George
Gerbner is the legend in field of communication research his works are descriptive
as well as very easy to grasp and interesting. He is working as a professor and
head of Annenberg School of communication in the University of Pennsylvania. He
produces his model of communication in 1956. He stressed on the Dynamic nature
of communication in his work and also describe it in factorial form these
factors affecting the reliability of communication and very helpful to
analyzing the depth study of any communication function in any situation or
organization deptt.
According
to John Fiske who describe this model in a very easy format that- Gerbner’s
model more complex in comparison to Shannon’s model, but we still read it their
linear process through the diagram.
The
model relate the message to the ‘reality’ i.e. ‘about’ and thus we are unable
to approach our question of perception and meaning and that is the
communication process which connecting the two alternating dimensions and they
are perceptual or receptive and means and control dimensions.
·
Perceptual
/ horizontal dimension
·
Means
and control dimension
Perceptual/Horizontal
dimension-The Gerbner’s model start their process
of communication with the event E, The event basically is external reality
which perceived by M; here M can be a human, machine like camera, phone,
microphone anything.
Here
the M is the perceiver of E(or receiver of the message) and E is the percept of
E1, after the message is perceived by M from E
the remain part is E1 because any man or machine cant perceive the
complete event , they only perceived part E1 and the complete process is perceptual
dimension where the communication process start.
The
relation between E and M has three factor selection, context, and availability. Here
M as we know can be human or machine so it can’t be perceiver of the entire
event content. So, M grasp or select
only the interesting or needed part from the event and choose or select and filter
it.. So the context is based on the psychography or demography of M, means how
M’s mood, attitude, culture, and personality for example :-“ how
journalist select the news angel in the event and also cant focuses the whole
event , so they filter it the unwanted or unnecessary content easily form E
event. Because journalist filters it or edits it according to their mood,
culture attitude, or press polices.”
Means and Control
dimension - In the next stage of this
communication model where M becomes the source of the message which describe completely about E by their
own way . Here M produces a statements about the event become SE2 {S- signal or
from, E2 – Content created by M}
And for sending these content or messages M
uses the medium or channel over that medium M have the control in relation of
lesser or greater degree of control its all depends on M.
Here
the question of ‘CONTROL’ relates to the M’s degree of technical sharpness or
skill of grasping event, communication power or perception to selecting news
angle. Control also is matter of access like does he own this medium means he
have all the rights to do anything or produce according to him or he can buy or
get to use this medium so that he follows someone else rules and regulation or
work under others control.
This
process of communication stretched or more describe through the ad infinitum by
adding receivers {M2.M3.M4.} They have more perceptions like {SE3…SE4.} of the
content statements and perceived events. And of the most important point that
message gets changed at every level or according to the situation and
perception
Practice
Questions for UGC NET Jan 2017
1.George Gerbner expanded Lasswell's model in 1956 to focus on…………………?
a.
for what purpose
b.
perception and reaction
c.
under what circumstances
d.
entertainment function
2.
Gerbner’s General Model emphasizes the ……… nature of human communication.
a.
unipolar
b.
dynamic
c.
linear
d.
bipolar
3.
In Gerbner’s General Model the perceiver
of the event "E" is denoted as?
a.
E1
b.
S
c.
SE
d.
M
4.
In Gerbner’s General Model the
perception is denoted as?
a.
E1
b.
S
c.
SE
d.
M
5.
In Gerbner’s General Model presence of "S" (Signal) without an
"E" (Event) is………?
a.
receiver
b.
event yet to happen
c.
noise
d.
encoded
6.
Identify the correct chronological order of following communication models
a.
Osgood, Gerbner's, Berlo, Kincaid
b.
Gerbner's, Osgood, Berlo, Kincaid
c.
Kincaid, Berlo,Osgood, Gerbner's
d. Berlo,Osgood, Gerbner's, Kincaid
d. Berlo,Osgood, Gerbner's, Kincaid
Works Cited:
Fiske,
J. (1990). Introduction to Communication Studies (Second Edition ed.). New
York: Routledge.
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