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Theory Key Names
11th Edition

Annotated list of scholars and terms, from the Instructors Manual and margin notes in the text

List mode: Normal (click on theory name to show detail) | Show All details | Clear details

Chapter  4Mapping the Territory


  • Robert Craig
    • A communication scholar from the University of Colorado who has defined seven traditions of communication theory.
  • Cybernetics
    • The study of information processing, feedback, and control in communication systems.
  • Rhetoric
    • The art of using all available means of persuasion, focusing upon lines of argument, organizations of ideas, language use, and delivery in public speaking.
  • Semiotics
    • The study of verbal and nonverbal signs that can stand for something else, and how their interpretation impacts society.
  • Symbols
    • Arbitrary words and non-verbal signs that bear no natural connection with the things they describe; their meaning is learned within a given culture.
  • Sapir-Whorf hypothesis of linguistic relativity
    • The claim that the structure of a language shapes what people think and do; the social construction of reality.
  • Culture industries
    • Entertainment businesses that reproduce the dominant ideology of a culture and distract people from recognizing unjust distribution of power within society; e.g., film, television, music, and advertising.        
  • Phenomenology
    • Intentional analysis of everyday experience from the standpoint of the person who is living it; explores the possibility of understanding the experience of self and others.
  • Pragmatism
    • An applied approach to knowledge; the philosophy that true understanding of an idea or situation has practical implications for action.


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Theory Key Names
11th Edition

Annotated list of scholars and terms, from the Instructors Manual and margin notes in the text

List mode: Normal (click on theory name to show detail) | Show All details | Clear details

Chapter  4Mapping the Territory


  • Robert Craig
    • A communication scholar from the University of Colorado who has defined seven traditions of communication theory.
  • Cybernetics
    • The study of information processing, feedback, and control in communication systems.
  • Rhetoric
    • The art of using all available means of persuasion, focusing upon lines of argument, organizations of ideas, language use, and delivery in public speaking.
  • Semiotics
    • The study of verbal and nonverbal signs that can stand for something else, and how their interpretation impacts society.
  • Symbols
    • Arbitrary words and non-verbal signs that bear no natural connection with the things they describe; their meaning is learned within a given culture.
  • Sapir-Whorf hypothesis of linguistic relativity
    • The claim that the structure of a language shapes what people think and do; the social construction of reality.
  • Culture industries
    • Entertainment businesses that reproduce the dominant ideology of a culture and distract people from recognizing unjust distribution of power within society; e.g., film, television, music, and advertising.        
  • Phenomenology
    • Intentional analysis of everyday experience from the standpoint of the person who is living it; explores the possibility of understanding the experience of self and others.
  • Pragmatism
    • An applied approach to knowledge; the philosophy that true understanding of an idea or situation has practical implications for action.


You can access the Key Names for a particular chapter in several ways:

  • Switch to View by Theory, then select the desired theory/chapter from the drop-down list at the top of the page. Look in the list of available resources.
  • To quickly find a theory by chapter number, use the Table of Contents and link from there. It will take you directly to the theory with available options highlighted.
  • You can also use the Theory List, which will take you directly to the theory with available options highlighted.

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