100ch16

100ch16 - Chapter 16 Mass Communication Mass Communication...

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Chapter 16 Mass Communication
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2 Mass Communication I. Mass Communication: the process of managing messages for the purpose of creating meaning in a large audience A. Mass media: represents television, radio, advertising, public relations, newspapers, book and magazine publishing, music publishing, movies, and the internet
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3 Trends in Mass Communication II. Trends in Mass Communication 1. From Broadcasting to Narrowcasting a. Broadcasting: sending messages out indiscriminately to large audiences b. Narrowcasting: sending messages out to large audiences, but adapted to individuals or groups within that audience for whom the message has special relevance 2. The Downfall of Distance 3. From Divergence to Convergence a. Convergence: the integration of media technologies
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4 How Mass Communication Works III. How Mass Communication Works A. Strong Effects Models , viewed mass communication models as hypodermic needles inserting the desired messages into a passive audience. (see Fig. 16.1, p. 429) From p. 429
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This note was uploaded on 04/07/2008 for the course COM 100 taught by Professor Nakayama during the Spring '08 term at ASU.

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100ch16 - Chapter 16 Mass Communication Mass Communication...

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