Introduction to Mass

Communication

Lecture 04
Mr. Shaukat Ali
Recap
 Printing
 1041
- Block Printing ------- China

 1440s
- Printing Press ------- Germany
- Johannes Gottenberg
 Origin of Newspapers
 1605/ 1621
- The Corante, London.

 1631
- The Gazette, France

 1690
- Public Occurrences, Boston, USA.
Radio – a radical change in
mass communication
1922 – Broadcast Advertising
TV Broadcast
 Elements of Communication

 Message
 Sender
 Receiver
 Channel/ Medium
 Context
 Feedback
1947 – Shannon-Weaver
Model of Communication
1947 – Shannon-Weaver Model
of Communication
1949 – Shannon-Weaver Model of
Communication

Feedback
 Noise
 PhysicalBarrier
 Psychological Barrier
 Semantic Barrier
1954 – Schramm-Osgood
Model of Communication
 Mass Communication
Terminologies
 Apartheid – to discriminate on racial
grounds.

 Art Theatre – a place where an artistic

work is shown to the public.
1948 – Lasswell Formula
 Lasswell Formula (1948)

Who? Says What? In What To Whom? With what

Channel? Effect?

Communicator Message Channel Receiver Effect

Control Content Medium Audience Effects

Research Research Research Research Research
 Lasswell Formula (1948)

 Who?-------------------- Sender/
Communicator
 Says what?------------------ Message
 In what channel? ------------- Channel
 To whom? -------------- Receiver
 With what effect? ------------ Effect