0:00:10.900,0:00:15.266 You might recall from our first class the [br]Newcomb model. 0:00:15.266,0:00:18.466 One of the basic models we covered in our first [br]week. 0:00:18.466,0:00:22.199 The model contains the elements A, B and X. 0:00:22.200,0:00:29.433 A is the sender, B is the receiver and X is some [br]shared social factor that 0:00:29.433,0:00:33.299 1) influences the relationship between A & B and 0:00:33.300,0:00:38.600 2) is influenced itself by this relationship. 0:00:38.600,0:00:42.500 Let’s say A is Anton and B is Barbara. 0:00:42.500,0:00:48.133 Anton and Barbara are friends and both like the [br]movies of the famous director Xavier. 0:00:48.133,0:00:52.266 Xavier’s new movie comes out and Barbara [br]absolutely hates it, 0:00:52.266,0:00:55.366 she thinks it’s pretentious and boring. 0:00:55.366,0:00:58.632 The relationship between Barbara and Xavier has [br]changed. 0:00:58.633,0:01:01.299 She is not such a big fan anymore. 0:01:01.300,0:01:06.066 As a result the relationship between Anton and [br]Barbara might change as well, 0:01:06.066,0:01:14.199 since they now completely disagree on their [br]appreciation of this movie and Xavier’s directing. 0:01:14.200,0:01:17.900 Also, Anton’s relationship with Xavier might [br]change, 0:01:17.900,0:01:23.133 perhaps he will start to see this movie in a new [br]light as a result of Barbara’s criticism 0:01:23.133,0:01:28.333 or he will defend him avidly and as a result [br]become an even bigger fan. 0:01:28.333,0:01:32.366 Newcomb's model is important because it's one [br]of the first communication models 0:01:32.366,0:01:37.532 that includes the idea of a social environment [br]that influences the communication process 0:01:37.533,0:01:42.266 and is itself influenced by the communication [br]process. 0:01:42.266,0:01:47.732 It contains the idea that communication is used [br]to construct and maintain a social reality. 0:01:47.733,0:01:52.133 A reality that’s very personal for every individual. 0:01:52.133,0:01:56.733 This theory, that communication is a building [br]block of a social reality, 0:01:56.733,0:01:59.699 became popular in the nineteen sixties. 0:01:59.700,0:02:03.300 In their influential book ‘The Social Construction [br]of Reality’, 0:02:03.300,0:02:07.800 Berger and Luckmann's argue that all knowledge [br]about everyday reality, 0:02:07.800,0:02:10.400 all knowledge that we take for granted, 0:02:10.400,0:02:12.800 even simple and even objective ‘truths’, 0:02:12.800,0:02:16.922 are actually born from and maintained by social [br]interactions. 0:02:18.400,0:02:21.227 We ‘know’ that lying is wrong, 0:02:21.785,0:02:23.484 that boys play with cars, 0:02:23.484,0:02:25.715 that motorcycles are cool. 0:02:26.153,0:02:27.723 and that we should obey the law, 0:02:28.533,0:02:29.933 because as children and adults 0:02:29.933,0:02:34.199 we are programmed by parents, friends, family, [br]classmates, 0:02:34.200,0:02:37.133 and indirectly by mediated communication, 0:02:37.133,0:02:39.568 with ideas of what is real. 0:02:40.600,0:02:44.066 We are socially taught seemingly fixed ‘rules’ 0:02:44.066,0:02:48.285 and ‘truths’ that in reality are social constructs. 0:02:49.133,0:02:51.556 This reality is unique for every individual. 0:02:52.033,0:02:58.114 Our own reality lives, evolves and dies with us [br]and in a way we are at the center of it. 0:02:59.300,0:03:03.766 This is the theory of social constructionism that [br]was further developed 0:03:03.766,0:03:05.789 by scholars in the sixties and seventies. 0:03:06.866,0:03:12.429 A key element of social constructionism is that [br]people do not construct reality by themselves. 0:03:13.000,0:03:15.833 We need to communicate with others to make [br]sense of the world. 0:03:15.833,0:03:20.863 To understand the ‘rules of live’ and know where [br]we belong and don’t belong. 0:03:21.433,0:03:25.886 This perspective completely challenged the idea [br]that reality is fixed and objective, 0:03:26.333,0:03:29.791 and that the truth of that reality can be proven by [br]scientists. 0:03:31.700,0:03:36.000 This meant that scientists – according to social [br]constructionists - 0:03:36.000,0:03:39.417 had to study how reality was formed in the mind [br]of people, 0:03:40.233,0:03:43.599 how they use social interaction and mediated [br]communication 0:03:43.600,0:03:48.725 to create and maintain their personal image of [br]reality. 0:03:50.433,0:03:56.960 New, more qualitative, deeper and explorative [br]methods were required for this. 0:03:57.900,0:04:00.900 Communication scientists borrowed new [br]methods from anthropology, 0:04:00.900,0:04:04.433 sociology, political sciences and literature [br]studies 0:04:04.433,0:04:10.045 to gain insight in how reality, or culture, is [br]formed with use of communication. 0:04:11.800,0:04:15.233 New popular methods were in-depth interviews, 0:04:15.233,0:04:16.899 textual analysis 0:04:16.899,0:04:19.834 and historical and socio-political analysis. 0:04:22.065,0:04:27.199 Scientists were also more and more interested [br]in the social and political context 0:04:27.200,0:04:29.686 in which communication was produced and [br]received. 0:04:30.333,0:04:32.750 We will discuss that further next.