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Published byPhyllis Dawson Modified over 9 years ago
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Joseph R. Dominick University of Georgia--Athens
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Part I The Nature and History of Mass Communication
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Communication: Mass and Other Forms Chapter 1 Chapter Outline
Case Study - The Slammer The Communication Process Communication Settings Interpersonal Machine-Assisted Definition of Mass Communication Mass Communication Traditional Mass Media Organizations The Internet and Mass Communication Future of Mass Media Segmentation Chapter Outline
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Case Study – The Slammer
Worm exploited Microsoft SQL Server January 25, 2003 Spread by random IP address generation Forerunner of “Warhol Worm” Demonstrates fragility of modern communications
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The Communication Process
Figure 1-1: Elements of the Communication Process
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Eight Elements of the Communication Process
Source Message Encoding Channel Decoding Receiver Feedback Noise
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Communication Settings
Interpersonal Communication Machine-Assisted Communication Mass Communication Auto fade-in because slide performs a presentation outlining function
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Communication Settings
Interpersonal Communication Individual or groups Physical presence required Encoding is a one-step process Variety of channels Messages hard for receiver to terminate
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Communication Settings
Interpersonal Communication (cont) Little or no expense Messages generally private Message can pinpoint specific targets Immediate feedback
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Communication Settings
Machine-Assisted Communication SOURCE -- machine -- RECEIVER
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Communication Settings
Machine-Assisted Communication Source and receiver May be individuals or groups May be a machine such as ATM Feedback Immediate or delayed May be impossible Messages Customizability varies Private or public Inexpensive to send
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Communication Settings
Machine-Assisted Communication Encoding can be simple to complex Source: thoughts words or symbols Machines: encode message for transmission Channel options restricted Decoding similar to encoding Machines: electrical energy light patterns Receiver: words or symbols thoughts
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Communication Settings
Mass Communication . . . … occurs when a complex organization, with machine aid, produces and transmits public messages to large, heterogeneous and scattered audiences.
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Communication Settings
Mass Communication Pre-Internet: Source is a structured organization Internet: Source can be one person Sender gets little audience information Encoding a multi-stage process Channel involves machines Messages are public and impersonal Effective feedback difficult
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Communication Settings
Mass communication audiences Large Heterogeneous Geographically diversified Individually anonymous Self-defined
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Communication Settings
Table 1-1: Differences in Communication Settings
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Traditional Mass Media Organizations
Complex, formal organizations Multiple gatekeepers Need lots of money to operate Exist to make a profit Highly competitive
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Traditional Mass Media Organizations
Company (home country) 2002 revenue (in billions) 1. Time Warner (United States) $41.8 2. Vivendi Universal (France) 31.1 3. Walt Disney Co. (United States) 25.3 4. Viacom (United States) 24.6 5. Sony (Japan) 19.9 6. Bertelsmann (Germany) 19.4 7. News Corp. (Australia) 17.5 8. Comcast (United States) 12.5 Table 1-2: Global Media Giants
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The Internet and Mass Communication
Websites Affordable and producible by individual Bypass gatekeepers Creativity reigns Low start-up and maintenance costs May or may not exist for profit Audience competition not always factor
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The Internet and Mass Communication
Figure 1-2: Traditional Mass Communication Model
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The Internet and Mass Communication
Figure 1-3: Internet Mass Communication Model
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Future of Mass Media Segmentation
Audience lifestyles more fragmented Individual segments can be large Convergence: coming together Corporate Operational Device Disintermediation – eliminating the middleman
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