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Introduction to mass communication - Essay Example

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In other words organizations and individuals with the power of control over the flow of knowledge or intelligence, act as gatekeepers…
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Download file to see previous pages pacity as government and private sector officials who are responsible for the flow of information and its direction, their functions are defined by rules and regulations that are often gazetted (e.g. government press secretary) or made known through notifications (e.g. private firms’ public relations officers). Such gatekeepers have also other corresponding responsibilities towards the very community that they are intended to oversee in releasing information.
In mass communication the word audience segmentation refers to such activities as dividing and organizing the audience to a manageable small segments or groups. This is carried out with the sole intention of developing appropriate target groups for effective communication. In other words the communication strategy is focused on the final outcomes related to efficiency in transmission and reception (www.cuttingedgepr.com). Audiences consist of disparate people, who can be customers of a product, employees of a company or the members of the general public. Such segmentation is essentially connected with reducing costs. Recent efforts at audience segmentation even include such highly theoretical frameworks as the determination of characteristics of segmented sub-categories on the basis of their inherent behaviors, e.g. psychological perception. Communication strategy is often determined by the ability of the communicator to reach as wide and varied an audience as possible by using a given amount of resources during a given amount of time.
Convergence refers to the communicator’s ability combine different technologies in the process of communication. Thus the variations in the elements of a communication process necessarily affect the qualitative outcomes. The communicator’s success in determining the different technologies depends on his ability to master the techniques of communication efficiently. Improvisations are not new in convergence decisions of individuals and organizations. For instance modern ...Download file to see next pagesRead More
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