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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?

Rhetorical Vision

Fantasy theme analysis -SCT

Fantasy Chain reaction

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