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Gerbner’s General Model of Communication

[pic]may be given different shapes depending on what kind of communication situation it describes [pic]could describe simple and complicated communication processes as one of production (of messages) and of perception (of messages and of events to communicate about) [pic]allows us to ask questions about the nature of and interplay between perception and production [pic]features

✓ Someone
✓ Perceives an event
✓ And reacts
✓ In a situation
✓ Through some means
✓ To make available materials
✓ In some form
✓ And context
✓ Conveying content
✓ With some consequence
[pic]suggests that the human communication process may be regarded as subjective, selective, variable and unpredictable and that human communication systems are open systems [pic]could describe mixed human and mechanical communication [pic]used to distinguish between different areas of research and theory building [pic]could illustrate and explain the main procedures of content analysis [pic]gives us the possibility of asking questions such as ``How good is the correspondence between reality and the stories (between E and SE) about reality given by the media (M)’’ and ``How well is media content (SE) understood by the media audience (M)?’’

What is perceived is marked E (event) and the perceiver, M, perceives the event as E. The relation between E, M and E is one of perception.

Two approaches
❖ Transactional: E is primarily regarded as a function of M’s assumptions, point of view, experiential background and other related factors. What E will look like to M depends, thus, on factors within or tied to M. ❖ Psychophysical: E in itself is the most important factor, giving rise to a perception of fidelity and adequacy under favourable conditions. What will be perceived by M is determined by his/her way of selecting, the...
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