COMM375 1 16 14 Lecture 1 MEDIA What o o o o o Hypodermic Needle Magic Bullet o Newspapers o Radio o Mass Media Receiver o Release the message and went out to masses if you weren t listening you wouldn t get it o Synchronous goes out once and if you miss it you wont get to hear it again o This model was developed during the 30s and 40s in the middle of a world war o People believed that the mass media was so powerful that when they deliver certain messages people immediately follow media Internet Social Media TV Satellite Radio Online Newspapers o A Response Limited Effects Paradigm Klapper Media effects only occur in rare instances under the right circumstances Conceptual Model o Westley and Maclean 1957 o this model suggests that ideas get sent out to people and it also has feedback from recipients it can be spoken or unspoken SMCR Model o Source ENCODING Message Channel NOISE DECODING Receiver BACK TO SOURCE FEEDBACK o ENCODING will be actually putting a message into words o THEN you DECODE it you have to ask yourself what do these words mean helps you understand what was said better o NOISE can be literal noise OR it can be fatigue one is tired bored etc o 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 Model o O S O R O CHARACTERISTICS OF THE RECEIVER O COGNITION CONSTITUTES YOUR PROCESSING OF THE INFORMATION R RESPONSE AUDIENCE o What is an audience o How can it be defined Place People Medium or Channel Content Time CHARACTERISTICS o Planned and organized viewing listening and presentation o Events with public and popular characters o Secular Not Religious o Voluntary if you partake in an audience it is often voluntary o Specialization of roles of authors performers spectators o Physical located ness of performance and spectator experience o BUT some differences Early form of audience was localized in terms of time and place Mass audience started with print books Change in Influential Factors up to the end of the 19th century o Urbanization o Rail Transportation o Improved printing technology o Increased literacy o Rising living standards Different Audiences o Small groups o Crowd o Public o Mass o 01 16 2014 01 16 2014
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