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The Message Chapter 5
Semiotic Tradition Semiotics of language
Ferdinand de Saussure
Modern founder of structure linguistics Language is arbitrary
Structure approach of Language Forms
Consist of speech, sounds, words, and grammar
Language use is NOT arbitrary Language needs meaning to represent
something
Understanding the Structure Saussure
Key is difference in three areas
SoundLetters sound different: p versus b
Word form differsPat versus Bat
Grammatical formsVerb tenses change meaning“has run” versus “will run”
Language vs. Speech Language (langue)
Formal system of language used in communication
Can be analyzed apart from its use (grammatical etc)
Constant
Speech (parole)
The use of language to deliver a thought or accomplish a purpose
Flexible and changing Linquistics = study of Language not speech
Beyond Semiotics Linguistics not enough to understand human use of
language
Two primary focus:
Generative grammarCognitive study of how rules impact spoken
language Chomsky
DiscourseUse of language in communicationEvaluates conversations, media
productions, and speeches
Nonverbal Communication
http://www.youtube.com/watch?v=VfDWQG47pAQ
Theories of Nonverbal Coding
Includes three dimensions:
SemanticMeaning of signs
SyntacticHow signs are organized into system with
other signPragmatic
Effects or behavior created by signs
Eight aspects of Nonverbal Communication
Kinesics
Clothing and artifacts
Voice: ParalanguagePitch, volume, rate, nonfluencies, silence
Proxemics
Eight Aspects of Nonverbal Communication
Colors
Chronemics
Touch: Haptics
Olfactics: Smell
Tell me her story
Kinesics Ray Birdwhistell, Kinesics and Context, page 127
Seven assumptions used for his theory of body language
Cultural Gaffes
Proxemics Edward Hall
Three types of space
Fixed-featured spaceUnmovable things
Semi-fixed featureMovable objects
Informal Space Personal territory between people
Intimate, Personal, Social & public
Proxemics and Culture
http://www.youtube.com/watch?v=gscRJhDNVmI
Theoretical Approaches to Understanding the
MessageSpeech Act Theory
Action Assembly Theory
Message Design Models
Speech Act Theory “ I will pay you back”
Accomplishes the following:Utterance ActPropositional Act Illocutionary ActPerlocutionary Act
Two types of rules with Illocution forceConstitutive rules
Used to tell how to interpret statementCreates framework for understanding
Regulatory Rules Tell how to use speech to accomplish a goal
Action-Assembly Theory John Greene
Evaluates how we organize knowledge to form messages
Uses two types of knowledgeContent Knowledge
Knowledge about things, or events in speechProcedural Knowledge
Knowledge about how to do things Takes center stage in theoryProcess of associating common actions becomes
procedural record
John, How are you? Fine, Mary, how are
you?
Message Design Models Planning Theory
Charles BergerExplain the processes people use to plan
communication behavior Communication Plans
Mental images of steps used to accomplish a goal