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Modules Intro Milestones - Coggle Diagram

- - - - Info: Thoughts, Ideas and emotions
      - Transmission: Occur through media
        
        Media: technical and broader definition (hands, voice, eyes e.g.)
    - - Societal: history, political science and sociology
      - Institutional: sociology, cultural anthropology
      - Group: sociology, cultural anthropology
      - Intrapersonal: psychology
      - interpersonal: sociology and psychology
  - - - Primary research: collection own data
      - Secondary research: by studying the research of others
  - - - Argument: many people give a different meaning to a message that was intended. Why should that be wrong. Focus went to receiver of communication
        
        Exchnge of meaning
        
        Jacobson (196): Sender>Message>Receiver...Influenced by context, channel, code
        
        Functions:
        
        Emotive: when the message communicates emotion and attitudes of the sender. Is oriented towards the addresser/ related towards sender.
        
        Example: Expression like "Bah"!
        
        Conative: Is the receiver is directly adressed to do something specific. Relates to receiver
        
        Example: Commercial ad
        
        Referential: correspond with the context and happens when a message primarily describes a situation
        
        Example: "The water is boiling at 100 degrees" or a news report
        
        Phatic: serves to establish, prolong or discontinue communication [or confirm whether the contact is still there] . Relates to the channel
        
        Example: drinking coffee with a friend. Or saying "hello?" to someone.
        
        Poetic. When the message is an end on itself. Oriented towards the message.
        
        Example: a painting
        
        Metalingual: when we use communication to give explanation for codes that we use
        
        Example: dictionary or lecture
        
        Focus on the message, interpretation and multiple meanings.. It offers a new angle, from a third perspective
      - Non-linear model: there's no wrong outcome
      - Polysemic: different people, different interpretation
      - Semiotics: study of signs and signification
        
        Process of giving meaning to signs is signification
        
        Signs: everything that communicates something
  - - - Give meaning to the world around us
      - construct our own social reality
      - Group dynamics
      - Social interaction
  - - - focus on effects of comm
    - - pfocus: production and exchange of meanings
    - - focus on how communication shapes our social reality
- - - - Focused on: discourse, logical argumentation, rational and logical discussion
      - Pioneers were Socrates and Plato
      - It is linear. Good communication is rational communication
    - - Taught the ability to perceive all means of persuasion in any given scenario
      - Proponents of this school are also called sophist
      - The skill was essential in politic and social advancement
  - - - He was student of Plato, who was against rhetorica
      - He focused on the sender
      - He divided rhetorica in three stages
        
        Invention
        
        Topic to talk about
        
        Style
        
        What tone to use?
        
        Delivery
        
        Published book, or speech
      - Successful persuasive communication has three building block:
        
        Logos
        
        Use of reason. E.g. using stats to back it up
        
        Ethos
        
        The caracter: perceived trustworthiness, intelligence, likeability
        
        Pathos
        
        Emotional appeals: like the politicias who droppes his books in front of his audience
  - - - Oral and figurative communication were still used to reach a large audiences. Also coins.
    - - turning point in european history. Printing revolution, hand in hand with an increase of alphabets level.
        
        Rennaisance STARTED due to this fact, hand in hand with more studies on comm. science
  - - - There was a BOOM in printing production
    - - Eastern empire was crushed by Othoman empire in 15th century
        
        Lots of scholars moved to Western part
    - - Rise of new religions
        
        Protestant was a powerful new one
      - Democratic ideas gained interest again
      - Effective weapons were accessible for citizens
        
        It was practical to gain the 'vote' or support of the masses
  - - - Pamphlets were used to Entertain, persuade and inform readers and were "the new" medium
      - People started to notice power of mass communication. E.g. 1672 disaster year, with politicians spreading propaganda through pamplhets
      - Machiavelly analyzed mass communication from a political power angle
  - - - Industralization
      - Rise of nationalism
      - Birth of political parties
      - Birth of socialism
      - Emancipation of the masses
      - Rise of the media
        
        People were able to read and write
        
        Niche down of genres
        
        New print technologies
        
        Newspaper became mainstream
        
        Media acquired power.
        
        The fourht state: Edmund Burke.
        
        Channel between government and people
        
        Bardmeter of public opinion
        
        Check on the use of power by rulers
        
        freedom of press was acquired
- - - - News and maganize got a lot of attnention from the public, focusing on what was happening in europe
      - All over the world a lot of propaganda spread with patritic message
      - A correlation was later on depicted: massive campaign with patriotic messages vs a potivated, patriotic population
  - - - Market research had their own standards to collect and analyze data and was well-developed
    - - Audience was seen as passive and vulnerable (immediate affected)
      - uniform among the audience
  - - - Example: that people were influences by a radio transmission about aliens
  - - - Active audience
        
        Inoculation Theory: Able to resist persuasion
        
        Whcih as also highly receptive to opinion leaders
        
        Two-step flow
        
        Wikipedia "The two-step flow of communication model says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media. In contrast to the one-step flow of the hypodermic needle model or magic bullet theory, which holds that people are directly influenced by mass media, according to the two-step flow model, ideas flow from mass media to opinion leaders, and from them to a wider population. Opinion leaders pass on their own interpretation of information in addition to the actual media content.
        
        They make own selections of media use
        
        "Some kinds of communication, on some kinds of issues, brought to the attention of some kinds of people, under some kinds of conditions, have some kinds of effects.
  - - - Long term, Indirect and personal effects. More reinforcement than actual change
    - - This belief further increased with the rise of TV
    - - With also sociologists expressing concern regarding propaganda efforts from parties involved in the war
    - - 1947 report published: The press is crucial for healthy political system. However, unlike the 4th state model, the comission proposed that there should be guideles that govern media behavior
        
        Government interference in extreme cases
        
        The media should govern themselves (code of ethics) to avoid extreme cases
      - Consequence: Social Responsibility Model
  - - - Second WW
      - Arrival of TV
        
        Long term effects
        
        Repeated exposure: Cultivation theory. After long expsoure public opinion aligns with media's dominant view
        
        Indirect effects: associations (e.g. muscular man with ice-cream). These types of effects are longer lasting than the magic bullet effects
        
        Personal effects
        
        Reinforcement ratter than change. People selectively in regard to media and content engagement
        
        It was a social medium
        
        Hypermediality: talking about series with colleagues. A method to connect. Group and outgroups formed
        
        Social Learning results from tv use
        
        Socialization effects: norms and values learned from tv
- - - - Signified: the concept
      - Signifier: the form
    - - Denotation
        
        A red light
      - Connotation
        
        what denoation represents: redlight> stopping
      - Polysemic messages: message with a different meaning for different people
  - - - Roger Clausse, 1980)
        
        message offered
        
        Message receivable
        
        Message received
        
        message registered
        
        Message internalized
  - - - 3 ways to deal with it
        
        Making a discordant factor less important
        
        Adding new elements to beliefs
        
        Changing the clashing factor
  - - - Some messages go through the filter because the media tells us: Agenda-setting
        
        The amount of media attention influence the public agenda
      - Priming: when voting, people use the criteria that the media gives attention to
      - Gate keeping: Some items won't receive any media attention at all
  - - - Focus on giving meaning to a message
      - Communication as negotiation between sender, text and receiver
      - Encoding a meaning/ Decoding a meaning
      - Negotiation with the texts > different outcomes
      - Open vs closed texts
      - Encoding and decoding model:
        
        Preferred reading
        
        Negotiated reading
        
        Oppositional reading
- - - - Cultural relativism (Franz Boas): no universal human cutlture
  - - - Communication is used to maintain and construxt social reality
        
        Social construction of reality (Berger & Luckmann, 1966)
        
        We share: knowledge about everyday reality, knowledge we take for granted, simple and objective truths
      - Takes social environment into account
  - - - Created by the elite who control media landscape
      - The aim of PC is to maintain power structures
      - It is created to prevent revolutions, it is opium for the people
      - This apporach fit with old mass media paradigm: audience as passive to block messages
  - - - CCCS Stuarthall
        
        Theory of Hegemony: pop culture communicates the dominant cultural framework
        
        We are (unconciously) being programmed to benefit the status quo
      - Fiske: different apporach
        
        fact that it is famous: indicator cultural quality, but it is in synch with dominant social reality
        
        More power to the audience in his theory. It has cultural worth
    - - Focus on the channel, the media themselves
        
        According to Marshall McLuhan, the medium is the message
        
        E.g Cinema example: going on a date to cinema not for the specific movie, but for the social activity itself
        
        McLuhan:Media all have their own characteristics
        
        E.g Joke example. different on text than face-to-face
        
        With each new medium: humankind is re-invented
  - - - That's way we coomuncate: to minimize the disconfort of uncertainty
  - - - a. people live in constant uncertainty
      - b. people use communication to reduce uncertainty
      - Strategies to cope with it:
        
        Passive strategie: observation
        
        Asking other people: Active strategie
        
        Interactive strategy: asking someone at the source of uncertainty
      - Group pressure and comformity
- - - - More conflict as result of thios