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MAC 111

INTRODUCTION TO MASS COMMUNICATION

MODULE 1 FUNDAMENTALS OF COMMUNICATION

Unit 1 Understanding the Concept of Communication and Mass Communication

Unit 2 Nature and Characteristics of Communication Unit 3 Elements of the Communication Process Unit 4 Models of Communication

Unit 5 Theories of Mass Communication Unit 6 Functions of Mass Communication

UNIT 1 UNDERSTANDING THE CONCEPT OF COMMUNICATION AND MASS COMMUNICATION

CONTENTS

1.0Introduction

2.0Objectives

3.0Main Content

3.1What is Communication?

3.1.1Understanding Communication

3.2Functions of Communication

3.2.1Functional Meaning of Communication

3.3What is Mass Communication?

3.4Features of Mass Communication

3.5Between Mass Communication and Human Communication

4.0Conclusion

5.0Summary

6.0Tutor-Marked Assignment

7.0References/Further Readings

1.0INTRODUCTION

This introductory unit examines five items that address issues surrounding the understanding of the concept of communication. They are:

1.Various Definitions of Communication

2.Various Definitions of Mass Communication

3.Functions of Communication

4.Features of Mass Communication

5.Difference between Mass Communication and Human Communication

1

MAC 111

INTRODUCTION TO MASS COMMUNICATION

2.0OBJECTIVES

At the end of this unit, you should be able to:

define Communication, either in your own words or by other scholars who are grounded in the field

define Mass Communication

identify the main features of communication

explain the basic functions of mass communication

distinguish mass communication from human communication.

3.0MAIN CONTENT

3.1What is Communication?

Communication is a common phenomenon that cuts across the daily activities of human being. As food and water are very important to man’s survival so is communication. It is always a unique feature that differentiates the living from the dead. Obilade (1989) defines communication as a process that involves the transmission of message from a sender to the receiver.

A group of Nigerian Communication Scholars namely Babatunde Folarin, Dayo Soola, Isaac Ode, Frank Ugboajah variously define communication as follows:

Any means by which a thought is transferred from one person to another (Folarin 2003).

The process by which any person or a group shares and impacts information with/to another person(or group) so that both people(or groups) clearly understand one another (Soola 2000).

Not just giving of information, it is the giving of understandable information and receiving and therefore, the transferring of a message to another party so that it can be understood and acted upon (Ode 1999).

The process which involves all acts of transmitting messages to channels which link people to the languages and symbolic codes which are used to transmit such messages. It is also the means by which such messages are received and stored. It includes the rules, customs and conventions which define and regulate human relationships and events (Ugboajah 2001).

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