INDIVIDUAL ASSIGNMENT

TECHNOLOGY PARK MALAYSIA

BM036-4-1
CORE CONCEPTS IN COMMUNICATION THEORIES
APU1F2211MCS / APU1F2211PSY / APD1F2211PSY /
APD1F2211MCS

HAND OUT DATE : 5th JUNE 2023

HAND IN DATE : 28th JULY 2023

WEIGHTAGE : 40%

INSTRUCTIONS TO CANDIDATES:

1 The assignment must be uploaded onto Turnitin Moodle platform

2 Students are advised to underpin their answers with the use of references
(cited using the APA System of Referencing)
3 Late submissions will be awarded zero (0) unless Extenuating
Circumstances (EC) are upheld
4 Cases of plagiarism will be penalized
5 You must obtain 50% overall to pass this module
 CORE COMMUNICATION THEORIES BM036-4-1

INDIVIDUAL ASSIGNMENT

NAME : SHARENYA A/P KALIDASAN

STUDENT NUMBER : TP072204

INTAKE CODE : APD1F2211PSY

LECTURER’S NAME : MRS RAHILAH AHMAD

Introduction

In the year 1980, S. F. Scudder put forth the concept of communication theory.
Even though the methods of communication differ, it claims that every living thing in the
world communicates (Communication Theory - Meaning and Examples, 2015). Thus,
according to the universal law of communication theory, all living things, including plants,
animals, and people, communicate with one another through sound, speech, visible changes,
body language, gestures, or in the best way essential to let others know about their feelings,
problems, joy, or other information (Communication Theory - Meaning and Examples, 2015).
There are many types of communication theories developed and one of them is the social
exchange theory. The "communication theory of social exchange," also known as social
exchange theory, is a psychological idea that indicates that people make social decisions
based on their views of the advantages and disadvantages of taking action or doing nothing
(What Is the Social Exchange Theory?, 2023). According to the underlying concept, people
assess each social relationship to determine what advantages they will gain from it. It also
implies that if someone feels that the effort or expense of a relationship outweighs any
perceived benefits, they will likely end it (What Is the Social Exchange Theory?, 2023). This
research aims to connect the application of chosen communication theory, social exchange
theory, with humanistic approaches, and relate it to daily life.
Evaluation of theory

The theory of social exchange is one of the theories of communication that relates to
interpersonal communication. Social exchange theory is about social behavior which involves
exchanges where people seek rewards and costs, seeking profits with greater rewards than
costs (Redmond, 2015). To support what the author has stated, the authors, Thibault & Kelly
have stated that in the social exchange theory, social behavior involves social exchanges in
which people are motivated by gaining something of worth (reward) in exchange for giving
up something of value (cost) (Thibault & Kelly, 1959 as cited in Nickerson, 2023). According
to Ahmad, Nawaz, Ishaq, Khan, & Ashraf (2023), Social exchange theory (SET) is a widely
accepted framework for understanding workplace behavior, encompassing family, friends,
and relatives. Furthermore, the author, Blau, has defined social exchanges as voluntary acts of
individuals motivated by the benefits they expect to receive and typically do so from others
(Blau, 1964 as cited in Redmond, 2015). Moreover, according to Cropanzano, SET is defined
by initiating action, which is typically found to be explicit, can also be implicit, like a feeling
(good or negative), and can be the result of someone's success, for example, feeling
resentment at a coworker getting promoted, a psychological exchange (Cropanzano et al,
2017 cited in Ahmad, Nawaz, Ishaq, Khan, & Ashraf, 2023).

According to Redmond, social exchange theory is based on five guiding principles

(Redmond, 2015 as cited in Nickerson, 2023). The first principle states that costs, benefits,
and exchanges can all be used to explain social behavior which significantly relates economic
ideas to human decision-making and interactions (Redmond, 2015 as cited in Nickerson,
2023). The second principle states that people want to maximize benefits while minimizing
costs to make the most profit as this represents the idea that people are typically driven by
their self-interest, regardless of the choice (Redmond, 2015 as cited in Nickerson, 2023). To
further explain the statement, Redmond has explained that relationships that once appeared to
have high rewards or low costs may change to have growing costs and low rewards, leading
one party to either end the relationship or return to a more rewarding level (Redmond, 2015
as cited in Nickerson, 2023). Moreover, the third principle states that two parties engage in
social interaction by exchanging with one another a benefit that the other party desires
(Redmond, 2015 as cited in Nickerson, 2023). To put it simply, people must exchange
superior things in exchange for rewards, and from doing so, they establish interdependent
relationships (Burns, 1973 as cited in Redmond, 2015). Furthermore, the fourth principle
states that the social exchange theory can explain interpersonal interaction formation and
control (Redmond, 2015 as cited in Nickerson, 2023). To support the statement, Redmond has
described that a partnership would be considered to be stable and rewarding if predicted
profits and existing results were to outperform our expectations and alternatives meanwhile
the most unstable and unsatisfying situation would be if an alternative appeared to be better
than the comparison level of expectation, was better than our existing results, was expected to
make more profits, and had cumulative costs that were higher than cumulative rewards
(Redmond, 2015). Finally, the fifth principle states that the interactions between members of
groups and organizations are influenced by social interactions (Redmond, 2015 as cited in
Nickerson, 2023). To support the principle above, the authors, Ahmad, Nawaz, Ishaq, Khan,
& Ashraf, have stated that relationships in contemporary organizations are growing more
complex because of the shifting nature of the workplace, which has an increasing impact on
how people interact nowadays (Ahmad, Nawaz, Ishaq, Khan, & Ashraf, 2023).

Homans emphasized the idea that any given reward may have a varied value to various
persons by using the phrase "value of a reward" (Homans, 1961 as cited in Redmond, 2015).
To support the statement above, the author, Nickerson has explained that the benefits from a
partnership are measured in terms of rewards, therefore, rewarding behaviors can be either
instantaneous or cumulative, and they can be either abstract (like love and companionship) or
concrete (like products and services) (Nickerson, 2023). According to Homans, in the
beginning, he defined costs as something of value that is sacrificed; it can also be the
withholding of a reward or penalty (Homans, 1961 as cited in Redmond, 2015). To support
the statement above, the author, Nickerson has stated that people must exchange something of
worth (the cost) for something they need or value (the reward) for relationships to survive
and they might exist immediately or gradually, and they can be abstract or concrete, like
rewards (Nickerson, 2023). To support what the authors, Redmond and Nickerson have
stated, the authors, Ahmad, Nawaz, Ishaq, Khan, & Ashraf have stated that for a social
exchange process, a positive beginning action does not necessarily require a favorable
reaction for example, workplace envy is a passive trade between employees in an
organizational environment that can be profitable or costly as well (Ahmad, Nawaz, Ishaq,
Khan, & Ashraf, 2023).
Discussion

The Social exchange theory has contributed to the overall understanding of the issues
in a way that people consider the potential benefits and risks of their social relationships.
They will stay and continue the relationship if the rewards outweigh the risks meanwhile if
the risks are greater than the rewards, people will end or abandon the connection. Based on
the four different movie scenes that are chosen related to the theory, the aspect of the issue
which is highlighted in the first movie scene is Coco where Ernesto and Hector are friends.
Ernesto gave a poisoned drink to Hector to steal music lyrics from Hector as Hector wanted
to quit and wants to lead a normal life with his only daughter but at last, Hector died. This
shows that Ernesto betrayed his friend, and he benefitted by stealing Hector’s lyrics and
became popular whereas Hector lost his life. Hence, the relationship is dissatisfying and there
was an end to the relationship. Besides, the second movie scene is about Raya and the last
dragon where Raya and Namari are best friends, but Namari betrayed and attacked Raya in a
cave where Sisu’s crystal soul was stored as Namari wanted to steal the crystal. All four
different communities fought with each other, and the crystal soul got broken into pieces
which caused the whole kumandra to fall apart. At last, Raya lost her father and Namari
benefitted by running away safely. Hence, the relationship is dissatisfying and there was a
termination to the relationship. Moreover, the third movie scene is about Frozen where Anna
offers to replace Kristoff's sled and everything inside of it and says she will understand if he
decides not to accompany her after Kristoff’s sled got destroyed after a wolf chase. Kristoff
was having an internal argument about whether he leaves Anne alone and let her die in the
cold or else he had to go with Anne if not he won't get his sled and supplies replaced. This
shows Kristoff’s selfish decision-making process that he wants the reward which will benefit
him by following Anne. The relationship between them is not affected hence it continues.
Furthermore, the fourth movie scene is about Purple Hearts where Luke and Cassie were
married to each other for their benefit they agreed to each other as Cassie can use Luke’s
insurance to get insulin for herself as she can’t afford insulin and Luke got to pay off and
settle his debt with Cassie’s savings. This shows both parties benefit from each other and the
relationship between them is satisfying, and it continues. Several basic assumptions about
human nature and interpersonal connections form the basis of social exchange theory (Tulane
University School of Social Work, (2018, April 20). What is Social Exchange Theory). The
first assumption is that people prefer rewards over punishments whereas another concept
holds that people engage in interactions to gain the most profit possible with the least amount
of effort and the third assumption is that people often weigh the potential rewards against the
potential costs of an action (Tulane University School of Social Work, (2018, April 20). What
is Social Exchange Thoery). Real-life application has been found for the social exchange
theory, for example, the divorce that happened between Prince Charles and Diana in August
1996. Diana lost and benefited from the divorce whereas Prince Charles has nothing to gain
or lose. She lost her title as ‘Her Royal Highness’, travel budget, police protection, and
emotional stability whereas she did benefit from a lump sum divorce settlement of $22.5
million plus an extra $600,000 to help with office costs, jewelry, and get to spend time with
her two sons (Laliberte, 2018).
Conclusion and recommendations

Based on the findings, the two movie scenes which are Coco and Raya and the last
dragon portrayed one individual losing profit and another gain profit. An example that can
relate to this movie scene which the divorce between Bill Gates and his ex-wife, Melinda
French Gates, where Melinda French benefited divorce settlement of over $6.5 billion and
Bill Gates lost over $6.5million and he gained nothing (iHarare, 2022). Meanwhile, another
two movie scenes portrayed are Frozen and Purple Hearts, which are about two individuals in
a relationship whom each other gains rewards. An example to relate is Kylie Jenner and
Travis Scott 'agreeing to 50/50 custody' of their one-year-old daughter Stormi amid their two-
year separation (Levy, 2019). In this case, both benefit as they got to spend their time with the
daughter without conflict. People should be in relationships where it satisfies the expectations
of both parties and there should always be a give-and-take policy in social relationships hence
both parties will be fulfilled, and no conflicts occurs.
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