mass communication potentially, the most influential form of human communication
TRANSCRIPT
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Mass Communication
Potentially, the most influential form of human communication
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Types of communication
• Intrapersonal – When we talk to ourselves
• Interpersonal– When we talk to another
• Group– When we give a speech to a group
• Mass communication--an unseen audience
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• Q. How do mass communicators differ from other types of communicators?
• They cannot see their audience.
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Components of mass communication
• The five m’s of mass communication:
• Mass communicators
• Mass messages
• Mass media
• Mass communication
• Mass audiences
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Mass communication? Or mass communications?
• 1. Communication refers to the process
• 2. There is a double encoding and double decoding.
• 3. Mass communications refers to a thing.
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Communication models
• Shannon and Weaver• 1. Decision to communicate• 2. Encoding• 3. Transmission through Medium
(channel) double encoding/decoding• 4. Reception• 5. Decoding 6. Internalization
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Cue for test:
• Remember that the recipient internalizes the message.
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Narrative model
• Harold Lasswell:
• Who says what?
• In which channel?
• To whom?
• With what effect?
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Concentric circle model
audiences
effects
gatekeepers codes communicatorsregulators
filtersMass media
codes
communicatorsgatekeepers
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Concentric circle model
• Effects• Audiences• Filters• Regulators• Mass media• Gatekeepers• Codes
• Communicators
Misses many complexities
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Q. What is the message in a communication model?
A. The representation of the thought.
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Mysterious process
• Millions spent in advertising and promotions
• Need to know all there is about the process
Clip
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Fundamentals in the process
• Stimulation– source
• Encoding– Put thoughts into
symbols
• Transmission– The channel, media
• Decoding– Receiver/transmitter
• Internalization– Understanding the
message
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Players in the process
• Gatekeepers– News producers
• Regulators– FCC, PMRC
• Hybrids– “gatekeeper-
regulator hybrids”– NAB, SPJ
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Impediments to communication
• Noise
– Semantic--sloppy messages
– Channel--static
– Environmental--noise at reception site
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• Q. What is the mass communicator’s best antidote against noise?
• A. Repetition
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Filters
• Informational filters– Audience doesn’t understand us
• Physical filters– Receiver’s mind is clouded;
• Psychological filters– Receiver’s bias; selective perception
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Results of mass communication
• Feedback
• Q. How do mass communicators get it?
• A. Indirectly.
• Effects
• Q. Greatest influence of mass media?
• A. When it moves people to action.
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• Q. When mass communicators choose to communicate about something, that “thing” has….
• A.?????
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• Q. Why would you want Boomer Esiason to campaign for your cause?
• A. ?????????