communication Flashcards
what is communication?
how information is SENT and how information is being RECEIVED
how has communication evolved?
- koine [communication] greek
- codex [books]
- printing press [ink onto paper]
- telegraph/morse code
- radio
- television
- cellphones
- internet
- social media
different fields of communications
- personal
- structural/organizational
- media and mass
- marketing
what is mass communication and how is it exchanged?
mass communication: to large segments of the population at the same time
traditional: print [newspapers, magazines, books] audio/visual [radio/television/film]
new media: internet [social media, websites, streaming platforms] vr/ar [immersive and interactive]
what is the main purpose of mass communication?
to SPREAD information, news and marketing (through various media platforms) to INFLUENCE, PERSUADE or otherwise AFFECT the behaviour, attitudes, opinions or emotion of those who receive the information.
describe medium theory
medium theory focuses on the medium characteristics itself––media, apart from whatever content is transmitted, impacts individuals and society MEDIUM IS THE MESSAGE/MASSAGE (the tools change the content)
describe semiotics
the study of signs and symbols and their use or interpretation.
words, drawings, photographs, street signs can be signs
modes of dress and style can also be considered signs in the meanings they convey
describe a manifesto
document where a person, gov, group outlines their intentions, motivations, and/or views with the intent on provoking thought, change or a significant movement. [dogme 95, communist, dada, surrealist, fluxus, declaration of independence]
hypodermic needle theory
[various] A linear communication theory which suggests that the media has a direct and powerful influence on audiences, like being injected with a hypodermic needle.
agenda setting function theory
[maxwell mccombs, donald shaw] this suggests that the media cant tell you what to think but it can tell you what to think about. through a process of selection, omission and framing, the media focuses public discussion on particular issues
cultivation theory
[george gerbner] the media, tv, contributes to the audiences perception of social reality. because it is so pervasive, it dominates our view o reality, cultivating attitudes which were once acquired elsewhere
spiral of silence
[elisabeth noelle-neumann] the mass media plays a significant role in defining dominant opinions, people with opposing views are afraid to express these ideas because they fear social isolation
propaganda model
[noam chomsky, edward s herman] the mass media is owned and controlled by powerful organisations which serve their own commercial interests. news is shaped by five ‘filters’: ownership, advertising, sourcing, flak, anti-communism and fear
two step flow theory
[paul f lazarsfeld] a diffusion model or influence, suggesting that people are more likely to be influenced by ‘opinion leaders’––people who are more connected to the media than their peers and pass on media messages
uses and gratification theory
[jay blumler, elihu katz] the uses and gratification theory looks at how people use the media to gratify a range of needs––including the need for information, personal identity, integration, social interaction an entertainment
