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Applied Social Sciences
Basic Concepts and Goals of
Communication
Objectives:
• Discuss the meaning and nature of communication.
• Describe the different goals and scope of communication.
Definition of Communication
• “Social interaction through messages.” (Fiske 2011, 2)
• involves transmission of signs and codes
o signs – symbols, objects, or behaviors that signify meaning
o codes – systems that should determine how signs should go
together
Two schools in communication studies
1. sees communication as the transmission of messages
2. sees communication as the production and exchange of meaning
Goals of Communication
To inform
• give people facts and information
o mass media
o electronic mass media
Study Guide
