Introduction to Mass

Communication

Lecture 06
Mr. Shaukat Ali
Recap
1947 – Shannon-Weaver Model of
Communication
 Schramm-Osgood’s Interactive
Model, 1954

 New Elements:

- Field of experience
- Context
 Schramm-Osgood’s Interactive
Model, 1954
 Entropy – the measure of uncertainty in a
system. Uncertainty or entropy increases in
exact proportion to the number of messages
from which the source has to choose.

 Redundancy - the degree to which

information is not unique in the system.
Those items in a message that add no new
information are redundant.
 Schramm-Osgood’s Interactive
Model, 1954

 Noise - the measure of information not

related to the message.

 Channel Capacity – the measure of

maximum amount of information a channel
can carry.
 Types of Communication

 Intra personal communication

 Inter personal communication
- Group communication
- Organizational communication
- Mass communication
 Forms of Communication

 Verbal Communication
 Non-verbal Communication
 Mass Communication
Terminologies

 Black list - to deny someone, an

individual or a company or an
organization, work in a particular field, or
to ostracize them from a certain social
circle.