Mass Communication

and the

Mass MediaPrepared by:

Miss Gracey

IMCN01G

Coverage

Definition of Mass Communication

Elements of Mass Communication

Functions of Mass Communication for

Society

Mass Media

Characteristics of Traditional Mass Media

Uses of Mass Media

Mass Communication

Mass Communication

the process by which an organization with the

aid of one or more machines produces and

transmits public messages that are directed at

large, heterogeneous, and scattered audiences

Elements of Mass Communication

Elements of Mass Communication

Source

Encoder

Decoder

Receiver

Feedback

Noise

Elements of Mass Communication

Source

- traditionally, a group of individuals who

acts in predetermined roles in an

organizational setting

- with the advent of WWW, an individual

can be a mass communicator

- has little detailed information about the

audience

Elements of Mass Communication

Encoding

- always a multistage process

- usually the channel or machine used in

sending the message

- mass communication is usually restricted

to one or two channels unlike with personal

communication where many channels are

available

Elements of Mass Communication

Decoding

- the process by which a message is

translated into a form the receiver can

understand

- Both people and machines can be

message decoders

- Some messages can involve many

decoding stages

Elements of Mass Communication

Receiver

- large, heterogeneous, scattered

Elements of Mass Communication

Feedback

- refers to responses from the receiver that

shape and alter the subsequent messages

from the source

- traditionally, more difficult

Elements of Mass Communication

Noise

- Can be semantic, environmental or

mechanical

Elements of Mass Communication

Comparison of Communication Settings

Table 1. Comparison of Interpersonal, Machine-Assisted Interpersonal and Mass Communication

Interpersonal Machine-Assisted Mass

Source Single person;

has knowledge

of receiver

Single person or

group; has great deal

of knowledge or no

knowledge of receiver

Organizations or

single person has

little knowledge of

receivers

Encoding Single Stage Single or multiple

stage

Multiple stages

Message Private or public;

cheap; hard to

terminate;

altered to fit

receivers

Private or public; low

to moderate expense;

relatively easy to

terminate; can be

altered to fit receivers

in some situations

Public; can be

expensive; easily

terminated; same

message sent to

everybody

Comparison of Communication Settings

Table 1. Comparison of Interpersonal, Machine-Assisted Interpersonal and Mass Communication

Interpersonal Machine-Assisted Mass

Channel Potential for

many; no

machines

interposed

Restricted to one or

two; at least one

machine interposed

Restricted to one

or two; usually

more than one

machine

interposed

Decoding Single stage Single or multiple

stage

Multiple stages

Receiver One or relatively

small number; in

physical

presence of

source; selected

by source

One person, small or

large group; within or

outside physical

presence of source;

selected by source or

self-defined

Large numbers;

out of physical

presence of

source; self

selected

Comparison of Communication Settings

Table 1. Comparison of Interpersonal, Machine-Assisted Interpersonal and Mass Communication

Interpersonal Machine-Assisted Mass

Feedback Plentiful;

immediate

Somewhat limited;

immediate or delayed

Highly limited;

usually delayed

Noise Semantic;

environmental

Semantic;

environmental;

mechanical

Semantic;

environmental;

mechanical

Functions of Mass Communication

Functions of Mass Communication

Surveillance- news and information role of the media

- can be classified into beware and instrumental

surveillance

Functions of Mass Communication

Interpretation- mass media do not only supply facts and data,

they also provide information on the ultimate

meaning and significance of events

Functions of Mass Communication

Linkage- joins different elements of society that are not

directly connected

Functions of Mass Communication

Transmission of Values- a subtle but nonetheless important function

- also called socialization function

*socialization – the ways an individual comes

to adopt the behavior and values of a group

Functions of Mass Communication

Entertainment- television is Filipinos main source of

entertainment, followed by radio

Mass Media

Mass Media

the channels used for mass communication

includes not only the mechanical devices that

transmit and store message but also the

institutions that use the machines to transmit

messages

Mass Media

Media Vehicle- a single component of the mass media such as

newspaper, radio station, TV network, magazine

Characteristics of Traditional

Mass Media Organizations

Characteristics of Traditional

Mass Media Organizations

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