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Shannon and Communication Theory. ... Shannon CE, (1948) A mathematical theory of
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Submitted by binpajama on June 3, 2006
Category: Technology
Words: 2070 | Pages: 9
Views: 284
Popularity Rank: 34,594
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Introduction
This paper is intended to be a comprehensive analysis of Shannon’s theory of communication, and its influence on a major emphasis area of communication studies –mass media communication. While the relevance of Shannon’s work on professional communication shall be explicated in some detail; any coverage of his theory is incomplete without a complete analysis of how its acceptance totally revolutionized the art of media presentation and communication.
We first delimit our discussion to the emphasis area of mass media communication and summarize its history and scope – both present and future. This is followed by a description of Shannon’s theory of communication and a comparison with other communication theories in terms of relative determinism and predictive power. We then describe the contexts in which it is primarily used and its underlying assumptions and concepts.
In the analytical portion of the paper, we discuss how Shannon’s theory has become the fundamental precepts of advertising as well as its influence on other forms of professional communication viz. journalism and public relations. The influence of Shannon’s work on the field of mass media is analyzed en passant.
Mass Media Studies
Mass media studies relate to aspects of communication theory that deal with the principles of attention, persuasion and credibility related to a large section of the population. In a world where freedom of expression is considered to be axiomatic, power rests in the hands of those who can influence the public voice. In consequence, mass media is occupying an ever increasing role in contemporary liberal societies.
The field of mass media communication is represented, in a classical sense, by advertising and journalism. With advances in technology, radio, TV, and most importantly, the Internet have repeatedly enhanced the power of these disciplines to shape...
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