Schema Theory Compared to Text-Centered Theory as an Explanation for the Readers' Understanding of a Business Message

Abstract

To better understand what variables affect reader understanding of business writing, schema theory was compared to text-centered theory. Levels of readers' knowledge represented schema theory while message coherence represented textcentered theory. Newly developed instruments measured background knowledge and reader understanding. Text reading material was also developed. The research design consisted of a 2 x 2 factorial with business and nonbusiness subjects. The primary conclusion is that background knowledge (schema theory) affected a reader's ability to understand business communication. However, coherence (text-centered theory) did not affect understanding. Because coherence is only one textual quality, this study demonstrates the importance of additional research on the variables that affect reader understanding.What constitutes effective written business communication? Of V course, this is a global question that is difficult to answer. But many textbook writers implicitly answer the question when they provide prescriptions for business writing. A review of business communication textbooks indicates that most business writers consider the following qualities necessary for effective business writing: textbooks will combine several of these qualities into broader classifications, these specific qualities are addressed consistently. These qualities have been addressed in business communication textbooks for many years; however, their validity has been questioned. In a recent review of the history of business communication and the principles professed by business communication educators, Hagge (1989) said, Perhaps even more important, do the time-worn principles of business communication really have much validity? I would argue that the very uniformity of the principles I have shown to exist through a 2000-year-old epistolographic tradition suggests that they do not. In all the sources to which I have referred in this article, not once did I find any evidence that the authors who espoused the writing principles under investigation substantiated their pronouncements with any sort of empirically verifiable or philosophically defensible framework; instead, a number of times these principles were simply validated by reference to the rhetorical tradition that spawned them. (p. 48-49) at UQ Library on June 14, 2015 job.sagepub.com Downloaded from 8 In other words, the global question of what characteristics lead to effective business communication may have generally accepted answers, but these characteristics frequently have not been empirically tested. As a small step to empirically analyze what constitutes effective written business communication, we tested just two theoretical perspectives -schema theory and text-centered theoryon only one independent variable, reader understanding, in order to follow the rule of scientific reductionism. First, the reason is presented for selecting reader understanding as the dependent variable. Then the two competing theories are discussed.Reader Understanding Researchers, ei...

Schema as a Springboard for Professional Reading Competence: Activating Schema via Self-Generated Questioning

“…The findings replicated those of previous studies indicating that schema theory is a crucial instructional method for assisting students in relating new information to existing information [9]- [12]. It is clear from the findings that the engineering students benefited from activating the schema via a self-generated questioning technique.…”

“…The common thread running through these discussions is that one major step toward improving reading comprehension is to activate prior knowledge of topics [5] by honing existing information through in-head question generating before reading. It is believed that schemata promote students' professional reading competence [12]. This view is supported by [10], who find that prior knowledge provides a schema structure that assists with thinking.…”

“…Additionally, [11] find that schema affects textual understanding during comprehension, not just during recall. In the EFL context, a study by [12] supports the power of schema theory in reading comprehension by claiming that schema theory can improve students' comprehension in many situations.…”

The Psychobiological Model: Towards a New Theory of Computer-Mediated Communication Based on Darwinian Evolution

“…As for the schema alignment construct, the recommended approach here is analogous to the one adopted in the business communication and news media literature for the assessment of schemarelated issues (Cappella 1997, Faris andSmeltzer 1997). It consists in developing multi-item tests in connection with the collaborative task under consideration.…”

“…The empirical literature on schema development and assessment, which are recurrent topics in the areas of business communication and news media research, can be used for some ideas on how to develop multi-item tests in connection with specific collaborative tasks. Good examples are the empirical studies conducted by Cappella (1997) and Faris and Smeltzer (1997). …”