Communication Vis A vis communication

1. COMMUNICATION
VIS A VIS
MASS COMMUNICATION

2. MASS
COMMUNICATION

3. ACCORDING TO MCQUAIL (1969, 2)
Mass communication
-comprise the institutions and techniques by
which specialized groups employ technological
devices (press, radio, films, etc.) to disseminate
symbolic content to large, heterogeneous, and
widely dispersed audiences.
-it has two features: technological devices,
magnitude and scope of its audiences

4. EDSA II: MEDIATED
INTERPERSONAL OR MASS
COMMUNICATION?
This example illustrates that sometimes mediated
interpersonal communication resembles mass
communication in its ability to reach large number of
people.
Difference related to 3 elements:
1.) Source of the message
2.) Process of transmittal
3.) The way feedback is generated and sent

5. For instance, your friend Sandy is the
president of a broad coalition of advocates
for good governance. He has been
relentlessly engaging in various sectors of
society to expose corruption in the
government. He comes to your house to
tell you that plans of massing up at the
EDSA shrine are now in place , and many
like-minded organizations are supporting
this move. He visits to your house so you
can have a face to face communication; this
is interpersonal communication.

6. Suppose he is unable to drop be your
house and, instead sends you a ext
message, this is mediated interpersonal
conversation. Since he is a leader of an
organization, his associates find it
appropriate to record in video camera a
short spiel where he makes an appeal to
his friends from all over the city to come
and join the rally at EDSA. The video
message lands in your email. This is fine
example of a mediated organizational
communication.

7. However, it his highly possible that your
friend Sandy is invited to a talk show, so he
can inform the public of his call to a rally at
the EDSA shrine. Here is where you
encounter his appeal that is persuasive
enough to get you and your friends to pick
up your bags and head to the EDSA shrine.

8. Message
Sandy talks his friends
and colleagues in a
meeting, over coffee
sends emails and text
messages informing them
of the planned mass
action at the EDSA shrine.
Sandy’s organization, the
Kongreso ng mga
Mamamayang Pilipino or
Kompil, is interviewed as part
of the featured in the primetime
news. Sandy and his
colleagues turn up at a late
night talk show and at the end
of his 15-minute spiel, he gives
a persuasive call to action.
Flashed on the screen are the
email addresses and the
telephone number of the
MEDIATED INTERPERSONAL VS. MASS
COMMUNICATION

9. Source
Sandy himself, as the
leader of organization
The television programs
Encoding
Sandy composing the
message himself
The format of the news
program and the talk show
that is able to accommodate
the message of Sandy as a
concerned citizen and leader
of political organization
Channel
Phone, Cellphone, Email Broadcast network

10. Receiver
Dozens of individuals The millions of people who are
tuned in to the television
programs
Decoding
The dozen of individual
who receive Sandy’s
emails, phone calls, and
text messages
Members of the audience
who are tuned into the
show
Feedback
The returned phone calls,
emails and text messages
sent back to Sandy
The number of people who
turned up and expressed
support for Sandy’s call

11. Noise Interference
Could be glitches in the
internet connection, the hums
in the telephone lines, or too
many text messages being
sent
Words or ideas that
memebers of the audience
cannot grasp or language
they cannot understand

12. Mass Communication
-the imparting or exchanging of information on large scale to
wide range of people.
-comprise the institutions and techniques by which specialized
groups employ technological devices (press, radio, films, etc.)
to disseminate symbolic content to large, heterogeneous, and
widely dispersed audiences.
-it has two features: technological devices, magnitude and
scope of its audiences
-involve huge, mostly powerful and extensive organization