MCM101 short notes Lecture 3 and 4

Virtual University Helping Point

 Lecture #3

Newspapers/ magazines

• the first titled English language Private newspaper, The Corrant, was first published in London in 1621.

• The first English daily newspaper, the Daily Courant, was founded by Samuel Buckley on 11 March 1702.

• In 1631 The Gazette, the first French newspaper was founded.

• In 1690, Public Occurrences in Boston Became the first newspaper published in America.

• In 1803, Australia’s military government published the Sydney Gazette and the New South Wales Advertiser, Australia’s first newspapers.

• Since the 1980s, many newspapers have been printed with three-color process photography and graphics.

• This highlights the fact that the layout of the newspaper is of major importance in getting attention.

Linotype Machine

1884 Otto Merganthaler invents the Linotype machine which casts type in full lines, using hot lead, a Quantum leap in newspaper publishing, and ushering in the era of “hot lead.” The systems remained in General production in the industry well into the 1980s, when computerized pagination became prominent. This printing process was assumed by hundreds of regular publications of newspapers and magazines Around the world and remained in frequent use for almost a hundred year. 1962 L.A. Times derived Linotype hot metal typesetters with perforated tape. The key was development of A dictionary and a method to automate the hyphenation and justification of text in columns (tasks that took Up 40% of a manual operator’s time).

Circulation and Readership

• United Nations’ data from 1995 indicates that Japan is the country with most newspaper Readership.

• It has three daily papers with a circulation well above 4 million.

1. Germany’s Bild, with a Circulation of 4.5 million, was the only other paper in that category.

2. USA Today has daily circulation of approximately 2 million, making it the most widely distributed paper in The U.S.

Business side

• Almost all newspapers make almost all their money from advertising.

• Publishers of commercial Newspapers strive for higher circulation so that advertising in their newspaper becomes more effective.

• But some advertising Sales also market demographics. Some newspapers might sacrifice higher circulation numbers in favor of an Audience with a higher income.

• Some newspapers provide some or all of their content on the Internet, either at no cost or for a fee.

• In some cases free access is only available for a matter of days or weeks. In other cases, extensive free archives are provided.

Radio – radical change in mass communication

• At the brink of 20th century when Italian born Guglielmo Marconi Introduced to the world his marvel which today we all know as a radio – the device which brings voice to You from thousands of kilometers.

Marconi – transmits signals by radio waves

• An Irish-Italian inventor Guglielmo Marconi is commonly credited for doing that in 1895

•  Other countries have Some impressive evidence that some of their citizens transmitted radio signals before Marconi.

• Marconi patented the invention in England and set up the Marconi Wireless Telegraph Company.

Broadcast Advertising

• In 1922, a station in New York Ran a 10-minute talk 

• ThatThat was deemed a toll broadcast — now better known as a commercial. At that point it was discovered that You could actually make money by promoting products on radio

• In Great Britain this led to the establishment Of the BBC (British Broadcasting Corporation) in 1923. The BBC used public taxes on radio receivers, Rather than commercials, to pay for their broadcast system.

• The CBC (Canadian Broadcast System) was developed in Canada, patterned after the BBC. The Problem in Canada was that a large percent of the population spoke French, which meant that Programming systems in both English and French had to be developed

• Congress passed the Radio Act of 1927, which created the Federal Radio Commission (FRC).

• Its Purpose was to organize the licensing of transmitters, including assigning radio station frequencies.

• In 1934. The FRC was reorganized into the agency that now controls U.S. broadcasting, the Federal Communications

Commission (FCC).

• The FCC’s regulatory powers expanded to include telephone and telegraph — and Some years later, television.

Television – miracle in modern mass communication

• Championed in 1927, the invention of TV took hardly ten years to assume a regular shape as one strong Source of mass.

• 2nd world war halted progress of TV

• At the end of world war rapid advancement in telecommunication

• TV stations set up, regulations enacted, sets were sold in high number

• Next decade saw colored TV sets and transmissions and use of remote Controls.

• Pakistan had its first TV station in Lahore in November 1964.

Computer :

Computers which were introduced on limited scale in early 1960 for the purposes of communication and fast data processing became in 1990s the major source of communication across the world. 

Lecture #4 

Communication is a complex business and involves certain elements which join together to help a message Go across.

Elements of communication

Sender

• Person who sends a message.

• chief initiator of any communication

• No sender- no communication

• singular and plural

• If a teacher is delivering lecture, it constitute a case of sender as one individual.

• Sender Comprising many is the case when a group of people shout together, or more than one person sing a song As chorus.

Message

• Encoding the crux of The feeling in words/gestures or any other form is called message.

• simple word or a very complex and technical integration of feeling

Channel

• helps carry the message to its desired destination

• Printing words, channel : paper

• Telephonic conversation channel : wire and set

• Voice, channel : air

• Some times the channel itself becomes part of message and sometime Message is sent in a manner that a part of it serves as a channel.

Receiver

• Target of the message and actually Receives it.

• Dimension of receiver is wide.

Interpreter

• Interpreter is required to understand – decode – the message so that the purpose of communication is Served.

• Noise means part of meaning which is lost from the original Message.

• There is hardly a message which is decoded, or interpreted cent per cent.

Feedback

• The receiver continuouslly Sends back its approval or disapproval after having interpreted the message is reffered as feedback.

Context

• Change in the background factors Denoted as context, may change the meanings altogether.

• Context itself comprises multiple factors each one Of them becomes essential when it comes to interpretation of the original message.

Model :

• A model is a systematic representation of an object or event in idealized and abstract form. Models Are somewhat arbitrary by their nature.

• Communication models are merely pictures; they’re even distorting pictures, because they stop or Freeze an essentially dynamic interactive or transitive process into a static picture.

• Models are metaphors. They allow us to see one thing in terms of another.

The Shannon-Weaver’s Model of Communication

The Shannon-Weaver’s model is typical of what are often referred to as transmission models of Communication. They were principally Concerned with communication technology.model was initially very technology-oriented

The Shannon-Weaver’s Model (1947) proposes that all communication processes must include following six Elements:

• Source  

• Encoder

• Message

• Channel

• Decoder

• Receiver

This model is Often referred to as an ‘information model’ of communication. A drawback from our point of view is the model’s obvious Linearity. It looks at communication as a one-way process. A further drawback with this kind of model is That the message is seen as relatively unproblematic. It is fine for discussing the transformation of ‘information’ but when we try to apply the model to communication, problems arise with the assumption That meanings are somehow contained within the message.

Detailed analysis of the model

• The Source

some Person or group of persons with a given purpose, a reason for engaging in communication.

• The Encoder

The communication encoder is responsible for taking the ideas of the source and putting them in Code, expressing the source’s purpose in the form of a message.

• In person-to-person communication, the encoding process is performed by the motor skills of the source Vocal mechanisms

• A disabled Person might not be able to control movement of their limbs and so find it difficult to encode the intended Non-verbal messages or they may communicate unintended messages.

• A person who has suffered throat problem Can encode their Messages verbally using an artificial aid

The message

• Whatever is communicated is the Message.

• Denis McQuail (1975) in his book Communication writes that the simplest way of regarding human Communication is ‘to consider it as the sending from one person to another of meaningful messages’.

The channel :

The Choice of the appropriate channel is a vitally important choice in communication. 

Physical noise :

• Unexplained variation in a communication channel or random error In the transmission of information

• It is possible for a message to be Distorted by channel overload.

• Channel overload is not due to any noise source, but rather to the channel Capacity being exceeded.

Semantic Noise

• Transfer of a mismatch between the encoding and decoding devices to the study of human communication

• Semantic noise is not as easy to deal with as physical noise

• Semantic noise is difficult to define.

• It may be related to people’s knowledge level, their communication Skills, their experience, and their prejudices

The decoder

it is quite possible for a person to hall five senses, any necessary technology and so on and yet be unable to decode your messages

The receiver

For communication to occur there must be somebody at the other end of the channel. This person Or persons can be called the receiver. .

Feedback definition

Feedback principle means that a behavior is tested with reference to its Result and success or failure of this result influences the future behavior

Laswell Formula

Lasswell was primarily concerned with mass communication and propaganda, Lasswell Formula consists of five major components.

Harold Lasswell (1948) conceived of analyzing the mass media in five stages:

• “Who?”

• “Says what?”

• “In which/what channel?”

• “To whom?”

• “With what effect?”

George Gerbner (1956) extended the components to include the notions of Perception, reactions to a situation, and message context.

More will be updated soon. Keep visiting this page