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Identification Theory - Kenneth Burke - Group 1

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Identification Theory - Kenneth Burke - Group 1

  1. 1. THEORIES OF COMMUNICATION AND PERSUASION Identification Theory Nguyen Le Ai Duy – s3255331 Do Tran Khanh Uyen – s3221703
  2. 2. Introduction <ul><li>History Background </li></ul><ul><li>Identification Theory </li></ul><ul><li>Consubstantiality </li></ul><ul><li>Message strategies </li></ul><ul><li>Application & Limitation in Communication </li></ul><ul><li>Case study </li></ul>
  3. 3. History Background Kenneth Burke (1897-1993) <ul><li>Developed in 1950 by Kenneth Duva Burke , a major American literacy theorist & philosopher (Quigley B, 1980) </li></ul><ul><li>Considered as a new perspective from which to view the old rhetoric ( Day Dennis G, 1960) </li></ul>
  4. 4. Identification Theory <ul><li>- Identification : </li></ul><ul><li>The action or process of identifying someone or something or the fact of being identified ( Oxford ) </li></ul><ul><li>A process that is fundamental to being human and to communicating </li></ul><ul><li>- Identification Theory examines how communication helps people seek to identify arises out of division and overcome separateness. </li></ul><ul><li>- Occurs when individuals become aware of their common ground. (Quigley B ,1980) </li></ul>
  5. 5. Consubstantiality <ul><li>Consubstantial  united or identified in a common interest </li></ul><ul><li>Substance has Properties + Substance has Properties = Consubstantiality </li></ul><ul><li>A ( a,b,c,d ) B ( b,c,a,d ) C </li></ul><ul><li>Four sources of identification exist : </li></ul><ul><li>Material Identification </li></ul><ul><li>Idealistic Identification </li></ul><ul><li>Formal Identification </li></ul><ul><li>Identification through mystification </li></ul>
  6. 6. Material Identification <ul><li>results from goods, possessions and material aspects </li></ul><ul><li>For ex : </li></ul><ul><li>A is identified with B when they have the same position or status in life </li></ul><ul><li>A is identified with B when they have the same style in fashion or similar taste in food , etc… </li></ul>
  7. 7. Idealistic Identification <ul><li>existed when people share the same ideas, attitudes or feelings </li></ul><ul><li>For ex : </li></ul><ul><li>A is identified with B when they both have the same favorite movies or habits </li></ul><ul><li>A is identified with B when they share the same belief . </li></ul>
  8. 8. Formal Identification <ul><li>created by the arrangement, form or organization of an event in which both parties participate </li></ul><ul><li>For ex : </li></ul><ul><li>A is identified with B when they work in the same place </li></ul><ul><li>A is identified with B when they attend the same event </li></ul>
  9. 9. Identification through mystification Existed when people in a lower strata of a hierarchy identify themselves with people at the top of the hierarchy (Foss & Littlejohn , 2008)
  10. 10. Message strategies <ul><li>Communicators develop strategies for messages to create identification or division. </li></ul><ul><li>Three strategies in which the messages are structured : </li></ul><ul><ul><li>Strategies of naming : describe a situation through a term that include the speakers’ orientation toward the situation </li></ul></ul><ul><ul><li>Strategies spiritualization : symbolic actions are tied to ideals in a way that resemble secular player </li></ul></ul><ul><ul><li>Strategies of form : the message is used as the form of expression to lead the receiver to participate in the situation </li></ul></ul>
  11. 11. Strategies as form ( cont) <ul><li>Syllogistic o progressive form : </li></ul><ul><li> If A => B, if B => C, if C => D </li></ul><ul><li>Qualitative progression : people links qualities together to create a conclusion </li></ul><ul><li>Repetitive form : occurs when there is restatement with new details </li></ul><ul><li>Conventional form : recognizes the appeal inherent in forms that have been learned. </li></ul><ul><li>Minor or incidental forms : imbedded in other forms. Ex : a metaphor or paradox using in a written text </li></ul>
  12. 12. Application and Limitation in Communication <ul><li>Application : </li></ul><ul><li>Examining how people accomplish persuasion through communications </li></ul><ul><li>Encouraging the communicating process to connect people </li></ul><ul><li>How people become consubstantial with others to overcome their division and guilt. </li></ul><ul><li>Limitation : </li></ul><ul><li>Unable to explain all aspects of the appeal of a public figure </li></ul><ul><li>Only focus on face-to-face communication </li></ul>
  13. 13. Case study Watch the videos and discuss about the concepts using when creating the videos. 1. Can you find out any concepts or strategies of identification theory had been applied in each of the video ? What are their roles ? Their effects ? 2. Do you think the concepts using to create the video are effective & useful ? Is it persuasive towards viewers ? Is it easy to understand ? http://www.youtube.com/watch?v=9qtnA4jMu6A&feature=related http://www.youtube.com/watch?v=XkFPN1WYi3E http://www.youtube.com/watch?v=dFwJxxPzSpg
  14. 14. References <ul><li>Day, Dennis G 1960, ‘Persuasion and the concept of Identification’, Quarterly Journal of Speech, 46:3, 270-273 </li></ul><ul><li>Foss, KA & Littlejohn, SW 2008, ‘ Theories of Human Communication’ , 9 th edn, Thomson Higher Education, USA. </li></ul><ul><li>Quigley, Brooke L 1998, ‘ Identification as a key term in Kenneth Burke's rhetorical theory ’, American Communication Journal, The University of Memphis </li></ul>