In this week session we had a discussion on the method of communication or how messages travel.
The Shannon Weaver model
This diagram by Shanna Weaver shows you how a message is transcend, transmitted, then received at its desired destination. This method is used in everyday communication.
Messages that are sent face to face are through the following method:
Human = (source) sends the information through their; Mouth = Transmit to the channel, decoding noise to the ears = Destination. The message has then been received then interpreted preferable. Both sender and receiver are important parts of the process of creation and meaning.
We, then continued with an interesting discussion about the way media affects the audience. From the beginning of time, people have blamed different types of media for corrupting them (started with the “attack” on novels and continued with the radio and TV).
The question asked was:
Can you control what the media provides?
Do we actually control the way media influences us? It turns out that we can’t. We do not have complete freedom, even if we like to believe that sometimes. It does have an impact on us, trying to change our behaviour, or the way we think.
e.g. – music videos- it can influence our mood or our way of dressing – music in shops or taxies (we can’t control what we listen – it can stimulate us on buying more or relax us)
An example of freedom of choice:
-TV where you can choose what you want to watch aside from an ad for instant, you have no control over it as it can pop up anytime… -Radio you also can have control as if you don’t like, you can easily change the station.
People try, all the time to understand the meaning of a message they receive but, if Jacques Derrida is right, then it seems that every time a message is transmitted a new meaning is created. (e.g. Every time we read a book, we generate our own new meaning).
Hypodermic needle model
This theory suggests that the consumers are strongly affected by media and have and have no say in how the media influences them. The phrasing hypodermic needle is meant to give an mental image of the direct,strategic and planned infusion of a message into an individual,the emotive imagery that suggests that media messages are injected straight into a passive audience which is immediately ifluenced by the message. This view was expressed that the media is a dangerous means of communicating an idea beacuse the reciever of the audience is powerless to resist the impact of the message.There is no escape of the message in this model. This idea of the hypodermic needle/magic bullets were firstly seen in the mass media in the 1940′s/1950′s and were percieved as a powerful influence in behaviour change. The public can not escape form the media influences and therefore are considered as ‘sitting ducks’ (Croteau Hoynes 1997) .
We also shared our research with the other groups, where we found out more on demographic classification as in our group we were a bit confused, under what category should we put students as most of them still depend on their parents.
D1 I hate Big Brother! Do you? – reality TV show… only mention that people rate the show less because it’s changed from being an experiment to entertainment.
D2 (us) did a research on Starbucks. It appears that the majority of people do not hate it, and that those who do, actually do it because of the high prices and the “not so special” taste of the coffee.
D3 was on: do you like reading gossip magazine… (Not 100% sure) they mention that the majority of women did not like reading the magazine because they don’t like the way in which the media portray women- as fake.
D4 research was on Justin Bieber . They mentioned that the majority of people who answered their survey did not like him because he is a superficial pop star and the contents of his music is too mature for his age.
The task for next week is:
The individual task: Pick an item from your Cabinet of Curiosities and say how it can influence the mind of the vulnerable audience and how does that affects them.
Group task: Meet up and compare the ideas on each one’s individual blogs- what ideas come individually and what do we have in common. We need to produce a short debate and summarize it for next week’s seminar.