The Dynamics of Mass Communication Chapter 1 Communication: Mass and Other Forms The Dynamics of Mass Communication Seventh Edition Joseph R. Dominick

The Nature and History of Mass Communications Part 1 The Nature and History of Mass Communications

Chapter 1 Communication: Mass and Other Forms

8 Elements of the Communication Process Chapter 1 Communication: Mass and Other Forms 8 Elements of the Communication Process Encoding Source Message Channel Receiver Feedback Noise Decoding Encoding the message: Activities a source goes through to translate thoughts and ideas into a form that can be perceived by the senses Message: The actual physical product that the sender encodes may range from the short, simple and inexpensive to the long, complex and costly Channels: Refers to the ways in which the message travels to the receiver Decoding the message: The opposite of the encoding process Receiver: The target of the message Feedback: Refers to responses from receiver that may alter later messages from source . positive feedback: encourages current communication message or pattern . negative feedback: tries to change the communication or even terminate it Noise: Anything that interferes with the delivery of the message . semantic noise occurs when people have different meanings for different words . mechanical noise occurs if there’s a problem with a machine being used for communication . environmental noise occurs when noise external to the process interferes with it

The Communication Process Chapter 1 Communication: Mass and Other Forms The Communication Process

Communication Settings Chapter 1 Communication: Mass and Other Forms Communication Settings Interpersonal Communication Machine-Assisted Communication Mass Communication Interpersonal Communication   Characteristics of Interpersonal Communication . one person (or group) interacting with another person (or group) without the aid of a mechanical device . the source and receiver are in the immediate physical presence of one another Interpersonal communication as profiled by the communication elements: . source and receiver can be individuals or groups . encoding is usually a one-step process . a variety of channels are usually available for use . messages are relatively difficult for receiver to terminate . produced at little or no expense . messages are generally private . message can pinpoint highly specific targets . feedback is immediate

Mass Communication . . . is the process by which a complex agency produces and transmits public messages directed at large, heterogeneous and scattered audiences with the aid of machines.

Chapter 1 Communication: Mass and Other Forms Mass Communication Source acts within organizational roles Internet: one person can be a mass source Sender: little details about audiences Encoding always a multi-stage process Channel options more restricted More than one machine in sending process

Mass Communication (Continued) Chapter 1 Communication: Mass and Other Forms Mass Communication (Continued) Messages public; same sent to everyone Message termination easiest here Messages expensive to produce Typically requires multiple decoding Flow usually one-way--source to receiver Feedback difficult to initiate

A prime distinction between . . . Chapter 1 Communication: Mass and Other Forms A prime distinction between . . . mass communication and interpersonal or mechanical communication is that audiences members are: large heterogeneous geographically diversified largely anonymous to one another almost always self-defined

Mass Communication (traditional media) Defining Characteristics Chapter 1 Communication: Mass and Other Forms Mass Communication (traditional media) Defining Characteristics complex, formal organizations multiple gatekeepers need lots of money to operate exist to make a profit highly competitive Complex and Formal Organizations . typically a well-defined organizational structure characterized by specialization, division of labor, and focused areas of responsibility. . communication becomes product of bureaucracy; decisions made on many levels, often in highly formalized channels (group decisions and committees, for example)   Multiple Gatekeepers A gatekeeper is any person (or group) who has control over what material eventually reaches the public; the more complex the organization, the more gatekeepers will be found. High Operating Expenses It often costs millions of dollars to buy and maintain a mass media organization, which is one of the reasons that explain the current trend towards media consolidation of ownership.    Competition for Profits Most media organizations in the U.S. exist to make a profit; if they don’t they will soon go out of business. Most profits are usually made by selling audiences to advertisers, and since audiences are the source of profits, media organizations compete with one another as they try to attract audiences.

The Internet as Mass Communication Brings publishing costs down to individual affordability Web sites can be produced by individuals Bypasses gatekeepers, editors; creativity reigns Sites can have low start up and maintenance costs Web sites may or may not exist for profit Competition for audiences doesn’t play vital role here

Mass Communication Media Chapter 1 Communication: Mass and Other Forms Mass Communication Media Defining Mass Media medium is singular media is plural Media fragmentation or segmentation Mass Media Symbiosis Disintermediation Defining Mass Media: A medium is the channel through which a message travels from source to receiver (“medium” is singular; “media” is plural). Mass media include not only the mechanical devices that transmit messages, but also the institutions that use these devices to transmit messages. A media vehicle is a single component of the mass media, such as a newspaper, radio station, or magazine. The End of Mass Communications As We Know It? Mass communication has become less mass and more selective over the past few decades. This process is called fractionalization or segmentation of the mass media audience. Causes include: an increase in one-parent families, a decrease in discretionary personal time, an increase in the number of media from which to choose, less time devoted to the media, an increase in demand for special interest content Commercial organizations are also increasingly turning away from mass to target-marketing. While the channels of mass communications remain the same, more mass media are using those channels to reach increasingly more selective audiences.   Mass Media Symbiosis: Media symbiosis refers to the mutual dependence of one medium upon another for financial success (radio and recording, for example, or the film and television industries). Disintermediation: Refers to the process whereby access to a product or service is given directly to the consumer, thus eliminating the intermediary, or “middleman,” who might typically supply the product or service. This phenomena is particularly evident now on the Internet and in particular on the World Wide Web. Disintermediation is of special concern to traditional media organizations because any large disruption of the distribution process can cause (and already has) considerable economic havoc in the traditional distribution and production process.

End of Chapter 1 Communication: Mass and Other Forms