Writing basics: how to write a lead

· The lead is one of the basic building blocks of writing, and now more than ever, freelancers need to know how to write a lead if they want to land work.

· A lead is your first chance to catch someone into clicking through and reading your entire story. If you’re writing news, the lead might be the only part of your story that shows up on the front page, other than the headline, so it’s got to be good enough to entice readers to want more.

· In fact, that’s the perfect definition of a lead – a snippet of information that turns readers into Oliver Twist, asking for more.[open ppt]

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David Berlo's Model of Communication

· BACKGROUND In 1960, David K. Berlo, wrote a book entitled El Proceso de la Comunicación or The Process of Communication . This work focused on the purpose and objectives of communication and addressed Berlo's model of communication which he developed from Claude Shannon and Warren Weaver's Mathematical Model. In this book, Berlo quoted Aristotle, saying that “…the prime goal of communication was persuasion, an attempt to sway other men to the speaker's point of view” (Berlo, David K., 1960, p. 8). His model includes verbal and non-verbal communications. It also considers the emotional aspect of the message. The S-M-C-R Model of Communication The S-M-C-R Model of Communication The FOCUS David K. Berlo's Model of Communication focuses on four elements, namely: the Source (S) , the Message (M) , the Channel (C) , and the Receiver (R) . Under each of these are different factors that affect the communication process. This model is

Nature of Mass Communication

• From the above model of mass communication, it is easy to identify the following features of mass communication. • 1. Mass communication experience is public one. It means that anybody can be a part of this communication process at any time without much effort or permission. • 2. It is a mediated communication act. Nature of the media involved in the process defines the mediation in mass communication. • For example, television can transmit a news instantly as it is a fast medium, newspaper takes to bring the same news report to the public because of its limitations. This is how nature of the media defines the mediation process in mass communication. • 3. Mass communication is filtered communication. This filtering processing is called gate keeping. For example, a news report in a newspaper or on a television channel filtered or controlled at different level by reporter, sub editor, news editor, editor. • 4. It is the most comp

Fundamentals of Communication

The term communication stems from a Latin word communis which means ‘common’ and denotes the act of imparting, conveying or exchanging ideas through speech, writing or signs. It is one of the fundamental needs of human beings and it is as important as the physical requirement for food and shelter. Thus, communication can be considered as an individual as well as a social need. We live in a mediated society. Many of our ideas about the world, knowledge of what is happening and the values mostly come from the media. Our ideas of the world are derived largely from the modern media which produce and package versions of events and issues in their output and which we consume as part of our daily lives and situations. WHAT IS COMMUNICATION? Simply defined, communication is the art of transmitting information, ideas and attitudes from one person to another. It is a process of transmitting a message from a source to an audience through a channel. For example, in a conversation, which

Jayaseelan Rathinaswamy

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