1. Decoding The decoding process is the opposite of the encoding process. it consists of activities that translate or interpret physical messages into a form that has eventual meaning for a receiver. As you read these lines,you are decoding a message.If you are playing the radio while decoding these lines, you are decoding two messages simultaneously——one aural,one visual. Both humans and machines can be thought of as decoders.

2. A single communication event can involve many stages of decoding. A reporter sits in on a city council meeting and takes notes (decoding); he or she phones in a story to the rewrite desk where another reporter types the story as it is read (decoding) Eventually it is printed and read by the audience (decoding). what we said earlier about encoding also applies to decode. A single communication event can involve many stages of decoding. A reporter sits in on a city council meeting and takes notes (decoding); he or she phones in a story to the rewrite desk where another reporter types the story as it is read (decoding) Eventually it is printed and read by the audience (decoding). what we said earlier about encoding also applies to decode.

3. Receiver The receiver is the target of the message ——it’s ultimate goal. The receiver can be a single person, a group,an institution, or even a large anonymous collection of people. In today’s environment, people are more often the receivers of communication message than the source. The receiver is the target of the message ——it’s ultimate goal. The receiver can be a single person, a group,an institution, or even a large anonymous collection of people. In today’s environment, people are more often the receivers of communication message than the source. It should also be clear that in some situations the source and receiver can be in each other’s immediate presence, while in other situations they can be separated by both space and time. It should also be clear that in some situations the source and receiver can be in each other’s immediate presence, while in other situations they can be separated by both space and time.

4. Feedback Feedback refers to those responses of the receiver that shape and alter the subsequent message of the resource. Feedback refers to those responses of the receiver that shape and alter the subsequent message of the resource. Feedback represents a reversal of the flow of communication. The original source becomes the receiver ;the original receiver becomes the new source. Feedback represents a reversal of the flow of communication. The original source becomes the receiver ;the original receiver becomes the new source. Communication scholars have traditionally Communication scholars have traditionally

5. identified two different kinds of feedback — positive and negative. In general terms,positive feedback from the receiver usually encourages the communication behavior in process ;negative identified two different kinds of feedback — positive and negative. In general terms,positive feedback from the receiver usually encourages the communication behavior in process ;negative feedback usually attempts to change the communication or even to terminate it. feedback usually attempts to change the communication or even to terminate it. Feedback can be immediate or delayed. Immediate feedback occurs when the reactions of the receiver are directly perceived by the source. A speech maker who hears the audience boo and hiss while he or she is talking is getting immediate feedback. On the other hand,suppose you just listened to the latest CD by a popular group and decided it wasn’t good.TO communicate Feedback can be immediate or delayed. Immediate feedback occurs when the reactions of the receiver are directly perceived by the source. A speech maker who hears the audience boo and hiss while he or she is talking is getting immediate feedback. On the other hand,suppose you just listened to the latest CD by a popular group and decided it wasn’t good.TO communicate

6. that evaluation to the the source,you would first have to find out the company that distributed the CD,find a mailing address,phone number,e-mail address,or website address. You would then have to send your feedback via the appropriate channel. If you got your message through to the company, it would still have to be passed on to the group,a process that might take several days or even longer. that evaluation to the the source,you would first have to find out the company that distributed the CD,find a mailing address,phone number,e-mail address,or website address. You would then have to send your feedback via the appropriate channel. If you got your message through to the company, it would still have to be passed on to the group,a process that might take several days or even longer.

7. Noise Communication scholars define noise as anything that interferes with the delivery of the message.A little noise might pass unnoticed, while too much noise might prevent the message from reaching its destination in the first place. There are at least three different types of noise :semantic,mechanical, and environmental. Communication scholars define noise as anything that interferes with the delivery of the message.A little noise might pass unnoticed, while too much noise might prevent the message from reaching its destination in the first place. There are at least three different types of noise :semantic,mechanical, and environmental.

8. Semantic noise occurs when different people have different meanings for different words and phrases. Semantic noise occurs when different people have different meanings for different words and phrases. for example,once upon a time,there were a bachelor and an old unmarried girl, who were eager to marry as early as possible. The bachelor has no a nose, and the old unmarried girl has a impaired mouth. The match maker told the bachelor that the old unmarried girl was very pretty by and large, but nonetheless “ her mouth” was not good. for example,once upon a time,there were a bachelor and an old unmarried girl, who were eager to marry as early as possible. The bachelor has no a nose, and the old unmarried girl has a impaired mouth. The match maker told the bachelor that the old unmarried girl was very pretty by and large, but nonetheless “ her mouth” was not good.

9. After listening to the match maker,the bachelor told her, it doesn’t matter that the girl’s mouth was not good beautiful, because his nose was not beautiful either. And the match maker told the girl that the bachelor has nothing “under the eye”. In like manner, the girl took it for granted that the bachelor was poor,after all, if they marry, all will change. After listening to the match maker,the bachelor told her, it doesn’t matter that the girl’s mouth was not good beautiful, because his nose was not beautiful either. And the match maker told the girl that the bachelor has nothing “under the eye”. In like manner, the girl took it for granted that the bachelor was poor,after all, if they marry, all will change. In the end,both the bachelor and the unmarried old girl met in a day,they were so surprised each other that they can’t In the end,both the bachelor and the unmarried old girl met in a day,they were so surprised each other that they can’t believe each other. believe each other.

10. Because they found out that the bachelor had not a nose,and the bachelor also found out that the girl’s mouth was so ugly that he wasn’t like a humankind. Because they found out that the bachelor had not a nose,and the bachelor also found out that the girl’s mouth was so ugly that he wasn’t like a humankind.

11. Noise can also be mechanical.This type noise occurs when there is a problem with a machine that is being used to assist communication. Noise can also be mechanical.This type noise occurs when there is a problem with a machine that is being used to assist communication. A third form of noise can be called environmental.This type refers to sources of noise that are external to the communication process but that nonetheless interfere with it. A third form of noise can be called environmental.This type refers to sources of noise that are external to the communication process but that nonetheless interfere with it.

12. As noise increases,message fidelity (how closely the message that is sent resembles the message that is received )goes down. As noise increases,message fidelity (how closely the message that is sent resembles the message that is received )goes down. clearly,feedback is important in reducing the effects of the noise.The greater the potential for immediate feedback —that is,the more interplay between source and receiver—the greater the chance that semantic noise will be overcome. clearly,feedback is important in reducing the effects of the noise.The greater the potential for immediate feedback —that is,the more interplay between source and receiver—the greater the chance that semantic noise will be overcome.

13. machine-assisted interpersonal communication Machine-assisted interpersonal communication (or technology- assisted communication) combines the characteristics of both the interpersonal and mass communication situations. Furthermore,the growth of the Internet and the world wide web has further blurred the boundaries between these two types of communication. This section concentrates on those situations that are closer to the internet have redefined many of the features of mass communication. Machine-assisted interpersonal communication (or technology- assisted communication) combines the characteristics of both the interpersonal and mass communication situations. Furthermore,the growth of the Internet and the world wide web has further blurred the boundaries between these two types of communication. This section concentrates on those situations that are closer to the internet have redefined many of the features of mass communication.

14. In the machine-assisted setting,one or more people are communicating by means of a mechanical device (or devices) with one or more receivers In the machine-assisted setting,one or more people are communicating by means of a mechanical device (or devices) with one or more receivers One of the important characteristics of machine- assisted interpersonal communication is that allows the source and receiver to be separated by time and space. One of the important characteristics of machine- assisted interpersonal communication is that allows the source and receiver to be separated by time and space.

15. A tremendous variety of modern communication falls into this category.here are some diverse examples of machine-assisted communication. A tremendous variety of modern communication falls into this category.here are some diverse examples of machine-assisted communication. 1.E-mail allows people to send messages across the country in a matter of minutes. 1.E-mail allows people to send messages across the country in a matter of minutes. 2.People get money out of automatic teller machines by inserting a magnetic card and following the machines’ instruction. 2.People get money out of automatic teller machines by inserting a magnetic card and following the machines’ instruction.

16. 3.Chat rooms and newsgroups on the internet allow individuals to communicate by typing messages to their computer for all to see. 3.Chat rooms and newsgroups on the internet allow individuals to communicate by typing messages to their computer for all to see. 4.An inventor in Philadelphia has perfected the Lawn Buddy message machine in which a five-inch tall animal arise from a flowerpot and asks a visitor to leave a message. 4.An inventor in Philadelphia has perfected the Lawn Buddy message machine in which a five-inch tall animal arise from a flowerpot and asks a visitor to leave a message.

17. The source in the machine-assisted situation is easy to identify in some instants,harder in others.the person on the other end of the phone,the person who wrote the letter, the person at the computer –all of these are fairly easy examples. The source in the machine-assisted situation is easy to identify in some instants,harder in others.the person on the other end of the phone,the person who wrote the letter, the person at the computer –all of these are fairly easy examples. But what about the messages from automatic teller machines? In this example,the source of the message is the human being or beings who actually programmed the device in the first place. But what about the messages from automatic teller machines? In this example,the source of the message is the human being or beings who actually programmed the device in the first place.

18. to sum up, the source in the machine-assisted setting can be a single person or group of person. the source may or may not have firsthand knowledge of the receiver. to sum up, the source in the machine-assisted setting can be a single person or group of person. the source may or may not have firsthand knowledge of the receiver. Encoding can also take several forms in this setting.It might be as complicated as writing Encoding can also take several forms in this setting.It might be as complicated as writing as a computer program or as speaking into a telephone. as a computer program or as speaking into a telephone.

19. There are at least two separate stages of encoding in machine- assisted communication. The first involves the source translating his or her thoughts into words or other appropriate symbols,while the second occurs when the machine encodes the message for transmission or storage. Thus when you are typing a term paper the first encoding stage occurs, when you form your thoughts into words and sentences. There are at least two separate stages of encoding in machine- assisted communication. The first involves the source translating his or her thoughts into words or other appropriate symbols,while the second occurs when the machine encodes the message for transmission or storage. Thus when you are typing a term paper the first encoding stage occurs, when you form your thoughts into words and sentences.

20. The second stage occurs as your fingers fly over the keyboard to produce a permanent message The second stage occurs as your fingers fly over the keyboard to produce a permanent message Channels are more restricted in machine-assisted communication. whereas interpersonal communication can make use of several channels,machine-assisted settings generally restrict the message to one or two. The telephone relies on sound waves and electrical energy. Channels are more restricted in machine-assisted communication. whereas interpersonal communication can make use of several channels,machine-assisted settings generally restrict the message to one or two. The telephone relies on sound waves and electrical energy.

21. A written document uses light rays to convey the message.Machine-assisted interpersonal communication has at least one machine interposed between source and receiver. A written document uses light rays to convey the message.Machine-assisted interpersonal communication has at least one machine interposed between source and receiver. Messages vary widely in machine-assisted communication. They can range from message that can be altered and tailor –made for the receiver, Messages vary widely in machine-assisted communication. They can range from message that can be altered and tailor –made for the receiver,

22. as is the case with e-mail to a small number of predetermined message that cannot be altered once they are encoded. as is the case with e-mail to a small number of predetermined message that cannot be altered once they are encoded. Message can be either private or public,depending on the circumstances. A letter,a phone call,or personal e-mail are examples of the private machine-assisted messages. Message can be either private or public,depending on the circumstances. A letter,a phone call,or personal e-mail are examples of the private machine-assisted messages.

23. A sound truck broadcasting an lection –day message,a person handing out pamphlets, a poster nailed to a telephone pole are all examples of public messages.The ease with which the messages can be terminated is also variable but, by and large,people need little effort to end communication, Throwing away the pamphlet, hanging up the phone, closing your window to avoid the sound truck are accomplished with ease. A sound truck broadcasting an lection –day message,a person handing out pamphlets, a poster nailed to a telephone pole are all examples of public messages.The ease with which the messages can be terminated is also variable but, by and large,people need little effort to end communication, Throwing away the pamphlet, hanging up the phone, closing your window to avoid the sound truck are accomplished with ease.

24. Walking out on a speaker while he or she is at the microphone is a little harder, but the interposition of a machine between source and receiver tends to increase what we might call the psychological distance between those two elements. Walking out on a speaker while he or she is at the microphone is a little harder, but the interposition of a machine between source and receiver tends to increase what we might call the psychological distance between those two elements. Decoding in machine-assisted communication can go through one or more stages,similar to the encoding process. Reading a letter requires a single phase of decoding.Reading e-mail requires two phase: one for the computer to decode the electrical the patters into words or symbols that have meaning. Decoding in machine-assisted communication can go through one or more stages,similar to the encoding process. Reading a letter requires a single phase of decoding.Reading e-mail requires two phase: one for the computer to decode the electrical the patters into words or symbols that have meaning.

25. The receiver in the machine-assisted setting can be a single person or a small or large group. The receivers can be in the physical presence of the source or out of physical view. The receivers can be selected by the source,as would be the case for a letter or a telephone call,or they can self –select themselves into the audience,as would happen if you took a pamphlet from a person on a street corner. The receiver in the machine-assisted setting can be a single person or a small or large group. The receivers can be in the physical presence of the source or out of physical view. The receivers can be selected by the source,as would be the case for a letter or a telephone call,or they can self –select themselves into the audience,as would happen if you took a pamphlet from a person on a street corner.

26. Feedback can be immediate or delayed. when the source and receiver are in close proximity,feedback will be immediate.The speaker at a political convention will hear the applause immediately.If the source and the receiver are separated by geography,feedback may or may not be immediate. Feedback can be immediate or delayed. when the source and receiver are in close proximity,feedback will be immediate.The speaker at a political convention will hear the applause immediately.If the source and the receiver are separated by geography,feedback may or may not be immediate.

27. writing a letter,leaving a message on an answering machine, and inserting your plastics card into an automated teller machine and having it disappear without a sound are examples of situations. In which feedback would be delayed, if it occurred at all. The person who plays back the tape on the answering machine may not want to call back, the letter may nor be answered, and so on. writing a letter,leaving a message on an answering machine, and inserting your plastics card into an automated teller machine and having it disappear without a sound are examples of situations. In which feedback would be delayed, if it occurred at all. The person who plays back the tape on the answering machine may not want to call back, the letter may nor be answered, and so on. The extent of possible feedback depends on the circumstance. The extent of possible feedback depends on the circumstance.

28. Although some circumstances allow for a great deal of feedback (the speaker at the political rally can see and hear the audience react) it is never as abundant as it is in the interpersonal setting.In an interpersonal setting it might be possible for the speaker to seek out reactions from some or perhaps may not have that opportunity.In other situation,feedback is limited.In a telephone conversation feedback is limited to the audio channel. Although some circumstances allow for a great deal of feedback (the speaker at the political rally can see and hear the audience react) it is never as abundant as it is in the interpersonal setting.In an interpersonal setting it might be possible for the speaker to seek out reactions from some or perhaps may not have that opportunity.In other situation,feedback is limited.In a telephone conversation feedback is limited to the audio channel.

29. Feedback in the form of writing communication is limited to the visual channel. Sometimes feedback is difficult or even impossible.If the automatic teller gives you a coded message that says “insufficient funds” you cannot tell it “ well,I just made a deposit this morning.Look it up.” Feedback in the form of writing communication is limited to the visual channel. Sometimes feedback is difficult or even impossible.If the automatic teller gives you a coded message that says “insufficient funds” you cannot tell it “ well,I just made a deposit this morning.Look it up.”

30. Noise in machine –assisted communication can be semantic or environmental,as in interpersonal communication, but it can also be mechanical, since interference with the message might be due in part to difficulties with the machine involved. Noise in machine –assisted communication can be semantic or environmental,as in interpersonal communication, but it can also be mechanical, since interference with the message might be due in part to difficulties with the machine involved.

31. Shenzhou V-II spacecraft launch sucessfully China launched its third manned spacecraft on Thursday with three astronauts on board to attempt the country's first-ever space walk. The spaceship Shenzhou VII blasted off on a Long March II-F carrier rocket from the Jiuquan Satellite Launch Center in the northwestern Gansu Province at 9:10 pm. China launched its third manned spacecraft on Thursday with three astronauts on board to attempt the country's first-ever space walk. The spaceship Shenzhou VII blasted off on a Long March II-F carrier rocket from the Jiuquan Satellite Launch Center in the northwestern Gansu Province at 9:10 pm.

32. The news English tanslations 1. 机器辅助的人际传播兼有人际传播 和大众传播情景的特点。此外，因特 网及万维网的发展进一步模糊了这两 种类型的界限。 1. 机器辅助的人际传播兼有人际传播 和大众传播情景的特点。此外，因特 网及万维网的发展进一步模糊了这两 种类型的界限。 2 、大众传播指的是一个复杂的组织 通过一个或更多的机器的帮助 ，生产 和传递公共讯息的过程，这些讯息被 送到庞大的，异质的及分散的受众那 儿。 2 、大众传播指的是一个复杂的组织 通过一个或更多的机器的帮助 ，生产 和传递公共讯息的过程，这些讯息被 送到庞大的，异质的及分散的受众那 儿。 3 、 编码指的是信源把观念及想法转 变成一种感官可以察觉的形式的活动。 在一个传播环境中的编码可以一次或 多次发生。一些人与其他的人相比是 更好的编码者。 3 、 编码指的是信源把观念及想法转 变成一种感官可以察觉的形式的活动。 在一个传播环境中的编码可以一次或 多次发生。一些人与其他的人相比是 更好的编码者。

33. 4 、在某些情况下，信源与接受 者可以同时出现，而在另一些情 况下，他们可能被时间及空间分 隔开。 4 、在某些情况下，信源与接受 者可以同时出现，而在另一些情 况下，他们可能被时间及空间分 隔开。 5 、大众传播的受众是一个巨大 的受众群，其人数有时可以到达 上百万，其次，这种受众是异质 的，也就是说，它是由不相似的 群体组成的，这些群体可能在年 龄、智力、政治信仰、种族背景 等方面不相同。 5 、大众传播的受众是一个巨大 的受众群，其人数有时可以到达 上百万，其次，这种受众是异质 的，也就是说，它是由不相似的 群体组成的，这些群体可能在年 龄、智力、政治信仰、种族背景 等方面不相同。

34. 6 、 正如我们已经注意到的，昂 贵的创办及运转费用并不是网站 的特征，并且，那种代表着传统 媒介角色的所有权的集中在网络 上也不存在。 6 、 正如我们已经注意到的，昂 贵的创办及运转费用并不是网站 的特征，并且，那种代表着传统 媒介角色的所有权的集中在网络 上也不存在。 7 、噪音被定义为任何干扰讯息 传送的东西，少许噪音可能不被 注意地通过，但过多的噪音就可 能阻止讯息到达它的目的地，至 少存在着三种不同的噪音：语义 的、机械的、以及环境的。 7 、噪音被定义为任何干扰讯息 传送的东西，少许噪音可能不被 注意地通过，但过多的噪音就可 能阻止讯息到达它的目的地，至 少存在着三种不同的噪音：语义 的、机械的、以及环境的。

35. 8 、 反馈代表的是一种反向流动， 原来的信源随后变成了接受者； 原来的接受者变成了新的信源。 8 、 反馈代表的是一种反向流动， 原来的信源随后变成了接受者； 原来的接受者变成了新的信源。

36. Mass communication Mass communication refers to the process by which a complex organization with the aid of one or more machines produces and transmits. Mass communication refers to the process by which a complex organization with the aid of one or more machines produces and transmits. The dividing line between machine- assisted interpersonal communication and mass communication is not a distinct one. The dividing line between machine- assisted interpersonal communication and mass communication is not a distinct one. The line is even less distinct when the internet and the world wide web are considered. The line is even less distinct when the internet and the world wide web are considered.

37. Take an e-mail message,for example. it can be addressed to one person, much like machine-assisted interpersonal communication, or take the case of a chat room where one person might be communicating with dozens of others. Take an e-mail message,for example. it can be addressed to one person, much like machine-assisted interpersonal communication, or take the case of a chat room where one person might be communicating with dozens of others. Until the advent of the internet and the web,the source in the traditional mass communication situation was typically a group of individuals who acted in predetermined roles in an organizational setting. Until the advent of the internet and the web,the source in the traditional mass communication situation was typically a group of individuals who acted in predetermined roles in an organizational setting.

38. In other words,mass communication was the end product of more than one’s efforts. for example, think about how a newspaper is put together. In other words,mass communication was the end product of more than one’s efforts. for example, think about how a newspaper is put together. As discussed in more detail below,the advent of the internet-based mass communication changes this situation.Thanks to the world wide web,one person can become a mass communicator. As discussed in more detail below,the advent of the internet-based mass communication changes this situation.Thanks to the world wide web,one person can become a mass communicator.

39. The full implication of this change may take some time to become clear. The full implication of this change may take some time to become clear. For both traditional and mass communication,the source usually has little detailed information about its particular audience. For both traditional and mass communication,the source usually has little detailed information about its particular audience. Encoding in mass communication is always a multistage process. Encoding in mass communication is always a multistage process.

40. Mass communication channels are characterized by the imposition of at least one,and usually more than one,machine in the process of sending the message. these machines translate from one channel to another. television makes use of complicated devices that transform light energy into electrical energy and back again. Mass communication channels are characterized by the imposition of at least one,and usually more than one,machine in the process of sending the message. these machines translate from one channel to another. television makes use of complicated devices that transform light energy into electrical energy and back again.

41. Unlike the interpersonal communication,in which many channels are available,mass communication is usually restricted to one or two. Unlike the interpersonal communication,in which many channels are available,mass communication is usually restricted to one or two. Message in mass communication are public. any who can afford the cost of a newspaper or a CD player or a TV can receive the message.Additionally,the same message is sent to all receivers. in a sense,mass communication Message in mass communication are public. any who can afford the cost of a newspaper or a CD player or a TV can receive the message.Additionally,the same message is sent to all receivers. in a sense,mass communication Is addressed to “whom it may concern”.Of all the various settings,message termination is easiest in mass communication. Is addressed to “whom it may concern”.Of all the various settings,message termination is easiest in mass communication.

42. The TV set goes dark at he flick of a switch,an audience timer can turn off the radio,the newspaper is quickly put aside.there is little the source can do prevent these sudden termination, other than bullying the audience. The TV set goes dark at he flick of a switch,an audience timer can turn off the radio,the newspaper is quickly put aside.there is little the source can do prevent these sudden termination, other than bullying the audience. Mass communication typically involves multiple decoding before the message is received. Mass communication typically involves multiple decoding before the message is received.

43. One the prime distinguishing characteristics of mass communication is the audience. the mass communication audience is a large one, sometimes numbering in the millions of people. the audience is also heterogeneous ;that is,it is made up of dissimilar groups who may differ in age,intelligence,political beliefs,ethnic backgrounds,and so on. even in situation where the mass communication audience is well defined, heterogeneity is still present. One the prime distinguishing characteristics of mass communication is the audience. the mass communication audience is a large one, sometimes numbering in the millions of people. the audience is also heterogeneous ;that is,it is made up of dissimilar groups who may differ in age,intelligence,political beliefs,ethnic backgrounds,and so on. even in situation where the mass communication audience is well defined, heterogeneity is still present.

44. Third,the audience is spread out over a wide geographic area, source and receiver are not in each other’s immediate physical presence. the large size of the audience and its geographic separation both contribute to a fourth distinguishing factor. the audience members are anonymous to one another. the person watching the “CBS evening News “is unaware of the several million Third,the audience is spread out over a wide geographic area, source and receiver are not in each other’s immediate physical presence. the large size of the audience and its geographic separation both contribute to a fourth distinguishing factor. the audience members are anonymous to one another. the person watching the “CBS evening News “is unaware of the several million

45. Others in the audience. lastly, in keeping with the idea of a public message,the audience in mass communication is self- defined. the receiver chooses which film to see,which paper to read,which website to visit,and which program to watch. if the receiver chooses not to attend to the message, the message is not received. Others in the audience. lastly, in keeping with the idea of a public message,the audience in mass communication is self- defined. the receiver chooses which film to see,which paper to read,which website to visit,and which program to watch. if the receiver chooses not to attend to the message, the message is not received.

46. Consequently,the various mass communication sources spend a great deal of time and effort to get your attention so that you will include yourself in the audience. feedback is another area there are differences between interpersonal and mass communication.the message flow in mass communication is typically one way from source to receiver, and feedback is more than in the interpersonal setting. the growing popularity of the internet and the world wide web has made feedback somewhat easier, but there are still situations where sending feedback to the source takes. Consequently,the various mass communication sources spend a great deal of time and effort to get your attention so that you will include yourself in the audience. feedback is another area there are differences between interpersonal and mass communication.the message flow in mass communication is typically one way from source to receiver, and feedback is more than in the interpersonal setting. the growing popularity of the internet and the world wide web has made feedback somewhat easier, but there are still situations where sending feedback to the source takes.

47. A great deal of the effort.suppose,for example,you were offended by the content of a TV program, you might call the station immediately. if you got through,you would probably be referred to the network （ along distance call for most) alternatively you could search for the network's website and find a place to post your comments. In any case you would not be sure how long it would take for your message to be read,and you would never know if it was read by anybody associated with the program. systematic,large A great deal of the effort.suppose,for example,you were offended by the content of a TV program, you might call the station immediately. if you got through,you would probably be referred to the network （ along distance call for most) alternatively you could search for the network's website and find a place to post your comments. In any case you would not be sure how long it would take for your message to be read,and you would never know if it was read by anybody associated with the program. systematic,large

48. -scale feedback gathered by media companies is even more delayed since it is typically gathered by an outside organization. -scale feedback gathered by media companies is even more delayed since it is typically gathered by an outside organization. Finally,the noise in the mass communication setting can be semantic,environmental,or mechanical. Finally,the noise in the mass communication setting can be semantic,environmental,or mechanical.

49. Nature of the mass communicator 1.mass communication is produced by complex and formal organization. 1.mass communication is produced by complex and formal organization. 2.mass communication organizations have multiple gatekeepers. 2.mass communication organizations have multiple gatekeepers. 3.mass communication organizations need a deal of money to produce. 3.mass communication organizations need a deal of money to produce. 4.mass communication organizations exist 4.mass communication organizations exist

50. To make a profit. To make a profit. 5. mass communication organizations are highly competitive. 5. mass communication organizations are highly competitive. Formal organizations Formal organizations Publishing a news paper or opereating a TV station requires control of money,management of personnel,coordination of activities,and Publishing a news paper or opereating a TV station requires control of money,management of personnel,coordination of activities,and

51. Application of authority.accomplishing all these tasks requires a well- defined organizational structure characterized by specialization,division of labor,and focused areas of responsibility. consequently,traditional mass communication will be the product of a bureaucracy.as in most bureacracies Application of authority.accomplishing all these tasks requires a well- defined organizational structure characterized by specialization,division of labor,and focused areas of responsibility. consequently,traditional mass communication will be the product of a bureaucracy.as in most bureacracies

52. ,decision making will be the product of a different levels of management,and channels of communication within the organization will be formalized,thus many of the decisions about what gets included in a newspaper or be in a TV program, for instance, will be the result of communication or group decisions.further,,decision making will be the product of a different levels of management,and channels of communication within the organization will be formalized,thus many of the decisions about what gets included in a newspaper or be in a TV program, for instance, will be the result of communication or group decisions.further,

53. Decisions will have to be made by several different individuals in ascending levels of the bureaucracy and communication will fellow predetermined and predictable patters within the organization. the result in end products that seldom resemble the original Decisions will have to be made by several different individuals in ascending levels of the bureaucracy and communication will fellow predetermined and predictable patters within the organization. the result in end products that seldom resemble the original Idea of the creator. Idea of the creator.

54. Gatekeepers Gatekeepers Obviously,gatekeepers abound in mass communications, the more the organizations the more gatekeepers will be found. Obviously,gatekeepers abound in mass communications, the more the organizations the more gatekeepers will be found. Operating expense Operating expense Once the organization is in operation,expenses are also sizable. Once the organization is in operation,expenses are also sizable. Media economics have contributed to another trend that made itself evident at the end of decade,consolidation of ownership.companies Media economics have contributed to another trend that made itself evident at the end of decade,consolidation of ownership.companies

55. That have strong financial resources are the likeliest to survive high operaing expense and are better able to compete in the marketplace. Consequently,by 2000 a number of global media giants had emerged to dominate the field. That have strong financial resources are the likeliest to survive high operaing expense and are better able to compete in the marketplace. Consequently,by 2000 a number of global media giants had emerged to dominate the field.

56. Competing for profits Competing for profits Since the audience is the source of profit,mass communication compete with one another as they attempt to attract the audience. this should come as no surprise to anyone who has ever watched television or passed a magazine stand. Since the audience is the source of profit,mass communication compete with one another as they attempt to attract the audience. this should come as no surprise to anyone who has ever watched television or passed a magazine stand.

57. Mass media symbiosis In biology,symbiosis is defined as the association of two organizations for mutual benefit.in mass media,the television and film industries demonstrate what we might call a form of symbiosis. the same companies produce works for both media,films that originally played in the theaters find their way to television in the videocassettes, over cable,and over network and local stations. In biology,symbiosis is defined as the association of two organizations for mutual benefit.in mass media,the television and film industries demonstrate what we might call a form of symbiosis. the same companies produce works for both media,films that originally played in the theaters find their way to television in the videocassettes, over cable,and over network and local stations.

58. The sound recording and radio industries demonstrate another symbiotic relationship.most radio stations depend on recording to fill their airtime,most records need airplay to sell. MTV demonstrates a three-way symbiosis : record companies use it as a promotional tool; MTV uses video supplied by the record companies as a programming source,and radio stations use MTV as a sounding board for new releases. The sound recording and radio industries demonstrate another symbiotic relationship.most radio stations depend on recording to fill their airtime,most records need airplay to sell. MTV demonstrates a three-way symbiosis : record companies use it as a promotional tool; MTV uses video supplied by the record companies as a programming source,and radio stations use MTV as a sounding board for new releases.

59. Some intermedia relationships have crossed traditional boundaries. many local newspapers also operate a local cable TV channel.TV networks,movie companies, and publishers operate websites that promote their products. newspapers use reporters and stories gathered for their print editions in their online versions. Some intermedia relationships have crossed traditional boundaries. many local newspapers also operate a local cable TV channel.TV networks,movie companies, and publishers operate websites that promote their products. newspapers use reporters and stories gathered for their print editions in their online versions.

60. disintermediation This rather ungraceful, tongue – twisting word refers to the process whereby access to product or a service is given directly to the consumer, thus eliminating the intermediary,or “middleman”,who might typically supply the product or service. the internet and the world wide web have created a ubiquitous and easily accessible network where buyers and sellers make This rather ungraceful, tongue – twisting word refers to the process whereby access to product or a service is given directly to the consumer, thus eliminating the intermediary,or “middleman”,who might typically supply the product or service. the internet and the world wide web have created a ubiquitous and easily accessible network where buyers and sellers make

61. Direct contact. the internet has already provided several examples of disintermediation. travels bypass travel agents and book airline tickets directly online,traders bypass brokers and purchase stocks directly online,consumers bypass salespeople and buy insurance online (some business have more fear to from disintermediation than others.) it is unlikely that consumers will bypass restaurant because of internet) Direct contact. the internet has already provided several examples of disintermediation. travels bypass travel agents and book airline tickets directly online,traders bypass brokers and purchase stocks directly online,consumers bypass salespeople and buy insurance online (some business have more fear to from disintermediation than others.) it is unlikely that consumers will bypass restaurant because of internet)

62. Disintermediation is of obvious concern to mass media organizations.those media that can easily be distributed over the internet are the first to feel its effects. Disintermediation is of obvious concern to mass media organizations.those media that can easily be distributed over the internet are the first to feel its effects. Other mass communication organizations,even though they may not have the immediate fears of the recording and publishing industries,will also have to face the implications of this phenomenon. for example,audience members can listen to radio on the web,local stations are no longer necessary.before long,movie fans will be able to Other mass communication organizations,even though they may not have the immediate fears of the recording and publishing industries,will also have to face the implications of this phenomenon. for example,audience members can listen to radio on the web,local stations are no longer necessary.before long,movie fans will be able to

63. Download current full –length films onto DVDs,will motion picture theatres become obsolete? Download current full –length films onto DVDs,will motion picture theatres become obsolete?

64. Final exam 1. Terminology explaination.(20) 1. Terminology explaination.(20) 2. Simple answer (40) 2. Simple answer (40) 3.demonstration(60) 3.demonstration(60)

65. And in 1979, the connections among our people were limited. Today, we see the curiosity of those ping-pong players manifested in the ties that are being forged across many sectors. The second highest number of foreign students in the United States come from China, and we've seen a 50 percent increase in the study of Chinese among our own students. There are nearly 200 "friendship cities" drawing our communities together. American and Chinese scientists cooperate on new research and discovery. And of course, Yao Ming is just one signal of our shared love of basketball -- I'm only sorry that I won't be able to see a Shanghai Sharks game while I'm visiting. And in 1979, the connections among our people were limited. Today, we see the curiosity of those ping-pong players manifested in the ties that are being forged across many sectors. The second highest number of foreign students in the United States come from China, and we've seen a 50 percent increase in the study of Chinese among our own students. There are nearly 200 "friendship cities" drawing our communities together. American and Chinese scientists cooperate on new research and discovery. And of course, Yao Ming is just one signal of our shared love of basketball -- I'm only sorry that I won't be able to see a Shanghai Sharks game while I'm visiting.

66. It is no coincidence that the relationship between our countries has accompanied a period of positive change. China has lifted hundreds of millions of people out of poverty -- an accomplishment unparalleled in human history -- while playing a larger role in global events. And the United States has seen our economy grow along with the standard of living enjoyed by our people, while bringing the Cold War to a successful conclusion. It is no coincidence that the relationship between our countries has accompanied a period of positive change. China has lifted hundreds of millions of people out of poverty -- an accomplishment unparalleled in human history -- while playing a larger role in global events. And the United States has seen our economy grow along with the standard of living enjoyed by our people, while bringing the Cold War to a successful conclusion.

67. There is a Chinese proverb: "Consider the past, and you shall know the future." Surely, we have known setbacks and challenges over the last 30 years. Our relationship has not been without disagreement and difficulty. But the notion that we must be adversaries is not predestined -- not when we consider the past. Indeed, because of our cooperation, both the United States and China are more prosperous and more secure. We have seen what is possible when we build upon our mutual interests, and engage on the basis of mutual respect. There is a Chinese proverb: "Consider the past, and you shall know the future." Surely, we have known setbacks and challenges over the last 30 years. Our relationship has not been without disagreement and difficulty. But the notion that we must be adversaries is not predestined -- not when we consider the past. Indeed, because of our cooperation, both the United States and China are more prosperous and more secure. We have seen what is possible when we build upon our mutual interests, and engage on the basis of mutual respect.

68. And yet the success of that engagement depends upon understanding -- on sustaining an open dialogue, and learning about one another and from one another. For just as that American table tennis player pointed out -- we share much in common as human beings, but our countries are different in certain ways. And yet the success of that engagement depends upon understanding -- on sustaining an open dialogue, and learning about one another and from one another. For just as that American table tennis player pointed out -- we share much in common as human beings, but our countries are different in certain ways.

69. I believe that each country must chart its own course. China is an ancient nation, with a deeply rooted culture. The United States, by comparison, is a young nation, whose culture is determined by the many different immigrants who have come to our shores, and by the founding documents that guide our democracy. I believe that each country must chart its own course. China is an ancient nation, with a deeply rooted culture. The United States, by comparison, is a young nation, whose culture is determined by the many different immigrants who have come to our shores, and by the founding documents that guide our democracy.

70. Those documents put forward a simple vision of human affairs, and they enshrine several core principles -- that all men and women are created equal, and possess certain fundamental rights; that government should reflect the will of the people and respond to their wishes; that commerce should be open, information freely accessible; and that laws, and not simply men, should guarantee the administration of justice. Those documents put forward a simple vision of human affairs, and they enshrine several core principles -- that all men and women are created equal, and possess certain fundamental rights; that government should reflect the will of the people and respond to their wishes; that commerce should be open, information freely accessible; and that laws, and not simply men, should guarantee the administration of justice.

71. Of course, the story of our nation is not without its difficult chapters. In many ways - - over many years -- we have struggled to advance the promise of these principles to all of our people, and to forge a more perfect union. We fought a very painful civil war, and freed a portion of our population from slavery. It took time for women to be extended the right to vote, workers to win the right to organize, and for immigrants from different corners of the globe to be fully embraced. Even after they were freed, African Americans persevered through conditions that were separate and not equal, before winning full and equal rights. Of course, the story of our nation is not without its difficult chapters. In many ways - - over many years -- we have struggled to advance the promise of these principles to all of our people, and to forge a more perfect union. We fought a very painful civil war, and freed a portion of our population from slavery. It took time for women to be extended the right to vote, workers to win the right to organize, and for immigrants from different corners of the globe to be fully embraced. Even after they were freed, African Americans persevered through conditions that were separate and not equal, before winning full and equal rights. None of this was easy. But we made progress because of our belief in those core principles, which have served as our compass through the darkest of storms. None of this was easy. But we made progress because of our belief in those core principles, which have served as our compass through the darkest of storms.

72. That is why Lincoln could stand up in the midst of civil war and declare it a struggle to see whether any nation, conceived in liberty, and "dedicated to the proposition that all men are created equal" could long endure. That is why Dr. Martin Luther King could stand on the steps of the Lincoln Memorial and ask that our nation live out the true meaning of its creed. That's why immigrants from China to Kenya could find a home on our shores; why opportunity is available to all who would work for it; and why someone like me, who less than 50 years ago would have had trouble voting in some parts of America, is now able to serve as its President. That is why Lincoln could stand up in the midst of civil war and declare it a struggle to see whether any nation, conceived in liberty, and "dedicated to the proposition that all men are created equal" could long endure. That is why Dr. Martin Luther King could stand on the steps of the Lincoln Memorial and ask that our nation live out the true meaning of its creed. That's why immigrants from China to Kenya could find a home on our shores; why opportunity is available to all who would work for it; and why someone like me, who less than 50 years ago would have had trouble voting in some parts of America, is now able to serve as its President.

73. And that is why America will always speak out for these core principles around the world. We do not seek to impose any system of government on any other nation, but we also don't believe that the principles that we stand for are unique to our nation. These freedoms of expression and worship -- of access to information and political participation -- we believe are universal rights. They should be available to all people, including ethnic and religious minorities -- And that is why America will always speak out for these core principles around the world. We do not seek to impose any system of government on any other nation, but we also don't believe that the principles that we stand for are unique to our nation. These freedoms of expression and worship -- of access to information and political participation -- we believe are universal rights. They should be available to all people, including ethnic and religious minorities --

74. whether they are in the United States, China, or any nation. Indeed, it is that respect for universal rights that guides America's openness to other countries; our respect for different cultures; our commitment to international law; and our faith in the future. whether they are in the United States, China, or any nation. Indeed, it is that respect for universal rights that guides America's openness to other countries; our respect for different cultures; our commitment to international law; and our faith in the future.

75. These are all things that you should know about America. I also know that we have much to learn about China. Looking around at this magnificent city -- and looking around this room -- I do believe that our nations hold something important in common, and that is a belief in the future. Neither the United States nor China is content to rest on our achievements. For while China is an ancient nation, you are also clearly looking ahead with confidence, ambition, and a commitment to see that tomorrow's generation can do better than today's. These are all things that you should know about America. I also know that we have much to learn about China. Looking around at this magnificent city -- and looking around this room -- I do believe that our nations hold something important in common, and that is a belief in the future. Neither the United States nor China is content to rest on our achievements. For while China is an ancient nation, you are also clearly looking ahead with confidence, ambition, and a commitment to see that tomorrow's generation can do better than today's.

76. In addition to your growing economy, we admire China's extraordinary commitment to science and research -- a commitment borne out in everything from the infrastructure you build to the technology you use. China is now the world's largest Internet user -- which is why we were so pleased to include the Internet as a part of today's event. This country now has the world's largest mobile phone network, and it is investing in the new forms of energy that can both sustain growth and combat climate change -- and I'm looking forward to deepening the partnership between the United States and China in this critical area tomorrow. But above all, I see China's future in you -- young people whose talent and dedication and dreams will do so much to help shape the 21st century. In addition to your growing economy, we admire China's extraordinary commitment to science and research -- a commitment borne out in everything from the infrastructure you build to the technology you use. China is now the world's largest Internet user -- which is why we were so pleased to include the Internet as a part of today's event. This country now has the world's largest mobile phone network, and it is investing in the new forms of energy that can both sustain growth and combat climate change -- and I'm looking forward to deepening the partnership between the United States and China in this critical area tomorrow. But above all, I see China's future in you -- young people whose talent and dedication and dreams will do so much to help shape the 21st century.

77. I've said many times that I believe that our world is now fundamentally interconnected. The jobs we do, the prosperity we build, the environment we protect, the security that we seek -- all of these things are shared. And given that interconnection, power in the 21st century is no longer a zero-sum game; one country's success need not come at the expense of another. And that is why the United States insists we do not seek to contain China's rise. On the contrary, we welcome China as a strong and prosperous and successful member of the community of nations -- a China that draws on the rights, strengths, and creativity of individual Chinese like you. I've said many times that I believe that our world is now fundamentally interconnected. The jobs we do, the prosperity we build, the environment we protect, the security that we seek -- all of these things are shared. And given that interconnection, power in the 21st century is no longer a zero-sum game; one country's success need not come at the expense of another. And that is why the United States insists we do not seek to contain China's rise. On the contrary, we welcome China as a strong and prosperous and successful member of the community of nations -- a China that draws on the rights, strengths, and creativity of individual Chinese like you.

78. To return to the proverb -- consider the past. We know that more is to be gained when great powers cooperate than when they collide. That is a lesson that human beings have learned time and again, and that is the example of the history between our nations. And I believe strongly that cooperation must go beyond our government. It must be rooted in our people -- in the studies we share, the business that we do, the knowledge that we gain, and even in the sports that we play. And these bridges must be built by young men and women just like you and your counterparts in America. To return to the proverb -- consider the past. We know that more is to be gained when great powers cooperate than when they collide. That is a lesson that human beings have learned time and again, and that is the example of the history between our nations. And I believe strongly that cooperation must go beyond our government. It must be rooted in our people -- in the studies we share, the business that we do, the knowledge that we gain, and even in the sports that we play. And these bridges must be built by young men and women just like you and your counterparts in America.

79. That's why I'm pleased to announce that the United States will dramatically expand the number of our students who study in China to 100,000. And these exchanges mark a clear commitment to build ties among our people, as surely as you will help determine the destiny of the 21st century. And I'm absolutely confident that America has no better ambassadors to offer than our young people. For they, just like you, are filled with talent and energy and optimism about the history that is yet to be written.

80. So let this be the next step in the steady pursuit of cooperation that will serve our nations, and the world. And if there's one thing that we can take from today's dialogue, I hope that it is a commitment to continue this dialogue going forward. So thank you very much. And I look forward now to taking some questions from all of you. Thank you very much. (Applause)