Unit 1: Mass Communication and the Media
Unit 1 examines the development of mass media, including its journey from print and radio to television, and explores its functions alongside relevant concepts. Additionally, this unit explores the significance of social media in human communication and its influence on traditionally mediated news communication. As you progress through this unit, you will acquire a nuanced comprehension of the continually evolving landscape of mass communication and its diverse implications across various contexts.
Completing this unit should take you approximately 6 hours.
Upon successful completion of this unit, you will be able to:
- describe how mass communication spreads information across diverse media platforms to reach specific audiences;
- identify ethical communication principles, including accuracy, truthfulness, and transparency; and
- apply crisis communication to protect reputation and maintain stakeholder trust.
1.1: Basics of Mass Communication
Mass media has undergone significant transformation from its early stages to the current era of technology. This video provides a concise exploration of its evolution, spanning from print and radio to television and the digital age.
First, we will explore mass communication, covering its evolution, functions, and theories illuminating its effects on communication.
Ethical communication involves conveying information between two parties accurately and truthfully. It prioritizes honesty, transparency, and respect to ensure the recipient understands the information. Read this exploration of ethical communication.
To communicate effectively in a culturally diverse environment, it is vital to gain knowledge and understanding that promotes respect for cultural differences. Watch these videos to grasp the importance of developing intercultural sensitivity. The first video uses a "diversity wheel" to define intercultural communication, comparing cultural differences and similarities. The second video provides practical tips for improving communication in various settings.
Intercultural communication describes the effects of culture on communication. Consider the many cultural factors that influence how you communicate in your own culture or when confronted by unfamiliar cultures.
1.2: Crisis Communication
Crisis communication involves strategically managing disruptions to control perceptions, offer accurate information, and maintain trust and credibility.
There are four main types of crises, each demanding unique responses: illegal behavior, technical breakdowns (including accidents and recalls), mega-damage events, and human errors or organizational misdeeds, with or without injuries.
Several crisis management theories outline how organizations can effectively manage and communicate during a crisis, such as implementing response strategies during a natural disaster or addressing public concerns during a product recall.
While planning a crisis response, it is critical to consider and incorporate objectives, targeted stakeholders, key messages, and communication platforms. There are eight broad categories for crisis response strategies that contain routine communication and other approaches.
It can be helpful to see examples of what not to do. Watch this video to learn how Rax, a fast food chain restaurant, suffered an identity crisis that led to its bankruptcy.
Here is another example of a crisis communication failure. The Red Cross mishandled its Hurricane Sandy relief operation, prioritizing public relations over aiding those affected. For instance, they allocated more resources towards promotional campaigns rather than direct assistance to the victims.