Communication
An Introduction
What is communication?
?The process of sending and receiving messages and is both verbal and nonverbal (Fujishin)
?“a process by which information is exchanged between individuals through a common system of symbols, signs, or behavior” (Webster’s Dictionary)?the process of acting on information; it is a transactive process where messages are sent and received simultaneously; It is the way in which we make sense out of the world in which we live (Beebe & Masterson)
Linear model of communication process
?Generalizing communication
process
?Providing different
viewpoints from which to
investigate mass
communication
?Implying the presence of a
communicator and a
purposive message
(Lasswell,1948)
Linear model of communication process Information
Source Transmitter Receiver
Destination Noise
Source
Message
Signal Received Signal Message (Shannon and Weaver 1949)
· With engineering and mathematical background
· Seeing communication as the transmission of messages
· Noticing the important factor “noise” in the process of communication
Network Communication Model
Encode
r Interpreter
Decode
r
Decoder
Interpreter
Encoder Message
Message
(Schramm 1954)
?Realizing differences between the intention of sender and the reception of receiver.
?Seeing feedback and the continuous “loop” of shared information.
Levels of communication
?Intra-personal communication ?Inter-personal communication ?Group communication
?Organizational communication ?Mass communication
Defining mass communication
Mass communication is a process in which professional communicators design and use
media to disseminate messages widely, rapidly,
and continuously in order to arouse intended
meanings in large, diverse, and selectively
attending audiences in attempts to influence them in a variety of ways.
(DeFleur and Dennis)
Communication research methods
?Qualitative research methods
(e.g. focus group, field observation,
intensive interviews, and case study)
?Quantitative research methods
(e.g. survey research, content analysis,
experimental design)
Internet source
www.wimmerdominick .com
Qualitative research methods
?Focus group: an interview
conducted with 6-12 subjects
simultaneously and a moderator
who leads a discussion about a
specific topic.
?Field observation: a study of a
phenomenon in a natural setting
Qualitative research methods
?Intensive interview: the
one-on-one personal
interview.
?Case study: a study that uses multiple sources of data to examine many characteristics of a single subject (e.g., a newspaper, a television station, ad agency)
Quantitative Research methods
?Survey research: the study of a portion or sample of
a specific “population”(e.g. magazine subscribers,
newspaper readers, television viewers) by using the
technique of questionnaires.
?CATI:computer-assistant
telephone interviewing; video
display terminals are used by
interviewers to present
questions and enter responses
Quantitative Research methods
?Content analysis: a systematic
method of analyzing message
content.
?Experimental design: the classic method of dealing with questions of causality. An experiment involves the control or manipulation of a variable by the
experimenter and an observation or measurement of the result in an objective and systematic way.
Chapter 1
Research as a Basis
for Understanding Mass Communication
Selection criteria for the milestones
?Some combination of multiple criteria
?Historical
?Theoretical
?Methodological
?Overall scope
?Historical context
?Sponsorship
Mass Society Theory
?Mass society is not indicated by the number of people but refers to the industrial, urban and
modern society, which is distinctively different from the traditional society in terms of
relationships among its members.
?To understand the concept of mass society, we need to look at the traditional society.
The Traditional Society
?Dominated by agricultural production, with people rooted to the land;
?Self-sufficient, people produce for own use;
?Individual artisans and craftsmen were complete producers, responsible for buying
materials, producing and selling the products.
Each person was doing the work of several
companies today.
The Traditional Society
?Human relationships were marked by strong ties of the family, kinship and loyalty to local
rulers, or deeply established beliefs, customs
and traditions.
?Communication was a matter of word-of-mouth.
Books were printed but were for the elite.
The Master Trends
?By end of 18th Century, major changes taking place in traditional society. Three trends…
?Industrialization
?Urbanization
?Modernization
?Each had profound influence on…
?social relationships
?material culture
?social norms, and
?Thought ways of individuals
Contemporary Society as “Mass Society”
?“Mass society” emerges when the following takes place… (see Lowery p. 11-12)
?1) Social differentiation in the society increases.
?2) Effectiveness of informal social controls
erodes as traditional norms and values decline
?3) The use of formal social controls increases.
?4) Conflicts increase because of social
differences between people .
?5) Open and easy communication becomes more
difficult.
?6) Because of these, people become more
dependent on mass communication for
information.
Audio: How you gonna keep’ em down on the farm after they've seen Paree?
?This song was written by Joe
Young and Sam M. Lewis with
music by Walter Donaldson, and
was published in 1918.
?It reflected that the moral norms of
the traditional American way of life
seemed to be deteriorating, being
placed by looser and looser
standards after the World War I.
Click here to listen
to this song
Communication An Introduction
What is communication? ?The process of sending and receiving messages and is both verbal and nonverbal (Fujishin) ?“a process by which information is exchanged between individuals through a common system of symbols, signs, or behavior” (Webster’s Dictionary)?the process of acting on information; it is a transactive process where messages are sent and received simultaneously; It is the way in which we make sense out of the world in which we live (Beebe & Masterson)
Linear model of communication process ?Generalizing communication process ?Providing different viewpoints from which to investigate mass communication ?Implying the presence of a communicator and a purposive message (Lasswell,1948)
精品教学课件设计| Excellent teaching plan 第八章传播制度与媒介规范理论 1、 2、 3、 4、 5、 6、 7、 8、传播制度的概念 国家和政府的政治控制 利益群体和经济势力的控制 广大受众的社会监督控制 极权主义制度下的媒介规范理论 资本主义制度下的媒介规范理论 社会主义制度下的媒介规范理论 发展中国家的媒介规范理论 传播制度的概念 传播制度是社会制度中对大众传播活动直接或间接地起着制约和控制作用的部分。包括： 与政府的关系;
与社会群体以及广大受众的关系； 既包括言论出版的自由与权利问题，也包括言论出版者所应承担的责任和义务问题。 一句话，传播制度体现了全部社会结构和社会关系的复杂性。 利益群体和经济势力的控制 在我国社会主义制度下，社会各阶层、政党或团体都拥有创办自己的媒介的平等权利。这些社会群体能够通过自己的媒介来维护自身的利益，传播自己的主张，参与国家的政治、经济、文化和社会生活，作为能动的主体在我国的大众传播事业中起着重要的作用。如老年、妇女、农民等等 在资本主义制度下，传播媒介的控制权主要掌握在垄断资本手中，一般社会群体的传播权利是不能得到保障的。这种垄断控制常常比任何政府机构所起的作用更大。 广大受众的社会监督控制 广大受众对传播媒介的活动拥有进行社会监督的正当权利，有四种方式： 1、个人的信息反馈。（意见、建议、批评或抗议） 2、结成受众团体，以群体运作方式对媒介活动施加影响。如工会 3、诉诸于法律手段。（名誉权、隐私权） 精品教学课件设计| Excellent teaching plan 4、通过影响媒介的销售市场来制约媒介活动。（如BBS传播可影响发行量或销售量） 国家和政府的政治控制 国家和政府的政治控制是为了保障媒介活动为国家制度、意识形态以及各种国家目标的实现服务。