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Chapter 3

The Development of Approaches to

Communication

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The Rhetorical Tradition:Developing Communication

Theory

Rhetorical Pedagogy

Aristotles Rhetoric

Very insightful book on persuasion three parts

Defined rhetoric as persuasion.

Cicero

Influenced by Aristotle

Created the canons of rhetoric & rhetorical theory.

Wrote books on rhetoric, impacting education acrossRome; De Oratore

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Basic Rhetorical Concepts

Canons of Oratory

Invento/Invention

Dispositio/Arrangement

Elocutio/Style

Memoria/Memory

Pronuntiatio/Delivery

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Canons of Oratory

Invento/Invention

Types of Oratory

Forensic speaking Deliberative speaking

Epideictic oratory

Developing Arguments

Koinoi topoi Eide topoi

Enthymeme

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Canons of Oratory

Invento/Invention (cont)

Aristotles Forms of Proof Ethos source credibility

Pathos emotional appeals

Logos -- argument

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Canons of Oratory

Elocutio/Style 3 Levels of Language Style

Plain

Middle

Grand

Literary figures of speech were taught Energia

Basic Functions of Discourse To inform

To please

To persuade

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Canons of Oratory

Pronuntiatio/Delivery Regulation of voice and gestures

Varying rate, volume, and pitch Using non-dramatic gestures

Systematic evaluation of speech delivery

Developed into the study of nonverbal

communication.

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Canons of Oratory

Memoria/Memory

Highly prevalent in the self-help market

Memory improvement

Used vivid imagery to remember a speech

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Descriptive Models of

Communication

The Schramm Model of Communication

Most basic model of communication

First to introduce basic elements ofcommunication

Encoding

Decoding

Feedback

Missing noise element

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Berlos SMRC Model of Communication

4 key elements exemplify models of

communication. Source

Message

Channel

Receiver Treated 5 senses as channels of

communication; key concept process.

Descriptive Models of

Communication

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The McCroskey Model of Communication

More complete model of communication

process Noise element expanded to encoding and

decoding (intrapersonal noise)

For the source and receiver

In the primary channel

In the feedback channel

Feedback

Feedback-induced adaptation

Descriptive Models of

Communication

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The Ruesch and Bateson Model Concerned with communication functions

Evaluating

Receiver evaluates source

Message content

Nonverbal behaviors

Source evaluates receiver Audience analysis

Sending

Channeling

Receiving

Descriptive Models of

Communication

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The Ruesch and Bateson Model (Cont)

4 Levels of analysis Intrapersonal

Interpersonal

Group

Cultural

Descriptive Models of

Communication

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The Westley-MacLean Model

Mediated or mass communication context

Includes intermediary in the communicationprocess, between:

Original source

Ultimate receiver

Intervening individuals Gatekeeper

Descriptive Models of

Communication