Intro to Mass Comm

Lecture 1 & 2: Introduction

Benjamin Loh

CHECKLIST Should be able to:

Explain a simple model of communication and its components

Distinguish between interpersonal and mass communication

Explain how the Internet / WWW is blurring the distinctions between traditional models of mass communication and communication in general

WHAT IS COMMUNICATION?

Sharing of info, idea, attitude, etc. try to set up something in common with others (Schramm, 1954)

Process of creating shared meaning (Baran).

COMMUNICATION AT VARIOUS LEVELS / TYPES

Interpersonal

Group

Organisational

Intrapersonal

COMMUNICATION AT VARIOUS LEVELS / TYPES

Mass

Machine- / Technology-assisted

COMMON POINTSABOUT COMMUNICATION

Communication happens at different levels

But still share some common points… - what is communication?

Can look at communication in different ways (models)

LASSWELL MODEL (1948)

Process of communication can be analysed by answering 5 questions: Who? (sender) says what? (message) on which channel? (method) To whom? (audience) With what effect? (effect on audience)

MODEL OF COMMUNICATION PROCESS

Various models, but common points: Sender / Source: encoding (e.g., words,

sentences) Receiver: decoding & interpreting Message Channel Noise (interference) Feedback (later models, sometimes)

Osgood & Schramm’s

Model of Communication

Endless!

What is mass communication?

Communication to the masses Communication = transferring of

ideas and information or meaning between two parties

Hence, mass communication transferring of messages / ideas / etc.

via a mass medium (transmitting device)

COMMUNICATION PROCESS

SENDER RECEIVERMessage Via

CHANNEL

FEEDBACK

NOISE

NOISE

SENDER: puts the message (involves some encoding)

Message is delivered via CHANNEL RECEIVER : decodes & interprets

message FEEDBACK: response sent back to

Sender after processing of message; may change subsequent messages from Source

Feedback

Receivers process message & send a response back to sender (source)

Could be immediate or delayed

Noise / Interference

Channel noise: in transmission of message e.g., faulty microphone, transmission static, smudge

Source: Vivian (p. 23)

Noise / Interference (cont’d) Environmental noise: interferes

with decoding process e.g., kids shouting while watching

news, doorbell while reading article

Semantic noise: problems in crafting message e.g., sloppy wording, jargon, language Source: Vivian (p. 23)

Noise / Interference (cont’d)

Physiological – e.g., memory, hearing loss

Psychological – e.g., audience’s selectivity in Attention Retention Perception

How do we communicate?

Verbal Non-verbal (e.g., body language,

etc)

Mass communication “the process by which a complex

organisation with the aid of one or more machines produces and transmits public messages that are directed at large, heterogenous, and scattered audiences” (Dominick, 2005). audience : different interests & backgrounds

need skills in construction of effective message (Vivian).

Schramm’s Model Of Mass Communication

Media channels

COMPARISONMASS INTERPERSONA

L

Source Many sources for each message

Indiv / grp; role can reverse

Receiver / audience

Diverse, large, don’t know one another

Indiv / grp; role can reverse

Message standard Can be adjusted, private

Feedback Delayed FastTermination Fast More difficult

Other types of communication

Group & team communication: interaction of people in small groups, usually in decision-making settings

Organizational communication: occurs in complex organizations (e.g., large businesses, govt) where there is some formal hierarchy

Source: Baran

Intrapersonal communication Communication with ourselves, or

self-talk – precedes our speaking or acting.

We are both sender and receiver. Our thought and feelings constitute

the message. Our brain acts as channel by

processing thoughts and feelings. Source: Baran

Interpersonal communication

Communication between people, usually in face-to-face, private settings.

Can also occur if they are physically separated but emotionally connected (e.g., friends talking on phone).

Source: Baran

Public communication

Public speaking, concerts, theatre and public debates.

Commonly related to public speech.

Normally, a large number of people are involved in the audience.

Source: Baran

Organizational communication Occurs in large cooperative networks and

includes virtually all aspects of both interpersonal and group communication.

Encompasses topics such as the structure and function of organizations, human relations, communication and the process of organizing and organizational culture.

Source: Baran

Intercultural communication

The process that occurs when members of two or more cultures exchange messages in a manner that is influenced by their different cultural perceptions and symbol systems.

Source: Baran

Mass communication Industry Print

books, newspapers, magazines Broadcast

radio, tv, cable, satellite Film & music Internet Advertising

$$$ support industry

Errors in communication

Common… but even more serious now that we

are highly dependent on machine & technology / automated forms of communication e.g., spam filters legitimate e-mail machine breakdown / malfunction Data entry error – MyKad, etc