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1、Chapter11.“Welookatthepresentthrougharear-viewmirror.Wemarchbackwardsintothefuture.”ItissaidbyMarshallMcLuhan.2.RobertCathcartandGaryGumpert,twomediaresearchers,havecalledthephenomenonofseeingthepresentintermsofthepasta“mediagenerationgap.”3.DefinitionofCommun
2、icationCommunicationisthetransmissionofinformationwiththeintentionofinfluencinganaudience.Itisasymbolic,purposive,two-wayprocesswhichishighlycontextualized.4.CharacteristicsofCommunicationCommunicationIsaProcessCommunicationIsSymbolicCommunicationIsContextualC
3、ommunicationIsPurposiveCommunicationIsTwoWay5.ModelsofCommunication(1)Aristotle’sModeloneofourearliestmodelsinhisRhetoric.InRhetoric,Aristotleprovideduswithabasicideaofwhatvariableswouldhavetobeconsideredinacommunicationevent:speaker,message,audience,andform(
4、fig.1.1).(2)Berlo’sModelInTheProcessofCommunication,DavidBerloprovidedoneofthesimplestandmostusefulcontemporarymodelsofcommunication.Berlo’ssource-message-channel-receivermodel,commonlyreferredtoastheSMCRmodel,hassixbasicconstituents:1.Thesource2.Theencoder3.T
5、hemessage4.Thechannel5.Thedecoder6.ThereceiverInorderforustocommunicatewitheachother,wehavetotranslateourthoughtsintosymbols(encodethem)inordertotransmitmessages.Inourcontemporaryworld,wehavetorelyontechnologytoencodeanddecodeourmessages.Berlo’smodelislinear,a
6、ndthereforelimited.(3)ShannonandWeaver’sModelSignalDestinationReceiverInformationSourceTransmitterMessageMessageNoiseSourceReceivedSignalShannonandWeaver’scommunicationmodel(fig.1.2)introducestheconceptsofnoise,entropy,redundancy,bit,feedback,andchannelcapacit
7、y.Noiseisanythinginthechannel(ormedium)thatinterfereswiththemessage.AseriouslimitationoftheShannonandWeavermodelisthatitdoesnottakemeaningintoaccount.(4)Lasswell’sModelIn1948,politicalscientistHaroldLasswellcameupwithwhathassincebeencalledtheLasswellformulaasa
8、modelforexplainingcommunication.Heconcludedthatausefulwaytodescribecommunicationwastoaskthefollowingaboutit:WhoSaysWhatInWhichChannelToWhomWithWhatEffect?9Lasswell’sverbalmodelishe
