New PDF release: Case Studies and Projects in Communication

By Neil Mcke *Nfa*

ISBN-10: 0203978137

ISBN-13: 9780203978139

ISBN-10: 0415040361

ISBN-13: 9780415040365

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In a conversation between two people, if X gives information to Y and Y receives some of it but is unclear about some aspect of it, then Y asks X a question to clarify the area that is unclear. This is feedback, since the knowledge that Y has not understood part of the message assists X in formulating all or part AN INTRODUCTION TO CASE STUDIES 25 Figure 4 Figure 5 Figure 6 of the message. This process can be diagrammatically represented as in figures 4 and 5. (a) X selects objects on which to base his message from the infinite number available to him: (b) X sends a message about the selected objects and events to Y and Y produces feedback to X: In fact most interpersonal communication is very much more complicated than this example indicates.

P. 170) MacShane (1979), introducing the ways in which it is possible for members of the public to check and complain about any abuses of such power by ‘gatekeepers’, comments that ‘journalists should be under constant pressure to be fair’. Gerbner’s model makes useful reference to the process of selection which takes place in the conveying of a message. This process is also evident in the practices of the mass media, which finally consist, after all, of numerous individuals aggregating selections for the production of a piece of communication for a mass audience.

Such messages, such communication events, take place within a shared common culture. Though more complex than Shannon and Weaver’s, Gerbner’s model remains fundamentally linear in its approach, rather than circular. But it differs from Shannon and Weaver’s model in that it makes a connection between the ‘message’ itself and the real-world event that the message is about. Figure 7 CASE STUDIES: BEYOND SKILLS 35 Note (i) The movement in this diagram is from top left to bottom right. (ii) Horizontal movement represents the perceptual dimension.

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Case Studies and Projects in Communication by Neil Mcke *Nfa*


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