Lecture dynamics of mass communication (9th edition) chapter 1 joseph r dominick

THE DYNAMICS OF MASS COMMUNCATION Joseph R Dominick University of Georgia Athens McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved The Nature and History of Mass Communication McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Chapter Chapter Outline Communication:  Mass and Other Forms McGraw­Hill Case Study – 24/7 Global News Coverage? 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 â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved 24/7 Global News Coverage? ã July 7, 2005 terrorist bombs exploded in  London • All major broadcast and cable networks  reported the story within 25 minutes • Technical communication breakdown  warning of tsunami lead to the death of  thousands • Demonstrates fragility of modern  communications McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved The Communication Process Figure 1-1: Elements of the Communication Process McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Eight Elements of the Communication Process • Source • Encoding • Message • Channel McGrawưHill ã Decoding ã Receiver ã Feedback ã Noise â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Communication Settings • Interpersonal Communication • Machine­Assisted Interpersonal  Communication • Mass Communication McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Communication Settings • Interpersonal Communication  – Individual or groups – Physical presence required – Encodingisaoneưstepprocess Varietyofchannels Messageshardforreceivertoterminate McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Communication Settings ã Interpersonal Communication  (cont) – Little or no expense – Messages generally private – Message can pinpoint specific targets – Immediate feedback McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Communication Settings Machine­Assisted Interpersonal Communication SOURCE  ­­ machine ­­  RECEIVER McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Communication Settings ã MachineưAssistedCommunication Sourceandreceiver ã Maybeindividualsorgroups • May be a machine such as ATM – Feedback  • Immediate or delayed • May be impossible  – Messages  • Customizability varies • Private or public • Inexpensive to send  McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Communication Settings • Machine­Assisted Communication – Encoding can be simple to complex • Source:  thoughts  words or symbols • Machines: encode message for transmission – Channel options restricted Decodingsimilartoencoding ã Machines:electricalenergylightpatterns ã Receiver:wordsorsymbolsthoughts McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Communication Settings Mass Communication … occurs when a complex organization, with machine aid, produces and transmits public messages to large, heterogeneous and scattered audiences McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Communication Settings ã Mass Communication – Pre­Internet: Source is a structured organization – Internet: Source can be one person – Sender gets little audience information – Encoding a multi­stage process – Channelinvolvesmachines Messagesarepublicandimpersonal Effectivefeedbackdifficult McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Communication Settings ã Mass communication  audiences – Large  – Heterogeneous – Geographically diversified – Individually anonymous – Self­defined McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Communication Settings Table 1-1: Differences in Communication Settings McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Traditional Mass Media Organizations ã Complex,formalorganizations • Multiple gatekeepers • Need lots of money to operate • Exist to make a profit • Highly competitive McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Traditional Mass Media Organizations Table 1-2: Global Media Giants McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved The Internet and Mass Communication • Websites – Affordable and producible by individual – Bypass gatekeepers – Creativity reigns – Low start­up and maintenance costs – May or may not exist for profit – Audience competition not always factor McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved The Internet and Mass Communication Figure 1-2: Traditional Mass Communication Model McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved The Internet and Mass Communication Figure 1-3: Internet Mass Communication Model McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Mass Media Segmentation • Audience lifestyles more fragmented • Individual segments can be large • Emerging trends: – Convergence (coming together) • Corporate • Operational • Device – Disintermediation (eliminating the middleman) – Increasing audience control – Media mobility McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved  ...The Nature and History of Mass Communication McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Chapter Chapter Outline Communication:   Mass? ?and Other Forms McGraw­Hill... © 2007 The McGraw­Hill Companies, Inc. All Rights reserved The Internet and Mass Communication Figure 1- 2: Traditional Mass Communication Model McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved The Internet and Mass Communication. .. McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved The Communication Process Figure 1- 1: Elements of the Communication Process McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved