tailieunhanh - Lecture The dynamics of mass communication: Media in the digital age - Chapter 1

Chapter 1 - Communication: mass and other forms. This chapter include objectives: recognize the elements of the communication process, understand the different types of communication settings, identify the function of gatekeepers, describe how the Internet has changed mass communication, explain the various types of mass media convergence, understand the implications of the trend toward audience segmentation. | Communication: Mass and Other Forms Chapter 1 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE The Communication Process Communication Settings Traditional Media Organizations The Internet And Mass Communication Models For Studying Mass Communication Modern Mass Media: Emerging Trends THE COMMUNICATION PROCESS Figure 1-1: Elements of the Communication Process Transmitting the Message Source Encoding Message Channels Receiving the Message Decoding Receiver Feedback Noise COMMUNICATION SETTINGS We will consider three different 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 Little or no expense Messages generally private Messages can pinpoint specific targets Immediate feedback Machine-Assisted Interpersonal Communication (1 of 3) SOURCE -- machine -- RECEIVER Machine-Assisted . | Communication: Mass and Other Forms Chapter 1 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE The Communication Process Communication Settings Traditional Media Organizations The Internet And Mass Communication Models For Studying Mass Communication Modern Mass Media: Emerging Trends THE COMMUNICATION PROCESS Figure 1-1: Elements of the Communication Process Transmitting the Message Source Encoding Message Channels Receiving the Message Decoding Receiver Feedback Noise COMMUNICATION SETTINGS We will consider three different 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 Little or no expense Messages generally private Messages can pinpoint specific targets Immediate feedback Machine-Assisted Interpersonal Communication (1 of 3) SOURCE -- machine -- RECEIVER Machine-Assisted Interpersonal Communication (2 of 3) Source and receiver May be individuals or groups; may be machine Feedback Immediate or delayed; may be impossible Messages Customizability varies Private or public Inexpensive to send Machine-Assisted Interpersonal Communication (3 of 3) Encoding can be simple to complex Source: thoughts words or symbols Machines: encode messages for transmission Channel options restricted Decoding similar to encoding Machines: electrical energy light patterns Receiver: words or symbols thoughts Mass Communication (1 of 3) Occurs when a complex organization, with machine aid, produces and transmits public messages to large, heterogeneous, scattered audiences. Mass Communication (2 of 3) Pre-Internet: Source is structured organization Internet: Source can be one person Sender gets little audience information Encoding is a multi-stage process Messages are public and impersonal Effective feedback difficult Mass Communication (3 of 3) Mass .