Craig PURCOMM

Lovely May B.
Jardin
GE5: Purposive Communication
BSP 1-4
Assignment:
Robert Craig 7 Tradition of Communication
1. Define Communication
Communication process is the exchange of information between two or more people. It’s the
actionable transfer of information from one person, group, or place to another by writing,
speaking, or using a medium that provides a means of understanding. Every communication
consists of a minimum of one sender, a receiver, and a message. It’s also a process of creating
and sharing ideas, information, views, facts, and feelings from one place, person, or group to
another.
2. Who is Robert Craig?
Robert T. Craig is a communication theorist from the University of Colorado, Boulder who
received his BA in Speech at the University of Wisconsin–Madison, and his MA and PhD in
communication from Michigan State University.
Craig was on the 1988 founding

board of the journal "Research on
Language and Social
Interaction," a position he
continues to hold.
From 1991 to 1993 Craig was the
founding editor of the
International Communication
Association journal
"Communication Theory" which
has been in continuous
publication since
1991.
He is currently the editor for the
ICA Handbook series.
In 2009 Craig was elected as a
Lifetime Fellow for the
International Communication
Association,
an organization he was president
for in 2004–2005.
Craig was on the 1988 founding board of the journal "Research on Language and
SocialInteraction," a position he continues to hold.
From 1991 to 1993 Craig was the founding editor of the International Communication
Association journal "Communication Theory" which has been in continuous publication since
1991.
In 2009 Craig was elected as a Lifetime Fellow for the International Communication Association,
an organization he was president for in 2004–2005.
3. What are the 7 Traditions of Communication?
Robert Craig developed a model that labeled and separated the field of communication into
seven traditions (Littlejohn & Foss 34). These are known as the semiotic, the phenomenological,
the cybernetic, the socio-psychological, the socio-cultural, the critical, and the rhetorical
traditions. Each tradition focuses on a different aspect or specialized area of communication and
knowing each one gives new and sometimes conflicting viewpoints on why we relate and
comprehend the information we absorb on a daily basis.
4. Define each type
• Cybernetic Tradition – communication as a system of information processing.
• Socio-Psychological Tradition – communication as expression, interaction, and influence rooted

in human psychological processes.
• Rhetorical Tradition – communication as artful public address. The word “rhetoric” means, the
art of using all available means of persuasion focusing upon lines of argument, organization of ideas,
language use, and delivery in public speaking.
• Semiotic tradition – communication as the process of sharing meaning through signs.
• Socio-cultural Tradition (and its 5 branches ) – This tradition is centered on the creation and
enactment of social reality.
BRANCHES OF SOCIO-CULTURAL TRADITION:
1. Symbolic Interactionism – The way people relate to things is determined by what meaning these
things have for them. These things come to have meaning for the person through social interaction.
2. Social Constructionism – Based on the idea that all knowledge is constructed through social
interaction. Meaning and language is more important the nature of the world (reality).
3. Socio-linguistics – The way in which language is used depends on the cultural or social setting and
meaning is not neutral but rather social and cultural.
4. Philosophy of Language – The meaning of language depends on its use.
5. Ethnography – The is the discipline of observing particular groups of people in which a certain
meaning is generated. It focuses on how that group communicates, the words they use to communicate
and what those words mean to them.
6. Ethnomethodology – This is the application of the belief in how social interaction is generated at a
particular point in time. In order to explore this microbehaviours are studied in real life situations.
• Critical Tradition – communication as a reflective challenge of unjust discourse.
• Phenomenological tradition – communication as dialogue and the experience of otherness.
5. Provide 2 examples of each type.

• Cybernetic Tradition
 The cybernetic tradition can be seen in the example of a classroom with students. Relationships
between students and teacher, students and each other, subject matter, classroom
environment, student cultural diversity, and homework come together to form a cycle of
networks and connections.
 Another key concept in the cybernetic tradition is the idea of feedback loops. Feedback loops
are integral to the functioning of the social media platform. When users interact with content by
liking, commenting, or sharing, the platform's algorithms collect data on these actions to tailor
future content recommendations.
• Socio-Psychological Tradition
 Symbolic interactionism can be an example. According to this perspective, meaning is created
through the process of interaction, interpretation, and negotiation between individuals. For
example, in everyday conversations, individuals use symbols (such as words, gestures, and facial
expressions) to convey meaning, interpret others' messages, and negotiate shared
understandings within social interactions.
 The socio-psychological tradition also explores the cognitive processes involved in
communication, including perception, attention, memory, and decision-making. Cognitive
processes play a significant role in how individuals perceive, process, and respond to
communication cues during a job interview. The interviewer's cognitive processes, including
attention, memory, and decision-making, influence their evaluation of the interviewee's
qualifications, skills, and fit for the job role. Similarly, the interviewee's cognitive frameworks,
beliefs, and self-perceptions shape their responses to interview questions, their ability to recall
relevant experiences and examples, and their strategic communication tactics.
• Rhetorical Tradition
 Political speeches serve as a prominent example of the rhetorical tradition in action. Politicians
often employ persuasive language, rhetorical devices, and appeals to emotion, reason, and
credibility to sway public opinion, mobilize supporters, and advance their agendas.
 Advertising campaigns provide another compelling example of the rhetorical tradition at work.
Advertising agencies craft messages, slogans, and visual imagery designed to capture
consumers' attention, evoke emotional responses, and persuade them to purchase products or
services.
• Semiotic tradition
 Fashion and clothing styles serve as rich domains for semiotic analysis. Clothing choices,
accessories, and personal styles are all forms of communication that convey messages about
individual identity, social status, and cultural affiliations.
 Internet memes, which are often images, videos, or text snippets accompanied by humorous or
relatable captions, serve as cultural artifacts that convey shared meanings and references within
online communities.
• Socio-cultural Tradition
 Social media platforms have become significant spaces for socio-cultural activism and
movements, where individuals and communities mobilize, organize, and advocate for social
change. Platforms like Twitter, Facebook, and Instagram serve as virtual arenas for individuals to
share their voices, raise awareness about social issues, and mobilize support for causes.
 Another example, immigrant families may maintain multilingual practices at home to transmit
cultural values and traditions to younger generations, while also adapting to dominant language
norms in educational, professional, and public settings.
• Critical Tradition
 TV shows portray different types of people, like men, women, different races, and groups like
doctors or police officers. Sometimes, these shows might show certain groups in ways that
aren't fair or accurate. For example, they might always show doctors as men or always show
certain races in negative roles. The Critical Tradition looks at how these portrayals can reinforce
unfair ideas about people and keep certain groups from being treated fairly in society.
 A few big companies own most of the news stations and newspapers you see and read.
Sometimes, these companies might care more about making money than sharing important
information. The Critical Tradition says we should pay attention to this because it means we
might not always get the whole story, and important issues might get ignored.
• Phenomenological tradition
 When you visit an art gallery or museum, you might notice that people react differently to the
same piece of artwork. The Phenomenological Tradition helps us understand that each person's
experience and interpretation of art is unique and subjective. one person might find a painting
calming and beautiful, while another might see it as chaotic or confusing. These interpretations
depend on personal backgrounds, emotions, and past experiences.
 When you're sharing a story with your friends about something that happened to you. As you
tell the story, your friends might react differently. Some might laugh, others might feel sad, and
some might relate to your experience. The Phenomenological Tradition helps us see that each
person brings their own perspective and understanding to the story based on their individual
thoughts, feelings, and experiences.

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Lovely May B.

Robert Craig 7 Tradition of Communication

2. Who is Robert Craig?

Craig was on the 1988 founding

3. What are the 7 Traditions of Communication?

4. Define each type

• Cybernetic Tradition – communication as a system of information processing.

• Socio-Psychological Tradition – communication as expression, interaction, and influence rooted

• Semiotic tradition – communication as the process of sharing meaning through signs.

4. Philosophy of Language – The meaning of language depends on its use.

• Critical Tradition – communication as a reflective challenge of unjust discourse.

• Phenomenological tradition – communication as dialogue and the experience of otherness.

5. Provide 2 examples of each type.

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