Lecture 6 Communication Process
Objectives:
Have an idea of how to understand
communication process
Learn how to analyze and evaluate
communication process models critically
Think about how to build your own model
Linear model of communication
process,Lasswell
From a political communication perspective
With mass communication in mind
Generalizing communication process
Emphasizing effect of mass communication
Linear model of communication
process,Shannon and Weaver
With engineering and mathematical background
Concerned with how to use channels of communication
most efficiently
Seeing communication as the transmission of messages
Linear models of communication
process,Katz and Lazarsfeld
From a mass media perspective (with recognition of the
prevalence of mass media)
Concerned with the (lack of ) effect of mass media
Emphasizing the two layers of audience (division of
audience)
Realizing the existence and importance of social
networks in communication activities
From Linear to network models of
communication process,Schramm
Evaluation of Schramm’s models
A combination of technical and cultural
perspectives on communication process
Emphasizing social context and personal
experience in communication process
Separating meaning from code
Realizing differences between the
intention of sender and the reception of
receiver
Activity 1,oral practice
What is the significance of the transfer
from linear models to network models of
communication process? What are the
possible reasons for these changes?
Network models of communication
process,Westley and MacLean
Evaluation of MacLean’s model
Concerned with the selection function of
information owners and mass media
Aware of the difference between reality
and,constructed reality” perceived by
audience
Emphasizing the feedback of audience
Network models of communication
process,Kincaid
Evaluation of Kincaid’s model
With human communication in general in
mind
Concerned with the purpose of human
communication,mutual understanding
Aware of the different layers of reality
Emphasizing the interactive relationship
between information and action
Emphasizing the cyclical process of
communication activities
Network models of communication
process,McQuail
Aware of the fact that communication must
take place in some kind of context
Emphasizing the pre-conditions of
communication
More elaborate on the intentions of both
sender and receiver
Interactive communication
McQuail’s models of mass
communication process
A transmission model
A ritual or expressive model
A publicity model,communication as display and
attention
A reception model,Encoding and decoding of
media discourse
Other models
Assignment
Build your own models of communication
process.
Make clear of your purpose,perspective,
concerns,and limitations.
Draw a model and explain your model by
detailed description.