Episode 6: Communication Studies Theories

In this episode we will explore the interdisciplinary nature of communication studies theories. I discuss two broad theoretical approaches within communication studies: Agenda-setting Theory and Communication Accommodation Theory. 

Welcome back to another episode of "MAIS Perspectives." I'm your host, Dr. Siomonn Pulla, and today we're diving into the fascinating field of communication studies.

Thank you for sending me your A2 over the weekend. I'm looking forward to reviewing these and responding to you later this week (hopefully!).

In this episode we will explore the interdisciplinary nature of communication studies theories. I have to admit, it's not an area I find myself in very often. However, I suspect that many of you in the MAIS program will find this material highly relevant to your field of study.

We’ll discuss two broad theoretical approaches within communication studies: Agenda-setting Theory (AST) and Communication Accommodation Theory (CAT). Today, we'll start by reviewing AST and reflecting on its potential applications. So, here we go!

Agenda-setting Theory, pioneered by Maxwell McCombs and Donald Shaw, has had a significant impact on communication studies. Their seminal work, "The Agenda-Setting Function of Mass Media" published in 1972, laid the foundation for this theory. McCombs and Shaw conducted a study during the 1968 U.S. presidential election and discovered a correlation between the issues emphasized by the media and the issues perceived as important by the public. They argued that the media's selection and prominence of news stories influenced what the public considered salient and prioritized.

Scholars from various perspectives have integrated agenda-setting theories into their research. For example, critical media scholars frequently apply agenda-setting theoretical perspectives. AST posits that the media holds the power to influence the salience and importance attributed to particular issues or topics in the public consciousness. Traditionally, this theory has focused on the role of mass media in setting the agenda for public discussions.

According to agenda-setting theory, the media's selection and presentation of news and information shape the public's agenda—the issues they prioritize and discuss. This theory argues that the media's ability to set the agenda lies not in telling people what to think but rather in determining what people think about.

The concept of agenda-setting suggests that by repeatedly emphasizing certain topics, issues, or events, the media can influence the public's understanding of what is important, what requires attention, and what should be discussed. This influence occurs through the media's selection of news stories, headlines, visuals, and the amount of coverage devoted to specific issues.

Agenda-setting theory proposes that the media's agenda can shape the public's agenda through a process known as "gatekeeping." Media gatekeepers, such as editors and journalists, decide which stories to cover, how to frame them, and the amount of attention given to each issue. This selection and framing process shapes the public's perception of reality and sets the agenda for public discussions and policy debates. However, it's important to note that agenda-setting theory does not suggest that the media can completely control or dictate public opinion. Instead, it emphasizes the media's powerful role in influencing what people think about and talk about by determining which issues receive attention and prominence.

Agenda-setting theory has been extensively studied and applied in various contexts, including politics, public opinion, and social issues. It has provided insights into the media's role in shaping public discourse and has implications for media professionals, policymakers, and researchers in understanding the dynamics of media influence and the formation of public opinion.

 Speaking of media influence, let's pause for a moment and reflect on how the COVID-19 pandemic highlighted the power of the media in delivering messages. Sometimes, these messages are referred to as propaganda, while other times, they are considered as facts or science. We've all become familiar with terms like disinformation and misinformation as a result of the paradigm shifting pandemic we experienced. But ask yourself who decides what falls into these categories? Especially when we use AST to analyze the role of the media in shaping public discourse on critical issues such as public health.

In the YouTube video, McCombs suggests that the media should become more responsive to public concerns and involve the public in shaping the media agenda. I agree, but I'm not sure how this could be achieved in a balanced manner. It's certainly a thought-provoking question.

Now, let's shift gears and explore some notable theorists in the field of agenda-setting theory. These scholars have expanded our understanding of this theory and its applications. Here are a few names to keep in mind:

First, David H. Weaver expanded on agenda-setting theory by introducing the concept of "second-level" agenda-setting. This concept explores not only what people think about but also how they think about it.

Next, Dietram A. Scheufele has contributed to agenda-setting theory by examining the role of individual differences, such as cognitive and psychological factors, in shaping agenda-setting effects.

Pamela J. Shoemaker has focused on the role of media gatekeeping in agenda-setting processes. Her work emphasizes how media professionals and organizations influence the selection and presentation of news.

Lastly, Bryan D. Jones and Frank R. Baumgartner expanded the theory to include the role of policymakers and political elites in agenda-setting. They argue that policymakers and interest groups can also shape the media agenda and public discourse. Makes me think of the World Economic Forum.

Now, let's turn our attention to the Chung et al. article from Unit 6, which explores the concept of agenda-setting in the context of social TV. The researchers investigated how user comments influence the perceived importance of certain issues. Their study involved an online survey where participants watched a news program and read user comments related to the program.

The study aimed to determine the effects of user comments on the perceived importance of issues presented in the news program and investigate the moderating factors that influence this relationship. The findings revealed that user comments had a significant impact on the perceived importance of issues. When user comments aligned with the content of the news program, they reinforced the agenda-setting effect, leading to a stronger perception of issue importance. Conversely, when user comments contradicted the news program's content, they weakened the agenda-setting effect, resulting in a less influential perception of issue importance.

The study also identified two key factors that moderate the relationship between user comments and perceived issue importance. The first factor is the level of prior knowledge about the issue. Participants with high prior knowledge were less influenced by user comments, while those with low prior knowledge were more susceptible to the effects of user comments. The second factor is the valence of user comments. Positive user comments were found to have a stronger agenda-setting effect compared to negative comments.

This research contributes to our understanding of how user comments in social TV platforms can shape the perception of issue importance. It highlights the importance of considering the alignment between user comments and the content of television programs, as well as the role of individual characteristics and comment valence in moderating the agenda-setting process.

Moving on to our next theory, let's explore Communication Accommodation Theory (CAT). This theoretical framework originated from the work of German sociologist and communication scholar Friedrich Krotz. Krotz developed CAT as a response to the limitations of traditional communication theories, which primarily focused on the transmission of messages and media effects.

CAT emerged in the 1980s as Krotz sought to bridge the gap between the individual and societal dimensions of communication. Drawing inspiration from sociology, psychology, linguistics, and semiotics, Krotz developed a comprehensive theory that integrated these perspectives.

CAT emphasizes that communication should be understood as a social action, deeply intertwined with the dynamics of society, culture, and power. It highlights the active and intentional nature of communication, emphasizing the exchange of meaning and the negotiation of social relationships.

Central to CAT is the concept of communicative action, which refers to the purposeful use of communication to achieve goals and bring about social change. Krotz argued that communicative action involves a dialogue between participants who exchange messages, engage in interpretation and understanding, and navigate social contexts and power dynamics.

Media and technology also play a crucial role in shaping communication processes and societal structures, according to CAT. Krotz explored the impact of media on social action, considering how media institutions, technologies, and practices influence the way communication unfolds in society.

CAT has influenced communication studies and has been further developed and expanded by subsequent scholars. It provides a theoretical framework to analyze communication as a social practice, exploring the dynamics of power, culture, and social structures that shape communicative actions and their consequences.

The article by Pretorius provides a great example of the application of CAT to analyze nurse-patient interactions. We learn that effective communication is crucial in delivering quality healthcare and promoting patient satisfaction, and CAT offers valuable insights in this context.

Pretorius' study analyzed nurse-patient interactions and identified key patterns and strategies employed by nurses to accommodate or adapt their communication styles to patients' needs. The findings suggest that nurses tend to adopt a convergence strategy, adjusting their speech patterns, vocabulary, and non-verbal cues to match those of their patients. This convergence facilitates rapport building, trust, and understanding between nurses and patients.

Pretorius' article sheds light on the significance of CAT in analyzing nurse-patient interactions and provides valuable insights for designing courses that enhance communication skills in healthcare settings. By integrating CAT principles into nursing education, we have the potential to contribute to more effective and patient-centered care, fostering better relationships between nurses and patients.

That wraps up our exploration of AST and CAT in Unit 6. I hope you found this overview informative and thought-provoking. Remember, these theories provide us with valuable tools to analyze the complex world of communication.

 Before we wrap up today's episode, I wanted to remind you to get your Unit 7 forum discussions ready for next week. It's a great opportunity to connect with your peers and dive deeper into the topics we've covered. And don't forget, in Unit 8, it's your turn to host your own forums. Get ready for a couple of exciting weeks of conversations and discoveries!

Thank you for joining me on this episode of "MAIS Perspectives." I hope you enjoyed our exploration of communication studies. As always, I'm here to support you. If you have any questions or want to connect, don't hesitate to reach out.

Stay curious, keep learning, and I'll catch you on the flipside!