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Main Points
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  • The elements in the communication process are a source, encoding process, message, channel, decoding process, receiver, feedback, and noise.

  • The three types of noise are semantic, environmental, and mechanical.

  • The three main settings for communication are interpersonal, machine-assisted interpersonal, and mass communication.

  • Each element in the communication process may vary according to setting.

  • Mass communication refers to the process by which a complex organization, with the aid of one or more machines, produces public messages that are aimed at large, heterogeneous, and scattered audiences.

  • Traditionally, a mass communicator was identified by its formal organization, gatekeepers, expensive operating costs, profit motive, and competitiveness. The Internet has created exceptions to these characteristics.

  • New models have been developed to represent Internet mass communication.

  • Communication content has become more specialized in the past 40 years, but the channels of mass communication still have the potential to reach vast audiences.

  • Seven trends that characterize modern mass communication are audience segmentation, convergence, increased audience control, multiple platforms, user-generated content, more mobility, and social media.








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