Communications contexts Communications 233

“Communication” zcommunis – common zcommunicare – to impart, share zcommicatus – past participle of communicare

“What does this mean?” zTot, kto ponimáyet éto polucháyem pyatyórka?

“What does this mean?”

Types of communication content zCognitive yKnowledge yOpinion yAttitude zAffective yFeeling yEmotion ySensory

Shannon-Weaver Model zSource zEncoder zMessage zChannel zDecoder zReceiver z Channel Noise z Semantic Noise z Feedback?

Schramm’s common field of experience concept zWe can only communicate about that which we have in common with our audience

Maria Thanh Common field of experience

Heider’s P-O-X model zIntrapersonal communication zA person (P) zAnother person (O) zAn object of concern (X) zBalance theory

P X O

P X O Balanced

P X O - + -

P X O Imbalanced

Newcomb’s ABX model zInterpersonal communication zBuilds upon Heider’s theory zAdds “strain toward symmetry” idea z“Strain” pushes us to communicate

A X B Strain toward symmetry produces balance

Westley-MacLean model zMass communication model zUsed Newcomb’s ideas and added a medium of communication

A X1X1 X∞X∞ X2X2 X3X3 BC X’ X’’ f ca f bc f ba....

There are at least three levels of communication zIntrapersonal zInterpersonal zMass

zBooks zNewspapers zMagazines zFilm zRecorded music Mass communications media z Radio z Television z Cable z Internet

Media support systems, auxiliary services zAdvertising zPublic Relations zWire Services zSyndicates zOther

Functions of the media zInform zEntertain zPersuade zProvide economic support zDevelop common basis of experience

Mass communications is financed by zPrivate capital investment zAdvertising zSubscription, purchases zDecoder expenditures zGovernment subsidy

Definition of mass communication zMass communications is a process

Definition of mass communication zMass communications is a process in which professional communicators use mechanical media

Definition of mass communication zMass communications is a process in which professional communicators use mechanical media to disseminate messages widely, rapidly, and continuously

Definition of mass communication zMass communications is a process in which professional communicators use mechanical media to disseminate messages widely, rapidly, and continuously to arouse intended meanings in large and diverse audiences

Definition of mass communication zMass communications is a process in which professional communicators use mechanical media to disseminate messages widely, rapidly, and continuously to arouse intended meanings in large and diverse audiences in attempts to influence them in a variety of ways

Five distinct stages of mass communications: zProfessional communicators formulate messages. zMessages are disseminated via mechanical (artificial) means zMessages reach large and diverse audiences. zAudience members interpret messages as they assign meanings. zAudience members are influenced.

Communicators zLarge, unknown audience vs. known, small audience zInstitutional communications vs. person (Leads to resistance to change.) zHeterogeneous audience produces content for “the wad”

Messages zMulti-channeled vs. singularity of channels zMulti-channeled produces more “affective” communication content zIssues surrounding accuracy

Feedback zInstant in personal, delayed in mass communications zGreater quantity in personal, less in mass communications

Mass communications “markets” zConsumer Market zAdvertising Market zMarketplace of ideas