Mass Communication

Potentially, the most influential form of human communication

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

• Q. How do mass communicators differ from other types of communicators?

• They cannot see their audience.

Components of mass communication

• The five m’s of mass communication:

• Mass communicators

• Mass messages

• Mass media

• Mass communication

• Mass audiences

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.

Communication models

• Shannon and Weaver• 1. Decision to communicate• 2. Encoding• 3. Transmission through Medium

(channel) double encoding/decoding• 4. Reception• 5. Decoding 6. Internalization

Cue for test:

• Remember that the recipient internalizes the message.

Narrative model

• Harold Lasswell:

• Who says what?

• In which channel?

• To whom?

• With what effect?

Concentric circle model

audiences

effects

gatekeepers codes communicatorsregulators

filtersMass media

codes

communicatorsgatekeepers

Concentric circle model

• Effects• Audiences• Filters• Regulators• Mass media• Gatekeepers• Codes

• Communicators

Misses many complexities

Q. What is the message in a communication model?

A. The representation of the thought.

Mysterious process

• Millions spent in advertising and promotions

• Need to know all there is about the process

Clip

Fundamentals in the process

• Stimulation– source

• Encoding– Put thoughts into

symbols

• Transmission– The channel, media

• Decoding– Receiver/transmitter

• Internalization– Understanding the

message

Players in the process

• Gatekeepers– News producers

• Regulators– FCC, PMRC

• Hybrids– “gatekeeper-

regulator hybrids”– NAB, SPJ

Impediments to communication

• Noise

– Semantic--sloppy messages

– Channel--static

– Environmental--noise at reception site

• Q. What is the mass communicator’s best antidote against noise?

• A. Repetition

Filters

• Informational filters– Audience doesn’t understand us

• Physical filters– Receiver’s mind is clouded;

• Psychological filters– Receiver’s bias; selective perception

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.

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

• A.?????

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

• A. ?????????