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The Dynamics of Mass Communication

The Dynamics of Mass Communication. Part 1 The Nature and History of Mass Communications. Chapter 1 Communication: Mass and Other Forms. Encoding Source Message Channel. Receiver Feedback Noise Decoding. 8 Elements of the Communication Process. The Communication Process.

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The Dynamics of Mass Communication

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  1. The Dynamics ofMass Communication

  2. Part 1 The Nature and History of Mass Communications

  3. Chapter 1 Communication: Mass and Other Forms

  4. Encoding Source Message Channel Receiver Feedback Noise Decoding 8 Elements of the Communication Process

  5. The Communication Process

  6. Communication Settings • Interpersonal Communication • Machine-Assisted Communication • Mass Communication

  7. Mass Communication . . . • is the process by which a complex agency produces and transmits public messages directed at large, heterogeneous and scattered audiences with the aid of machines.

  8. Mass Communication • Source acts within organizational roles • Internet: one person can be a mass source • Sender: little details about audiences • Encoding always a multi-stage process • Channel options more restricted • More than one machine in sending process

  9. Mass Communication (Continued) • Messages public; same sent to everyone • Message termination easiest here • Messages expensive to produce • Typically requires multiple decoding • Flow usually one-way--source to receiver • Feedback difficult to initiate

  10. A prime distinction between . . . mass communication and interpersonal or mechanical communication is that audiences members are: • large • heterogeneous • geographically diversified • largely anonymous to one another • almost always self-defined

  11. Mass Communication (traditional media)Defining Characteristics • complex, formal organizations • multiple gatekeepers • need lots of money to operate • exist to make a profit • highly competitive

  12. The Internetas Mass Communication • Brings publishing costs down to individual affordability • Web sites can be produced by individuals • Bypasses gatekeepers, editors; creativity reigns • Sites can have low start up and maintenance costs • Web sites may or may not exist for profit • Competition for audiences doesn’t play vital role here

  13. Mass Communication Media • Defining Mass Media • medium is singular • media is plural • Media fragmentation or segmentation • Mass Media Symbiosis • Disintermediation

  14. End of Chapter 1Communication:Mass and Other Forms

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