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COMMUNICATION: MASS AND OTHER


FORMS
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COMMUNICATION PROCESS
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COMMUNICATION PROCESS
Source
Encoding: Transmitting
The Message
The Channel
Decoding: Receiving
Receiver
Feedback
Noise
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Transmitting the Message
Source: the initiator of a thought or idea who
starts the process by transmitting the message to
some other entity.
Encoding: the activities that a source goes
through to translate thoughts and ideas in a form
that may be perceived by the senses.
Message: the actual physical product that the
source encodes.
Channels: the ways the message travels to the
receiver.
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Receiving the Message
Decoding: consists of activities that translate or
interpret physical messages into a form that has
eventual meaning for a receiver.
Receiver: the target of the message -- can be a
single person, a group or even a large, anonymous
collection of people.
Feedback: those responses of the receiver that
shape and alter the subsequent messages of the
source.
Noise: defined as anything that interferes with the
delivery of the message.
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MASS COMMUNICATION
Produces and transmits public
messages that are directed to a
large, heterogeneous and scattered
audience.
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MASS COMMUNICATION
Traditional Sources
Group
Organization
Corporation
Internet Sources
One person
Encoding/Sending Process
Multistage/Multi-person
One person/Multi-skill set


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MASS COMMUNICATION
Decoding/Receiving Process
Understanding symbols
Receivers
Large and small groups
Feedback
Internet feedback
Media research companies
Noise
Semantic
Environmental
Mechanical



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DEFINING MASS
Medium (singular)
The channel


Media (plural)
The channels used

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MASS MEDIA IN TRANSITION
Technology
Internet opened door
New competitors
Costs decreased
Single individual can start a web site
Economics
1. Competitive
2. Economic effects
Social trends
1. Free entertainment customs

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CHARACTERISTICS OF MEDIA
ORGANIZATIONS
Traditional Organizational Structure
Management decision levels
Decisions of individuals

Gatekeepers

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CHARACTERISTICS OF MEDIA
ORGANIZATIONS
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CHARACTERISTICS OF MEDIA
ORGANIZATIONS
A. Traditional Organizational Structure
Management decision levels
Decisions of individuals
B. Gatekeepers
Organizational complexities
Less numerous on the Web
C. Large Operating Expenses
Traditionally expensive
Internet reduces costs
D. Competition for Profits


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CHARACTERISTICS OF MEDIA
ORGANIZATIONS
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CHARACTERISTICS OF MEDIA
ORGANIZATIONS
Competition for Profits
Profits come from the consumer
Service to the public

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THE INTERNET
MASS MEDIA & INTERPERSONAL
CHANNEL
Web Functions Serve Needs:
Social
Interpersonal
Comprehensive Media Distribution

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MODELS FOR STUDYING
MASS COMMUNICATION
One to Many.


Internet Communication
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INTERNET MODEL
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TRANSITION:
EMERGING MEDIA TRENDS
Audience Segmentation
Mass decreasing
More choices
Convergence
Coming together or uniting
Corporate convergence
Operational Convergence
Convergence Disadvantage
Skills convergence
Fewer independent sources of information
Employee cutbacks



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TRANSITION:
EMERGING MEDIA TRENDS
Devise Convergence
Multiple functions of single device
Increased Audience Control
Multiple Platforms
User-Generated Content
Social Media

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TRANSITION:
EMERGING MEDIA TRENDS
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