Basic Ideas and Theories of Mass Communication

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DEPARTMENT OF MASS COMMUNICATION,
FACULTY OF SOCIAL SCIENCES, AHMADU BELLO UNIVERSITY, ZARIA.

ABDULLAHI ABUBAKAR GUMMI COURSE PROG: BSc. Mass Comm. TITLE: -2nd ASSIGNMENTS QUESTIONS:

1. (a)Give the Contribution of David K Berlo and his Basic Ideas Established in the Theories of Mass Communication. (b) Trace the Biography of D. K. Berlo.

2. (a) Give some Established Notions of Man and Society Propounded by Max Weber. (b) Give the Biography of Max Weber.

January 16th, 2013.

PREAMBLE
In the first place, there were many well renowned scholars who contributed immensely towards the development of communication processes, society and their communication relationships, which are still relevant and heart touching. Thus, David K. Berlo developed the source-message-channel receiver (SMCR) theory in the 1960s. His theories emphasized the many factors that could affect how senders and receivers created, interpreted and reacted to a message. While Max Weber Explore his contribution to our understanding of social stratification, classes and status groups from category Sociology in relation to communication. According to him, “We cannot deny the existence of social structures or system by which people are categorized or ranked in a hierarchy. This people categorization is otherwise known as social stratification. It is a universal characteristic of society that persists over generations. It is a social structure by which social issues and organizational problems arise. In a society, groups of people share a similar social status, and this is known as social class”.

ABSTRACT
In this work (assignment), I bother most on the contributions, the basic ideas and established notions propounded by both theorists_ D K Berlo and that of Max Weber. And their biography.

Q. 1 (a)
THE CONTRIBUTION OF DAVID K. BERLO AND HIS BASIC IDEAS ESTABLISHED IN THE THEORIES OF MASS COMMUNICATION
Foremost, for a proper focus on communications theory, the Oxford English Dictionary defines communication as "the imparting, conveying, or exchange of ideas, knowledge, information, etc. We can look up the origin of the word. Communication comes from the Latin communis, "common." When we communicate, we are trying to establish a "commonness" with someone. That is, we are trying to share information, an idea or an attitude. Looking further, you can find this type of definition: "Communications is the mechanism through which human relations exist and develop." This broad definition, found in a book written by a sociologist, takes in about everything “Communications theory then becomes the study and statement of the principles and methods by which information is conveyed. Among key communications theorists were Wilbur Schramm, David Berlo, and Marshall McLuhan.

Basically, for a close examination, the major contribution in communication model that I will consider is the SMCR model, developed by David K. Berlo, a communications theorist and consultant. In his book The Process of Communication,6 Berlo points out the importance of the psychological view in his communications model. The four parts of Berlo's SMCR model are — no surprises here — source, message, channel, receiver.

The first...
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