular media use. The main underlying factor of the theory is the supposition that individuals constantly seek a media channel to fulfil in the flesh(predicate) needs. Consequently, a medium is frequently used when the current purposes to use the medium results in more gratification.In light of the evolution of communication theory from pre-christian era to the modern times, it is definite that communication has evolved over time. Its mystery is captured in Gods creation act and its complexity has been researched by various scholars. The Greek philosophers made wise attempts in its definition which apparently form the cornerstone of todays knowledge. On the other hand, global socio-political events and transformation have further shaped communication theory development. And yet, as technology continues to advance, further definitions of communication shall continue to be formulated to track its changes with time.