CCI 150 1st Edition Lecture 4Outline of Last Lecture I. Dr. Sam SwanII. Continuing Human Communication III. Coding SystemsIV. ContextV. Models Help Explain Communication Outline of Current Lecture I. Human Communication ContinuedII. Mass Media EffectsCurrent LectureI. Human Communication 1.) Communication Failure: Noise and Filters are reasons that communication fails. (Our book groups noise and filters together into just noise.)2.) Noise- Semantic (coding problems) –Like a British man talking to Americans. Jargon. -Physical (external)- Actual noise downing out the message. Anything physical, even just a dropped cell phone call.- Physiological (internal)- You have a bad cold and your ears are stopped up. Being hung over and not being able to have a good conversation. -Psychological (mental)- Sometimes referred to as a filter- ex: you are die hard liberal talking to a die-hard conservative and you will not take the info as they intend it. You have too many preconceived notions. A religious person talking to a nonreligious person. Male vs. Female.These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.3.) Amplification: Some messages seem ‘louder’ than others. It is influenced by the status of the sender (celebrities, authority figures, opinion leaders). Or it is influenced by repetition of message (media reports, street talk, etc.)4.) Listening: The MOST important part of communication. The least understood. We listen at only 25% capacity. Results of the listening study40 percent were worrying, daydreaming, or thinking about food or religion20 percent were remembering20 percent were thinking about something erotic20 percent were paying attention12 percent were actively listeningII. Mass Media Effects1.) The effects of the War of the Worlds radio broadcast(Some people actually believed that there was an alien invasion): October 30, 1938- Americans were fearful( because World War II was going on in Europe and the Great Depression). Americans loved the radio and its impact. They were not yet sophisticated media consumers. 2.) Big/Powerful Effects: Early researchers thought media impact was great: Bullet theories (media comes out of radio like a bullet out of a gun) and Hypodermic Needle Theories (You get injected with the message like a needle). But ‘the other guy’ is more susceptible than we, ourselves are: third person effects (we think that other people are more susceptible to media than we are.) and are usually not warranted (because most people are not more susceptible than we are). 3.) Small/ Minimalist Effect Theories: We really aren’t all that susceptible. More modern models are more accurate. True effects are better described through “two-step flow” models. (ex: a 14 year old girl looking at magazines but ALSO looking at what her peers are wearing as well) “Multi-step flow” models are even more accurate. Everett Rogers (researcher) and his “diffusion of innovation” (no matter how wonderful an idea is it will spread through society in steps, not all at once, diffusion of innovation shows HOW the idea spreads through society.)4.) Agenda setting: Media put topics “on our agenda.” We decide for ourselves what to do about them. Often, we do nothing: “narcotizing dysfunction” (sometimes we got too much information and it makes us tune out)*Media do not tell us what to think. They tell us what to think ABOUT.*5.) Cumulative Effects theory: One exposure might not shape our world view. But cumulative exposure might. We all know certain advertising slogans because we heard them so often. We know music from favorite shows. Spiral of silence—we won’t speak out when we hold a minority view. -George Gerbner: and his ‘mean world’ syndrome (is cumulative effects research): Researchers went and talked to people in communities that were very similar i.e.: similar income, education level, etc. He found that violence in media will make us MORE scared of violence being done to us! Not more likely to commit violence. Cultivated analysis: the growth of fear. Fear is what is cultivated in you, not violence. 6.) Media and Our lifestyle: You’ve spent more time watching television than any activity other than sleep. To which society do we belong? TV radically changed American