- •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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INTRODUCTION TO MASS COMMUNICATION |
Fig. 3 SCHRAMM'S MODEL OF MASS COMMUNICATION 2
The figure above depicts in graphical manner the particular aspects of the mass communication process. This model is different from other models of mass communication in that while the original model has ‘message’, the mass communication model offers ‘many identical messages.’ Besides, the model specifies ‘feedback’. The feedback is represented by a dotted line labeled delayed inferential feedback. (Baran 2002)
SELF ASSESSMENT EXERCISE 3
Schramm’s model of communication posits that communication is interactive and interpretive. Discuss
3.4The Hub Model
Hiebert, Ungurait and Bohn designed the model. It shows mass communication process as circular, dynamic and ongoing. It pictures communication as a process similar to the series of actions that take place when one drops a pebble into a pool. The pebble causes a ripple which expands outward until it reaches the shore and then bounces backward to the centre. The content of communication {an idea or event} is like a pebble dropped into the pool of human affairs. So, many
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INTRODUCTION TO MASS COMMUNICATION |
factors affect the message as it ripples out to its audience and bounces back.
The model pictures communication, codes, gatekeepers, media, regulators, filters and audiences as concentric circles through which the content {or message} must pass. Feedback is the echo that bounces back to communication while noise and amplification can both affect the message and the feedback as they travel these steps in the process.
Audience
Filters
Regulators
Media
Gatekeepers
Codes
Communication
C o n t e n t s
Media amplification
Feedback
HUB MODEL
Fig. 4: HUB model of communication
SELF ASSESSMENT EXERCISE 4
Give a detailed explanation of the concentric analogy used in the HBU model
4.0CONCLUSION
Communication models are designed to better explain communication theories and concepts. Models are communication tools that illustrate communication behaviour. They range from the very simple to the very
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complex. The underlying ideas represented by theses models are not anything new or hard to understand. They are simply the common sense realities of communication revealed in a diagram (Black, Bryant & Thompson 1998:22)
5.0SUMMARY
This unit has examined some models of communication and established the fact that these models are used to better understand the process of communication. Models examined include: Aristotle model, Lasswell model, Shannon and Weaver’s Model, Schramm model and the HUB model. The unit equally examined the weaknesses and strength of each of the models and attempted to use them to better explain the process of communication.
6.0TUTOR-MARKED ASSIGNMENT
Examine the various models discussed in this unit, what are their weaknesses and strength? Make a case for your favourite model and give reasons for your choice.
7.0REFERENCES/FURTHER READINGS
Black, Bryant & Thompson (1998). Introduction to Media Communication. Boston: McGraw Hill.
Bitner, R. (1989). Mass Communication: An Introduction. New Jersey:
Prentice Hall.
Sambe J.A. (2005). Introduction to Mass Communication Practice in Nigeria. Ibadan: Spectrum Books Limited.
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