posted on 2024-11-18, 14:54authored byInaugural addresses
Inaugural lecture--Department of Communication, Rand Afrikaans University, 25 August 1971@@Although numerous empirical studies and a vast array of facts exist in the field of communication, the new discipline still lacks a sound theoretical framework for the systematic integration of facts. This state of affairs is due to the following:
(i) until recently the study of the communication phenomenon was spread over a number of Social Sciences;
(ii) there exists no consensus as to the field of communication. Attempts at demarcation of the field include control and communication in technological, biological and social spheres, as well as the all embracing Cubernetics. A theory of human communication should concentrate on the specifically human aspects of communication, i.e. personality characteristics (knowledge, communication skills, etc.), the social relationship belween source and receiver as well as the social situation in which the communication takes place. Such factors are included in the motivation of the human participants in communication. An acceptable theory of motivation will therefore form the basis of an adequate theoretical framework for communication. In turn, such a motivational theory is dependent upon an image of man which will have to resolve certain philosophical and epistomological
considerations. An image of man is postulated and used to test the various motivation theories such as the Instinct, Instinct-and-Drive, Stimulus-Response and Achievement theories. The limitations of these theories specifically for communication are illustrated by means of empirical findings in the field. A synthesis of social comparison and cognitive theories is selected as an indication of the direction in which the search for a motivational theory should proceed.