4.21.11 Chapter 9

4.21.11 Chapter 9 - Chapter 9 Mass communication versus...

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Chapter 9 Mass communication versus Mediated communication Mass communication o Mediated communication between a source and a large audience that is often unknown by the source Mediated communication o All mass communication is mediated o Not all mediated communication is mass communication o Phone, email, etc As new communication technologies develop, the decision about the best way to send a message becomes more complex Media richness o Information-carrying capacity of the medium Richness Based on Four Characteristics Speed of Feedback o Synchronous versus asynchronous Ability to personalize the message Availability of multiple cues Language variety Most rich to least rich Face to face Video conferencing Telephone Texting, IM Email Recordings Memos, letters Bulk mail, brochures, pamphlets, flyers How Ambiguous is the Message? Ambiguity: possibility of multiple interpretations General principle o the more ambiguous the message, the richer the medium that should be used communication effectiveness
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This note was uploaded on 10/05/2011 for the course COMM 200 taught by Professor Sereno during the Fall '07 term at USC.

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4.21.11 Chapter 9 - Chapter 9 Mass communication versus...

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