Scholars in the UC Davis Department of Communication examine communication theories, channels, technologies and message content from a bottom-up (micro) and a top-down (macro) perspective in a multidisciplinary context. Bottom-up communication converts collections of individuals into communities and societies, constructs societies' collective identities, and facilitates social evolution. Top-down communication primes people's perception of reality, their social context, and their personal evolution.
We view communication as the point at which the realms of the individual, technology and society intersect and overlap. The communicated message itself is at the center of our approach to understand reality.
From here, communication informs the most diverse disciplines by contributing a distinctive focus on the messages that link social structures as diverse as interpersonal relationships, businesses, conversations, citizenries, communities, social networks, entertainment audiences and political systems. As such, our approach is naturally interdisciplinary and turns out to be especially relevant during the current times of intense technological changes that affect how people and social systems communicate.