Transcript - SlideBoom
WINTER PUBLIC & MASS Template COMMUNICATION NAMES : BETANIA CHITA EARL DARIEN MARITSKA AYU SANDANI MITHA R. REANIE DEVI WHAT IS PUBLIC & MASS COMMUNICATION? Public & Mass Communication can be contransted with intrapersonal or interpersonal communication Different with the more private and personal forms of communication, public & mass communication refer to the situations in which message are created and disseminated to a relatively LARGE NUMBER of RECEIVERS in a setting that is relatively IMPERSONAL Example : Public comm : public debates,public speaking Mass comm : newspaper, television Public & Mass Communication situations tend to be characteristic by : 1. Audiences : a large number of people are involved in the event so much, so the communicator tends to think of intended receivers in aggregate terms as an audience rather than as individuals. 2. Impersonality : the source often does not know all participants personally and the number of people who involved make it difficult for communicator to send "personalized" message. 3. Planned & Predictable 4. Source Control : the communication process is planned,predictable,and formalized. The physical setting in which the event takes place may be arranged in a particular way and may follow a predetermined agenda. : the source has disproportionate control over determining what messages are created and disseminated. 5. Limited Interactivity : audience members have limited means of reacting to the source on the messages. 6. Source Centrality : the source has easy and direct access to all receivers but receivers may not have the same access to one another. Traditionally, when characterizing "mass" communication situations, one additional condition is present : Mass media are involved. Traditional mass media are radio,television,film. Newer media such as the internet,broadcast e-mail,electronic bulletin boards, and "mass fax" also fit the definition of mass media. The Role Of Public And Mass Communication Public Communications: Definition Public communications denotes communications between persons as equals. It is the receipt and exchange of messages, ideas and opinions. Means of public communications evolved over time with the development of technology and mediums of communications. Likewise, public opinions, policies and ideas evolved as society's attitudes and opinions changed. However, the exchange or transaction of ideas remains constant. People respond and react within public groups, thereby contributing to and shaping public discourse. Mass Communications: Definition Mass communications is the broadcast of an unanswerable voice to a large audience. In contrast to public communications, mass communications does not involve an exchange of ideas, but is, rather, the delivery and receipt of a mass message or messages. The inhabitants of a mass society may dissent or disagree with the mass message transmitted, but there is still uniformity and universality of the message. 4 Function of Mass Communication News and Information Discussion of Opinions Cultural Transmission Entertainment News and Information While websites such as Facebook and Twitter are known as "social networking" platforms, they are also important outlets in disseminating news and factual information to wide audiences. Small businesses can take advantage of this by using the services of television news networks, newspapers and blogs to reach a large audience of interested and engaged readers. Jessica O. Matthews and Julia Silverman started their portable generator company from a dorm room. They were featured on CNN Money's entrepreneurs blog and have been able to increase website traffic and marketing inquiries significantly. Small businesses can also release "breaking" news stories directly to their fans through status updates, photo posts and messages. This function of mass communication is important in developing a sense of community for your business. Customers feel connected and informed by using online mass communication tools. Discussion of Opinions Besides providing factual information about a business' products and services, mass communication tools also allow your small business to shape the opinions of consumers. Social media users are able to easily and quickly post their responses regarding their experience with your business. There is a risk attached to this ease of use, as opinions can become marred by a bad experience with your company. Business owners can capitalize on this, however, by getting directly involved in the debate. Mass communication is about combining marketing with know-how; when you share your opinion-oriented business messages or respond to negative feedback, customers are exposed to different viewpoints and keen to consider your products after all. Cultural Transmission Mass communications are also important for a sense of culture and community. People who keep engaged in social networking sites, blogs and online forums are developing relationships in ways that weren't possible even 10 years ago. Small businesses are a driving factor in this cultural transmission. It is now easy to speak to people hundreds of miles away, thus creating a "global" small business. No longer does your client base need to be restricted to a radius near a physical location. Small businesses can connect with, sell to and deliver products and services to people around the world. Businesses that offer intangible services like life coaching, branding and consulting are well-suited to take advantage of this virtual space. Mass communications function to keep diverse communities and businesses virtually connected even when they are physically far apart. Entertainment While social networking is a proving to be an excellent source of business, the entertainment function of these forms of mass communication are arguably just as important. YouTube, Vimeo and Twitter provide a form of relaxation and escapism from an otherwise demanding world. Music videos and TV shows are instantly available to users all across the world and people are able to participate directly within the media by posting their own videos, art and other creative works. All this adds up to the entertainment value of mass communications refusing to be overlooked. Small businesses can take this opportunity to further their essentially free access to marketing. There is no need for your business to have a large advertising budget now, as you can simply and rather inexpensively create and post electronic commercials and virtual billboards that have the potential to reach thousands of potential customers. Functions of Public Communication Public Image Strategy Public relations strategists will work with top executives in the organization to craft an overview of how the company wants to be perceived, and how it is going to project a positive image. This can involve focusing in on exactly the right message, and then deciding on the broad outlines of a campaign to disseminate that message. Outreach Events Public relations professionals often arrange events to raise the profile of the organization or lend its brand and name to a charitable event that represents the philosophy of the company. Think of a corporation sponsoring a Special Olympics event, or a hospital organizing a health outreach day in its town. Media Relations Talking with the media is a core function of public relations departments. Public relations professionals field questions from reporters, arrange for interviews with key individuals in the organization and write press releases to make the media aware of company events or achievements. Functions of Public Communication Social Media One emerging function of public relations is to maximize an organization’s positive use of social media to build its image. Managing a Twitter feed, a Facebook page and a YouTube channel are all vital ways to connect with possible new customers or stakeholders. Monitoring public comment about the organization on the Internet can also give PR professionals early warning of any emerging trends or problems. Handling Emergencies Sometimes a company or organization is struck by a disastrous event that ruins its public image. This might be an oil company that has to deal with a high profile spill, or a food company that has a contamination event. Public relations professionals decide how the organization will repair the damage to its image, communicate how it is dealing with the problem and regain control of its message. Understanding Public Communication Audience Analysis and Adaptation The Speech Developing a Purpose and a Thesis The Presentation Making an Argument Visual Aids Use of Evidence The Speech Preparing for a speech falls into four general categories : 1. Preparing to create the speech. This step involves: - discovering ideas ad evidence - gathering and organizing information - assesing the audiences - analyzing and focusing the topic - developing a thesis - reaching conclusions 2. Drafting the speech 3. Revising 4. Editing Audience Analysis and Adaptation Effective public comm always involved consideration of the audience. The most basic that is necessary to find our about an audience is dhemograpic. Some dhemograpic features that may be important in planning a public presentation include age, gender, rave, ethnicity, religion, sicioeconomc status, educational level, sexual orientation, and gheograpical location. A good speech is adapted to a particular audience to the degree that the speaker would have to change it for another audience. If a speaker can deliver a speech to another audience without making any changes, the speech is not specific enough for the intended audience. The Presentation Preparing the presentation consist of the following four stages: 1. The first and most important activity is preparing the speech, as described. 2. Rehearsal 3. Advanced preparation includes developing flexible presentation strategies (such as changes in the lenght of the presentation or additional gestures) that can be used as necessary to react to feedback from the audience. 4. Other presentation elements such as clothing need to be attanded to before a public comm event. Making an Argument :. There are two general approaches to making an argument Reasoned appeals which produce conviction Emotional appeals which produce belief Making an Argument There are many techniques that are used in efforts to persuade audiences, for example: • using repetition • purposely omitting relevant information • using emotional, connotative language • using emotional appeals such as guilt, fear, love and so on • creating cognitive dissonance by presenting inconsistent ideas • arguing from ethis or the sourche's credibility • appealing to cultural values • using content appeals based on reasoning and evidence Use of Evidence Evidence to support an argument consist of : • A series or reasons • Facts • Details • Examples • References • and Quatations. Developing a Purpose and a Thesis One of the ways in which public communicators clarify the purpose for their speeches is trough the development of a thesis. Thesis is a specific statement of purpose. Effective theses are: 1. Restricted 2. Unified 3. Precise Visual Aids There are four types of visual aids that help public comm convey their message to large audience : 1. The actual object being talk about 2. A model of the object 3. Mediated object 4. Mediated models Visual aids fuction to add interest to a presentation by giving te audience somthing to examine. These are several guidlines for preparing effective visual aids: make them visible make them simple make them complete make them appropriate make them communicative make them relevant Communication Apprehension The normal range of communication apprehension can be controlled by deeral techniques: • attitude • experience • preparation • gesture Rememering that most physiological reaction are not perceived by the audience talking to the audience as individuals, not just a group recognizing that audience members are friendly and what the speaker to succed Understanding Mass Communication Mass communication is extension of public communication. Particulary where traditional mass media are involved, the informative,persuasive, or entertaining messages of public communication efforts can be amplified, multiplied, duplicated, and distributed far beyond the context of a lecture hall of concert with the aid of communication technology. Mass communication is generally a more formalized,planned,and purposeful process than face-to-face communication. Production,Distribution, and Consumption Production = refers to the creation,gathering,packaging, or repackaging of information Distribution = refers to movement of mass comm products from the point of producton to the point consumption. Consumption = refers to uses, impacts, and effects that mass communication can have for a single individual, a relationship, group , organization, or society. Understanding Mass Communication Information Products and Services Information products are collections of messages-textual,viual, or vocal-organized in a particular way for a particular purpose or use by a particular audience, information products include not only news but also entertainment, public relations, and advertising, computerized databases, even museum exhibits or theatrical perfomaces. Information services are activities associated with the preparation, distribution, organization,storage, or retrieval of information. Information services are include news or editorial research, public relation consulting, and electronic information delivery. The Audience The term audience refers to the group of individuals who have the potential for being exposed to and using an information product or service. In the terminology of information or computing science, the audience is the user group. Four Basic Functions of Mass Communication 1. Surveillance Media provide a constant stream of news-related messages which enable audience members to be aware of developments in the environment that may affect them. 2. Correlation Mass media serve to interrelate and interpret information about the events of the day. The correlation function serves to help audience members determine the relevance thar surveillance messages have for them 3. Socialization Party as extension of the surveillance and correlation function mass mediated communication socializes individuals for participation in society. Mass media provide common experiences, foster shared expectations as to appropriate and inappropriate behaviors. Mass mediated communication also plays a central role in the transmission of cultural heritage from generation to generation 4. Entertainment Mass media are pervasive source of mass entertainment and provide the basis for diversion and release for audience members Broader Functions of Mass Communication 1. 2. 3. 4. 5. 6. 7. 8. Packaging and Distribution of Culture Popularizing and Validating Function News and Information Entertainment and Advertising Sports: Heroes and Villains Control and Consequences Commercializing Function Social Contact and Sense of Community The Effects of Public and Mass Communication • The Communicator/Producer Perspective The Communicator/Producer-centered approach sees the source, message, technology, information products and services as controlling influences on audience members. • The Audience/Customer Perspective Consumer approaches emphasize the role audience members play in public and mass communication outcomes. • Uses and Gratifications The foundation of the consumer approach to mass communication theory comes from a tradition called “uses and gratifications” originally advanced by Elihu Katz, Jay Blumler, and Michael Gurevitch. [The uses and gratifications approach]…views members of the audience as actively utilizing media contents, rather than being passively acted upon by the media. Thus, it does not assume a direct relationship between messages and effects, but postulates instead that members of the audience put messages to use, and that such usages act as intervening variables in the process of effect. Integrating Perspectives Communicator-oriented approaches remind us that public and mass communication sources play an important and influential role in our lives through the creation, packaging, commercialization, validation, and distribution of the information that fills our environment. Consumer-Oriented emphasize the significant role of individual needs and uses, attitudes, and beliefs in the dynamics of message reception. Generally, the effects that occur between public and mass communication and consumers are mutually causal or mutually controlling. The influences of public and mass communication result from both: 1.The availability of particular messages and technologies with particular characteristics and capabilities 2.The uses to which audience members attend to, interpret, remember, and use those messages Ethical behavior is so important for public speaker. As speakers, we must always try to present the most accurate information that is available to us. Outright lies and even stretching the truth are not acceptable in a public context.