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Gerhard Maletzke applied the SMCR model to mass communication in his 1978 book The Psychology of Mass Communication. He sees communication as a form of persuasion. He discusses factors influencing the behavior of the communicators and the outcome of the communication, like the image source and receiver have of each other.
Audience reception theory can be traced back to work done by British Sociologist Stuart Hall and his communication model first revealed in an essay titled "Encoding/Decoding." [2] Hall proposed a new model of mass communication which highlighted the importance of active interpretation within relevant codes. [3]
The cultural theorist Stuart Hall was one of the main proponents of reception theory, first developed in his 1973 essay 'Encoding and Decoding in the Television Discourse'. His approach, called the encoding/decoding model of communication, is a form of textual analysis that focuses on the scope of "negotiation" and "opposition" by the audience ...
Mass communication began when humans could transmit messages from a single source to multiple receivers. Mass communication has moved from theories including the hypodermic needle model (or magic bullet theory) to more modern theories such as computer-mediated communication. [citation needed]
Some models are general in the sense that they aim to describe all forms of communication. Others are specialized: they only apply to specific fields or areas. For example, models of mass communication are specialized models that do not aim to give a universal account of communication. [21] Another contrast is between linear and non-linear models.
Understanding mass audience behavior has been a concern of media owners and advertisers since the dawn of mass media. By the early twentieth century, broadcasters were using programming strategies to better manage audiences. By mid-century, economists introduced theoretical models of program choice (see above). [18]
Active Audience Theory is particularly associated with mass-media usage and is a branch of Stuart Hall's Encoding and Decoding Model. Stuart Hall. Stuart Hall said that audiences were active and not passive when looking at people who were trying to make sense of media messages. Active is when an audience is engaging, interpreting, and ...
The encoding/decoding model of communication emerged in rough and general form in 1948 in Claude E. Shannon's "A Mathematical Theory of Communication," where it was part of a technical schema for designating the technological encoding of signals.