International Encyclopedia of Communication Online

Extract

The term “goal” refers to a future state of affairs that a person wishes to attain or maintain. Goals prompt planning, which, in turn, serves as the basis for action. From these simple premises, it is apparent that the core function of goals is to regulate behavior and that communicative goals and plans fall under the broader conceptual umbrella of behavioral goals and plans. Theories that invoke the goal concept also embrace three general principles ( Powers 1973 ). First, goals are arranged hierarchically and, therefore, necessarily vary in their level of abstraction. Second, regardless of hierarchical level, goal-directed behaviors are responsive to feedback concerning the discrepancy between the current and desired future states. Finally, goals are abandoned when they are achieved or when the expectation for success falls below some individually determined threshold. A person's goals are structured in hierarchies . As an example of hierarchy, consider that a person who possesses the goal of maintaining good health might intend to consume fruits and vegetables, to exercise regularly, and to get periodic check-ups. Each of these aims, in turn, generates various lower-level goals: avoiding fast food, learning to cross-country ski, and making an appointment with the physician. Each of the action sequences associated with these lower-level goals can themselves be decomposed ad ... log in or subscribe to read full text