FM-Craig-45179.qxd 3/9/2007 12:07 PM Page ix INTRODUCTION HEIDI L. MULLER AND ROBERT T. CRAIG heorizing Communication: Readings for further research. The readings include both Across Traditions, a new introduction to classic texts from the traditions of communi- T communication theory based on an inte- cation theory and newer selections reflecting grative model for the field, is designed to engage current trends. The book creates a more fully readers in a very practical project of theorizing developed structure for making sense of the var- communication. Craig (1999) envisioned com- ied and constantly evolving ideas that compose munication theory as a field of study that inte- the field of communication theory. It also high- grates seven distinct traditions of thought with a lights the possibility, practicality, and usefulness shared focus on practical communication prob- of the project of theorizing communication for lems (see unit II, reading 5). Leading textbooks everyone ranging from advanced scholars to curi- have adopted the seven traditions model as an ous general readers. overview perspective of the field. Because communication theory actually encompasses hundreds of different theories that approach com- munication from various, seemingly unrelated THE PROJECT OF THEORIZING points of view, the subject is notoriously confus- COMMUNICATION ing for beginning students. Making sense of com- munication theory is further complicated by the Communication theory is more than just an diversity of intellectual styles within the commu- expansive litany of abstract concepts formulated nication discipline. Because different theories are by accomplished scholars for others to under- in essence written in different languages, assem- stand, apply, and investigate. For us, to study com- bling a coherent picture of communication theory munication theory means to become actively often seems like an unwieldy if not overwhelm- engaged in the project of theorizing communi- ing task. Brief textbook overviews of the integra- cation. This is not a project that is somehow tive model are therefore helpful for giving the removed from ordinary life. Theorizing is a for- field some initial unity and structure, thus helping malized extension of everyday sense-making and students to make sense of it. problem solving. Theorizing begins with a height- Our purpose in this book is to provide a ened awareness of our own communication expe- deeper background for understanding and using riences and expands that awareness to engage that integrative approach to communication with communication problems and practices in theory. For that purpose we have assembled a the social world. Theories are not just intellectual reference collection of primary source readings abstractions; they are ways of thinking and talking along with introductory notes and suggestions that arise from different interests, and they are ix FM-Craig-45179.qxd 3/9/2007 12:07 PM Page x x • THEORIZING COMMUNICATION useful for addressing different kinds of practical societies. Although the widespread awareness of problems. Over time, specific avenues of thought the importance of communication that Cameron have been surveyed and cleared (and sometimes describes is a fairly new phenomenon, the read- paved) as scholars and others have participated in ings in unit I reveal that our commonplace ideas these specialized forms of discourse. These estab- and ways of talking about communication have lished, cultivated ways of thinking and talking are evolved over many centuries. Communication what we call traditions of communication theory. theory, in essence, extends those commonplace Learning communication theory means learning ideas to enable a more sophisticated, insightful these traditions, learning how to use them as level of conversation about communication prob- lenses for examining communication problems in lems and practices. different ways, and learning how to participate in Ideas in communication theory are often the specialized forms of discourse by which the intellectually refined versions of ordinary practi- traditions of communication theory constantly cal concepts. For example, certain elements of grow, develop, and change. what is now called the transmission or source- To summarize in a different way, learning to message-receiver model of communication were engage in the project of theorizing communica- already present in the ancient culture of Homeric tion as we approach it in this book has four key Greece (see reading 1). Other ideas about com- requirements. First, we must understand the close munication as transmission emerged with connection between theoretical ways of thinking Christian speculation about the communication and talking about communication and our ways of angels (reading 2), bureaucratic discourse of thinking and talking about communication about the construction of roads and canals in in everyday life. Second, we must understand early modern France (reading 3), and innova- the logic of practical theory—how theories can tions in electronic media from the telegraph in be explicitly designed and used to address practi- the mid-19th century to the present (reading 4). cal problems. Third, we must understand the Semiotic and cybernetic theories of communica- traditions of communication theory and their use- tion (see units IV and VI) have modified and sys- fulness as a way of integrating the field. Fourth, tematized these now commonplace ideas about however, we must also understand that traditions communication between minds, flow and circu- should not be reified or taken for granted, and that lation through networks, and have modified and the project of theorizing requires questioning and systematized ways of using information to rethinking theoretical traditions as we use them. achieve influence and control at a distance. These four points are explained in more detail in As the process of theorizing reflects on the following sections. ordinary ideas about communication, it also crit- icizes those ideas and generates alternative, more carefully thought out designs for thinking and talking. Semiotics (the theory of communication UNDERSTANDING METADISCOURSE: through signs and symbols) is not just an elabo- COMMUNICATION THEORY AND ration of commonplace ideas about the use of EVERYDAY TALK words to communicate. From the 17th-century philosopher John Locke’s critique of the abuses In some sense, everyone is already a communica- of language (reading 10) to the most recent tion theorist. That is, throughout society there is deconstruction of popular ideas about communi- an ongoing conversation about communication cation with extraterrestrial aliens (reading 14), and communication theory in which everyone theorists in this tradition have challenged the is already engaged to some extent. Cameron conventional wisdom about communication in (reading 30) points out that metadiscourse— enlightening and sometimes disturbing ways. everyday talk about communication—has become The theorizing process is creative as well a major preoccupation of people in modern as critical. Locke’s remedies for the abuse of FM-Craig-45179.qxd 3/9/2007 12:07 PM Page xi Introduction • xi language still continue to echo several centuries apparent. Why did members of the group show later in teachings and popular advice about effec- up in two different meeting places? What did I tive communication. Plato’s devastating critique say that made my friend angry with me? How do of the unprincipled nature of rhetoric (reading 6) I know if this news on TV is just “spin”? Can was soon followed by Aristotle’s effort to put the I trust this information I found on the Web? We art of rhetoric on a sounder theoretical foundation also think about our communication when we (reading 7), which in turn has been both extended find ourselves faced with particularly problem- and challenged by later theorists (for examples, atic situations and need to decide what to do. see readings 8 and 9). Phenomenological writings How do I tell my boss about what went wrong in about genuine dialogue (unit V) have both ques- the meeting today without affecting my chances tioned the possibility of authentic human contact of promotion? As a journalist, how can I remain and articulated the conditions for achieving it. objective while reporting a nasty and misleading Research in social psychology (unit VII) has cor- political campaign? That we think about com- rected naive assumptions about the psychological munication at these points is in keeping with the processes involved in communication while logic of practice. As Craig and Tracy (1995) also providing a wealth of experimentally tested pointed out, “When ongoing action is blocked, hypotheses. Sociocultural theorists (unit VIII) we think: and in thinking we reinterpret the have shown how communication makes human problematic situation so as to continue action” society possible while critical theorists (unit IX) (p. 252). Such is the nature of communication have both unmasked the ideologies and power practice. structures that distort communication and envi- A practical approach says that there is no way sioned the possibility of more genuinely demo- to devise or apply a theory that would provide the cratic forms of social life. right answer that would eliminate these problems. As we become more deeply involved in these Rather, communication is inherently problematic. theoretical and everyday discourses on commu- What worked this time in communicating with nication, we gain a fuller understanding