Introduction to Communication Marketing, Media & Communication (T) 1.0 Semester 2, 2012

A Classical Model of Communication (Linear model) Sender Receiver Message Feedback

A Classical Model of Communication (Linear model) SellerBuyer Offer Supply Product Acceptance of offer Pay $$$ for product

The Classical (Linear) Model of Communication Sender and receiver – Sender and receiver take turns – Sender initiates the message, passing to receiver who responds Feedback – Confirmation that message is received – Response – New message initiated

Problems with the Classical Linear Model of Communication Only 2 participants. How does this reflect: – markets with many competitors eg fruit & veg market? – Situations where customers interact and exchange information through interconnected means, eg Social media networks Circular interaction, taking turns – Again, problem representing social media or other highly connected groups – Does not consider changes to relationships between participants Doesn’t deal well with factors that are qualitative (can’t be counted) – For example a history of negative interaction between sender and receiver, leading to a refusal to listen

SMCR Model (Source, Message, Channel, Receiver) A refinement of the classical Linear model SourceMessage MediumReceiver Message: The information transmitted eg a political press release Medium (plural Media): The way in which information is transmitted eg TV, radio, internet, speech, written,...

“The Medium is the Message” Marshall McLuhan The form of the medium influences the message that is transmitted TV news is expensive to make and broadcast, so news items are short (15-30 secs) compared to: – radio (up to minutes) or – newspaper (600 words, which would take about 5-6 minutes if read aloud) Interviewees on TV have only a short period (4-7 seconds) to make their message known – Media “minders” supply politicians with catchy “soundbites” of only a few words. – Politicians are instructed to speak these as often as possible, increasing the chance it will be on TV that day. – This has contributed to the “dumbing down” of complex issues because are rarely discussed on TV news – Viewers are more cynical, and pay less attention – this makes TV news items shorter again to keep viewers from switching off. “Moving forward” Prime Minister Julia Gillard “Great, big, toxic new tax” and “Stop the boats” Opposition Leader Tony Abbott “The workers, united, will never be defeated” Union chant at demonstrations

SMCR Model (cont’d) Source – May have an idea but they are unable to convert into a clear message Message – May not be acceptable to the receiver by reasons of education, literacy, numeracy eg a detailed bank statement sent to a remote Aboriginal community Medium – May be inappropriate eg landline telephone selling for mobile phone apps Receiver – May have difficulty with receiving the transmitted message eg hearing problem, language difficulty, unwilling to listen to the source...

Newly elected President Truman holds up a newspaper announcing his defeat in the 1948 Presidential election The technology of the day meant that newspapers were composed several hours ahead of printing. The headline was based on results from a telephone survey, but in 1948 most households did not yet own telephones. Wealthy telephone owners mainly supported Truman’s opponent, Dewey.

Exercise You are selling a new soft drink to a new target market – Your soft drink is all natural ingredients – Ingredients are certified Fair Trade and organic – Packaging is entirely recyclable Describe how each of the following media will influence your advertising message: – Commercial Television – Billboard posters in metropolitan train stations – Facebook and Twitter