Communication
LESSON 1. MASS COMMUNICATION AND CULTURE
PRELIM Period, HAU
What is Mass Communication?
“Does a fish know it’s wet?” influential cultural and media critic Marshall McLuhan would often ask. The answer, he would say, is “No.” The fish’s existence is so dominated by water that only when water is absent is the fish aware of its condition.
So is it with people and mass media. The media so fully saturate our everyday lives that we are often unconscious of their presence, not to mention their influence.
Media : a. informs us
b. entertain us
g. insult our intelligence
i. help define us
c. delight us
d. annoy us
e. move our emotions
f. challenge our intellects
h. often reduce us to mere commodities for sale to the highest bidder
j. shape our realities
A fundamental theme of this course is that media do none of these alone. They do it with us as well as to us through mass communication, and they do it as a central cultural force in our society.
COMMUNICATION DEFINED the transmission of a message from a source to a receiver
THE BASIC FLOW
OF
COMMUNICATION
Sender
(Ideas)
Message
(encoded)
Transmission
(signals)
Recipient
(decodes)
Receiver
(meaning)
FEEDBACK
ELEMENTS OF COMMUNICATION
1.
2.
3.
4.
5.
SENDER – speaker or the communicator/encoder of a message
MESSAGE – the idea being transmitted by the sender to the listener
CHANNEL – medium or vehicle through which the message is sent
RECEIVER – target of the communication because s/he has to decode the message being sent to him/her
FEEDBACK – reaction given by the listener to the sender of the message and it is what completes the communication process
Models of Communication:
A. Linear Model (one-way communication)
1. Shannon’s Model – by Claude Shannon (1948); this model is considered the granddaddy of many later communication models
Source
Encode
Decode
Receiver
Noise
*Source – refers to a person/sender using a transmitter
PRELIM Period, HAU
What is Mass Communication?
“Does a fish know it’s wet?” influential cultural and media critic Marshall McLuhan would often ask. The answer, he would say, is “No.” The fish’s existence is so dominated by water that only when water is absent is the fish aware of its condition.
So is it with people and mass media. The media so fully saturate our everyday lives that we are often unconscious of their presence, not to mention their influence.
Media : a. informs us
b. entertain us
g. insult our intelligence
i. help define us
c. delight us
d. annoy us
e. move our emotions
f. challenge our intellects
h. often reduce us to mere commodities for sale to the highest bidder
j. shape our realities
A fundamental theme of this course is that media do none of these alone. They do it with us as well as to us through mass communication, and they do it as a central cultural force in our society.
COMMUNICATION DEFINED the transmission of a message from a source to a receiver
THE BASIC FLOW
OF
COMMUNICATION
Sender
(Ideas)
Message
(encoded)
Transmission
(signals)
Recipient
(decodes)
Receiver
(meaning)
FEEDBACK
ELEMENTS OF COMMUNICATION
1.
2.
3.
4.
5.
SENDER – speaker or the communicator/encoder of a message
MESSAGE – the idea being transmitted by the sender to the listener
CHANNEL – medium or vehicle through which the message is sent
RECEIVER – target of the communication because s/he has to decode the message being sent to him/her
FEEDBACK – reaction given by the listener to the sender of the message and it is what completes the communication process
Models of Communication:
A. Linear Model (one-way communication)
1. Shannon’s Model – by Claude Shannon (1948); this model is considered the granddaddy of many later communication models
Source
Encode
Decode
Receiver
Noise
*Source – refers to a person/sender using a transmitter