SMC219Y1 Lecture 4: Lecture 4 - Theory - Shirley Biagi
20 Sep 2017
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Sender -> (channel/medium) [noise] receiver -> (feedback/response) back to sender. I. e. static, static, blurry ink, poor signal, etc. In direct response to message that has been sent out. Not receiver"s own ideas, simply a response. I. e. sender = store; channel = tv; message = sale; receiver receives message; feedback: either attend the sale (+) or don"t (-) Basic picture of how communication works through media. Problem with theory: based on vaccination model: claims people are always influenced by messaged they are receiving. People thought mass communication = extremely influential and hypnotically important (no resistance to messages) Leaves out complexity of receiver (multiple scenarios: i. e. multitasking, different intentions, etc. ) Message can be added into mass complex; respond according to own agenda. Changed definition of noise as more than mechanical interference. Notion that receiver has built in filters/assumptions - not necessarily a problem with the message but with preconceptions of the receiver. Receiver could be sending message of their own.
