Model of Communication- Berlo and Wendell Johnson

Communication Theory as a Field

               "Communication Theory as a Field" is a 1999 article by Robert T. Craig, attempting to unify the academic field of communication theory. At that time, communication theory textbooks had little to no agreement on how to present the field or what theories to include in their textbooks. Communication theory is a field of information theory and mathematics that studies the technical process of information and the process of human communication.

               The term ‘communication theory’ was not widely used until 1940s. The term first appeared in electrical engineering and later, it developed into a new science of communication with social application. Communication was essential to prevent the war after World War II. After the World War II, world was divided into the first world and the third world; the first world was economically prosperous and the third world was economically struggling. The agenda of development aid to the third world was processed through the communication. Many multilateral organizations were established like UNCHR, UNDP, USAID, FAO, ILO, and USAID etc which mobilized the development aid and helped the underdeveloped nation to progress. It helps to balance and cooperate between the nations. As communication research grew rapidly in 1940, it began gaining recognition as interdisciplinary field. The research and theoretical writing were not limited to engineering theories but covered philosophical theories of persuasion and verbal behavior, sociological theories of group and mass communication and rhetorical theories of public discourse and speech communication. Although the field had existed in name for only few years, it holds it roots thousand years back.  

               Craig in his argues that communication theorists can become unified in dialogue by charting what he calls the "dialogical dialectical tension", or the similarities and differences in their understanding of "communication" and demonstrating how those elements create tension within the field. Craig mapped these similarities and differences into seven suggested traditions of communication theory and showed how each of these traditions understand communication, as well as how each traditions understanding creates tension with the other traditions.

              The Seven Established Traditions of Communication

1. Rhetoric Theory: Rhetoric tradition views communication as an art of practical discourse. It is the oldest tradition that grew out of practices of oratory and debate in democratic polis in ancient Greece. It was first theorized in the writings of Aristotle and Plato and was elaborated later by Cicero in his writings that influenced rhetorical educational system for upcoming centuries. This tradition deals with what to say. 
2. Semiotic Theory: Semiotic theory views communication as the study of signs. Modern semiotic theory began from 17^th Century English philosopher John Locke who wrote that communication requires attaching clear ideas to the words. Semiotic theory of communication is the process with usage of signs (including language and other non verbal codes) that helps to communicate in subjective gap because the way of understanding differs from each individual.  For semiotic theory, communication problems are misunderstanding or unconscious misinterpretation of data due to difference in understanding the usage of codes. 
3. Phenomenology Theory: This tradition helps to understand communication as the experience of self and others in a dialogue. Like semiotic, the problem in communication arises due to the gaps between subjective viewpoints as one cannot directly experience others consciousness.
4. Cybernetics Theory: Cybernetics views communication as the flow of information. It grew from mid 20^thcentury from electrical engineering. It downplays the differences between human communication and other kinds of information processing systems. Problem in communication arises due to glitches in information processing. Unlike other traditions, the problem is not due to what to say, meaning of signs or lack of authenticity but is due to unwanted patterns of interaction that can be difficult to change except by disrupting the system in some way.
5. Social Psychology Theory: It views communication as social interaction and influence. The psychological factor affects the communication process often with little awareness by communicators of the underlying causes at work. Mass media influences the individual in larger scale. Like the rhetorical tradition, this theory is concerned with effective communication but unlike rhetoric’s humanistic tradition, social psychology is a scientific tradition that emphasizes understanding the causes that statistically determine communication outcomes.
6. Socio-cultural Theory: It views communication as a process of interaction that produces and reproduces shared meanings, rituals and social structures. This theory is derived from sociological and anthropological thoughts. There is tension in this theory between macro and micro approaches. Macro approach begins with society as a whole and show how society functions through communication at the same time. Micro approach begins with everyday social interaction and shows how meanings and social relations are created, maintained and altered in local, moment-moment communication.
7. Critical Theory: This theory views communication as a discourse in which implicit assumptions behind what is said can be freely discussed and mutual understanding can be achieved. Critical theory argues that the power structure in society prevent geuine communication by excluding the voice of less powerful group systematically.

       The great variety in communication theory allows for multiple perspective on issue of communication. Many communication theorists use hybrid of these seven traditions, as well as other perspective. These traditions are just some of the numerous ways in which communication can be examined. In the contemporary society, socio psychological are more valid because it will help to study a persons aspiration and motives. In today's world people are more prone to depression and suicide cases but understanding a individual can prevent them from harmful events.