الترم الساد
communication 3
المحاضرة الثانية
د.محمد مهنا
المحاضرة الثانية
د.محمد مهنا
3- Message:
The third ingredient in the com. process is the message. The purpose of the source has to be expressed in the form of a message.
We have to know that there are some factors needed to be taken into account in the message, there are:
a) Message code, the way in which symbols are structured.
b) Content which means the selection of material to express the purpose.
c) Treatment, it means the way in which the message is presented, that is frequency, emphasis … etc.
d) The frame of reference through which the audience receives the message.
Notice: Each person has stored experience, consisting of beliefs and values related to himself and to his group and the message that challenges these beliefs or values may be rejected.
4- Channel:
A Com. channel is a medium through which a message is transmitted from a source to a receiver.
The choice of channels is often an important factor in the effective ness of com.
We have to pay attention that content, code, treatment of a message are related to our choice of channels.
There are some dimensions can permit to evaluate the effectiveness of different channels:
1- Channel Credibility: This means the expertness and trust- worthiness of a channel as perceived by the receivers.
2- Channel Feedback: The degree to which a channel provides the opportunity for the receiver to respond affects the source.
3- Channel Involvement: This refers to the perceptual effort required by all the senses in order to understand the information.
4- Channel Availability: This refers to the extent to which a channel is utilized to reach the target audience.
5- Channel permanency: This is the ability of a Com. channel overtime to preserve a message.
6- Channel Multiplicative power: It refers to the channel potential for covering large geographical areas with speed and timeliness.
7- Channel Complementary: It refers to the channel's potential for supplementing the Com. work of another channel.
The rest of Basic elements of the com. model
5- Effects: Com. Effects are the changes in receiver's behavior that occur as a result of the transmission of a message.
And these effects are so important, so the purpose of most communication research as indicated by social scientists is to study the effects of com. leading to make more effective Com.
6- Feed back: تغذية مرتدة/ رجع الصدى
Feedback is a response by the receiver to the source's message, which the source may use to modify his further message.
According to Rogers, there are 2 kinds of Feedback, the negative and the positive effects:
Positive Feedback: Confirms to the source that the intended effect of the message was achieved, and everything is going the desired way.
Negative Feedback: Informs the source that the intended effect of the message was not achieved, so negative Feedback leads to change or hostility among the elements in the com. process.
Also there are 2 other types of Feedback:
1- Purposive Feedback: تغذية مرتدة مقصودة
When the receiver intend to inform the source about effect of the message.
2- non purposive Feedback: تغذية مرتدة غير مقصودة
When the receiver doesn't intend to inform the source about the effect of the message.
Of Course in a Face –To- face situation there is maximum opportunity for quick exchange of information.
7- Noise:
The noise limits the effectiveness of the com. message.
There are 2 major types of com. Noise:
Channel noise and semantic noise.
Channel noise: describes any thing which interferes with the fidelity of the physical transmission of the message.
أي شيء يتداخل ضد نجاح وصول أو انتقال الرسالة على المستوى الفيزيائي.
Semantic noise: This type occurs when a message is understood even though it is received exactly as it was transmitted.
We have some sources of semantic noise such as:
1- Wards too difficult, subjects too difficult for the message receiver to understand.
2- The differences of the meanings of the same word between the source and the receiver.
3- Cultural differences between message sender and the message receiver which cause differences in receiving the meanings of the words, eye contacts, hands or other body movements.
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