Unformatted text preview: SCCA 1013
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.
SCCA1013, Dept. of Communication 12/24/2019 2 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. SCCA1013, Dept. of Communication 12/24/2019 3 Topics
i. Communication as social sciences. ii. Changes and development of communication
study. iii. Development of communication study in
Malaysia SCCA1013, Dept. of Communication 12/24/2019 4 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
What is ‘Social Sciences’ A systematic science of describing or discussing social
affairs. SCCA1013, Dept. of Communication 12/24/2019 5 Communication as Social Sciences Studies
Sociology Economy Social
es Communication Laws SCCA1013, Dept. of Communication Anthropology Politics 12/24/2019 6 Development of Communication Studies
• Beginning with the
era of Ancient
Greece - rhetoric.
• Studies of rhetoric
flourish in Europe &
• Become a
professional field public speaking in
1914 in America. Social Science Era
[1930-1950] Revolution Era
[1950-1960] • The impact of the
World’s War become
• From a focus on
speaking, growing to
• Growing by Wilbur
Schramm. • Communication is
becoming to create
its s own field of its
• Efforts to develop
Linear Model of
(Shannon & Weaver)
& SMCR Model
(Berlo) SCCA1013, Dept. of Communication 12/24/2019 7 Communication Studies SCCA1013, Dept. of Communication 12/24/2019 8 Development of Communication Studies
Initial focus on interpersonal communication and group communication.
Communication field also influenced the civil rights movement. Turbulence
[1965-1980] • Interest in social issues is increasing.
• Study the effects of mass communication on the social movement.
• Effects of social on culture change. Universal
[1970-1980] • Scholars have tried to build a theory that can explain the phenomenon of
• Various studies on various aspects of life conducted.
• The existence of new models of communication. Turbulence
Era[1980now] • Emerging of cross-discipline of knowledge.
• Development in other field of studies makes communication become
dynamic area of study.
• Interest on the interpretive & critical paradigm. SCCA1013, Dept. of Communication 12/24/2019 9 Factors that Influence the Development of
t • Littlejohn (1997): Strcuturalist
Functionalist, Behavioural Cognitive,
• Griffin (2003): Cybernetic, SocioCultural
• Economy: Industrial revolution,
• Politics: World Wars
• Innovation in telecommunication.
• The phenomena of new media. SCCA1013, Dept. of Communication 12/24/2019 10 Development of Communication Studies in
*Development of journalism
*Communication roles in
independent tools Phase 3
* Communication study
offers in USM, UiTM & UKM. SCCA1013, Dept. of Communication Phase 2
*Development of printed
*Establishment of IPRM-1962
offered in all HEIs in
*Impact of communication
12/24/2019 11 CONCLUSION Why do we need to study
Communication? SCCA1013, Dept. of Communication 12/24/2019 12 ...
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- Fall '19