COMMUNICATION AND JOURNALISM

Communication and Journalism

Communication and Journalism

Introduction

Russian literary theorist Roman Jakobson came into this world on October 11th 1896 in Moscow. Roman Jakobson is famous as the pioneer of structural study of language. He is also one of the most prominent linguists of the 19th century. Jakobson drew his inspiration from the works of Ferdinand de Saussure and was able to come up with methods of analysing sound systems and phonetics in different languages. Jakobson contributions to Slavic and Russian verb are most notable. Jakobson also suggested techniques that would allow analysis of poetry, art, cinema and music.

His influence on Levi-Strauss and Roland Barthes made him a prominent contributor in the field of analysis outside of linguistics such as literature and anthropology. He was also part of the post- World War intellectual movement that became popular in the United States and Europe at the same time. In the 20th century, Jakobson's work is being continued by his students. The later studies in linguistics have made Jakobson a true pioneer of linguistics and literature. Some of the studies in 1970 have come to their conclusions on the basis of Jakobson's theory of anthropology were conducted by Dell Hymes (Bradford, 1994, pp 29).

Advertising in today's world is all about how can the target audiences be made to act. This means advertisers are on the look-out for any opportunity to draw consumers out and enable them to make a decision. The common tone of any advertisement is persuasive in nature. The script, theme and concept of advertisement focus on how to convince consumers of the validity of the decision they desire them to make. Advertises are a form of communication mechanism through which messages are conveyed to viewers. The viewers that receive the message then respond to it in their unique manner. For any communication to be effective, the process needs to be two-way. This requires a sender and a receiver for the flow of information. The sender encodes the message before he or she chooses a medium through which it would reach the viewers. The medium can be television, radio or internet. The receiver must have access to the medium through which the message got to him or her. Upon receiving the message, the receiver decodes the message and interprets it according to his or her cognition level. The final step in the process is feedback that the receiver provides by reacting to the message.

Advertises should be able to create a need. This is generally a tactic by the advertiser or is open for exploitation due a gap in the market. The idea of the message must be shared by the sender and the receiver to have any effect. According to Jakobson, the advertising process of communication consists of three fundamental concepts: experiences, meanings and symbols. By experience, we can refer to an individual's experiences he or she has gone through. Advertisers often use this element of experience to add a personal touch to the ...