Symbolic convergence theory
Symbolic convergence theory (SCT) is a general communication theory that offers an explanation for the appearance of a group consciousness, consisting of shared emotions, motives, and meanings.[1] SCT explains that meanings, emotions, values, and the motives for action are in the rhetoric co-created by people trying to make sense out of a common experience. It explores the human tendency of trying to understand events in terms of the people involved, who have certain personality traits and motivations, and have agency over how the events unfold.[1] SCT was first proposed by Ernest Bormann in the Quarterly Journal of Speech in 1972.[2]
Symbolic convergence is related to attribution theory in that it deals with the human tendency to attribute meaning to signs and objects in order to make sense of them.[3] The process of symbolic convergence resembles empathic communication.[3]
SCT has a three-part structure:
- elucidation of the recurring forms of communication involved in a shared group consciousness
- illustration of why group consciousness begins, rises, and is maintained
- explanation of the process of how an individual begins to share (or stops sharing) a common symbolic reality [3]
Contents |
[edit] Anatomy of SCT
[edit] Basic concepts
[edit] Fantasy themes
Fantasy themes are used to construct a rhetorical vision. They are the means through which interpretation is accomplished through communication.[4] Fantasy themes exist in the form of a word, a phrase, or a statement, which attempt to define past events, predict future events, or illustrate present events that are chronologically or spatially removed from the actual activities of the group.[4] Bormann sees these fantasy themes fulfilling a psychological or rhetorical need through creative and organized interpretations of events.[5] Fantasy theme analysis is a humanistic method of rhetorical criticism.[6]
Fantasy themes are broken down into the following three forms:[4]
- Setting themes depicting where either the action takes place or where the characters act out their roles
- Character themes describing the agents or actors in the drama, assigning qualities and motives to them, implying that they have certain characterisitics
- Action themes or plot lines dealing with the action of the drama
[edit] Symbolic cues
A symbolic cue is a word, phrase, slogan, or a nonverbal sign or gesture that works to trigger previously shared fantasies and emotions.[7] An example of a symbolic cue would be a bumper sticker, which actuates the observer into a larger shared reality.[7]
[edit] Fantasy types
A fantasy type is a fantasy theme that has currency across a large number of rhetorical visions. By providing known references they help make sense out of a new phenomena.[7] An example of a fantasy type would be Watergate, which helps us make sense out of subsequent scandals, such as Iran-Contra affair (Irangate) and Anthony Weiner's sexting behavior (Weinergate).
[edit] Saga
A saga is the telling and re-telling of the accomplishments and events in the life of an individual, group, organization, or larger entity such as a nation.[7] For instance, examples of American sagas include "the spirit of entrepreneurship" and "the power of the ballot box."[7] Symbolic convergence theorists argue that the Soviet Union had difficulty maintaining cohesion of the fifteen republics due to the weakening of the communist rhetorical vision and dwindling sagas.[7]
[edit] Structural Concepts
[edit] Rhetorical vision
A rhetorical vision is a composite drama that unifies people in a common symbolic reality.[7]
A rhetorical vision has five elements:
- Dramatis personae – the actors and players who give life to the rhetorical vision
- Plotline – provides the action of the rhetorical vision
- Scene – details the location of the rhetorical vision
- Sanctioning agent – legitimizes the rhetorical vision
- Master analogue – the reflection of a deeper structure within the rhetorical vision
[edit] Critical evaluation concepts
[edit]
A shared group consciousness must exist within a rhetorical community in order for a fantasy theme to chain out, a rhetorical vision to develop, a saga to exist, or a symbolic cue to imbue meaning.[7]
[edit] Rhetorical vision reality link
A rhetorical vision reality link allows for a viable rhetorical vision that chronicles an authentic account of the phenomena along with tangible evidence.[7] The lack of a rhetorical vision reality link, with no clear observational impressions of the facts, may lead to disprovable fantasies, characterized by rumor, innuendo, gossip, and even paranoia.[7]
[edit] Fantasy theme artistry
Fantasy theme artistry is the rhetorical ability to present situations in a form that appears attractive to people so that they will share them.[7]
[edit] Life cycle of SCT
[edit] Stage 1: Emergence or Creation
A dramatic event or series of events leads to uncertainty and a need to develop rhetoric to explain the current state of reality. In the case of the Cold War, the emergence of a fantasy-vision was necessary after Stalin's speech made clear his belief that capitalism and communism were incompatible and that war was inevitable. With the Truman Doctrine speech, emerging fantasies of Red Fascism (e.g., communism vs. democracy), Power Politics (e.g., containment strategy), and the Hot War vision (e.g., make the world safe for democracy), crystalized into the yet unknown concept of "the Cold War."[8]
[edit] Stage 2: Consciousness-raising
Fantasies begin to chain out among a collectivity of people over a common interest. As they co-create a new vision, their lives take on new meaning and emotion and their behavior changes. The principle of critical mass, when a rhetorical vision begins a period of rapid growth, is central to consciousness-raising. Also key to this stage is the principle of dedication, which asserts that when planned events inspire individuals to act according to the key emotions present in the rhetorical vision their consciousness is raised.[8]
[edit] Stage 3: Consciousness-sustaining
At this stage, communication is focused on maintaining the commitment of people who have shared the rhetorical vision. The principle of shielding asserts that visions often remain fundamentally unchanged by containing motivation to quash counter messages.[8] The principle of rededication asserts that visions may be sustained through severe criticism of counter-rhetoric and strategic positive dramatizations to maintain the visions vitality.[9] The principle of reiteration asserts that rhetorical visions may be sustained by restating the key fantasy themes and types in new manners that fit within the dramatic structure of the vision, along with framing new information within the old rhetorical forms to maintain explanatory power.[10]
[edit] Stage 4: Vision-declining
Situations in a rhetorical community can change so rapidly that the vision cannot adapt successfully. The principle of explanatory deficiency assert that when a rhetorical vision loses its explanatory power, it begins to decline. Another possible reason for decline is explained by the principle of exploding free speech, where a significant period of censorship is followed by a deluge of counter-rhetoric. Along similar lines, the principle of resurfacing competitive rhetorical visions asserts that with opened channels of communication, competition from alternate rhetorical visions increases.[8]
[edit] Stage 5: Terminus
The end of a rhetorical vision. The principle of rapid implosion asserts that an inflexible rhetorical vision will not decline incrementally, but will implode on itself when the combination of problems, inability to explain rapid change, and contradictory motives become too much for the vision to deal with.[8]
[edit] Heuristic Value of SCT
Because SCT is a general theory built on the method of natural sciences, it can be applied to many different cultures and timelines.[11] It has been used to account for the communicative processes, created by a group, used to foster the creation and sustenance of the group's so-called "consciousness." [12] SCT has been used to study movements such as the Puritans,[13] the Knights of Columbus,[14] American communism, and the Women's movement.[15] It has been used to study political visions such as the Cold War,[8] the New South,[16] and Vietnam war decision making,[17] amongst others.
[edit] Additional Readings
- Ernest G. Bormann, (1972). Fantasy and rhetorical vision: The rhetorical criticism of social reality. Quarterly Journal of Speech, 58, 396-407.
- Ernest G. Bormann, John F. Cragan, & Donald C. Shields (1994). In defense of symbolic convergence theory: A look at the theory and its criticisms after two decades. Communication Theory, 4, 259-294.
- Ernest G. Bormann, John F. Cragan, & Donald C. Shields (1996). An expansion of the rhetorical vision concept of symbolic convergence theory: The cold war paradigm case. Communication Monographs, 63, 1-28.
- Ernest G. Bormann, John F. Cragan, & Donald C. Shields (2001). Three decades of developing, grounding, and using symbolic convergence theory. In W. B. Gudykunst (Ed.), Communication Yearbook 25 (pp. 271–313). Mahwah, NJ: Erlbaum and the International Communication Association.
- Ernest G. Bormann, John F. Cragan, & Donald C. Shields (2003). Defending symbolic convergence theory from an imaginary Gunn. Quarterly Journal of Speech, 89, 366-372.
- John F. Cragan, & Donald C. Shields (1995). Symbolic theories in applied communication research: Bormann, Burke, and Fisher. Cresskill, NJ: Hampton.
[edit] References
- ^ a b Bormann, E. G. (1996). Randy Y. Hirokawa, Marshall Scott Poole. ed. Symbolic Convergence Theory and Communication in Group Decision Making. SAGE. pp. 81–113. ISBN 076190462X, 9780761904625.
- ^ Bormann, E.G. (1972). "Fantasy and rhetorical vision: The rhetorical criticism of social reality". Quarterly Journal of Speech 58: 396–407.
- ^ a b c Bormann, E.G. (1982). "The symbolic convergence theory of communication: Applications and implications for teachers and consultants". Journal of Applied Communication Research 10: 50–61.
- ^ a b c Jackson, B.G. (2000). "A Fantasy Theme Analysis of Peter Senge's Learning Organization". Journal of Applied Behavioral Science 36: 193–209. doi:10.1177/002188630036200.
- ^ Bormann, E.G. (1976). J.L. Golden, G.F. Berquist, & W.E. Coleman. ed. The rhetoric of Western thought. Dubuque, IA: Kendall/Hunt. pp. 431–449.
- ^ Bormann, E.G. (1982). "Fantasy and rhetorical vision: Ten years later". Quarterly Journal of Speech 68: 288–305.
- ^ a b c d e f g h i j k Cragan, J.F.; Shields, D.C. (May 1992). "The use of symbolic convergence theory in corporate strategic planning: A case study". Journal of Applied Communication Research.
- ^ a b c d e f Bormann, Ernest G.; Cragan, J.F., Shields, D.C. (March 1996). "An expansion of the rhetorical vision component of the symbolic convergence theory: The cold war paradigm case". Communication Monographs 63: 1–28.
- ^ E.G. Bormann (1983). J.I. Sisco. ed. The Jensen lectures: Contemporary communication studies. Tampa, FL: Department of Communication, University of South Florida. pp. 71–90.
- ^ Shields, D.C.. J.F. Cragan & D.C. Shields. ed. Applied communication research: A dramatistic approach. Prospect Heights, IL: Waveland. pp. 79–91.
- ^ Gudykunst, William B.; Cragan, J.F., Shields, D.C. (2001). Communication Yearbook 25. Psychology Press. pp. 271–303.
- ^ Bormann, E.G. (1985). "Symbolic Convergence Theory: A Communication Formulation". Journal of Communication 35 (4): 128–138.
- ^ Bormann, E.G. (2001). The force of fantasy: restoring the American dream (reprint ed.). SIU Press.
- ^ Endres, T.G.. "Coexisting master analogues in symbolic convergence theory: The knights of Columbus quincentennial campaign". Communication Studies 45 (3-4): 294–308.
- ^ Kroll, B.S. (1983). "From Small Group to Public View: Mainstreaming the Women's Movement.". Communication Quarterly. 2 31: 139–47.
- ^ Campbell, III, J. Louis (1982). "In search of the new south". Southern Speech Communication Journal 47 (4): 361–388. doi:10.1080/10417948209372540.
- ^ Ball, Moya Ann (1990). "A case study of the Kennedy administration's decision-making concerning the Diem Coup of November, 1963". Western Journal of Speech Communication 54 (4): 557–574.
