PENGENALAN KOMUNIKASI MASSA KOB 3201

1. PENGENALAN KOMUNIKASI MASSA KOB 3201 Dr. Rosya Izyanie Shamshudeen Jabatan Komunikasi Fakulti Bahasa Moden dan Komunikasi 03-89468789 rosya@fbmk.upm.edu.my

2. TOPIK KULIAH Unit 1 Pengenalan dan konsep komunikasi massa Unit 2 Sejarah dan perkembangan media massa Unit 3 Bentuk & struktur organisasi media Unit 4 Media cetak Unit 5 Media elektronik Unit 6 Orientasi industri media Unit 7 Fungsi, peranan dan kesan media massa dalam masyarakat Unit 8 Audien dan maklumbalas media massa Unit 9 Teori media massa Unit 10 Etika dan undang-undang media massa Unit 11 Kerjaya dalam industri media

3. Sinopsis Kursus kursus ini merangkumi konsep, sejarah dan teori media massa. Aplikasi teknologi komunikasi dalam media massa turut dibincangkan.

4. Tugasan, Ujian Pertengahan dan Peperiksaan Akhir • Tugasan 40% Tugasan 1 20% Tugasan 2 20% • Ujian pertengahan sem 20% • Peperiksaan akhir 40%

5. RUJUKAN • Baran, S. J., & Davis, D. K. (2006). Mass Communication theory: Foundation, ferment, and future. 4th ed. Belmont: Wadsworth • Biagy, S. (2009). Media/impact: An introduction to mass media. 9th ed. Belmont: Wadsworth • Dominick, J. R. (2008). The dynamics of mass communication. 10th ed. New York: McGraw Hill. • Werner, J. S. & James W. T. Jr. (2009). Communication Theories: Origins, Methods and uses in the mass media. 5th ed. Singapore: Pearson • Moores, S. (2005). Media/Theory: Thinking about media and communications. New York: Routledge.

6. 1: Pengenalan dan konsep komunikasi massa 2: Sejarah dan perkembangan media massa: Peringkat antarabangsa & Malaysia 3: Bentuk & struktur organisasi: Media cetak & media elektronik 7: Fungsi, peranan dan kesan media massa dlm masyarakat 8: Audien & maklumbalas media massa UNIT-UNIT

7. Peringatan!! Kesemua paparan slaid ini bertujuan membantu memberi fokus kepada pelajar terhadap aspek-aspek penting dalam kursus ini. Justeru, pelajar dinasihatkan membaca keseluruhan kandungan MODUL & BUKU TEKS bagi mendapatkan maklumat yang lebih terperinci.

8. Unit 1

9. Introduction and Concept of Mass Communication Basic concepts in mass communication Mass communication model INTRO TO UNIT 1

10. COMMUNICATION • Communication Defined • Types of Communication • Elements of Communication

11. COMMUNICATION • What is communication? • “Communication is the act of sending messages, ideas and opinions from one person to another” (Biagi, 2011, p. 8). • “Communication refers to people interacting in ways that at least one of the parties involved understands as messages” (Turow, 2010). • Messages might be entertainment, information, or persuasion; they might be verbal or visual, intentional or unintentional.

12. TYPES OF COMMUNICATION • Intrapersonal communication • Interpersonal communication • Group communication • Public communication • Mass communication

13. Intrapersonal communication • An exchange of information we have with ourselves • Typing into a computer is electronically mediated intrapersonal communication.

14. Interpersonal communication • Involves exchanges in which two or more people take part, but the term is usually reserved for situations in which just two people are communication. • It involves both verbal and nonverbal signs. What is mediated interpersonal comm?

15. MEDIATED INTERPERSONAL COMMUNICATION What is mediated interpersonal communication? • It is the sharing of personal messages that is assisted by a device (e.g.: computer, telephone). • Mediated interpersonal communication does not involve face-to-face contact. • When you send an email to your lecturer, or call a friend on the phone, you are participating in the mediated form of interpersonal comm.

16. Group Communication • Three or more people communicate with one another. • Communication among members of a team or a collective about topics such as goals, strategies and conflict (Griffin, 2011, p. 7). • Not all communication that takes place in a group setting is included.

17. Public communication • Involves one person who speaks to a large number of people • “Communication in which one person gives a speech to other people, most often in a public setting. This speech has predetermined goal and is about a topic that affects a larger community” (Griffin, 2011, p. 7).

18. ELEMENTS OF COMMUNICATION • Source • Encoder • Channel • Decoder • Receiver • Feedback SOURCE MESSAGE CHANNEL RECEIVER SMCR model by Wilbur Schramm (1982)

19. ELEMENTS OF COMMUNICATION • Source is the originator of the message • The source may be a person, several people or organization. • Encoding is the process by which the source translates the thoughts and ideas so that they can be perceived by the human senses-these are primarily sight and sound, but may also include smell, taste and touch. • Channels are the ways the message travels to the receiver. • Sound waves carry spoken words; light waves carry visual messages. • Decoding is the reverse of the encoding process-it is the process by which the receiver translates the source’s thoughts and ideas so that they have meaning.

20. ELEMENTS OF COMMUNICATION • Receiveris the person or organization that gets the message. • Feedback occurs when the receiver responds to the message with what the sender perceives as a message. • Noise is an environmental, mechanical, and semantic sound in the communication situation that interferes with the delivery of the message. • Environmental noise refers to sources of noise that are external to the communication process. Some environmental noise might be out of the communicator’s control. • Mechanical noise occurs when there is a problem with a machine that is being used to assist communication. • Semantic noise occurs when different people have different meanings for different words and phrases.

21. MASS COMMUNICATION • Mass communication defined • Elements of Mass Communication

22. Basic concepts of mass communication What is mass communication? • “Mass communication is communication from one person or group of persons through a transmitting device (a medium) to large audiences or markets” (Biagi, 2001, p. 2). What is mass media? • The technological vehicles through which mass communication takes place (Turow, 2010) • newspapers, magazines, television, radio, film and Internet.

23. ELEMENTS OF MASS COMMUNICATION SOURCE The source in the traditional mass communication situation was typically a group of individuals who acted in predetermined roles in an organizational setting. Encoding in mass comm is always a multistage process. ENCODING/SENDING DECODING/RECEIVING Messages in mass communication are public. RECEIVER One of the prime distinguishing characteristics of mass communication is the audience. NOISE Noise can be semantic, environmental, or mechanical.

24. ELEMENTS OF MASS COMMUNICATION • Message • TV commercials • Newspaper and magazine ads • website • Channel • Cable television network • Newspapers • Magazine • The Web Receiver Millions of people • Source • A media organization • TV network news division

25. ENCODING/SENDING • A film producer has an idea. He/she explains it to a screenwriter. The writer goes off and produces a script. The script goes off to a director, who translates it for the camera. Cinematographers capture the scene on film. The raw film goes to an editor, who splices together the final version. The film is copied and sent to motion picture theaters, where a projector displays it on the screen, where the audience watches it

26. RECEIVER • Audience is the main distinguishing elements of mass communication. • There are 5 factors that distinguish audience (receiver) from the receiver of interpersonal comm: • The mass comm audience is a large one, sometimes numbering in the millions of people. • The audience is heterogenous – it is made up of dissimilar groups who may differ in age, intelligence, political beliefs, ethnic backgrounds, etc. • The audience is spread out over a wide geographic area; source and receiver are not in each other’s immediate physical presence. • The audience members anonymous to one another. • The audience in mass comm is self-defined.

27. DISCUSSION • What is the similarities and differences of mass communication from other forms of communication?

28. FROM COMMUNICATION TO MASS COMMUNICATION SIMILARITIES: Mass communication take place through media. The channels used in mediated forms of interpersonal, group, organizational and public communication are sometimes similar to those used in mass communication. • Small groups can come together in virtual chat rooms that are connected by wired networks • Organizations can connect far employees via video conference facilities. • Lecturer who deliver public lectures can record them for projection from a computer server to different classes at different times.

29. FROM COMMUNICATION TO MASS COMMUNICATION • Mass comm using the same terms of source, encoder, channel, decoder, receiver, feedback and noise. But, there are differences relate to the source of the message – the way feedback takes place.

30. FROM COMMUNICATION TO MASS COMMUNICATION DIFFERENCES: Differences in the source • In the forms of communication, individuals are the source of the message. In mass comm, by contrast, complex organizations, often companies, take responsibility for the activity. The source is an organization such as a company, not a single person.

31. FROM COMMUNICATION TO MASS COMMUNICATION Differences in feedback The differences can be discussed in two ways: • Whether it is immediate or delayed • Whether or not it goes directly to the initial message creator or someone else

32. FROM COMMUNICATION TO MASS COMMUNICATION • In other types of communication, feedback from the people receiving the message goes directly to the source (the individual who created the message), either immediately or delayed. • Immediate – e.g.: the clapping of an audience in response to a speaker • Delayed – e.g.:your e-mail in response to your friend;s email

33. FROM COMMUNICATION TO MASS COMMUNICATION • In mass comm, though, feedback from all the receivers is often impossible because of the number of people involved. Think of the millions of people watching a TV program.

34. FROM COMMUNICATION TO MASS COMMUNICATION Mass Communication • Mediated messages transmitted to large, usually widespread audiences. • Mass communication has potential for far greater impact than interpersonal communication.

35. Feedback is restricted in most forms of mass communication. • In mass communication there is little or no feedback from individual audience members to the sender of messages. • Sponsors, editors, producers, reporters, and media executives are gatekeepers who determine what messages will be delivered, how they will be constructed and when they will be delivered.

36. Unit 2

37. Perkembangan & sejarah media massa: Peringkat antarabangsa & Malaysia “Memberi pengenalan ringkas pelbagai penciptaan peralatan teknologi komunikasi yang berlaku di peringkat antarabangsa dan perkembangannya di Malaysia INTRO TO UNIT 2

38. Perkembangan & sejarah media massa: Peringkat antarabangsa & Malaysia Kronologi ringkas penciptaan & perkembangan medium media cetak antarabangsa Kronologi ringkas penciptaan & perkembangan medium media elektronik antarabangsa Kronologi ringkas penciptaan & perkembangan medium multimedia antarabangsa UNIT 2

39. Perkembangan & sejarah media massa: Peringkat antarabangsa & Malaysia Kronologi ringkas penciptaan & perkembangan medium media cetak Malaysia Kronologi ringkas penciptaan & perkembangan medium media elektronik Malaysia Kronologi ringkas penciptaan & perkembangan medium multimedia Malaysia UNIT 2 (sambungan)

40. Tiga (3) kategori utamamedia massa • Media cetak • Media elektronik • Setiap satu media di atas umumnya terbahagi kepada beberapa dimensi yang lain yg akan diperincikan pada slaid-slaid seterusnya…

41. Perincian Media Cetak • Media cetak: • Buku • Majalah • Akhbar • Rujuk kepada modul anda bagi mengetahui sejarah ringkas perkembangan setiap sub-kategori media cetak yg diperincikan di atas.

42. Perincian Media Elektronik • Media elektronik: • Radio • Televisyen • Rujuk kepada modul anda bagi mengetahui sejarah ringkas perkembangan setiap sub-kategori media elektronik yg diperincikan di atas.

43. Kesimpulan Unit 2 • Media massa terbahagi kpd 3 kategori utama. • Setiap perkembangan & penciptaan teknologi media massa ialah hasil usaha dan sumbangan pelbagai pihak. • Setiap sub-kategori media massa bermula di tahap elit kecuali FILEM (yg bermula di tahap massa). • Tahap-tahap ini akan diperincikan pada Unit 4.

44. Unit 3

45. Bentuk & struktur organisasi: Media cetak & media elektronik “Memperkenalkan fungsi media di Malaysia, dan… Konsep media takrifan Malaysia” INTRO TO UNIT 3

46. Antara Fungsi-fungsi Teras Media Massa di Malaysia: • Memperkukuhkan perpaduan nasional • Menjaya & membangunkan aspirasi negara • Memenuhi keperluan semua ahli masyarakat

47. Faktor-faktor yg Mempengaruhi Operasi Media Massa di Malaysia: • Sejarah negara • Dasar-dasar Kerajaan (dahulu, semasa, masa depan) • Pembangunan ekonomi • Sistem perundangan (legal system)

48. Fungsi & Konsep Media Takrifan Malaysia: • Media massa dianggap sebagai sebuah institusi • Mempunyai peranan penting dlm masyarakat • Fungsi itu perlu relevan dgn keperluan negara • Berpegang kpd Teori Tanggungjawab Sosial • “Media perlu diberikan kebebasan – tetapi mesti dengan tanggungjawab”.

49. Kesimpulan Unit 3: • Setiap negara memiliki operasi sistem media yang berbeza dan unik berbanding negara lain – meskipun mengamalkan teori media yang sama. • Teori-teori media ini akan diperincikan dlm Unit 5. • Perbezaan & keunikan ini berlaku kerana setiap negara memiliki sejarah negara, dasar-dasar kerajaan, pembangunan ekonomi, dan sistem perundangan yang tersendiri.

50. Unit 7