Transcript looking forward to

Decoding
The decoding process is the opposite of
the encoding process. it consists of
activities that translate or interpret
physical messages into a form that has
eventual meaning for a receiver. As you
read these lines ,you are decoding a
message .If you are playing the radio
while decoding these lines, you are
decoding two messages
simultaneously——one aural ,one
visual. Both humans and machines can
be thought of as decoders.

A single communication event can
involve many stages of decoding. A
reporter sits in on a city council
meeting and takes notes (decoding);
he or she phones in a story to the
rewrite desk where another reporter
types the story as it is read
(decoding) Eventually it is printed
and read by the audience
(decoding). what we said earlier
Receiver
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
The receiver is the target of the
message ——it’s ultimate goal. The
receiver can be a single person, a
group ,an institution, or even a large
anonymous collection of people. In
today’s environment, people are more
often the receivers of communication
message than the source.
It should also be clear that in some
situations the source and receiver can be
in each other’s immediate presence,
while in other situations they can be
separated by both space and time.
Feedback



Feedback refers to those responses of
the receiver that shape and alter the
subsequent message of the resource .
Feedback represents a reversal of the
flow of communication. The original
source becomes the receiver ;the original
receiver becomes the new source .
Communication scholars have
traditionally

identified two different kinds of feedback —
positive and negative. In general terms ,positive
feedback from the receiver usually encourages
the communication behavior in
process ;negative
feedback usually attempts to change the
communication or even to terminate it .
Feedback can be immediate or delayed.
Immediate feedback occurs when the reactions

that evaluation to the the
source ,you would first have to find
out the company that distributed the
CD ,find a mailing address ,phone
number ,e-mail address ,or website
address. You would then have to
send your feedback via the
appropriate channel. If you got your
message through to the company, it
would still have to be passed on to
Noise

Communication scholars define
noise as anything that interferes
with the delivery of the message .A
little noise might pass unnoticed,
while too much noise might prevent
the message from reaching its
destination in the first place. There
are at least three different types of
noise :semantic ,mechanical, and
environmental.


Semantic noise occurs when
different people have different
meanings for different words and
phrases.
for example ,once upon a
time ,there were a bachelor and an
old unmarried girl, who were eager
to marry as early as possible. The
bachelor has no a nose, and the old
unmarried girl has a impaired
mouth. The match maker told the
After listening to the match maker ,the bachelor told
her, it doesn’t matter that the girl’s mouth was not
good beautiful, because his nose was not beautiful
either. And the match maker told the girl that the
bachelor has nothing “under the eye”. In like manner,
the girl took it for granted that the bachelor was
poor ,after all, if they marry, all will change.
In the end ,both the bachelor and the unmarried old
girl met in a day ,they were so surprised each other
that they can’t
believe each other.
Because they found out that the
bachelor had not a nose ,and the
bachelor also found out that the
girl’s mouth was so ugly that he
wasn’t like a humankind.
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Noise can also be mechanical .This
type noise occurs when there is a
problem with a machine that is
being used to assist communication.
A third form of noise can be called
environmental .This type refers to
sources of noise that are external to
the communication process but
that nonetheless interfere with it .


As noise increases ,message fidelity
(how closely the message that is sent
resembles the message that is
received )goes down.
clearly ,feedback is important in
reducing the effects of the noise .The
greater the potential for immediate
feedback —that is ,the more interplay
between source and receiver—the
greater the chance that semantic noise
will be overcome.
machine-assisted interpersonal
communication

Machine-assisted interpersonal
communication (or technologyassisted communication) combines
the characteristics of both the
interpersonal and mass
communication situations.
Furthermore ,the growth of the
Internet and the world wide web has
further blurred the boundaries
between these two types of
communication. This section
concentrates on those situations that

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In the machine-assisted
setting ,one or more people are
communicating by means of a
mechanical device (or devices)
with one or more receivers
One of the important
characteristics of machineassisted interpersonal
communication is that allows
the source and receiver to be
separated by time and space.



A tremendous variety of modern
communication falls into this
category .here are some diverse
examples of machine-assisted
communication.
1.E-mail allows people to send
messages across the country in
a matter of minutes.
2.People get money out of
automatic teller machines by
inserting a magnetic card and


3.Chat rooms and newsgroups
on the internet allow individuals
to communicate by typing
messages to their computer for
all to see.
4.An inventor in Philadelphia
has perfected the Lawn Buddy
message machine in which a
five-inch tall animal arise from a
flowerpot and asks a visitor to


The source in the machine-assisted
situation is easy to identify in some
instants ,harder in others .the person
on the other end of the phone ,the
person who wrote the letter, the
person at the computer –all of these
are fairly easy examples.
But what about the messages from
automatic teller machines? In this
example ,the source of the message
is the human being or beings who
actually programmed the device in
the first place .


to sum up, the source in the
machine-assisted setting can be
a single person or group of
person. the source may or may
not have firsthand knowledge of
the receiver.
Encoding can also take several
forms in this setting .It might be
as complicated as writing
as a computer program or as

There are at least two separate
stages of encoding in machineassisted communication. The first
involves the source translating his or
her thoughts into words or other
appropriate symbols ,while the
second occurs when the machine
encodes the message for
transmission or storage. Thus when
you are typing a term paper the first
encoding stage occurs, when you
form your thoughts into words and


The second stage occurs as your
fingers fly over the keyboard to
produce a permanent message
Channels are more restricted in
machine-assisted communication.
whereas interpersonal
communication can make use of
several channels ,machine-assisted
settings generally restrict the
message to one or two. The
telephone relies on sound waves
and electrical energy.


A written document uses light
rays to convey the
message .Machine-assisted
interpersonal communication
has at least one machine
interposed between source and
receiver.
Messages vary widely in
machine-assisted
communication. They can range
from message that can be


as is the case with e-mail to a
small number of predetermined
message that cannot be altered
once they are encoded.
Message can be either private
or public ,depending on the
circumstances. A letter ,a phone
call ,or personal e-mail are
examples of the private
machine-assisted messages.

A sound truck broadcasting an
lection –day message ,a person
handing out pamphlets, a poster
nailed to a telephone pole are all
examples of public messages .The
ease with which the messages can
be terminated is also variable but, by
and large ,people need little effort to
end communication, Throwing away
the pamphlet, hanging up the phone,
closing your window to avoid the
sound truck are accomplished with


Walking out on a speaker while he
or she is at the microphone is a little
harder, but the interposition of a
machine between source and
receiver tends to increase what we
might call the psychological distance
between those two elements.
Decoding in machine-assisted
communication can go through one
or more stages ,similar to the
encoding process. Reading a letter
requires a single phase of
decoding .Reading e-mail requires
two phase: one for the computer to
decode the electrical the patters into

The receiver in the machine-assisted
setting can be a single person or a
small or large group. The receivers
can be in the physical presence of
the source or out of physical view.
The receivers can be selected by the
source ,as would be the case for a
letter or a telephone call ,or they can
self –select themselves into the
audience ,as would happen if you
took a pamphlet from a person on a
street corner.

Feedback can be immediate or
delayed. when the source and
receiver are in close
proximity ,feedback will be
immediate .The speaker at a
political convention will hear the
applause immediately .If the
source and the receiver are
separated by
geography ,feedback may or


writing a letter ,leaving a message
on an answering machine, and
inserting your plastics card into an
automated teller machine and having
it disappear without a sound are
examples of situations. In which
feedback would be delayed, if it
occurred at all. The person who
plays back the tape on the
answering machine may not want to
call back, the letter may nor be
answered, and so on.
The extent of possible feedback

Although some circumstances allow
for a great deal of feedback (the
speaker at the political rally can see
and hear the audience react) it is
never as abundant as it is in the
interpersonal setting .In an
interpersonal setting it might be
possible for the speaker to seek out
reactions from some or perhaps may
not have that opportunity .In other
situation ,feedback is limited .In a
telephone conversation feedback is

Feedback in the form of writing
communication is limited to the
visual channel. Sometimes
feedback is difficult or even
impossible .If the automatic
teller gives you a coded
message that says “insufficient
funds” you cannot tell it “ well ,I
just made a deposit this
morning .Look it up.”

Noise in machine –assisted
communication can be semantic
or environmental ,as in
interpersonal communication,
but it can also be mechanical,
since interference with the
message might be due in part to
difficulties with the machine
involved.
Shenzhou V-II spacecraft launch
sucessfully

China launched its third manned
spacecraft on Thursday with
three astronauts on board to
attempt the country's first-ever
space walk. The spaceship
Shenzhou VII blasted off on a
Long March II-F carrier rocket
from the Jiuquan Satellite
Launch Center in the
northwestern Gansu Province at
The news English tanslations



1.机器辅助的人际传播兼有人际传播
和大众传播情景的特点。此外，因特
网及万维网的发展进一步模糊了这两
种类型的界限。
2、大众传播指的是一个复杂的组织
通过一个或更多的机器的帮助 ，生产
和传递公共讯息的过程，这些讯息被
送到庞大的，异质的及分散的受众那
儿。
3、 编码指的是信源把观念及想法转
变成一种感官可以察觉的形式的活动。
在一个传播环境中的编码可以一次或
多次发生。一些人与其他的人相比是


4、在某些情况下，信源与接受
者可以同时出现，而在另一些情
况下，他们可能被时间及空间分
隔开。
5、大众传播的受众是一个巨大
的受众群，其人数有时可以到达
上百万，其次，这种受众是异质
的，也就是说，它是由不相似的
群体组成的，这些群体可能在年
龄、智力、政治信仰、种族背景


6、 正如我们已经注意到的，昂
贵的创办及运转费用并不是网站
的特征，并且，那种代表着传统
媒介角色的所有权的集中在网络
上也不存在。
7、噪音被定义为任何干扰讯息
传送的东西，少许噪音可能不被
注意地通过，但过多的噪音就可
能阻止讯息到达它的目的地，至
少存在着三种不同的噪音：语义
的、机械的、以及环境的。

8、 反馈代表的是一种反向流动，
原来的信源随后变成了接受者；
原来的接受者变成了新的信源。
Mass communication



Mass communication refers to the
process by which a complex
organization with the aid of one or
more machines produces and
transmits.
The dividing line between machineassisted interpersonal
communication and mass
communication is not a distinct one.
The line is even less distinct when
the internet and the world wide web
are considered.


Take an e-mail message ,for
example. it can be addressed to one
person, much like machine-assisted
interpersonal communication, or take
the case of a chat room where one
person might be communicating with
dozens of others.
Until the advent of the internet and
the web ,the source in the traditional
mass communication situation was
typically a group of individuals who
acted in predetermined roles in an
organizational setting.


In other words ,mass
communication was the end
product of more than one’s
efforts. for example, think about
how a newspaper is put together.
As discussed in more detail
below ,the advent of the
internet-based mass
communication changes this
situation .Thanks to the world
wide web ,one person can



The full implication of this
change may take some time to
become clear.
For both traditional and mass
communication ,the source
usually has little detailed
information about its particular
audience.
Encoding in mass
communication is always a

Mass communication channels
are characterized by the
imposition of at least one ,and
usually more than one ,machine
in the process of sending the
message. these machines
translate from one channel to
another. television makes use of
complicated devices that
transform light energy into



Unlike the interpersonal
communication ,in which many
channels are available ,mass
communication is usually restricted
to one or two.
Message in mass communication
are public. any who can afford the
cost of a newspaper or a CD player
or a TV can receive the
message .Additionally ,the same
message is sent to all receivers. in a
sense ,mass communication
Is addressed to “whom it may
concern” .Of all the various
settings ,message termination is


The TV set goes dark at he flick
of a switch ,an audience timer
can turn off the radio ,the
newspaper is quickly put
aside .there is little the source
can do prevent these sudden
termination, other than bullying
the audience .
Mass communication typically
involves multiple decoding
before the message is received.

One the prime distinguishing
characteristics of mass
communication is the audience. the
mass communication audience is a
large one, sometimes numbering in
the millions of people. the audience
is also heterogeneous ;that is ,it is
made up of dissimilar groups who
may differ in
age ,intelligence ,political
beliefs ,ethnic backgrounds ,and so
on. even in situation where the mass

Third ,the audience is spread
out over a wide geographic area,
source and receiver are not in
each other’s immediate physical
presence. the large size of the
audience and its geographic
separation both contribute to a
fourth distinguishing factor. the
audience members are
anonymous to one another. the
person watching the “CBS
evening News “is unaware of

Others in the audience. lastly ,
in keeping with the idea of a
public message ,the audience in
mass communication is selfdefined. the receiver chooses
which film to see ,which paper to
read ,which website to visit ,and
which program to watch. if the
receiver chooses not to attend
to the message, the message is

Consequently ,the various mass
communication sources spend a great deal
of time and effort to get your attention so
that you will include yourself in the
audience. feedback is another area there
are differences between interpersonal and
mass communication .the message flow in
mass communication is typically one way
from source to receiver, and feedback is
more than in the interpersonal setting. the
growing popularity of the internet and the
world wide web has made feedback
somewhat easier, but there are still
situations where sending feedback to the
source takes.

A great deal of the
effort .suppose ,for example ,you
were offended by the content of a TV
program, you might call the station
immediately. if you got through ,you
would probably be referred to the
network（along distance call for
most) alternatively you could search
for the network's website and find a
place to post your comments. In any
case you would not be sure how long
it would take for your message to be
read ,and you would never know if it


-scale feedback gathered by
media companies is even more
delayed since it is typically
gathered by an outside
organization.
Finally ,the noise in the mass
communication setting can be
semantic ,environmental ,or
mechanical.
Nature of the mass communicator

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

1.mass communication is
produced by complex and
formal organization.
2.mass communication
organizations have multiple
gatekeepers.
3.mass communication
organizations need a deal of
money to produce.
4.mass communication




To make a profit .
5. mass communication
organizations are highly
competitive.
Formal organizations
Publishing a news paper or
opereating a TV station
requires control of
money ,management of
personnel ,coordination of

Application of
authority .accomplishing all
these tasks requires a welldefined organizational structure
characterized by
specialization ,division of
labor ,and focused areas of
responsibility.
consequently ,traditional mass
communication will be the

,decision making will be the
product of a different levels of
management ,and channels of
communication within the
organization will be
formalized ,thus many of the
decisions about what gets
included in a newspaper or be
in a TV program, for instance ,
will be the result of


Decisions will have to be made
by several different individuals
in ascending levels of the
bureaucracy and communication
will fellow predetermined and
predictable patters within the
organization. the result in end
products that seldom resemble
the original
Idea of the creator.

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
Gatekeepers
Obviously ,gatekeepers abound in
mass communications, the more the
organizations the more gatekeepers
will be found .
Operating expense
Once the organization is in
operation ,expenses are also sizable.
Media economics have contributed
to another trend that made itself
evident at the end of
decade ,consolidation of

That have strong financial
resources are the likeliest to
survive high operaing expense
and are better able to compete
in the marketplace .
Consequently ,by 2000 a
number of global media giants
had emerged to dominate the
field .


Competing for profits
Since the audience is the
source of profit ,mass
communication compete with
one another as they attempt to
attract the audience. this should
come as no surprise to anyone
who has ever watched television
or passed a magazine stand.
Mass media symbiosis

In biology ,symbiosis is defined as
the association of two organizations
for mutual benefit .in mass
media ,the television and film
industries demonstrate what we
might call a form of symbiosis. the
same companies produce works for
both media ,films that originally
played in the theaters find their way
to television in the videocassettes,
over cable ,and over network and
local stations.

The sound recording and radio
industries demonstrate another
symbiotic relationship .most radio
stations depend on recording to fill
their airtime ,most records need
airplay to sell. MTV demonstrates a
three-way symbiosis : record
companies use it as a promotional
tool; MTV uses video supplied by the
record companies as a programming
source ,and radio stations use MTV
as a sounding board for new

Some intermedia relationships
have crossed traditional
boundaries. many local
newspapers also operate a local
cable TV channel .TV
networks ,movie companies,
and publishers operate websites
that promote their products.
newspapers use reporters and
stories gathered for their print
disintermediation

This rather ungraceful, tongue –
twisting word refers to the
process whereby access to
product or a service is given
directly to the consumer , thus
eliminating the intermediary ,or
“middleman” ,who might
typically supply the product or
service. the internet and the
world wide web have created a
ubiquitous and easily accessible
network where buyers and

Direct contact. the internet has
already provided several examples
of disintermediation. travels bypass
travel agents and book airline tickets
directly online ,traders bypass
brokers and purchase stocks directly
online ,consumers bypass
salespeople and buy insurance
online (some business have more
fear to from disintermediation than
others.) it is unlikely that consumers
will bypass restaurant because of


Disintermediation is of obvious
concern to mass media
organizations .those media that can
easily be distributed over the internet
are the first to feel its effects.
Other mass communication
organizations ,even though they may
not have the immediate fears of the
recording and publishing
industries ,will also have to face the
implications of this phenomenon. for
example ,audience members can
listen to radio on the web ,local

Download current full –length
films onto DVDs ,will motion
picture theatres become
obsolete?
Final exam



1. Terminology explaination.(20)
2. Simple answer (40)
3.demonstration(60)
And in 1979, the connections among
our people were limited. Today, we
see the curiosity of those ping-pong
players manifested in the ties that are
being forged across many sectors. The
second highest number of foreign
students in the United States come
from China, and we've seen a 50
percent increase in the study of
Chinese among our own students.
There are nearly 200 "friendship
cities" drawing our communities

It is no coincidence that the relationship
between our countries has accompanied a
period of positive change. China has lifted
hundreds of millions of people out of poverty
-- an accomplishment unparalleled in human
history -- while playing a larger role in global
events. And the United States has seen our
economy grow along with the standard of
living enjoyed by our people, while bringing
the Cold War to a successful conclusion.

There is a Chinese proverb: "Consider the
past, and you shall know the future." Surely,
we have known setbacks and challenges
over the last 30 years. Our relationship has
not been without disagreement and difficulty.
But the notion that we must be adversaries
is not predestined -- not when we consider
the past. Indeed, because of our cooperation,
both the United States and China are more
prosperous and more secure. We have seen
what is possible when we build upon our
mutual interests, and engage on the basis of
mutual respect.

And yet the success of that
engagement
depends
upon
understanding -- on sustaining an
open dialogue, and learning about one
another and from one another. For
just as that American table tennis
player pointed out -- we share much in
common as human beings, but our
countries are different in certain ways.

I
believe that each country must
chart its own course. China is an
ancient nation, with a deeply
rooted culture. The United States,
by comparison, is a young nation,
whose culture is determined by
the many different immigrants
who have come to our shores,
and by the founding documents
that guide our democracy.
Those documents put forward a
simple vision of human affairs, and
they enshrine several core principles -that all men and women are created
equal,
and
possess
certain
fundamental rights; that government
should reflect the will of the people
and respond to their wishes; that
commerce
should
be
open,
information freely accessible; and that
laws, and not simply men, should
guarantee the administration of

Of course, the story of our nation is not
without its difficult chapters. In many ways - over many years -- we have struggled to
advance the promise of these principles to
all of our people, and to forge a more perfect
union. We fought a very painful civil war, and
freed a portion of our population from
slavery. It took time for women to be
extended the right to vote, workers to win
the right to organize, and for immigrants
from different corners of the globe to be fully
embraced. Even after they were freed,
African Americans persevered through
conditions that were separate and not equal,


That is why Lincoln could stand up in the
midst of civil war and declare it a struggle to
see whether any nation, conceived in liberty,
and "dedicated to the proposition that all
men are created equal" could long endure.
That is why Dr. Martin Luther King could
stand on the steps of the Lincoln Memorial
and ask that our nation live out the true
meaning of its creed. That's why immigrants
from China to Kenya could find a home on
our shores; why opportunity is available to
all who would work for it; and why someone
like me, who less than 50 years ago would
have had trouble voting in some parts of

And that is why America will always
speak out for these core principles
around the world. We do not seek to
impose any system of government on
any other nation, but we also don't
believe that the principles that we
stand for are unique to our nation.
These freedoms of expression and
worship -- of access to information and
political participation -- we believe are
universal rights. They should be
available to all people, including ethnic

whether they are in the United
States, China, or any nation.
Indeed, it is that respect for
universal rights that guides
America's openness to other
countries; our respect for
different cultures; our
commitment to international law;
and our faith in the future.

These are all things that you should
know about America. I also know that
we have much to learn about China.
Looking around at this magnificent city
-- and looking around this room -- I do
believe that our nations hold something
important in common, and that is a
belief in the future. Neither the United
States nor China is content to rest on
our achievements. For while China is
an ancient nation, you are also clearly
looking ahead with confidence,
ambition, and a commitment to see

In addition to your growing economy, we
admire China's extraordinary commitment to
science and research -- a commitment borne
out in everything from the infrastructure you
build to the technology you use. China is now
the world's largest Internet user -- which is
why we were so pleased to include the
Internet as a part of today's event. This
country now has the world's largest mobile
phone network, and it is investing in the new
forms of energy that can both sustain growth
and combat climate change -- and I'm looking
forward to deepening the partnership
between the United States and China in this
critical area tomorrow. But above all, I see
China's future in you -- young people whose
talent and dedication and dreams will do so
much to help shape the 21st century.

I've said many times that I believe that our
world is now fundamentally interconnected.
The jobs we do, the prosperity we build, the
environment we protect, the security that we
seek -- all of these things are shared. And
given that interconnection, power in the 21st
century is no longer a zero-sum game; one
country's success need not come at the
expense of another. And that is why the
United States insists we do not seek to
contain China's rise. On the contrary, we
welcome China as a strong and prosperous
and successful member of the community of
nations -- a China that draws on the rights,
strengths, and creativity of individual
Chinese like you.

To return to the proverb -- consider
the past. We know that more is to be
gained when great powers cooperate
than when they collide. That is a
lesson that human beings have
learned time and again, and that is the
example of the history between our
nations. And I believe strongly that
cooperation must go beyond our
government. It must be rooted in our
people -- in the studies we share, the
business that we do, the knowledge
that we gain, and even in the sports
that we play. And these bridges must
be built by young men and women just
That's why I'm pleased to announce that
the United States will dramatically expand
the number of our students who study in
China to 100,000. And these exchanges mark
a clear commitment to build ties among our
people, as surely as you will help determine
the destiny of the 21st century. And I'm
absolutely confident that America has no
better ambassadors to offer than our young
people. For they, just like you, are filled with
talent and energy and optimism about the
history that is yet to be written.

So let this be the next step in the steady
pursuit of cooperation that will serve our
nations, and the world. And if there's one
thing that we can take from today's dialogue,
I hope that it is a commitment to continue
this dialogue going forward.
 So thank you very much. And I look
forward now to taking some questions from
all of you. Thank you very much. (Applause)
