传播学概论 英文版课件

Communication
An Introduction
What is communication?
☐The process of sending and receiving messages and is both verbal and nonverbal (Fujishin)
☐“a process by which information is exchanged between individuals through a common system of symbols, signs, or behavior” (Webster’s Dictionary)☐the process of acting on information; it is a transactive process where messages are sent and received simultaneously; It is the way in which we make sense out of the world in which we live (Beebe & Masterson)
Linear model of communication process
☐Generalizing communication
process
☐Providing different
viewpoints from which to
investigate mass
communication
☐Implying the presence of a
communicator and a
purposive message
(Lasswell,1948)
Linear model of communication process Information
Source Transmitter Receiver
Destination Noise
Source
Message
Signal Received Signal Message (Shannon and Weaver 1949)
· With engineering and mathematical background
· Seeing communication as the transmission of messages
· Noticing the important factor “noise” in the process of communication
Network Communication Model
Encode
r Interpreter
Decode
r
Decoder
Interpreter
Encoder Message
Message
(Schramm 1954)
•Realizing differences between the intention of sender and the reception of receiver.
•Seeing feedback and the continuous “loop” of shared information.
Levels of communication
☐Intra-personal communication ☐Inter-personal communication ☐Group communication
☐Organizational communication ☐Mass communication
Defining mass communication
Mass communication is a process in which professional communicators design and use
media to disseminate messages widely, rapidly,
and continuously in order to arouse intended
meanings in large, diverse, and selectively
attending audiences in attempts to influence them in a variety of ways.
(DeFleur and Dennis)
Communication research methods
☐Qualitative research methods
(e.g. focus group, field observation,
intensive interviews, and case study)
☐Quantitative research methods
(e.g. survey research, content analysis,
experimental design)
Internet source
www.wimmerdominick .com
Qualitative research methods
☐Focus group: an interview
conducted with 6-12 subjects
simultaneously and a moderator
who leads a discussion about a
specific topic.
☐Field observation: a study of a
phenomenon in a natural setting
Qualitative research methods
☐Intensive interview: the
one-on-one personal
interview.
☐Case study: a study that uses multiple sources of data to examine many characteristics of a single subject (e.g., a newspaper, a television station, ad agency)
Quantitative Research methods
☐Survey research: the study of a portion or sample of
a specific “population”(e.g. magazine subscribers,
newspaper readers, television viewers) by using the
technique of questionnaires.
☐CATI:computer-assistant
telephone interviewing; video
display terminals are used by
interviewers to present
questions and enter responses
Quantitative Research methods
☐Content analysis: a systematic
method of analyzing message
content.
☐Experimental design: the classic method of dealing with questions of causality. An experiment involves the control or manipulation of a variable by the
experimenter and an observation or measurement of the result in an objective and systematic way.
Chapter 1
Research as a Basis
for Understanding Mass Communication
Selection criteria for the milestones
☐Some combination of multiple criteria
⏹Historical
⏹Theoretical
⏹Methodological
⏹Overall scope
☐Historical context
☐Sponsorship
Mass Society Theory
☐Mass society is not indicated by the number of people but refers to the industrial, urban and
modern society, which is distinctively different from the traditional society in terms of
relationships among its members.
☐To understand the concept of mass society, we need to look at the traditional society.
The Traditional Society
☐Dominated by agricultural production, with people rooted to the land;
☐Self-sufficient, people produce for own use;
☐Individual artisans and craftsmen were complete producers, responsible for buying
materials, producing and selling the products.
Each person was doing the work of several
companies today.
The Traditional Society
☐Human relationships were marked by strong ties of the family, kinship and loyalty to local
rulers, or deeply established beliefs, customs
and traditions.
☐Communication was a matter of word-of-mouth.
Books were printed but were for the elite.
The Master Trends
☐By end of 18th Century, major changes taking place in traditional society. Three trends…
⏹Industrialization
⏹Urbanization
⏹Modernization
☐Each had profound influence on…
⏹social relationships
⏹material culture
⏹social norms, and
⏹Thought ways of individuals
Contemporary Society as “Mass Society”
☐“Mass society” emerges when the following takes place… (see Lowery p. 11-12)
⏹1) Social differentiation in the society increases.
⏹2) Effectiveness of informal social controls
erodes as traditional norms and values decline
⏹3) The use of formal social controls increases.
⏹4) Conflicts increase because of social
differences between people .
⏹5) Open and easy communication becomes more
difficult.
⏹6) Because of these, people become more
dependent on mass communication for
information.
Audio: How you gonna keep’ em down on the farm after they've seen Paree?
☐This song was written by Joe
Young and Sam M. Lewis with
music by Walter Donaldson, and
was published in 1918.
☐It reflected that the moral norms of
the traditional American way of life
seemed to be deteriorating, being
placed by looser and looser
standards after the World War I.
Click here to listen
to this song
The magic bullet theory
Such a theory assumes:
☐People live isolated lives.
☐People are endowed with a uniform set of instincts.☐People attend to media messages in similar ways.☐They receive and interpret messages in the same way.
☐Thus, messages are like bullets, striking everyone with the immediate，uniform, and powerful effect.
Industrialization
☐The incorporation of people into work organisations;☐People come into contact with more people on an anonymous basis;
☐Increased use of formal social controls (contracts, laws, etc.);
☐Impersonal relationship dominates human
relationships;
☐Bureaucracy as a form of social organisation in which
a hierarchy of position is developed, with power,
authority and responsibility clearly defined.
Exit
Urbanization
☐An increasing proportion of the population of a given area live in towns and cities;
☐Unlike people live and work together, which result in a confusion of the rules, customs, and tradition (anomie);☐The contract rather than the handshake
becomes the principal basis of regulating
obligations between people.
Exit
Modernization
☐Modernization brings about more technologies and innovations to generate and meet societal
needs;
☐Material lifestyles , based on consumption of the products of the new industries, were quite different at each level in the stratification system.
☐The process of modernization is closely linked with the growth of the mass media. Modern societies,
then are media-dependent societies.
Exit
Variable
☐Variable: a phenomenon or event that can be measured or manipulated.
☐Independent variable: it is thought to influence changing another variable.
☐Dependent variable: it is thought to be changed by another variable.
☐E.g. Smoking cigarettes causes cancer.
Exit
Milestones
☐The term “milestone” derived from the stone markers place along ancient roads to inform travelers of how far they had
come and thus how far they had yet to go to reach their eventual goal.
☐The 14 milestones featured here provided the reader with a scholarly roadmap of the path taken by mass communication
research.
Exit。