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KOM5111 COMMUNICATION THEORY
FIRST MEETING LECTURE
First Semester, 2011-2012
SECTION 1:
FOUNDATION OF COMMUNICATION
THEORY
Saturday, 18th June 2011
Information About Lecturer
Dr. Mohd Nizam Osman
Room B.130 (Block B)
Department of Communication, FBMK
Tel:
(03) 8946-8790 (direct line)
(03) 8946-8777 (main office)
Email:
[email protected]
[email protected]
Appointments:
Appointments can be made to discuss about courserelated matters via the contact details given above.
FIRST MEETING AGENDA:
1.
2.
3.
4.
5.
Discuss the course outline
Discuss the assignments for the course
Discuss other course-related matters
Discuss topics to be covered in final
semester examination
Commencement of lecture (Section 1)
First Meeting, Section 1 (Topic 1-4)
The following communication theories will
be discussed today:
1.
2.
3.
Schramm Communication Theory
Berlo Communication Theory
Westley MacLean Communication Theory
First Meeting, Section 1 (Topic 1-4)
Topics To Be Covered in Final Exam
1.
2.
3.
Understand what is meant by
communication
Focus on the definition of communication
communication phenomenon
Understand the different terminologies of
communication; what is meant by symbols,
verbal communication, non-verbal
communication, transmission, channel,
noise, encoding, decoding etc
First Meeting, Section 1 (Topic 1-4)
4.
5.
6.
7.
Focus on the definition of theory
Understand the definition of theory from the
perspective of human communication
Have a clear understanding why theory is
important in the context of human
communication
Be able to relate why effective
communication fails to take place in a
given communication context
First Meeting, Section 1 (Topic 1-4)
8.
9.
10.
Familiarize with a number of communication
theories/models that will be discussed
during lecture
Be able to differentiate the differences in
terms of applications of these
communication theories/models in
different communication contexts
Focus on important names associated
with communication theories/models that
are discussed during lecture
First Meeting, Section 1 (Topic 1-4)
Understanding Communication
“the act of communicating; exchange of ideas,
conveyance of information, etc”
- melakukan komunikasi; bertukar idea,
menyampaikan informasi dll
(The New International Webster’s Comprehensive Dictionary of the
English Language 1999:265)
First Meeting, Section 1 (Topic 1-4)
Exchange of Ideas
“to give or receive in return for something else”
Cassell Popular English Dictionary (1995:281)
-
-
the amount of ideas exchanged signify
communication
whether a person is knowledgeable or
not
whether a person wants to communicate or
otherwise
depending on the nature of the ideas
First Meeting, Section 1 (Topic 1-4)
Definition of Communication
“communication is the process of transmitting;
a giving, or giving and receiving of information,
signals, or messages by talks, gestures, writing,
etc.”
- komunikasi adalah proses penyampaian;
memberi dan menerima informasi, signal atau
mesej melalui perbualan, perbuatan, penulisan
dll
Ruben, B. (1992) Communication and Human Behavior:1
First Meeting, Section 1 (Topic 1-4)
Definition of Communication
“a system of sending and receiving messages,
as by telephone, telegraph, radio, etc”
- suatu sistem penyampaian dan penerimaan
mesej (maklumat) melalui telefon, telegraf, radio
dll
Ruben, B. (1992) Communication and Human Behavior:1
First Meeting, Section 1 (Topic 1-4)
Definition of Communication
“Human communication is the process through
which individuals – in relationships, groups,
organizations, and societies – respond to and
create messages to relate to the environment
and one another”
- Komunikasi manusia adalah proses di mana
individu – dalam perhubungan, kumpulan,
organisasi dan masyarakat – bertindak ke atas
dan membentuk mesej (maklumat) untuk
disesuaikan dengan persekitaran dan di antara
satu sama lain
Ruben, B. (1992) Communication and Human Behavior (14)
First Meeting, Section 1 (Topic 1-4)
TYPES OF COMMUNICATION
1. Human Communication
- intrapersonal communication
- interpersonal communication
- intercultural communication
2. Group Communication
- small group communication (2 – 10 people)
- large group communication (11-30 people)
- mass group communication (more than 30,
less than 200 people)
- mass communication via media (millions of
people)
First Meeting, Section 1 (Topic 1-4)
3. Organizational Communication
- employers/management to workers/staff
- from workers/staff to employers/management
- among peers/subordinates
- communication via technology (email,
phones etc)
4. Animal Communication
- by means of sounds
- by means of gestures
- by means of reward for reinforcement
First Meeting, Section 1 (Topic 1-4)
5. Machine Communication
- from humans to machines
(e.g., computers, fax machines, photocopies
etc)
- from machine to machine (robotics, CAD,
CAM, industrial productions)
6. Mediated Communication
- communication by means of media
- includes electronic media (radio, TV) and
print media (newspapers, magazines, books
etc)
First Meeting, Section 1 (Topic 1-4)
Communication Related Disciplines
1. Intrapersonal Communication
- communication within oneself
- disciplines among psychologists and
scholars studying children communication
- e.g., John E. Aitken, Leonard J. Shedletsky,
Don W. Stacks etc etc.
2. Interpersonal Communication
- communication with two or more individuals
- conducted by means of media or face-to-face
- understanding the complexity of human
communication
First Meeting, Section 1 (Topic 1-4)
Communication Related Disciplines
3. Intercultural communication
- study of human communication between
people from different cultural backgrounds
- focuses on the dynamics of verbal and nonverbal communication in the context of
cross-culture
- important for maintaining diplomatic, political
and social relations between nations
First Meeting, Section 1 (Topic 1-4)
Communication Related Disciplines
4. Organizational communication
- the study of human communication within an
organizational setting
- interaction between work colleagues (peers),
top-down communication, bottom-up
communication, communication via
technology in the organization,
communication across units/departments/
divisions
First Meeting, Section 1 (Topic 1-4)
Communication Related Disciplines
5. Mass communication
- the study of communication via electronic
media (radio, TV, film) and print media
(newspapers, magazines, books etc)
- focuses on the mass audience, audience
characteristics, audience demography,
means of disseminating information using
the appropriate medium
- also focuses on international communication
using media (satellite, phone, video
teleconferencing etc)
First Meeting, Section 1 (Topic 1-4)
Understanding Communication Theory
“communication theories are theories that
contain explicit or implicit definition of
communication. It contains variables that
indicates relationships to explain
communication phenomena”
(Narimah Ismail et al. (2007) KOM5111 Module
First Meeting, Section 1 (Topic 1-4)
Understanding Communication Theory
According to Littlejohn (2002), communication
theory functions as a medium to explain and
predict a communication phenomena”
(in Akmar Hayati, 2009:39)
First Meeting, Section 1 (Topic 1-4)
Understanding Communication Theory
“A set of concepts and relationships statements
that helps to describe, explain, evaluate, predict
and control communication events”
(Cragan & Shields, 1998)
First Meeting, Section 1 (Topic 1-4)
Elements of Communication Theory
1. Concepts
- abstraction referencing to a class of thing, a
term used at the theoretical level
(Salleh Hassan, 2008)
- the process by which a general idea is
derived or an abstraction is generalized is
called conceptualization
(Salleh Hassan, 2008)
First Meeting, Section 1 (Topic 1-4)
Elements of Communication Theory
2. Variables
-
variables are phenomenon which are liable
to change; capable of varying; susceptible of
continuous change of value
(Cassell Popular English Dictionary, 1995:912)
First Meeting, Section 1 (Topic 1-4)
Elements of Communication Theory
Variables
- A variable is a concept, object, or property
to which a set of values based on
predetermined criteria is assigned.
- two forms of variables in Communication
Studies: Independent Variable and
Dependent Variable
First Meeting, Section 1 (Topic 1-4)
Elements of Communication Theory
Dependent Variable
- variables which are assumed to depend on
or be caused by another (called the
independent variable. For example, if
you find that income is partly a function of
amount of or level of formal education,
income is being treated as a dependent
variable (Salleh Hassan, 2008)
First Meeting, Section 1 (Topic 1-4)
Elements of Communication Theory
Independent Variable
- An independent variable is presumed to
cause or determine a dependent variable.
For example, if we discover that religiosity is
partly a function of gender – that is to say
women are more religious than men,
therefore gender is the independent variable
(Salleh Hassan, 2008)
First Meeting, Section 1 (Topic 1-4)
Functions of Communication Theory?
- making predictions/assumptions about
communication phenomenon
- views/observations
- opinions
- limitations
- applications
- criticisms
First Meeting, Section 1 (Topic 1-4)
Functions of Communication Theory
- Communication theory provides an assumption
about a communication phenomenon (Salleh,
2005)
Question:
1. The assumptions made about communication
phenomenon are always accurate
2. The assumptions made about communication
phenomenon may not be accurate
First Meeting, Section 1 (Topic 1-4)
Communication Theory – Schramm Theory
- Wilbur Schramm introduced a theory on the
process of human communication in 1954
- Introduced the concept of ‘field of experience’ in
human communication
- Schramm theory indicates communication and
feedback occurs simultaneously
- This process is also known as transactional
communication
First Meeting, Section 1 (Topic 1-4)
SCHRAMM THEORY OF COMMUNICATION
MESEJ
ENCODER
DECODER
INTERPRETER
INTERPRETER
DECODER
ENCODER
MESEJ
First Meeting, Section 1 (Topic 1-4) – Additional Slides
Communication Theory – Schramm Theory
Transactional Communication vs. Linear and
Interactive Communication
- Linear (one-way communication)
* no feedback
- Interactive (two way communication)
* delay feedback
- Transactional (two way communication)
* spontaneous feedback
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human Communication
According to Schramm, communication is a
process which requires the sender to
compose suitable symbols and signs
(encoder) to be disseminated to the receiver
who will then give meaning to the received
message (decoding and interpreting) before
sending another message back to the sender
(feedback) and the process repeats itself.
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human Communication
According to Schramm:
- the sender of the message constructs and
conceptualises a message using signs and
symbols (encoding)
- the receiver receives the message either
verbally or non-verbally (decoding)
- the receiver then assign meaning to the
message received (interpreting)
- the receiver then becomes the sender by
providing feedback to the message received
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human Communication
Encoder:
“the process of translating a message into
code”
- proses menterjemahkan mesej kepada
kode
Interpreter:
“an act of assigning meaning to a code
or symbol”
- proses memberi makna kepada kode
atau simbol
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human Communication
Decoder:
“the act of translating from code symbols into
ordinary language”
Cassell Popular English Dictionary (1995:813)
Decoder can be done either manually or by
means of technology (decoding machines)
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human Communication
According to Schramm, effective human
communication occurs when:
1. The message is understood between sender
and receiver
“a message is any symbol or collection of
symbols which has meaning or utility”
- mesej adalah apa jua simbol atau koleksi
simbol yang mempunyai makna atau
yang boleh digunakan
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human Communication
simbol
“a character or letter accepted as representing
or signifying something, idea, relation, process
etc”
Cassell Popular English Dictionary (1995:832)
“a symbol is anything which is created to refer
to something else”
Gilchrist, J. (1990)
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human Communication
2. Communication Skills (sender and receiver)
- choosing the right symbols to communicate
- combination of verbal and non-verbal
communication during interaction
example: ‘peace sign’
expressions of feelings
- Encoder should focus on the frame of
reference of the receiver
example: communicating about extreme
cold weather
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human Communication
3. Providing Feedback
- feedback has to be immediate (preferably)
- feedback is most effective if done face-toface
- feedback using media (internet, phone calls,
letters etc) is less effective due to delay time
factor
- feedback should be genuine, honest and
reliable
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human Communication
4. The level of knowledge of the sender/receiver
regarding the message sent/received
- knowledge about the topic
- high level of knowledge of sender may have
a high level of influence on the receiver
- knowledge is consistent with the
sender/receiver level of experience
- knowledge is also the result of exposure to
the environment
First Meeting, Section 1 (Topic 1-4)
Communication Theory – Berlo Theory
- David Berlo introduced the SMCR model of
communication in 1960
- Berlo’s communication is linear, although it
touches on human communication
- Berlo’s theory focuses on the components
needed in each of the four element of
communication (SMCR)
- Berlo was the first communication scholar
who treated the five senses as channel of
communication
First Meeting, Section 1 (Topic 1-4)
Communication Theory – Berlo Theory
receiver
source
message
channel
BERLO’s MODEL OF COMMUNICATION
First Meeting, Section 1 (Topic 1-4)
Berlo Theory of Human Communication
Berlo introduces 4 levels of communication in his
theory:
1. Source
2. Message
3. Channel
4. Receiver
First Meeting, Section 1 (Topic 1-4)
Berlo Theory of Human Communication
SOURCE (SUMBER)
Source is anyone, or any object (machine)
which sends a message (verbal or nonverbal) to
another person or to another object
Sumber merangkumi sesiapa sahaja, atau objek
(mesin) yang menghantar mesej (secara lisan
atau bukan lisan) kepada orang lain atau kepada
objek lain
First Meeting, Section 1 (Topic 1-4)
Berlo Theory of Human Communication
The source of the message should have:
- Communication Skills (kebolehan berkomunikasi)
- Attitudes (pandangan ke atas mesej yang ingin
disampaikan)
- Knowledge (tahap pengetahuan mengenai mesej
yang ingin disampaikan)
- Socio-cultural system (sistem sosio budaya)
First Meeting, Section 1 (Topic 1-4)
Berlo Theory of Human Communication
MESSAGE (MESEJ)
According to Berlo, message is comprised of:
- Code (kode)
- Content (Kandungan)
CODE
- “a set of symbols used to translate a message
from one form to another”
Devito, J.A. (2005) Messages: Building Interpersonal
Communication Skills (278)
First Meeting, Section 1 (Topic 1-4)
Berlo Theory of Human Communication
Channel of Communication is comprised of:
- Hearing (pendengaran)
- Smelling (Hidu)
- Tasting (merasa)
- Touching (sentuhan)
- Seeing (penglihatan)
Additional channel of communication (not
discussed by Berlo):
- Air waves (vibration of sound)
- Copper wires
First Meeting, Section 1 (Topic 1-4)
Berlo Theory of Human Communication
RECEIVER
Receiver of the message should have:
- Communication Skills (kebolehan
berkomunikasi)
- Attitudes (pandangan ke atas mesej yang ingin
disampaikan)
- Knowledge (tahap pengetahuan mengenai
mesej yang ingin disampaikan)
- Socio-cultural system (sistem sosio-budaya)
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated
Communication
WESTLEY MACLEAN THEORY(1955)
- Westley Maclean introduced the mediated
theory of communication in 1955
- Maclean assumes that the process of
communication begins when the receiver
receives the message
- Message is sent from the sender and received
by the receiver by means of media
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated
Communication
Proposes 4 stages/levels in the theory:
Level 1: INTRAPERSONAL COMMUNICATION
Level 2: INTERPERSONAL COMMUNICATION
Level 3: SIMPLE MEDIATED COMMUNICATION
Level 4: COMPLEX MEDIATED COMMUNICATION
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated
Communication
Level 1: INTRAPERSONAL COMMUNICATION
- This level assumes communication occurs with
one source only (within the self)
- Communication in this level can be verbal
and/or non verbal
- No feedback in this level (feedback only
happens within the self)
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of
Mediated Communication
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated
Communication
Level 1: INTRAPERSONAL COMMUNICATION
- ‘X’ is any object/issue within a person’s frame of
reference.
- ‘A’ refers to the individual observing ‘X’
- refers to the concept of ‘infinity’ (no ending)
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated
Communication
Level 2: INTERPERSONAL COMMUNICATION
- This level assumes communication occurring
between two or more individuals
- Communication in this level occurs via face-toface
- Individuals interacting in this level can choose
any object ‘X’ to discuss about (but the object ‘X’
has to be within both individuals frame of
reference/experience)
- Feedback between the individuals during the
interaction is spontaneous (face-to-face
communication)
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of
Mediated Communication
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated
Communication
Level 2:
- ‘X’ is any object/issue within a person’s frame of
reference.
- ‘A’ refers to an individual which chooses what
object to communicate with individual B
- Both individuals (A and B) must be able to see
and understand the object (X) which is being
discussed
- Feedback is spontaneous (transactional)
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated
Communication
Level 3: SIMPLE MEDIATED COMMUNICATION
- This level assumes communication occurring
via media or any forms of communication
devices
- Communication devices, in this context refers to
telephone, Internet (e-mail), newspapers,
television, satellite etc.
- This is a form of interactive communication
- Feedback is present in this level, but feedback
is delayed
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of
Mediated Communication
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated
Communication
Level 3:
- ‘C’ refers to media institutions
(journalists/producers/media management etc)
which chooses what issue (X) to broadcast to
society (B)
- media institutions refers to all categories of
media industries: electronic media, print media
and new media
- In this level, media institutions can act as
gatekeeper
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of
Mediated Communication
Level 3:
- ‘B’ refers to society which receives the
news/story about an issue (X) from the media ‘C’
- ‘B’ is not able to directly see or observe the
issue (X), but is being informed about the issue
via the media ‘C’
- ‘B’ is able to provide feedback about the issue
(X) to the media ‘C’
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of
Mediated Communication
Level 4: COMPLEX MEDIATED COMMUNICATION
- This level assumes communication occuring via
the media and involves more individuals and
stages/procedures (complex)
- In this stage, two groups of individuals (general
public and the media) directly observe an
object/issue (X) and the media ‘C’ disseminates
news/stories about ‘X’ to the general public who
are not able to directly observe ‘X’
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of
Mediated Communication
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated
Communication
Level 4:
- Agenda setting occurs in this level; the media
chooses what issue to focus on
- The media ‘C’ can magnify an issue to capture
the attention of the general public
examples:
- political issues
- social issues
- health issues
- celebrities issues etc
END FIRST MEETING
KOM5111 COMMUNICATION THEORY
JUNE 2011