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Interpretative and Interaction Theories of Communication

Meaning and interaction are closely intertwined in the communication process...





Meaning and interaction constitute the communication process. All types of communication are grounded on meaning and interaction, which, at the same time, are closely intertwined.

The Interpretative and Interaction theories consider communication as a process of dynamic interchange through which individuals interact with other individuals, interpreting, sharing  and defining  their perception of reality by means of this interaction. The Interpretative and Interaction theories also consider the relationship of individuals with media channels.

The Interactional approach of Paul Watzlawick is involved in an interpersonal type of communication. Watzlawick's theory is grounded on the following 5 suppositions:

1. People are always communicating. This means that even if we remain silent or we prefer not to utter a word, or not do anything, we are still and always communicating. We never stop communicating. Ge…
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Importance of Editing In Written Communication

Editing is something that communicators should have the patience to do a number of times...




As a communicator, I believe that editing is one of the most important tasks that can influence the quality of any type of written communication. Editing is something that communicators should always have the patience to do a number of times to effectively relay the desired information to the target audience. 
When I think of editing, I remember a story that my Italian husband shared to me some years ago while visiting the Louvre Museum, in the city of Paris, to admire Mona Lisa, the famous masterpiece of the Italian Renaissance artist Leonardo da Vinci. Mona Lisa is considered as the best known and the most visited work of art in the world. It is also considered by many observers as perfect in all its elements. Every element in da Vinci’s painting is so harmonious that it leaves no space for criticism. But in order to achieve that perfection, da Vinci (my husband told me) took all his life work…

Fighting Air Pollution in Metro-Manila Philippines

Air pollution is one of the most pressing challenges that Metro-Manila is facing today...



Statement of the Issue
Air pollution is one of the most pressing challenges that Metro-Manila is facing today. According to the report released by the Department of Environment and Natural  Resources’ Environment and Management Bureau (DENR-EMB), the air quality situation in the National Capital Region in the first quarter of 2015 was even worse than that of the end of 2014 (as cited in Metro-Manila’s Air…, 2015). While the maximum safe level of total suspended particulates (TSP) of air pollutant concentration was 90 micrograms per normal cubic meter (ug/NCM), monitoring data revealed that the total TSP reached 130 ug/NCM, higher than the 106 per normal cubic meter recorded at the end of 2014.  
The World Health Organization 2006 Report showed that, pollution, especially from airborne particulate matter (PM), has serious adverse health effects which are being experienced by urban populations in bot…

Definition and Assumptions of the Uses and Gratification Theory

The uses and gratification theory marked a perspective shift in the study of mass communication...



Framed by Elihu Katz, Jay Blumler, and Michael Gurevitch in the 1970’s, the uses and gratification theory marked a perspective shift in the study of mass communication by turning its attention away from media sources and message and how they affect the audience [1].  Blumler and Katz’s uses and gratification theory considers, instead, the audience not a passive but an active player in their  media choices, and that these choices depend largely on media users’ apparent needs, wishes or motives [2], and that audiences are thereby formed based on their similarities of wishes, needs and motives. 
 Elihu Katz [3] first introduced the uses and gratification perspective when he came up with the idea that individuals make use of media to their advantage.This perspective surfaced in the 1970’s when Blumler and Gurevitch persisted in expanding the idea.
Blumler and Katz  [4]and Rossi [5] discussed t…

Difference Between Social Problem and Social Change

Social changes can be fostered by addressing the pervasive social problems that impede development...





Social problems are conditions that are deemed negative, conditions in which individuals, communities and societies are affected. Social changes denote modification or transformation from a specific condition to another condition. In other words, social change is an ongoing process that can be unprompted (a result of the evolving times) or planned.

Development is a goal that societies would like to achieve. Since it is a goal, then planned and collective actions and initiatives are implemented to foster development. At the same time, these planned and collective actions have also their own respective objectives, the primary of which to promote positive social changes that may eventually lead to development.

But how can social changes be fostered?

Social changes in communities or societies as a whole can be fostered by addressing the pervasive and interrelated social problems that impede…