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5. Network theory

The idea of social networks appeared over 50 years ago. It has gained ground in many disciplines including social psychology, anthropology, political science, math and communication. In general, network theory focuses on the relation between people. These relations may include the feelings people have for each other and the way they exchange the info. By analyzing this relationships network theory helps to uncover informal communication patterns which then can be compared to the formal communication structures, network analysis is done in the society, different social groups, separate companies and organizations. A communication network analysis studies the interpersonal linkages created by the sharing of info in the interpersonal communication structures.

Network analyzing techniques focus on communication structure of an organization, which can be operationalized into various aspects. Structural features that can be distinguished and analyzedthrough the use of network analysis techniques are for example the (formal and informal) communication patterns in an organization or the identification of groups within an organization. Special attention may be given to specific aspects of communication patterns: communication channels and media used by employees, the relationship between information types and the resulting communication networks, and the amount and possibilities of bottom-up communication. Additional characteristics that could, in principle, be investigated using network analysis techniques are the communication load as perceived by employees, the communication styles used, and the effectiveness of the information flows.

6. Social cognitive theory

This theory was elaborated in 1970’s. it explains how people acquire and maintain certain behavioral patterns. Evaluating behavior=oral change depends on 3 factors: environment, people, behavior. Environment refers to the factors that can affect a person’s behavior. There are social and physical environment. Social environment usually includes social groups (friends, colleagues, family members). Physical environment (the size of the room, the temperature, the light). Environment and situation provide the framework for understanding people’s behavior. The situation refers to the cognitive and mental representations of the environment that may effect people’s behavior. Usually the situation is a person’s perception of the time, physical features and activity. The 3 factors: environment, people and behavior are constantly influencing each other. Behavior is not simply the result of the environment and the person just as the environment is not simply the result of the person and behavior. The environment usually provides models for behavior.

Observational learning occurs when A PERSON WATCHES THE ACTIONS OF another person and the reinforcements that the person receives.

Behavioral capability means that if a person is to perform a behavior he must know what the behavior is an have the skill to perform it.

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