PR truyền thông - The nature and history of mass communications

The Dynamics ofMass CommunicationJoseph R. DominickSeventh EditionPart 1The Nature and History of Mass CommunicationsChapter 1Communication:Mass and Other Forms8 Elements of the Communication ProcessEncodingSourceMessageChannelReceiverFeedbackNoiseDecodingThe Communication ProcessCommunication SettingsInterpersonal CommunicationMachine-Assisted CommunicationMass CommunicationInterpersonal CommunicationSource can be an individual or groupReceiver can be an individual or groupEncoding is usually a one-step processVariety of channels usually availableMessages hard for receiver to terminateInterpersonal (Continued)Produced at little or no expenseMessages are generally privateMessage can pinpoint specific targetsFeedback is immediateMachine-Assisted CommunicationSource may be an individual or groupMay or may not be easy to identifySource may or may not have first-hand knowledge of the receiverEncoding can be simple to complexTwo encoding stages:1. source translates thoughts into symbols2. encodes message for transmission/storageMachine-Assisted (Continued)Encoding may require several stagesTwo encoding stages:1. source translates thoughts into symbols2. encodes message for transmission/storageChannel options more restricted than interpersonal communicationVariety of channels usually availableMachine-Assisted (Continued)Machine-assisted messages have at least one machine between source and receiverMessage customizability variesMessages can be both private or publicMessages relatively inexpensive to send Ease of ending communication varies due to “psychological distance”Machine-Assisted (Continued)Decoding may require one or more stagesReceiver may be an individual or group; may or may not be easy to identifyReceivers can be selected for a message or they can self-select themselvesFeedback can be immediate or delayed (but never as abundant as interpersonal)Machine-Assisted (Continued)Noise can beSemanticEnvironmentaland/or mechanicalUse of mechanical-assisted interpersonal communication will continue to growMass Communication . . .is the process by which a complex agency produces and transmits public messages directed at large, heterogeneous and scattered audiences with the aid of machines. Mass Communication Source acts within organizational roles Internet: one person can be a mass source Sender: little details about audiences Encoding always a multi-stage process Channel options more restricted More than one machine in sending processMass Communication (Continued)Messages public; same sent to everyoneMessage termination easiest hereMessages expensive to produceTypically requires multiple decodingFlow usually one-way--source to receiverFeedback difficult to initiate A prime distinction between . . . mass communication and interpersonal or mechanical communication is that audiences members are:largeheterogeneousgeographically diversifiedlargely anonymous to one anotheralmost always self-definedMass Communication (traditional media)Defining Characteristics complex, formal organizations multiple gatekeepers need lots of money to operate exist to make a profit highly competitiveSchramm-adapted Model for Studying Mass CommunicationThe Internetas Mass Communication Brings publishing costs down to individual affordability Web sites can be produced by individuals Bypasses gatekeepers, editors; creativity reigns Sites can have low start up and maintenance costs Web sites may or may not exist for profit Competition for audiences doesn’t play vital role hereAn Internet Modelof Mass CommunicationMass Communication Media Defining Mass Media medium is singular media is plural Media fragmentation or segmentation Mass Media Symbiosis DisintermediationEnd of Chapter 1Communication:Mass and Other Forms