Socio-psychological model of communication T. Newcomb

As a working model, Newcomb proposed a situation of simple communicative interaction in which two subjects (A and B) enter into communication about some external object (X). Moreover, any variant of complex interaction can be reduced to a set of simple interactions. The Newcomb model is based on the assumption that there is an interdependence between the relation of subject A to subject B, the relation of subject A to object X and the relation of subject B to object X ^[1] . Moreover, the system tends to symmetry , that is, to the same assessment of objects with a symmetric mutual assessment of subjects . The Newcomb model does not consider communication as a separate part of the communication process and focuses mainly on the social functions of communication. Thus, the Newcomb model answers the questions: how do relationships between actors affect communication; what are the social functions of communication; what are the necessary prerequisites for the entry of subjects into communication ^[2] .

ABX System

Newcomb describes the simplest communicative act as a subject (A) transmitting information about an object or phenomenon (X) to subject (B). Such a description of the communicative act formed the basis of the ABX system, which forms the core of the model. The ABX system is a working model of the communicative process and is represented by a diagram in the form of an isosceles triangle, the vertices of which represent, respectively, two individuals A and B and an external object X within the framework of a single communicative system ^[3] . Four types of orientation arise in this system: A with respect to B, B with respect to A, A with X, and B with X. Communication is a process that supports the orientation structure and ensures the preservation or restoration of symmetry in the relations between the three components of the system by transmitting information about any changes, thereby providing the opportunity to resolve the differences. A and B can serve as social subjects of any type - individuals, social groups, social organizations, mass communities ^[2] .

The concept of symmetry

Symmetry is the central concept of the Newcomb model. He believes that in its development the communicative situation has a steady tendency to symmetry. Accordingly, the subjects involved in communication are motivated to form as a result of the interaction of similar orientations relative to object X.

A symmetrical communicative situation has different dimensions. We can talk about a common understanding of the subject about which communication is carried out (cognitive co-orientation is the coincidence of the rational component of the attribute ), and about the similarity in feelings and emotions experienced about it (affective co-orientation is the coincidence of the emotional component of the attribute).

Newcomb describes a number of socio-psychological factors that determine the desire of a communicative situation for symmetry:

• Symmetry allows each participant in a communicative act to more reliably predict the behavior of another participant. Accordingly, the symmetrical interaction between A and B will be more predictable and require less effort from each of them.

• Symmetry strengthens and strengthens the initial orientation of the subject with respect to X, justifying the previously selected behavior model with respect to X. In a symmetrical situation, each of the subjects reinforces the belief that his understanding and emotions about object X are correct, since the communication partner agrees with him. ^[four]

The role of communication

According to Newcomb, the social role of communication is to maintain social balance and stability in the social system by achieving symmetry in various communicative situations. This role of communication is determined by the psychological need of the person in orientation, prompting him to enter into communication. Orientation in this context is understood as an emotional assessment based on cognitive awareness of an object. Cognitive awareness is the subject's knowledge of the subject.

Newcomb writes that orientation can be described by a positive (+) or negative (-) attitude. A positive attitude is characterized by sympathy for the object and a desire to interact with it, negative - by antipathy and avoidance of the object. According to David Myers , attitude is a favorable or unfavorable evaluative reaction manifested in beliefs, feelings, and deliberate behavior ^[5] .

Communication Conditions

The model assumes that an imbalance in the positions of individuals A and B about X or in the relationship between them under appropriate conditions will stimulate a communication process aimed at achieving "symmetry", the same assessment of objects with the same mutual assessment of subjects, which is usually called a "normal state" relationship systems ^[2] .

In 1959, Newcomb subsequently supplemented its model with some restrictions, specifying, in particular, the necessary conditions under which the communication process would be initiated:

1. There must be a strong “mutual attraction” between individuals A and B;
2. object X must be important for at least one of the individuals;
3. object X should be generally acceptable to both individuals.

According to Newcomb, communication in its elementary form is possible when two subjects - A and B - feel the need for orientation and development of attitudes towards the external object X and relative to each other ^[6] .

The Newcomb communication model shows that subjects turn to one or another source of information depending on their current beliefs in the search for information to reinforce and justify their behavior. The model does not consider other causes and functions of the communication process. ^[7]

• Theodore M. Newcomb. An approach to the study of communicative acts. - Vol.60. No. 6. University of Michigan, 1953, 393-404.
• McQuail, D., Windahl, S. (2004), “Communication Models for the study of mass communication”
• Delia Mioara Popescu, Ion Pârgaru, Constanța Popescu, Daniel Mihai, A multidisciplinary approach of communication. Theoretical and Applied Economics Volume XXII (2015), No. 2 (603), Summer, pp. 65-76 SNSPA, p. 31.
• Psychology. Illustrated Dictionary: More than 600 illustrations and 1700 articles / I. M. Kondakov. - SPb. : Prime Euroznak, 2003. - 512 s. - (Psychological Encyclopedia). ISBN 5-938780-93-4
• Le Havre D.P. Fundamentals of Communication Theory. 1st ed. - SPb .: Peter, 2011 .-- 288s. - ISBN 978-5-459-00385-7

1. ↑ ^{1 2 3} Theodore M. Newcomb. An approach to the study of communicative acts. - Vol.60. No.6. - University of Michigan, 1953. - S. 393.
2. ↑ ^{1 2 3} Le Havre D. Fundamentals of the Theory of Communication: Textbook. Third generation standard. - St. Petersburg: Peter., 2011. - P. 288. - ISBN 978-5-459-00385-7 .
3. ↑ T. Newcomb. An approach to the study of the communicative acts. - 6. - University of Michigan, 1953. - S. 394.
4. ↑ Le Havre D. Fundamentals of Communication Theory: Textbook. Third generation standard. - St. Petersburg: Peter., 2011. - P. 287. - ISBN 978-5-459-00385-7 .
5. ↑ David Myers. Social Psychology. - 2012. - S. 3. - ISBN 9780078035296 .
6. ↑ Denis Mcquail, Sven Windahl. Communication Models for the Study of Mass Communications. - 2 edition. - Routledge, 1993 .-- 238 p. - ISBN 058203650X .
7. ↑ Delia Mioara Popescu, Ion Pârgaru, Constanța Popescu, Daniel Mihai. A multidisciplinary approach of communication (English) // Theoretical and Applied Economics. - 2015. - Vol. XXII . - P. 65 - 76 .