THEORIES OF COMMNICATION

MASS COMMUNICATION THEORIES

The word "mass" means multiple, large size, aggregate, collective, group, crowd,mob, congregation, etc. Communication is sending out of information, sharing with, imparting to, or giving information to.Thus, mass communication means sharing information or a message with a large number of people simultaneously at one place or at several places. The act of communication begins with birth. It continues all through one's life. It is a social process. Communication can be delivered in several ways: verbal (with the help of words), non-verbal, graphic, audio-visual, even by signs and symbols. The nature, process, role, effects, use, perception of the messages so communicated are interpreted through numerous theories, and communication research models. These theories have been innovated, experimented, explained, interpreted and reinterpreted over a period of time. Many communication.

MODELS OF COMMUNICATION

MODELS 

Mass communication scholars started making use of models only recently. In human communication, speech communication and in languages, models have been used since an early time. Even Aristotle is said to have created some communication models. Aristotle's most important model is the Rhetoric Model. Many scholars and researchers have followed his footsteps. In addition to communication scientists, social researchers, psychologists and public opinion experts have also added to the development of models by way of innovating and enriching these models. The most familiar names in this area are David Berlo, Shannon, Warren Weaver, Harold Laswell, Paul Lazarsfield, Bernard Berelson, Wilbur Schramm, CharlesOsgood, George Gerbner, Everett Rogers, and several others.

UNIT-4

COMMUNICATION THEORY

MEDIA SYSTEMS

We have access to many mass media, from newspapers, magazines, radio, television, films, audio cassettes, video, and now Internet. Man's need for information, entertainment and generally to be in touch with the outside world along with the immense technological advancements have resulted in the above mentioned mass media. And today the world has shrunk, as Marshal McLuhan once put it, in to a 'global village'. Mass media inform, educate,entertain and persuade. They also have been instrumental in bringing down governments, starting wars, bringing about and felicitating change and development. They have grown into such statures that they are considered to be the fourth pillar of democracy. However, media do not grow up in a vacuum. These mass media have emerged, grown, changed and even may die as a result of geographical, technological, economic, cultural and other forces.

HISTORY AND ORIGIN OF MEDIA

In very simple terms the newspaper can be defined as a printed means of conveying current information. In this sense, the first organized attempt at bringing out newspapers was in ancient Rome, where 'newsletters' were distributed at far off places to inform people about the happenings in the capital. These were, of course, in the 'written' form, as printing had not been invented. During the times of Julius Caesar there were the acta diurna or daily announcements of the government and other activities, which were pasted in the capital's public places in the form of wall newspapers. These were also handwritten. The earliest hand-printed news bulletins probably appeared in China during 618-966 C.E. under the T'ang dynasty. Mostly government officials read these. The next big development came in the fifteenth and sixteenth centuries in Germany where the Fugger family, a powerful group of merchants and bankers,issued newsletters. Agents of the Fugger family were spread all over the world and sent regular reports back home. These reports were combined in the form of newsletters and circulated to all units of the family business in different countries.