
- •Module 1 Fundamentals of Communication
- •Module 2 Forms and Context of Communication
- •Module 4 Adjunct/Impact of the Mass Media
- •Course Marking Scheme
- •MODULE 1 FUNDAMENTALS OF COMMUNICATION
- •3.1.1 Understanding Communication
- •3.1.1 Understanding Communication
- •Therefore, there is no single definition of communication agreed upon by scholars. Psychologists, sociologists, medical practitioners, philosophers and communication specialists, all define communication based on their orientations and perspectives.
- •3.2 Functions of Communication
- •3.2.1 Functional Meaning of Communication
- •3.3 Attributes of Communication
- •SELF ASSESSMENT EXERCISE 3
- •Highlight and briefly discuss the major challenges that are militating against the communication process
- •UNIT 4 MODELS OF COMMUNICATION
- •3.1 Aristotle's Model
- •Fig. 3 SCHRAMM'S MODEL OF MASS COMMUNICATION 2
- •Schramm’s model of communication posits that communication is interactive and interpretive. Discuss
- •3.4 The Hub Model
- •UNIT 5 THEORIES OF MASS COMMUNICATION
- •3.0 MAIN CONTENT
- •3.1 Understanding Theory
- •3.1.2 Why Study Theories?
- •3.1.3 How Theories are arrived at
- •3.1.4 Relationship between Theory and Research
- •3.2.4. Social Responsibility Media Theory
- •3.3.1 Hypodermic Needle/ Magic Bullet Theory
- •3.3.2 Lasswell’s Propaganda Theory
- •3.3.3 Lippman’s Theory of Public Opinion Formation
- •3.4.1 The Post Stimuli-Response theory
- •3.5.2 Main Streaming/Synchronisation Theory
- •3.5.3 The Knowledge Gap Theory
- •3.5.4 Spiral of Silence Theory
- •3.5.5 Media Systems Dependence Theory
- •This theory assumes that the more an individual depends on having his/her needs gratified by media use, the more important will be the role that media play in the person’s life; and therefore the more influence those media will have on that person.
- •3.6.1 Uses and Gratification Theory
- •3.6.2 Reception Studies-Decoding and Sense Making
- •3.7.2 Aggressive Cues Theory
- •3.7.4 Reinforcement Theory
- •3.7.5 Linkage Theory
- •3.8.1 ‘Reflective-Projective’ Theory
- •7.0 REFERENCES/FURTHER READINGS
- •UNIT 6 FUNCTIONS OF MASS COMMUNICATION
- •MODULE 2 FORMS AND CONTEXT OF COMMUNICATION
- •3.1 Oral Communication
- •The engagement of mouth and tongue is very crucial to oral communication. Discuss
- •3.2 Written Communication
- •Compare and contrast the weaknesses and strength of oral and written communication.
- •UNIT 2 NON-VERBAL COMMUNICATION
- •3.1 Characteristics and Functions of Non-Verbal Communication
- •3.2 Types of Non-Verbal Communication
- •2.Types of Non-Verbal Communication and;
- •How functional is non-verbal communication to man?
- •Contexts of Communication
- •Contexts here mean the different levels at which communication occurs. It can also be referred to as the kinds of communication that are available. Under context of communication, we have the following:
- •3.2.2 Principles of Interpersonal Communication
- •Interpersonal Communication is Irreversible
- •Interpersonal Communication is Complicated
- •Interpersonal Communication is Contextual
- •3.2.3 Types of Interpersonal Communication
- •3.2.5 Barriers against Effective Interpersonal Communication
- •3.2.6 Overcoming the Barriers of Effective Interpersonal Communication
- •Unit 1 Print Media: Books, Newspaper, Magazine etc
- •Sambe (2005) highlights the following as functions of newspaper:
- •3.3.5 The Penny Press
- •3.2.6 Yellow Journalism
- •3.4.2 Convergence in Magazine Publishing
- •3.4.3 The Influence of Advertisers on Magazines
- •3.1.1 Four Important Periods in the History of the Book
- •Submission by Author or Agent
- •Acceptance and Negotiation
- •Editorial Stage
- •Prepress
- •3.1.3 Landmarks in Radio History
- •3.2 Television: The Most Influential Medium
- •3.4.1 Online-only Newspapers
- •MODULE 4 ADJUNCT AND IMPACT OF THE MASS MEDIA
- •Associated Press
- •4.0 CONCLUSION
- •3.3 Powerful Effects Paradigm
- •3.3.1 Media’s Harmful Effects: Violence and Delinquency
- •3.4 Uses and Gratifications Concept
- •3.4.3 Arguments against Uses and Gratifications Research
- •Cultural effects
- •4.0 CONCLUSION
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to be a leader. For them, groups provide the necessary control over aspects of their lives.
∙Affection is the need to develop relationships with people. Groups are an excellent way to make friends and establish relationships.
3.2.2 Principles of Interpersonal Communication
Donnel King (2000) identifies four major principles that underlie the workings of interpersonal communication in real life and which cannot be ignored. They are described below:
Interpersonal Communication is Inescapable
The truth is that we can’t but communicate. The very attempt not to communicate communicates something. Through not only words, but through tone of voice and through gesture, posture, facial expression, etc., we constantly communicate to those around us. Through these channels, we constantly receive communication from others. Even when you sleep, you communicate. Remember a basic principle of communication in general: people are not mind readers. Another way to put this is: people judge you by your behaviour, not your intent.
Interpersonal Communication is Irreversible
Interpersonal communication is one way. You can't really take back something once it has been said. The effect must inevitably remain. Despite the instructions from a judge to a jury to "disregard that last statement the witness made," the lawyer knows that it can't help but make an impression on the jury. A Russian proverb says, "Once a word goes out of your mouth, you can never swallow it again."
Interpersonal Communication is Complicated
No form of communication is simple. Because of the number of variables involved, even simple requests are extremely complex. Theorists note that whenever we communicate there are really at least six "people" involved: (1) who you think you are; (2) who you think the other person is; (3) who you think the other person thinks you are; (4) who the other person thinks /she is;( 5) who the other person thinks you are; and (6) who the other person thinks you think s/he is.
We don't actually swap ideas, we swap symbols that stand for ideas. This also complicates communication. Words (symbols) do not have inherent meaning; we simply use them in certain ways, and no two people use the same word exactly alike.
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Osmo Wiio gives us some communication maxims similar to Murphy's law (Osmo Wiio, Wiio's Laws--and Some Others (Espoo, Finland: Welin-Goos, 1978) :
∙If communication can fail, it will.
∙If a message can be understood in different ways, it will be understood in just that way which does the most harm.
∙There is always somebody who knows better than you what you meant by your message.
∙The more communication there is, the more difficult it is for communication to succeed.
These tongue-in-cheek maxims are not real principles; they simply humorously remind us of the difficulty of accurate communication.
Interpersonal Communication is Contextual
In other words, communication does not happen in isolation. There is:
1.Psychological context, which is who you are and what you bring to the interaction. Your needs, desires, values, personality, etc., all form the psychological context. ("You" here refers to both participants in the interaction.)
2.Relational context, which concerns your reactions to the other person--the "mix."
3.Situational context deals with the psycho-social "where" in which you are communicating. An interaction that takes place in a classroom will be very different from one that takes place in a bar.
4.Environmental context deals with the physical "where" in which you are communicating. Furniture, location, noise level, temperature, season, time of day, all are examples of factors in the environmental context.
5.Cultural context includes all the learned behaviors and rules that affect the interaction. If you come from a culture (foreign or within your own country) where it is considered rude to make long, direct eye contact, you will out of politeness avoid eye contact. If the other person comes from a culture where long, direct eye contact signals trustworthiness, then we have in the cultural context a basis for misunderstanding.
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3.2.3 Types of Interpersonal Communication
Interpersonal communication has three major types. They include:
1.Dyadic communication,
2.Public speaking, and
3.Small-group communication.
DYADIC COMMUNICATION
Dyadic communication is simply a method of communication that only involves two people such as a telephone conversation or even a set of letters sent to and received from a pen pal. In this communication process, the sender can immediately receive and evaluate feedback from the receiver. So that, it allows for more specific tailoring of the message and more personal communication than do many of the other media.
3.2.4 Basic Elements in Interpersonal Communication
The basic elements involved in interpersonal communication process are:
1.Sender; person who sends information.
2.Receiver: person who receives the information sent.
3.Message: content of information sent by sender.
4.Feedback: response from receiver.
The diagram above graphically depicts the four basic elements of communication mentioned above. The two human beings standing at the extreme ends (left and right) represent the sender and receiver of the message respectively. The two arrows equally show the direction of the messages as sent by the two human beings at the extreme ends.
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3.2.5 Barriers against Effective Interpersonal Communication
Emotions
Sometimes when people communicate an idea or matter across, the receiver can feel how the sender perceives the subject matter. Often messages are interpreted differently for different people. Extreme emotions are most likely to hinder effective communication because the idea or message may be misinterpreted. It's always best to avoid responding or reacting to the subject matter when you're upset or angry because most of the time, you'll not be able to think in a clear manner.
Filtering
This is where the sender manipulates the information that he communicates to the receiver. The purpose of this is because sometimes people would shape and reform the message so that it appears and sounds favourable to the receiver. Filtering information may mislead the receiver into thinking something favourable and the let down may be upsetting if it is found out that information has been filtered.
Overloaded with Information
Too much information about the same subject matter may be confusing. For example, you have 50 e-mails on the same subject matter, each e- mail contains a little part of the subject matter. It would be better to have one e-mail from the sender which includes all the information in clear and simple form with only the information that you asked for. Normally, the human brain can only take in so much information to process, overloading it with information will exceed our human processing capacity, and the receiver would misunderstand or not understand at all what the sender is telling them.
Defensiveness
Humans tend to refuse for a mutual understanding when they feel that they are being threatened or are put in a position in which they are at a disadvantage. Defensiveness normally consists of attacking what the sender tells you, putting out sarcastic remarks, questioning their motives or being overly judgmental about the subject matter.
Cultural Difference
Sometimes our culture may be a huge hinderance for effective interpersonal communication. When two people with different cultures
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