Mass Comm Theories

1. MASS COMMUNICATION THEORIES

2. COMMUNICATION PROCESS
Before we cover theories, we must review
the communication process:
 Information originates with a
SOURCE…
 ...who sends a MESSAGE...
 …using aCHANNEL to send
information...
 …to a RECEIVER…

3. COMMUNICATION MODEL
Source MessageReceiver
channel channel
(speaker, (verbal, (listener,
sender, nonverbal, decoder)
encoder) mediated )
channel
channel
Feedback
Receiver attaches meaning
to message then replies to
Sender through Feedback

4. SOURCE
 Iswhere communication originates.
 Needs to know who the receivers are.
 Needs to be seen as credible.
 Needs to know what kind of message is best
suited to a particular audience.
SourceMessageReceiver
(speaker, (verbal, (listener,
sender, nonverbal, decoder)
encoder) mediated)
Feedback
Receiver attaches meaning
to message then replies to
Sender through Feedback

5. MESSAGE
 Is the content of communication.
 Confronts a serious challenge: getting people
to pay attention.
 Must be relevant.
 Must be understood.
SourceMessageReceiver
(speaker, (verbal, (listener,
sender, nonverbal, decoder)
encoder) mediated)
Feedback
Receiver attaches meaning
to message then replies to
Sender through Feedback

6. CHANNEL
 Is the medium (or media) used to transmit
the message (talking, email, TV, radio,
newspaper).
 Must be seen as relevant.
 Must be seen as credible.
SourceMessageReceiver
(speaker, (verbal, (listener,
sender, nonverbal, decoder)
encoder) mediated)
Feedback
Receiver attaches meaning
to message then replies to
Sender through Feedback

7. RECEIVER
 Is the person, persons or group for whom the
message is intended.
 Is most receptive to messages that
specifically target the receiver’s interests and
values.
SourceMessageReceiver
(speaker, (verbal, (listener,
sender, nonverbal, decoder)
encoder) mediated)
Feedback
Receiver attaches meaning
to message then replies to
Sender through Feedback

8. FEEDBACK
 Is the receiver’s reaction, as interpreted by
the source, to the message.
 Is an indispensable part of communication.
 Communication is an on-going, continual
process of feedback.
SourceMessageReceiver
(speaker, (verbal, (listener,
sender, nonverbal, decoder)
encoder) mediated)
Feedback
Receiver attaches meaning
to message then replies to
Sender through Feedback

9. 5 TYPES OF COMMUNICATION
thoughts, ideas, dialogue with one’s self
INTRAPERSONA
L
between people, usually in PAIRS, but can be more
INTERPERSONA
L
shared identity, can have common goal;also called family
GROUP or organizational communication
when one person has the floor; speaker and audience;
examples teacher/lecture class, to send information
PUBLIC
political conventions/audience of delegates, musical band,
singer/audience
journalism, print or electronic media; the sender
communicates through mediated system,
MASS receiver mostly watches or listens to the

10. MASS COMMUNICATION
 Communication to the masses takes place when a
messages is sent to an audience (or receiver)
through a specialized communication channel (or
medium).
 Units of analysis for mass communication:
 MESSAGE
(usually mediated, such as an article, news report,
radio announcement)
 CHANNEL SourceMessageReceiver
(or medium, such as TV, radio, (speaker, (verbal, (listener,
newspaper, website) sender, nonverbal, decoder)
encoder) mediated)
 AUDIENCE Feedback
(or receiver, such as Receiver attaches meaning
to message then replies to
reader, viewer, consumer) Sender through Feedback

11. SOME MASS COMM THEORIES
Magic Bullet Theory
Two-Step Theory
Agenda Setting Theory
Diffusion Theory
Framing Theory

12. THE MAGIC BULLET THEORY
Mass Media
Public

13. TWO-STEP THEORY OF MASS COMM
Mass Media
Opinion Leaders
Public

14. THE AGENDA-SETTING THEORY
Mass Media
Public

15. THE DIFFUSION THEORY
Mass Media
Individuals Individuals Individuals
Individuals Individuals Individuals

16. FRAMING THEORY
 FRAMING THEORY— communicating
an idea in such a way that an audience
is influenced by the way it is expressed.
EX: 2000 Presidential Election Re-Count
 Gore’s message—“I just want all of the
votes counted.”
 Bush’s message—“I just want everyone to
play by the rules.”
 Both—“Aren’t I a just leader? Don’t I look
presidential?”

17. LINKS TO MORE THEORIES
 Mass Media
Theories:http://www.utwente.nl/cw/theorieenoverzicht/T
heory%20clusters/Mass%20Media/
 Mass
CommunicationTheories:http://www.uky.edu/~drlane/ca
pstone/mass/
 Defining Communication Theories:
http://www.mhhe.com/mayfieldpub/westturner/student_r
esources/theories.htm
 Theories of
Communication:http://www.peoi.org/Courses/Coursese
n/mass/mass2.html