Communication 3 - بالصوت المحاضرة الثالثة للدكتور محمد مهنا

Communication 3 

المحاضرة الثالثة

دكتور محمد مهنا

المحاضرة الثالثة 

إن شاء الله هيكون معانا المحاضرة القادمة قاموس بالمصطلحات الإعلامية واللي قال عليها الدكتور محمد وإليكم المحاضرة كاملة بالصوت فقط
استمتع للمحاضرة

لتحميل المحاضرة وورد أضغط هنا

طالع جميع محاضرات المادة بالضغط هنا

طالع جدول الامتحانات بالضغط هنا

طالع محاضرة × صورة ذهنية للمادة إعداد أحمد هيكل بالضغط هنا

Ingredients of the S.R. Relationship:  مهمة جدا

1- Presentation of a Stimulus.  عرض الإثارة حدوث المنبه

2- Perception of a Stimulus.إدراك المنبه

3- Interpretation of the Stimulus.تفسير المنبه

4- Trial response of the Stimulus.إدراك التأثيرت التي تحدث نتيجة هذا المؤثر

5- Perception of the consequences. إعادة تفسير هذه النتائج 

6- Re-interpretation of the consequences. تطوير العلاقة بين الاستجابة والمؤثر 

One-Step Flow Model :

This model(45) states that the mass media channels

communicate directly with the mass audience, without letting

the message pass through opinion leaders. The one-step model

recognizes the following:-

1- The media is not all-powerful.

2- Differing impact of the mass media message according to the selectivity factors.

3- Differing effects occur for various members of the receiving audience.

There is always a concern about the possible powerful influence of mass communication upon the attitude and opinions of human beings . Sometimes the message receivers react collectively ( e.g. panic) . That kind of reaction is due to the contagion effect ( imitation) of the mass media .

1-The Bullet Theory / the Hypodermic Needle Model :

This theory assumes that mass media have direct , immediate and powerful effects on the audience to the extent that they can shape public opinion .

This is based on a psychological theory ( the S-R.Mechanistic Theory) .

According to this theory , the media send message to atomized masses, who are waiting to receive them . Intervening factors have no place in this theory . So, the model pictures mass media as a hypodermic needle injecting a passive audience with a uniform serum .

However, some studies found out that face to face contact is more powerful than mass media in forming political opinions.

2- The Two - Step Flow Model :

According to this model , ideas flow from radio or print to opinion leaders, and from these to the less active section of the population .

The rationale is that each individual is a member of many groups, formal and informal . He is affected by them . Opinion leaders influence others in decision making and opinion formation .

However, there are six limitations to this model (e.g there are channels of information other than the media ) . There are two types of opinion leaders : local and cosmopolitan .

3- The One - Step Flow Model :

According to this model, the mass media channels communicate directly with the mass audience , without letting the message pass through opinion leaders .

That is related to the saliency of the message (high, medium or low) .

4- The Multi - Step Flow Model :

There are a number of steps in the communication flow from the source to the receiver . The exact number of steps depends on the source’s intent , the availability of the medium used, the extent of the exposure of the audience , the nature of the message and the salience of the message to the audience

Today most communication research is focussed on this model .

بكم نكتمل

المشاركة أفضل طرق التعلم

مع تحيات فريق عمل مدونة مستر إعلام