1. Potentially, the most influential form of human communication
Mass Communication
Potentially, the most influential form of human communication

2. Types of communication
Intrapersonal
When we talk to ourselves
Interpersonal
When we talk to another
Group
When we give a speech to a group
Mass communication--an unseen audience

3. Q. How do mass communicators differ from other types of communicators?
They cannot see their audience.

4. Components of mass communication
The five m’s of mass communication:
Mass communicators
Mass messages
Mass media
Mass communication
Mass audiences

5. the heart of mass communication is

6. The messages themselves!

7. Mass communication? Or mass communications?
1. Communication refers to the process
2. There is a double encoding and double decoding.
3. Mass communications refers to a thing.

8. Communication models Shannon and Weaver 1. Decision to communicate
2. Encoding
3. Transmission through Medium (channel) double encoding/decoding
4. Reception
5. Decoding Internalization

9. Cue for test:
Remember that the recipient internalizes the message.

10. Narrative model Harold Lasswell: Who says what? In which channel?
To whom?
With what effect?

11. Concentric circle model
effects
filters
Mass media
audiences
regulators
gatekeepers
codes communicators
codes
gatekeepers
communicators

12. Concentric circle model
Effects
Audiences
Filters
Regulators
Mass media
Gatekeepers
Codes
Communicators
Misses many complexities

13. Q. What is the message in a communication model?
A. The representation of the thought.

14. Mysterious process Millions spent in advertising and promotions
Need to know all there is about the process

15. Fundamentals in the process
Stimulation
source
Encoding
Put thoughts into symbols
Transmission
The channel, media
Decoding
Receiver/transmitter
Internalization
Understanding the message

16. Players in the process Gatekeepers Regulators Hybrids News producers
FCC, PMRC
Hybrids
“gatekeeper-regulator hybrids”
NAB, SPJ

17. Impediments to communication
Noise
Semantic--sloppy messages
Channel--static
Environmental--noise at reception site

18. Q. What is the mass communicator’s best antidote against noise?
A. Repetition

19. Filters Informational filters Physical filters Psychological filters
Audience doesn’t understand us
Physical filters
Receiver’s mind is clouded;
Psychological filters
Receiver’s bias; selective perception

20. Results of mass communication
Feedback
Q. How do mass communicators get it?
A. Indirectly.
Effects
Q. Greatest influence of mass media?
A. When it moves people to action.

21. Q. When mass communicators choose to communicate about something, that “thing” has….

22. Q. Why would you want Boomer Esiason to campaign for your cause?