CHAPTER #1

CHAPTER #1 - CHAPTER#1 Mass communication refers to the...

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CHAPTER #1 “Mass communication refers to the process by which a complex organization with the aid of one or more machines produces and transmits public messages that are directed at large, heterogeneous, and scattered audiences .” Note that a mass medium is both a means or method of message distribution (e.g., printing press, broadcast transmitter) and an industry that operates a message-distribution system (e.g., newspaper, television). Nine elements of communication Source Encoding Message Channel Decoding Receiver Feedback Noise Effect Three settings of communication Interpersonal Machine- (or technology-) assisted interpersonal Mass 1. Mass-communication sources Traditional mass communication sources are formal media institutions (e.g., businesses such as Disney). Although the Internet provides individuals the chance to become mass communicators via inexpensive web pages, the most successful activities on the Internet (e.g., e-mail, instant messaging, file sharing, online auctioneering) are more akin to machine-assisted interpersonal communication than traditional mass communication. Mass communication sources have little knowledge of receivers.
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This note was uploaded on 11/08/2010 for the course COM 250 taught by Professor Staff during the Spring '08 term at Purdue.

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CHAPTER #1 - CHAPTER#1 Mass communication refers to the...

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