Mass Communication

Potentially, the most influential

form of human communication
 Types of communication

• Intrapersonal
– When we talk to ourselves
• Interpersonal
– When we talk to another
• Group
– When we give a speech to a group
• Mass communication--an unseen
audience
• Q. How do mass communicators differ
from other types of communicators?

• They cannot see their audience.

 Components of mass
communication

• The five m’s of mass communication:

• Mass communicators
• Mass messages
• Mass media
• Mass communication
• Mass audiences
 Mass communication? Or
mass communications?

• 1. Communication refers to the process

• 2. There is a double encoding and

double decoding.

• 3. Mass communications refers to a

thing.
 Communication models

• Shannon and Weaver

• 1. Decision to communicate
• 2. Encoding
• 3. Transmission through Medium
(channel) double encoding/decoding
• 4. Reception
• 5. Decoding 6. Internalization
 Cue for test:

• Remember that the recipient

internalizes the message.
 Narrative model

• Harold Lasswell:

• Who says what?

• In which channel?
• To whom?
• With what effect?
 Concentric circle model
effects
Mass media
filters
audiences
gatekeepers
regulators
codes communicators

codes
gatekeepers
communicators
 Concentric circle model
• Effects
• Audiences
• Filters
• Regulators Misses many complexities
• Mass media
• Gatekeepers
• Codes
• Communicators
Q. What is the message in a
communication model?

A. The representation of
the thought.
 Mysterious process
• Millions spent in
advertising and
promotions

• Need to know all

Clip
there is about the
process
 Fundamentals in the process
• Stimulation • Decoding
– source – Receiver/transmitter
• Encoding
– Put thoughts into • Internalization
symbols – Understanding the
• Transmission message
– The channel, media
 Players in the process
• Gatekeepers
– News producers
• Regulators
– FCC, PMRC
• Hybrids
– “gatekeeper-
regulator hybrids”
– NAB, SPJ
 Impediments to
communication

• Noise

– Semantic--sloppy messages

– Channel--static

– Environmental--noise at reception site

• Q. What is the mass communicator’s
best antidote against noise?

• A. Repetition
 Filters

• Informational filters
– Audience doesn’t understand us
• Physical filters
– Receiver’s mind is clouded;

• Psychological filters
– Receiver’s bias; selective perception
 Results of mass
communication

• Feedback
• Q. How do mass communicators get it?
• A. Indirectly.

• Effects
• Q. Greatest influence of mass media?
• A. When it moves people to action.
• Q. When mass communicators choose
to communicate about something, that
“thing” has….

• A.?????
• Q. Why would you want Boomer
Esiason to campaign for your cause?

• A. ?????????