Read Chapters 4-7, “The Self and Messages”. The goal of communication as discussed in this unit is to establish clarity and comprehension on communication. Name each theory and in one sentence describe what that theory is about. Then discuss how the four theories discussed in this unit work together to establish clarity and comprehension in communication. Pay attention to a number of important topics discussed throughout this unit, namely, the influence of society on attitudes, communicator credibility, decision making, conversational rules, attraction, and liking.