+

ABCC1103
INTRODUCTION
TO
COMMUNICATION

FACE-TO-FACE 3
BY:
CHAN TAK JIE (M. Sc.)
Open University Malaysia
Bangi Learning Center
chantakjie@oum.edu.my
+ Definitions of Mass Communication
2

What is mass communication? (Pg. 141)

 A process of messages by a complex institution to
the public that is vast, heterogeneous and from
various locations (Dominick, 2002).
A process of transmitting messages processed by a
gatekeeper before being deliver to the public
through a wide channel including print, audio, and
visual media (Gamble & Gamble, 2002).
A process that involves mass communicators
delivering mass messages to a mass audience
through mass media (Vivian, 2002).
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+ Basic Concepts of Mass Communication 3

What is mass communication?

 “Mass communication is communication from
one person or group of persons through a
transmitting device (a medium) to large
audiences or markets” (Biagi, 2001, p. 2).
What is mass media?
 The technological vehicles through which mass
communication takes place (Turow, 2010).
 newspapers, magazines, television, radio, film
and Internet.
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ELEMENTS OF MASS
COMMUNICATION

Message Channel
Source Receiver
•TV •Cable
A media Millions of
commercials television
organization people
•Newspaper network
•TV network and magazine •Newspapers
news division ads • Magazine
•website •The Web

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+ A complex source
that operates in an
5

organisation/institut
ion that is profit -
oriented

3 Unique
Aspects of Mass
Communication

The public can be Happens through

anywhere and separated indirect channels
by locations and and requires the
different interests use of technology

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Capability of
sending
Messages to
many users
Controlled by Limited
Gatekeeper Interaction

Media Differentiation
effects – of Mass Use of
short, Communication tools
amazing

Message
Composer Limited
in public
of feedback
form
information

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CHARACTERISTICS OF MEDIA
ORGANISATIONS
5 FEATURES TO DEFINE ORGANIZATIONS THAT
PRODUCE MASS COMMUNICATION:

1. Mass
comm is produced by complex and formal
organizations.

2. Mass comm organizations have multiple gatekeepers.

3. Mass
comm organizations need a great deal of money
to operate.

4. Mass comm organizations exist to make profit.

5. Mass comm organizations are highly competitive.

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Development of Mass
Communication
 Marshall McKuhan had identified media forms
according to the Four(4) main eras:
i) Tribal Era – f2f, verbal tradition

ii) Writing and Reading Era – letters, writing manuscripts

iii) Printing Era – visual and written/ printed materials

iv) Electronic Era – Radio, television, electronic media

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Sejarah dan perkembangan

media baru
Ciri-ciri teknologi baru (Rogers,1991):
1. Interaktif atau saling tindak
2. Memperkecilkan khalayak
3. Darjah kawalan yang tinggi
4. Tidak segerak atau serentak
5. Capaian rawak dan tidak ‘linear’
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Functions of the Mass Media

(Dominick, 2002)

MACROANALYSIS MICROANALSYSIS
 Atindividual level
At the society as message
level as a whole receiver/audience

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Influence
Surveillance
Persuasion

The Main
Functions of
Interpretation Mass Entertainment
Communication

Socialization
Linkage and value
distribution

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Perincian fungsi utama

media massa kpd masyarakat
 Untuk memantau / To Survey
 Media memantau peristiwa, memilih yg relevan,
mencetak, dan mengedar / menghebahkan kpd
masyarakat.
 Untuk mentafsir / To Interpret
 Media massa bertugas sebagai pentafsir kepada
sebarang peristiwa yang berlaku di sekitar kita.

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Function of media as surveillance

can be divided into 2 forms:
 Provide Warnings:  Instrumental:
Reminds society of any
Do not require
event/catastrophe that
immediate action
is expected to happen
 Transmission of
 (eg. Natural disasters,
information that
economic recession,
benefits society
war, diseases)
 (E.g. article, new
products, films, etc.)

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Perincian fungsi utama

media massa kpd masyarakat
 Untuk menghubung / To Linkage
 Media menghubungkan ahli masyarakat dgn ahli
masyarakat lain yg terpisah – sama ada terpisah dari
segi persaudaraan, mahupun geografi.
 Untuk menghibur / To Entertain
 Fungsi media ini merupakan fungsi yg paling akhir
dikenal pasti. Namun menjadi fungsi yg paling
dominan, paling memberi sumber kewangan kpd
organisasi media massa.

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+ The Functions and Effects of 15

Media - Uses and gratifications

 This theory assumes that people are
active users of media and select how
they will use it.

 Audience will select media that they

feel can fulfil their needs and interests
(for their own personal interests and
reasons).

 Therefore, sometimes publics’ minds

cannot be changed through the media.

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+ The Functions and Effects of
16

Media - Agenda setting

 Media plays a role in influencing public opinion

 Agenda setting trying to draw attention from the
publics based on current news/issues that are shown
in the media (newspapers/news on
TV/radio/magazines).
 This is a way to try to gain publics’ interest towards
your organization’s campaigns/cause/ ‘CSR’ work.

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Cultivation analysis (Penyuburan)

- Diperkenalkan oleh George Gerbner pada 1973.
- Kesan yang timbul akibat dari proses
pendedahan maklumat yang sama dari sumber
yang sama secara berterusan sehingga
mempengaruhi pembentukan nilai, peranan dan
pandangan seseorang terhadap dunia (world
view).
- Mereka menganggap bahawa realiti hidup dalam
dunia sebenarnya adalah sama dengan yang
digambarkan oleh televisyen.

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• Jika seseorang itu banyak

menghabiskan masa
menonton televisyen, maka
bermakna pandangannya
terhadap dunia adalah
lebih mirip kepada apa
yang digambarkan oleh
televisyen.

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Characteristics of Mass
Communication Technology
1. Message sent to the receivers through
combination of mass media systems
2. Massage reach all layers of society
3. Message are sent rapidly

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PRINT MEDIA

1.Newspaper

2. Book

3. Magazines

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Media Cetak - Akhbar

 Mudah diperoleh.

 Dapat dimiliki oleh masyarakat umum dari pelbagai srata

sosial kerana harganya yang murah.

 Dapat dibaca berulang-ulang kali.

 Jumlah berita yang tidak terhad kerana jumlah halaman yang

mudah ditambah.

 Akhbar-akhbar tabloid biasanya bersifat lebih menjurus

kepada khalayak sasaran.

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+ PRINTED EDITION vs ONLINE EDITITON
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THE STAR: DIGITAL EDITION

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Media Cetak - Majalah

 Lebih menjurus kepada kelompok sasaran tertentu.

 Berita dan maklumat yang lebih khusus.

 Penumpuan corak dan gaya penyampaian mesej yang lebih

khusus kepada kelompok sasaran.

 Jumlah pembaca yang lebih terhad.

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Magazines (Examples)

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Electronic Media in the Digital Age

TELEVISION
AND
BROADCAST

ELECTRONIC FILM
RADIO MEDIA

RECORDING
AND AUDIO

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Media Elektronik - Radio

 Lebih mudah dimiliki oleh masyarakkat
secara komparatif harganya adalah murah.

 Jarak jangkauan yang agak luas.

 Lebih bercorak setempat / tempatan kerana

jarak gelombang radio yang agak terbatas.

 Maklumat yang disampaikan juga bercorak

setempat.

 Cara penyampaian yang terhad kepada

penggunaan bunyi.

 Lebih bersifat interaktif berbanding media

cetak.

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Media Elektronik - Televisyen

 Mempunyai jarak jangkauan penerima yang luas.

 Penonton yang pelbagai.

 Berkebolehan mengarah peristiwa, iaitu memberi fokus kepda

peristiwa yang mustahak dengan menggunakan gambaran dekat
(close-up) dan teknik pengambaran yang lain.

 Mempunyai elemen-elemen bergabung, iaitu audio dan visual.

 Berkeupayaan memberi gambaran dramatik kepada penonton.

 Bersifat interaktif yang terbatas.

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Media Elektronik - Internet

 Media yang interaktif.

 Mempunyai kebolehan pelbagai media atau

hypermedia.

 Berkebolehan mencapai maklumat seluruh dunia

melalui lebuhraya maklumat (information
superhighway).

 Kandungan laman web yang tidak terbatas masa

dan ruang.

 Kandungan laman web yang boleh dikemaskini

oleh penulisnya (Wikipedia/ blog).

 Berkebolehan menyasar kepada kelompok

sasaran tertentu mengikut platform komputer
ataupun browser.
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MEDIA CLOBALIZATION
ISSUES
 Diversification of media combination

 Emphasis on human’s capability to control various

forms of information

 Cultural imperialism depicts the inequality of the

media

 Cultural imperialism is related to the discontinuity

of media, information and news flow

 Affects certain cultures and societies in the world

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Borderless
Management of
community
Cyberspace

Impacts of Media
Communication
Technology on a
Community
Digital divide
Involvement
of electronic
Improvement of quality community
of life

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 Information and Communication
Technology etiquette
 Be concise/brief and to the point

 Answer and focus on the questions asked

 Use proper spelling, grammar, and punctuation

where needed/ spell check/address appropriately
and correctly spell the names

 Do not attach unnecessary files/Keep attachments

to a minimum and mention your attachment in the
content
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 Information Communication technology
etiquette (Cont…)
 Do not overuse the high priority option

 Do not write in Capitals/write in the right

tone/type in lowercase

Read the email before you send (should be

easily understood and not misinterpreted).

Do not overuse reply to all /make it

personal. Avoid using BCC and Cc
unnecessary

Always end the emails with “Thank you”.

Sincerely, “Best regards” etc…(Be courteous)
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THANK YOU

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