#01 INTRODUCTION TO MASS COMMUNICATION

Definition of Communication

The basic communication process is when a a source sends a. message through a medium to a receiver to produce some form of effect.

What is Communication?

Communication is the process of creating shared meaning

Types of Communication

Intrapersonal, Interpersonal, Machine-Assisted Interpersonal Communication, Mass Communication

Intrapersonal

Communication with oneself; thoughts/personal narrative

Interpersonal

• private between two people

• public to address a crowd

• Individual or group communication (without the aid of a mechanical device)

• Messages can also be crafted to their specific targets

• Decoding one- step process by receivers

• Immediate feedback

• Noise – semantic or environmental

Machine-Assisted Interpersonal Communication

Technology assisted communication

• Combines characteristics of both the interpersonal and mass communication situations

• Involves the usage of media and advance technology to communicate
   (eg. Email, zoom, meet, skype, teams, facebook, whatsapp, instagram, etc)
   

Mass Communication

Mass communication refers to the process by which a complex organization with the aid of one or more machines produces and transmits public messages that are directed at large, heterogeneous (unlike) and scattered audiences

Models of Communication

1.Harold Lasswell Model (1948)
2. Schramm’s Model of Communication (1954) & Osgood and Schramm’s Model of Communication
3.The Shannon-Weaver Model (1948)

Harold Lasswell Model (1948)

One- way communication resulting in an effect/response.

Harold Lasswell's 1948 communication model is a fundamental framework that analyzes any communication act by answering five key questions: "Who says what, in which channel, to whom, with what effect?". The model identifies five components of communication: the communicator (who), the message (what), the medium (channel), the audience (to whom), and the impact (effect). It is considered a linear, one-way model

Schramm’s Model of Communication (1954) & Osgood and Schramm’s Model of Communication

Schramm's 1954 model and the Osgood-Schramm model (also from 1954) are essentially the same, both presenting communication as a circular, two-way process that accounts for feedback and the "field of experience". The models were developed by Wilbur Schramm, who adapted a more mathematical concept and emphasized the encoder, decoder, and interpreter roles, along with the importance of shared understanding between participants.

3.The Shannon-Weaver Model (1948)

A more complete model of the communication process

Noise and Interference

→1. Environmental/ Physical Noise

→2. Semantic Noise

→3. Mechanical/ Technological Noise

Environmental/ Physical Noise

 Sources of noise that are external to the communication process
(Eg. Loud background music, small fonts, poor color choice)

Semantic Noise

Confusion caused by using words or phrases that the audience cannot understand or might misinterpret

Mechanical/ Technological Noise

When the device you are using inadvertently changes the message you want to send

(can include the incorrect use of emojis or autocorrect function)

Why People Use Mass Media

• Inform the masses

• Persuade the masses

• Amuse the masses

• Enlighten the masses