Mass Communication

1
Mass Communication

• Chapter 15

2
Types of Communication

• Intrapersonal
• Interpersonal - dyadic
• Group Communication
• Mass Communication

3
Laswells Narrative Model

• Who says what?
• In which channel? (medium)
• To whom?
• With what effect?

4
Basic Model 5 step process

• Stimulation that results in a thought
• Encoding the thought into a message
• Transmission of the Message
• Decoding the message by a recipient
• Internalization of the message by recipient

5
Important quote (p. 365)

• the source and the receiver must have enough in
  common for communication to occur. This common
  experience is called homophyly.
• the encoder must know the audience well enough
  to shape messages that can be decoded accurately
  and with the intended effect.

6
Gatekeepers Regulators

• Any media person who can stop or alter a message
  en route to the audience is a gatekeeper.
  (p.366)
• Nonmedia people and institutions that try to
  influence mass-communicated messagesare
  regulators. (p. 366) FCC, FTC, local cable
  councils.
• Hybrids NAB, SPJ

7
Noise (see examples on p. 367)

• Semantic noise sloppy writing
• Channel noise static, smeared ink, noisy
  microphone, grainy pictures
• Environmental noise child crying, phone
  ringing, doorbell, TV in a waiting room, someone
  talking on a cell phone

8
Filters

• Informational vocabulary, knowledge
• Physical fatigue, drinking, sore eyes
• Psychological personal experience, attitudes

9
Other Issues

• Status conferral (media amplification)
• Boomer, Gunnar, cystic fibrosis
• Guess Whos Coming to Dinner
• Clarke Gable and no undershirt
• Lack of Feedback traditional media
• Internet is interaction
• Multimedia CD-ROMs are interactive