Social Cognitive Theory

Have you ever noticed that the average child has an imaginary friend that they often times act out a real life occurrence with, or that they assume the personality of a favourite television character or friend?  Adults also try to emulate someone they have a connection with or admiration for.  Psychology states that human development … Continue reading Social Cognitive Theory


Speech Code Theory

According to the founder of speech code theory, Gerry Philipsen, a speech code is “a historically enacted, socially constructed system of terms, meanings, premises and rules, pertaining to communication conduct” (Griffin, 2009).  His ethnographic research was conducted in 2 American states, Chicago and Santa Barbara in which he respectively named them Teamsterville and Nacirema.  Philipsen … Continue reading Speech Code Theory

Users and Gratification Theory

I remember many days sitting at the lunch room table with friends during lunch break discussing our favourite series Scandal.  I will admit, I am not really a TV person but the excellent story, thrill and suspense kept me engrossed throughout the entire seven seasons.  I eventually developed an interest for most of Shonda Rhimes’ … Continue reading Users and Gratification Theory

Symbolic Interactionism Theory

According to the Symbolic Interactionism theory a person’s development is predestined by his or her perception, thoughts and environment.  This is believed to be the process in which communication occurs.  Additionally, an individual’s views, thoughts, gestures and expressions are shaped by his or her environment.  These processes are all critical to how language is used … Continue reading Symbolic Interactionism Theory

The Critical Tradition

In this tradition, scholars investigate how persons of lesser economic power are oppressed by the privileged and dominant echelons in a society. What effect does the ideologies and power has on those who are marginalized.    Of particular interest, they are concerned with whose interests these power structures serve in order to encourage those who are … Continue reading The Critical Tradition

The Sociocultural Tradition

Addresses the ways our understanding, meanings, norms, roles and rules are worked out interactively in communication.  It focuses on a community on a whole and not the individual.  Persons who subscribe to this tradition are of the view that language is what constructs a society and hence social interaction and acculturation is formed.  These theorists … Continue reading The Sociocultural Tradition

Phenomenological Tradition

This tradition speaks all about consciousness and how individuals perceive the world as a result of their experiences; that is, from observing, engaging, interpreting and exploring objects, events, circumstances and or conditions.  According to Stanley Deetz, there are three basic principles of phenomenology: our conscious experience is where knowledge is gained; meanings of an object … Continue reading Phenomenological Tradition