Introduction To Mass Communication PDF

Introduction To Mass Communication FAMC1003 Lecturer: Dr. New Kuwi Hoi Introduction To Mass Communication FAMC1003 Topic 1: Concepts and definitions in mass communication  Learning Outcomes After this, students should b...

Introduction To Mass Communication FAMC1003 Lecturer: Dr. New Kuwi Hoi Introduction To Mass Communication FAMC1003 Topic 1: Concepts and definitions in mass communication  Learning Outcomes After this, students should be able to :-  Define communication and mass communication  Distinguishes types of communication  Write the features of Communication  Discuss functions of Communication 3  The Definition of Communication  From Latin “Communicare”  Verb: to share, impart, to make meaning common  To give or receive information, signals, messages in any way  Using talk, gestures, writing or other means  Definition: “ a meaningful exchange of information”  Origins of Communication  Part of human search to transcend time and space  One of the oldest of human practices: Essential for social survival, economic organization Formal study rooted in classical politics from times of Ancient Greece and Rome under a different title: rhetoric, literary criticism, persuasion (humanities) Development of the study of Communication allied with rise of social sciences and marketing Communication is a purposeful effort to establish commonness between a source and receiver. (Schramn, 1965) 6  Communication is Two-way process of reaching mutual understanding, in which participants not only exchange (encode-decode) information, news, ideas and feelings but also create and share meaning. In general, communication is a means of connecting people or places (businessdictionary.com). Something like this?  Communication  refer to the processes by which verbal and non verbal messages are used to create and share meaning. 9  What is Communication?  In its simplest form,  “Transmission of a message from a source to a receiver” or the process of creating shared meaning. noise receiver sender medium effect feedback  Communication is a systematic process in which people interact with and through symbols to create and interpret meanings. 11  Features of Communications : 2. System – consists of interrelated 1. Process – means – parts that affect one another, ongoing and dynamics. interdependent & continually interact. Always in motion, moving change in any part will caused forward, changing. change in the entire system. 4.Meanings : 3. Symbols – abstract, A. content level of meaning – the arbitrary, many meaning. literal message. B. relationship level of meaning – signal that expresses a desire to connect with another person. 12 Components of Communication 1. People : sender / senders, receiver / receivers 2. Message/s : content of communication 3. Channel/s : message carries 4.Feedback : returned information to source. 5. Noise : anything that interferes the ability to send/receive 6. Effect : communication out come. 7. Content : communication setting. 13 Functions of Communication 1.Social Interaction 2. Business and Trade 3. Exchange of Ideas and Knowledge 4.Social-political Development 5. Social-cultural Integration 15 Kumar (2021) https://getuplearn.com/blog/principles-of-communication/  7 Trends in Communication 1. Compression of space and time Larger and larger territories covered: networks of networks emerging (www) Mobile, wireless untethered access: ubiquity Communication across borders virtually instantaneously 2. Commodification Spread of private and not public enterprise, interpenetration of marketing, consumption and media Widespread ideology of consumption/consumer “sovereignty” 3. Deregulation and Concentration and Conglomeration Withdrawal of public sector, less regulation, more role for market Trend to mergers and acquisitions Multi media holdings 7 Trends in Communication 4. Globalization : Growth in international trade in cultural products, rise of 6 or 8 main companies dominating markets and merging industries AOL Time Warner; Disney;Vivendi, Viacom, Sony, News, Bertelesmann 5. Digitization and Convergence Conversion of sound pictures and text into computer readable formats by representing them as strings of zeros and ones Now, telecommunication providers involved in TV and cable Digitization enables the production, circulation, manipulation and re- purposing or storage of information on unprecedented scale 6. Specialization ( part of “demassification”) Narrowly “casting’ or “targeting” communication to particular interests… shrinking share of general interest TV 7. Personalization The “daily me”: personal tailoring of media diet/media products Ideal type: MP3 downloading of custom music The Communication Process © 2006 Prentice Hall 4-19 Interpersonal Communication exchange of information between two or more people INTERPERSONAL COMMUNICATION  Interpersonal Communication is the one to one communication between two or more persons, wherein exchange of ideas, information or messages takes place through a channel.  It can be a face to face communication between parties, communication over mail, telephone and the like.  In Interpersonal Communication, the way something is said is as important as what is being said. So, here, the tone of voice, body language, gestures, facial expressions, have a great impact on the recipient.  The features of interpersonal communication are: 1. Inescapable: Whenever we try not to say anything to anyone at all, it says something about our mood, attitude or nature, i.e. not by words but through the non-verbal signals. 2. Irreversible or Unrepeatable: Once something is being said, it cannot be taken back, so neither it is reversible nor repeatable. 3. Complex: Due to some variables involved in communication, it is a complex process. The words used in the process of communication may not have the same meaning for both sender and receiver, and this complicates the process. 4. Contextual: Context plays a significant role in the communication process, as in there is psychological, environmental, situational and relational context. Types of Interpersonal communication  Verbal communication is that which is spoken. What do you say? How do you say it? What language do you speak?  Nonverbal communication is the information communicated without being spoken. Are you standing straight or leaning? Do you look at the other person's eyes? Where do you put your hand?  INTRAPERSONAL COMMUNICATION  Intrapersonal communication, or communication within the individual.  It involves thinking, analysing, interpreting, assessing, contemplating, feeling, etc.  It is an activity that takes place in our mind; wherein a person is involved in a conversation with himself/herself, commonly known as ‘self-talk’ or ‘inner speech’.  The activity can be a monologue or internal dialogue, i.e. when you imagine a conversation, in your mind with the absent other. So, it is quite obvious that the sender and receiver are the same person. Difference Between Intrapersonal and Interpersonal Communication  ‘intra’ means ‘within’, the communication that takes place within a person is called intrapersonal communication.  The term ‘inter’ means ‘between’, so when the communication occurs between two or more persons, it is said to be interpersonal communication.  Intrapersonal communication is invisible, as it goes in our mind.  Interpersonal communication is visible as it takes place between several parties. Summary  Intrapersonal communication is the base of interpersonal communication because it is our experience on which our perception relies and our perception influences our interaction with the other persons.  In intrapersonal communication the information is always kept in a person’s mind, however, in an interpersonal communication, the information flows from one person to another.  Mass Communication  Communication from one person, group or institution through a transmission system or medium to large audiences or markets  From one ( or few) to many  Implies concept of gatekeeper: controller of transmission/message design  Implies concept of effectiveness and efficiency: is messaging achieving what it intended? Concept of “Mass Communication” Mass communication could be defined by 3 characteristics:- 1. It is directed toward relatively large, heterogeneous and anonymous audience. 2. Messages are transmitted publicly are often timed to reach most audience members simultaneously and are transient in character. 3. The communicator tends to be or people within a complex organization that may involve great expense. 33  Functions of Mass Communication https://oer.pressbooks.pub/mediacommunication/chapter/functions-of-mass-communication/ Mass Communication Models 38 How Models Help us to understand Communication? 39  1. are an abstract representation Models of a process, a description of its structure or function. 2. help understand 3. help us organize how a process thinking, generate works. research questions and make predictions. 4. Each model describes certain aspects of the total process. 5. Models stimulate creativity. 6. Models can take many forms. 7. Models fulfill a control function. 40  Basic Model of Communication noise encoding decoding Sender Receiver channel Feedback 41  Models of Communication 1. Linear Models Harold Lasswell (1948) Communication as one way process in which one person acts an another person. Also called as transmission model. Who ? Says what ? In what channel ? To whom? With what effect? 42  Review –Interpersonal Communication Model  1948, Harold Lasswell Source Medium Receiver through a medium A source sends a message to a receiver Effect Producing an effect 44  Models of Communication 2. Claude Shannon & Warren Weaver (1949) Linear Models 45  Shannon Weaver’s Model 1. Information sources – selects a desired message out of a set of possible messages. 2. Transmitter – change the message into signal – which is sent over the communication channel from transmitter to receiver. 3. Noise – as a label of any distortion that interfered the transmission of a signal from the source to destination. eg– sounds, mental biases, preoccupation, hinder effective listening, static on radio, blurred etc… Conclusion : this is a linear model, left to right, one way communication. 46  Models of Communication 3. Transactional Models – interactive models Message Encoder Decoder Source Receiver Decoder Encoder Feedback A interactive Model of Communication adapted from Schramm 1955 47  continue contexts Communicator A’s field experience Communicator A Shared field Symbolic Noise Time Of experience Interactions time,1, time2 Communicator B Communicator B’s fields of experience A Transactional Model of Communication Adapted from Wood 1997. 49  4. Osgood and Schramm’s Model Osgood and Schramm’s Model of Communication To begin transmitting the message, the sender uses some kind of channel (also called a medium) that are either oral or written, but currently visual channels are becoming more common as technology expands. Common channels include the telephone and a variety of written forms such as memos, letters, and reports When immediate feedback is necessary, oral communication channels are more effective because any uncertainties can be cleared up on the spot. Mass Communication Process: Encoding & Decoding  Osgood and Schramm’s Model Osgood and Schramm’s Model of Communication In order to convey meaning, the sender must begin encoding, which means translating information into a message in the form of symbols that represent ideas or concepts. This process translates the ideas or concepts into the coded message that will be communicated. The symbols can take on numerous forms such as, languages, words, or gestures.  Osgood and Schramm’s Model Osgood and Schramm’s Model of Communication Feedback is the final link in the chain of the communication process. After receiving a message, the receiver responds in some way and signals that response to the sender. The signal may take the form of a spoken comment, a long sigh, a written message, a smile, or some other action. "Even a lack of response, is in a sense, a form of response"  5. Lazarfeld’s Model Opinion Source Message Mass Media Public Leader  Two step flow model  Mass media impacts were not as strong as previous views of communication suggested.  Interpersonal dynamics – opinion leaders – influence others. 55  6. Concentric Circle Model  1974 by Hiebert and friends  New model  Series of concentric circle with encoding source at the center.  Complete model – identifying elements in mass communication process. 57  Concentric Circle Model Effects Audience Filters Feedback Regulators Mass media Gate keepers codes contents connectors contents Contents Media distortions Media & noise Application 58 Transformation of ‘Mass’ Communication  Arrival of computers and switched two-way interactive technology …digitization  Internet  From one to one, … from many to many--almost infinitely  Rise of transactional media ( pay per bit)  Resistance of media piracy:swapping and downloading Nature of the Mass Communicator/Sender  Mass communication is produced in complex formal organizations  With multiple gatekeepers  Using a great deal of money  Increasingly in private sector institutions in the West  Existing to make a profit  In a highly competitive market, working to reduce risk by merging and oligopoly  Conclusions  Mass communication powerfully affects our life.  It influences our sense of who we are and want to be , our understanding of our own and other cultures etc.  Mass communication is a major source of information and entertainment.  It also presents to us with views of human being, events, issues and cultural life.  Today, mass communication shaped people’s not only in what we know, but what we think. 63 Summarize the most important points of today’s lecture.