1 / 22

Joseph R. Dominick University of Georgia--Athens

Joseph R. Dominick University of Georgia--Athens. Part I. The Nature and History of Mass Communication. Chapter 1. Communication: Mass and Other Forms. Case Study - The Slammer The Communication Process Communication Settings Interpersonal Machine-Assisted

lilika
Télécharger la présentation

Joseph R. Dominick University of Georgia--Athens

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Joseph R. Dominick University of Georgia--Athens

  2. Part I The Nature and History of Mass Communication

  3. Chapter 1 Communication: Mass and Other Forms • Case Study - The Slammer • The Communication Process • Communication Settings • Interpersonal • Machine-Assisted • Definition of Mass Communication • Mass Communication • Traditional Mass Media Organizations • The Internet and Mass Communication • Future of Mass Media Segmentation Chapter Outline

  4. Case Study – The Slammer • Worm exploited Microsoft SQL Server • January 25, 2003 • Spread by random IP address generation • Forerunner of “Warhol Worm” • Demonstrates fragility of modern communications

  5. The Communication Process [Insert Figure 1-1 here] Figure 1-1: Elements of the Communication Process

  6. Source Message Encoding Channel Eight Elements of the Communication Process • Decoding • Receiver • Feedback • Noise

  7. Communication Settings • Interpersonal Communication • Machine-Assisted Communication • Mass Communication

  8. Communication Settings • Interpersonal Communication • Individual or groups • Physical presence required • Encoding is a one-step process • Variety of channels • Messages hard for receiver to terminate

  9. Communication Settings • Interpersonal Communication(cont) • Little or no expense • Messages generally private • Message can pinpoint specific targets • Immediate feedback

  10. Communication Settings SOURCE  -- machine --  RECEIVER Machine-Assisted Communication

  11. Communication Settings • Machine-Assisted Communication • Source and receiver • May be individuals or groups • May be a machine such as ATM • Feedback • Immediate or delayed • May be impossible • Messages • Customizability varies • Private or public • Inexpensive to send

  12. Communication Settings • Machine-Assisted Communication • Encoding can be simple to complex • Source: thoughts  words or symbols • Machines: encode message for transmission • Channel options restricted • Decoding similar to encoding • Machines: electrical energy  light patterns • Receiver: words or symbols  thoughts

  13. Communication Settings Mass Communication . . . … occurs when a complex organization, with machine aid, produces and transmits public messages to large, heterogeneous andscattered audiences.

  14. Communication Settings • Mass Communication • Pre-Internet: Source is a structured organization • Internet: Source can be one person • Sender gets little audience information • Encoding a multi-stage process • Channel involves machines • Messages are public and impersonal • Effective feedback difficult

  15. Communication Settings • Mass communication audiences • Large • Heterogeneous • Geographically diversified • Individually anonymous • Self-defined

  16. Communication Settings [Insert Table 1-1 here] Table 1-1: Differences in Communication Settings

  17. Traditional Mass Media Organizations • Complex, formal organizations • Multiple gatekeepers • Need lots of money to operate • Exist to make a profit • Highly competitive

  18. Traditional Mass Media Organizations [Insert Table 1-2 here] Table 1-2: Global Media Giants

  19. The Internetand Mass Communication • Websites • Affordable and producible by individual • Bypass gatekeepers • Creativity reigns • Low start-up and maintenance costs • May or may not exist for profit • Audience competition not always factor

  20. The Internetand Mass Communication [Insert Figure 1-2 here] Figure 1-2: Traditional Mass Communication Model

  21. The Internetand Mass Communication [Insert Figure 1-3 here] Figure 1-3: Internet Mass Communication Model

  22. Future of Mass Media Segmentation • Audience lifestyles more fragmented • Individual segments can be large • Convergence: coming together • Corporate • Operational • Device • Disintermediation – eliminating the middleman

More Related