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Mass Communication

and the
Mass Media
Prepared by:
Miss Gracey
IMCN01G

Coverage
Definition of Mass Communication
Elements of Mass Communication
Functions of Mass Communication for
Society
Mass Media
Characteristics of Traditional Mass Media
Uses of Mass Media

Mass Communication

Mass Communication
the process by which an organization with the
aid of one or more machines produces and
transmits public messages that are directed at
large, heterogeneous, and scattered audiences

Elements of Mass Communication

Elements of Mass Communication

Source
Encoder
Decoder
Receiver
Feedback
Noise

Elements of Mass Communication


Source
- traditionally, a group of individuals who
acts in predetermined roles in an
organizational setting
- with the advent of WWW, an individual
can be a mass communicator
- has little detailed information about the
audience

Elements of Mass Communication


Encoding
- always a multistage process
- usually the channel or machine used in
sending the message
- mass communication is usually restricted
to one or two channels unlike with personal
communication where many channels are
available

Elements of Mass Communication


Decoding
- the process by which a message is
translated into a form the receiver can
understand
- Both people and machines can be
message decoders
- Some messages can involve many
decoding stages

Elements of Mass Communication


Receiver
- large, heterogeneous, scattered

Elements of Mass Communication


Feedback
- refers to responses from the receiver that
shape and alter the subsequent messages
from the source
- traditionally, more difficult

Elements of Mass Communication


Noise
- Can be semantic, environmental or
mechanical

Elements of Mass Communication

Comparison of Communication Settings


Table 1. Comparison of Interpersonal, Machine-Assisted Interpersonal and Mass Communication

Interpersonal

Machine-Assisted

Mass

Source

Single person;
has knowledge
of receiver

Single person or
group; has great deal
of knowledge or no
knowledge of receiver

Organizations or
single person has
little knowledge of
receivers

Encoding

Single Stage

Single or multiple
stage

Multiple stages

Message

Private or public;
cheap; hard to
terminate;
altered to fit
receivers

Private or public; low


to moderate expense;
relatively easy to
terminate; can be
altered to fit receivers
in some situations

Public; can be
expensive; easily
terminated; same
message sent to
everybody

Comparison of Communication Settings


Table 1. Comparison of Interpersonal, Machine-Assisted Interpersonal and Mass Communication

Interpersonal

Machine-Assisted

Mass

Channel

Potential for
many; no
machines
interposed

Restricted to one or
two; at least one
machine interposed

Restricted to one
or two; usually
more than one
machine
interposed

Decoding

Single stage

Single or multiple
stage

Multiple stages

Receiver

One or relatively
small number; in
physical
presence of
source; selected
by source

One person, small or


large group; within or
outside physical
presence of source;
selected by source or
self-defined

Large numbers;
out of physical
presence of
source; self
selected

Comparison of Communication Settings


Table 1. Comparison of Interpersonal, Machine-Assisted Interpersonal and Mass Communication

Interpersonal

Machine-Assisted

Mass

Feedback

Plentiful;
immediate

Somewhat limited;
immediate or delayed

Highly limited;
usually delayed

Noise

Semantic;
environmental

Semantic;
environmental;
mechanical

Semantic;
environmental;
mechanical

Functions of Mass Communication

Functions of Mass Communication


Surveillance
- news and information role of the media
- can be classified into beware and instrumental
surveillance

Functions of Mass Communication


Interpretation
- mass media do not only supply facts and data,
they also provide information on the ultimate
meaning and significance of events

Functions of Mass Communication


Linkage
- joins different elements of society that are not
directly connected

Functions of Mass Communication


Transmission of Values
- a subtle but nonetheless important function
- also called socialization function
*socialization the ways an individual comes
to adopt the behavior and values of a group

Functions of Mass Communication


Entertainment
- television is Filipinos main source of
entertainment, followed by radio

Mass Media

Mass Media
the channels used for mass communication
includes not only the mechanical devices that
transmit and store message but also the
institutions that use the machines to transmit
messages

Mass Media
Media Vehicle
- a single component of the mass media such as
newspaper, radio station, TV network, magazine

Characteristics of Traditional
Mass Media Organizations

Characteristics of Traditional
Mass Media Organizations

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