The sociology of communication is the study and analysis of the processes of transmission of messages within an economic, cultural and social context.
That is, the sociology of communication examines media messages and their effects on social groups and individual behavior.
Messages are given and received in verbal, written, non-verbal, graphic, and even symbolic language.
Characteristics of the sociology of communication
An important first is that communication is assumed to be an essential part of the functional and developmental relationships of any society.
The messages vary, according to the context, the objective to be communicated, the type of sender, the type of receiver, among other aspects. This provokes reactions in individuals, which in turn influences decision-making. That is why the sociology of communication analyzes the media impact of the messages that are transmitted through the Internet, cinema, radio, press or television.
Therefore, the sociology of communication examines the implications, sociocultural terms of all messages.
The way in which information is transmitted between individuals and between institutions is classified as:
- Mass communication: Try to cover as many people as possible, which is unilateral, impersonal, indirect and public.
- Interpersonal communication: Bilateral, direct and generally private. In both cases, it is analyzed by the effects it has on society.
Importance of the study of the sociology of communication
The sociology of communication seeks lines of research, such as.
- Effects of mass communication.
- Social repercussions of communication technology on individual decisions.
- The role of the media in electoral processes in democratic societies.
- Media communication and international relations.
- The effects of social inequalities and the mass media.
- Implications of communication in companies and organizations.
- Public opinion before government decisions.
- Questioning about manipulation of information with an ideological purpose.
- The general perception of a population in the face of public political international events, changes in regulations, commercial advertising.
Challenges of the sociology of communication
The sociology of communication faces the challenge of understanding the scope of the transformations of society in the face of information technology.
And, in addition, to know the key secrets behind the basic ideas that allow interpreting economic, political, cultural and social phenomena.
Tools of the sociology of communication to face the challenges
Based on research and previous experiences, propose theoretical methodologies that allow us to understand communicative practices. For instance:
- Shannon and Weaver model: Analyzes the communication process, which is conceived in a linear and unidirectional way.
- Hymes model: Which conceives the temporal and spatial aspects in a social context. It should be noted that this model is made up of 16 components.
- Lasswell Model: Which aims to explain the behavior of social groups in the face of certain stimuli that are produced with the messages.
- Anzieu and Martin model: Which analyzes the different ways of interpreting messages, according to personality.
It is necessary to focus on critical thinking to be able to objectively reflect on the triggers that generate new actions in society and the megatrends that mark these actions.