- •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
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).
2