A First Look at Communication Theory, 8th Edition by Em Griffin

By Em Griffin

The main widely-used textbook for the verbal exchange thought path, a primary examine communique concept analyzes the foremost communique theories at a degree that's acceptable for either decrease- and upper-level classes. The theories represented within the textual content replicate a mixture of foundational and up to date scholarship and strike a stability of clinical and interpretive techniques.

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And the goal is the acquisition and use of a MasterCard—the purpose. Burke holds that as a drama develops, the symbolic action moves through different stages. ”5 In this ad, the symbolic action starts with confusion—Wendy dropping the tray of food. It moves through pain and destruction—Johnny scalded by steam, the mover dropping the piano, the paperboy breaking the window. And by the end, the drama arrives at manliness, money, and acceptance—football helmets crashing together (manliness) and forming the MasterCard logo (money), Johnny giving a thumbs-up signal (acceptance).

Individuals who feel like puppets on strings say, “I had to . . ,” while people who feel they pull their own strings say, “I decided to . . ” In the same way, the language of scholarship often reflects theorists’ views of human nature. Behavioral scientists usually describe human conduct as occurring because of forces outside the individual’s awareness. Their causal explanations tend not to include appeals to mental reasoning or conscious choice. They usually describe behavior as the response to a prior stimulus.

For example, did Marty convince you that the MasterCard ad was an attempt to equate manliness with money? ”7 HUMAN NATURE: DETERMINISM OR FREE WILL? Determinism The assumption that behavior is caused by heredity and environment. 8 Hard-line determinists claim that every move we make is the result of heredity (“biology is destiny”) and environment (“pleasure stamps in, pain stamps out”). On the other hand, free-will purists insist that every human act is ultimately voluntary (“I am the master of my fate: I am the captain of my soul”9).

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