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Expectancy violations theory (EVT) is a theory of communication that analyzes how individuals respond to unanticipated violations of social norms and expectations. [1] The theory was proposed by Judee K. Burgoon in the late 1970s and continued through the 1980s and 1990s as "nonverbal expectancy violations theory", based on Burgoon's research studying proxemics.
Media richness theory states that all communication media vary in their ability to enable users to communicate and to change understanding. [5] The degree of this ability is known as a medium's "richness." MRT places all communication media on a continuous scale based on their ability to adequately communicate a complex message. [6]
"The medium is the message" is a phrase coined by the Canadian communication theorist Marshall McLuhan and the name of the first chapter [1] in his Understanding Media: The Extensions of Man, published in 1964. [2] [3] McLuhan proposes that a communication medium itself, not the messages it carries, should be the primary focus of study. [4]
According to McGuire reception was positively related to ability and motivational attributes. [23] One weakness of the approach is the nature of the yielding step, which assumes that the audience's attitude will change by learning a new message, yet learning does not always result in persuasion.
The systematic approach values source reliability and message content, which may exert stronger impact on persuasion, when determining message validity. [1] Judgments developed from systematic processing rely heavily on in-depth treatment of judgment-relevant information and respond accordingly to the semantic content of the message. [7]
It is foundational to understand and interpret how a message has been received. Social media does entail aspects of feedback, and we have worked in recent years to develop these forms of feedback through quick reply suggestions to keep the conversations going without a physical presence.
[1] Message senders use the process of selective self-presentation, which refers to CMC users' ability to manage their online image. Being able to self-censor and manipulate messages is possible to do within a CMC context to a greater extent than in FtF interactions, so individuals have greater control over what cues are sent.
It is a process through which collectives create and share a consciousness and develop a common symbolic reality. [ 8 ] Symbolic Convergence Theory 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. [ 9 ]