fundamentals of mass communication
TRANSCRIPT
INTRODUCTIONThe imparting or exchanging of information on a
large scale to a wide range of people is known as
mass communication
It is usually understood to
relate newspaper, magazine, and book publishing, as
well as radio, television and film, even via internet as
these mediums are used for disseminating
information, news and advertising.
“
TRADITIONAL AND FOLK MEDIA
As we have already studied ,one of the function of
mass media is transfer culture and rituals
Traditional AND folk media is a term used to denote
‘people’s performances’. This term refers to the
performing arts which can be described as the cultural
symbols of the people. Folk dance, rural drama and
musical variety of the village people, all come under
traditional media. Traditional folk media is not just
confined to dance and music, but also includes art and
crafts. Tradi-tional folk media originated as a
consequence of people’s need to express themselves.
Nautanki is
popular folk
drama form
‘Bihu’ folk
dance
shadow puppetry is
often used to depict
stories from mythology
Folk Tradition
Traditional folk
media allows instant
feedback and live
interaction with the
audience
The performances
are mostly based on
the local language
which make the
audience understand
and get inspired .
Folk forms like dance ,
music ,drama and
puppetry have provided
entertainment and
instruction to the rural
and tribal
masses.during the
independence struggle
,traditional / folk media
helped in awakening the
spirits of the people
against colonial rule .
Advertising, in relation to mass communication, refers
to marketing a product or service in a persuasive manner
that encourages the audience to buy the product or use the
service. Because advertising generally takes place through
some form of mass media , such as television, studying the
effects and methods of advertising is relevant to the study
of mass communication. Advertising is the paid,
impersonal, one-way marketing of persuasive information
from a sponsor. Through mass communication channels,
the sponsor promotes the adoption of goods, services or
ideas. Advertisers have full control of the message being
sent to their audience
ADVERTISING
Tv
Media
Printing press expanded the scope of
advertising
Advertising is an audio or visual form
of marketing communication that employs
an openly sponsored, non-personal
message to promote or sell a product,
service or idea.
Advertising is differentiated from
public relations in that an advertiser
usually pays for and has control over
the message
Advertising
Types of ADVERTISING
Radio
Internet
Newspaper
Television
Magazine
Billboard
Leaflet
Phone
Celebrity
branding
PUBLIC RELATIONPublic relation are the
management function that
identifies , estabilishes and
maintains mutually
beneficial relationship
between origanization
and the various
publics on whom
its success
or failure depents
OUTDOOR
MEDIA
Outdoor advertising is one of the
oldest from of advertising .it
includes posters ,billboards ,
hoarding ,bus bench ,etc
Even a small sign board at the
roadside becomes part of the
outdoor media .
Billboards or hoarding are highly
effective in outdoor media .
Outdoor media
1. Cost effectiveness; outdoor media is one of
the most cost effective way to promote a bard .
The ad once put in the holding can be kept as
long as the weather deteriorated or till you don’t
have a new holding ,since it is not a recurring
investment like television
2. Better reach ; outdoor ads provide better
reach to target audience as compared to other
advertising vehicles . Becoz the outdoor ads
can not be switched off like television. One can
avoid a television ad by changing the channel
but one cannot avoid an outdoor ad by staying
inside home and not going out
3. Potential to reach intended customers; any
advertising whether home base or outdoor is
successful if it reaches out to the target audience
.out of home as brand promotion is visible sites
such as airports advertising ,mall advertising ect.
4. Scope for creativity and constant exposure; advertising is a customer-centric affair and
attracting old/new pool of customers is equally
important for an advertiser to promote his brand or
service. Outdoor ads whether bus or train station
provide constant exposure about the brand to the
general public