1. Intro to Mass Comm
Lecture 1 & 2: Introduction
Benjamin Loh

2. CHECKLIST Should be able to:
Explain a simple model of communication and its components
Distinguish between interpersonal and mass communication
Explain how the Internet / WWW is blurring the distinctions between traditional models of mass communication and communication in general

3. WHAT IS COMMUNICATION?
Sharing of info, idea, attitude, etc.  try to set up something in common with others (Schramm, 1954)
Process of creating shared meaning (Baran).

4. COMMUNICATION AT VARIOUS LEVELS / TYPES
Intrapersonal
Interpersonal
Group
Organisational

5. COMMUNICATION AT VARIOUS LEVELS / TYPES
Machine- / Technology-assisted
Mass

6. COMMON POINTS ABOUT COMMUNICATION
Communication happens at different levels
But still share some common points… - what is communication?
Can look at communication in different ways (models)

7. LASSWELL MODEL (1948)
Process of communication can be analysed by answering 5 questions:
Who? (sender)
says what? (message)
on which channel? (method)
To whom? (audience)
With what effect? (effect on audience)

8. MODEL OF COMMUNICATION PROCESS
Various models, but common points:
Sender / Source: encoding (e.g., words, sentences)
Receiver: decoding & interpreting
Message
Channel
Noise (interference)
Feedback (later models, sometimes)

9. Model of Communication
Osgood & Schramm’s
Model of Communication
Endless!

10. What is mass communication?
Communication to the masses
Communication = transferring of ideas and information or meaning between two parties
Hence, mass communication
transferring of messages / ideas / etc. via a mass medium (transmitting device)

11. COMMUNICATION PROCESS
SENDER
RECEIVER
Message
Via
CHANNEL
FEEDBACK

12. SENDER: puts the message (involves some encoding)
Message is delivered via CHANNEL
RECEIVER : decodes & interprets message
FEEDBACK: response sent back to Sender after processing of message; may change subsequent messages from Source

13. Feedback
Receivers process message & send a response back to sender (source)
Could be immediate or delayed

14. Noise / Interference Channel noise: in transmission of message
e.g., faulty microphone, transmission static, smudge
Source: Vivian (p. 23)

15. Noise / Interference (cont’d)
Environmental noise: interferes with decoding process
e.g., kids shouting while watching news, doorbell while reading article
Semantic noise: problems in crafting message
e.g., sloppy wording, jargon, language
Source: Vivian (p. 23)

16. Noise / Interference (cont’d)
Physiological – e.g., memory, hearing loss
Psychological – e.g., audience’s selectivity in
Attention
Retention
Perception

17. How do we communicate?
Verbal
Non-verbal (e.g., body language, etc)

18. Mass communication
“the process by which a complex organisation with the aid of one or more machines produces and transmits public messages that are directed at large, heterogenous, and scattered audiences” (Dominick, 2005).
audience : different interests & backgrounds  need skills in construction of effective message (Vivian).

19. Schramm’s Model Of Mass Communication
Media channels

20. COMPARISON MASS INTERPERSONAL Source Indiv / grp; role can reverse
Many sources for each message
Indiv / grp; role can reverse
Receiver / audience
Diverse, large, don’t know one another
Message
standard
Can be adjusted, private
Feedback
Delayed
Fast
Termination
More difficult

21. Other types of communication
Group & team communication: interaction of people in small groups, usually in decision-making settings
Organizational communication: occurs in complex organizations (e.g., large businesses, govt) where there is some formal hierarchy
Source: Baran

22. Intrapersonal communication
Communication with ourselves, or self-talk – precedes our speaking or acting.
We are both sender and receiver.
Our thought and feelings constitute the message.
Our brain acts as channel by processing thoughts and feelings.
Source: Baran

23. Interpersonal communication
Communication between people, usually in face-to-face, private settings.
Can also occur if they are physically separated but emotionally connected (e.g., friends talking on phone).
Source: Baran

24. Public communication
Public speaking, concerts, theatre and public debates.
Commonly related to public speech.
Normally, a large number of people are involved in the audience.
Source: Baran

25. Organizational communication
Occurs in large cooperative networks and includes virtually all aspects of both interpersonal and group communication.
Encompasses topics such as the structure and function of organizations, human relations, communication and the process of organizing and organizational culture.
Source: Baran

26. Intercultural communication
The process that occurs when members of two or more cultures exchange messages in a manner that is influenced by their different cultural perceptions and symbol systems.
Source: Baran

27. Mass communication Industry
Print
books, newspapers, magazines
Broadcast
radio, tv, cable, satellite
Film & music
Internet
Advertising
$$$ support industry

28. Errors in communication
Common…
but even more serious now that we are highly dependent on machine & technology / automated forms of communication
e.g., spam filters legitimate
machine breakdown / malfunction
Data entry error – MyKad, etc
AOL filtering of spam makes many college / university applicants in the US not receive a reply from the college / university. MyKad.