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MODULE 8 | COMMUNICATION CONCEPTS

OBJECTIVE

After studying this module, the student should be able to recall and discuss the concepts contained in Chapter 8 of your text.

ACTIVITY 8

Read Chapter 8 of your text.

Read "The Role of Information in National Development" by Wilbur Schramm in your Additional Readings (p.44)

Which of the concepts discussed in this chapter intrigue you?

Make a list of five concepts that intrigue you the most. Search these topics in the Google Search Engine.

INFORMATION OVERLOAD

Information overload is when you have are bombarded with too much knowledge that your system starts to bog down. "Information overload is the inevitable result of the modern organization’s always-on, more-is-better approach to communication (Klein et al., 2023). Overload has dire consequences on productivity. We use to view information as productive. But when it has become too much, it has now viewed as a burden.

"Information overload has numerous significant adverse effects which include heightened stress levels, confusion, tension, cognitive strain, and even the potential development of mental illness. Other effects include reduced ability to learn, engaging in less thoughtful activities not having a broader perspective, and ultimately, reduced job satisfaction. Information overload can also lead to decreased accuracy, quality, and effectiveness in decision-making, avoidance of information, and reduced productivity for individuals and organizations" (Shahrzadi et al., 2024b).

Klein, L., Earl, E., & Cundick, D. (2023, May 1). Reducing Information Overload in Your Organization. Harvard Business Review. https://hbr.org/2023/05/reducing-information-overload-in-your-organization

Shahrzadi, L., Mansouri, A., Alavi, M., & Shabani, A. (2024). Causes, consequences, and strategies to deal with information overload: A scoping review. International Journal of Information Management Data Insights, 4(2), 100261. https://doi.org/10.1016/j.jjimei.2024.100261

DEPENDENCY MODEL (Media Dependency Theory)

Media dependency occurs when a person has limited real life learnings and experiences that he gets his information mostly on media to fulfill his needs.

This theory is based on Uses and Gratifications Theory. It identifies how people use and become dependent on the importance and influence of media.

communicationtheory.org. (2012, February 12). Media Dependency Theory. Communication Theory. https://www.communicationtheory.org/media-dependency-theory/

DeFleur, M. L., & Ball-Rokeach, S. J. (1976). MEDIA DEPENDENCY THEROY- Mass Communications Context. Uky.edu. https://www.uky.edu/~drlane/capstone/mass/dependency.htm#:~:text=Media%20Dependency%20Theory%20is%20Relatively,each%20person%20in%20different%20ways.

INVASION OF PRIVACY

Communication Privacy Management Theory was developed by Sandra Petronio in 1991. "It states that people share information and maintain certain boundaries based on the expected benefits and costs of self-disclosure. It is a research theory created to understand how people make decisions about sharing information" (communicationtheory.org, 2022).

Boundary is used a s metaphor to differentiate what is private and what is private. A person has the right to control what personal information he or she wants to divulge to the public.

communicationtheory.org. (2022, November 7). Communication Privacy Management Theory-Disclosure Of Information. Communication Theory. https://www.communicationtheory.org/communication-privacy-management-theory-disclosure-of-information/

MEMETICS

"Richard Dawkins has coined the term meme to denote the building blocks of cultural evolution" (Jantke et al., 2012)

Nowadays, memes have become very popular. Anyone who has access to social media have access to millions of memes on the internet. Memetics illustrates how ideas are spread and how they grow. Some become popular and yet some simply disappear. Memes are sometime likened to viruses. They multiply despite truth or logic and then they are gone.

Jantke, K., Fujima, J., Arnold, O., & Schulz, A. (2012). (PDF) Memetic Communication Media - Concepts, Technologies, Applications. ResearchGate. https://doi.org/10.1109//ICMEW.2012.51

THE DIGITAL DIVIDE

Digital divide is the uneven distribution of technology in society. it is the widespread inequality in ICT access.

In the Philippines, we have this notion that everyone is online. This is because we have been called the texting capital of the world. But in reality, not everyone has access to the internet nor can they afford gadgets.

Schweitzer, E. J. (2014, November 17). Digital divide | Bridging the Gap in Society. Encyclopedia Britannica. https://www.britannica.com/topic/digital-divide

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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