studies the phenomenon through the analysis of its individual components. Talking about globalwarming is one of the most recognized ideas in systems theory. In fact, those who warn us aboutglobal warming tell us that all our actions have an impact on each other and on our environment.In the case of communication, paradigm theory tries to understand the connection betweenhuman communication, rather than just looking at some of it. The main tenets of systems theoryare as follows. A simple example is baking a cake. If you put all the ingredients in, you wouldn'thave a cake. Instead, you would have brought the ingredients for the cake. However, if youcombine these ingredients in a certain way, you will create a cake. Combining the ingredients isnot the only thing you get when you make a cake.Rhetorical TheoryRhetoric is the oldest tradition in the field of communication. A good definition of rhetoric is"any use of human symbols that works in any field - public, private and everything in between".Note that one of our definitions of theory is "the way an experience or event is formulated as anattempt to understand and explain something, and how it works in the world". By combiningthese definitions, we can understand the "paradigm of rhetorical theory" as "a way to understandand explain the function of the use of human symbols in any field". Scientists have traditionallyused rhetoric theory as a means to create and evaluate information. The main strength of theparadigm of rhetoric theory is its ability to help us produce and evaluate effective information.Rhetoric theory allows us to consider context when studying information. In contrast to empiricaltheories, rhetorical theories stress the importance of considering context as necessary for the8
understanding of information. Finally, rhetoric theory allows us to use multiple perspectives toevaluate and construct information (Kuhn, 2012).Critical TheoryOne of the problems with the first four approaches is that they often lack explicit criticism of thestatus quo in communication. In other words, they serve as general approaches to understandingcommunication standards rather than questioning them. We all know that there arecommunication realities in the world that harm and oppress certain groups of people, and thatthere are people in the world who use communication to meet their needs and interests.Paradigmatic Critical Theory helps us understand how communication is used to oppress andprovides ways to promote positive social change. Critical Theory questions the status quo ofcommunication contexts and seeks alternatives to these authoritarian forms of communication.These theories differ from other theoretical approaches in that they have as their overall objectivethe search for feasibility. Viability is the combination of theory and action. Instead of simplytrying to understand power structures, critical theories actively seek to change them positively.
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