Milestones in Communication Science|2023 LATEST UPDATE|GUARANTEED SUCCESS

the term mass communication was coined, along with mass media in early 20th century mass communication was coined to describe what was then a new social phenomenon and a key feature of the emerging modern world that was being built on the foundations of industrialism and popular democracy mass media the organised means of communicating openly, at a distance, and to many, in a short space of time early mass media newspapers, magazines, phonogram, cinema and radio the early mass media developed rapidly to reach formats that are still largely recognizable today what were regarded as the key features of mass communication seventy or more years ago are still foremost in our minds today What happened in the 19th century that led to coining the term mass communication? Industrialisation, rise of nationalism, birth of political parties, birth of socialism, emancipation of the masses and rise of the media. The three building blocks of a message Logos, Ethos and Pathos Logos the use of reason. Logical argumentation Ethos Character. The trustworthiness, likeability and intelligence of the sender. The exchange of a message is also about the channel that is used or the person that is sending the information. Pathos Emotional appeals Noise everything that can cause a disruption in the flow of communication Basic model of communication sender, message, receiver Transmission of communication (Laswell) Who, says What, in which Channel, to Whom, and with what Effect Model of Communication sender, message, channel, receiver, effect Two Schools of Classical Communication Science Dialectic method (socrates and plato) and Rhetorica (aristotle) Dialectic method communication as a way to discover the truth of things. Socrates and Plato put a huge emphasis on the role of discourse and logical argumentation in the communication process. The idea that logical and rational discussion will help us resolve differences and by finding out which viewpoint is true. Rhetorica Developed by aristotle, rhetorica taught the ability to perceive all means of persuasion in any given scenario. The main purpose was not to find the truth, but to persuade someone. Gutenberg's innovation of the printing press dates back to the 1430s. What other forms of media, other than books rolled off the presses after the printing press was invented? Short books and leaflets, which were collectively named as pamphlets were printed to entertain, inform and persuade readers. What was the role of pamphlets in the 16th century? They were the new mass medium, giving information and opinions on current affairs, spreading information and commentary on the news throughout Europe. It was also through the pamphlets that many religious and political debates were fought out. Who were pamphlets written for? They were written for the learned, and those who could hardly read, to anyone in between. What kind of information did the pamphlets contain? pamphlets informed multitudes about great military victories and defeats, they also had gossip about the royal families. They could be serious or funny. When and where was the first newspaper published? In 16th century Venice, and then German, Dutch and English newspapers appeared. However, they did not reach a mass audience and were only for the elite. It was focused mainly on foreign political news. Why did the power and influence of mass media increase in the 19th century? Because more people were able to read and write, the potential audience for print media grew tremendously. At the same time, new print technologies and methods for making papers made it cheaper and easier to produce books, newspapers, magazines, etc. What happened once it became profitable to cater to a mass audience? Literature specifically designed for popular tastes boomed. Special magazines for women, books for children, newspapers for members of a political party, all started becoming a daily reality. When did newspapers begin catering to a mass audience? In the 19th century. There was a transition from pamphlets as the primary print medium for news and debate to newspapers.