I.A. Richards Semantic theory of "The Meaning of Meaning" was a product of his work on rhetoric in the 1920's . He believed that rhetoric used as persuasion, allowed for misunderstandings. He stated : "Rhetoric, I shall urge, should be a study of misunderstanding and its remedies" (Richards, 1936, p. 3).
Richards points out that meanings do not reside in words, but in people (Ogden, 1923, p. 12). He termed this "proper meaning
superstition". This means that words have differing meanings between people depending on the situation.
Richards argued words were symbols, which have do not have a natural connection to that which they describe (Griffin, 1997, p. 58).
To illustrate the concept that words (symbols) have an" indirect relationship" with their referents, Richards developed his Semantic Triangle (
Griffen, 1997,p. 60). For example, I was invited to tea. (Symbol). The mental image ( referent) I associate with "tea" is a hot drink and biscuits. It is served at three o'clock (my reference) in my culture. My host was a New
Zealander. His concept of tea was an early evening meal.
Whilst Richards was excellent at identifying the problems of language, his attempts to offer solutions were not very practical (
Griffen, 1997,p. 66). For example, he felt definitions could be used to clarify meaning, as could
metaphores. Neither can be easily applied in daily conversation.
A further shortcoming is that Richards does not explore non-verbal forms of communication.
An innovative idea, was that communicators could plan ahead and adjust words according to how one feels the audience might react. Richards believed "
feedforward was his most important insight" (
Griffen, 1997). I have found this to be a useful tool in business.
Richards attempted to select "850 words that new speakers may quickly learn" (
Griffen, 1997,p. 65).This idea to develop a basic form of English has potential , given that the global workforce presents inherent communication difficulties.
"Present day post-modernists critics" also contend that "interpretation is the only reality we can communicate (
Griffen, 1997,p. 66). Although these ideas originated with Richards, few communicators discuss or credit him his work.
References:
Griffin, E. (1997). A first look at communication theory (3rd ed., p. 66). New York: McGraw-Hill.
