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Mass/ Mediated Communication
Terms in this set (8)
Define Mass Communication:
A source sends a message through a medium (TV) to a receiver (audience) producing some effect.
If message is entertainment: effect is to get entertained, If message is news: effect is to get informed.
*Media Literacy: ability to effectively and efficiently participate in mass communication.
-Understand impact of mass media
-understand process of mass media
-ability to understand and enjoy media by using multiple points of access. MULTIPLE SOURCES.
Define Mediated Communication:
Using a medium to transmit a message.
What you are using the thing for distinguishes difference of mass or mediated.
Moving from mass communication to mediated communication.
What is a mass medium?
Mass medium: technology that carries messages to a large number of people.
*Large number of people, not just one-to-one.
1. Synchronicity: immediate or not (how long it will take to get feedback.)
2. Interactivity: ability to engage/ interact. (can or cannot ask questions) degree of interaction and control over content or timing.
3. Social Presence: how connected you feel to the sender and to the receiver (can you see them, hear them, etc) how warm the process is.
Schramm's model of Mass Comm importance:
represents feedback by dotted line labeled inferential feedback-- indirect rather than direct.
Important because it illustrates the feedback process.
Mediated Communication Theories: Media Richness Theory. (1)
1. Media-Richness Theory:
-the more ambiguous the message, the richer the medium should be in communicating message.
-Speed of Feedback: how fast we get it, based on medium we use.
Synchronicity- Speedy (text message)
Asynchronous- slow (mail)
-Interactivity: measured from low to high. Ability to do things with that tool. (Ability to personalize message).
One way vs. two way information exchange.
Degree of control over communication event.
ability to adjust or tailor interaction based on feedback.
-Availability of different cues: technological features that create or manipulate communication using a specific communication mode. Beyond interactivity in social presence.
(visual cues, auditory cues, tactile cues, verbal cues.)
-Language Variety: enable specific forms of communication; changing vocal or jargon depending on receiver. Ex: won't send LOL to professor email.
CHALLENGE: assumes there is objective richness to particular media that does not vary based on individual or organizational variations.
Mediated Communication Theories: Uses and Gratifications Theory (2)
2. Uses and Gratifications Theory: Katz, Blumler, Gurerktz (1973)
focuses on why we are using certain media tools (logic behind it)
-We use media in order to gratify or satisfy ourselves.
Ex. entertainment, info, establishing identity, interact.
Send text instead of call to make it quick, don't wanna talk.
1. We use media to fulfill needs or goals. (Not passive, we choose to use this)
2. We make a choice to use a media and choose whether to be influenced or not by it (in control of message)
3. Because of limited amount of processing, our brains capacity to think is limited. Media outlets compete with other available means.
Mediated Communication Theories: Agenda Setting Theory (3)
3. Agenda Setting Theory: Mccombs and Shaw (1972)
Media outlets (News) tells us what to think about. (Set agenda for public debate)
1. News media has agenda.
2. Most people would like to help when trying to understand and evaluate.
Do we have more media choices today than in the past?
More choices today in terms of media platforms, but it doesn't mean we have more choices in terms of viewpoints.
Platforms doesn't mean more choices.
90% of media is controlled by the 6 big companies: Comcast, Disney, Time Warner, News Corp, Viacom, CBS.
Social media is mass communication, because it gets info out, but you have to follow right person to get right info.
THIS SET IS OFTEN IN FOLDERS WITH...
Communication 101 Exam 1
Communication 101 - Rutgers/FINAL EXAM
Models of Communication
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