1. The SMCR Model and How it Applies to a Sample Media Chapter 1

2. Communication: The exchange of meaning

3. Communication: The exchange of meaning Talking Watching television Reading the paper Listening to the radio Surfing the web

4. Communication: The exchange of meaning Brand name embroidered on a pair of jeans Logo on a shopping bag Winking at the end of a joke

5. The exchange between a source of a message and its receiver

6. The exchange between a source of a message and its receiver This is a copy of the graphical illustration by artist: EinarFaanes based on by a developed communication model made by Claude Elwood Shannon and Warren Weaver in 1949 . This file is licensed under the Creative Commons Attribution ShareAlike 2.5, Attribution ShareAlike 2.0 and Attribution ShareAlike 1.0”. It can be found at http://search.creativecommons.org keyword search SMCR Model.

7. SMCR stands for:

8. SMCR stands for: Source

9. SMCR stands for: Source Message

10. SMCR stands for: Source Message Channel

11. SMCR stands for: Source Message Channel Receiver

12. This is a very basic model that includes: Online communication Written text Audio Video

13. Source Creator of the message or communication This is a reproduction of a photograph by Creative Commons Author= VP7071, now寬頻電視新聞台, Now TV reporter. Permission is granted to copy, distribute and/or modify this document under the terms of the GNU Free Documentation License, Version 1.2 or any later version published by the Free Software Foundation. It can be found at http://commons.wikimedia.org/wiki/File:HK_Victoria_Park_Now_TV_News_Reporter_2007.JPG

14. Message The actual content or idea being conveyed Photo courtesy Microsoft Office Clip Art, keyword search - anchor, http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

15. Encoder Translates the message into a form that can be communicated such as studio equipment Photo courtesy Microsoft Office Clip Art, keyword search - audio, http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

16. Channel The medium used to convey the message from one place to another Photo courtesy Microsoft Office Clip Art, keyword search - transmitter / satellite, http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

17. Decoder The television set in your living room decodes the signal Photo courtesy Microsoft Office Clip Art, keyword search - television, http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

18. Receiver The individual or group for which the message is intended Photo courtesy Microsoft Office Clip Art, keyword search - people, http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

19. Feedback Return communication from the receiver to the sender Can be instantaneous or delayed Photo courtesy Microsoft Office Clip Art, keyword search - return, http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

20. Interactivity Viewers can choose their own content Video games that get progressively hard are interactive Photo courtesy Microsoft Office Clip Art, keyword search - technology http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

21. Noise Any distortion that may be introduced during the information exchange Photo courtesy Microsoft Office Clip Art, keyword search - hearing, http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

22. Gatekeeper An elite group of corporations of media commentators and professional producers that decide what the audience should receive Photo courtesy Microsoft Office Clip Art, keyword search - gate, http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033

23. The Big Picture Possible manipulation Corporate Political Photo courtesy Microsoft Office Clip Art, keyword search - worldwide, http://office.microsoft.com/en-us/clipart/FX101321031033.aspx?pid=CL100570201033