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Joseph R. Dominick University of Georgia--Athens

Joseph R. Dominick University of Georgia--Athens. Part I. The Nature and History of Mass Communication. Chapter 1. Communication: Mass and Other Forms. Case Study - The Slammer The Communication Process Communication Settings Interpersonal Machine-Assisted

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Joseph R. Dominick University of Georgia--Athens

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  1. Joseph R. Dominick University of Georgia--Athens

  2. Part I The Nature and History of Mass Communication

  3. Chapter 1 Communication: Mass and Other Forms • Case Study - The Slammer • The Communication Process • Communication Settings • Interpersonal • Machine-Assisted • Definition of Mass Communication • Mass Communication • Traditional Mass Media Organizations • The Internet and Mass Communication • Future of Mass Media Segmentation Chapter Outline

  4. Case Study – The Slammer • Worm exploited Microsoft SQL Server • January 25, 2003 • Spread by random IP address generation • Forerunner of “Warhol Worm” • Demonstrates fragility of modern communications

  5. The Communication Process [Insert Figure 1-1 here] Figure 1-1: Elements of the Communication Process

  6. Source Message Encoding Channel Eight Elements of the Communication Process • Decoding • Receiver • Feedback • Noise

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

  8. Communication Settings • Interpersonal Communication • Individual or groups • Physical presence required • Encoding is a one-step process • Variety of channels • Messages hard for receiver to terminate

  9. Communication Settings • Interpersonal Communication(cont) • Little or no expense • Messages generally private • Message can pinpoint specific targets • Immediate feedback

  10. Communication Settings SOURCE  -- machine --  RECEIVER Machine-Assisted Communication

  11. Communication Settings • Machine-Assisted Communication • Source and receiver • May be individuals or groups • May be a machine such as ATM • Feedback • Immediate or delayed • May be impossible • Messages • Customizability varies • Private or public • Inexpensive to send

  12. Communication Settings • Machine-Assisted Communication • Encoding can be simple to complex • Source: thoughts  words or symbols • Machines: encode message for transmission • Channel options restricted • Decoding similar to encoding • Machines: electrical energy  light patterns • Receiver: words or symbols  thoughts

  13. Communication Settings Mass Communication . . . … occurs when a complex organization, with machine aid, produces and transmits public messages to large, heterogeneous andscattered audiences.

  14. Communication Settings • Mass Communication • Pre-Internet: Source is a structured organization • Internet: Source can be one person • Sender gets little audience information • Encoding a multi-stage process • Channel involves machines • Messages are public and impersonal • Effective feedback difficult

  15. Communication Settings • Mass communication audiences • Large • Heterogeneous • Geographically diversified • Individually anonymous • Self-defined

  16. Communication Settings [Insert Table 1-1 here] Table 1-1: Differences in Communication Settings

  17. Traditional Mass Media Organizations • Complex, formal organizations • Multiple gatekeepers • Need lots of money to operate • Exist to make a profit • Highly competitive

  18. Traditional Mass Media Organizations [Insert Table 1-2 here] Table 1-2: Global Media Giants

  19. The Internetand Mass Communication • Websites • Affordable and producible by individual • Bypass gatekeepers • Creativity reigns • Low start-up and maintenance costs • May or may not exist for profit • Audience competition not always factor

  20. The Internetand Mass Communication [Insert Figure 1-2 here] Figure 1-2: Traditional Mass Communication Model

  21. The Internetand Mass Communication [Insert Figure 1-3 here] Figure 1-3: Internet Mass Communication Model

  22. Future of Mass Media Segmentation • Audience lifestyles more fragmented • Individual segments can be large • Convergence: coming together • Corporate • Operational • Device • Disintermediation – eliminating the middleman

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