Topic 1.pptx - SCCA 1013 INTRODUCTION TO COMMUNICATION CHAPTER 1 HISTORY OF COMMUNICATION STUDY RATIONALE Communication studies is aimed at building

Topic 1.pptx - SCCA 1013 INTRODUCTION TO COMMUNICATION...

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Unformatted text preview: SCCA 1013 INTRODUCTION TO COMMUNICATION CHAPTER 1: HISTORY OF COMMUNICATION STUDY RATIONALE Communication studies is aimed at building one’s awareness of interaction between parties to the normal functioning of human beings and facilitates their ability to operate in the social environment and beyond. SCCA1013, Dept. of Communication 12/24/2019 2 Learning Outcomes Define and explain about communication study Identify the development of communication study at the international level Explain the development of communication study in Malaysia. SCCA1013, Dept. of Communication 12/24/2019 3 Topics i. Communication as social sciences. ii. Changes and development of communication study. iii. Development of communication study in Malaysia SCCA1013, Dept. of Communication 12/24/2019 4 Communication as Social Sciences What is Communication? Communication is a field of study which discusses one of the social science aspect: community relations. Generally COMMUNICATION explains the phenomena of the process, the nature and impact of community interaction. What is ‘Social Sciences’ A systematic science of describing or discussing social affairs. SCCA1013, Dept. of Communication 12/24/2019 5 Communication as Social Sciences Studies – Cont’d Psychology Sociology Economy Social Scienc es Communication Laws SCCA1013, Dept. of Communication Anthropology Politics 12/24/2019 6 Development of Communication Studies Early Era[19001930] • Beginning with the era of Ancient Greece - rhetoric. • Studies of rhetoric flourish in Europe & America. • Become a professional field public speaking in 1914 in America. Social Science Era [1930-1950] Revolution Era [1950-1960] • The impact of the World’s War become professional field. • From a focus on speaking, growing to media effects (Lasswell) on thoughts, attitudes and behaviors (Hovland, Lazarsfeld, Lewin). • Growing by Wilbur Schramm. • Communication is becoming to create its s own field of its own. • Efforts to develop original communication theory through Linear Model of Communication (Shannon & Weaver) & SMCR Model (Berlo) SCCA1013, Dept. of Communication 12/24/2019 7 Communication Studies SCCA1013, Dept. of Communication 12/24/2019 8 Development of Communication Studies Initial focus on interpersonal communication and group communication. Communication field also influenced the civil rights movement. Turbulence Era [1960-1970] • • New Rhetoric Era [1965-1980] • Interest in social issues is increasing. • Study the effects of mass communication on the social movement. • Effects of social on culture change. Universal Model Era [1970-1980] • Scholars have tried to build a theory that can explain the phenomenon of communication independently. • Various studies on various aspects of life conducted. • The existence of new models of communication. Turbulence Era[1980now] • Emerging of cross-discipline of knowledge. • Development in other field of studies makes communication become dynamic area of study. • Interest on the interpretive & critical paradigm. SCCA1013, Dept. of Communication 12/24/2019 9 Factors that Influence the Development of Communication Studies Diversity of Genre/ Paradigm World Events Technology Advancemen t • Littlejohn (1997): Strcuturalist Functionalist, Behavioural Cognitive, Interactionalist, Interpretive, Critical. • Griffin (2003): Cybernetic, SocioCultural • Economy: Industrial revolution, development, health • Politics: World Wars • Innovation in telecommunication. • The phenomena of new media. SCCA1013, Dept. of Communication 12/24/2019 10 Development of Communication Studies in Malaysia Phase 1 *Development of journalism *Communication roles in national politics *Communication as independent tools Phase 3 *Business and entrepreneurial * Communication study offers in USM, UiTM & UKM. SCCA1013, Dept. of Communication Phase 2 *Development of printed media *Establishment of IPRM-1962 & BERNAMA-1968. *Communication as development tools Phase 4 *Communication as commodity *Communication study offered in all HEIs in Malaysia *Impact of communication technology 12/24/2019 11 CONCLUSION Why do we need to study Communication? SCCA1013, Dept. of Communication 12/24/2019 12 ...
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