In Media and Communications, we encounter a multitude of theories and concepts. In general, theories help individuals better understand how messages are conveyed and received. Also, how they shape our perceptions of the world. One such theory that delves into the fascinating dynamics of group communication and shared meanings is the Symbolic Convergence Theory.
What is Symbolic Convergence Theory?
At its core, Symbolic Convergence Theory (SCT) is a concept developed by Ernest Bormann in the late 1970s. It delves into the way in which groups and communities form shared stories and fantasies. Also, being part of a group helps strengthen their sense of belonging and identity. To fully grasp this theory, let’s break it down into its key components and explore its implications.
The Birth of Symbolic Convergence Theory
Ernest Bormann, a scholar in communication studies, was the visionary behind SCT. His work, particularly in the book “Symbolic Convergence Theory,” laid the foundation for this theory. Bormann’s fascination was with how groups developed a sense of unity and cohesion through the sharing of narratives and symbols.
In his book, he provides a comprehensive overview of the theory. Furthermore, Bormann introduces the concepts of “fantasy themes” and “rhetorical visions”. These ideas remain central to the understanding of SCT.
Fantasy Themes
Fantasy themes are the stories and narratives created by group members as they engage in communication. These narratives often revolve around shared experiences, beliefs, or goals. They then serve as a means of connecting group members on a deeper level. When individuals within a group identify with these narratives, it fosters a sense of community and shared purpose.
Rhetorical Visions
Rhetorical visions, on the other hand, are the overarching stories and images that emerge when various fantasy themes intersect. They are the collective symbols and narratives that unite the group. Also, they create a shared understanding of their identity and mission. These visions help in the formation of a group’s culture and values.
The Process of Symbolic Convergence
SCT argues that symbolic convergence occurs in three primary stages:
- Divergence: Initially, group members may have diverse viewpoints and experiences. However, as they communicate and share their narratives, these differences tend to converge into shared fantasies and symbols.
- Symbolic Convergence: Once shared narratives and symbols are established, the group experiences symbolic convergence. This stage is marked by a sense of unity and identity, with members feeling a strong connection to one another.
- Rhetorical Vision: Finally, the group’s collective identity is solidified through the formation of rhetorical visions. These visions guide the group’s actions and decisions. Furthermore, they serve as a common ground for members to relate to one another.
Applications of Symbolic Convergence Theory
Symbolic Convergence Theory has a wide range of applications in media and communication studies. The theory also helps us in understanding social and cultural phenomena.
Understanding Pop Culture Movements
Consider the rise of fan communities for movies, TV shows, and books. These communities often form around shared fantasies and narratives. SCT can help explain how such groups come together and develop a strong sense of belonging. This foundation begins as a result of their shared interpretations of the source material.
Political Communication
In the area of politics, SCT can shed light on how political leaders use storytelling and rhetoric to unite their followers around a common vision. The “I Have a Dream” speech by Martin Luther King Jr. is an excellent example of a rhetorical vision. A Speech such as this, brought people together in support of civil rights.
Corporate Culture
Within organisations, SCT can help us understand how employees develop a sense of belonging and commitment to the company. Stories of the company’s history, its mission, and its values all contribute to the formation of a shared identity among employees.
Social Movements
The power of social movements is often fuelled by the creation and dissemination of shared narratives. SCT can be applied to analyse how movements like the civil rights movement, LGBTQ+ rights, and environmental activism have also harnessed the collective imagination of their supporters.
Case Study – Grateful Dead & the Creation of a Subculture
The iconic American rock band, the Grateful Dead, provides an excellent case study for applying Symbolic Convergence Theory. The band’s fan base, known as “Deadheads,” developed a strong sense of community and identity that extended beyond the music. This subculture then emerged through shared experiences, stories, and symbols.
The Grateful Dead’s concerts were also renowned for their unique and immersive experience. Deadheads often followed the band on tour, creating a shared adventure filled with unique and shared narratives. These narratives included tales of epic concerts, the sense of freedom and connection experienced on the road, therefore led to a deep appreciation for the band’s music.
The symbolic convergence within the Grateful Dead subculture was further strengthened by the band’s lyrics, artwork, and even the communal aspect of concert tailgating. All of these elements created a strong sense of identity and belonging among Deadheads. They then saw themselves as part of a unique and exclusive community.
Critiques & Challenges
While Symbolic Convergence Theory provides valuable insights into the formation of group identity and shared narratives, it’s not without its critiques and challenges. Some of the criticisms include:
- Lack of Empirical Research: Critics argue that SCT relies heavily on qualitative analysis. It is often criticised for not providing a rigorous empirical basis for its claims.
- Overemphasis on Narrative: Some scholars argue that SCT tends to overemphasise the role of storytelling. The theory also downplays other factors that contribute to group cohesion.
- Cultural and Contextual Differences: SCT may not be universally applicable. Its effectiveness can vary based on cultural and contextual factors.
Conclusion
Symbolic Convergence Theory offers a valuable perspective on how individuals come together in groups and form a shared sense of identity and purpose through storytelling and shared narratives. It is particularly relevant in the field of Media and Communications, where it helps us understand how media content and communication shape collective imagination.
Whether it’s analysing the impact of pop culture, the dynamics of social movements, or the formation of subcultures, SCT provides a lens through which we can explore the fascinating interplay between shared fantasies and group cohesion. While it is not without its limitations, SCT remains a valuable tool for scholars and researchers seeking to understand the power of storytelling and shared meaning in human communication.
As we continue to engage with media and communicate in a rapidly evolving world, the lessons from Symbolic Convergence Theory remind us of the profound influence of shared narratives on our perceptions, beliefs, and our sense of belonging within diverse communities.
References
Bormann, E. G. (1985). Symbolic Convergence Theory: A Communication Formulation. Journal of Communication, 35(4), 128-138.
Bormann, E. G. (1996). Symbolic Convergence Theory and Communication in Group Decision Making. In R. Y. Hirokawa & M. S. Poole (Eds.), Communication and group decision making (pp. 73-89). Sage Publications.
Bormann, E.G., Cragan, J. F., & Shields, D. C. (1994). In Defense of Symbolic Convergence Theory: A Look at the Theory and Its Criticisms after Two Decades. Communication Theory, 4(4), 259-294
Griffin, E. M., Ledbetter, A., & Sparks, G. (2019). A First Look at Communication Theory (10th ed.). McGraw-Hill Education.