1 / 23

The Dynamics of Mass Communication

The Dynamics of Mass Communication. Seventh Edition. Joseph R. Dominick. 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.

ryder
Download Presentation

The Dynamics of Mass Communication

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  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. Interpersonal Communication • Source can be an individual or group • Receiver can be an individual or group • Encoding is usually a one-step process • Variety of channels usually available • Messages hard for receiver to terminate

  8. Interpersonal (Continued) • Produced at little or no expense • Messages are generally private • Message can pinpoint specific targets • Feedback is immediate

  9. Machine-Assisted Communication • Source may be an individual or group • May or may not be easy to identify • Source may or may not have first-hand knowledge of the receiver • Encoding can be simple to complex • Two encoding stages: • 1. source translates thoughts into symbols • 2. encodes message for transmission/storage

  10. Machine-Assisted (Continued) • Encoding may require several stages • Two encoding stages: • 1. source translates thoughts into symbols • 2. encodes message for transmission/storage • Channel options more restricted than interpersonal communication • Variety of channels usually available

  11. Machine-Assisted (Continued) • Machine-assisted messages have at least one machine between source and receiver • Message customizability varies • Messages can be both private or public • Messages relatively inexpensive to send • Ease of ending communication varies due to “psychological distance”

  12. Machine-Assisted (Continued) • Decoding may require one or more stages • Receiver may be an individual or group; may or may not be easy to identify • Receivers can be selected for a message or they can self-select themselves • Feedback can be immediate or delayed (but never as abundant as interpersonal)

  13. Machine-Assisted (Continued) • Noise can be • Semantic • Environmental • and/or mechanical • Use of mechanical-assisted interpersonal communication will continue to grow

  14. 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.

  15. 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

  16. 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

  17. 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

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

  19. Schramm-adapted Model for Studying Mass Communication

  20. 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

  21. An Internet Modelof Mass Communication

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

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

More Related