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Shvoong Home>Social Sciences>Communication & Media Studies>Characteristics and Model of Mass Communication Summary

Characteristics and Model of Mass Communication

Book Summary   by:Giel89     Original Authors: Drs . Onong Uchjana Effendy ; M.A.
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This abstract was translated from Karakteristik dan Model komunikasi Massa
 
Some characteristics of mass communication:

1. Mass Communication is general: Communication Messages conveyed through the mass media is open to everyone. Objects that are printed, film, radio, and television when used for personal purposes in the scope of a closed organization, not to say mass communication.
2. Communication is heterogeneous: A cross between the number of communicants mass communications major with openness in obtaining communication messages, once close relationship with nature heterogin komunikan.Komunikan mass communication are a number of people who are united by a similar interest who have the same shape and behavior open to the activation of the same goals.
3. Potential simultaneity: The meaning of simultaneity is simultaneity in contact with a large number of residents within a short distance away from the communicator, and residents are separated from each other.
4. Communicator-communicant relationship is Non-Personal: In mass communication, the relationship between communicator with communicant is non-personal, because the anonymous communicant achieved by people who are known only in its role as a communicator of a general nature.

Mass Communication Model:

Hypodermic needle model:
Literally "hypodermic" means "under the skin." In connection with mass communication, the term "syringe model" contains the basic assumption that media effects are strong, focused, immediate, and direct towards the immediate mass komunikan.Efek and it is directly in line with the notion of "stimulus-response"

Communications two-stage model (two-step flow):
The concept of two-phase comes from Lazarsfeld, berelson, and geudet (1948) is based on research stating, that the ideas often come from radio and newspapers captured by opinion leaders who turn over information, while the second stage is of the opinion leader to his followers, which also includes the deployment of influence.

One-stage model of communication:
Stating that, mass media channels to communicate directly with the mass communicant without passing a message through opinion leaders, but the message did not reach all the communicants and does not cause the same effect on each communicant

Model of Communication many stages (multi-step flow model):
This model combines all the models that have been discussed earlier. Multi-stage model is based on the function of distributing the sequence that occurs in most communication situations.
Published: May 30, 2011   
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