Introduction to Mass Communication

Lecture 11 Mr. Shaukat Ali

Culture & Communication

What is culture?
Religion Language Dress code Food and eating habits Living style/ habits

Enculturation
The process of passing on culture from one generation to the next is referred to as enculturation.

Acculturation
The process of adopting or learning the rules and norms of a culture different from ones own native culture is acculturation.

Culture/ Cultural Shock

The anxiety and feelings felt when people have to operate within an entirely different culture or social environment.

Principles of intercultural communication

Prepare yourself in advance to know about the culture you may face. Overcoming the fears of unseen. Use standard language. Knowing different meanings due to change in culture. Knowing some hard and fast values of the new culture.

Language in Communication

Language
Verbal Language Non verbal Language

Language gives a continuation to communication for generations over a time.

Behaviours of language in communication

Polarization. Labeling. Static meanings. Indiscrimination. Gossip. Multiple meanings.

Mass Communication Terminologies

Broad side a single sheet of paper
(handbill, pamphlet, poster, etc.) printed on one side only.

Capital intensive an area where heavy

investment is required.