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Introduction

Communication is a constantly evolving tradition that associates more meaning as time flies. Craig’s traditions of field communication was a theory proposed to bring forth coherence among the theories of communication (Marwa AH, 2017). He aimed to make his theory, the base upon which all other theorists could understand and identify the root causes and issues. 

Craig’s theory comprises seven key traditions; socio-psychological, cybernetic, rhetorical, semiotic, sociocultural, critical, and phenomenological (Craig, 1999). The theory can be used for identifying cause-effect relations, analyzing opinions and predicting outcomes, connecting and empathizing with the audience, and to study the effect of communication on the mind.

Theoretical Review 

Social psychology traditionally has been defined as the study of how people affect and are affected by, others (Kraus & Fussell, 1996). It helps the reader understand the cause and effect in relationships, which further helps us predict the outcomes of a particular strategy. 

The tradition is an embodiment of a scientific or objective perspective. Through detailed and systematic observation, it makes it possible to discover the truth of communicative phenomena (Podgorecki,2004)

The socio-psychological tradition plays an internal influence as much as it plays an internal one (Maguire, 2006). The intrapersonal elements are in turn determined by the external elements such as; the community, culture, spiritual beliefs, and the immediate social circle. It has played a keynote in regards to the understanding of culture and group formations. It has helped people of like minds group and share similar interests while achieving a feeling of belongingness.

Limitations of the theory tradition

Craig managed to create a purely scientific theory that completely ignored the subjectivity in human attitudes. This only led to further confusion rather than meeting with the intent coherence. There was no common ground on which all the communication scholars could agree or disagree. (Jan, Ali Shah, and Marwan, 2017)

The Socio-Psychological tradition has managed to ignore the role of emotions and subjectivity. The very outcome of the listener or speaker is in turn determined by their state of mind and the degree of intensity associated with the background they are placed in. 

The Moral-Conflict theory by Littlejohn and Foss (2011) helps us understand the limitations of Craig's theory while helping us clear out the confusion the initial would tend to create. Moral conflict theory explains deep moral differences and patterns of communication commonly associated with such conflicts. (Cole, Littlejohn, 2018)

Luhmann’s Theory (Riese, 2011) also manages to emphasize on the importance of meaning associated in communication and the importance of understanding to deem communication successful.

Conclusion

Socio-Psychological theory plays a crucial role in daily communication. From opinions to cause-effect relationships, the theory helps us understand and anticipate outcomes. The tradition, alongside the theory, is one among the key reasons why the speakers and addressers can deliver what the audience expects. 

Craig’s theory, however, has proven to be purely objective, which tends to ignore multiple personality traits and emotional elements. Individual traits such as; mindsets, past experiences, emotional intelligence, cultural background, world views, and human attitudes, creates further confusions rather than coherence

 

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  • Posted on : June 27th, 2019
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