Professional Documents
Culture Documents
As an example, lets us talk about text scams. Lets say you receive this message - Congratulations! You
now have a chance to win a brand new car! To join send only 20 pesos to 09221234567 to confirm your
entry. Based on experience, sending money will not result to anything because it is a scam BUT what
if the same message came out on national TV? Clearly the change in medium would change the
interpretation of the message.
Cybernetic Tradition Communication as Information Processing
Main Idea: The cybernetic tradition relates communication to a system wherein the elements interact,
influence and are interdependent on one another. In this system, the information transmitted ideally
should be what is received with minimum distortion or loss. When the information received does not
match the information sent, it is most probably due to noise, a concept introduced in Shannon and
Weavers Mathematical Model of Communication which has been described as the best way to
understand the cybernetic tradition. This noise is considered a bug in a system and the objective is to
get rid of this bug.
McLuhan Theories as positioned in the Cybernetic Tradition: The concept that elements interact and
influence each other in a system reigns true in the McLuhan theories. There are mediums that process
and interact with certain content better than others. Using my earlier example of how all pagers were
replaced by cellphones, people preferred cellphones because it enabled them to communicate directly
with others as opposed to passing through an operator (noise) to get the message sent. The bug in the
system has therefore been eliminated by moving on from the age of pagers to the age of mobile
phones.
Socio-Psychological Tradition Communication as Expression, Interaction and Influence
Main Idea: In the socio-psychological tradition, communication is seen as the process by which
individuals interact and influence one another. This process involves the psychological predispositions as
effects of social interaction whether this may be face to face or at a distance, one to one or in groups.
Here, the causes and effects of social behavior are explained and practices to control them are
cultivated in order to produce certain outcomes. This tradition is interested in studying the individual as
a social being.
McLuhan Theories as positioned in the Socio-Psychological Tradition: The McLuhan theories are
grounded in the study of media and technology while the socio-psychological tradition is grounded in
the study of individuals with focus on interpersonal interaction and influences. The McLuhan theories
disregard the fact that meaning can also be created through interpersonal interaction (among other
things). Similarly, the socio-psychological tradition disregards the fact that mediums contribute to the
meanings of certain communicated things.
For example, a text message persuading a person to join a rally may not be as powerful as asking
someone to join in person. It can be argued that interpersonal interaction/communication uses no
medium but guess again. We are forgetting how sound waves travel. They travel through mediums
(solid, liquid and gas). In this case they travel through gas (air).
Socio-Cultural Tradition Communication as (Re)Production of Social Order
Main Idea: In the socio-cultural tradition, communication is the means by which culture is passed on.
Culture and reality is produced (and reproduced), maintained, transformed and repaired as people
continue to communicate and share pre-existing cultural and social patterns. This tradition is interested
in studying ones relationship to a culture and how culture affects him. Problems arise when there is a
shortage of shared patterns between people.
McLuhan Theories as positioned in the Socio-Cultural Tradition: The fact that we are talking about
culture being passed on through communication and moving from one technological age to the next
shows that they agree with each other. A change in culture may be observed as a society moves from
one technological age to the next. Similarly as people continue to communicate using various mediums,
culture is also being passed on from one generation to the next.
Critical Tradition Communication as Discursive Reflection
Main Idea: The critical tradition seeks to study the systems, ideologies, and power structures in society
and particularly, who benefits from them. Theorists are interested in exposing oppression in order to
promote a freer society. They are interested in how control of language contributes to oppression and
imbalance of power. They believe that mass media dulls sensitivity to reflection, and reliance on
scientific method blunts critical thinking. Real communication is not merely a transmission of
information but rather it is an exchange which involves reflection and critical discourse. The goal is to be
able to articulate and question things in society that are deemed to be unjust and untrue.
McLuhan Theories as positioned in the Critical Tradition: While the critical tradition is interested in how
control of language is used and abused, media can also be used and abused. This issue of control gives
the McLuhan theories a good position in the critical tradition. The power is in the hands of those who
control the media. A very good example of this is what happened during the EDSA revolution. The
Marcoses tried to cease control of the TV and radio stations so that the opposition could not expose
what was really happening and call people to the streets. Much reflection and critical discourse about
the importance of communication and the broadcast mediums came about after this event.
References:
Craig, Robert T. (1999). Communication Theory as a Field, Communications Theory, 9(2), May 1999,
pp.119-161.
McLuhan, M. Powers, B. (1992). The Global Village: Transformations in World Life and Media in the 21st
Century
McLuhan, M. Fiore, Q. (1967). The Medium is the Massage.