CHAPTER 1

What is Communication ? 

= Communication is the transmission of message from a source to a receiver.

Harold Laswell (1948)
Communication is a process that answers the following.

Who says -                           SENDER
Says what -                          MESSAGE
Through which medium - CHANNEL
To Whom -                           RECEIVER
With what Effect -              EFFECT 

Willbur Schramn
Using ideas originally developed by a Psychologist charles E. Osgood
a graphics way to represent the reciprocal nature of communication.

INTERPERSONAL COMMUNICATION 
Communication between two or few people - Shows that there's NO CLEARLY IDENTIFICATION SOURCE OR RECEIVER.

- Rather because communication is an ongoing and reciprocal process; all the participant, or interprets are working to create meaning by ENCODING and DECODING.

NOISE 
- Anything that interfere with successful communication.

MEDIUM
- Encoded messages are carried by a medium that is the means of sending message. MEDIA is a plural of MEDIUM.

MASS COMMUNICATION 
Is the process of creating shared meaning between the mass media and their audience. 

INFERENTIAL MODEL
In Schram's mass communication model, feedback is represented by a dotted line (book illustration) labeled delayed "Inferential Feedback"

JAMES W. CAREY
*  Cultural definition of communication has had a profound impact on the way communication scientists and others have viewed the relationship between communication and culture. 

*  Communication is a symbolic process whereby reality is produced, maintained repaired and transformed. 

What is Culture?
Is learned behavior of members of a given group.

LIMITING AND LIBERATING EFFECT OF CULTURE
(haris, 1983. p.s) - Culture's learned traditions and values can be seen as patterned, repetitive ways of thinking, feeling and acting.

Culture limits our options and provides useful guidelines for behavior.

Culture provides information that helps us make meaningful distinction about right and wrong, appropriate, good and bad and so on.

Two types of culture

1. DOMINANT CULTURE (MAINSTREAM CULTURE)
- The one that seems to hold sway with the majority of people is often openly challenged, 

2. BOUNDED CULTURE (CO-CULTURES)
- With this large, national culture however, there are smaller bounded culture.

CULTURE is the world made of meaningful; it is socially constructed and maintained through communication. It limits as well as liberates us; it differentiates as well as unites us. It defines our realities and thereby shapes the way we think, feel and act. 

ROSALDO, 1989. P,26 (BOOK) - 
- Culture tends significance to human experience by selecting from and organizing it refers broadly to the forms through which people make sense of their lines, rather than more narrowly to the opera or art of museums.

HALL, 1976 P.14 (BOOK)
- Culture is the medium evolved by humans to survive nothing is free from cultural influences. It is the keystone in civilizations arch and is the medium through which all life's events must flow. We are culture.  

Culture is an historically transmitted pattern of meanings embedded is symbolic forms  of which communicate, perpetuate, and develop their knowledge about and attitudes toward life. (Geerts as cited in Taylor 1991. p.19)

FUNCTIONS AND EFFECTS OF CULTURE 
- Culture serves a purpose - It helps us categorized and classify our experiences; it helps define us, our world and our place. In doing so, culture can have a number of sometimes conflicting effects. 

MASS COMMUNICATION 
Because culture can limit and divide or liberate and unite, it offers us infinite opportunities to use communication for good- If we chose to do so, James Care (1975)

MASS-MEDIA AS  CULTURAL STORYTELLER
A culture values and beliefs reside in the stories it tells.
- it defines differences on people the good and the bad. The people that lives inside and outsides from what we call normal societies as there's no such.

SCOPE AND NATURE OF MASS-MEDIA
-No matter how we chose to view the process of mass-communication it is impossible to deny that an environs portion os our lives is spent interacting with mass-media.  

THE ROLE OF TECHNOLOGY
To some thinkers, it is machines and their development that drive economic and cultural change.
-Refereed to as technological Determinism - Certainly there can be no doubt that movable type contributed to the protestant reformation and decline of the catholic churches power in Europe. 

THE ROLE OF MONEY
Money too alters communications. It shifts the balance of power, it tends to make audiences products rather than consumers. 

MASS COMMUNICATION, CULTURE AND MEDIA LITERACY
Culture and communication are inseparable and mass communication as we've seen is a particularly powerful, persuasive and comply form of communism.

ORAL CULTURE 
ORAL OR PRELITERATE  CULTURES
- Are those no written words.
- Virtually all communications must be face-to-face and this fact helps define the culture, its culture and its operations.

The invention of writing
- Writing, the first communism technology, complicated this simple picture 

                                   DEMOGRAPHIC - PICTURE BASE
For writing to study serve as effective and efficient communication, one more advance was acquired.

                                   ALPHABETS - APPEARED IN EGYPT ( HIEROGLYPHICS) 
Require a huge number of symbols to convey even the simplest idea.

syllable alphabet  - An alphabet employing sequences of vowels and consonants that is words. 

Employed Papyrus - The "Sumerians"  had used clay tablets, but the Egyptians, Greek and Romans eventually employed papyrus.

Parchment Paper - Romans using parchment- a writing material made prepared from an animal skins. 

LITERATE CULTURE 
- But writing literacy-the ability to effectively and efficiently comprehend and use written symbols. Meaning and language became more uniform - The words a "bolt of cloth" had to mean the same to a reader in Mesopotamia as they did to one Sicily.  

COMMUNICATION COULD OCCUR OVER LONG DISTANCES AND LONG PERIOD OF TIME.

With knowledge being transmitted is writing, power shifted from those who could show other their specials talents to those who could write and read about them.

The Gutenberg Revolution 
As it is impossible to overstate the importance of writing, so too is it impossible to overstate the significance of Johannes Gutenberg development of movable metal type. S.H Sceinberg (1959) wrote hundred tears printing. 

The Gutenberg Galaxy
Marshall McLuhan - In it he argued that the advent of print is the key to our modern consciousness. - it allowed mass communication

THE PRINTING PRESS
The Chinese were using wooden block presses as early Google and Had Movable Clay Type by 100 B.C.

THE IMPACT OF PRINT
- Printing press with a limited use in mind, printing bibles, the cultural effects of mass printing have been profound. 

THE INDUSTRIAL REVOLUTION 
18th Century, printing and its libraries of science and mathematics had become one of the engines driving the industrial revolution.
- Print was responsible for building and disseminating bodies of knowledge, leading to scientific and technological development and the refinement of new machines.  

MEDIA LITERACY 
Television influences our culture an innumerable ways. One of its effects, according to many people in our society. Media-Literacy - is a skill taken for granted, but like all skills it can improved.

- Mass - Media are in creating and maintaining the culture that helps define us and our lives, it is a skill that must be improved.

REFLECTION : 

Communication is a process that enables people's ability to transmit idea to other individual. Hence, communication is the reason why there are many things that have been invented and preserved by which we still used 'till today. Just some of it : the money and technology. With communication it help people to recreate their world in many aspect as it can help us to distinguish the pattern of life (experiences and values).

With the communication, Culture evolved in the sense that we can understand others doing.