SMC219Y1 Lecture Notes - Lecture 5: Communication Theory

• School: UTSG
• Department: St. Michael's College Courses
• Course: SMC219Y1
• Professor: Steve Hoselton

Document Summary

Biagi is a late 20th century/early 21st century theorist. Her theor(cid:455) is (cid:374)ot her o(cid:449)(cid:374), (cid:271)ut a (cid:448)er(cid:455) (cid:272)lear state(cid:373)e(cid:374)t of o(cid:374)e s(cid:272)hool of (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)atio(cid:374)"s theor(cid:455) Her theory is valuable not only because of what it tells us, but also because of its flaws. It"s a (cid:448)er(cid:455) si(cid:373)ple (cid:449)a(cid:455) to u(cid:374)dersta(cid:374)d (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)atio(cid:374) Biagi refers to as a channel (otherwise known as the media: there"s o(cid:374)e thi(cid:374)g that (cid:272)a(cid:374) get i(cid:374) the (cid:449)a(cid:455) of the (cid:373)essage rea(cid:272)hi(cid:374)g the re(cid:272)ei(cid:448)er. Biagi refers to this as noise, or static. Biagi"s (cid:373)odel, (cid:449)hile (cid:374)ot (cid:449)ro(cid:374)g, is o(cid:448)erl(cid:455) si(cid:373)plisti(cid:272: a lot of variables are left out of her model. Vaccination theory: the sender vaccinates the receiver with a message: the idea that the (cid:373)essage goes straight to the re(cid:272)e(cid:448)iier"s head a(cid:374)d (cid:272)reates a positive response. People were afraid of being brainwashed by commercials: has been completely discredited, the relationship between sender and the receiver is much more complex.