This document outlines an organizing model of communication theory. It divides theories into quantitative/individual, qualitative/individual, quantitative/social, and qualitative/social frameworks. The key theories are discussed, such as behaviorism in cognitive/behavioral theories, structuralism in structural/functional theories, social phenomenology in interpretive theories, and feminism in critical theories. Interactionist theories focus on language and meaning creation through social interaction. Examples of prominent theories are provided for each framework.

1. AN ORGANIZING MODEL OF
COMMUNICATION THEORY
Kriztine rosales-Viray

2. WESTERN GENRES OF COMMUNICATION
THEORY
Table 1
Quantitative Qualitative
Individual
Cognitive/
Behavioral! Interpretive
Interactional
Social Structural/
Functional Critical

3. COGNITIVE AND BEHAVIORAL THEORIES
follows the quantitative/positivist/social scientific
tradition!
believe in reality that is independent from human
experience!
it is only through observation, experimentation, and
comparison a phenomenon can be understood!
rooted in Psychology

4. KEY CONCEPTS
a. Behaviorism deals with the connection between
stimuli (rewards) and responses (learning) among
individuals!
Cognitive theories cover areas of message
production, processing, and reception at the
individual or personal level!
Communication is a behavioral outcome of cognitive
processes

5. Disciplinal Origin: Psychology!
Some theories under CBT!
Classical and Operant Conditioning Theory/Reinforcement Theory (Behavioral)!
Constructivism (Message production)!
Cognitive Complexity (Message Production)!
Attribution Theory (Message reception and Processing)!
Information-Integration theory (Information Organization)!
Cognitive Dissonance Theory (information organization)!
Social Learning (Persuasion/Cognition and Influence)!
Elaboration Likelihood Theory (Persuasion/Cognition and Influence)

6. STRUCTURAL AND FUNCTIONAL THEORIES
have the same general ideas about knowledge as
CBT. !
Social structures are real and function in ways
that can be observed objectively

7. KEY CONCEPTS
concerned with phenomena at the social or culture level!
Structuralism focus on the organization of language and Social systems!
Functionalism is concerned with the how social systems sustain themselves!
Language and reality exist separately from each other but at the same time
SFT believes that language attempts to represent reality!
SFT assume stability over time rather than change over time!
SFT focus on unintended consequences of action instead of outcomes that
are anticipated or planned for

8. Disciplinal Origin: Linguistics and Biology!
Some theories under SFT!
Semiotics!
Ogden and Richard’s Meaning Triangle!
Proxemics

9. INTERPRETIVE THEORIES
theories of this genre take a perspective that is
divergent from either cognitive-behavioral or
structural-functional theories. It seek to explain
how people make sense of their realities and
follow a qualitative/phenomenological/humanistic
tradition

10. KEY CONCEPTS
Interpretive theories center on the ways people understand
their experience (subjective meaning of human behavior)!
describe processes whereby the active mind uncovers the
meanings of experience. Language is the vehicle of these
meanings!
seek to discover meaning not just in text but also in
people’s actions and behaviors (Cultural interpretation,
Organizational culture and textual interpretation)

11. Disciplinal Origin: Philosophy!
Some theories under Interpretive Theories!
Shutz’ Social Phenomenology!
Textual Hermeneutics by Ricouer

12. CRITICAL THEORIES
it adhere to qualitative/humanistic orientation.!
share interest in the ways language affects
experience!
activist in orientation — they seek to uncover
how societal structures/institutions perpetuate
inequality

13. KEY CONCEPTS
CT are concerned with domination, inequality and
oppression in society.!
aim to uncover conflicts of interests in society and
how communication perpetuates the domination of
one group over another!
Many CT are structural in orientation — seek to
unravel the underlying social structures that affect
inequality in class and gender relationships

14. Disciplinal Origin: Philosophy — Marxism,
Frankfurt School, Birmingham Cultural Studies!
some important theories under CT!
Feminism: Muted Group Theory!
Cultural Studies: Communication and Society by
Habermas

15. INTERACTIONIST THEORIES
focus on subjective aspects of social life rather than
objective aspects of social structures!
share kinship with interpretive theories because of
their mutual concern for language and meaning as
well as their common use of interpretive methods!
the range of interactionist theories spans positivist
and constructionist; individual and social
perspectives

16. KEY CONCEPTS
Social life is a process of interaction and social
structures are the products—not determinants—
of interaction!
interaction creates or reinforces shared meanings,
establishes norms, roles, and rules that enable
further interaction to take place

17. Disciplinal Origin: Sociology!
Some theories under Interactionist Theories!
Mead’s Symbolic Interactionism!
Social Construction of Reality!
Organizational Communication as Cultural
Performance

18. ORGANIZING MODEL OF COMMUNICATION
THEORY SHOWING GENERAL AREAS OF INTEREST
Table 2
Quantitative Qualitative
Individual
Meaning and Behavior!
Cognition and Action!
Cognition and Influence
Social Phenomenology!
Textual Hermeneutics!
Textual Interpretation
Symbolic Interactionism!
Social Construction of Reality
Social Signs, Symbols and Meanings!
Non-Verbal Communication!
Intercultural Communication
Feminist Theory!
Communication and Society

19. ORGANIZING MODEL OF COMMUNICATION THEORY
SHOWING SAMPLE REPRESENTATIVE THEORIES
Table 3
Quantitative Qualitative
Individual
Meaning and Behavior: Osgood’s
Mediation Hypothesis!
Cognition and Action: Delia’s
Constructivism and Sheriff’s Social
Judgment Theory!
Cognition and Influence: Petty’s
Elaboration Likelihood Theory
Schutz’ Social Phenomenology!
Ricoeur’s Textual Interpretation
Symbolic Interactionism!
Social Construction of Reality
Social Ogden and Richard’s Meaning
Triangle!
Peirce’s and Morris’ Theory of Signs!
Hall’s Proxemics
Muted Group Theory!
Habermas’ View of
Communication and Society