SCCA 1013
INTRODUCTION TO COMMUNICATION
CHAPTER 1:
HISTORY OF COMMUNICATION STUDY
RATIONALE
Communication studies is aimed
at building one’s awareness of
interaction between parties to
the normal functioning of human
beings and facilitates their
ability to operate in the social
environment and beyond.
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Learning Outcomes
Define and explain about communication study
Identify the development of communication
study at the international level
Explain the development of communication
study in Malaysia.
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Topics
i. Communication as social sciences.
ii. Changes and development of communication
study.
iii. Development of communication study in
Malaysia
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Communication as Social Sciences
What is Communication?
Communication is a field of study which discusses one of
the social science aspect: community relations.
Generally COMMUNICATION explains the phenomena of
the process, the nature and impact of community
interaction.
What is ‘Social Sciences’
A systematic science of describing or discussing social
affairs.
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Communication as Social Sciences Studies
– Cont’d
Psychology
Economy Sociology
Social
Sciences
Anthropology
Communication
Laws Politics
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Development of Communication Studies
Social Science Era Revolution Era [1950-
Early Era[1900-1930]
[1930-1950] 1960]
• Beginning with the era • The impact of the • Communication is
of Ancient Greece - World’s War become becoming to create its
rhetoric. professional field. s own field of its own.
• Studies of rhetoric • From a focus on • Efforts to develop
flourish in Europe & speaking, growing to original communication
America. media effects (Lasswell) theory through Linear
• Become a professional on thoughts, attitudes Model of
field - public speaking and behaviors (Hovland, Communication
in 1914 in America. Lazarsfeld, Lewin). (Shannon & Weaver) &
• Growing by Wilbur SMCR Model (Berlo)
Schramm.
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Communication Studies
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Development of Communication Studies
Turbulence • Initial focus on interpersonal communication and group communication.
Era • Communication field also influenced the civil rights movement.
[1960-1970]
New Rhetoric
• Interest in social issues is increasing.
Era [1965- • Study the effects of mass communication on the social movement.
1980] • Effects of social on culture change.
• Scholars have tried to build a theory that can explain the phenomenon of
Universal
Model Era communication independently.
[1970-1980] • Various studies on various aspects of life conducted.
• The existence of new models of communication.
• Emerging of cross-discipline of knowledge.
Turbulence
• Development in other field of studies makes communication become
Era[1980-
now] dynamic area of study.
• Interest on the interpretive & critical paradigm.
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Factors that Influence the Development of
Communication Studies
• Littlejohn (1997): Strcuturalist Functionalist,
Diversity of
Genre/
Behavioural Cognitive, Interactionalist,
Paradigm Interpretive, Critical.
• Griffin (2003): Cybernetic, Socio-Cultural
• Economy: Industrial revolution, development,
World
Events health
• Politics: World Wars
Technology • Innovation in telecommunication.
Advancemen
t • The phenomena of new media.
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Development of Communication Studies in Malaysia
Phase 1 Phase 2
*Development of journalism *Development of printed media
*Communication roles in *Establishment of IPRM-1962 &
national politics BERNAMA-1968.
*Communication as independent *Communication as
tools development tools
Phase 4
Phase 3 *Communication as commodity
*Business and entrepreneurial *Communication study offered
* Communication study offers in in all HEIs in Malaysia
USM, UiTM & UKM. *Impact of communication
technology
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CONCLUSION
Why do we need to study Communication?
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