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Transcript of Sociopsychological Tradition
Collaboration between communication and psychology
The study of the individual as a social being
The socio-psychological tradition stems from psychological theories and is focused heavily on the individual as a socialized entity, a part of a network of people, but still independent in their actions.
Theories related to the
An individual's personality or psychological influence will impact how they react to certain messages
A series of controlled experiments
Carl Hovland "Founding Father"on experimental research on the effects of communication
Yale Attitude Studies
Theories Deal With...
This tradition can be divided into 3 branches
How people behave in communications situations
These theories typically look at the relationship between what someone says and does, in relation to variables (personal traits, situational differences, learning)
Effects of brain function and structure, neurochemistry, and genetic factors on human behavior
These researchers believe many of our traits, thoughts and behaviors are wired in us from birth (nature vs. nurture)
How individuals acquire, store and process information that leads to behavioral outputs
What we do in a communication situation depends on more than a stimulus-response patterns, but it also depends on the mental operations used to manage information
Individual social behavior
Personalities & Traits
Key Ideas of the Socio-Psychological Tradition
Psychological explanations are crucial
"Science of Communication"
Persuasion & Attitude Changes
Source of the message
(personality, susceptibility to influence)
Content of the message
(fear appeals, order of arguments)