Download Defining Mass Communication

What is
Mass Communication?
Medium?
Media?
Medium - singular
Media - plural
Intrapersonal Communication
Interpersonal Communication
Mass Communication
Intrapersonal Communication
(internal)
Interpersonal Communication
(other people, direct, face-to-face)
Mass Communication
Mass Communication
Sender ---- Message ---- Receivers
through a
Channel
Medium
Vehicle
Mass Communication
according to Shirley Biagi, author of text
1. Message is sent using some
form of media (newspaper, TV)
2. Message is delivered rapidly
3. Message reaches large groups
of different kinds of people within
short period of time
Mass Communication
according to media authors Agee, Ault, Emery
Process of delivering information, ideas
and attitudes…
to a sizable, diversified audience…
through use of media designed for that
purpose.
Mass Communication
according to media critic Joseph Dominick
A process by which a complex
organization…
with the aid of one or more machines
produces and transmits…
public messages…
that are directed at large, heterogeneous
and scattered audiences
Mass Communication
Common elements
Sender - often team or
organization
Message - sent through channel or
machinery
Receiver - large, diverse group
So who cares?
Why does that definition matter?
Differences between
interpersonal
and
mass communication?
Feedback?
Noise?
Literal or Mechanical
Noise?
(Internal to audience)
Audience Noise
Selective exposure or attention
Selective perception
Selective retention
Thinking question(s):
How do differences between
interpersonal communication and mass
communication relate to the effect the
communication has on the audience?
How much impact can mass
communication have on an audience?
How much impact can a mass
communication have on attitude
formation and change?