the last theory that we're going to discuss in group communication lecture.
functional theory is one of the leading theories in group communication.
It is highly regarded because it intuitively appealing rational and testable.
related to the quality of the decisions groups make.
Let's look at full functions requisites to achieve good decisions.
Requisite functions are requirements for positive group outcome.
Let's look at problem analysis.
the consequences associated with not solving the problem.
Goal setting. Next, they must establish criteria by which to judge proposed solutions.
the decisions are more likely to be driven by politics than reason.
of alternative solutions from which the group members could choose.
and the corresponding possibility of finding the acceptable answer will be low.
the relative merits of each option against the criteria they believe are important.
serve an important purpose and that no individual function is better than another.
They must all be used to reach a high quality decision.
The role communication in achieving good decision.
Hirokawa and Gouran make emphasis on the role communication in achieving good decision.
that helps groups reach wise decisions.
the group members try to reach a tasks for a discussion.
and influence by powerful members.
group members should try to eliminate them.
What are the three types of communication?
Hirokawa and Gouran outlined three types of communication in decision making groups.
Promotive, interaction that calls attention to one of the four decision making functions.
Communication geared towards one of the requisite functions.
For example, when the group most spend time on planning while discussing.
It is supposed that this is a key parameter for positive outcome.
the group's ability to achieve the four task functions.
postponed because part of the group ignored its importance.
Counteractive, interaction that focuses the group.
Messages that return and disrupt group back to the requisite functions.
candidates for conducting a public presentation.
So to conclude, let's look at some of the critical points of functional theory.
The lack of historical and institutional functions.
Most of studies have been conducted with groups in laboratories.
making history and are embedded within the larger organization.
Thus, the theory isn't relevant in every situation.
Lack of attention to the broader context in which groups operate.
historical and institutional context as mentioned.
one size fits all model.
let's look at the case study.
How we apply the theory to practice?
Let's look at the case from public relations review of 2017.
the role of common group affiliation in crisis communication.
Why the case have been chosen?
everyday life and particularly to public relations.
this case emphasizes the role of leadership especially in crisis.
social identity and optimal distinctiveness theories.
small and large group creation membership similarity to group affiliation.
Let's define the problem of the case.
a CEO spokesperson affiliation to a social group during a crisis.
him or herself with a smaller distinctive social group.
For example, a specific leisure time community.
What does the research question?
here an amateur sports community.
role of leadership in crisis.
are most effectively engaged by smaller distinctive groups.
than groups that are homogeneous and distinctive.
You can see on your screen hypothesis one, hypothesis two.
An experiment, reading a textbook by spokesperson.
checks and questions about the relevant personal information.
the accidents make me very concerned."
"The accidents make me very concerned."
corporate trustworthiness, purchase intention, NWOM abstention.
and correctly remembered the CEO spokesperson group affiliation.
Expectedly, the bicycle maker was unknown to participants.
when participant indicated to have one or more children.
Participants were considered to belong to the cyclic group.
scale points 3-7 on seven-point scale.
25 participants with common cyclist group affiliation.
the respective social group where introduced.
Now, you can see on the screen the variables.
And what results do we have?
a large and heterogeneous group like parents does not engender positive effects.
Not corporate trustworthiness, purchase intention, NWOM abstention.
holders that is logical in the crisis context does not seem to be sufficient.
mountain bikers was the more sensible choice to achieve the desired effect.
and purchase intention without message credibility as a mediator.
This shows the importance of identification with the spokesperson during a crisis.
it does not matter much what he, she says.
So how do we apply all of this into practice?
Speech delivery based on preliminary scholarly research.
the efficiency of group communication.
for example, specific leisure time group.
The insights on testing the results in other communication areas.
Communication research is the backbone of effective communication campaigns.
may be applied to real-world communication problem. We agree.
in turn, applications should enhance theoretical development.
in the end, may contribute to the solutions for the real-world issues.