communications contexts communications 233. “communication” zcommunis – common zcommunicare...
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“Communication”
communis – commoncommunicare – to impart, sharecommicatus – past participle of communicare
Types of communication content
Cognitive Knowledge Opinion Attitude
Affective Feeling Emotion Sensory
Functions of the media
InformEntertainPersuadeProvide economic supportDevelop common basis of
experience
Mass communications is financed by
Private capital investmentAdvertisingSubscription, purchasesDecoder expendituresGovernment subsidy
Definition of mass communication
Mass communications is a process in which professional communicators use mechanical media
Definition of mass communication
Mass communications is a process in which professional communicators use mechanical media to disseminate messages widely, rapidly, and continuously to arouse intended meanings in large and diverse audiences in attempts to influence them in a variety of ways
Five distinct stages of mass communications:
Professional communicators formulate messages.
Messages are disseminated via mechanical (artificial) means
Messages reach large and diverse audiences.
Audience members interpret messages as they assign meanings.
Audience members are influenced.
Communicators
Large, unknown audience vs. known, small audience
Institutional communications vs. person (Leads to resistance to change.)
Heterogeneous audience produces content for “the wad”
Messages
Multi-channeled vs. singularity of channels
Multi-channeled produces more “affective” communication content
Issues surrounding accuracy
Feedback
Instant in personal, delayed in mass communications
Greater quantity in personal, less in mass communications
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