Elements of Objective Theory
Elements of Interpretative Theory
- Explain the Data
- SCT makes sense of chaotic group communication
Relative Simplicity
- simplicity is a virtue
- easy to understand; straightforward theory
Hypothesis can be tested- not for SCT
Predict Future Events
- Still no certainty can be proven
- "Soft predictive power"-explain possibility and tendencies
- Bormann's rhetorical vision contain motives that can "predict" individuals actions
New Understanding of People
- Not seeking to common com patterns in all people
- More of a focus on a specific group with unique speech
Reform Society
Aesthetic Appeal
- SCT well written, easy to understand, more room for creativity in theory
Practical Utility
- SCT can be used to advise small groups, predict public opinion, conduct market research and improve organizational communication
- Good interpretative theory generates change
- it draws attention to social issues and promotes change and awareness of problems
- More political than objective research
Clarification of Values
- Values are brought into attention
- "Theoritical positions have moral implications, and when we teach them, advocate their use to others....they have moral consequences. -Eric Rothenbuhler, p.35
Community of Agreement
- Support for a theory determines if the application of theory is correct
- Must be debated
Symbolic
Convergence
Theory
Building Group Consciousness
How does the group respond to a message?
Fantasy theme analysis -SCT