- •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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adding more interesting features for the viewers to use leading to more interest and more advert opportunities.[2] As distinctions between modes of communication become blurred, and as mass communication transforms itself every day with innovation, anyone who has a cellphone on a hike in the woods may now be in instant contact with news and events worldwide.
Online newspapers are not precisely like blogs or forum sites; however, it is not unusual for newspaper reporters and editors to maintain blogs, or for newspapers to add forums to their websites, for easy response from readers. Online newspapers must abide by the same legalities as do their sister publications. Professional journalists have some advantages, as editors are normally aware of the potential for legal problems. The big difference over blog and forum sites as to online newspaper and news sites is that blog and forum sites are not media based websites.
As bloggers and independent citizen-journalists become more prevalent on the web, the potential for an explosion in lawsuits looms as they are not regulated in the same way as it is down to the public and none professional reporters to post stories in most cases. Blog sites can contain misleading information that could be seen as libel, questions regarding negligence or actual malice, or suits regarding invasion. These problems of blog as well as privacy torts such as appropriation, intrusion, private facts and false light were brought up in November 2006 when it hit national headlines in the UK.
3.4.1 Online-only Newspapers
Most existing newspaper organizations with printed/hard copy version of their newspaper also try to have the online version. In other words, they are not purely online, but mixed. With the introduction of the internet, web based newspapers have also started to be produced as online only publications. To be a "Web-Only Newspaper" they must not be part of or have any connection to hard copy formats. To be classed an "Online-Only Newspaper" the paper must also be regularly updated at a regular time and keep to a fixed news format, like a hardcopy newspaper. They must only be published by professional media companies, and fall under national and international press rules and regulations and have 80% or above news content. For example, in 2000 an independent web only newspaper was introduced in the UK called the Southport Reporter. It is a weekly regional newspaper that is not produced or run in any format other than soft-copy on the internet by its publishers PCBT Photography.
Unlike blog sites and other news websites it is run as a newspaper and is recognized by media groups in the UK, like the NUJ and/or the IFJ.
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Also they fall under the UK's PCC rules. In the US, online-only news sources, such as the Los Gatos Observer and Redding News Review, are not required to update at a regular time or keep to a fixed news format. The difference between a blog and an online newspaper is that the latter is run as a newspaper. One publication, theissue.com, may be seen as a hybrid. TheIssue.com is not a formal newspaper, but also not a blog. The daily publication culls news analysis from across the blogosphere to provide readers with a diversity of opinions and analysis on current events (Wikipedia).
SELF ASSESSMENT EXERCISE 3
Mention and describe online-only newspapers known to you
3.5Online Magazine
Online magazine is also known as Webzines. This is the soft copy/online version of magazine. In the developed world, webzines have really been adopted, although they started with the production of online editions of their hard copies. Among them are Time and Mother Jones magazines which offer special interactive features not available to their hard copy readers. Production of exclusively online magazines (that is, online magazine that are only available in soft copy) was not in circulation. Until recently, purely online magazines like Slate, Salon and Onion came to being, available at http: //www.slate.com, www.salon.com, http: //www.theonion.com.
Cult of the Dead Cow claims to have published the first ezine, starting in 1984, with its ezine still in production more than 20 years later. While this claim is hotly debated, ezines certainly began in the BBS days of the 1980s. Phrack began publication in 1985 and, unlike Cult of the Dead Cow which publishes articles individually, Phrack published collections of articles in a manner more similar to a print magazine (Wikipedia).
Nigeria has not witnessed a purely online news magazine. What we have at present is the online version of hard copy version of magazines. Examples are online version of TELL and The News magazines.
One major challenge against online media (online magazines and newspapers) is the struggle to succeed financially such that print media organizations use the hard copy version to cushion the financial burden. Exclusively online magazines have yet to produce a profit, and many industry specialists think it will be a long time before they do. There are special hurdles specific to purely online magazines. First, because web users have become accustomed to free access of sites, webzines have yet
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to find a successful means of charging for subscriptions. Slate dropped its plan to do so when faced with a 1997 reader revolt, Salon has instituted a two-tier, both free and subscription, model. Second, as opposed to webzines produced by paper magazines, purely online magazines must generate original content, an expensive undertaking, yet they compose online for readers and advertisers as equals with webzines subsidized by paper magazines (Baron 2004:146)
It must be pointed out that little or no commercial support is available to sustain purely online magazines. Advertisers still prefer paper version to online version. Of the estimated total annual U.S expenditure on advertising ($200 billion), only $154 million is spent on online magazine advertising (McNamara, 2000).
SELF ASSESSMENT EXERCISE 4
Mention and describe online-only magazines known to you
4.0CONCLUSION
Unlike the hard copy magazines, online magazine is delivered in an electronic form. An online magazine may be online-only, or may be the online version of an otherwise print-published magazine. Today, most online magazines Internet websites.
An online magazine that caters to a niche or special interest subject matter, i.e. azine, is referred to as an ezine (usually pronounced "e- zeen"). An ezine that appears on the World Wide Web is called a webzine, although webzine may also refer to all online magazines. Other names include cyberzine and hyperzine. For websites that represent an existing print magazine, the web site is usually referred to as "<publication title> Online", whereas an online only magazine is often titled "<publication title> Online Magazine".
5.0SUMMARY
This unit has tried to examine the New media, as a new branch of mass communication powered by the new information and communication technologies. Specifically, the Internet, Internet Radio, Online Newspaper and Online Magazine are examined in appreciable details.
The unit established the fact that all these new forms of the media are based on computer and not paper at all. They are manifestation of the prediction of the literary Canadian Scholar Marshall McLuhan.
6.0TUTOR-MARKED ASSIGNMENT
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