COM CO 101 Lecture Notes - Lecture 1: Evaluation Strategy, Political Journalism, Root Mean Square
1 May 2018
School
Department
Course
Professor
2018/4/3
Intro to Mass Media and Digital Platforms
Models of communication processes & effects!
-Today’s Agenda
•Class Expectations
•What is MC/AD/PR
•Models of Media Process&Effects
I. What is MC/AD/PR?
A. Create strategic “message” for [very direct idea of what/who we want]
1. Specific purposes
2. Specific audiences
3. Specific outcomes
B. Develop models and theories to explain and predict
1. researchers& well-developed worker in their industry
2. Processes — “how” and “why” (does it work)
3. Effects — the end result
C. Develop evaluation strategies to assess
1. Outcome
2. And “how” and “why”
3. methodical approach to create best message to get√ the best outcome
4. 126 million people saw Russian-backed content
a) Politics& Russia dominate, crisis moment, more than ever people interested in
mass media
II. What we do?
A. AD agencies
1. Create top Super Bowl ads (HILL HOLIDAY)
B. PR firms
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2018/4/3
1. CEO of top-10 PR firms (Ketchum)
C. Consultants for Fortune 500 Companies (Fidelity, Dell, American
Express, P&G, Canon)
D. Political media consultant
E. Over $30 million in research grants
1. Tobacco and alcohol
2. HIV prevention in Africa
III. MC/AD/PR Students
A. 91% of graduates employed within 6 months graduation
IV. Types of Communication
A. Interpersonal (looking at exchanges between 2 people)
B. Organizational (send message and communication among themselves)
C. Mediated or Mass Communication (to a large audience)
1. one sender disseminate to many audience
V. Communication Models (3 stages of media effect)
A. Linear Model
1. most simple
2. clear sender and receiver, one way
3. noise can be any distraction, can be sound(TV, other talking to you)
4. when you text messages
5. missing:
a) feedback: when we communicate, the receiver may communicate back
b) contacts
B. Interactive Model
1. field experience: cultural understanding, shared attitude and belief and society
2. builds upon the limitation of Linear Model
3. Limitation
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