1. NM3420 AUDIENCE CONTEXT ANALYSIS
Communication

2. Time change Media change Audience change Last Week Highlight
HISTORY OF EARLY AUDIENCES
Time change
Media change
Audience change

3. Overview Background of communication studies
NM3413 AUDIENCE ANALYSIS
COMMUNICATION THROUGH THE AGES
Overview
Background of communication studies
Evolution of communication theories
Communication analysis
Audience analysis
Types of audience

4. ? Background of Communication Studies Audience = Audio (audire) =
NM3413 AUDIENCE ANALYSIS
COMMUNICATION THROUGH THE AGES
Background of
Communication Studies ?
Audience =
Audio
(audire) =
Auditorium

5. Communication Theories
NM3413 AUDIENCE ANALYSIS
COMMUNICATION THROUGH THE AGES
Evolution of
Communication Theories
Aristotle
Greek Philosopher
(384 BC BC)

6. Aristotle’s Model Speaker Message Audience NM3413 AUDIENCE ANALYSIS
COMMUNICATION THROUGH THE AGES
Aristotle’s Model
Speaker
Message
Audience

7. Lasswell’s Model Harold D. Lasswell American political scientist
NM3413 AUDIENCE ANALYSIS
COMMUNICATION THROUGH THE AGES
Lasswell’s Model
Harold D. Lasswell
American political scientist
( )

8. Lasswell’s Model With what effect Who Says what To whom
NM3413 AUDIENCE ANALYSIS
COMMUNICATION THROUGH THE AGES
Lasswell’s Model
Who
Communicator
Says what
Message
In which channel
Medium
To whom
Receiver
With what effect
Effect

9. Osgood and Schramm’s Model
NM3413 AUDIENCE ANALYSIS
COMMUNICATION THROUGH THE AGES
Osgood and Schramm’s Model
Charles E. Osgood
American psychologist
( )
Wilbur Schramm
“Father of Communication studies”
( )

10. Osgood and Schramm’s Model
NM3413 AUDIENCE ANALYSIS
COMMUNICATION THROUGH THE AGES
Osgood and Schramm’s Model
Message
Encoder
Interpreter
Decoder
Encoder
Interpreter
Decoder
Message

11. Shannon and Weaver’s Model
NM3413 AUDIENCE ANALYSIS
COMMUNICATION THROUGH THE AGES
Shannon and Weaver’s Model
Claude Shannon
American mathematician
and electronic engineer
( )
Warren Weaver
American mathematician
( )

12. Shannon and Weaver’s Model
NM3413 AUDIENCE ANALYSIS
COMMUNICATION THROUGH THE AGES
Shannon and Weaver’s Model
Information source
Transmitter
Received
signal
Receiver
Destination
Message
Signal
Message
Noise source

13. NM3420 AUDIENCE CONTEXT ANALYSIS
CULTURE
Reference: Jandt, Fred E. An Introduction to Intercultural Communication: Identities in a Global Community. Thousand Oaks, CA: Sage, 2010.