Mass Communication

Mass communication is a process of transmitting message to a large number of scattered audiences. Through mass communication, information can be transmitted quickly to a large number of people who generally stay far away from the sources of information. Mass communication is done through radio, television, newspaper, magazine, leaflets etc.

Some definitions of mass communication are as follows:

According to Metha, ― "Mass communication is concerned with transmitting information, thoughts and opinions, entertainments etc. at a time to a large number of heterogeneous audiences."

According to Emery and others, ― "Mass communication is a process of sending a message, thought and attitude through some media at a time to a large number of heterogeneous audiences."

According to R. P. Molo, ― "Mass communication is a process through which an individual, organization or govt. communicates with the general people."

Sydney Head 1976 suggests that mass communication contains at least following five things:

Large audience
Similar audience exists
Some form of message reproduction
Quick distribution of message
Low unit cost to the customers.
The Flow Of Mass Communication

Characteristics of Mass Communication

Every communication has a specific objective. Without objectives no communication is held. Mass communication has also a specific objective which is depend on the subject matter of communication.
The sources of mass communication message generally are a person or group operating within an organizational setting. Examples of these sources are news reporters, television producers and magazine editors etc.
Radio, Television, Internet etc are examples of media which are regarded as mass media because they can reach out to vast audience at a time.
Messages of mass communication have remained impersonal since there is no personal touch of a medium. The impersonality of mass communication is informed by the need to reach large, diverse and scattered audiences almost at the same time.
Communication is mostly one way.

Functions of Mass Communication

The scope of mass communication is very extensive and it deals with a variety of objectives. Its significant objectives are discussed below:

1. To inform people: The most fundamental objectives of mass communication is to provide information to mass people. Information of mass communication may be related to education, weather, sports, products and services, public holidays, festivals, recreation and entertainment.

2. To build public opinion: Another important objective of mass communication is to create public opinion on any national or international issue. Mass media attempts to create public opinion through providing their audiences with a realistic picture of the world, activities of the leaders, governmental politics etc. The mass media also tries to build public opinion through special articles, editorials and commentaries.

3. To persuade: Mass communication aims at persuading people to bring a change in their beliefs, opinions, attitudes and thinking on a number of issue like smoking, voting, religious convictions, donation, dowry culture etc. moreover, business enterprises design various advertisements to persuade potential customers.

4. To circulate government policies: Another objective of mass communication is to announce and circulate government programs and policies. Mass media can bring such policies to the public notice very quickly.

5. To disseminate health and education programs: Government takes various health and educational programmers like vaccination, sanitation, birth control, open education, mass education etc. these health and education programs are disseminated and implemented through mass media like radio, television, films, newspapers etc.

6. To provide pleasure and entertainment: The mass media are the wonderful sources of pleasure and amusement. Almost all mass media have an entertainment component. Television and radio arrange various programs for pleasure and amusement of mass people. Newspapers and magazines publish articles on literary and cultural events, sports, story etc that also provide entertainment to the readers.

7. To establish social contact and linkage: Mass communication also tries to establish and maintain social contact and linkage among various races, tribes or communities. Mass media create social contact and linkage by giving messages of shared knowledge and experience for example a campaign to raise funds for the treatment of certain diseases or for performing certain social activities promotes social bondage and sympathy.

8. To promote political ideologies: Political parties rely on mass media to promote their ideologies, plans, programs and manifestos. With the help mass media, they try to create public opinion in their favor.

Media of Mass Communication

Media of mass communication refers to the various channels or platforms through which messages are transmitted to a large and diverse audience simultaneously. These media facilitate the distribution of information, ideas, opinions, and entertainment on a broad scale.

All the mass media are divided into two broad groups - print media and electronic media. Print media include newspapers, magazines and books. Electronic media include radio, television, films, video-and audio-records, etc.

Print Media

The invention of movable type by Johannes Gutenberg in 1455 was a turning point in the history of mass communication. It paved the way for the development of print journalism. Socioeconomic, political, and cultural changes, along with advancements in science and technology, transformed print media into a technologically advanced form.

Print media encompasses all forms of communication printed on physical surfaces, such as paper or cardboard. The portability of printed materials makes them a unique medium, allowing newspapers, magazines, or books to follow the reader at any time if they are willing to carry them. Additionally, the permanence of print media enables readers to re-read content at their convenience, making it an enduring source of information. Moreover, print media has become more affordable, ensuring accessibility for a wide audience.

Types of Print Media

Newspaper : Newspapers consist of a bunch of loose print papers properly folded, containing news, views, advertisements, etc., and are offered for sale at regular intervals, particularly daily or weekly. The contents of newspapers include news, articles, features, opinion pieces such as editorials, comments, letters to the editor, reviews, columns, and advertisements. Different types of newspapers cater to various audiences, addressing diverse interests and preferences.
Magazines: Magazines are periodical publications usually with a paper cover, containing miscellaneous articles and often with illustrations or photographs. Broadly speaking, there are two types of magazines: general interest magazines and special interest magazines. General interest magazines attempt to cater to a wide variety of reading interests, while special interest magazines focus on specific professions or interest groups. Examples include India Today, The Week, Frontline, and Business Today.
Books: Books serve as a timeless medium of mass communication, distributing knowledge, ideas, stories, and perspectives to readers across generations. They cover a wide range of genres, including fiction, non-fiction, academic literature, and self-help guides, contributing to intellectual enrichment and personal growth.

Electronic Media

Electronic media refers to all forms of communication transmitted electronically, using digital technology and electronic devices. It offers immediate access to information and allows for interactive engagement with content through features such as hyperlinks, multimedia elements, and user comments, transforming the way information is produced, distributed, and consumed.

Types of Electronic Media

Radio: Radio broadcasts audio content over the airwaves, reaching listeners across geographic locations. It provides a platform for news updates, music, talk shows, interviews, and advertisements. Radio remains accessible to diverse populations, including those in remote or rural areas.
Television: Television (TV) is one of the most influential and widely used mass communication mediums. It reaches millions of households worldwide, broadcasting a diverse range of programs, including news, entertainment shows, documentaries, and advertisements.
Film: Films are a powerful medium for mass communication, capable of conveying complex narratives, emotions, and messages to diverse audiences. They entertain, educate, and provoke thought through storytelling, visuals, and sound.
Advertising: Advertising encompasses various media channels, including television, radio, newspapers, magazines, the internet, and outdoor billboards. It serves as a means of promoting products, services, brands, and ideas to mass audiences.
Internet: The internet has revolutionized mass communication, enabling instant access to information and interaction with global audiences. Websites, social media platforms, blogs, podcasts, and online forums facilitate the exchange of ideas, news, and entertainment content.

Social media refers to the means of interactions among people in which they create, share, and/or exchange information and ideas in virtual communities and networks.

1. Increased Connectivity: Social media platforms enable users to connect with friends, family , and acquaintances regardless of geographical barriers, fostering communication and maintaining relationships.

2. Information Sharing: Social media allows for the rapid dissemination of information, news, and updates, facilitating awareness on various topics ranging from current events to personal interests.

3. Networking Opportunities: Social media provides a platform for professional networking, allowing individuals to connect with colleagues, industry peers, and potential employers, thus enhancing career prospects.

4. Business Promotion: Social media offers businesses a cost-effective way to market their products and services, reach a wider audience, and engage with customers through targeted advertising and promotional campaigns.

5. Community Building: Social media enables the creation and participation in online communities and interest groups, where individuals with shared interests can come together to discuss, collaborate, and support each other.

6. Educational Resources: Social media platforms host a plethora of educational content, including tutorials, webinars, and online courses, providing accessible learning opportunities for users across various subjects and disciplines.

7. Political and Social Activism: Social media serves as a powerful tool for political and social activism, allowing individuals to raise awareness, mobilize support, and advocate for causes and issues they care about.

1. Privacy Concerns: Social media platforms may compromise user privacy through data breaches, unauthorized access to personal information, and targeted advertising, raising concerns about data security and surveillance.

2. Cyberbullying and Harassment: Social media can be a breeding ground for cyberbullying, harassment, and online abuse, with users facing harassment, trolling, and defamation, leading to psychological distress and emotional harm.

3. Addiction and Time Distraction: Excessive use of social media can lead to addiction and compulsive behavior, with users spending excessive amounts of time scrolling through feeds, leading to procrastination, decreased productivity, and neglect of real-life responsibilities.

4. Misinformation and Fake News: Social media platforms are susceptible to the spread of misinformation, fake news, and conspiracy theories, leading to the proliferation of false information, echo chambers, and polarization of opinions.

5. Impact on Mental Health: Heavy use of social media has been linked to mental health issues such as anxiety, depression, low self-esteem, and body image concerns, as users compare themselves to others and seek validation through likes and comments.

6. Online Impersonation and Fraud: Social media platforms may be exploited for identity theft, phishing scams, and online fraud, with malicious actors creating fake profiles or engaging in deceptive practices to manipulate or exploit users for financial gain.

7. Erosion of Face-to-Face Communication: Over-reliance on social media for communication may lead to the erosion of face-to-face interactions and interpersonal skills, with users preferring digital communication over in-person interactions, potentially impacting social relationships and communication abilities.

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