Alternative traditions of analysis: structuralb, ehavioural and cultural
While the questions raised at different levels are similar in this abstract form, in practice very different concepts are involved, and the reality of communication differs greatly from level to level. (For instance, a conversation between two family members takes place according to different 'rules' from those governing a news broadcast to a large audience, a television quiz show or a chain of command in a work organization.) It is easy to appreciate from this why any 'communication science' has, necessarily, to be constructed from several different bodies of theory and evidence, drawn from several of the traditional 'disciplines' (especially sociology and psychology in the earlier days, but now also economics, history and literary and film studies). In this respect, the deepest and most enduring divisions separate interpersonal from mass communication, cultural from behavioural concerns, and institutional and historical perspectives from those which are cultural or behavioural. Putting the matter simply, there are essentially three main alternative approaches: the structural, the behavioural and the cultural.
Alternative traditions of analysis: structuralb, ehavioural and culturalWhile the questions raised at different levels are similar in this abstract form, in practice very different concepts are involved, and the reality of communication differs greatly from level to level. (For instance, a conversation between two family members takes place according to different 'rules' from those governing a news broadcast to a large audience, a television quiz show or a chain of command in a work organization.) It is easy to appreciate from this why any 'communication science' has, necessarily, to be constructed from several different bodies of theory and evidence, drawn from several of the traditional 'disciplines' (especially sociology and psychology in the earlier days, but now also economics, history and literary and film studies). In this respect, the deepest and most enduring divisions separate interpersonal from mass communication, cultural from behavioural concerns, and institutional and historical perspectives from those which are cultural or behavioural. Putting the matter simply, there are essentially three main alternative approaches: the structural, the behavioural and the cultural.
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