The Dynamics of Mass Communication

The Dynamics ofMass Communication SeventhEdition Joseph R. Dominick

Part 1 The Nature and History of Mass Communications

Chapter 1 Communication: Mass and Other Forms

Encoding Source Message Channel Receiver Feedback Noise Decoding 8 Elements of the Communication Process

The Communication Process

Communication Settings • Interpersonal Communication • Machine-Assisted Communication • Mass Communication

Interpersonal Communication • Source can be an individual or group • Receiver can be an individual or group • Encoding is usually a one-step process • Variety of channels usually available • Messages hard for receiver to terminate

Interpersonal (Continued) • Produced at little or no expense • Messages are generally private • Message can pinpoint specific targets • Feedback is immediate

Machine-Assisted Communication • Source may be an individual or group • May or may not be easy to identify • Source may or may not have first-hand knowledge of the receiver • Encoding can be simple to complex • Two encoding stages: • 1. source translates thoughts into symbols • 2. encodes message for transmission/storage

Machine-Assisted (Continued) • Encoding may require several stages • Two encoding stages: • 1. source translates thoughts into symbols • 2. encodes message for transmission/storage • Channel options more restricted than interpersonal communication • Variety of channels usually available

Machine-Assisted (Continued) • Machine-assisted messages have at least one machine between source and receiver • Message customizability varies • Messages can be both private or public • Messages relatively inexpensive to send • Ease of ending communication varies due to “psychological distance”

Machine-Assisted (Continued) • Decoding may require one or more stages • Receiver may be an individual or group; may or may not be easy to identify • Receivers can be selected for a message or they can self-select themselves • Feedback can be immediate or delayed (but never as abundant as interpersonal)

Machine-Assisted (Continued) • Noise can be • Semantic • Environmental • and/or mechanical • Use of mechanical-assisted interpersonal communication will continue to grow

Mass Communication . . . • is the process by which a complex agency produces and transmits public messages directed at large, heterogeneous and scattered audiences with the aid of machines.

Mass Communication • Source acts within organizational roles • Internet: one person can be a mass source • Sender: little details about audiences • Encoding always a multi-stage process • Channel options more restricted • More than one machine in sending process

Mass Communication (Continued) • Messages public; same sent to everyone • Message termination easiest here • Messages expensive to produce • Typically requires multiple decoding • Flow usually one-way--source to receiver • Feedback difficult to initiate

A prime distinction between . . . mass communication and interpersonal or mechanical communication is that audiences members are: • large • heterogeneous • geographically diversified • largely anonymous to one another • almost always self-defined

Mass Communication (traditional media)Defining Characteristics • complex, formal organizations • multiple gatekeepers • need lots of money to operate • exist to make a profit • highly competitive

Schramm-adapted Model for Studying Mass Communication

The Internetas Mass Communication • Brings publishing costs down to individual affordability • Web sites can be produced by individuals • Bypasses gatekeepers, editors; creativity reigns • Sites can have low start up and maintenance costs • Web sites may or may not exist for profit • Competition for audiences doesn’t play vital role here

An Internet Modelof Mass Communication

Mass Communication Media • Defining Mass Media • medium is singular • media is plural • Media fragmentation or segmentation • Mass Media Symbiosis • Disintermediation

End of Chapter 1Communication:Mass and Other Forms

The Dynamics of Mass Communication