1st lecture- final one(1)

8/12/2019 1st Lecture- Final One(1)

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CHAPTER OUTLINE

The Communication Process

Communication Settings

Traditional Media Organizations

The Internet And Mass Communication

Models For Studying MassCommunication

Modern Mass Media: Emerging Trends


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CMNS-130C.A. Murray

The Definition ofCommunication

From Latin Communicare

Verb: to share, impart, to makemeaning common

To give or receive information,signals, messages in any way

Using talk, gestures, writing orother means

a meaningful exchange of

information


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Origins of Communication

Part of human search to transcendtime and space

One of the oldest of humanpractices: Essential for social survival, economic organization

Formal study rooted in classical politics from timesof Ancient Greece and Rome under a different title:rhetoric, literary criticism, persuasion (humanities)

Development of the study of Mass Communicationallied with rise of social sciences and massmarketing WW2


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Definition of communication:

Theprocessof creating and exchangingmeaningthrough symbolicinteraction.

As a process communication constantly movesand changes. It does not stand still.

Meaning involves thoughts, ideas, andunderstandingsshared by communicators.

Symbolic means that we rely on wordsandnonverbalbehaviors to communicate meaningand feelings.


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Sender

Channel

Receiver

Feedback

Channel

Encoding

Decoding

MessageNoise

Barrier


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THE COMMUNICATION

PROCESS

Figure 1-1:Elements o f the Comm unicat ion Process


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Mr. Manoj

P.A. System

Students at

College

AB asks if tripping someone counts as

bullying.

Air, face to face

I need students to know that they

cannot bully each other.

I wonder if that includes

tripping someone for fun

Bullying is unacceptable

behavior. You will be punished

for bullying.

Squealing sound

from

system.

Being in athletics

and not hearing

announcements.


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Transmitting the Message

Source

Encoding

Message

Channels


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Receiving the Message

Decoding

Receiver

Feedback

Noise


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COMMUNICATION

SETTINGS We will consider three different

communication settings


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Interpersonal Communication

Individual or groups

Physical presence required

Encoding is a one-step process

Variety of channels

Messages hard for receiver to terminate

Little or no expense

Messages generally private

Messages can pinpoint specific targets

Immediate feedback


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Machine-Assisted

Interpersonal Communication(1 of 3)SOURCE

-- machine --

RECEIVER


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Machine-Assisted

Interpersonal Communication(2 of 3) Source and receiver

May be individuals or groups; may be machine

Feedback Immediate or delayed; may be impossible

Messages Customizability varies

Private or public Inexpensive to send


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Machine-Assisted

Interpersonal Communication(3 of 3) Encoding can be simple to complex

Source: thoughtswords or symbols

Machines: encode messages for transmission Channel options restricted

Decoding similar to encoding

Machines: electrical energylight patterns

Receiver: words or symbolsthoughts


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Five Principles of

Communication Communication is transactionalbecause it

involves an exchange.

If I go to the store to get a coke, I exchangemoney to the cashier for the coke. I give

something and get something in return.

Communication is the same you have to give

and receive for communication to happen.


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Five Principles of

Communication Communication is complexfor several reasons.

It is interactivebecause many processes are involved.

It is symbolicbecause symbols are open to interpretation.

It ispersonal & culturalbecause a persons culture can add a newor different meaning to a phrase or gesture.

It is irreversiblebecause once a message is sent, it cannot be takenback.

It is circularbecause it involves both original messages andfeedback which is necessary to confirm communication.

It ispurposefulbecause there is always a reason behind a messageand it helps meet our needs.

It is impossible to duplicatebecause each interaction is unique.


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Five Principles of

Communication Communication is continuousbecause it

continues to impact and influence future

interactions and shape our relationships.Have you ever gotten off to a wrong start with

someone? Has it taken a lot of time to perhapsovercome someones negative opinion of you?

Has someone ever said something to you thathurt your feelings and youve alwaysremembered it and think about it when you seethat person?


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Five Principles of

Communication Communication skills can be learned

because they can always be improved.

You may need to work on speaking skills,written communication, listening, relationship

skills theres always room for improvement!


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Five Levels of Communication

Intrapersonal Communicationis communication thatoccurs in your own mind. It is self-talk which arethe inner speech or mental conversations that we

carry on with ourselves. It is the basis of yourfeelings, biases, prejudices, and beliefs. Examples are when you make any kind of decisionwhat to

eat or wear. When you think about somethingwhat youwant to do on the weekend or when you think about another

person.

You can also communicate with yourself when you dream atnight.


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Interpersonalcommunication is the communication

between two people but can involve more in

informal conversations. Through this kind ofcommunication we maintain relationships.

Examples are when you are talking to your friends. A

teacher and student discussing an assignment. A patient and

a doctor discussing a treatment. A manager and a potential

employee during an interview. Any one on one or informalcommunication.


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Small Groupcommunication is communication

within formal or informal groups or teams. It is

group interaction that results in decision making,problem solving and discussion within an

organization.

Examples would be a group planning a surprise birthday

party for someone. A team working together on a project. A

focus group discussing the pros and cons of a new product.

A group therapy session.


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One-to-groupcommunication involves a

speaker who seeks to inform, persuade or

motivate an audience.Examples are a teacher and a class of students.

A preacher and a congregation. A speaker and

an assembly of people in the auditorium.


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Masscommunication is the electronic or print

transmission of messages to the general public.

Outlets called mass mediainclude things like radio,television, film, and printed materials designed to

reach large audiences.

A television commercial. A magazine article. Hearing a

song on the radio. Books, Newspapers, Billboards. The key

is that you are reaching a large amount of people without it

being face to face. Feedback is generally delayed with mass

communication.


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Mass Communication

Communication from one person,group or institution through a

transmission system or medium tolarge audiences or markets

Fromone( or few) to many

Implies concept of gatekeeper: controller oftransmission/message design

Implies concept of effectiveness and efficiency: ismessaging achieving what it intended?


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Mass Communication (1 of 3)

Occurs when a complex organization,

with machine aid, produces and

transmits public messagesto large,heterogeneous, scatteredaudiences.


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CMNS-130C.A. Murray

Characteristics of Mass

Communication1. Message produced in complex organizations2. Message fixed in some form with information

and symbolic content ( either in digital bits orcommodity form)

3. Message is sent/transmitted or diffused widelyvia a technological mediumNewspaper, magazine, CD or videocassette, radio,television, satellite or Internet

4. Message is delivered rapidly over great space5. Message reaches large groupsof different people

simultaneouslyor within a short period of time6. Message is primarily one-way,not two way


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CMNS-130C.A. Murray

Nature of the Mass

Communicator/Sender Mass communication is produced in

complex formal organizations With multiple gatekeepers

Using a great deal of money Increasingly in private sector

institutions in the West Existing to make a profit

In a highly competitive market,working to reduce risk by mergingand oligopoly


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Pre-Internet: Source is structured

organization

Internet: Source can be one person Sender gets little audience information

Encoding is a multi-stage process

Messages are public and impersonal Effective feedback difficult


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Mass Communication Audiences

Large

Heterogeneous

Geographically dispersed

Individually anonymous

Self-selected


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Defining Mass Media

Medium is channel through which message

travels from source to receiver

Medium is singular; Media is plural Mass media are channels for mass

communication, and the institutions that

transmit the messages

Media vehicle: single component of massmedia; newspaper, radio station, magazine


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TRADITIONAL MEDIA

ORGANIZATIONS Traditional mass communicators share

some common characteristics


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Formal Organizational

Structure Mass media typically have well-defined

organizational structure.

Generally involves specialization anddivision of labor.

Generally a bureaucracy

Channels of communication withorganization are generally formal.


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Many Gatekeepers

Gatekeeper: Any person/group

controlling what material eventually

reaches the public. More complex organizations = more

gatekeepers.


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Large Operating Expenses

Costs millions of dollars to buy and

maintain a mass media organization.

Current trend: consolidation of mediaownership.

Time Warner, Walt Disney Company,

Sony, News Corporation, Vivendi,Comcast, Bertelsmann


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Competition for Profits

Most media organizations in US exist to

make a profit.

Profit usually made by selling audiencesto advertisers

Media organizations compete to attract

audiences


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THE INTERNET AND MASS

COMMUNICATION Websites:

Affordable, can be produced by individual

Bypass gatekeepers

Creativity reigns

Low start-up and maintenance costs

Audience competition not always a factor


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An Internet Model of Mass Communication(1 of 2)

Figure 1-3


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An Internet Model of Mass

Communication(2 of 2)

A new arrangement, allowing multiple levels

of communication

One to one (email) One to many (CNN.com)

Few to few (chatrooms, blogs)

Many to many (eBay)

Audience competition not always a factor

Messages not linear; content provided by

organizations and users.


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MODERN MASS MEDIA:

EMERGING TRENDS As media continue to evolve, several

trends have become apparent

A di S t ti Th


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Audience Segmentation: The

End of Mass Communication

as We Know it?

Mass communication: Less mass, more

selective.

Audience fractionalization or segmentation

Reduced audience for any single media vehicle

Definition of mass communication still applies;

audiences still large, organizations still complex Specialization is evident, but potential to reach

mass audience still exists


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Increased Audience Control

Audience members can control what they seeand hear, and when.

Technological advances (VCR, DVR, VOD)give more power to consumer.

More sources of information, including blogs

More flexibility in consuming products

(download single track vs. buy full album)


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Multiple Platforms

A strategy making content available via anumber of different delivery methods to anumber of different receiving devices.

Example: Music videos started on cable/satellitenetworks, went to websites, to iPods, to cellphones.

Television content, newspaper content, magazine

content, all are repackaged for multiple devices.


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User-Generated Content

User-generated content (peer

production): people share and

collaborate on content. YouTube, MySpace, Flickr, Wikipedia

Reflects Web 2.0

Web 2.0 = communities, people, uploading Web 1.0 = companies, pages, downloading


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Mobile Media

Small screen devices allow media tobecome increasingly mobile

PDAs Cell phones

Laptop computers

iPods

Significant milestone in development ofcommunication


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Competent Communicators are

Ethical- This means that a communicatorfollows the morals and codes of conduct

within a society. It is how a person behavesand how they treat others.

They are honestand truthful.

They keep confidencesand are cautious about

spreading gossip.They consider the needs, rights, and feelingsof

other people.


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Responsible - This means that they takeresponsibility for their own communication choicesand behavior.

They are informedand are able to support what they saywith facts and examples that are true.

They are logicalwith developed reasoning skills and theability to draw conclusions and reach decisions.

They are accountabletaking responsibility for their

information, decisions and actions.

They are reliablewhich means they can be trusted to keeptheir word even if a decision may not benefit them.


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Accessible- They tend to value positive

relationships with peers, supervisors, and

clients. They are open and approachable.They are seen as caring, likable, and

pleasant to be around.


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7 Trends in


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7 Trends inCommunication

1. Compression of space and time

Larger and larger territories covered: networks of networksemerging (www)

Mobile, wireless untethered access: ubiquity

Communication across borders virtually instantaneously

2. Commodification Spread of private and not public enterprise, interpenetration of

marketing, consumption and media

Widespread ideology of consumption/consumer sovereignty

3. Deregulation and Concentration and Conglomeration Withdrawal of public sector, less regulation, more role formarket

Trend to mergers and acquisitions

Multi media holdings


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