Introduction The promoters of ‘Alphabet effect’ such as Marshall McLuhan, Harold Innis, Walter Ong and Robert Logan were associated with Toronto School of Communication. Using these theory cognitive skills such as Abstraction Analysis Coding Decoding Classification are promoted and encouraged. It is also believed that the alphabets traces back to the ancient civilisations of Greek […]

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INTRODUCTION Even though the world of advertising has become more and more competitive, the principle behind the ad copy remains the same. The four steps that the copywriters use in their ad to persuade the consumers to buy the products are attention factor, interest element, desire element and action element which is called as AIDA. […]

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Modelling Theory

Introduction “Most human behavior is learned observationally through modeling: from observing others, one forms an idea of how new behaviors are performed, and on later occasions this coded information serves as a guide for action.” (Albert Bandura) Albert Bandura is an eminent person in the field of developmental psychology and educational psychology. One of his […]

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Regulatory Focus Theory

Introduction Regulatory focus theory is a persuasion theory which focuses on a person’s perceptions on decision making. E. Tory Higgins, professor of psychology in Columbia University formulated the theory and is considered to be one of the notable contributions to the field of human psychology. The theory basically revolves around the enthusiasm of a person […]

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Expectancy Violation Theory

Introduction Expectancy violation is a communication theory which tries to explain the unexpected behaviours of human beings while interacting. The theory is based on the uncertainty reduction theory where the vagueness on the behaviours of the others is reduced through interaction. The theory was developed from the Nonverbal expectancy violation model by Judee.K.Burgoon which described […]

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Types of Communication

Communication Communication means transferring thoughts, information, emotion and ideas through gesture, voice, symbols, signs and expressions from one person to another. Three things are most important and essential in any communication process they are Sender, Receiver and the Channel (medium). The Sender is encoding the messages in any form like voice, written or any signs. […]

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Relational Dialectics Theory

Introduction Relational dialectics is a concept within communication theories which is introduced by professors Leslie Baxter and Barbera M.Matgomery in 1988, the concept focuses on the contradictions in relationships. The relational dialectics has its roots from the concept of the extreme will sustain the sources of the contrary. This philosophical concept reflects the tensions that […]

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The Narrative Paradigm

Introduction Narrative paradigm is a concept in communication theory and was developed by Walter Fisher. The concept is adopted from the oldest form of communication – story telling. He stated that all meaningful communication is in the form of storytelling. Peoples past experiences influence our need for communication and also base our behaviour. Thus narrative […]

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Communication Accommodation Theory

Introduction Communication accommodation is a communication theory which emphasis the adjustments that people does while communicating. Howard Giles, the professor of communication at the University of California, developed the theory which is and according to him is when people try to emphasis or minimize the social difference between the others whom they interact with. The […]

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Muted Group Theory

Introduction Muted group theory is a critical theory concerning the certain groups of people who remain powerless compared to the others. Edwin Ardener, a British anthropologist, introduced the concept. His noted contributions in anthropology are the studies on gender and found that the studies made by many ethnographers in the society was generalised to the […]

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