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Understanding Mass Communication and Media Dynamics

Discover the intricacies of mass communication, from its history to modern mediums like the Internet. Learn about encoding, decoding, feedback, noise, and the key differences with interpersonal communication. Explore the impact of technology, organizational roles, and audience dynamics in the communication process.

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Understanding Mass Communication and Media Dynamics

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  1. The Dynamics ofMass Communication SeventhEdition Joseph R. Dominick

  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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