COM31305 Mass Communication Weeks 1-5 Flashcards - Quiz Revision

Vocabulary practice flashcards covering fundamental communication types, models, functions, media-effect theories, and the history of Malaysian print, broadcast, and film media.

Intrapersonal Communication

Communication with yourself, where you act as both the sender and receiver.

Interpersonal Communication

Direct, two-way interaction between two or more people.

Mass Communication

Sending information through mass media to a large, diverse audience.

Four Types of Communication

Intrapersonal, interpersonal, technology-assisted, and mass communication.

Four Purposes of Mass Communication

To inform, persuade, amuse, and educate.

Lasswell Communication Model

A linear, one-way communication model formulated as: Who -> Says What -> Channel -> To Whom -> With What Effect.

Osgood-Schramm Model

A circular, two-way communication model involving encoding, decoding, and interpreting.

Encoder

The entity or person that sends the message in the communication process.

Decoder

The entity or person that receives the message in the communication process.

Interpreter

The entity or person that processes and understands the message before replying.

Shannon-Weaver Model

A communication model characterized by noise or interference that may distort or disrupt communication.

Environmental/Physical Noise

External factors that disrupt communication, such as loud sounds or unreadable text.

Semantic Noise

Confusion caused by words or phrases being misunderstood or misinterpreted.

Macroanalysis

Examining how mass media functions for society as a whole.

Microanalysis

Examining how individuals use media to satisfy personal needs.

Five Macro Functions of Mass Media

Surveillance, interpretation, linkage, transmission of values, and entertainment.

Surveillance Function

The media's role in providing important information about the world.

Warning/Beware Surveillance

A form of surveillance where the media warns the public about immediate or long-term threats, such as weather alerts, war/geopolitical news, and health crises.

Instrumental Surveillance

A form of surveillance where the media provides practical, useful information for everyday life, such as traffic reports, sports scores, stock prices, movie listings, and lifestyle news.

Interpretation Function

A macro function where the media gives meaning and significance to events and explains their importance.

Linkage Function

A macro function where the media connects parts of society that are not directly connected via geographic bridges, interest bridges, and sales/advertising.

Transmission of Values (Socialisation)

A macro function where the media acts as a teacher, shaping values, behaviour, and ideas of what is normal.

Uses-and-Gratifications Categories

Five categories describing how individuals use media: cognition, diversion, social utility, affiliation, and expression.

Cognition

Using media to gain knowledge or understand the world within the Uses-and-Gratifications approach.

Diversion

Using media to escape boredom or routine within the Uses-and-Gratifications approach.

Social Utility

Using media as a tool for social interaction and conversation within the Uses-and-Gratifications approach.

Affiliation

Using media to gain a sense of belonging or companionship within the Uses-and-Gratifications approach.

Expression

Using media to display creativity, opinions, or self-identity within the Uses-and-Gratifications approach.

Perception

Organising and interpreting sensory impressions to give meaning to the environment.

Perception Process

A three-step progression consisting of: Selection -> Organization -> Interpretation.

Complementary Communication

Communication where non-verbal cues support and strengthen the verbal message.

Contradictory Communication

Communication where non-verbal cues clash with the verbal message, creating confusion or distrust.

Magic Bullet Theory

A media-effect theory originated in the 1920s-1930s (also known as Hypodermic Needle Theory) stating that media has a direct, powerful, and immediate effect on passive audiences.

Cultivation Theory

A media-effect theory developed by George Gerbner in the late 1960s positing that repeated, long-term media exposure gradually shapes perceptions of reality.

Agenda-Setting Theory

A media-effect theory developed by McCombs and Shaw in 1972 asserting that the media influences WHAT issues people think about and consider important.

Social Cognitive Theory

A theory developed by Alfred Bandura centered on observational learning, proposing that people learn behaviours and habits by observing and imitating others.

Framing Theory

A media-effect theory stating that HOW information is presented influences how audiences understand and react to it.

Government Gazette

Malaysia's first English-language newspaper, established by entrepreneur A.B. Bone under the British East India Company in Penang on 1 March 1806; later renamed Prince of Wales Island Gazette and printed its final edition on 21 July 1827.

The Straits Echo

A Penang daily newspaper published from 1903 to 1986 that represented the Chinese community.

The Malaya Tribune

A newspaper published from 1914 to 1951 aimed at championing aspirations and protecting the rights of the Malayan Asian population.

Jawi Peranakan

The first Malay-language newspaper in Singapore, established in 1876.

Utusan Melayu

A newspaper whose first issue was published on 7 November 1907 by Singapore Free Press.

Mohamed Eunos bin Abdullah

Regarded as the father of Malay journalism; championed Malay causes, cultural identity, and community issues, and edited Lembaga Melayu in 1914 after leaving Utusan Melayu.

Radio Malaya

Radio station established on 1 April 1946; split after independence in 1957 (Radio Singapura remained in Singapore, Radio Malaya moved to Kuala Lumpur); renamed Radio Malaysia on 16 September 1969.

Rangkaian National

The nation's first 24-hour radio station, into which Radio Malaysia was converted on 1 January 1971.

Televisyen Malaysia

Government-owned television station that made Malaysia's first television broadcast on 28 December 1963, officially launched by Prime Minister Tunku Abdul Rahman.

RTM (Radio Televisyen Malaysia)

State broadcaster officially formed in 1979 through the merger of Televisyen Malaysia and Radio Malaysia.

The Shaw Brothers

Film production entity that dominated the film industry from the 1930s to the 1960s.

P. Ramlee

Prominent cinema figure (full name: Teuku Zakaria bin Teuku Nyak Puteh) who shaped Malaysian cinema in the 1950s-1960s at Shaw Brothers' Malay Film Productions (MFP), exploring Malaysian identity, social issues, and cultural values.