COM CO 101 Study Guide - Fall 2018, Comprehensive Midterm Notes - Mass Media, World Bank, Web Search Engine
COM CO 101
MIDTERM EXAM
STUDY GUIDE
Fall 2018
Types of Communication
- Intrapersonal (thoughts to yourself)
- Interpersonal (talking to one or a few other people)
- Group (30-40)
- Mass Communication (interactions between a sender and a mass audience)
- Audience is unseen
Components of Mass Communication
- Mass messages (interactional tool that can appeal to a wide audience)
- Mass media
- Mass communication
- Mass communicators (design the message, decide the audiences)
- Mass audiences (intended receivers of a message, largely unseen by sender)
Challenges?
- Lack of control
- Language barriers
How do we
- Know with whom we need to communicate
- Know what messages work best with which audience
- Know which medium (or combination of media) works best to reach the audience(s)
- Understand what our audiences want
- Train future generations of (mass) communicators
We do research!!
Models of Communication
- Shannon and Weaver’s Linear Model of Communication
- S & W’s Interactive Model of Communication
- Lasswell’s Model of Communication
Shannon and Weaver’s Linear Model
- Sender → message → receiver
- Only one-way
- Ignores context
- One sender, one receiver
- Edited model
- Source → message → transmitter → signal → noise course → received signal →
receiver → destination
- Still one-way
- Still no opportunity for feedback
- Still only goes to one destination
Shannon and Weaver’s Interactive Model of Communication
- Edited model to include feedback
find more resources at oneclass.com
find more resources at oneclass.com
Lasswell’s Model of Communication
- Communicator → message → medium → receiver → effect
Theories of Mass Communication
- Magic Bullet or Hypodermic Needle Theory
- Minimal Effects Theory
- Two Step Flow of Influence
Magic Bullet/Hypodermic Needle Theory
- Meaning could be strategically placed into a media message that would then be
“injected” into or transmitted to the receiver
- Wrong assumptions
- Passive audience
- Homogenous audience
- Homogenous media consumption
- Absence of noise → things that distort/disturb environment and message
- Technical noise (wouldn’t use a radio ad for a snuggie)
- Semantic noise (ex: misunderstandings among different types of english)
- Effectiveness
Minimal Effects Theory
- Media not as powerful as previously thought
- Media can only reinforce; not necessarily change beliefs
- Only very motivated people pay attention to media
Two Step Flow of Communication
- Opinion leaders > Media
- Media → opinion leaders → the masses
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Interpersonal (talking to one or a few other people) Mass communication (interactions between a sender and a mass audience) Mass messages (interactional tool that can appeal to a wide audience) Mass communicators (design the message, decide the audiences) Mass audiences (intended receivers of a message, largely unseen by sender) Know with whom we need to communicate. Know what messages work best with which audience. Know which medium (or combination of media) works best to reach the audience(s) Shannon and weaver"s linear model of communication. S & w"s interactive model of communication. Source message transmitter signal noise course received signal receiver destination. Communicator message medium receiver effect. Meaning could be strategically placed into a media message that would then be. Absence of noise things that distort/disturb environment and message. Technical noise (wouldn"t use a radio ad for a snuggie) Semantic noise (ex: misunderstandings among different types of english) Media not as powerful as previously thought.
