NM3420 AUDIENCE CONTEXT ANALYSIS Communication

Time change Media change Audience change Last Week Highlight HISTORY OF EARLY AUDIENCES Time change Media change Audience change

Overview Background of communication studies NM3413 AUDIENCE ANALYSIS COMMUNICATION THROUGH THE AGES Overview Background of communication studies Evolution of communication theories Communication analysis Audience analysis Types of audience

? Background of Communication Studies Audience = Audio (audire) = NM3413 AUDIENCE ANALYSIS COMMUNICATION THROUGH THE AGES Background of Communication Studies ? Audience = Audio (audire) = Auditorium

Communication Theories NM3413 AUDIENCE ANALYSIS COMMUNICATION THROUGH THE AGES Evolution of Communication Theories Aristotle Greek Philosopher (384 BC - 322 BC)

Aristotle’s Model Speaker Message Audience NM3413 AUDIENCE ANALYSIS COMMUNICATION THROUGH THE AGES Aristotle’s Model Speaker Message Audience

Lasswell’s Model Harold D. Lasswell American political scientist NM3413 AUDIENCE ANALYSIS COMMUNICATION THROUGH THE AGES Lasswell’s Model Harold D. Lasswell American political scientist (1902 - 1978)

Lasswell’s Model With what effect Who Says what To whom NM3413 AUDIENCE ANALYSIS COMMUNICATION THROUGH THE AGES Lasswell’s Model Who Communicator Says what Message In which channel Medium To whom Receiver With what effect Effect

Osgood and Schramm’s Model NM3413 AUDIENCE ANALYSIS COMMUNICATION THROUGH THE AGES Osgood and Schramm’s Model Charles E. Osgood American psychologist (1916 - 1991) Wilbur Schramm “Father of Communication studies” (1907 - 1987)

Osgood and Schramm’s Model NM3413 AUDIENCE ANALYSIS COMMUNICATION THROUGH THE AGES Osgood and Schramm’s Model Message Encoder Interpreter Decoder Encoder Interpreter Decoder Message

Shannon and Weaver’s Model NM3413 AUDIENCE ANALYSIS COMMUNICATION THROUGH THE AGES Shannon and Weaver’s Model Claude Shannon American mathematician and electronic engineer (1916 - 2001) Warren Weaver American mathematician (1894 - 1978)

Shannon and Weaver’s Model NM3413 AUDIENCE ANALYSIS COMMUNICATION THROUGH THE AGES Shannon and Weaver’s Model Information source Transmitter Received signal Receiver Destination Message Signal Message Noise source

NM3420 AUDIENCE CONTEXT ANALYSIS CULTURE Reference: Jandt, Fred E. An Introduction to Intercultural Communication: Identities in a Global Community. Thousand Oaks, CA: Sage, 2010.