Module 2: Communication and Society De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

What Is Communication? from Latin word commūnicāre, meaning "to share“ is the activity of conveying information may be intentional or unintentional De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Human Communication A variety of verbal and non-verbal means of communicating exists such as body language, eye contact, sign language, haptic communication, chronemics, and media such as pictures, graphics, sound, and writing. De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Types of Human Communication: Non- Verbal Form Oral or Verbal Business Communication De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Effective Communication Occurs when a desired effect is the result of intentional or unintentional information sharing, which is interpreted between multiple entities and acted on in a desired way. De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Barriers of Effective Human Communication Physical System Design Attitudinal Ambiguity of words/phrases Individual linguistic ability Physiological Presentation of Information De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Nonhuman Communication Includes cell signaling, cellular communication, and chemical transmissions between primitive organisms like bacteria and within the plant and fungal kingdoms Information exchange between primitive living creatures De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Communication Cycle introduced by Claude Shannon and Warren Weaver for Bell Laboratories in 1949 primary parts: sender, channel, and receiver De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

3 Levels of Semiotic Rules Syntactic formal properties of signs and symbols Pragmatic concerned with the relations between signs/expressions and their users Semantic study of relationships between signs and symbols and what they represent De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Elements Of The Study An information source, which produces a message. A transmitter, which encodes the message into signals A channel, to which signals are adapted for transmission A receiver, which 'decodes' (reconstructs) the message from the signal. A destination, where the message arrives. De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Three Levels of Problems for Communication  According to Shannon and Weaver: The technical problem: how accurately can the message be transmitted? The semantic problem: how precisely is the meaning 'conveyed'? The effectiveness problem: how effectively does the received meaning affect behavior? De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Communication Noises Noise is interference with the decoding of messages sent over a channel by an encoder. De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Types Of Communication Noises: 1. Environmental 2. Physiological Impairment 3. Semantic 4. Syntactical 5. Organizational 6. Cultural 7. Psychological De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Mass Media & Mass Communication De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Types of Communication Process: Intrapersonal Interpersonal Mass Communication De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Mass Media Mass Communication - are diversified media technologies that are intended to reach a large audience by mass communication. Mass Communication -  is the study of how individuals and entities relay information through mass media to large segments of the population at the same time. De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Characteristics of Mass Communication : 1. A message is sent out on some form of mass communication system ( Internet, print or broadcast) 2. Message is delivered rapidly. 3. The message reaches large groups of different kinds of people simultaneously within short period of time. De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Mass Media : Books Newspapers Magazines Recordings Radio Movies Television Internet De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

3 Key Concepts About Mass Media : The mass media are profit centered businesses Technological developments change the way mass media are delivered and consumed Mass media both affect and reflect politics, society and culture De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

#Question: Why Do You Think Mass- Media are Profit Centered Businesses ??? De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Concentration of Ownership - This is the current trend of large companies buying smaller companies so that fewer companies own more types of media business. De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

4 Forms of Media Ownership: Chains Broadcast Networks Conglomerates Vertical Integration De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Convergence - The melding of the communications, computer and electronic industries. Also used to describe the economic alignment of the various media companies with each other to take advantage of technological advancements. De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Why Media Properties Converge? Newspapers and broadcast properties are attractive investments. Newspapers and broadcast stations are commodities. Newspapers and broadcast stations have gone through cycle of family ownership. Newspapers and broadcast stations are easier business to buy than to create. Introduction of new technologies like Internet changed the economics of all media industries. (1990) Economic downturn that began 2007 affected newspapers especially hard. De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department