MASC 101 Chapter Notes - Chapter 1: Johannes Gutenberg, George Gerbner, Denis Mcquail
9 Apr 2018
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Document Summary
Several channels to engage with the public. No longer rely on traditional media/big media outlets to communicate our messages. George gerbner (media scholar) defines communication as social interaction through messages. Uses words, music, paintings, photography, gestures, dance. Denis mcquail (media scholar): we can view the levels of communication as a pyramid) Group communication: one person is communicating with an audience of two or more people. When an individual or institution uses technology to send messages. Messages sent to large, mixed audience which is not known to the sender. Traditional methods of mass communication being replaced by social media and online reading/viewing. The sender of message might be in a different place. The tech tools/channels used to transmit the messages of mass communication. A medium or platform that carries or messages to large audiences. Ex. books, films, broadcast, magazines, newspapers, podcasts. Describes mass communication as sender message channel receiver (smcr) Sender: the organization or individual responsible for the message being sent.
