Podcast
Questions and Answers
What is the primary function of the receiver in the communication process?
What is the primary function of the receiver in the communication process?
- To encode the message
- To decode the message (correct)
- To transmit the message
- To provide noise in the communication process
What is the term for the response or reaction provided by the receiver to the sender?
What is the term for the response or reaction provided by the receiver to the sender?
- Channel
- Noise
- Message
- Feedback (correct)
Which theory suggests that media have the power to influence the salience or importance of issues in public discourse?
Which theory suggests that media have the power to influence the salience or importance of issues in public discourse?
- Two-Step Flow Model
- Agenda-Setting Theory (correct)
- Libertarian Theory
- Social Responsibility Theory
Who are the individuals who play a crucial role in shaping public opinion according to the Two-Step Flow Model?
Who are the individuals who play a crucial role in shaping public opinion according to the Two-Step Flow Model?
What is the primary goal of Normative Theories in communication?
What is the primary goal of Normative Theories in communication?
Which theory advocates for unrestricted freedom of speech and press?
Which theory advocates for unrestricted freedom of speech and press?
What is the primary purpose of models and theories of mass communication?
What is the primary purpose of models and theories of mass communication?
Which model of communication posits that information flows from media to opinion leaders and then to the broader public?
Which model of communication posits that information flows from media to opinion leaders and then to the broader public?
What is the primary function of the sender in the Shannon-Weaver Model?
What is the primary function of the sender in the Shannon-Weaver Model?
Who developed the Shannon-Weaver Model of Communication?
Who developed the Shannon-Weaver Model of Communication?
What is the name of the theory that suggests media influence the salience of issues in public discourse?
What is the name of the theory that suggests media influence the salience of issues in public discourse?
What is the primary focus of the Shannon-Weaver Model?
What is the primary focus of the Shannon-Weaver Model?
Flashcards
Channel
Channel
The medium used to transmit a message, like TV or internet.
Receiver
Receiver
The individual or group that receives and decodes the message.
Noise
Noise
Interference that disrupts the communication process.
Feedback
Feedback
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Two-Step Flow Model
Two-Step Flow Model
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Agenda-Setting Theory
Agenda-Setting Theory
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Normative Theories
Normative Theories
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Libertarian Theory
Libertarian Theory
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Shannon-Weaver Model
Shannon-Weaver Model
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Opinion Leaders
Opinion Leaders
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Salience in Media
Salience in Media
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Social Responsibility Theory
Social Responsibility Theory
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Study Notes
Key Concepts in Communication
- Channel: The medium or method used to transmit the message (e.g., face-to-face, print media, television, internet)
- Receiver: The individual or group who receives and decodes the message sent by the sender
- Noise: Any interference or distortion that may disrupt the communication process
- Feedback: The response or reaction provided by the receiver, which allows the sender to assess the effectiveness of their communication
Two-Step Flow Model
- Proposed by Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet in the 1940s
- Challenges the notion of direct, one-way influence of media on individuals
- Suggests that opinion leaders or influencers play a crucial role in shaping public opinion by mediating the flow of information from the media to the broader public
Agenda-Setting Theory
- Developed by Maxwell McCombs and Donald Shaw in the 1960s
- Posits that media have the power to influence the salience or importance of issues in public discourse by determining which topics receive attention and how they are framed
- Supported by numerous empirical studies, demonstrating the correlation between media agenda and public agenda in shaping public perceptions and priorities
Normative Theories
- Focus on prescribing ethical guidelines and standards for media professionals and organizations
- Examples include the Libertarian Theory, Social Responsibility Theory, and Soviet Communist Theory
Libertarian Theory
- Advocates for unrestricted freedom of speech and press
- Emphasizes the importance of minimal government intervention and censorship in media affairs
Models and Theories of Mass Communication
- Provide frameworks for understanding how communication processes function in society and how media influence individuals and cultures
- Examples include the Shannon-Weaver Model, Two-Step Flow Model, and Agenda-Setting Theory
Shannon-Weaver Model
- Developed by Claude Shannon and Warren Weaver in 1949
- Conceptualizes communication as a linear process consisting of several key elements: sender, message, channel, receiver, and feedback
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