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Spiral Of Silence Theory

Spiral of Silence is a theory to which individuals remain silent, due to their views on a certain subject being rather opposite than a common view on it. In other words, not expressing a personal opinion based upon a commonly acknowledged opinion. Normally, this theory occurs when the individual has a fear of being left out due to a group of people agreeing to a certain subject, or the fear of reprisal, in a sense to acquire a not so good consequence. The theory was founded by Elisabeth Noelle-Neutman, 1974, who was a German survey researcher and communication theorist. In general, it describes the difference between a collective and societal opinion with issues that are deemed ‘controversial’.

For instance, let's say someone wants to bring up a controversial topic involving either a recognizable figure or a topic that seems too general. One would be a discussion over pizza toppings. Majority of the group are in favor of no pineapples on pizza, even though a member of the collective does favor pineapples on pizza. Perhaps the certain person will tolerate the opinion, but there is an insecurity from that person's opinion, especially by how the outcome will be performed.

Majority of people should apply the theory in real life in order to prevent any form of social isolation. This really can prevent any form of negative outcome based upon the subject of discussion. Also, it can be a method of keeping the hatred of a subject out of public discourse, like anyone being injusticed by bystanders, when meeting other groups who agree with the individual, it would come out more naturally.

In terms of effects, it often comes across as rather beneficial in a sense that many can often use it to more or less find a group to socialize with.

If using the theory wrongly, there are plenty of issues to arise. Predominantly, not conversing with the right group. When an individual exposes their belief, the group will unveil a negative consequence. In other words, everyone around the individual will not be bothered to converse further with.

Overall, the spiral of silence theory involves remaining silent to an opinion opposite the mainstream. People will often feel insecure and the suffering of social isolation based upon an opinion not similar to the group of discussion. Why people should use the theory would be because it can prevent the social isolation of people. It may also be beneficial to make people find people to socialize further with. However, if not utilizing the silence, a negative consequence will occur.

References:

Mecking, O. (2017, March 10). The ‘Spiral of Silence’ Theory Explains Why People Don’t Speak Up on Things That Matter. The Cut. https://www.thecut.com/2017/03/the-spiral-of-silence-explains-why-people-dont-speak-up.html

Petersen, Thomas. "spiral of silence". Encyclopedia Britannica, 2 Jan. 2019, https://www.britannica.com/topic/spiral-of-silence . Accessed 12 December 2021.

A. (2014b, July 10). The Spiral of Silence Theory. Communication Theory. https://www.communicationtheory.org/the-spiral-of-silence-theory/

Elisabeth Noelle-Neumann & Thomas Petersen: The spiral of silence and the social nature of man. In: L.L. Kaid (Hrsg.): Handbook of Political Communication (pp. 339–356). Lawrence Erlbaum, London 2004.

Thomas Roessing: Öffentliche Meinung. In: Wolfgang Schweiger & Andreas Fahr (Eds.): Handbuch Medienwirkungsforschung (pp. 481-494). Springer, Wiesbaden 2013

Glynn, J.C., Hayes, F.A. & Shanahan, J. (1997). “Perceived support for ones opinions sand willingness to speak out: A meta-analysis of survey studies on the ‘spiral of silence’” Public Opinion Quarterly 61 (3):452-463.

Noelle-Neumann, E. (1991). The theory of public opinion: The concept of the Spiral of Silence. In J. A. Anderson (Ed.),Communication Yearbook 14, 256-287. Newbury Park, CA: Sage.

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Social Judgement Theory

The amount of persuasion created by a given message is based on how much the message's supported stance varies from a person's attitude, according to an attitude change hypothesis. When a communication promotes a stance that is neither obviously acceptable nor clearly undesirable, it is most likely to persuade. See also acceptance latitude, noncommitment latitude, and rejection latitude. [attributed to U.S. psychologists Carolyn Wood Sherif (1922–1982), Muzafer Sherif, and Carl I. Hovland]

The example of the theory is persuasion requires judgement. You will not persuade people if you provide viewpoints that they consider "rejectable." And, according to the hypothesis, this decision is made quite quickly. People don't just take in data and then make snap decisions. People, on the other hand, make these decisions as they acquire information. As a result, the first stage in the persuasive process is determining how individuals judge. Influence is particularly tough when rejection judgments are made. Non-committal and accepting judgments are the only avenues for transformation. When you consider this, a significant implication emerges. If all other factors are equal, it is simpler to persuade someone who has a wider acceptance range than someone who has a wider rejection range. From a purely statistical standpoint, you have a better chance of influencing someone who has a wider acceptability range. It's more likely that you'll offer a viewpoint that the receiver can accept. What can you do, on the other hand, if you have a wide margin of rejection? There are only a few items that this receiver will accept, therefore you must be cautious. You could say a number of things that would be incredibly insulting.

Read over these sentences and notice the range of viewpoints they reflect as an example of social judgement theory.

1. Extra time should be allocated to student athletes to finish coursework.

2. Most student athletes are slackers when it comes to homework.

3. Because their schedules are more chaotic than the ordinary student's, student athletes should be given additional time to finish coursework.

4.Student athletes should be treated in the same way that all other students are.

5. Athletes should have the option of skipping class if they are exhausted from training or games.

People form assessments (judgments) about the content of messages depending on their anchors, or stances, on a given topic message, according to social judgement theory (Sherif & Hovland, 1961; Sherif et al., 1965). A person's attitudes may be classified into three categories, in addition to their anchor. The first is acceptance latitude, which encompasses all concepts that a person deems acceptable. Second, there is the rejection latitude, which encompasses any concepts that a person deems objectionable. Finally, there's noncommittal latitude, which encompasses concepts about which you have no opinion—you don't accept or reject them.

References:

https://dictionary.apa.org/social-judgment-theory

http://healthyinfluence.com/wordpress/steves-primer-of-practical-persuasion-3-0/feeling/social-judgment-theory/

https://www.sagepub.com/sites/default/files/upm-binaries/4985_Dainton_Chapter_5.pdf

http://www.uky.edu/~drlane/capstone/persuasion/socjud.htm

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Theory of Non Verbal Communication

Nonverbal communication is often defined as the process of communicating with others by sending and receiving nonverbal (primarily visual) communications. Ranging from gestures to touch, as well as body language and posture, facial expressions, and eye contact can all be used to convey messages. Material exponential might also be used to express nonverbal communications, such as meaning, things, or artefacts (such as clothing, hairstyles or architecture). Paralanguage includes nonverbal factors including voice quality, pace, pitch, volume, and speaking style, as well as prosodic qualities like rhythm, intonation, and emphasis. Nonverbal components in written texts include handwriting style, spatial arrangement of words, and the physical structure of a page. However, much of the research on nonverbal communication has focused on face-to-face interactions, which may be divided into three categories: the environment in which communication occurs, the physical features of communicators, and communicators' interactions behaviours.

Nonverbal communication encompasses a wide range of expressions, such as facial expressions, body movement, gestures, eye contact, touch, space and voice. Gestures such as waving, pointing, calling, or utilising one's hands when discussing or speaking animatedly might assist us communicate ourselves without thinking too hard. However, the meaning of some gestures may vary greatly among cultures. Unlike gestures, facial expressions and body language are universal. Without saying a word, we can convey a variety of emotions and information through our facial expressions and body language. While most people's major sense is vision, eye contact is a particularly essential kind of nonverbal communication. Many things may be communicated by the way you stare at someone, including attention, affection, animosity, or desire. Maintaining eye contact is also vital for keeping the discussion flowing and measuring the other person's attention and response. Furthermore, touch is a powerful communication tool. Consider how a wimpy handshake, a loving bear hug, a patronising slap on the back, or a domineering grip on the arm all convey very different messages. Finally, physical space and voice are important in nonverbal communication because physical space may transmit a range of nonverbal messages such as closeness and affection, hostility, and authority. Voice, among other things, takes note of your timing and tempo.

Part of the reason why people apply the theory in real life is nonverbal communication is vital in communicating our feelings, we can say. Happy, content, confident, startled, eager, fatigued, anxious, sorrowful, and so on are examples of emotions. Almost all of these are represented through various body motions and facial expressions. We can comprehend one other through assessing each other's facial expressions. When someone tears, for example, it indicates that something has happened to him or her, and others may be able to assist. Nonverbal gestures are the first thing our recipients notice, even before they hear a single word. These symbolic signals may serve as a visual representation of emotion, yet our words provide a different message. Nonverbal clues assist us in communicating meaning, navigating challenging situations, and building solid relationships at home and at work. As a result, facial expressions have become a common form of nonverbal communication among people.

Nonverbal communication is also deemed more delicate and effective than verbal communication, and it may express meaning more effectively than words. A grin, for example, may communicate our feelings more effectively than words. Silent communication plays a significant role in human everyday interactions, influencing one's chances of success or failure in personal and professional social relationships.

Nonverbal communication furthermore has become critical since it informs us about a situation, such as how a person is feeling, how one processes information, and how to approach a person or group of people. Even before they hear a word, our recipients observe our nonverbal movements. Emotions include feelings such as happiness, content, confidence, astonishment, excitement, fatigue, stress, and sadness. Materials, such as clothing, goods, or artefacts, may also be utilised to communicate meaning. Paying attention to and refining your ability to read nonverbal signals is an important skill that everyone may utilise at any level of their career.

References

(2021, July 15). Nonverbal Communication and Body Language. HelpGuide.Org. https://www.helpguide.org/articles/relationships-communication/nonverbal-communication.htm

User, S. (2021). Nonverbal communication. World Mime Organisation. http://www.worldmime.org/en/about-mime/neighboring-theories/102-neighboring-theories/283-nonverbal-communication.html

NCBI - WWW Error Blocked Diagnostic. (2017). US National Library of Medicine. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5346168/

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Media Ecology Theory

The goal of media ecology is to describe how various media environments shape today's society and our daily lives. The theory's central premise is that communication content does not have nearly as much influence as the medium of communication itself. Neil Postman, a media theorist, officially introduced and coined the term "media ecology" in 1968. However, it was Marshall McLuhan's theory proposed in his 1964 book, Understanding Media, that inspired the phrase. McLuhan was the first to propose that the study's focus should be on media rather than the content it communicates. Aside from McLuhan, today's media economy theory acknowledges a variety of influences rooted in sociology, history, education, and twentieth-century economics. Many theorists have offered definitions and perspectives on media ecology over the years. Christine Nystrom, Lance Strate, and Robert Logan are the most notable among them, in addition to Postman.

A key example would be how TV or radio influence human behaviours. Specifically, whatever was portrayed on TV like a form of action or slang, encourages an individual to perform such a certain behaviour. Also whatever is shown on TV depicts a satirical nature of how humans behave with any form of emotion or language. With radio, how individuals interact with one another depicts a sort of satirical nature to how humans would communicate. Furthermore, recurring topics like the news often become a topic of discussion. Overall, without having access to them, people will have a difficulty in regards to joining in conversations or understanding what people are conversing about.

Part of the reason why people apply the theory in real life would be because it can enable us to understand a new form of cultural and social change without dissecting media bit by bit. In other words, throughout our daily lives, we perceive or identify certain details through the lens of a camera, broadcasted through a screen. Furthermore, it can teach people about cultural differences through programs like documentaries or films. Also, songs can be a certain factor to media ecology as they share relatable or certain cultures or beliefs provided its significance to the culture it originates from.

As for effects, the research on media ecology sees content as a form of societal change. Furthermore, it often concentrates on the content rather than the technology. Another thing to note is how it affects society. It helps in affecting human perception and value, as well as making humans' chances of survival much easier. Overall, it helps provide an impact on people who may have a difficulty to communicate when people perform certain acts that can only be derived from any form of physical media.

Issues that may arise would be the over-reliance on these forms of media. The more humans watch how people interact, behave or perform through a screen, the less reliant many may interact with anybody.

In conclusion, media ecology studies about how various forms of media can often shape society and how it affects our daily lives. Tv and radio are often true examples whereas they depict certain aspects of human interaction, based on an act on screen. People often apply the theory in real life due to the fact it can help us understand culture through a social or cultural change. In terms of effects, it changes society as to all being more or less what TV depicts conversation. Lastly, for issues, everyone often becomes too reliant on TV nowadays.

References:

· “Media Ecology – How Media and New Media Influences Life.” Kaialiisa [Online] Available at: https://kaialiisa.wordpress.com/2012/12/03/media-ecology-how-media-and-new-media-influences-life/ [Accessed on: 6 May 2020

· “What Is Media Ecology?” Medium [Online] Available at: medium.com/@brylieharris/what-is-media-ecology-14fa7e8d51f1 [Accessed on: 6 May 2020]

· Ruotsalainen, J. (2015, August 8). Media ecology and the future ecosystemic society - European Journal of Futures Research. SpringerOpen. https://eujournalfuturesresearch.springeropen.com/articles/10.1007/s40309-015-0068-7

· Neil Postman, “The Reformed English Curriculum.” in A.C. Eurich, ed., High School 1980: The Shape of the Future in American Secondary Education (1970)

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Communication Accommodation Theory

Communication Accommodation Theory is a theory which helps adjust everyday people and their method of communication to newer styles of communication. In other words, it helps individuals to adjust their behaviour whilst communicating with others. Howard Giles, 1982, established this theory as he was a professor at the University of California. Furthermore, it is much emphasized between verbal and non-verbal communication. Within this theory, there are two main forms of accommodation. This being Convergence (adapting individuals characteristics to fit in) and Divergence (uses social difference and non-verbal communication between people).

An example of this theory would be when people indulge in using slang everyday people often use. Majority of the time, individuals often use any form of words (short or long meaning) based upon the people they’re communicating with. Like how teens interact, they use slang like ‘lit’ or ‘fresh’ or show different hand gestures like peace signs in order for them to blend in with how kids talk nowadays. Or maybe for the rich, they showcase much more discipline and power with their sense of style, as well as how they interact with English words that are much more unordinary.

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One reason for the theory to be important and used in real life would be to understand the body language of how many interact. Like how kids of the next generation are forming a new language that every kid should indulge into. Another one would be suspecting why, when, and how people adjust communicative behavior when others commune. Furthermore, it can be used when people have the tendency to potentially not offend anyone based upon their style or beliefs.

An effect towards this theory comes in the form of understanding how to blend in with society as well as understanding how to interpret or adjust towards newer methods of communication.

With regards to its issues, as the theory goes on, concern has risen. Recent views of the theory have been deemed discursive and not propositional, Giles & Noels (1997); Giles & Ogay (in press); Giles & Wadleigh (1999). Other than that, there are not many issues involved with the theory.

Overall, CAT is essential to society as of today. It shows to us that using this method can help us adjust or adapt to different forms of communication. Furthermore, it shows significance to how we commune on a daily basis with the language continuously advancing and progressing as the times go by. However, the theory can be discursive in a sense that many may find obscure or unwarranted.

References:

A. (2014, July 7). Communication Accommodation Theory. Communication Theory. https://www.communicationtheory.org/communication-accommodation-theory/

businesstopia. (2018, February 15). Communication Accommodation Theory. https://www.businesstopia.net/mass-communication/communication-accommodation-theory#:%7E:text=For%20example%2C%20people%20adopt%20the,%2C%20powerful%2C%20weak%2C%20etc.

Libretexts. (2021, May 1). 4.3: Communication Accommodation Theory. Social Sci LibreTexts. https://socialsci.libretexts.org/Bookshelves/Communication/Introduction_to_Communication/Communicating_to_Connect_-_Interpersonal_Communication_for_Today_(Usera)/04%3A_Culture/4.03%3A_Communication_Accommodation_Theory

Gallois, C. & Ogay, Tania & Giles, Howard. (2005). Communication accommodation theory: A look back and a look ahead. Theorizing About Intercultural Communication.