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Audiovisual Communication
Audiovisual
Communication
Audiovisual Communication
Audiovisual
Communication
Transmission and reception of
messages using aural and visual
media
with the intent of transfering
meaning
between and among individuals and
groups.
Audiovisual Communication
Audiovisual
Communication
Mass Communication
Audiovisual Communication
Interpersonal Communication
Audiovisual Communication
Purposes for Audiovisual
Communication
• Inform
• Instruct (Education/Training)
• Motivate
• Entertain
Audiovisual Communication
Continuum of Audiovisual
Communication
• Dale’s Cone of Experience
Abstract
Abstract
Iconic
Concrete
Enactive
After Edgar Dale, Audiovisual Methods in Teaching, 3rd Ed.
Audiovisual Communication
Factors Influencing
Effectiveness
• Design of Message
• Selection of Appropriate Medium
• Design/Production of Medium
• Use of Medium
Audiovisual Communication
Parable of
the Blind Men and
the Elephant
It was six men of Indostan
To learning much inclined,
Who went to see the Elephant
(Though all of them were blind),
That each by observation
Might satisfy his mind.
The First approached the Elephant,
And happening to fall
Aganist his broad and sturdy side,
At once began to bawl:
“God bless me! but the Elephant
Is very like a wall!”
The Second, feeling of the tusk
Cried, “Ho! what have we here
So very round and smooth and sharp?
To me ‘tis very clear
This wonder of an Elephant
Is very like a spear!”
The Third approached the animal
And, happening to take
The squirming trunk within his hands
Thus boldly up he spake:
“I see,” quoth he, “the Elephant
Is very like a snake!”
The Fourth reached out an eager hand.
And felt about the knee:
“What most this wondrous beast is like
Is very plain,” quoth he;
“ ‘Tis clear enough the Elephant
Is very like a tree!”
The Fifth, who chanced to touch the ear,
Said: ”E’en the blindest man
Can tell what this resembles most;
Deny the fact who can
This marvel of an Elephant
Is very like a fan!”
The Sixth no sooner had begun
About the beast to grope
Than, seizing on the swinging tail
That fell within his scope.
“I see,” quoth he, “the Elephant
Is very like a rope!”
And so these men of Indostan
Disputed loud and long,
Each in his own opinion
Exceeding stiff and strong.
Though each was partly in the right,
They all were in the wrong!
A composite of the
Elephant the blind
men saw from their
one experience.
Audiovisual Communication
The Blind Men and the
Elephant
Perception
“The complex process by which
humans select, organize, and
interpret sensory stimulation
into
a meaningful and coherent “picture
of the world.”
– Berelson and Steiner
Audiovisual Communication
Verbalism
It is small, with a long nose, ears and
tail, the latter being naked and
prehensile. The opposable first hind
toe is clawless and the tip is extended
into a flat pad. The other digits all
bear claws. The best known species
is about the size of a cat, gray in
color, the fur being wooly.
Encyclopaedia Britannica
Artists Visualizations
Audiovisual Communication
Icosahedron
• A geometric figure having
20 sides
Audiovisual Communication
Icosahedron
•
A geometric figure having 20 sides
Audiovisual Communication
Dog Story
An example of the difficulties
encountered in verbal
communication when precise,
unambiguous language is not
or cannot be used.
I have a pet at home.
I have a pet at home.
Oh, what kind of pet?
“It is a dog.”
“It is a dog.”
“What kind of a dog?”
“It is a St. Bernard.”
“It is a St. Bernard.”
“Grown up or a puppy?”
“It is full grown.”
“It is full grown.”
“What color is it?”
“It is brown and white.”
“It is brown and white.”
“Why didn’t you say
you had a full-grown,
brown and white
St. Bernard as a pet
in the first place?”
“Why doesn’t anybody
understand me?”
Audiovisual Communication
Communication Models
Harold Lasswell – 1948
“Who says what to whom in what
channel with what effect.”
Who – What – Channel – Whom = Effect
Audiovisual Communication
Communication Models
Shannon-Schramm
Sender
Encoder
Signal
Decoder
Receiver
Audiovisual Communication
Communication Models
Shannon-Schramm
Sender
Encoder
Signal
Decoder
Receiver
Audiovisual Communication
Communication Models
Shannon-Schramm
Sender
Encoder
Signal
Decoder
Receiver
Audiovisual Communication
Communication Models
Shannon-Schramm
Sender
Encoder
Signal
Noise
Decoder
Receiver
Audiovisual Communication
Communication Models
Shannon-Schramm
Sender
Encoder
Signal
Noise
Feedback
Decoder
Receiver
Audiovisual Communication
Communication Models
Shannon-Schramm
Field of Experience
Sender
Encoder
Field of Experience
Signal
Noise
Feedback
Decoder
Receiver
Audiovisual Communication
Communication Models
Transactional Model
Sender
Receiver
Interpreter
Interpreter
Receiver
Sender
Audiovisual Communication
Elements of a
Communication System
• Source-encodes message
• Medium (Channel)
• Receiver-interprets message
• Field of Experience
• Noise
• Feedback
Audiovisual Communication
Meaning and
Communication
“Communication does not consist
of transmission of meaning.
Meanings are not transmittable,
not transferable. . . .
David K. Berlo, “The Process of Communication:
An Introduction to Theory and Practice.”
Audiovisual Communication
Meaning and Communication
Only messages are transmittable,
and meanings are not in the
message, they are in the
message-users.”
David K. Berlo, “The Process of Communication:
An Introduction to Theory and Practice.”
Audiovisual Communication
Learning
• We want communication to result
in a change in our audience–
learning.
• We can only INFER that learning
takes place based on observing
changes in behavior of the
audience.
Audiovisual Communication
DEFINITIONS
LEARNING: A change in the mind
of an individual caused directly
by one or more instructional
experiences. Learning is inferred
by observing changes in
performances.
Audiovisual Communication
DEFINITIONS
INSTRUCTION: A planned set of
experiences designed to achieve
changes in the minds of the
learner. An organized
communication activity with
established goals.
Audiovisual Communication
Learning through the
Senses
• We Learn:
1%
1.5%
3.5%
11%
83%
THROUGH TASTE
THROUGH TOUCH
THROUGH SMELL
THROUGH HEARING
THROUGH SIGHT
Audiovisual Communication
Remembering What We
Learn
• People Generally Remember:
10% OF WHAT THEY READ
20% OF WHAT THEY HEAR
30% OF WHAT THEY SEE
50% OF WHAT THEY SEE AND HEAR
70% OF WHAT THEY SAY AS THEY TALK
90% OF WHAT THEY SAY AS THEY DO A
THING
Audiovisual Communication
Designing Communication
So, in designing
communication we must
consider:
• how people perceive
• information sources & structure
• communication processes
• how people learn & remember