What Is Mass Communication?
For Questions 1 and 2, read Chapters 1 and 2 in the Course Text, The Dynamics of Mass Communication: Media in Transition.
1. Define "mass communication" in 25-50 words. You should use your own words to summarize what you have read. Your definition should include two of the distinguishing characteristics of mass communication, as show in Table 1-1 in Chapter 1 of your text (e.g., receiver, feedback, noise).
For Instructor Use Only
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Question #1 Rubric
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Points
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Did the student define "mass communication" in his or her own words? _____/5 points
Did the student have a description that included two distinguishing characteristics of mass communication? _____/5 points
Was the student's description 25-50 words and in complete sentences? _____/2 points
Instructor Comments:
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12 Points
_____/12
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2. Describe how mass communication is different from interpersonal and machine- assisted communication. Use at least one term from your course text.
For Instructor Use Only
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Question #2 Rubric
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Points
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Did the student describe how mass communication is different from interpersonal communication? _____/ 5 points
Did the student describe how mass communication is different from machine-assisted communication? _____/5 points
Did the student use at least one term from the course text? ____ /2 points
Instructor Comments:
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12 Points
_____/12
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3. Watch the video "Processes of Choosing the Message and the Media," with Pauline Harris. Identify two machine-assisted strategies that she uses to build the visibility of her clients. Explain why these strategies are significant in mass media. Apply one term from the text.
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Question #3 Rubric
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Points
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Did the student identify two machine-assisted strategies that Pauline Harris used in her marketing firm? _____/5 points
Did the student explain the significance of two machine-assisted strategies that Pauline Harris used? _____/5 points
Did the student apply one term from the text? _____/2 points
Instructor Comments:
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12 Points
_____/12
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For Questions 4 through 6, read Chapter 3 in the Course Text, The Dynamics of Mass Communication: Media in Transition. Then, complete the chart below by providing a one-sentence answer that highlights the varying modes of communication. As you complete the chart, you will distinguish between the similarities and differences of communicating between traditional and mass modes of communication. Remember to include the bolded key terms in your short answer response.
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No.
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Traditional Communication
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Mass Communication
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Examples
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EXAMPLE:
Define the source of the message in traditional communication
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EXAMPLE:
Define the source of the message in mass media forms of communication.
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EXAMPLE ANSWER:
The speaker is the source as they initiate conversation with another person in a face-to-face setting.
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EXAMPLE ANSWER:
The source of the message in mass media can be an individual who uses the Internet. This individual can be the initiator when communicating to a broad audience. According to Dominick (2006). one individual can send a message to thousands (pg. 24).
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4
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Provide a definition of the encoding process in a traditional setting.
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Explain one way that the encoding process in mass communication is distinct from traditional forms of communication.
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Answer:
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Answer:
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5
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Who is the receiver in a traditional communication setting? The receiver can communicate in the following manner: face-to-face, telephone, Internet, cell phone, etc. Select two channels of communication that an individual may use in a traditional setting. For each medium, illustrate how the receiver gathers information by referencing an idea from the text.
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Receivers can be those who gather news from the Internet, radio, mobile devices, apps, newspapers, etc. Select two mediums of mass media and describe them in two to three sentences. For each medium illustrate how the receiver gathers information by referencing an idea from the text (pg.11-25).
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Medium One:
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Medium One:
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Medium Two:
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Medium Two:
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6
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Define the term feedback in traditional forms of communication.
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Define the term feedback in mass media forms of communication.
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Answer:
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Answer:
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Questions #4-6 Rubric
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Points
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Did the student distinguish how the "encode" process in communication differs between traditional and mass media? ____/ 2 points
Did the student select two channels of communication to describe how the receiver can communicate through traditional modes of communication? ____/ 3 points
Did the student select two channels of communication to describe how the receiver can communicate through modes of mass media? ____/ 3 points
Did the student distinguish the modes of feedback given in both traditional and mass media forms of communication? ___/ 2 points
Did the student apply one aspect of text in his/her response for both forms of communication? ___/2 points
Instructor Comments:
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12 Points
_____ / 12
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Short Answer
7. Write a paragraph or two in which you summarize how well different models explain different aspects of communication in different media. Incorporate three of the bolded terms from Questions 4-6 as part of your answer (i.e., source, encoding, channels, mediums, or feedback).
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Question #7 Rubric
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Points
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Did the student summarize how well different models explain different aspects of communication in different media ?_____/ 7 points
Instructor Comments:
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12 Points
_____/12
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Worksheet Total Points
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60 points
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_____/60
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