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Contributions of Western Perspectives to a Global Theory of Health Communication Panel: Mainstreaming Global Theories Douglas Storey, PhD Director for Communication Science & Research SBCC Summit Addis Ababa, Ethiopia February 2016 Western Communication Theory 1. 2. 3. 4. Over-represented in the global literature Most widely embedded in academic institutions Most extensively tested, validated cross-culturally Extensive empirical base of evidence, but… 3. Widely criticized as • Individualistic • Cognitive/rationalist • Apolitical • Top-down • Hegemonic Diverse roots in social sciences… Intellectual origins in 4th century BC Greek philosophy? (Peters, 1999) Modern communication research from 1920s • Persuasion theory (Festinger, Asch, McGuire, Fishbein, Cialdini) • Cybernetics (Wiener, Shannon) • Social constructivism and empathic communication and (Dewey, Cooley, Mead) • Social learning theory (Bandura) • Complex systems perspective of diffusion (Tarde, Granovetter, Rogers) …and critical cultural theory • French social structural theory (Durkheim)— industrialization and social relations • Frankfurt and Birmingham Schools (Horkheimer, Adorno, Marcuse, Hall)—cultural industries and power • Critical scholarship in the 1970s • From Europe (Giddens, Foucault)—modernity, knowledge, social control • From Latin America (Freire, Bordenave, Beltran)— bottom up, horizontal communication • Communication and legitimacy in civil society (Habermas) Evolution of media effects theory Six stages (Neuman & Guggenheim, 2011) 1. Persuasion theories (1944-1963) • simple attitude & behavior change, social learning 2. Active audience theories (1944-1986) • motivated attention, uses & gratifications, cognitive dissonance 3. Social context theories (1955-1983) • Two-step flow, diffusion & social networks, knowledge gaps & inequity, spiral of silence, 3pe 4. Societal & media theories (1933-1978) • media hegemony, channel effects (McLuhan), social construction of reality, cultivation theory 5. Interpretive effects theories (1972-1987) • agenda setting, priming, framing 6. New media theories (1996 ) • computer mediated communication, uses & gratifications 2.0 Application to Strategic Communication Modern Western communication research “…is about effects. It could have been otherwise—consider the study of art, for example—but it is not’’ (Katz, 2001) Often this is a fruitful line of thinking that produces useful solutions to immediate social challenges Communication across ecological levels of social aggregation Empirical evidence of certain kinds of effects Predictive power of theoretical constructs • Diffusion • Rational decision-making • Social learning • Perceived risk and efficacy • Expectancy value • Normative perceptions Changes in these variables precede changes in behavior in predicted directions Replicated & validated in multiple sociocultural and political settings Development of predictive models Personal Advocacy Knowledge Attitudes SelfImage Social Influence BEHAVIOR Perceived Risk Emotion SelfEfficacy Norms Implies simultaneous effect of all influences. Implies that communication can affect all of these factors. Multivariate Ideational Model of Communication and Behavior C O M M U N I C A T I O N INSTRUCTION DIRECTIVE Dissemination Promotion Prescription NONDIRECTIVE Dialogue Counseling Entertainment Social Networks SKILLS & KNOWLEDGE IDEATIONAL FACTORS COGNITIVE Beliefs Attitudes Values Perceived Risk Subjective Norms Self-Image EMOTIONAL Emotional Response Empathy Self-Efficacy INTENTION confirmation BEHAVIOR SOCIAL Support & Influence Personal Advocacy PUBLIC Advocacy Regulation ENVIRONMENTAL SUPPORTS & CONSTRAINTS Source: Adapted from Kincaid (2000) Critiques of Western perspectives • Relatively narrow range of social psychological constructs • Focus on mass communication (less on interpersonal communication) as an agent of change • Less attention to complex social systems, cultural dynamics, emotion and power • Deterministic, instrumental, control functions of communication What is missing? Attention to • Longer term structural change • Cultural dynamics • Resolving unequal power distribution Communication is seen as largely external to people and their immediate social environments (Lang, 2013) Current perspective may constrain broader, more organic understanding of communication in longer term, social and structural change and cohesion What does it contribute? • Emphasis on empirical methods, including explication and operationalization of concepts • Embrace of multiple methods • Belief in accountability (direct & indirect over time) • Commitment to replicability and generalization • Openness to critique and synthetic thinking Misunderstanding of probability vs determinism?