Theory About Theory!!!!!
Communication is the underlying engine behind societies ability to build and rebuild. Communication is the ability to create or destroy relationships. Communication is a crux to understanding virtually anything as long as we are able to work together. However, communication is viewed as an ambiguous part of life. People are unable to pinpoint an exact definition of communication and the impact it has on society and people as a whole. As seen with these diverse quotes communication is talked about with different connotations and context.
( take a look at these quotes)
"The most important thing in communication is to hear what isn't being said"-Peter Drunker
Thus, communication needs to be studied with this ambiguity in mind. As in do we study communication with an interpretative or objective approach? Interpretative scholars keep in mind that every individual is different and interprets things with a degree of differentiating opinions. Due to different experiences in life no two people are exactly the same. Thus "Interpretive scholars look at the linguistic work of assigning meaning or value to communicative testes; assumes that multiple meanings or truths are possible" (According to Griffin (2012)). Whereas Objective scholars "assume truth is singular and is accessible through unbiased sensory observation, committed to uncovering cause and effect relationships (According to Griffin (2012).
Through an example I will explain the different approaches and explain what they have in common
1st: Lets take a look at this clip!
http://www.youtube.com/watch?v=ofICNgc8lqU
Interpretative:
From an interpretive approach scholars would be analyising how the commercial makes us feel and how the commercial plays on our values in order to produce an emotional connection in which persons could possibly build a relationship with the product being sold. The commercial did an excellent job on creating a scene of women empowerment and rebellion. Three very influential women in the prime of their careers PINK, Beyonce, and Britney Spears stood strong and defiant against the one man expecting them to fight to their deaths. Thus the music, outfits, and location of the product in correlation to the scenes reinforced the overeaching theme of woman empowerment and rebellion fueled through the consumption of Pepsi. Interpretative scholars notice these themes, and examine how the commercial played on our emotions and moral intergrity.
Objective:
Objective scholars are not looking at how the design of the commercial impacted us emotionally. Objective scholars are focused on numerical data that proves the commercials was valuable to the popularity of the audience. As in has Pepsi stock escalated? Have sales gone up? Objective scholars try to measure data with numerical measurements. Objectively, did this commercial sell any products.
Interpretative and Objective Scholars:
As discussed communication can be seen as an engine that has the ability to create understanding and bring people together in order to complete a task. However communication is ambiguous. Thus Interpretative and Objective Scholars are important as they measure communication in different ways and try to close the gap that is formed from differentiating viewpoints surrounding the definition of communication. Both scholars are looking to create the greatest understanding. The difference is the focus of measuring theses changes. Interpretative Scholars are more focused on qualitative measurements and reforming society while inspiring aesthetic approaches and interpreting values (According to Griffin (2012)). Whereas objective scholars are focused on quantitative measurements that can explain the past and present, as well as predict the future(According to Griffin (2012)). In conclusion Interpretative and Objective scholars are both working to create the greatest understanding. As well as study the affects a communicative event has on our lives. Both are important because communication is ambiguous.
Thanks!!!
reference: book
A First Look At Communication Theory
by, Em Griffin
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