MEDIAWhat media?InternetSocial MediaTVSatellite RadioOnline NewspapersHypodermic Needle/Magic BulletNewspapersRadioMass Media -> ReceiverRelease the message and went out to masses, if you weren’t listening you wouldn’t get it.Synchronous – goes out once and if you miss it you wont get to hear it again.This model was developed during the 30s and 40s in the middle of a world warPeople believed that the mass media was so powerful that when they deliver certain messages people immediately follow.A Response: Limited Effects Paradigm (Klapper)Media effects only occur in rare instances…under the right circumstancesConceptual Model(Westley and Maclean, 1957)this model suggests that ideas get sent out to people, and it also has feedback from recipients it can be spoken or unspoken.SMCR ModelSource-(ENCODING)-Message-Channel(NOISE)-(DECODING)-Receiver -> BACK TO SOURCE (FEEDBACK)ENCODING will be actually putting a message into wordsTHEN you DECODE it, you have to ask yourself what do these words mean, helps you understand what was said better.NOISE, can be literal noise, OR it can be fatigue one is tired, bored, etc.FEEDBACK, is normally permitted in interpersonal communication; with the media it isn’t normally permitted, radio permits it in some ways there are some call-in sessions on shows.O-S-O-R ModelO->S->O->RO – CHARACTERISTICS OF THE RECEIVERO – (COGNITION) CONSTITUTES YOUR PROCESSING OF THE INFORMATIONR - RESPONSEAUDIENCEWhat is an audience?How can it be defined?PlacePeopleMedium or ChannelContentTimeCHARACTERISTICSPlanned and organized viewing, listening, and presentationEvents with public and popular charactersSecular (Not Religious)Voluntary – if you partake in an audience it is often voluntarySpecialization (of roles of authors, performers, spectators)Physical located-ness of performance and spectator experienceBUT some differences:Early form of audience was localized in terms of time and placeMass audience started with print booksChange in Influential Factors up to the end of the 19th centuryUrbanizationRail TransportationImproved printing technologyIncreased literacyRising living standardsDifferent AudiencesSmall groupsCrowdPublicMassCOMM375: 1.16.14, Lecture 1MEDIA-What media?oInternetoSocial MediaoTVoSatellite RadiooOnline Newspapers-Hypodermic Needle/Magic BulletoNewspapersoRadiooMass Media -> ReceiveroRelease the message and went out to masses, if you weren’t listening you wouldn’t get it.oSynchronous – goes out once and if you miss it you wont get to hear it again.oThis model was developed during the 30s and 40s in the middle of a world waroPeople believed that the mass media was so powerful that when they deliver certain messages people immediately follow.oA Response: Limited Effects Paradigm (Klapper)Media effects only occur in rare instances…under the right circumstances-Conceptual Modelo(Westley and Maclean, 1957)othis model suggests that ideas get sent out to people, and it also has feedback from recipients it can be spoken or unspoken.-SMCR ModeloSource-(ENCODING)-Message-Channel(NOISE)-(DECODING)-Receiver -> BACK TO SOURCE (FEEDBACK)oENCODING will be actually putting a message into wordsoTHEN you DECODE it, you have to ask yourself what do these words mean, helps you understand what was said better.oNOISE, can be literal noise, OR it can be fatigue one is tired, bored, etc. oFEEDBACK, is normally permitted in interpersonal communication; with the media it isn’t normally permitted, radio permits it in some ways there are some call-in sessions on shows.-O-S-O-R ModeloO->S->O->RO – CHARACTERISTICS OF THE RECEIVER O – (COGNITION) CONSTITUTES YOUR PROCESSING OF THE INFORMATIONR - RESPONSE-AUDIENCEoWhat is an audience?oHow can it be defined?PlacePeopleMedium or ChannelContentTime-CHARACTERISTICSoPlanned and organized viewing, listening, and presentationoEvents with public and popular charactersoSecular (Not Religious)oVoluntary – if you partake in an audience it is often voluntaryoSpecialization (of roles of authors, performers, spectators)oPhysical located-ness of performance and spectator experienceoBUT some differences:Early form of audience was localized in terms of time and placeMass audience started with print books-Change in Influential Factors up to the end of the 19th centuryoUrbanizationoRail TransportationoImproved printing technologyoIncreased literacyoRising living standards-Different AudiencesoSmall
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