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StimulatingAmethyst7499

Uploaded by StimulatingAmethyst7499

United Arab Emirates University

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mass media communication theories social media media influence

Summary

This lecture introduces the concept of mass media and its importance in everyday life. It covers various aspects, from historical trends to modern applications like social media, and examines models of communication and influences from the mass media.

Full Transcript

Intro. to Mass Media Mass media in Everyday Life 1 Why its important? In 1990s, a research from UK The mass media is important showed that, spending on and central to our lives. mass media ranks among top...

Intro. to Mass Media Mass media in Everyday Life 1 Why its important? In 1990s, a research from UK The mass media is important showed that, spending on and central to our lives. mass media ranks among top 3 in the most households. Research shows the time that The mass media are the people spend on mass media major influence on our is the second to time spent at culture, our opinion, and work. perceptions. New technology provides 24/ connections Mass media before was considered Newspapers Radio Television Film Technology of the internet and the smartphones has expanded what media offering to us. Examples? All these new media as well as the old are available to us 24/7 through the variety of accessibility. Media keeps us informed, entertained and sell us products because buying behavior is informed by media advert and by what we see generally in the media. (talk about your experience with buying options) Wireless connection and the rise of the global village To keep connecting to TV and radio we either need antenna or cables. (Antenna is an electrical device which converts electric energy into radio waves. Usually used in the radio transmitter) Today we have Wi-Fi that provides us wireless connectivity to all the media through our smartphones. That allow us to know what is happening in the world whenever we are. That made the whole world like a global village. (Give me another name to the global village?). Three ways that people are communication 1. Intrapersonal communication- the internal way of communicating to ourselves like thinking and making decisions. 2. Interpersonal communication- between Communication two persons – no media needed for this communication. process 3. Mass communication- communication between one person or more to a wider audience-this communication needs medium or channel, so the message can reach wider audiences. Channel could be radio, television, newspapers, blogs, twitter..etc. Laswell’s 5Ws Harold Laswell provided a model of 5Ws as follows: Who: sender What: message Which: Medium/channel Whom: the receiver What: Effect Laswell Model Weaver’s mathematical theory of communication Shannon Weaver explained the mass communication process always as: Sender who encodes the message- sent to receiver who decode the message. Encoding Decoding Encoding: is the process of putting together Decoding: is the process of unpacking or the message. understanding the message. Time is a precious commodity. So, it’s significant that the average person globally spends a significant portion of their day—about 145 minutes—on social media. Interestingly, Americans fall slightly below this average, clocking in at 2 hours and 7 minutes daily. To put this into perspective, if the average person maintained this usage over an average life span of 73 years, the result is an astonishing 5.7 years spent on social media platforms. For marketers, these numbers highlight the reach and potential of an effective social media strategy.

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