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<p> 1. 3011102 3(3-0-6) (Principles of Mass Communication) 2. . . : . : . . : . : 3. 1 = Communication Arts = Communication 4. Communication Arts = Communication = Mass Communication = Mess Media = 5. (Morris Janowitz) ( ) (symbolic conten t) (Charies R. Wright) 6. (Michael Burgoon) (impersonal) (indirect) (John R. Bittner) (Warren K. Agee) (information) (idea) 7. (2541) (2547) (communication) (mass) 8. mass media medium/ media of communication 9. (2526) (Mass Communication) (Mass Media) 10. (2541) 1. 11. 12. 2. (global communication) - CNN (Cable News Network) MTV (The music channel) - 13. 14. 3. 15. 16. 4. - - - (global mass) 17. 18. 5. (Advertising) (Public Relations) (image) 19. 20. 6. (Propaganda) 1 2 (openness) (VOA : 21. 19 .. 49 "" - " """" ... 60 - 2548 40,107.0 22. (2541) 1. 23. 2. 3. 24. 4. 5. 25. 1. (Messenger) 2. (Watchdog) 3. (Intermediary) 3.1 3.2 4. (Relay) 5. (Gatekeeper) 26. 1. 2. , 3. 27. 1. (Harold D.Lasswell) 1. (Surveillance) 2. (Correlation) 3. (Transmission) 28. 29. 2. , 2.1 2.1.1 (Information) 2.1.2 (Socialization) 2.1.3 (Motivation) 2.1.4 (Debate and discussion) 2.1.5 (Education) 2.1.6 (Cultural promotion) 2.1.7 (Entertainment) 30. 2.2 2.2.1 (A Social Need) 2.2.2 (A Political Instrument) 2.2.3 (An Economic Force) 2.2.4 (An Educational Potential) 31. - - - - - - 32. 3. 3.1 5 3.1.1 (Information) . . . 33. 3.1.2 (Correlation) . . . . . . 34. 3.1.3 (Continuity) . . 3.1.4 (Entertainment) . . 35. 3.2 3.2.1 (Information) . . . . . 36. 3.2.2 (Interpretation) . . . 3.2.3 (Expression) 37. 3.2.4 (Mobilization) . . . . . 38. 3.3 3.3.1 (Information) . . . 39. 3.3.2 (Interpretation) . . . . . 40. 3.3.3 . . 3.3.4 (Entertainment) 3.3.5 41. 3.4 3.4.1 (Information) . . . 42. 3.4.2 (Personal identity) . . . . 43. 3.4.3 . . . . . 44. 3.4.4 (Entertainment) . . . . . 45. 46. 1. (Source) 1.1 BBC (British Broadcasting Coporation ) 47. 1.3 (Free TV) 6 3 5 7 9 11 ITV ( 26) UBC 48. (Thai News Agency -T.N.A ) AP (Assoociated Press ) AFP (Agence France Press) Reuters TASS (Telegrafnoie Agenstvo Sovetskavo Soiuza UPI ( United Press International ) CNN (Cable News Network) Visnews (Vision 49. 2. 50. 1. ( ) 2. 3 ( ) 3. 4. 51. 3. (Message) (Mass Media) (Public) 52. 3.1 3.2 3.3 3.4 53. 4. 4.1 4.2 54. 5. 5.1 5.1.1 5.1.2 5.1.3 55. 5.2 2 5.2.1 (General Audience) 4 - 56. 5.2.2 (Target Audience) 57. 6. 58. 1. 2. 59. 7. 7.1 7.2 </p>