Chapter 1: Mass Communication, Culture, and Media Literacy

Osgood and Schramm's Model of Communication

(Encoder- Interpreter- Decoder)--->(Message)--->(Decoder, Interpreter, Encoder)--->(Message) A depiction of interpersonal communication that shows there is no clearly identifiable source of receiver. Shows the ongoing and reciprocal nature of the communication process. There is, therefore no source, no receiver, no feedback. Both interpreters are simultaneously source and receiver.

Encoding

A message transformed into an understandable sign and symbol system. (Speaking, writing, printing, and filming)

Medium

Carries encoded messages; the means of sending information

Inferential feedback

Indirect feedback (Ratings for new programs- measuring only how many sets are tuned in, not whether people liked it or not, these executive can only infer what they must do to improve programming.

Feedback

Is also a message

Noise

Missing from the Osgood and Schramm's Model of Communication. Defined as: anything that interferes with successful communication. Such as biases

Mass Communication

The process of creating shared meaning between the mass media and their audiences. The sheer number of people make in these audiences makes personalization and specificity difficult.

Decoding

The signs and symbols of the message are interpreted. (listening, reading, watching)

Communication

The transmission of a message from a source to a receiver. Requires the response of others- there must be a sharing of meaning for it to take place. Is a reciprocal and ongoing process with all involved parties more or less engaged in creating shared meaning. Better defined as: the process of creating shared meaning.

Mass Medium

When the medium is a technology that carries messages to a large number of people. (radio, television, books, magazines, newspapers, movies)

Interpersonal communication

communication between two or a few people