Module 2: Communication and Society De La Salle – Lipa College of Education Arts and Sciences Multimedia Department.

Module 2: Communication

and Society

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

What Is Communication?a. from Latin  word commūnicāre, meaning "to share“

b. is the activity of conveying information

c. may be intentional or unintentional

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Human CommunicationA variety of verbal and non-verbal means of communicating exists such as body language, eye contact, sign language, haptic communication, chronemics, and media such as pictures, graphics, sound, and writing.

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Types of Human Communication:

1. Non- Verbal Form

2. Oral or Verbal

3. Business Communication

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Effective Communication

Occurs when a desired effect is the result of intentional or unintentional information sharing, which is interpreted between multiple entities and acted on in a desired way.

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Barriers of Effective Human Communication

1. Physical

2. System Design

3. Attitudinal

4. Ambiguity of words/phrases

5. Individual linguistic ability

6. Physiological

7. Presentation of Information

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Nonhuman Communication

- Includes cell signaling, cellular communication, and chemical transmissions between primitive organisms like bacteria and within the plant and fungal kingdoms

- Information exchange between primitive living creatures

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Communication Cycle- introduced by Claude Shannon and Warren Weaver for Bell

Laboratories in 1949- primary parts: sender, channel, and receiver

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3 Levels of Semiotic Rules

Syntactic formal properties of signs and symbols

Pragmatic concerned with the relations between signs/expressions and their users

Semantic study of relationships between signs and symbols and what they representDe La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Elements Of The Study

An information source, which produces a message. A transmitter, which encodes the message into

signals A channel, to which signals are adapted for

transmission A receiver, which 'decodes' (reconstructs) the

message from the signal. A destination, where the message arrives.

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Three Levels of Problems for Communication According to Shannon and Weaver:

The technical problem: how accurately can the message be transmitted?

The semantic problem: how precisely is the meaning 'conveyed'?

The effectiveness problem: how effectively does the received meaning affect behavior?

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Communication Noises

- Noise is interference with the decoding of messages sent over a channel by an encoder.

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1. Environmental

2. Physiological Impairment

3. Semantic

4. Syntactical

5. Organizational

6. Cultural

7. Psychological

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Types Of Communication Noises:

Mass Media &Mass Communication

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Types of Communication Process:

1. Intrapersonal2. Interpersonal3. Mass

Communication

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Mass Media - are diversified media technologies that are intended to reach a large audience by mass communication.

Mass Communication-  is the study of how individuals and entities relay information through mass media to large segments of the population at the same time.

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Characteristics of Mass Communication :1. A message is sent out on some form of mass

communication system ( Internet, print or broadcast)

2. Message is delivered rapidly.

3. The message reaches large groups of different kinds of people simultaneously within short period of time.

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Mass Media : Books Newspapers Magazines Recordings Radio Movies Television Internet

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

3 Key Concepts About Mass Media :1. The mass media are profit centered

businesses2. Technological developments change the way

mass media are delivered and consumed3. Mass media both affect and reflect politics,

society and culture

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#Question: Why Do You Think Mass- Media are Profit Centered

Businesses ???

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Concentration of Ownership

- This is the current trend of large companies buying smaller companies so that fewer companies own more types of media business.

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1.Chains2.Broadcast Networks3.Conglomerates4.Vertical Integration

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4 Forms of Media Ownership:

Convergence

- The melding of the communications, computer and electronic industries. Also used to describe the economic alignment of the various media companies with each other to take advantage of technological advancements.

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Why Media Properties Converge?1. Newspapers and broadcast properties are attractive

investments.

2. Newspapers and broadcast stations are commodities.

3. Newspapers and broadcast stations have gone through cycle of family ownership.

4. Newspapers and broadcast stations are easier business to buy than to create.

5. Introduction of new technologies like Internet changed the economics of all media industries. (1990)

6. Economic downturn that began 2007 affected newspapers especially hard.

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department