SCCAK1013 History Of Communication Study PDF

SCCAK1013 INTRODUCTION TO COMMUNICATION TOPIC 1 History of Communication Study  1.1 01 Introduction We cannot NOT communicate From the moment we wake up until we go to bed, our days are filled with communication. Unlike some subjects y...

SCCAK1013 INTRODUCTION TO COMMUNICATION TOPIC 1 History of Communication Study  1.1 01 Introduction We cannot NOT communicate From the moment we wake up until we go to bed, our days are filled with communication. Unlike some subjects you study, communication is relevant to every aspect of your life. We communicate with ourselves. We communicate with others. We interact with mass media, social media etc. 1.2 Communication as a Social 02 Science Communication is a social science because it studies the social and cultural aspects of how humans communicate. Communication is a complex and multifaceted process, and it is studied by a variety of social scientists 03  Sociologists: Sociologists study the Psychologists:04 Media studies Psychologists study the social patterns and processes that underlie scholars: human mind and behavior. human behavior. They are Media studies They are interested in how interested in how scholars study the communication affects and is communication shapes production, affected by human cognition, and is shaped by social distribution, and emotion, and personality. relationships, social consumption of groups, and social media messages. institutions. They are interested Political Anthropologists: in how media scientists: Anthropologists study Political scientists study the shapes and is human cultures and political process and political shaped by social societies. They are institutions. They are interested discourse and social interested in how in how communication is used to change. communication is used influence public opinion, shape to create, maintain, and public policy, and conduct transmit cultural political campaigns. knowledge and values. Research on communication has helped us to 05 understand a wide range of phenomena, including: How communication shapes our lives and our society. · How communication shapes and is shaped by social relationships. How communication is used to create, maintain, and transmit cultural knowledge and values. How communication is used to influence public opinion, shape public policy, and conduct political campaigns.  06 The Evolution and the Development of Communicatio n Study  Key developments in the history of 07 communication studies Classical Period (500 BCE-400 CE): Plato and Aristotle develop theories of rhetoric and persuasion. Medieval Period (400-1400 CE): The study of communication is focused on religious and legal contexts. Renaissance Period (1400-1700 CE): There is a renewed interest in the study of rhetoric, and communication scholars begin to explore the use of language in a variety of contexts.  Key developments in the history of 08 communication studies Enlightenment Period (1700-1800 CE): Scholars begin to develop theories and models of communication, and they begin to conduct empirical research on communication processes. 19th Century: The field of communication studies begins to emerge as a distinct academic discipline. 20th Century: The field of communication studies experiences rapid growth due to the development of new communication technologies. Factors influencing the development 09 of communication studies The rise of new communication technologies, such as the telephone, radio, and film. The development of social sciences fields such as psychology, sociology, and political science. The increasing importance of communication in public life and business.  Communication 10 Scholars Harold Lasswell developed a model of communication that identified five key elements of the communication process: who says what to whom through what channel with what effect? This model has become one of the most widely used models in communication Wilbur Schramm was a prominent studies. communication scholar who is credited with helping to establish communication studies as a distinct academic discipline. He wrote several books on communication, including The Process and Effects of Mass Communication (1954). Communication Scholars 11 Walter Lippmann was a journalist and public intellectual who wrote extensively about the role of mass media in society. He argued that mass media can shape public opinion and create a shared social reality. John Dewey was a philosopher and educational reformer who wrote extensively about the role of communication in education and society. He believed that communication is essential for democratic participation and social progress. Carl Hovland was a psychologist who conducted research on the effects of mass media on public opinion. His work is considered to be foundational in the field of persuasion research. Communicatio 12 n Models Model Berlo Communicatio n Models 10  13 THE DEVELOPMENT OF COMMUNICATION STUDIES IN MALAYSIA  FACTORS DRIVING THE GROWTH OF15 COMMUNICATION FIELD IN THE RISE OF DIGITAL MEDIA MALAYSIA THE GROWTH OF CREATIVE ECONOMY THE EXPANSION OF MULTINATIONAL THE GOVERNMENT’S FOCUS ON DIGITAL CORPORATIONS TRANSFORMATION The rise of digital media, such as social The creative economy, Multinational media and online news, which includes sectors corporations are The Malaysian has created new such as advertising, expanding their government is focused on opportunities for public relations, and operations in Malaysia, digital transformation, communication media production, is and they are in need of and this is creating new professionals. They are growing rapidly in communication opportunities for needed to create and Malaysia. This is professionals to help communication distribute digital creating new jobs for them communicate with professionals to help content, manage social communication their customers, organizations transition media accounts, and professionals in these employees, and to the digital age. build online sectors stakeholders. communities.