MAP- Introduction to mass communication, advertising, and public relations
-MEDIA SCIENCE: study of an empirical science of how to strategically design, distribute and
evaluate media messages. Use media theory + research + practice…Interpersonal
communication has a real impact on people’s choice to become organ donors.
-Communication: interaction with one or more people
-Types of communication: intrapersonal (interior monologue), interpersonal(comm with another
friend/relationships/ family), group (one sender to many receivers are recipients known to the
sender LIKE students and a teacher), mass communication (one sender to many receivers are
recipients NOT known to the sender/UNSEEN AUDIENCE (KEY OF MASS
COMMUNICATION) - CUSTOMERS (READERS) and a COMPANY(MAGAZINE) who doesn’t
know customers’ identity)
-MASS COMMUNICATION: a linear process flowing one way to a multitude of receivers
anonymous to the source
-CHALLENGES OF MASS COMM: Which best messages, which best medium or media (TV,
RADIO, NEWSPAPER) , what do audiences want ? = RESEARCH (SELL ENERGY DRINKS —
> TARGETS = ATHLETES). (SELL SOMETHING TO OLDER PEOPLE/SENIORS/ OVER 60
—-> FOX NEWS, WHEEL OF FORTUNE, JEOPARDY)
- ORAL COMM, WRITTEN COMM, PRINTED COMM, ELECTRONIC COMM, DIGITAL
COMM - EARLY SOCIETIES, 1000 B.C.E. - 1400s, 1500s, 1840 TELEGRAPH 1920
RADIO 1950 TV, NOW. Communication studies are relatively recent.
MODELS OF COMMUNICATION
-Shannon and Weaver’s linear model of communication (SENDER, MESSAGE AND
RECEIVER WITH BACKGROUND NOISE) (CRITICIZED FOR SIMPLICITY it doesn't
incorporate other important aspects of communication). Communication starts with a source,
transmitter sends a message through a signal and the destination is a receiver who receives a
message with a background noise, then the feedback was added by S and W to change the
initial process.
-Lasswell’s model (5 Ws and one H - who as communicator, says what as message, how are
they trying to send the message through which channel/medium, to whom the receiver, and
lastly it is an essential component to understand the effect of the message on the recipient to
know if the message was successful.
, 4 THEORIES OF MASS COMMUNICATION
-magic bullet theory or hypodermic needle theory: media messages are powerful and act like
injections, imbedding in minds of recipients (1950s). Are ALL of them the same? They do not
have the same effect on everybody. Defunct. Selective exposure, yes, people decide which
messages to expose themselves to.
PROBLEMS OF THIS THEORY
1. Audiences are passive, they assume - ingesting information passively, we are critical
thinkers when we confront ads… We think about what we know already or pre-
existing assumptions.
2. Homogenous audience - different niches of people – audience fragmentation –
actually not one audience
3. Homogeneous media consumption - we consume media differently from other people
4. ABSENCE OF NOISE - Noise is a distraction in the communication process hat
interferes with delivering your message. Technical noise, any distraction in the
communication process caused by channel or medium (under a tunnel interfering with
your phone). Semantic noise - caused by choice of words. Psychological noise -
happens because of the psychological states of recipients (around elections).
MINIMAL EFFECTS THEORY - inspired the 2 step flow
> media aren't that powerful as thought
>media reinforce attitudes, HARDLY EVER change them
>ONLY MOTIVATED PEOPLE LISTEN
TWO STEP FLOW with humans— (1) opinion leaders USE MEDIA to reach masses (2) (media,
influencers, masses)
-People are not influenced directly by the media but by OPINION LEADERS (1940s and 50s -
politicians etc..)
- Today influencers influence audiences using this process
CULTIVATION THEORY
- Heavy viewing of tv content influences your worldview through tv portrayals
(crime genres, people who see these tv shows are inclined to think the backgrounds
portrayed are actually dangerous). Studies have shown that people who watch grey's
anatomy are more satisfied with their physicians, but think everything is cancer.
Gilmore GIrls makes people romanticize life/the cold and be more successful in
school.
-MEDIA SCIENCE: study of an empirical science of how to strategically design, distribute and
evaluate media messages. Use media theory + research + practice…Interpersonal
communication has a real impact on people’s choice to become organ donors.
-Communication: interaction with one or more people
-Types of communication: intrapersonal (interior monologue), interpersonal(comm with another
friend/relationships/ family), group (one sender to many receivers are recipients known to the
sender LIKE students and a teacher), mass communication (one sender to many receivers are
recipients NOT known to the sender/UNSEEN AUDIENCE (KEY OF MASS
COMMUNICATION) - CUSTOMERS (READERS) and a COMPANY(MAGAZINE) who doesn’t
know customers’ identity)
-MASS COMMUNICATION: a linear process flowing one way to a multitude of receivers
anonymous to the source
-CHALLENGES OF MASS COMM: Which best messages, which best medium or media (TV,
RADIO, NEWSPAPER) , what do audiences want ? = RESEARCH (SELL ENERGY DRINKS —
> TARGETS = ATHLETES). (SELL SOMETHING TO OLDER PEOPLE/SENIORS/ OVER 60
—-> FOX NEWS, WHEEL OF FORTUNE, JEOPARDY)
- ORAL COMM, WRITTEN COMM, PRINTED COMM, ELECTRONIC COMM, DIGITAL
COMM - EARLY SOCIETIES, 1000 B.C.E. - 1400s, 1500s, 1840 TELEGRAPH 1920
RADIO 1950 TV, NOW. Communication studies are relatively recent.
MODELS OF COMMUNICATION
-Shannon and Weaver’s linear model of communication (SENDER, MESSAGE AND
RECEIVER WITH BACKGROUND NOISE) (CRITICIZED FOR SIMPLICITY it doesn't
incorporate other important aspects of communication). Communication starts with a source,
transmitter sends a message through a signal and the destination is a receiver who receives a
message with a background noise, then the feedback was added by S and W to change the
initial process.
-Lasswell’s model (5 Ws and one H - who as communicator, says what as message, how are
they trying to send the message through which channel/medium, to whom the receiver, and
lastly it is an essential component to understand the effect of the message on the recipient to
know if the message was successful.
, 4 THEORIES OF MASS COMMUNICATION
-magic bullet theory or hypodermic needle theory: media messages are powerful and act like
injections, imbedding in minds of recipients (1950s). Are ALL of them the same? They do not
have the same effect on everybody. Defunct. Selective exposure, yes, people decide which
messages to expose themselves to.
PROBLEMS OF THIS THEORY
1. Audiences are passive, they assume - ingesting information passively, we are critical
thinkers when we confront ads… We think about what we know already or pre-
existing assumptions.
2. Homogenous audience - different niches of people – audience fragmentation –
actually not one audience
3. Homogeneous media consumption - we consume media differently from other people
4. ABSENCE OF NOISE - Noise is a distraction in the communication process hat
interferes with delivering your message. Technical noise, any distraction in the
communication process caused by channel or medium (under a tunnel interfering with
your phone). Semantic noise - caused by choice of words. Psychological noise -
happens because of the psychological states of recipients (around elections).
MINIMAL EFFECTS THEORY - inspired the 2 step flow
> media aren't that powerful as thought
>media reinforce attitudes, HARDLY EVER change them
>ONLY MOTIVATED PEOPLE LISTEN
TWO STEP FLOW with humans— (1) opinion leaders USE MEDIA to reach masses (2) (media,
influencers, masses)
-People are not influenced directly by the media but by OPINION LEADERS (1940s and 50s -
politicians etc..)
- Today influencers influence audiences using this process
CULTIVATION THEORY
- Heavy viewing of tv content influences your worldview through tv portrayals
(crime genres, people who see these tv shows are inclined to think the backgrounds
portrayed are actually dangerous). Studies have shown that people who watch grey's
anatomy are more satisfied with their physicians, but think everything is cancer.
Gilmore GIrls makes people romanticize life/the cold and be more successful in
school.
