Intro to Mass Comm Lecture 1 & 2: Introduction Benjamin Loh

CHECKLIST Should be able to: Explain a simple model of communication and its components Distinguish between interpersonal and mass communication Explain how the Internet / WWW is blurring the distinctions between traditional models of mass communication and communication in general

WHAT IS COMMUNICATION? Sharing of info, idea, attitude, etc.  try to set up something in common with others (Schramm, 1954) Process of creating shared meaning (Baran).

COMMUNICATION AT VARIOUS LEVELS / TYPES Intrapersonal Interpersonal Group Organisational

COMMUNICATION AT VARIOUS LEVELS / TYPES Machine- / Technology-assisted Mass

COMMON POINTS ABOUT COMMUNICATION Communication happens at different levels But still share some common points… - what is communication? Can look at communication in different ways (models)

LASSWELL MODEL (1948) Process of communication can be analysed by answering 5 questions: Who? (sender) says what? (message) on which channel? (method) To whom? (audience) With what effect? (effect on audience)

MODEL OF COMMUNICATION PROCESS Various models, but common points: Sender / Source: encoding (e.g., words, sentences) Receiver: decoding & interpreting Message Channel Noise (interference) Feedback (later models, sometimes)

Model of Communication Osgood & Schramm’s Model of Communication Endless!

What is mass communication? Communication to the masses Communication = transferring of ideas and information or meaning between two parties Hence, mass communication transferring of messages / ideas / etc. via a mass medium (transmitting device)

COMMUNICATION PROCESS SENDER RECEIVER Message Via CHANNEL FEEDBACK

SENDER: puts the message (involves some encoding) Message is delivered via CHANNEL RECEIVER : decodes & interprets message FEEDBACK: response sent back to Sender after processing of message; may change subsequent messages from Source

Feedback Receivers process message & send a response back to sender (source) Could be immediate or delayed

Noise / Interference Channel noise: in transmission of message e.g., faulty microphone, transmission static, smudge Source: Vivian (p. 23)

Noise / Interference (cont’d) Environmental noise: interferes with decoding process e.g., kids shouting while watching news, doorbell while reading article Semantic noise: problems in crafting message e.g., sloppy wording, jargon, language Source: Vivian (p. 23)

Noise / Interference (cont’d) Physiological – e.g., memory, hearing loss Psychological – e.g., audience’s selectivity in Attention Retention Perception

How do we communicate? Verbal Non-verbal (e.g., body language, etc)

Mass communication “the process by which a complex organisation with the aid of one or more machines produces and transmits public messages that are directed at large, heterogenous, and scattered audiences” (Dominick, 2005). audience : different interests & backgrounds  need skills in construction of effective message (Vivian).

Schramm’s Model Of Mass Communication Media channels

COMPARISON MASS INTERPERSONAL Source Indiv / grp; role can reverse Many sources for each message Indiv / grp; role can reverse Receiver / audience Diverse, large, don’t know one another Message standard Can be adjusted, private Feedback Delayed Fast Termination More difficult

Other types of communication Group & team communication: interaction of people in small groups, usually in decision-making settings Organizational communication: occurs in complex organizations (e.g., large businesses, govt) where there is some formal hierarchy Source: Baran

Intrapersonal communication Communication with ourselves, or self-talk – precedes our speaking or acting. We are both sender and receiver. Our thought and feelings constitute the message. Our brain acts as channel by processing thoughts and feelings. Source: Baran

Interpersonal communication Communication between people, usually in face-to-face, private settings. Can also occur if they are physically separated but emotionally connected (e.g., friends talking on phone). Source: Baran

Public communication Public speaking, concerts, theatre and public debates. Commonly related to public speech. Normally, a large number of people are involved in the audience. Source: Baran

Organizational communication Occurs in large cooperative networks and includes virtually all aspects of both interpersonal and group communication. Encompasses topics such as the structure and function of organizations, human relations, communication and the process of organizing and organizational culture. Source: Baran

Intercultural communication The process that occurs when members of two or more cultures exchange messages in a manner that is influenced by their different cultural perceptions and symbol systems. Source: Baran

Mass communication Industry Print books, newspapers, magazines Broadcast radio, tv, cable, satellite Film & music Internet Advertising $$$ support industry

Errors in communication Common… but even more serious now that we are highly dependent on machine & technology / automated forms of communication e.g., spam filters legitimate e-mail machine breakdown / malfunction Data entry error – MyKad, etc AOL filtering of spam makes many college / university applicants in the US not receive a reply from the college / university. MyKad.