MASS COMMUNICATION THEORIES
COMMUNICATION PROCESSBefore we cover theories, we must review  the communication process: Information originates with a  ...
COMMUNICATION MODELSource MessageReceiver           channel                  channel (speaker,         (verbal,           ...
SOURCE Iswhere communication originates. Needs to know who the receivers are. Needs to be seen as credible. Needs to k...
MESSAGE   Is the content of communication.   Confronts a serious challenge: getting people    to pay attention.   Must ...
CHANNEL   Is the medium (or media) used to transmit    the message (talking, email, TV, radio,    newspaper).   Must be ...
RECEIVER Is the person, persons or group for whom the  message is intended. Is most receptive to messages that  specific...
FEEDBACK Is the receiver’s reaction, as interpreted by  the source, to the message. Is an indispensable part of communic...
5 TYPES OF COMMUNICATION               thoughts, ideas, dialogue with one’s selfINTRAPERSONAL               between people...
MASS COMMUNICATION   Communication to the masses takes place when a    messages is sent to an audience (or receiver)    t...
SOME MASS COMM THEORIES Magic Bullet Theory Two-Step Theory Agenda Setting Theory Diffusion Theory Framing Theory
THE MAGIC BULLET THEORY            Mass Media              Public
TWO-STEP THEORY OF MASS COMM           Mass Media         Opinion Leaders             Public
THE AGENDA-SETTING THEORY            Mass Media              Public
THE DIFFUSION THEORY              Mass MediaIndividuals   Individuals   IndividualsIndividuals   Individuals   Individuals
FRAMING THEORY  FRAMING     THEORY— communicating   an idea in such a way that an audience   is influenced by the way it ...
LINKS TO MORE THEORIES   Mass Media    Theories:http://www.utwente.nl/cw/theorieenoverzicht/T    heory%20clusters/Mass%20...
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M6 mass commtheories

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Mass Comm Theories

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M6 mass commtheories

  1. 1. MASS COMMUNICATION THEORIES
  2. 2. COMMUNICATION PROCESSBefore we cover theories, we must review the communication process: Information originates with a SOURCE… ...who sends a MESSAGE... …using aCHANNEL to send information... …to a RECEIVER…
  3. 3. COMMUNICATION MODELSource MessageReceiver channel channel (speaker, (verbal, (listener, sender, nonverbal, decoder) encoder) mediated ) channel channelFeedback Receiver attaches meaning to message then replies to Sender through Feedback
  4. 4. SOURCE Iswhere communication originates. Needs to know who the receivers are. Needs to be seen as credible. Needs to know what kind of message is best suited to a particular audience. SourceMessageReceiver (speaker, (verbal, (listener, sender, nonverbal, decoder) encoder) mediated) Feedback Receiver attaches meaning to message then replies to Sender through Feedback
  5. 5. MESSAGE Is the content of communication. Confronts a serious challenge: getting people to pay attention. Must be relevant. Must be understood. SourceMessageReceiver (speaker, (verbal, (listener, sender, nonverbal, decoder) encoder) mediated) Feedback Receiver attaches meaning to message then replies to Sender through Feedback
  6. 6. CHANNEL Is the medium (or media) used to transmit the message (talking, email, TV, radio, newspaper). Must be seen as relevant. Must be seen as credible. SourceMessageReceiver (speaker, (verbal, (listener, sender, nonverbal, decoder) encoder) mediated) Feedback Receiver attaches meaning to message then replies to Sender through Feedback
  7. 7. RECEIVER Is the person, persons or group for whom the message is intended. Is most receptive to messages that specifically target the receiver’s interests and values. SourceMessageReceiver (speaker, (verbal, (listener, sender, nonverbal, decoder) encoder) mediated) Feedback Receiver attaches meaning to message then replies to Sender through Feedback
  8. 8. FEEDBACK Is the receiver’s reaction, as interpreted by the source, to the message. Is an indispensable part of communication. Communication is an on-going, continual process of feedback. SourceMessageReceiver (speaker, (verbal, (listener, sender, nonverbal, decoder) encoder) mediated) Feedback Receiver attaches meaning to message then replies to Sender through Feedback
  9. 9. 5 TYPES OF COMMUNICATION thoughts, ideas, dialogue with one’s selfINTRAPERSONAL between people, usually in PAIRS, but can be moreINTERPERSONAL shared identity, can have common goal;also called family GROUP or organizational communication when one person has the floor; speaker and audience; examples teacher/lecture class, to send information PUBLIC political conventions/audience of delegates, musical band, singer/audience journalism, print or electronic media; the sender communicates through mediated system, MASS receiver mostly watches or listens to the
  10. 10. MASS COMMUNICATION Communication to the masses takes place when a messages is sent to an audience (or receiver) through a specialized communication channel (or medium). Units of analysis for mass communication:  MESSAGE (usually mediated, such as an article, news report, radio announcement)  CHANNEL SourceMessageReceiver (or medium, such as TV, radio, (speaker, (verbal, (listener, newspaper, website) sender, nonverbal, decoder) encoder) mediated)  AUDIENCE Feedback (or receiver, such as Receiver attaches meaning to message then replies to reader, viewer, consumer) Sender through Feedback
  11. 11. SOME MASS COMM THEORIES Magic Bullet Theory Two-Step Theory Agenda Setting Theory Diffusion Theory Framing Theory
  12. 12. THE MAGIC BULLET THEORY Mass Media Public
  13. 13. TWO-STEP THEORY OF MASS COMM Mass Media Opinion Leaders Public
  14. 14. THE AGENDA-SETTING THEORY Mass Media Public
  15. 15. THE DIFFUSION THEORY Mass MediaIndividuals Individuals IndividualsIndividuals Individuals Individuals
  16. 16. FRAMING THEORY  FRAMING THEORY— communicating an idea in such a way that an audience is influenced by the way it is expressed. EX: 2000 Presidential Election Re-Count  Gore’s message—“I just want all of the votes counted.”  Bush’s message—“I just want everyone to play by the rules.”  Both—“Aren’t I a just leader? Don’t I look presidential?”
  17. 17. LINKS TO MORE THEORIES Mass Media Theories:http://www.utwente.nl/cw/theorieenoverzicht/T heory%20clusters/Mass%20Media/ Mass CommunicationTheories:http://www.uky.edu/~drlane/ca pstone/mass/ Defining Communication Theories: http://www.mhhe.com/mayfieldpub/westturner/student_r esources/theories.htm Theories of Communication:http://www.peoi.org/Courses/Coursese n/mass/mass2.html

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