Introduction to Mass Communication CMS 101

INTRODUCTION TO MASS COMMUNICATION

Course Overview

  • Course Title: Introduction to Mass Communication
  • Code: CMS 101
  • Institution: University of Cape Coast
  • Department: Communication Studies
  • Instructor: Prof. William Kodom Gyasi

THE IDEA OF COMMUNICATION

Definition

  • Etymology: The term "communication" originates from the Latin word COMMUNIS, meaning common or shared understanding.
  • Schramm (1965): Communication is described as a purposeful effort to establish commonness between a source and a receiver.

Explanation of Communication

  • Process: It involves a series of activities, behaviors, or steps aimed at achieving an outcome, indicating that communication is dynamic, ongoing, ever-changing, and continuous.
  • Meaning: Refers to the shared understanding derived from the message.
    • Example: "What is the ontogeny of your misogyny?"

NATURE OF COMMUNICATION

Characteristics

  • Innate: Communication is an inherent ability; humans are born with a capacity for it.
  • Two-way Process: The success or failure of communication is determined by feedback, which is essential to the communication process.
  • Involves Ideas and Emotions: Effective communication includes more than just words; it encompasses tone and facial expressions which often convey more significant meaning.

Importance in Organizations

  • Communication is vital across all levels of management within organizations. A manager's effectiveness hinges on communication ability.
  • Communication is primarily a dynamic, ongoing process that reflects changes among participants and their environments.
  • Goal-oriented Process: Effectiveness is achieved when both sender and receiver are aware of their communication goals and there is congruence.

Inter-disciplinary Nature

  • Communication draws on various scientific disciplines:
    • Anthropology: Studies body language.
    • Psychology: Examines persuasion, perception, and attitudes.
    • Sociology and Political Science: Investigates voting behavior and related phenomena.

CHARACTERISTICS OF COMMUNICATION

  • Continuous: Communication does not start or stop; it persists throughout life.
  • Complex: Occurs at multiple levels and reflects various influences.
  • Irreversible: Once sent, a message cannot be withdrawn; the process cannot be reversed.
  • Non-sequential: Elements do not follow a rigid pattern; they can exist in various forms and orders.
  • Unrepeatable: Every communication act is unique and cannot be replicated.
  • Instrumental: Communication serves as a tool to control the environment and influence others.

ELEMENTS OF COMMUNICATION PROCESS

Essential Components (Eight Elements)

  1. Sender: The individual or entity that creates and sends the message.
    • Encoding: The process of transforming thoughts into communicable messages.
    • Feedback: The sender receives responses from the audience.
  2. Message: The content or stimulus produced by the source for the receiver.
  3. Channel: The medium through which messages are transmitted, e.g., spoken words, written text, etc.
  4. Receiver: The person or audience that receives the message, interpreting it in intended or unintended ways.
  5. Feedback: Messages sent back from the receiver to the source indicating understanding or misunderstanding.
  6. Environment: The physical and psychological context in which communication occurs.
  7. Context: The setting, scene, and the expectations of the individuals involved.
  8. Noise: Any interference that distorts the message or sends unintended signals.

MODELS OF COMMUNICATION

Different Models

  • Action Model: Involves one person sending a message to another.
    • Also referred to as the ** inoculation model**.
  • Interaction Model: One person sends a message to another who responds with another message, involving feedback loops.
  • Transactional Model: Communicators simultaneously send and receive messages, highlighting the interconnectedness of communication.
  • Constructivist Model: Suggests that receivers actively create meaning in their minds, a process known as negotiating meaning.

THE PRINCIPLES OF COMMUNICATION

Principal Concepts

  • Communication begins with the self and includes the relationships that individuals wish to have.
  • Dean Barlund's theory (1970) states that individuals shape their self-concept through their relational experiences and introduces the six-person concept.
  • Effective communication necessitates considering the presence of others and acknowledges that increased quantity does not equate to quality.
  • Communication is inevitable, irreversible, and unrepeatable, indicating that its impact cannot be retracted.

EFFECTIVE COMMUNICATION

Definition

  • Effective communication is the process of exchanging ideas, thoughts, knowledge, and information in a way that achieves the intended purpose effectively.
  • Essential aspects include minimizing noise and enhancing message fidelity to ensure clarity and understanding.

The Seven C’s of Effective Communication

  1. Concrete: Messages should be substantiated with factual evidence.
  2. Coherence: Ensures logical connections among main points and supporting details; messages should be clear and sequential.
  3. Clarity: Messages must have a defined purpose and articulate composition.
  4. Commitment/Considerate: Reflects the communicator's dedication and certainty in their message.
  5. Consistency: The message should maintain a consistent tone, voice, and content.
  6. Completeness: Messages should be comprehensive, containing all relevant information.
  7. Courteous: Communication should be respectful, honest, and polite.

IMPORTANCE OF EFFECTIVE COMMUNICATION

  • Cultivates an advanced professional image.
  • Yields better responses from stakeholders.
  • Facilitates quicker problem-solving.
  • Strengthens decision-making capabilities.
  • Enhances organizational control and workflow consistency.
  • Leads to greater productivity.

QUOTES ON EFFECTIVE COMMUNICATION

  • Rollo May: "Communication leads to community, that is, to understanding, intimacy, and mutual valuing."
  • Robert J. McCloskey: "I know that you believe that you understood what you think I said, but I am not sure you realize that what you heard is not what I meant."
  • Effective communication hinges on three elements: understandable messages, the credibility of the sender, and the impact of the message on the receiver.

SUMMARY

  • Communication is a multifaceted event and not a linear process.
  • Mass communication represents an extension of human communication.
  • The effectiveness of communication hinges on the achievement of the communicators’ intended purpose.

TYPES AND CONTEXTS OF COMMUNICATION

Categories

  • Verbal Communication: Involves the use of words in speech or writing.
  • Nonverbal Communication: Encompasses extralinguistic features, such as gestures and body language, rather than words.

Contextual Factors

  • Communication is influenced by the context, defined as the circumstances surrounding the communication situation (Pearson et al. 2010).

FORMS OF COMMUNICATION

Intrapersonal Communication

  • Defined as internal dialogue for understanding and sharing meaning within oneself.
  • Key Aspects:
    • Personal evaluation of communication cues.
    • Reasoning for problem-solving, future planning, and resolving internal conflicts.

Interpersonal Communication

  • Description: Personal process of coordinating meaning between at least two individuals.
  • Significance: Crucial for building relationships.
Dyadic Communication
  • Involves two persons, such as interviewer and interviewee or teacher and student.
Small-Group Communication
  • Interaction among a small group working towards a shared goal (families, work groups, support groups, study groups).

Public Communication

  • Defined as generating meaning in a situation where one source transmits to numerous receivers.
  • Characteristics: Structured, formal, and often planned for events such as convocations, religious services, or political campaigns.

Mass Communication

  • Definition: Involves mediated messages between sources and a large, heterogeneous audience.
  • Examples of Media Organizations involved in Mass Communication:
    • Television and radio stations.
    • Newspapers and magazines.

Cross-Communication

  • Occurs among individuals from diverse backgrounds (nationalities, styles, age, race, etc.).

Intercultural Communication

  • Encompasses the variability of culture within interpersonal communication contexts.

International Communication

  • Involves practices across national borders, integrating political, social, cultural, economic, and military dimensions.

ETHICAL COMMUNICATION

  • Defined as communication aligned with moral principles and values that enhance human dignity and worth.
  • Important Elements:
    • Fostering truthfulness, fairness, responsibility, integrity, and respect.
    • Crucial for responsible thinking, decision-making, and developing relationships across contexts and cultures.

IMPORTANCE OF STUDYING COMMUNICATION

  • Benefits of studying communication include:
    1. Improves self-perception.
    2. Enhances how others perceive you.
    3. Increases knowledge of human relationships.
    4. Teaches valuable life skills.
    5. Protects the freedom of speech.
    6. Aids in professional success.

ASSIGNMENT

  • Task: Outline the Nine Commandments of ethical communication as articulated by the National Communication Association of the US, and explain two of these commandments briefly.

THANK YOU