KOM5111 COMMUNICATION THEORY FIRST FACE-TO-FACE MEETING SECTION 1:

KOM5111 COMMUNICATION THEORY FIRST FACE-TO-FACE MEETING SECTION 1:
FOUNDATION OF COMMUNICATION THEORY First Semester, 2013/2014 Saturday, 7th September 2013

Information About Lecturer
Dr. Mohd Nizam Osman Room B.130 (Block B) Department of Communication, FBMK Tel: (03) (direct line) (03) (main office) Appointments: Appointments can be made to discuss about course- related matters via the contact details given above. 2

1. Discuss the course outline
FIRST MEETING AGENDA: 1. Discuss the course outline 2. Discuss the assignments for the course 3. Discuss other course-related matters 4. Discuss topics to be covered in final semester examination 5. Commencement of lecture (Section 1) 3

The following communication theories will be discussed today:
First Meeting, Section 1 (Topic 1-4) The following communication theories will be discussed today: 1. Schramm Communication Theory 2. Berlo Communication Theory 3. Westley MacLean Communication Theory 4

1. Understand what is meant by communication
First Meeting, Section 1 (Topic 1-4) Topics To Be Covered in Final Exam 1. Understand what is meant by communication 2. Focus on the definition of communication (communication phenomenon) 3. Understand the different terminologies of communication; what is meant by symbols, verbal communication, non-verbal communication, transmission, channel, noise, encoding, decoding etc

4. Focus on the definition of theory
First Meeting, Section 1 (Topic 1-4) 4. Focus on the definition of theory 5. Understand the definition of theory from the perspective of human communication 6. Have a clear understanding why theory is important in the context of human communication 7. Be able to relate why effective communication fails to take place in a given communication context

First Meeting, Section 1 (Topic 1-4)
8. Familiarize with a number of communication theories/models that will be discussed during lecture 9. Be able to differentiate the differences in terms of applications of these communication theories/models in different communication contexts 10. Focus on important names associated with communication theories/models that are discussed during lecture

Understanding Communication
First Meeting, Section 1 (Topic 1-4) Understanding Communication “the act of communicating; exchange of ideas, conveyance of information, etc” - melakukan komunikasi; bertukar idea, menyampaikan informasi dll (The New International Webster’s Comprehensive Dictionary of the English Language 1999:265)

Cassell Popular English Dictionary (1995:281)
First Meeting, Section 1 (Topic 1-4) Exchange of Ideas “to give or receive in return for something else” Cassell Popular English Dictionary (1995:281) - the amount of ideas exchanged signify communication - whether a person is knowledgeable or not - whether a person wants to communicate or otherwise - depending on the nature of the ideas

Definition of Communication
First Meeting, Section 1 (Topic 1-4) Definition of Communication “communication is the process of transmitting; a giving, or giving and receiving of information, signals, or messages by talks, gestures, writing, etc.” - komunikasi adalah proses penyampaian; memberi dan menerima informasi, signal atau mesej melalui perbualan, perbuatan, penulisan dll Ruben, B. (1992) Communication and Human Behavior:1

First Meeting, Section 1 (Topic 1-4) Definition of Communication “a system of sending and receiving messages, as by telephone, telegraph, radio, etc” - suatu sistem penyampaian dan penerimaan mesej (maklumat) melalui telefon, telegraf, radio dll Ruben, B. (1992) Communication and Human Behavior:1

First Meeting, Section 1 (Topic 1-4) Definition of Communication “Human communication is the process through which individuals – in relationships, groups, organizations, and societies – respond to and create messages to relate to the environment and one another” - Komunikasi manusia adalah proses di mana individu – dalam perhubungan, kumpulan, organisasi dan masyarakat – bertindak ke atas dan membentuk mesej (maklumat) untuk disesuaikan dengan persekitaran dan di antara satu sama lain Ruben, B. (1992) Communication and Human Behavior (14)

TYPES OF COMMUNICATION 1. Human Communication
First Meeting, Section 1 (Topic 1-4) TYPES OF COMMUNICATION 1. Human Communication - intrapersonal communication - interpersonal communication - intercultural communication 2. Group Communication - small group communication (2 – 10 people) - large group communication (11-30 people) - mass group communication (more than 30, less than 200 people) - mass communication via media (millions of people)

3. Organizational Communication
First Meeting, Section 1 (Topic 1-4) 3. Organizational Communication - employers/management to workers/staff - from workers/staff to employers/management - among peers/subordinates - communication via technology ( , phones etc) 4. Animal Communication - by means of sounds - by means of gestures - by means of reward for reinforcement

5. Machine Communication - from humans to machines
First Meeting, Section 1 (Topic 1-4) 5. Machine Communication - from humans to machines (e.g., computers, fax machines, photocopies etc) - from machine to machine (robotics, CAD, CAM, industrial productions) 6. Mediated Communication - communication by means of media - includes electronic media (radio, TV) and print media (newspapers, magazines, books

Communication Related Disciplines 1. Intrapersonal Communication
First Meeting, Section 1 (Topic 1-4) Communication Related Disciplines 1. Intrapersonal Communication - communication within oneself - disciplines among psychologists and scholars studying children communication - e.g., John E. Aitken, Leonard J. Shedletsky, Don W. Stacks etc etc. 2. Interpersonal Communication - communication with two or more individuals - conducted by means of media or face-to-face - understanding the complexity of human communication

Communication Related Disciplines 3. Intercultural communication
First Meeting, Section 1 (Topic 1-4) Communication Related Disciplines 3. Intercultural communication - study of human communication between people from different cultural backgrounds - focuses on the dynamics of verbal and non- verbal communication in the context of cross-culture - important for maintaining diplomatic, political and social relations between nations

Communication Related Disciplines 4. Organizational communication
First Meeting, Section 1 (Topic 1-4) Communication Related Disciplines 4. Organizational communication - the study of human communication within an organizational setting - interaction between work colleagues (peers), top-down communication, bottom-up communication, communication via technology in the organization, communication across units/departments/ divisions

Communication Related Disciplines 5. Mass communication
First Meeting, Section 1 (Topic 1-4) Communication Related Disciplines 5. Mass communication - the study of communication via electronic media (radio, TV, film) and print media (newspapers, magazines, books etc) - focuses on the mass audience, audience characteristics, audience demography, means of disseminating information using the appropriate medium - also focuses on international communication using media (satellite, phone, video teleconferencing etc)

Understanding Communication Theory
First Meeting, Section 1 (Topic 1-4) Understanding Communication Theory “communication theories are theories that contain explicit or implicit definition of communication. It contains variables that indicates relationships to explain communication phenomena” (Narimah Ismail et al. (2007) KOM5111 Module

(in Akmar Hayati, 2009:39) Understanding Communication Theory
First Meeting, Section 1 (Topic 1-4) Understanding Communication Theory According to Littlejohn (2002), communication theory functions as a medium to explain and predict a communication phenomena” (in Akmar Hayati, 2009:39) 21

(Cragan & Shields, 1998) Understanding Communication Theory
First Meeting, Section 1 (Topic 1-4) Understanding Communication Theory “A set of concepts and relationships statements that helps to describe, explain, evaluate, predict and control communication events” (Cragan & Shields, 1998) 22

Elements of Communication Theory 1. Concepts
First Meeting, Section 1 (Topic 1-4) Elements of Communication Theory 1. Concepts - abstraction referencing to a class of thing, a term used at the theoretical level (Salleh Hassan, 2008) - the process by which a general idea is derived or an abstraction is generalized is called conceptualization 23

Elements of Communication Theory
First Meeting, Section 1 (Topic 1-4) Elements of Communication Theory 2. Variables - variables are phenomenon which are liable to change; capable of varying; susceptible of continuous change of value (Cassell Popular English Dictionary, 1995:912) 24

Elements of Communication Theory Variables
First Meeting, Section 1 (Topic 1-4) Elements of Communication Theory Variables - A variable is a concept, object, or property to which a set of values based on predetermined criteria is assigned. - two forms of variables in Communication Studies: Independent Variable and Dependent Variable 25

Elements of Communication Theory Dependent Variable
First Meeting, Section 1 (Topic 1-4) Elements of Communication Theory Dependent Variable - variables which are assumed to depend on or be caused by another (called the independent variable. For example, if you find that income is partly a function of amount of or level of formal education, income is being treated as a dependent variable (Salleh Hassan, 2008) 26

Elements of Communication Theory Independent Variable
First Meeting, Section 1 (Topic 1-4) Elements of Communication Theory Independent Variable - An independent variable is presumed to cause or determine a dependent variable. For example, if we discover that religiosity is partly a function of gender – that is to say women are more religious than men, therefore gender is the independent variable (Salleh Hassan, 2008) 27

Functions of Communication Theory?
First Meeting, Section 1 (Topic 1-4) Functions of Communication Theory? - making predictions/assumptions about communication phenomenon - views/observations - opinions - limitations - applications - criticisms 28

Functions of Communication Theory
First Meeting, Section 1 (Topic 1-4) Functions of Communication Theory - Communication theory provides an assumption about a communication phenomenon (Salleh, 2005) Question: 1. The assumptions made about communication phenomenon are always accurate 2. The assumptions made about communication phenomenon may not be accurate 29

Communication Theory – Schramm Theory
First Meeting, Section 1 (Topic 1-4) Communication Theory – Schramm Theory - Wilbur Schramm introduced a theory on the process of human communication in 1954 - Introduced the concept of ‘field of experience’ in human communication - Schramm theory indicates communication and feedback occurs simultaneously - This process is also known as transactional communication

SCHRAMM THEORY OF COMMUNICATION
First Meeting, Section 1 (Topic 1-4) SCHRAMM THEORY OF COMMUNICATION MESEJ DECODER INTERPRETER ENCODER ENCODER INTERPRETER DECODER MESEJ 31

Communication Theory – Schramm Theory
First Meeting, Section 1 (Topic 1-4) – Additional Slides Communication Theory – Schramm Theory Transactional Communication vs. Linear and Interactive Communication - Linear (one-way communication) * no feedback - Interactive (two way communication) * delay feedback - Transactional (two way communication) * spontaneous feedback 32

Strategi Komunikasi – Teori Schramm (con’t)
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34

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Schramm Theory of Human Communication
First Meeting, Section 1 (Topic 1-4) Schramm Theory of Human Communication According to Schramm, communication is a process which requires the sender to compose suitable symbols and signs (encoder) to be disseminated to the receiver who will then give meaning to the received message (decoding and interpreting) before sending another message back to the sender (feedback) and the process repeats itself. 36

Schramm Theory of Human Communication According to Schramm:
First Meeting, Section 1 (Topic 1-4) Schramm Theory of Human Communication According to Schramm: - the sender of the message constructs and conceptualises a message using signs and symbols (encoding) - the receiver receives the message either verbally or non-verbally (decoding) - the receiver then assign meaning to the message received (interpreting) - the receiver then becomes the sender by providing feedback to the message received

Schramm Theory of Human Communication Encoder:
First Meeting, Section 1 (Topic 1-4) Schramm Theory of Human Communication Encoder: “the process of translating a message into code” - proses menterjemahkan mesej kepada kode Interpreter: “an act of assigning meaning to a code or symbol” - proses memberi makna kepada kode atau simbol

Schramm Theory of Human Communication Decoder: “the act of translating from code symbols into ordinary language” Cassell Popular English Dictionary (1995:813) Decoder can be done either manually or by means of technology (decoding machines)

According to Schramm, effective human communication occurs when:
First Meeting, Section 1 (Topic 1-4) Schramm Theory of Human Communication According to Schramm, effective human communication occurs when: 1. The message is understood between sender and receiver “a message is any symbol or collection of symbols which has meaning or utility” - mesej adalah apa jua simbol atau koleksi simbol yang mempunyai makna atau yang boleh digunakan

“a symbol is anything which is created to refer to something else”
First Meeting, Section 1 (Topic 1-4) Schramm Theory of Human Communication simbol “a character or letter accepted as representing or signifying something, idea, relation, process etc” Cassell Popular English Dictionary (1995:832) “a symbol is anything which is created to refer to something else” Gilchrist, J. (1990)

First Meeting, Section 1 (Topic 1-4) Schramm Theory of Human Communication 2. Communication Skills (sender and receiver) - choosing the right symbols to communicate - combination of verbal and non-verbal communication during interaction example: ‘peace sign’ expressions of feelings - Encoder should focus on the frame of reference of the receiver example: communicating about extreme cold weather

Schramm Theory of Human Communication 3. Providing Feedback
First Meeting, Section 1 (Topic 1-4) Schramm Theory of Human Communication 3. Providing Feedback - feedback has to be immediate (preferably) - feedback is most effective if done face-to- face - feedback using media (internet, phone calls, letters etc) is less effective due to delay time factor - feedback should be genuine, honest and reliable

First Meeting, Section 1 (Topic 1-4) Schramm Theory of Human Communication 4. The level of knowledge of the sender/receiver regarding the message sent/received - knowledge about the topic - high level of knowledge of sender may have a high level of influence on the receiver - knowledge is consistent with the sender/receiver level of experience - knowledge is also the result of exposure to the environment

Communication Theory – Berlo Theory
First Meeting, Section 1 (Topic 1-4) Communication Theory – Berlo Theory - David Berlo introduced the SMCR model of communication in 1960 - Berlo’s communication is linear, although it touches on human communication - Berlo’s theory focuses on the components needed in each of the four element of communication (SMCR) - Berlo was the first communication scholar who treated the five senses as channel of communication 45

message channel source receiver BERLO’s MODEL OF COMMUNICATION
First Meeting, Section 1 (Topic 1-4) Communication Theory – Berlo Theory message channel BERLO’s MODEL OF COMMUNICATION source receiver 46

Berlo Theory of Human Communication
First Meeting, Section 1 (Topic 1-4) Berlo Theory of Human Communication Berlo introduces 4 levels of communication in his theory: 1. Source 2. Message 3. Channel 4. Receiver

Berlo Theory of Human Communication SOURCE (SUMBER)
First Meeting, Section 1 (Topic 1-4) Berlo Theory of Human Communication SOURCE (SUMBER) Source is anyone, or any object (machine) which sends a message (verbal or nonverbal) to another person or to another object Sumber merangkumi sesiapa sahaja, atau objek (mesin) yang menghantar mesej (secara lisan atau bukan lisan) kepada orang lain atau kepada objek lain

First Meeting, Section 1 (Topic 1-4) Berlo Theory of Human Communication The source of the message should have: - Communication Skills (kebolehan berkomunikasi) - Attitudes (pandangan ke atas mesej yang ingin disampaikan) - Knowledge (tahap pengetahuan mengenai mesej yang ingin disampaikan) - Socio-cultural system (sistem sosio budaya)

Additional Slides – Will not be asked in the final exam Communication Skills - A study conducted by Wallenchinsky (1995) among urban respondents in New York on their communication skills revealed that 87% felt uncomfortable during formal communication, especially when facing a group of audience (giving speeches)

Additional Slides – Will not be asked in the final exam Communication Skills - Wallenchinsky’s (1995) study listed the following top 10 human fears: 10. DOGS 9. LONELINESS 8. FLYING 7. DEATH 6. SICKNESS

5. DEEP WATER 4. FINANCIAL PROBLEMS 3. INSECTS AND BUGS 2. HEIGHTS
First Meeting, Section 1 (Topic 1-4) Additional Slides – Will not be asked in the final exam Communication Skills - Wallenchinsky’s (1995) study listed the following top 10 human fears: TOP 10 HUMAN FEARS 5. DEEP WATER 4. FINANCIAL PROBLEMS 3. INSECTS AND BUGS 2. HEIGHTS

1. SPEAKING BEFORE A GROUP
First Meeting, Section 1 (Topic 1-4) Additional Slides – Will not be covered in final exam Communication Skills - Wallenchinsky’s (1995) study listed the following top 10 human fears: 1. SPEAKING BEFORE A GROUP

Berlo Theory of Human Communication MESSAGE (MESEJ)
First Meeting, Section 1 (Topic 1-4) Berlo Theory of Human Communication MESSAGE (MESEJ) According to Berlo, message is comprised of: - Code (kode) - Content (Kandungan) CODE - “a set of symbols used to translate a message from one form to another” Devito, J.A. (2005) Messages: Building Interpersonal Communication Skills (278)

First Meeting, Section 1 (Topic 1-4) Berlo Theory of Human Communication Channel of Communication is comprised of: - Hearing (pendengaran) - Smelling (Hidu) - Tasting (merasa) - Touching (sentuhan) Seeing (penglihatan) Additional channel of communication (not discussed by Berlo): - Air waves (vibration of sound) - Copper wires

Berlo Theory of Human Communication RECEIVER
First Meeting, Section 1 (Topic 1-4) Berlo Theory of Human Communication RECEIVER Receiver of the message should have: - Communication Skills (kebolehan berkomunikasi) - Attitudes (pandangan ke atas mesej yang ingin disampaikan) - Knowledge (tahap pengetahuan mengenai mesej yang ingin disampaikan) - Socio-cultural system (sistem sosio-budaya)

Westley MacLean Theory of Mediated Communication
First Meeting, Section 1 (Topic 1-4) Westley MacLean Theory of Mediated Communication WESTLEY MACLEAN THEORY(1955) - Westley Maclean introduced the mediated theory of communication in 1955 - Maclean assumes that the process of communication begins when the receiver receives the message - Message is sent from the sender and received by the receiver by means of media

First Meeting, Section 1 (Topic 1-4) Westley MacLean Theory of Mediated Communication Proposes 4 stages/levels in the theory: Level 1: INTRAPERSONAL COMMUNICATION Level 2: INTERPERSONAL COMMUNICATION Level 3: SIMPLE MEDIATED COMMUNICATION Level 4: COMPLEX MEDIATED COMMUNICATION

First Meeting, Section 1 (Topic 1-4) Westley MacLean Theory of Mediated Communication Level 1: INTRAPERSONAL COMMUNICATION - This level assumes communication occurs with one source only (within the self) - Communication in this level can be verbal and/or non verbal - No feedback in this level (feedback only happens within the self)

First Meeting, Section 1 (Topic 1-4) Westley MacLean Theory of Mediated Communication

First Meeting, Section 1 (Topic 1-4) Westley MacLean Theory of Mediated Communication Level 1: INTRAPERSONAL COMMUNICATION - ‘X’ is any object/issue within a person’s frame of reference. - ‘A’ refers to the individual observing ‘X’ - refers to the concept of ‘infinity’ (no ending)

First Meeting, Section 1 (Topic 1-4) Westley MacLean Theory of Mediated Communication Level 2: INTERPERSONAL COMMUNICATION - This level assumes communication occurring between two or more individuals - Communication in this level occurs via face-to-face - Individuals interacting in this level can choose any object ‘X’ to discuss about (but the object ‘X’ has to be within both individuals frame of reference/experience) - Feedback between the individuals during the interaction is spontaneous (face-to-face communication) 62

First Meeting, Section 1 (Topic 1-4) Westley MacLean Theory of Mediated Communication Level 2: - ‘X’ is any object/issue within a person’s frame of reference. - ‘A’ refers to an individual which chooses what object to communicate with individual B - Both individuals (A and B) must be able to see and understand the object (X) which is being discussed - Feedback is spontaneous (transactional)

First Meeting, Section 1 (Topic 1-4) Westley MacLean Theory of Mediated Communication Level 3: SIMPLE MEDIATED COMMUNICATION - This level assumes communication occurring via media or any forms of communication devices - Communication devices, in this context refers to telephone, Internet ( ), newspapers, television, satellite and pictures. - This is a form of interactive communication - Feedback is present in this level, but feedback is delayed

First Meeting, Section 1 (Topic 1-4) Westley MacLean Theory of Mediated Communication Level 3: - ‘C’ refers to media institutions (journalists/producers/media management etc) which chooses what issue (X) to broadcast to society (B) - media institutions refers to all categories of media industries: electronic media, print media and new media - In this level, media institutions can act as gatekeeper

Westley MacLean Theory of Mediated Communication Level 3:
First Meeting, Section 1 (Topic 1-4) Westley MacLean Theory of Mediated Communication Level 3: - ‘B’ refers to society which receives the news/story about an issue (X) from the media ‘C’ - ‘B’ is not able to directly see or observe the issue (X), but is being informed about the issue via the media ‘C’ - ‘B’ is able to provide feedback about the issue (X) to the media ‘C’

First Meeting, Section 1 (Topic 1-4) Westley MacLean Theory of Mediated Communication Level 4: COMPLEX MEDIATED COMMUNICATION - This level assumes communication occuring via the media and involves more individuals and stages/procedures (complex) - In this stage, two groups of individuals (general public and the media) directly observe an object/issue (X) and the media ‘C’ disseminates news/stories about ‘X’ to the general public who are not able to directly observe ‘X’

Westley MacLean Theory of Mediated Communication Level 4:
First Meeting, Section 1 (Topic 1-4) Westley MacLean Theory of Mediated Communication Level 4: - Agenda setting occurs in this level; the media chooses what issue to focus on - The media ‘C’ can magnify an issue to capture the attention of the general public examples: - political issues - social issues - health issues - celebrities issues etc

END FIRST FACE-TO-FACE LECTURE KOM5111 COMMUNICATION THEORY
SEPTEMBER 2013 72

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