Young Scientists 1st International Baku Forum The Relevance of Media Coverage Bashar Ibrahim AlHadla The central concept of media audience is the relationship between the sender and the receiver ID: 385665
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Slide1
New Challenges in the European Area
Young Scientist’s 1st International Baku Forum
The Relevance of Media Coverage
Bashar Ibrahim
AlHadlaSlide2
The central concept of media audience is the relationship between the sender and the receiver.
The relationship in the mediated and especially mass-mediated communication, always involves a
spatial
and
social distance
between the participants.Slide3
Bridging the gap of distance is done by a “complex web of
conventions
and
understandings
shared between communicators and audiences”.
---
So, understanding means the
mutual comprehension process
between the sender and receiver.Slide4
Still, the web, for most people, present the society-wide and cross-cultural communication as
problematic
.
So, a solution that tackles human psyche is needed.
The researchers proposed a new understanding theory under the name of ‘
Reception Theory
’Slide5
Reception Theory says:
the messages proposed by the sources are always being
decoded
by the audiences “according to their own
perspectives
and
wishes
, although often within some shared framework of experience”Slide6
The shared experience is what is called
B
ackground
K
nowledge
that
is organised in our long-term memory in structures known as
schema
.
(
schema is a pre-existing knowledge structure in memory, or what is generally called norm
)
N
orm
is the
reduction
of
“
choices a person has to make about how to behave” and the expectation about
“how others in the culture will behave”.Slide7
Evoking a different schema from the one intended by the communicator leads to
miscommunication; i.e., irrelevance
.
Miscommunication is tackled by
Sperber
and
Wilson
- the founders of the
‘
Relevance Theory
’.
(the relevant interaction of somebody’s existing beliefs/thoughts with the information given in a special context)Slide8
Relevance can be achieved by modifying the context by having some effect on it
–
contextual effect (stimulus)
The less
processing effort
being done to recover a fact, it is the greater relevance
So,
Relevance = Contextual Effects / Processing EffortSlide9
In a successful communication, maximal relevance is not sought, it is the
optimal
relevance
.
How to reach out the optimal relevance?
Sperber
and Wilson suggest the combination of
ostensive
behaviour (evidence of one’s thoughts),
with the
guarantee of
relevance
(what is most relevant to people).Slide10
For
Sperber
and Wilson
Perception:
ostention
+ relevance =
principle of relevance
They said:
“We believe that it is this principle of relevance that is needed to make the inferential model of communication explanatory.”Slide11
P
rinciple
of
R
elevance
i
s best achieved by the appropriate choice of words for according to
Sperber
and Wilson
“the
intended concept is the very one encoded by the word,
which is therefore used in its strictly literal
sense.” Slide12
Conclusions:
1-
Media communicators are best be understood by making themselves relevant to their audience.
2- The news has us in mind even before it is written, as Michael
Schudson
stated in his book,
The Power of News
.
3- Revealing the connection between people’s information sharing and perception.
Thank you