Mass Communication

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Mass Communication

• Potentially, the most influential form of human
  communication

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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

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• Q. How do mass communicators differ from other
  types of communicators?
• They cannot see their audience.

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Components of mass communication

• The five ms of mass communication
• Mass communicators
• Mass messages
• Mass media
• Mass communication
• Mass audiences

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the heart of mass communication is
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The messages themselves!
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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.

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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

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Cue for test

• Remember that the recipient internalizes the
  message.

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Narrative model

• Harold Lasswell
• Who says what?
• In which channel?
• To whom?
• With what effect?

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Concentric circle model
effects
filters
Mass media
audiences
regulators
gatekeepers codes
communicators
codes
gatekeepers
communicators
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Concentric circle model

• Effects
• Audiences
• Filters
• Regulators
• Mass media
• Gatekeepers
• Codes
• Communicators

Misses many complexities
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Q. What is the message in a communication model?

• A. The representation of the thought.

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Mysterious process

• Millions spent in advertising and promotions
• Need to know all there is about the process

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Fundamentals in the process

• Stimulation
• source
• Encoding
• Put thoughts into symbols
• Transmission
• The channel, media

• Decoding
• Receiver/transmitter
• Internalization
• Understanding the message

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Players in the process

• Gatekeepers
• News producers
• Regulators
• FCC, PMRC
• Hybrids
• gatekeeper-regulator hybrids
• NAB, SPJ

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Impediments to communication

• Noise
• Semantic--sloppy messages
• Channel--static
• Environmental--noise at reception site

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• Q. What is the mass communicators best antidote
  against noise?
• A. Repetition

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Filters

• Informational filters
• Audience doesnt understand us
• Physical filters
• Receivers mind is clouded
• Psychological filters
• Receivers bias selective perception

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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.

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• Q. When mass communicators choose to communicate
  about something, that thing has.
• A.?????

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• Q. Why would you want Boomer Esiason to campaign
  for your cause?
• A. ?????????