Topic 1

History of

Communication
STUDY
2014

Learning Outcomes:

Define and explain about communication study

Identify the development of communication

study at international level

Explain the development of communication

study in Malaysia.

2014

Topics:
i. Communication as Social Sciences.

ii. Changes and Development of

Communication Study.

iii. Development of Communication Study in

Malaysia

2014

I. Communication as Social Sciences

What is Communication?
Communication is a field of study which discusses one of
the social science aspect: community relations.
Generally COMMUNICATION explains the phenomena of
the process, the nature and impact of community
interaction.
What is Social Sciences
A systematic science of describing or discussing social
affairs.

2014

I. Communication as Social Sciences Studies

Psychology
Sociology

Economy

Social
Sciences

Anthropology

Communication

Laws

Politics

2014

II. Development of Communication Studies

Early Era[19001930]
Beginning with the
era of Ancient
Greece - rhetoric.
Studies of rhetoric
flourish in Europe &
America.
Become a
professional field public speaking in
1914 in America.

Social Science Era

[1930-1950]

Revolution Era
[1950-1960]

The impact of the

Worlds War become
professional field.
From a focus on
speaking, growing to
media effects
(Lasswell) on
thoughts, attitudes
and behaviors
(Hovland,
Lazarsfeld, Lewin).
Growing by Wilbur
Schramm.

Communication is
becoming to create
its s own field of its
own.
Efforts to develop
original
communication
theory through
Linear Model of
Communication
(Shannon & Weaver)
& SMCR Model
(Berlo)

2014

II. Development of Communication Studies

2014

II. Development of Communication Studies

Turbulence
Era
[19601970]

New
Rhetoric Era
[19651980]
Universal
Model Era
[19701980]

Turbulence
Era[1980now]

Initial focus on interpersonal communication and group communication.

Communication field also influenced the civil rights movement.

Interest in social issues is increasing.

Study the effects of mass communication on the social movement.
Effects of social on culture change.

Scholars have tried to build a theory that can explain the phenomenon of
communication independently.
Various studies on various aspects of life conducted.
The existence of new models of communication.
Emerging of cross-discipline of knowledge.
Development in other field of studies makes communication become
dynamic area of study.
Interest on the interpretive & critical paradigm.

2014

II. Factors of Communication Studies Development

Diversity of
Genre/
Paradigm

Littlejohn (1997): Strcuturalist Functionalist,

Behavioural Cognitive, Interactionalist,
Interpretive, Critical.
Griffin (2003): Cybernetic, Socio-Cultural

World Events

Economy: Industrial revolution, development,

health
Politics: World Wars

Technology
Advancement

Innovation in telecommunication.
The phenomena of new media.
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III. Development of Communication Studies in

Malaysia
Phase 1

*Development of journalism
*Communication roles in
national politics
*Communication as
independent tools

Phase 2
*Development of printed
media
*Establishment of IPRM-1962
& BERNAMA-1968.
*Communication as
development tools
Phase 4

Phase 3
*Business and entrepreneurial
* Communication study offers
in USM, UiTM & UKM.

*Communication as
commodity
*Communication study
offered in all HEI in Malaysia
*Impact of communication
technology
2014