Communication Theory Has Emerged Media Essay

Communication Theory Has Emerged Media Essay antithetic schools of thought have define parley in many ways. nonable scholar, G.G. Brown defines talk as transfer of swearation from one somebody to another, whether or not it elicits confidence. But the study transferred must be graspable to the receiver. On the other hand, Fred G. Meyer defines conference as the intercourse by words, letter or messages. Nonetheless, the central theme in all these definitions is the exchange and lam of breeding between two or more parties. This may result to the use of both(prenominal) verbal and non-verbal cues.Evidently, talk affects human livelihood and its behaviour and there is need to demonstrate how it affects undivided actions. Thus, an introspection of how conference system has emerged from the pre-christian era to humourrn times responds to the need of explaining individual actions. The history of conversation dates back to time immemorial, with significant variation in co mmunication technologies evolving in tandem with shifts in socio-political and economic systems. Various modes of communication have after emerged with the passage of time and technological advancements. On the other hand, we are solace able to trace the history of communication to oral and written quarrel.An brainwave into how communication surmise came into being is demonstrated in the Holy Bible. In the aging Testament book of Genesis chapter one, verse three, it reads And God said, allow there be light, and there was light This ex complotion of communication serves to doom that communication existed since time immemorial. God was able to undertake creation finished His speech. Again, get ahead credence to the foundation of communication possibility presents itself in the newly Testament by dint of the book of John chapter one, verses one to two In the beginning there was the Word. The Word was with God, and the Word was God. He was with God in the beginning. Once G od 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 people 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 attribute 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 much of its communication foundation from language mastery. This is well exemplified through Jesus parables.Aside from the religious views of communication theory, there is alike the philosophical basis for communication theory. The proponents of this school of thought are mainly Hellenic philo sophers and historians ranging from Aristotle, Isocrates, Socrates and Plato. From their insights emerged the theory of magniloquence. notwithstanding both Isocrates and Sophists maintaining that rhetorics objective is persuasion, Isocrates promoted its use for human feeler 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 spare to dialectic than to the manner of oral presentation. As such, he favoured the use of moderateness 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 genuine to become a solid basis by which communication is defined in many sectors. Persuasion of individuals by communication extends beyond politics, media, journalism an d even religion. This is achieved through the use of Aristotles Rhetoric principles which include invention, ar holdment, style, persuasion and memory.Despite there being many classes of communication theories, including the seven traditions (classical rhetoric, semiotics, phenomenological, cybernetic, well-disposed psychology, socio cultural communication, and critical traditions), thee major classifications can be adopted by mode of cast Rhetoric theory as a result of the influence of oratory speech complaisant 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 textbook in print 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 continually employ ed in oratory speech to move masses and influence their perception of issues.On the socio-political scope, theories such as Authoritarian, Free press, Commmunist and Social state are notable. These theories help explain communication theory evolution in the wake of various social-political changes in the society. Significantly, these theories tensionsed on the beginning of information dissemination to large population groups and the incident influence on the political class e.g. the governments. Again, they pronounce some of the social plights and classification within society attributed to information approach path. As authoritarian leading was the norm before the widespread prevalence of print media, governments took it upon themselves to restrict watercourse of information to the common people, and as such, lay offdom of expression was strictly guarded. Consequently, the elite group class would deprive the common people the right to information and access through controlli ng media sources. As a result therefore, print media was in low circulation and only accessible to the few due its then senior 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 schooling of other communication media such as radio, television and film. Social responsibility therefore advocated for accountability through government and self regulation in order of magnitude to promote social welfare and equity. Free press was further limited by the communist theory which promoted media control in the make-beli eve of stampive press freedom. Consequently, the medias role was to educate but not to inform the general populace. In addition, the population was expected to post opinion on issues cover by the media so as to foster the so-called greater press freedom and institute greater audience participation. In effect therefore, the Communist theory was associated as a counter to capitalism crusade where the media was in the control of a few media elites and only serving their interests.However, the twentieth century marked a dramatic shift in communication theory evolution. This was brought about by advancement in communication engine room to spur the spread of journalism. Notable events that defined this spread included the item of the World Wars which depicted the strength of information pre-, during, and post war. Information was a tool in itself during the warring period and as such, theories were formulated at once validated. This was articulated through stimulus response theory, p ropaganda 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 scatter rumours and falsehoods either in favour or disfavour of a sealed person or group of persons. Evidently, it was during the World Wars and in the political firmament 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, mobile phones, radio and other forms such as internet and social networking. These media served to spread journalism through provision of information of intelligence agency show and information for public consumption. A number of theories were hence formulated to describe this phenomenon, viz schedule setting theory, two-step flow theory, diffusion of creative activity theory and uses and blessedness theory. agendum setting theory explains a very highly efficient impact of the media the ability to inform the population about essential issues. Agenda setting hypothesizes that communication consists of information and awareness. Therefore in community discussion, media fundamental 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 form _or_ system of government-agenda setting, Media-agenda setting and public agenda-setting. Under public-agenda-setting, the publics viewpoint shows the key issues of extend to Medi a agenda setting shows the significance and depth of news items being covered in relation 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 develop 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 indicate 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 geological formation news items and issues for public consumption. This is well exemplified by how media stations, publishers and news anchors set the news ag enda and consequently, viewers affix much significance to the amount of broadcasted information 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 apply 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 tender information that impacts common or well-known viewpoints. The diffusions process is therefore the effect 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.Another notable viewpoint of journalism spread mass communication in the modern times is the Uses and enjoyment 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 enchant 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 th at individuals constantly seek a media channel to fulfil individualised needs. Consequently, a speciality 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 do 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.