What are theories of communication?
They are models that attempt to recreate and explain the operation under controlled conditions of specific phenomena within the communication. Communication can be viewed from various angles and for each one there are a number of ways of explaining them.
Theories seek to ensure that these explanations are tested through scientific methods such as field experimentation that takes place in the social sciences, among which we find the most common strategies like: polling, creation of focus groups and direct observation to the event being studied.
Furthermore, before a theory is considered as such, it suffers constantly testing to help confirm that the phenomena happen with a probability of 99% as suggested.
How they work?
The specific phenomenon of communication we are referring to is exemplified by not just words, but by diagrams to explain it, clearly delineating each part that goes into action and outlining the role of each one. Thus, communication scientist shows us the relationship between parts of the fact being studied, and how each one is affected by the other.
What are they used?
To shape theories of communication is important to know with sufficient detail how a phenomenon works in order to remark the comprehension of it and if possible use it to our own benefit, always in an ethical and responsible way and having into consideration that every action we take should positively affect our neighbors and the environment in which it is performed.
For example, if we choose as a phenomenon, the perception of advertising in children 2 to 5 years, we know how the components of the phenomenon are relate and how they affect to each one, in this case, advertising, perception and children from 2 to 5 years. Knowing the relationship will, as above mentioned, make 99 per cent of children from 2 to 5 years perceive correctly the messages that are being generated for them.
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Recommendations
DAVID K. BERLO, The process of communication an introduction to theory and practice, Ed. El Ateneo.
DENIS MCQUAIL, Introduction to Mass Communication Theories, Paidós.
JOSÉ CARLOS LOZANO RENDÓN, Mass Communication Theory and Research, Alhambra.
