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Mass Communication. Potentially, the most influential form of human communication. Types of communication. Intra personal When we talk to ourselves Inter personal When we talk to another Group When we give a speech to a group Mass communication-- an unseen audience.
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Mass Communication Potentially, the most influential form of human communication
Types of communication • Intrapersonal • When we talk to ourselves • Interpersonal • When we talk to another • Group • When we give a speech to a group • Mass communication--an unseen audience
Q. How do mass communicators differ from other types of communicators? • They cannot see their audience.
Components of mass communication • The five m’s of mass communication: • Mass communicators • Mass messages • Mass media • Mass communication • Mass audiences
Mass communication? Or mass communications? • 1. Communication refers to the process • 2. There is a double encoding and double decoding. • 3. Mass communications refers to a thing.
Communication models • Shannon and Weaver • 1. Decision to communicate • 2. Encoding • 3. Transmission through Medium (channel) double encoding/decoding • 4. Reception • 5. Decoding 6. Internalization
Cue for test: • Remember that the recipient internalizes the message.
Narrative model • Harold Lasswell: • Who says what? • In which channel? • To whom? • With what effect?
Concentric circle model effects filters Mass media audiences regulators gatekeepers codes communicators codes gatekeepers communicators
Concentric circle model • Effects • Audiences • Filters • Regulators • Mass media • Gatekeepers • Codes • Communicators Misses many complexities
Q. What is the message in a communication model? A. The representation of the thought.
Mysterious process • Millions spent in advertising and promotions • Need to know all there is about the process
Stimulation source Encoding Put thoughts into symbols Transmission The channel, media Decoding Receiver/transmitter Internalization Understanding the message Fundamentals in the process
Players in the process • Gatekeepers • News producers • Regulators • FCC, PMRC • Hybrids • “gatekeeper-regulator hybrids” • NAB, SPJ
Impediments to communication • Noise • Semantic--sloppy messages • Channel--static • Environmental--noise at reception site
Q. What is the mass communicator’s best antidote against noise? • A. Repetition
Filters • Informational filters • Audience doesn’t understand us • Physical filters • Receiver’s mind is clouded; • Psychological filters • Receiver’s bias; selective perception
Results of mass communication • Feedback • Q. How do mass communicators get it? • A. Indirectly. • Effects • Q. Greatest influence of mass media? • A. When it moves people to action.
Q. When mass communicators choose to communicate about something, that “thing” has…. • A.?????
Q. Why would you want Boomer Esiason to campaign for your cause? • A. ?????????