2. Communications contexts Communications 233

3. “Communication” • communis – common • communicare – to impart, share • commicatus – past participle of communicare

4. “What does this mean?” • Tot, kto ponimáyet éto polucháyem pyatyórka?

5. “What does this mean?”

6. “What does this mean?”

7. “What does this mean?”

8. “What does this mean?”

9. Types of communication content • Cognitive • Knowledge • Opinion • Attitude • Affective • Feeling • Emotion • Sensory

10. Source Encoder Message Channel Decoder Receiver Channel Noise Semantic Noise Feedback? Shannon-Weaver Model

14. Schramm’s common field of experience concept • We can only communicate about that which we have in common with our audience

15. Thanh Maria Common field of experience

16. Heider’s P-O-X model • Intrapersonal communication • A person (P) • Another person (O) • An object of concern (X) • Balance theory

17. X P O

18. Balanced X + + P O +

19. Balanced X - - P O +

20. Imbalanced X - - P O -

21. Newcomb’s ABX model • Interpersonal communication • Builds upon Heider’s theory • Adds “strain toward symmetry” idea • “Strain” pushes us to communicate

22. Strain toward symmetry produces balance X - - A B +

23. Westley-MacLean model • Mass communication model • Used Newcomb’s ideas and added a medium of communication

24. fba X1 fca X2 X’ X’’ A C B X3 . . fbc X∞

25. There are at least three levels of communication • Intrapersonal • Interpersonal • Mass

26. Books Newspapers Magazines Film Recorded music Radio Television Cable Internet Mass communications media

27. Media support systems,auxiliary services • Advertising • Public Relations • Wire Services • Syndicates • Other

28. Functions of the media • Inform • Entertain • Persuade • Provide economic support • Develop common basis of experience

29. Mass communications is financed by • Private capital investment • Advertising • Subscription, purchases • Decoder expenditures • Government subsidy

30. Definition of mass communication • Mass communications is a process

31. Definition of mass communication • Mass communications is a process in which professional communicators use mechanical media

32. Definition of mass communication • Mass communications is a process in which professional communicators use mechanical media to disseminate messages widely, rapidly, and continuously

33. Definition of mass communication • Mass communications is a process in which professional communicators use mechanical media to disseminate messages widely, rapidly, and continuously to arouse intended meanings in large and diverse audiences

34. Definition of mass communication • Mass communications is a process in which professional communicators use mechanical media to disseminate messages widely, rapidly, and continuously to arouse intended meanings in large and diverse audiences in attempts to influence them in a variety of ways

35. Five distinct stages of mass communications: • Professional communicators formulate messages. • Messages are disseminated via mechanical (artificial) means • Messages reach large and diverse audiences. • Audience members interpret messages as they assign meanings. • Audience members are influenced.

36. Communicators • Large, unknown audience vs. known, small audience • Institutional communications vs. person (Leads to resistance to change.) • Heterogeneous audience produces content for “the wad”

37. Messages • Multi-channeled vs. singularity of channels • Multi-channeled produces more “affective” communication content • Issues surrounding accuracy

38. Feedback • Instant in personal, delayed in mass communications • Greater quantity in personal, less in mass communications

39. Mass communications “markets” • Consumer Market • Advertising Market • Marketplace of ideas