What is

1
What is Mass Communication?
2
Medium? Media?
3
Medium - singular Media - plural
4
Intrapersonal Communication Interpersonal
Communication Mass Communication
5
Intrapersonal Communication (internal) Interperso
nal Communication (other people, direct,
face-to-face) Mass Communication
6
Mass Communication Sender ---- Message
---- Receivers through a
Channel Medium Vehicle
7
Mass Communication according to Shirley Biagi,
author of text 1. Message is sent using some
form of media (newspaper, TV) 2. Message is
delivered rapidly 3. Message reaches large
groups of different kinds of people within short
period of time
8
Mass Communication according to media authors
Agee, Ault, Emery Process of delivering
information, ideas and attitudes to a sizable,
diversified audience through use of media
designed for that purpose.
9
Mass Communication according to media critic
Joseph Dominick A process by which a complex
organization with the aid of one or more
machines produces and transmits public
messages that are directed at large,
heterogeneous and scattered audiences
10
Mass Communication Common elements Sender - often
team or organization Message - sent through
channel or machinery Receiver - large, diverse
group
11
So who cares? Why does that definition matter?
12
Differences between interpersonal and mass
communication?
13
Feedback?
14
Noise? Literal or Mechanical
15
Noise? (Internal to audience)
16
Audience Noise Selective exposure or
attention Selective perception Selective retention
17
Thinking question(s) How do differences between
interpersonal communication and mass
communication relate to the effect the
communication has on the audience? How much
impact can mass communication have on an audience?
How much impact can a mass communication have on
attitude formation and change?