Schultze describes the purpose of theories. There are several different theories and areas of style, but the main point of these theories are to be prescriptive and descriptive maps of the human communication.
The transmission view of communication is one of the viewpoints theorists have. This concept assumes that individual's are greatly affected and changed by external subjects and messages. This view focuses on more of the scientific aspects of communication. The concepts of encoding, decoding, static, noise, and feedback are key terms in this viewpoint.
There are several drawbacks to this viewpoint though. in the transmission view God is typically eliminated from the communication process, people are passive receivers of communication, human motives are irrelevant, promotes propaganda, and focuses on the selfishness of of the sender to control the receiver.
There is also the cultural view of communication. This is a more artistic approach to communication. The key terms in this viewpoint are interpretation, meaning and context. The goal of this more subjective viewpoint is based on individual experience.
From Schultze standpoint cultural view seems to be the way to go. The downfall he believes that this view has is falling into relativism. If each culture has their own meaning and objective, then nothing will have purpose or meaning from culture to culture.
In my opinion I think both viewpoints are essential in communication. We need to have the room for subjectivity, but still respect communication as an objective way of relating with one another.
Question:
What is the importance of using both quantitate and qualitative methodologies in communication?
In my opinion the author is slightly biased in extreme, are there ways in which Christians can successfully use the concepts of transmission?
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