Identification Theory - Group 1

THEORIES OF COMMUNICATION AND PERSUASION

Identification Theory

Nguyen Le Ai Duy – s3255331

Do Tran Khanh Uyen – s3221703

Introduction

History Background Identification Theory Consubstantiality Message strategies Application & Limitation in

Communication Case study

History Background

Kenneth Burke (1897-1993)

•Developed in 1950 by Kenneth Duva Burke , a major American literacy theorist & philosopher (Quigley B, 1980)

•Considered as a new perspective from which to view the old rhetoric ( Day Dennis G, 1960)

Identification Theory

- Identification :

•The action or process of identifying someone or something or the fact of being identified ( Oxford )

•A process that is fundamental to being human and to communicating

- Identification Theory examines how communication helps people seek to identify arises out of division and overcome separateness.

- Occurs when individuals become aware of their common ground. (Quigley B ,1980)

Consubstantiality

Consubstantial united or identified in a common interest

Substance has Properties + Substance has Properties =

Consubstantiality

A ( a,b,c,d ) B ( b,c,a,d )

C

Four sources of identification exist : - Material Identification- Idealistic Identification- Formal Identification- Identification through mystification

Material Identification

- results from goods, possessions and material aspects

For ex : A is identified with B when they have the same position or

status in life A is identified with B when they have the same style in

fashion or similar taste in food, etc…

Idealistic Identification

-existed when people share the same ideas, attitudes or feelings

For ex :

A is identified with B when they both have the same favorite

movies or habits

A is identified with B when they share the same belief.

-

Formal Identification

-created by the arrangement, form or organization of an event in which both parties participate

For ex :

A is identified with B when they work in the same place

A is identified with B when they attend the same event

Identification through mystification

Existed when people in a lower strata of a hierarchy identify

themselves with people at the top of the hierarchy (Foss & Littlejohn

, 2008)

Message strategies

Communicators develop strategies for messages to create identification or division.

Three strategies in which the messages are structured :

•Strategies of naming : describe a situation through a term that include the speakers’ orientation toward the situation

•Strategies spiritualization : symbolic actions are tied to ideals in a way that resemble secular player

•Strategies of form : the message is used as the form of expression to lead the receiver to participate in the situation

Strategies as form ( cont)

Syllogistic o progressive form :

If A => B, if B => C, if C => D

Qualitative progression : people links qualities together to create

a conclusion

Repetitive form : occurs when there is restatement with new

details

Conventional form : recognizes the appeal inherent in forms that

have been learned.

Minor or incidental forms : imbedded in other forms. Ex : a

metaphor or paradox using in a written text

Application and Limitation in Communication Application : - Examining how people accomplish persuasion through

communications- Encouraging the communicating process to connect people- How people become consubstantial with others to overcome their

division and guilt.

Limitation :- Unable to explain all aspects of the appeal of a public figure- Only focus on face-to-face communication

Case study

Watch the videos and discuss about the concepts using when creating the videos.

1. Can you find out any concepts or strategies of identification theory had been applied in each of the video ? What are their roles ? Their effects ?

2. Do you think the concepts using to create the video are effective & useful ? Is it persuasive towards viewers ? Is it easy to understand ?

http://www.youtube.com/watch?v=9qtnA4jMu6A&feature=related

http://www.youtube.com/watch?v=XkFPN1WYi3E

http://www.youtube.com/watch?v=dFwJxxPzSpg

References

• Day, Dennis G 1960, ‘Persuasion and the concept of Identification’, Quarterly Journal of Speech, 46:3, 270-273

• Foss, KA & Littlejohn, SW 2008, ‘Theories of Human Communication’, 9th edn, Thomson Higher Education, USA.

• Quigley, Brooke L 1998, ‘Identification as a key term in Kenneth Burke's rhetorical theory’, American Communication Journal, The University of Memphis