The 5 Receiver Biases

1. Stereotypes:
 
     The world is full of preconceived notions directed at certain groups of people.  Perpetuating these ideas is the act of stereotyping, which is the first bias that will be looked at.  Everybody knows common stereotypes, the text mentions the idea of the "dumb blonde" or the "computer geek". Examples of other negative stereotypes include the idea that people of Asian descent are better students, or that men are the "bread winners" of a relationship, both of which are completely false.  Stereotypes seem to create more noise in the communication process rather than assisting in conveying a message. As far as facilitating communication, the text explains how lecturers with glasses are found more believable, and is one stereotype that does actually help a message be received.

2.  Symbols:

     Symbols are a bias that has the capability of having a more positive connotation than stereotypes.  Yes, some symbols have negative connotations, such as the Nazi Swastika, and gang symbols, however, those symbols still communicate a message to the general public.  More positive symbols such as the coexist symbol, the red cross, make a wish also convey messages, just very different ones.  Symbols facilitate communication by representing one's beliefs with an easily recognizable image.  However, symbols can create noise in the communication process depending on how the general public perceives that symbol.  A common example of symbols sending the wrong message was back in 2008 when the media made a story out of Barrack Obama not wearing an American flag lapel.  The symbol (or lack of) took the focus off of what the President's agenda was, and focused on another subject, muddying the communication process.

3. Semantics:

     Semantics largely holds a negative idea with the public.  Semantics implies possible poor word choice.  One term can hold many different meanings, take for example the word crash.  If someone spoke about a crash today, that term could apply to an automotive accident, a falling stock market, or attending a party uninvited.  Semantics hinder the communication process by making messages unclear due to the fact that words can have different meanings.  Semantics can assist the communication process if handled correctly and the right words are chosen. 

4. Peer Groups

    Peer groups can simply be described as peer pressure.  Human beings naturally conform to those around them.  Examples of these peer groups can be seen in the shape of fads, trends, and generally how human society functions.  We are extremely social creatures, and long to fit in with another group of people.  Peer groups can greatly influence the attitudes of individuals, and helps facilitate the communication process by creating a "bandwagon" for people to jump on.  Using peer groups on people who are "immune" to peer pressure will most likely instigate a negative response, thus hindering the communication process.

5. Media:

     Media is king, end of story.  When dealing with communication, the media is unmatched at relaying a specific message with a certain agenda.  The news is the biggest business on the planet, because who controls the media controls the masses.  One way to look at the media bias that stories are shaped and prioritized to make them look more important than other events happening in the world.  On the note, a CNN viewer will likely scoff at the views of a FOX political analyst and vice-versa.  Media helps communication by sending large amounts of people information that is tailor made to send the message they want the public to hear.  At the same time the general public knows the media will contort stories to fit their interests, therefore people may discredit the source.