Chapter 3.pptx

Chapter 3 MASS MEDIA Objectives • Communication process • WHAT IS MASS MEDIA • Functions of mass media • Types of media • Advertisement- functions & advantages • Psychology of mass media • Elaboration likelihood model • Communication persuasion model The communication process • To understand ma...

Chapter 3 MASS MEDIA Objectives • Communication process • WHAT IS MASS MEDIA • Functions of mass media • Types of media • Advertisement- functions & advantages • Psychology of mass media • Elaboration likelihood model • Communication persuasion model The communication process • To understand mass media in digital age, it is important to understand the process of communication. • Communication is an act of sending messages, ideas and opinions from one person to another. • Not only with writing and talking humans communicate with body language (gestures, postures, body movement etc) • Three ways to describe how people communicate: • Intrapersonal communication • Interpersonal communication • Mass communication • Intrapersonal Communication: Communication within one person, eg whether to buy chocolate or ice-cream? What should I respond? • Interpersonal communication: To communicate with each other, people rely on the five senses- sight, hearing, touch, smell and taste. This is interpersonal communication. • Mass communication: Is a communication from one person or to group of persons through a transmitting device (a medium) to large audience or market. THE COMMUNICATION MODEL • The communication model includes FIVE key terms: • Sender:-The person who intends to convey the message with the intention of passing information and ideas to others is known as sender or communicator. • Message:- It is the information or ideas that has to convey from one source to other. • Receiver: is the person or place where the message arrivers or reaches. • Channel or Medium :-Means or way by which a message reaches an audience, the plural word of medium is media. The channel could be the cable, satellite or internet provider. • Feedback: Occurs when receiver processes the message and sends a response (as a survey) back to the sender (source) • Noise: any distortion (interrupted signal) that interferes with clear communication. • Example: The satellite company (source/sender) sends an advertisement for a movie (the message) through signal (channel) into the TV set (medium). What is mass media • Mass media is any form of media used in communication to larger audiences • Mass Media can be defined as a technology which is intended to communicate or reach a mass audience. • What is Mass Communication? • Mass Communication refers to the process of disseminating and exchanging information through diverse media platforms to reach the masses. • Mass Communication is different from Mass Media because various forms of mass media like TV, Radio, the Internet, Print Media, Outdoor Media, etc. are used to facilitate mass communication, i.e. communicate certain information to the masses. • So mass media is type of devise or channel that passes information • Mass communication is the process of communication through mass media Types of mass media • There are six major types of mass media. • 1. Traditional media, which is based on indigenous methods of information transfer, such as drama, paintings, and songs. • 2.Print media, which is a form of information communication through print media. It includes magazines, newspapers, and brochures. • 3.Electronic/broadcasting media, which involves communication through audio, visual, or audiovisual electronic systems. It includes televisions, radios, and motion pictures. • 4.Outdoor media, which involves communication through outdoor channels. It includes billboards, posters, wallscape, and compark advertising. • 5.Transit media, which consists of communicating information during movement. Examples include transit shelter advertising in train stations and bus advertising. • 6.Digital media advertising, which provides communication through the internet. Digital media includes social media and SNS sites, emails, websites, and internet protocol television. Functions of Mass Media • Mass media plays a crucial role in shaping how we view the world. • Intensive use of mass media has resulted in the world to appear smaller and closer. • It also promotes the distribution of goods and services. • The fundamental objectives of mass media are to inform, educate and entertain the masses. • It is known to be an important player in democracy and the smooth functioning of the nation. • Media is the watchdog of society. • Mass media works to transmit heritage and cultural values. • The rise of new mass media creates a global platform to bring people together. • It reaches larger audiences or masses and that’s why is referred to as mass media. • Mass Media has the power to influence society and is also impacted by what’s happening in society itself. • Audience or the masses are offered with a wide variety of choices in terms of content, media platform, etc. to choose from the type of mass media they want to consume. Advantages of Mass Media • Giving Voice to the Voiceless • general public can express their views and opinions freely. • This way, it becomes the voice of the voiceless thus giving the right platform for the people to use their right to express freely. • Effective and Wider Communication • It is through social media and digital platforms that the world has transformed into a global village. • This way, mass communication has become useful for the people, businesses, governments and the whole world to stay connected with each other. • Diffusion of Diverse Cultures • Mass media also plays a colossal part in spreading arts and cultures to every nook and corner of the world. • With the help of the internet, anyone can learn a new language, know about a different culture or even travel the whole world without physically going from one place to another. • Encyclopedia of Information • The internet is truly a massive open source of information and different types of mass media Advertisement • An advertisement (often shortened to advert or ad) is the promotion of a product, brand or service to a viewership in order to attract interest, engagement and sales • It’s a paid promotional tool • An identified sponsor backs it • It aims to call public attention towards an offering or a brand • Types Of Advertisements • Print Advertisements • Outdoor Advertisements • Digital Advertisements Advantages of advertising • They lead to sales • They create awareness • They help build a favorable brand image: • They help differentiate the product • They increase the brand’s goodwill • Increases demand • Attracts new customers • Reduces customer turnover • Educates the customers Psychology of Advertisement. • A basic advertisement involves a lot of strategy and thought, as well as more planning than one may assume. • From the color scheme and visuals to the actual words used, each component of an ad is designed to appeal to the consumer in a unique way • • • • • • • • • • • Emotions Advertising often plays to consumers’ emotions. Fear is a very powerful emotion Ex:- Fear of bacteria-so use “ Dettol” Fear or germs-so use Colgate one approach where fear is used is “the fear of missing out.” This approach can be identified by phrases such as “one day only,” “limited time only,” “only a few left. Advertisements utilizing fun and pleasure Ads that feature love target Advertisements focused on vanity appeal to the consumer’s sense of well-being, pride, importance and relevance celebrity endorsement. Consumers feel they know these celebrities and believe if a product or service is good enough for the celebrity, then it is good enough for them. Experts” in a given field:-Ads will use phrases like “9-out-of-10 doctors recommend”, “4 out of 5 dentists suggest”, or even “3 out of 4 moms trust” to drive consumer purchase behavior • Need for affiliation. The largest number of ads uses this approach: You are looking for friendship. Advertisers can also use this negatively, to make people worry that they’ll lose friends if they don’t use a certain product. • Need to nurture. Every time you see a puppy or a kitten or a child, the appeal is for the maternal or paternal instincts. • Need for guidance. A father or mother figure can appeal to your desire for someone to care for you, so you won’t have to worry. • Need to aggress. All have had a desire to get angry, and some ads give you this satisfaction. • Need to achieve. The ability to accomplish something difficult and succeed identifies the product with winning. Sports figures as spokespersons project this image. • Need to dominate. The power we lack is what we can look for in a commercial: “Master the possibilities.” • Need for prominence. We want to be admired and respected, to have high social status. Luxury car ads and ads for diamond rings offer this potential. • Need to escape. Flight is very appealing; you can imagine adventures you cannot have. The idea of escape is pleasurable • Need to feel safe. To be free from threats, to be secure is the appeal of many insurance and bank ads. • Need for aesthetic sensations. Beauty attracts us, and classic art or dance makes us feel creative, enhanced. • Need to satisfy curiosity. Facts support our belief that information is quantifiable, and numbers and diagrams make our choices seem scientific. • Physiological needs. Our need to sleep, eat and drink as physiological. Advertisements for juicy pizza are especially appealing late at night Models of advertisements. • Elaboration likelihood model and advertising • Communication-persuasion paradigm or model Elaboration likelihood model and advertising : • Elaboration Likelihood Model is developed by Richard E. Petty and John T. Cacioppo in 1980s. • This model gives importance to the process of Persuasion • Persuasion is compelling or forcing someone to do some thing . • Persuasion is referred as the action by which, convincing or causing someone to do something • The Elaboration Likelihood model proposes that each and every message is undergoing the process of persuasion • There are TWO ways this persuasion can occur • Central route • Peripheral route. • Both of them are effective persuasion techniques • Central Route • The process of persuasion through Central route is straight to the point and complete. • The receiver of the message carefully analyze the message and think of it in every possible angle • Example • A woman who is very much interested in platinum jewels will be closely watching the advertisements of platinum jewels. She is fascinated with the new trends and tends to collect them. Here she has the motivation for the subject matter and she care about it. She carefully processes the message and thinks about it. • Peripheral Route • The peripheral route is weak and the involvement of the receiver will be low. The message sent through peripheral route is not analyzed cognitively. • Example • Brian, a high school student in a book store to buy a note book for doing his homework. He sees many designs in front cover of the notebook from various companies. He became confused, and then he saw a notebook with his favorite football player’s picture in front cover. Without thinking much about it, he bought that notebook. Communication-persuasion paradigm or model • This model explains FOUR factors that leads to Persuasion processes. • Source:. A given source may be credible for some audiences but not for others. A message from a source having a high level of expertise relevant to the issue will bring about greater attitude change than a similar message from a source having a lower level of expertise. • Example: Elders , Scientists, professionals • Attractiveness and Likability: The physical attractiveness of the source can also affect the extent to which a message is persuasive. Advertisers use attractive individuals as spokespersons for their products, as we can see in television and magazine advertisements. It is rewarding to look at attractive spokespersons, these advertising messages receive more attention. Fear arousal message: • Most messages intended to persuade incorporate either rational appeals or emotional appeals. • Most common emotional appeals are those involving fear. Fear-arousing messages are especially useful when the source is trying to motivate the target to take some specification. • Example: in an anti-smoking advertisement on TV, a victim dying of throat cancer. • The source is using a fear-arousing communication. • Messages of this type direct the target’s attention to some negative or undesired outcome Reference: • Biagi, S. (Ed 11). (2014) Media/Impact: An introduction to Mass media. Ch 1: 2-10 . • Rodgers, S. & Thorson, E. (2012). Advertising Theory. Ch 4: 53-59. Taylor & Francis • Additional reference : • Delamater, John and Daniel Myer s (2011) . Social Psychology, 7th ed. Cengage Learning, Inc pg 197-241 • https://www.acrwebsite.org/volumes/5689/volumes/v04/NA%20-%2004