Communication is the process of transferring information from one person to another. This process includes a sender, a receiver, a message, a medium, and sometimes feedback.

Components of the communication model:
• Sender
• Message
• Receiver
• Noise
• Medium
• Feedback
• Personal Background

Types of Communication:

• Intrapersonal
• Interpersonal
• Group
• Mass
• Public
• Mediated

Non-mass communication can include speech, signals, telephone calls, mail, some uses of the internet, interactive multimedia, conferences, seminars, and meetings.

Mass communication is a process carried out by organizations or individuals to reach a very large number of people using a physical medium, known as mass media. Mass media has evolved over time:

• Newspapers
• Radio
• Television
• Internet
• Cinema
• Tapes (video, cassette, etc.)

Objectives of Mass Communication:

• Informing (What)
• Analyzing (How)
• Critiquing (Why)
• Entertainment
• Persuasion (Propaganda)

Factors Influencing Mass Communication:

• Information Revolution
• Communication Revolution
• American Hegemony
• Communication and Propaganda

Famous Communication Theories

Direct Effect Theories (Magic Bullet/Hypodermic Needle Theory by Harold Lasswell):

• Assumes that people are a mass society of isolated individuals (influenced by Freudian thought).
• Media are powerful sources of influence, and people accept and understand them uniformly; each person receives information individually and responds individually.
• It was not a realistic theory due to its extreme simplification and the assumption that media have violent and sudden effects.
• Its importance lies in being the starting point for media effect research.

Selective Effect Theories

A- Individual Differences Theory:

• Simply states that different people respond differently to media messages according to their attitudes, psychological structure, and inherited or acquired traits.
• Media messages are received and interpreted selectively.
• This is due to differences in perception, which stem from each person's unique organization of beliefs, values, and attitudes.
• Because perception is selective, memory and response are also selective.
• Therefore, the effect of media is not uniform.

B- Social Categories Theory:

• People are divided into social categories, and communication behavior is similar within each category.
• An individual's position in the social structure affects their reception of messages.
• Categories can be based on age, gender, income, education, and occupation.
• Response patterns are similar within each category.
• Thus, the effect of media is not strong or uniform, but varies with the influence of social categories.

C- Social Relationships Theory:

• The media audience is not just isolated individuals or members of social categories, but they are connected to each other in associations, families, clubs, etc.
• Studies on the 1940 US presidential election confirmed that political discussions had a greater impact on people's decisions than exposure to radio and press.
• Those with greater media exposure can influence those with less exposure.
• Relationships must be taken into account.
• This theory began to move far away from the idea of a mass society and the earlier theories.

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