Communication Theory | The Socio-Psychological Tradition of Communication


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Communication Theory | The Socio-Psychological Tradition of Communication

  1. 1. CT1Ariel.MPG
  2. 2. Assignment by Abhinav Thakur | Harshna Pasari | Karthik Kolla | Nikhil M. Rohit Rohan | Sanket Kulkarni | Soumen Saha | Virat Jain
  3. 3. How did it originate? What it is? Key ideas?
  4. 4.  WHO says WHAT to WHOM and with WHAT effect?
  5. 5.     It addresses the ways our understandings, meanings, norms, roles, and rules are worked interactively in communication. This tradition holds that reality is not an objective set of arrangements outside us but is constructed through a process of communicating in groups, society, and cultures. Sociopsychological tradition focuses on patterns of interactions rather than individual characteristics or mental modes. Knowledge is highly interpretive and constructed
  6. 6.     The socio-psychological tradition is a theory that focuses on the internal processes of an individual's judgment with relation to a communicated message. SPT was intended to be an explanatory method designed to detail when persuasive messages are most likely to succeed. Attitude change is the fundamental objective of persuasive communication. In sum, the researchers strove to develop a theory that addressed the following: a person's likelihood to change his/her position, the likely direction of his/her attitude change, a person's tolerance of other positions, and the level of commitment to his/her own position
  7. 7.    Behavioral, associated with a stimulus-response approach, concentrates on how people actually behave in communication situations Cognitive, the mental operations used in managing information that leads to behavioral outputs, is much more in vogue today because many see the behavioral as too simplistic Communibiology is the study of communication from a biological perspective
  8. 8. The third party technique TV Commercials Case studies
  9. 9.     A very popular practice – called the Third Party Technique - in the field of marketing has established itself on the line of the Sociopsychological tradition of communication The third party technique has been defined by one public relations executive as, "putting your words in someone else's mouth." Using celebrities and experts/achievers for endorsement of various products – thus banking on their credibility and popularity to sell the product The use of scientists as seemingly independent, authoritative experts is a frequent variation on this technique.
  10. 10. CT2AB.FLV
  11. 11.  Who - An artiste with a credible reputation and standing in the society. A personal background done to verify the claims before endorsing Cadbury.  What – To sooth fears about the quality of the Cadbury chocolates to the general public.  Whom – The chocolate eating public and their kin who were worried about eating chocolates infested with worms.  What effect – Here the endorser is shown to have personally visited the processing centres and personally verified the quality. The endorser being a very big public figure, the general public could be assured to a greater extent on the return to quality by Cadbury.
  12. 12. Product : Ujala Fabric Whitener
  13. 13.  Product : Ujala Fabric Whitener  Company : Jyoti Laboratories Ltd.  Agency : Situations  Title strategy : “4 boondon waala”  First major television ad for ‘Ujala’   Launched in 1997 and continued on similar lines for two to three years Showed doctors in laboratories, doing research and trying to innovate a milestone product – backed by scientific knowhow
  14. 14. Market share in 1998 Market share in 2000 Ujala Ujala Others Others • Also, Ujala was ranked the 55th most trusted brand in Economic Times Most Trusted Brands Survey • Source : A.C.Neilsen
  15. 15. Satyamev Jayate
  16. 16.     The celebrity factor may not work every time people might demand the relevance of the celebrity to the product/campaign “Satyameva Jayate”, the new buzzword, would have been a flop, had it not realised this Although, Aamir Khan has enough credibility in the media space to carry off any product - he was hired for the Coke commercials after the ‘pesticide’ episode, to reinstall public faith in the product However, he has also shown that the minds of many people might not just trust his word about the various social issues and has thus chosen to obey the Socio-psychological tradition rules to make a greater impact
  17. 17. Use of verifiable and quoted data Victims invited to the show to share first hand experience Experts invited to shed more light on the facts • All such practices make him accountable and transparent • Most such actions quench the curiosity of people who might have otherwise questioned his claims
  18. 18. CT3LT.FLV