Socio-cultural Tradition: From Theory to Research

  • Zuhra Magut United States International University Kenya


There are many theories that try to understand the broad nature of communication and how it applies to the individual or society but because of the complex nature of the topic, traditions are formed to help organize and explain different viewpoints and concepts. Robert Craig developed a model that labelled and separated the field of communication into seven traditions (Littlejohn & Foss 34). The socio-cultural tradition is one of the worldviews.  It is the study of one’s relationship as a whole to a culture rather than individual differences. This paper closely examines this tradition tracing its origin, showing how it conceptualizes communication and its problems, and juxtaposing it with other traditions. Beyond this, the paper shows how this tradition may be applied in social research: from paradigm to data analysis and interpretations.

Keywords: Communication theory, social cultural tradition, social research.

Author Biography

Zuhra Magut, United States International University Kenya

Ms. Zuhra Magut is a lecturer in the School of Humanities and Social Sciences at USIU – A. Prior to joining USIU- A, she was a lecturer at Moi University in the Department of Communication Studies. She received her B.A with Education in English and Kiswahili from the University of Eastern Africa, Baraton and her M.Phil in Educational Communication and Technology from Moi University.  Zuhra is pursuing her PhD. in Communication studies at Moi University.

Zuhra’s teaching interests include English, Communication and Intercultural Communication. Her primary research interests are in writing, education and intercultural communication.  Her teaching experience and exposure to different cultural realities has seen her develop a keen interest on the influence culture has on human interactions. This has inspired her to investigate the role of intercultural communication in the educational process in her PhD research.


Journal Identifiers

eISSN: 1998-1279