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1. Introduction to Communication AK/SOSC 2410 9.0/6.0 Summer 2005 Course Director: Pierre Ouellet

2. Course Outline for the purpose of this course, the mass media will be considered: as an apparatus; in terms of behavioural/effects research; ethnographically, i.e. in relation to the audience; in terms of cultural & symbolic behaviour.

3. What is Mass Communication? Introduction to Communication Studies

4. Mass Communication Lecture Outline: Definition of communication; modes of communication; a brief history of communication studies; contemporary disciplinary approaches; types of communication; two basic approaches to communication studies and research; basic assumptions.

5. Communicatus, p.p. Communicare old meaning to impart - to share - to make common; initial sense of participation; idea of transmission; the effect of forces. new meaning the act of transmitting; giving/exchanging information, signals of messages by talk, gesture or writing; a system for sending and receiving messages.

6. Modes of Communication language; gestures, signs and signals; images and representations/symbolic structures; unconscious dimension/ideology; possibility of miscommunication/ denotative fallacy.

7. A Brief History of Communication Ancient Greeks Romans Middle Ages Enlightenment Modern Communication Theory

8. Ancient Greeks Corax of Syracuse (465 BC) Sophists - Gorgias of Leontini (Sicily) Plato Aristotle Isocrates

9. Plato and Rhetoric (428-347 BC) The Gorgias The Phaedrus Summary

10. Plato’sGorgias Rhetoric is not an art (techne); rhetoric does not give power; rhetoric has little value in protecting against wrong and suffering; Rhetoric should not be used to escape just punishment.

11. Plato’s Phaedrus A dialogue about the nature of speech making; by extension, about difference between oral and written forms of expression; theory of forms as theory of relationship of content to effect; relationship between rhetoric and phiolosophy.

12. Plato and Rhetoric Summary: rhetoric represents style over substance; rhetoric represents technique over truth; implies a deep distrust of then role of emotion in human communication; rhetoric is too often used to deceive because it does not distinguish between conviction and knowledge; enduring intellectual legacy.

13. Aristotle’s Rhetoric (384-322 BC) Aristotle defined rhetoric as “ the faculty of observing in any given case the available means of persuasion.” (Book I - Chapter 2)

14. Aristotle’s Rhetoric Communication is purposive; it is based on the intention of affecting others; its effects can be evaluated and measured in terms of effect, and also in terms of the truth; rhetoric consider not only what is or was, but also what might be.

15. The Three Types of Rhetoric • Deliberative/political – THE GOOD Judicial/forensic – JUSTICE Epideictic/ceremonial - VIRTUE

16. Aristotle’s Rhetoric Aristotle identifies three types of appeal: Ethos - personal appeal of the speaker; Logos - the value of the arguments; Pathos - appeal to emotions in support of arguments.

17. Aristotle’s Rhetoric Rhetoricians need to develop five skills: Invention - ability to generate ideas; Disposition - ability to organize ideas; Style - use of appropriate language; Memory - ability to recall facts & ideas; Delivery - use of voice and gestures.

18. Aristotle’s Rhetoric Summary: Aristotle provided the first systematic study of “the art of persuasion;” Established the place of “probability” in argumentation; His legacy survived through the work of Quintillian, Cicero and others as “the five canons of rhetoric;” Rhetoric became on of the seven liberal arts taught in universities for over 2,000 years.

19. Isocrates Communication is basic to all human life; We not only communicate with others but with ourselves; Communication develops the power to think and speak well; It is therefore fundamental to the development of social institutions.

20. From the Dark Agesto the Middle-Ages Collapse of the Roman Empire (300 AD); Augustine of Hippo (354-430); Return of the Moors to Europe (700-1100 AD) Fall of the library in Toledo (1100); Thomas Aquinas (1225-1274).

21. The Enlightenment Two Distinct Approaches to Rhetoric a- Conformity with the classical framework; b- the development of the elocutionary movement • invention • organization • style • delivery

22. The Elocutionary Approach Hugh Blair (1718-1800) Lectures on Rhetoric and Belles-Lettres (1783) George Campbell (1719-1796) The Philosophy of Rhetoric ( 1776) Richard Whately (1787-1863) Elements of Rhetoric (1828)

23. Modern Rhetoric The early 20th century saw a synthesis of Rhetoric Oratory Elocution English Adopted the term speech to identify the discipline 1 - Concerned with the making of speeches - to be studied according to humanistic perspectives; 2 - Concerned with the act of speaking - to be studied using the social science. Eventually becomes speech communication then simply communication.

24. Other Interpretive Models Argumentation Theory; Hermeneutics; Dramatism; Critical Theory; Postmodernism; Epistemics.

25. Argumentation Theory Steve Toulmin (1958) Philosopher of Science Elements of argument - Data – specific facts known or evident; - Claim – conclusion drawn; - Warrant - the general principle or truth that links data to claim.

26. Hermeneutics Systematic analysis of message to explore its meaning – message is divided into Cortex and Nucleus (surface structure and deep structure). - Littera – grammar - immediate meaning; - Sensus – semantics – historical sense; - Sententia – interpretation – 3 spiritual senses - sensus tropologicus - sensus allegoricus - sensus anagogicus I.A. Richards New Rhetoric – notion that meaning is not in words but in thought.

27. Dramatism Proposed by Kenneth Burke… Communication is not an appeal to emotions or reason/logic, but the creation of identity with the audience. Act – communicating a message; Agent – person or entity communicating the message; Agency – means of communicating the message – channel – institution; Scene - Context in which the act occurs; Purpose – intention of the act.

28. Critical Theory - First identified with Theodor Adorno and Max Horkheimer and the Frankfurt School; - Jurgen Habermas and The Public Sphere; - uses Marxist theory for social analysis; - belief that quantitative methods are not suited for issues of social value; - Focus on Work; Language; Power.

29. Postmodernism • A response to the perceived failures of modernity. Its most prominent theorists are Jean-François Lyotard, Jacques Derrida, Fredric Jameson, David Harvey, Michel Foucault, Jean Baudrillard and others. • Discusses the world and social practices in terms of discourses - fragmentation – deconstruction - power - illusion and the disappearance of the real and the loss of the Meta-narrative.

30. Epistemics Epistemics – the social construction of knowledge.

31. Disciplinary Approaches linguistics; sociology; psychology; philosophy; anthropology; education; everyone.

32. Types of Communication interpersonal communication; mediated communication; mass communication;

33. Interpersonal Mass Communication Technology Telegraph Newspaper/ Print Telephone Broadcast TV/Cable Radio Films Internet Criteria: • number of participants; • control over communication i.e., what is said? To whom? Why? When? Where

34. Two Approaches to Communication Research Procedural/Material Approach The Transmissive Model * Phenomenological/Subjective Approach The Ritual Model

37. Transmissive Model Received Signal Signal Source Transmitter Receiver Destination Noise Source Shannon and Weaver’s model

38. Transmissive Model R /R1 S M Sender Message Receiver/Effect

41. Message Text Meaning Producer Reader Referent

42. Assumptions Regarding Mass Communication Research: interdisciplinary approach; structural dimension; transmission; relationships; social interaction.

44. Radio;

45. Audio recordings;