COM62704

INTRODUCTION TO
MASS COMMUNICATION

WEEK 1 - MASS COMMUNICATION,

CULTURE AND MEDIA LITERACY
 Overview and Introductions
▪ Introduction to your Module Lecturer
▪ Module Learning Outcomes
▪ Assessment Methods
▪ Teaching and Learning
▪ Resources and learning materials
▪ Lecture 1: Mass Communication, Culture, and Media
Literacy
 Lecturer Information
Lecturer’s Name:
Ms Gogulamathe Shamugam @ Ms Gogu

Functional Area(s):
School of Media and Communication

Email:
Gogulamathe.Shamugam@taylors.edu.my

Contact: Telegram

Background:
Corporate Sectors :

Education Sectors :
Module Learning Outcomes
1. Identify the key theories, concepts and perspectives relevant to mass media
and communication.

2. Discover current developments impacting the mass media landscape such

as concentration of ownership, globalisation, convergence and digitisation.

3. Analyse current media industry issues or developments and apply key

concepts or perspectives from media scholars and practitioners to explain
the current phenomenon impacting media and communication which will be
essential for planning of media strategies.

4. Reflect on the role and influence of mass media and communication on

culture, society, politics and other contexts to exhibit proficiency at media
literacy.
 Assessment Methods
Assessment components:
• Assignment weighted at 100%
• Individual Assignments (50%)
• Group Assignment (50%)
Module Learning Programme
Assessment Task Weight Due Date
Outcomes Assessed Learning Outcome
Assignment 1:
Part A: Individual In-class Assessment 20% Weeks
1 1
Part B: Online Quiz 10% 5,11

Assignment 2:
Group Report Essay 20% 2 4 Week 7

Assignment 3:
Individual Assignment (Reflective
20% 4 8 Week 14
Essay)

Assignment 4:
Final Group Project Video 30% 3 2 Week 12

• Final Exam - NO
 Get Module Information,
Materials and Updates via

Your TIMeS Module Site

https://times.taylors.edu.my/course/view.php?id=72382
 Module Resources and Textbooks
1. Baran, S. (2020). LooseLeaf for Introduction to
Mass Communication: Media Literacy and Culture.
10th ed. Boston: McGraw Hill.

2. Hanson, R.E. (2021). Mass Communication: Living

in a Media World. 8th ed. New York: SAGE
Publications.

3. Other online resources & references will be used

throughout the semester. You can refer to the
module outline for the full list.
Any Question
 WEEK 1 LECTURE

MASS
COMMUNICATION,
CULTURE AND
MEDIA LITERACY
Learning Objectives

▪ Able to understand the meaning of mass communication,

mass media and its characteristics.

▪ To have understanding on basic communication models

in communication.

▪ Able to learn the relationship between mass media

culture and media literacy.
WHAT IS MASS COMMUNICATION?
 What is Mass Communication?
INTERPERSONAL vs MASS COMMUNICATION
INTERPERSONAL
• Two or more individuals come together
to exchange the message in a given
social context.
• It tends to inform, educate, advise,
warn, order, suggest, motivate and
persuade.
• Expands from the evolution of
mankind.
• Instant feedback
MASS COMMUNICATION
• Mass communication is a type of
communication with the large group
of audience, using mass media.
• It tends to inform, educate, entertain
and persuade.
• Expands with technological
advancement.
• Delayed feedback
CHARACTERISTICS OF MASS COMMUNICATION
1. Directs messages toward relatively large, heterogeneous and
anonymous audience.
2. Messages are transmitted publicly
3. Short duration message for immediate consumption
4. Feedback is indirect, non-existent or delayed
5. Cost per exposure per individual is minimum
6. Source belongs to organization or institutions
7. Mostly one way
8. Involves good deal of selection that is, medium chooses its audience
(newspaper for literates) and audience choose media (poor, illiterates
select radio)
9. There is need for fewer media to reach vast and widespread audience
because of wide reach of each
10. Communication is done by social institutions which are responsive to
the environment in which they operate
Media Use Statistics

Source: https://www.frankwbaker.com/mlc/media-use-statistics/
 Now tell me
Who involves in Mass Communication?

• Journalism
• Entertainment
• Events
• Advertising
• Music
• Marketing
• Video Games
• Social Media
• Public Relations
 Basic Communication Model

OMMUNICATION
PROCESS -
hanon-Weaver
ommunication
Model

Linear Communication Model by Shannon-Weaver

SCHRAMM MODEL
What is Mass Communication?
OF MASS
COMMUNICATION
 The process of creating shared meaning
between the mass media and their audiences

Schramm mass communication model is the

extended version of the Shannon-Weaver
model

MASS In Schramm’s mass communication model,

COMMUNICATION feedback is referred as “delayed inferential
feedback.”
DEFINED
This feedback is indirect rather than direct.

Example: TV stations, must wait a day, at the very

minimum, and sometimes a week or a month, to
discover the ratings for new programs
 Culture and communication are inseparable,
and mass communication, as we’ve seen, is a
particularly powerful, pervasive, and complex
form of communication
MASS COMM,
CULTURE & Media literacy—the ability to effectively and
efficiently comprehend and use any form of
MEDIA mediated communication.

LITERACY
Technology has encouraged the evolution of
mass communication and its relevant culture –
from prints to electronics and new media
 A critical thinking
skill enabling
An understanding
audience members
of the process of
to develop
mass
independent
ELEMENTS OF judgments about
communication
media content.
MEDIA
LITERACY
An awareness of
Strategies for
the impact of
analyzing and
media on the
discussing media
individual and
messages.
society.
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