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KOM5111 COMMUNICATION THEORY FIRST MEETING LECTURE First Semester, 2011-2012 SECTION 1: FOUNDATION OF COMMUNICATION THEORY Saturday, 18 th June 2011. Information About Lecturer Dr. Mohd Nizam Osman Room B.130 (Block B) Department of Communication, FBMK - PowerPoint PPT Presentation
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KOM5111 COMMUNICATION THEORY
FIRST MEETING LECTUREFirst Semester, 2011-2012
SECTION 1:FOUNDATION OF COMMUNICATION
THEORY
Saturday, 18th June 2011
Information About Lecturer
Dr. Mohd Nizam OsmanRoom B.130 (Block B)Department of Communication, FBMKTel: (03) 8946-8790 (direct line)
(03) 8946-8777 (main office)Email: [email protected]
Appointments: Appointments can be made to discuss about course-related matters via the contact details given above.
FIRST MEETING AGENDA:
1. Discuss the course outline2. Discuss the assignments for the course3. Discuss other course-related matters4. Discuss topics to be covered in final
semester examination5. Commencement of lecture (Section 1)
First Meeting, Section 1 (Topic 1-4)
The following communication theories willbe discussed today:
1. Schramm Communication Theory2. Berlo Communication Theory3. Westley MacLean Communication Theory
First Meeting, Section 1 (Topic 1-4)
Topics To Be Covered in Final Exam1. Understand what is meant by
communication2. Focus on the definition of communication
communication phenomenon3. Understand the different terminologies of
communication; what is meant by symbols, verbal communication, non-verbal communication, transmission, channel, noise, encoding, decoding etc
First Meeting, Section 1 (Topic 1-4)
4. Focus on the definition of theory5. Understand the definition of theory from
the perspective of human communication6. Have a clear understanding why theory is
important in the context of human communication
7. Be able to relate why effective communication fails to take place in a given communication context
First Meeting, Section 1 (Topic 1-4)
8. Familiarize with a number of communication theories/models that will be discussed during lecture
9. Be able to differentiate the differences in terms of applications of these communication theories/models in different communication contexts
10. Focus on important names associated with communication theories/models that are discussed during lecture
First Meeting, Section 1 (Topic 1-4)
Understanding Communication“the act of communicating; exchange of ideas, conveyance of information, etc”
- melakukan komunikasi; bertukar idea, menyampaikan informasi dll
(The New International Webster’s Comprehensive Dictionary of the English Language 1999:265)
First Meeting, Section 1 (Topic 1-4)
Exchange of Ideas“to give or receive in return for something else”Cassell Popular English Dictionary (1995:281)
- the amount of ideas exchanged signify communication- whether a person is knowledgeable or not- whether a person wants to communicate or otherwise- depending on the nature of the ideas
First Meeting, Section 1 (Topic 1-4)
Definition of Communication“communication is the process of transmitting; a giving, or giving and receiving of information, signals, or messages by talks, gestures, writing, etc.”
- komunikasi adalah proses penyampaian; memberi dan menerima informasi, signal atau mesej melalui perbualan, perbuatan, penulisan dll Ruben, B. (1992) Communication and Human Behavior:1
First Meeting, Section 1 (Topic 1-4)
Definition of Communication“a system of sending and receiving messages, as by telephone, telegraph, radio, etc”
- suatu sistem penyampaian dan penerimaan mesej (maklumat) melalui telefon, telegraf, radio dll Ruben, B. (1992) Communication and Human Behavior:1
First Meeting, Section 1 (Topic 1-4)
Definition of Communication“Human communication is the process through which individuals – in relationships, groups, organizations, and societies – respond to and create messages to relate to the environment and one another”
- Komunikasi manusia adalah proses di mana individu – dalam perhubungan, kumpulan, organisasi dan masyarakat – bertindak ke atas dan membentuk mesej (maklumat) untuk disesuaikan dengan persekitaran dan di antara satu sama lainRuben, B. (1992) Communication and Human Behavior (14)
First Meeting, Section 1 (Topic 1-4)
TYPES OF COMMUNICATION1. Human Communication- intrapersonal communication- interpersonal communication- intercultural communication
2. Group Communication- small group communication (2 – 10 people)- large group communication (11-30 people)- mass group communication (more than 30, less than 200 people)- mass communication via media (millions of people)
First Meeting, Section 1 (Topic 1-4)
3. Organizational Communication - employers/management to workers/staff - from workers/staff to employers/management - among peers/subordinates - communication via technology (email,
phones etc)
4. Animal Communication - by means of sounds - by means of gestures - by means of reward for reinforcement
First Meeting, Section 1 (Topic 1-4)
5. Machine Communication - from humans to machines (e.g., computers, fax machines, photocopies
etc) - from machine to machine (robotics, CAD,
CAM, industrial productions)
6. Mediated Communication - communication by means of media - includes electronic media (radio, TV) and
print media (newspapers, magazines, books etc)
First Meeting, Section 1 (Topic 1-4)
Communication Related Disciplines1. Intrapersonal Communication
- communication within oneself - disciplines among psychologists and
scholars studying children communication - e.g., John E. Aitken, Leonard J. Shedletsky,
Don W. Stacks etc etc.
2. Interpersonal Communication - communication with two or more individuals - conducted by means of media or face-to-face - understanding the complexity of human
communication
First Meeting, Section 1 (Topic 1-4)
Communication Related Disciplines
3. Intercultural communication - study of human communication between
people from different cultural backgrounds - focuses on the dynamics of verbal and non-
verbal communication in the context of cross-culture
- important for maintaining diplomatic, political and social relations between nations
First Meeting, Section 1 (Topic 1-4)
Communication Related Disciplines
4. Organizational communication - the study of human communication within an
organizational setting - interaction between work colleagues (peers),
top-down communication, bottom-up communication, communication via technology in the organization, communication across units/departments/ divisions
First Meeting, Section 1 (Topic 1-4)
Communication Related Disciplines5. Mass communication
- the study of communication via electronic media (radio, TV, film) and print media (newspapers, magazines, books etc)
- focuses on the mass audience, audience characteristics, audience demography,
means of disseminating information using the appropriate medium - also focuses on international communication using media (satellite, phone, video teleconferencing etc)
First Meeting, Section 1 (Topic 1-4)
Understanding Communication Theory“communication theories are theories that contain explicit or implicit definition of communication. It contains variables that indicates relationships to explain communication phenomena”(Narimah Ismail et al. (2007) KOM5111 Module
First Meeting, Section 1 (Topic 1-4)
Understanding Communication TheoryAccording to Littlejohn (2002), communication theory functions as a medium to explain and predict a communication phenomena”(in Akmar Hayati, 2009:39)
First Meeting, Section 1 (Topic 1-4)
Understanding Communication Theory“A set of concepts and relationships statements that helps to describe, explain, evaluate, predict and control communication events”(Cragan & Shields, 1998)
First Meeting, Section 1 (Topic 1-4)
Elements of Communication Theory1.Concepts
- abstraction referencing to a class of thing, a term used at the theoretical level
(Salleh Hassan, 2008)
- the process by which a general idea is derived or an abstraction is generalized is called conceptualization
(Salleh Hassan, 2008)
First Meeting, Section 1 (Topic 1-4)
Elements of Communication Theory
2.Variables
- variables are phenomenon which are liable to change; capable of varying; susceptible
of continuous change of value (Cassell Popular English Dictionary, 1995:912)
First Meeting, Section 1 (Topic 1-4)
Elements of Communication TheoryVariables
- A variable is a concept, object, or property to which a set of values based on
predetermined criteria is assigned.
- two forms of variables in Communication Studies: Independent Variable and Dependent Variable
First Meeting, Section 1 (Topic 1-4)
Elements of Communication Theory
Dependent Variable- variables which are assumed to depend on or be caused by another (called the independent variable. For example, if you find that income is partly a function of amount of or level of formal education, income is being treated as a dependent variable (Salleh Hassan, 2008)
First Meeting, Section 1 (Topic 1-4)
Elements of Communication TheoryIndependent Variable
- An independent variable is presumed to cause or determine a dependent variable. For example, if we discover that religiosity is partly a function of gender – that is to say women are more religious than men, therefore gender is the independent variable (Salleh Hassan, 2008)
First Meeting, Section 1 (Topic 1-4)
Functions of Communication Theory?
- making predictions/assumptions about communication phenomenon
- views/observations- opinions- limitations- applications- criticisms
First Meeting, Section 1 (Topic 1-4)
Functions of Communication Theory
- Communication theory provides an assumption about a communication phenomenon (Salleh, 2005)
Question:1. The assumptions made about communication phenomenon are always accurate
2.The assumptions made about communication phenomenon may not be accurate
First Meeting, Section 1 (Topic 1-4)
Communication Theory – Schramm Theory- Wilbur Schramm introduced a theory on the
process of human communication in 1954- Introduced the concept of ‘field of experience’ in
human communication- Schramm theory indicates communication and
feedback occurs simultaneously- This process is also known as transactional
communication
First Meeting, Section 1 (Topic 1-4)
SCHRAMM THEORY OF COMMUNICATION
ENCODERENCODER
INTERPRETERINTERPRETER
DECODERDECODER
DECODERDECODER
INTERPRETERINTERPRETER
ENCODERENCODER
MESEJMESEJ
MESEJMESEJ
First Meeting, Section 1 (Topic 1-4) – Additional Slides
Communication Theory – Schramm TheoryTransactional Communication vs. Linear and
Interactive Communication
- Linear (one-way communication)* no feedback
- Interactive (two way communication)* delay feedback
- Transactional (two way communication)* spontaneous feedback
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human Communication According to Schramm, communication is a process which requires the sender to compose suitable symbols and signs (encoder) to be disseminated to the receiver who will then give meaning to the received message (decoding and interpreting) before sending another message back to the sender (feedback) and the process repeats itself.
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human CommunicationAccording to Schramm: - the sender of the message constructs and
conceptualises a message using signs and symbols (encoding)
- the receiver receives the message either verbally or non-verbally (decoding)
- the receiver then assign meaning to the message received (interpreting)
- the receiver then becomes the sender by providing feedback to the message received
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human CommunicationEncoder:
“the process of translating a message into code”- proses menterjemahkan mesej kepada
kode
Interpreter:“an act of assigning meaning to a code
or symbol”- proses memberi makna kepada kode
atau simbol
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human CommunicationDecoder:
“the act of translating from code symbols into ordinary language”Cassell Popular English Dictionary (1995:813)
Decoder can be done either manually or by means of technology (decoding machines)
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human Communication
According to Schramm, effective human communication occurs when:
1. The message is understood between sender and receiver“a message is any symbol or collection of symbols which has meaning or utility”- mesej adalah apa jua simbol atau koleksi
simbol yang mempunyai makna atau yang boleh digunakan
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human Communicationsimbol“a character or letter accepted as representing or signifying something, idea, relation, process etc”Cassell Popular English Dictionary (1995:832)
“a symbol is anything which is created to refer to something else”Gilchrist, J. (1990)
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human Communication2. Communication Skills (sender and receiver)
- choosing the right symbols to communicate - combination of verbal and non-verbal communication during interaction
example: ‘peace sign’ expressions of feelings
- Encoder should focus on the frame of reference of the receiver
example: communicating about extreme cold weather
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human Communication
3. Providing Feedback- feedback has to be immediate (preferably)- feedback is most effective if done face-to-face- feedback using media (internet, phone calls, letters etc) is less effective due to delay time factor- feedback should be genuine, honest and reliable
First Meeting, Section 1 (Topic 1-4)
Schramm Theory of Human Communication
4. The level of knowledge of the sender/receiver regarding the message sent/received
- knowledge about the topic- high level of knowledge of sender may have a high level of influence on the receiver- knowledge is consistent with the sender/receiver level of experience- knowledge is also the result of exposure to
the environment
First Meeting, Section 1 (Topic 1-4)
Communication Theory – Berlo Theory- David Berlo introduced the SMCR model of
communication in 1960- Berlo’s communication is linear, although it
touches on human communication- Berlo’s theory focuses on the components
needed in each of the four element of communication (SMCR)
- Berlo was the first communication scholar who treated the five senses as channel of communication
First Meeting, Section 1 (Topic 1-4)
Communication Theory – Berlo Theory
message channel
BERLO’s MODEL OF COMMUNICATION
source receiver
First Meeting, Section 1 (Topic 1-4)
Berlo Theory of Human Communication
Berlo introduces 4 levels of communication in his theory:
1. Source 2. Message 3. Channel4. Receiver
First Meeting, Section 1 (Topic 1-4)
Berlo Theory of Human Communication
SOURCE (SUMBER)Source is anyone, or any object (machine) which sends a message (verbal or nonverbal) to another person or to another object
Sumber merangkumi sesiapa sahaja, atau objek (mesin) yang menghantar mesej (secara lisan atau bukan lisan) kepada orang lain atau kepada objek lain
First Meeting, Section 1 (Topic 1-4)
Berlo Theory of Human Communication
The source of the message should have:- Communication Skills (kebolehan berkomunikasi)- Attitudes (pandangan ke atas mesej yang ingin
disampaikan)- Knowledge (tahap pengetahuan mengenai mesej
yang ingin disampaikan)- Socio-cultural system (sistem sosio budaya)
First Meeting, Section 1 (Topic 1-4)
Berlo Theory of Human Communication
MESSAGE (MESEJ)According to Berlo, message is comprised of:- Code (kode)- Content (Kandungan)
CODE- “a set of symbols used to translate a message
from one form to another”Devito, J.A. (2005) Messages: Building Interpersonal Communication Skills (278)
First Meeting, Section 1 (Topic 1-4)
Berlo Theory of Human Communication
Channel of Communication is comprised of:- Hearing (pendengaran)- Smelling (Hidu)- Tasting (merasa)- Touching (sentuhan)- Seeing (penglihatan)
Additional channel of communication (not discussed by Berlo):
- Air waves (vibration of sound)- Copper wires
First Meeting, Section 1 (Topic 1-4)
Berlo Theory of Human Communication
RECEIVER Receiver of the message should have:- Communication Skills (kebolehan
berkomunikasi)- Attitudes (pandangan ke atas mesej yang ingin
disampaikan)- Knowledge (tahap pengetahuan mengenai mesej
yang ingin disampaikan)- Socio-cultural system (sistem sosio-budaya)
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated Communication
WESTLEY MACLEAN THEORY(1955)- Westley Maclean introduced the mediated
theory of communication in 1955
- Maclean assumes that the process of communication begins when the receiver receives the message
- Message is sent from the sender and received by the receiver by means of media
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated Communication
Proposes 4 stages/levels in the theory: Level 1: INTRAPERSONAL COMMUNICATION
Level 2: INTERPERSONAL COMMUNICATION
Level 3: SIMPLE MEDIATED COMMUNICATION
Level 4: COMPLEX MEDIATED COMMUNICATION
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated Communication
Level 1: INTRAPERSONAL COMMUNICATION- This level assumes communication occurs with
one source only (within the self)- Communication in this level can be verbal
and/or non verbal- No feedback in this level (feedback only
happens within the self)
First Meeting, Section 1 (Topic 1-4) Westley MacLean Theory of Mediated Communication
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated Communication
Level 1: INTRAPERSONAL COMMUNICATION- ‘X’ is any object/issue within a person’s frame of
reference.- ‘A’ refers to the individual observing ‘X’- refers to the concept of ‘infinity’ (no ending)
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated Communication
Level 2: INTERPERSONAL COMMUNICATION- This level assumes communication occurring
between two or more individuals- Communication in this level occurs via face-to-
face- Individuals interacting in this level can choose
any object ‘X’ to discuss about (but the object ‘X’ has to be within both individuals frame of reference/experience)
- Feedback between the individuals during the interaction is spontaneous (face-to-face communication)
First Meeting, Section 1 (Topic 1-4) Westley MacLean Theory of Mediated Communication
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated Communication
Level 2:- ‘X’ is any object/issue within a person’s frame of
reference.- ‘A’ refers to an individual which chooses what
object to communicate with individual B- Both individuals (A and B) must be able to see
and understand the object (X) which is being discussed
- Feedback is spontaneous (transactional)
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated Communication
Level 3: SIMPLE MEDIATED COMMUNICATION- This level assumes communication occurring
via media or any forms of communication devices
- Communication devices, in this context refers to telephone, Internet (e-mail), newspapers, television, satellite etc.
- This is a form of interactive communication- Feedback is present in this level, but feedback
is delayed
First Meeting, Section 1 (Topic 1-4) Westley MacLean Theory of Mediated Communication
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated Communication
Level 3:- ‘C’ refers to media institutions
(journalists/producers/media management etc) which chooses what issue (X) to broadcast to society (B)
- media institutions refers to all categories of media industries: electronic media, print media and new media
- In this level, media institutions can act as gatekeeper
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated Communication
Level 3:- ‘B’ refers to society which receives the
news/story about an issue (X) from the media ‘C’- ‘B’ is not able to directly see or observe the
issue (X), but is being informed about the issue via the media ‘C’
- ‘B’ is able to provide feedback about the issue (X) to the media ‘C’
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated Communication
Level 4: COMPLEX MEDIATED COMMUNICATION- This level assumes communication occuring via
the media and involves more individuals and stages/procedures (complex)
- In this stage, two groups of individuals (general public and the media) directly observe an object/issue (X) and the media ‘C’ disseminates news/stories about ‘X’ to the general public who are not able to directly observe ‘X’
First Meeting, Section 1 (Topic 1-4) Westley MacLean Theory of Mediated Communication
First Meeting, Section 1 (Topic 1-4)
Westley MacLean Theory of Mediated Communication
Level 4:- Agenda setting occurs in this level; the media
chooses what issue to focus on- The media ‘C’ can magnify an issue to capture
the attention of the general publicexamples: - political issues- social issues- health issues- celebrities issues etc
END FIRST MEETINGKOM5111 COMMUNICATION THEORY
JUNE 2011