introduction to mass communication (notes)

8/12/2019 Introduction to Mass Communication (Notes)

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INTRODUCTION TO MASS

COMMUNICATION

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UNIT 1-MASS COMMUNICATION

Structure

1.0 Unit Objectives

1.1 Introduction

1.2 Meaning of Mass Communication

1.3 Elements of Mass Communication1.4 ifferent t!"es of Media of Mass Communication

1.4.1 #e$s"a"er1.4.2 Maga%ine1.4.3 &oo's1.4.4 (adio1.4.)

*elevision 1.4 .+ ,ilms 1.4.- Com"uter

1.) Im"ortance #eed of Mass Communication1.).1 ,unctions of Mass Communication 1.).2 Im"ortance of Mass Communication

1.+ /ummar!1.- Eercises and uestions1. ,urter (eading

1.0 UNIT OBJECTIVES

*o understand te meaning of Mass Communication

*o discuss te elements involved in Mass Communication

*o stud! te im"ortance of Mass Communication

*o stud! te features of different media of Mass Communication

*o 'no$ te need for Mass communication

1.1 INTRODUCTION

Mass Communication involves communication $it te mass audiences and ence

te name Mass Communication. en $e are tin'ing5 it is intra6"ersonal

communication5 $en tere is face6to6face conversation bet$een t$o "eo"le it isinter"ersonal communication5 college lecture or s"eec $ould be an eam"le of

grou" communication5 but tere is anoter level of communication $en $e read

ne$s"a"ers5 maga%ines5 listen to (adio or $atc *7. *is $ould be called 8Mass

communication9 as te message is reaced to te masses troug different media.

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1. MEANIN! O" MASS COMMUNICATION

Mass Communication is defined as 8 an# mec$anica% &e'ice t$at mu%ti(%es

messa)es an& ta*es it to a %ar)e num+er o, (eo(%e simu%taneous%#9. ,ace to faceconversation is called inter"ersonal communication5 a college lecture or a "ublic

s"eec $ill be eam"les of grou" communication5 $en $e are involved in

tin'ing "rocess5 it is intra6"ersonal communication. In addition to all tese t!"es

of communication $e also indulge in !et anoter level of communication $en $e

read ne$s"a"ers5 maga%ines or boo's5 listen to radio or $atc *7. :s te message

is communicated to a ver! large number of "eo"le or to a mass of "eo"le5 it is

called Mass communication.

Mass communication is uni;ue and different from inter"ersonal communication as

it is a s"ecial 'ind of communication in $ic te nature of te audience and tefeedbac' is different from tat of inter"ersonal communication.

Mass communication is t$e term use& to &escri+e t$e aca&emic stu o,

'arious means +# $ic$ in&i'i&ua%s an& entities re%a# in,ormation to %ar)e

se)ments o, t$e (o(u%ation a%% at once t$rou)$ mass me&ia.

&ot mass communication and mass media are generall! considered s!non!mous

for te sa'e of convenience. *e media troug $ic messages are being

transmitted include radio5 *75 ne$s"a"ers5 maga%ines5 films5 records5 ta"erecorders5 video cassette recorders5 internet5 etc. and re;uire large organi%ations

and electronic devices to "ut across te message. Mass communication is a s"ecial

'ind of communication in $ic te nature of te audience and te feedbac' is

different from tat of inter"ersonal communication.

Mass communication can also be defined as 8a (rocess $ere+# mass (ro&uce&

messa)es are transmitte& to %ar)e anon#mous an& $etero)eneous masses o,

recei'ers/. &! 8mass (ro&uce&9 $e mean "utting te content or message of mass

communication in a form suitable to be distributed to large masses of "eo"le.

8etero)eneous9 means tat te individual members of te mass are from a $idevariet! of classes of te societ!. 8Anon#mous9 means te individuals in te mass

do not 'no$ eac oter. *e source or sender of message in mass communication

does not 'no$ te individual members of te mass. :lso te receivers in mass

communication are "!sicall! se"arated from eac oter and sare no "!sical

"roimit!. ,inall!5 te individual members forming a mass are not united. *e!

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ave no social organi%ation and no customs and traditions5 no establised sets of

rules5 no structure or status role and no establised leadersi".

COU( ?(O@(E//

1.efine 8Mass Communication9A

2.Can !ou call a lecture delivered in !our classroom to be communicated troug

mass communicationA @ive reason.

1. E2EMENTS O" MASS COMMUNICATION

e re;uire a sender5 a message5 a cannel and a receiver for communication to

occur. ,urter tere is feedbac'5 $ic is te res"onse or reaction of te receiver5

$ic comes bac' to te sender troug te same or some oter cannel. :noter

element5 $ic "la!s an im"ortant role in communication5 is noise or te

disturbances. It is observed tat te term mass communication must ave at least

five as"ectsB

arge audience

,airl! undifferentiated audience com"osition

/ome form of message re"roduction

(a"id distribution and deliver!

o$ cost to te consumers

Source 3 /ource or sender of te message ma! become same or different. /ource

mostl! re"resents te institution or organi%ation $ere te idea as been started. In

case of source and te sender being different5 te sender belongs to media

institution or is a "rofessional in media communication. *us5 a scientist or a

tecnologist ma! use te mass communication media imself for "ro"agating is

idea. Or else5 te! can send te scri"t of te message to te media for delivering

te message b! an announcer or a re"orter.

Messa)e- : message needs re"roduction for ma'ing it communicable troug temedia. *e message is "rocessed and "ut to various forms li'e tal'5 discussion

intervie$5 documentar!5 "la!5 etc. in case of radio and *7. In case of ne$s"a"ers5

te message is "rocessed b! means of article5 feature5 ne$s stor!5 etc.

C$anne%- *e term cannel and media are used intercangeabl! in mass

communication. Modern mass media li'e radio5 televisionD ne$s"a"ers s"read te

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message $it enormous s"eed far and $ide. *e abilit! of mass communication to

encom"ass vast boundaries of s"ace is e"ressed b! Mc uan9s term 8 )%o+a%

'i%%a)e9. *e term e"resses tat te $orld is smaller tat before due to advances

in mass communication. More information is coming faster5 at cea"er rates "er

unit5 from farter a$a! and from more sources troug more cannels including

multimedia cannels $it more varied subject matter. Cannels of mass

communication can be classified into t$o broad categoriesB

1. ?rint6ne$s"a"ers5 boo's5 maga%ines5 "am"lets5 etc.

2. Electronic6radio5 television5 cinema.

*ere is also a tird categor! $ic include all traditional media li'e fol' dance5

drama5 fol' songs and so on. *e mass media ma! also be categori%ed according to

teir abilit! to "rovide sensor! in"uts. *us5 visual media are ne$s"a"ers5

maga%ines5 boo's5 still "otogra"s5 "aintings5 etc. *e audio medium is radio andaudio6visual media are television5 motion "ictures5 drama5 etc. :udio6visual media

are more efficient tan eiter audio or visual.

Recei'er 3Mass communication means communication to te mass5 so tere

remains mass of individuals at te receiver end of te communication. *is mass

of receivers5 are often called as mass audience. Mass audience can be defined as

8individuals united b! a common focus of interest to be informed5 educated or

entertainedF engaging in identical beavior to$ards common ends listening5

vie$ing or readingF9. >et te individuals involved are un'no$n to one oter

anon!mousF . *e most outstanding caracteristic of te mass communication is

tat it as a $ides"read audience se"arated from te source b! a considerable

distance. Mass communication as an enormous abilit! to multi"l! a message and

ma'e it available in man! "laces. *e greatest advantage of tis mode of

communication is te ra"id s"read of message to a si%eable audience remaining

scattered far and $ide and tus cost of e"osure "er individual is lo$est.

"ee&+ac*- Mass communication $ill ave indirect feedbac'. : source aving

communicated a message regarding famil! "lanning troug radio5 television or

"rint eiter as to de"end on indirect means li'e surve! of audience reaction5letters and tele"one calls from audience members5 revie$ of te "rogramme b!

columnists to 'no$ te reaction of audience to te message. irect feedbac' $ic

is "ossible in inter"ersonal and to a limited etent in grou" communication5 is

almost absent in te mass communication.

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!ate *ee(in)-*is is again a caracteristic uni;ue to mass communication. *e

enormous sco"e of mass communication demands some control over te selection

and editing of te messages tat are constantl! transmitted to te mass audience.

&ot individuals and organi%ations do gate 'ee"ing. eter done b! individuals

or organi%ations5 gate 'ee"ing involves setting certain standards and limitations

tat serve as guidelines for bot content develo"ment and deliver! of a mass

communication message.

Noise-#oise in mass communication is of t$o t!"es6cannel noise and semantic

noise. Cannel noise is an! disturbance $itin transmission as"ects of media. In

"rint media5 cannel noise $ill be miss"ellings5 scrambled $ords5 omitted lines or

mis"rinting. :n! t!"e of mecanical failure sto"s te message from reacing te

audience in its original form. /emantic noise $ill include language barriers5

difference in education level5 socio6economic status5 occu"ation5 age5 e"erience

and interests bet$een te source and te audience members. One $a! of solvingte "roblem of semantic noise is to use sim"licit! and commonalit!.

C$aracteristics o, Mass communication4

1. irects messages to$ard relativel! large5 eterogeneous and anon!mous

audience.

2. Messages are transmitted "ublicl! no "rivac!F.3. /ort duration message for immediate consum"tion4. ,eedbac' is indirect5 non6eistent or dela!ed

). Cost "er e"osure "er individual is minimum

+. /ource belongs to organi%ation or institutions-. Mostl! one $a!

. Involves good deal of selection tat is5 medium cooses its audience

ne$s"a"er for literatesF and audience coose media "oor5 illiterates select

radioF

G. *ere is need for fe$er media to reac vast and $ides"read audience

because of $ide reac of eac10.Communication is done b! social institutions $ic are res"onsive to te

environment in $ic te! o"erate

COU( ?(O@(E//

1. atc for different communications going around !ou and identif! te

elements of communications in tose "rocesses.

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1.5 DI""ERENT MEDIA O" MASS COMMUNICATION

*ere are different media involved in te "rocess of mass communication. *e!reac ever! corner of te $orld and are ver! "o$erful. *e! invade even te

"rivac! of our bedrooms. *e! inform5 educate5 entertain and "ersuade. *e! alsoel" in te transmission of culture and "erform te job of surveillance of tesociet!. *e! are te mass media. *e "rominent ones5 $ic ave becomeouseold names are ne$s"a"ers5 maga%ines5 boo's5 radio5 film5 television5 andmore recentl!5 satellite *7 and cable *7. Mass media is broadl! divided into "rintmedia and electronic media. ile te "rint media are te oldest5 aving a istor!

of about five undred !ears5 te electronic media are "roducts of te 20t

centur!

tecnological revolution.

1.5.1 T$e Nes(a(er

6Those who do not read the newspaper are uninformed and those who do read

the newspaper are misinformed--Mark Twain.

It is te "rinted means of conve!ing current information. *e modern ne$s"a"er is

a combination of elements from man! societies and man! "eriods of time. Even

before te birt of Crist te (omans "osted ne$sseets called 8acta diurna9 in

"ublic "laces. *e Cinese and =oreans $ere using $ood6carved t!"e and "a"er

for "rinting several centuries before tese a""eared in Euro"e. In te siteent

centur!5 $ell after "rinting ad come to Euro"e5 te 7enetian government "rinted asmall ne$sseet5 $ic could be "urcased for a gazetaa small coinF. *e use of

te $ord 8ga%ette9 to refer to ne$s"a"ers as survived to tis da!. /colars of te

istor! of journalism suggest tat man! features of te modern ne$s"a"er suc as

te editorial5 s"ort articles5 illustrations5 "olitical columns5 and even comics5 $ere

used in one "lace or anoter long before te true mass "ress came into being.

istor# o, Nes(a(er

:ltoug "rinting $as introduced to England in te late 14005 it $as not until

1+215 nearl! a centur! and a alf later tat earl! forerunners of te ne$s"a"er

began to a""ear. *ese $ere called 8corantos9. *eir content focused on foreign

intelligence5 and te! $ere not "ublised regularl!. ,rom te beginning te

"ublication of corantos $as strongl! regulated b! te government. One of te

interesting "atterns discernible in te istor! of "ress $as tat te greater te etent

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to $ic a form of government is actuall! de"endent u"on favorable "ublic

o"inion5 te more li'el! it is to su""ort a free "ress. en te common "eo"le "la!

significant roles in te determination of teir o$n "olitical destin!5 te distribution

of ne$s and "olitical o"inions is an im"ortant "rocess.

*e :merican and te ,renc revolutions began germinating and te $ole fabric

of $estern societ! $as canging. Old "attern $as slo$l! being re"laced b! a ne$

social structure $itin $ic a strong middle class $ould be "rominent. *is

commercialism $as de"endent u"on im"rovement in te availabilit! of various

'inds of communication media. England ad man! s'illed $riters and journalists

li'e :ddison5 /teele5 and aniel efoe. *e colonial "ress $as edited and

"ublised b! "eo"le $o $ere not great literar! figures. *e! $ere still using te

same "rinting tecnolog! used b! !utten+er)5 te first "erson to discover "rinting

"rocedure tree centuries ago. &efore a true mass "ress could develo"5 a series of

s$ee"ing social canges $as necessar! in te societ!. : number of "rinters and"ublisers ad e"erimented $it te idea of a cea" ne$s"a"er tat could be sold

to urban "o"ulation.

7arious a""roaces to tis "roblem $ere tried bot in England and in te United

/tates5 but $itout success. It remained for an obscure #e$ >or' "rinter5

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ne$s gaterers of various 'inds. (e"orters $ere sent to te scene of battles. *e

8sur'ei%%ance9 function of te "ress became $ell establised. *e rising demand

for fres ne$s $as met b! ne$l! formed coo"erative ne$s gatering agencies5

$ic made use of te telegra" $ires. ?rinting tecnolog! $as ma'ing ra"id

strides5 moving to$ard ever6increasing automation. (evolving "resses5 $it "rint

cast in a solid metal stereot!"e5 became ca"able of rolling out 105000 and even

205000 seets and our.

?a"ers continued to gain in "o"ularit!. In 1)0 tere $ere about t$o co"ies of adail! ne$s"a"er "urcased in te United /tates for ever! ten families. *is ra"idgro$t actuall! continued until about te time of orld ar I. *e last decade of

te 1Gt

centur! is one of s"ecial significance in te gro$t of te "ress because it$as te beginning of ne$ 'ind of journalism. 88e%%o 7ourna%ism9 $as one of temost dramatic e"isodes in te develo"ment of "ress.

itin tis com"etitive contet5 brutal struggles for additional readers develo"ed

bet$een te leaders of giant rival "a"ers. *e! $ould figt b! an! means available

to e"and teir circulation figures5 $ic $ere5 of course te 'e! to increased

advertising revenue and "rofits. 7arious features5 devices5 gimmic's5 st!les5 and

e"eriments $ere tried b! eac side to ma'e its "a"er more a""ealing to te mass

of readers.

#e$s"a"ers toda! contain man! of te devices tat $ere actuall! "roducts of te

rivalries of te 1G0s one of tese $as color comics5 an earl! comic caracter $ascalled te 8>ello$ =idd9 from $ic 88e%%o 7ourna%ism/ is said to derive its

name.F 8e%%o 7ourna%ism is a "ejorative reference to journalism tat features

scandal6mongering5 sensationalism5 jingoism or oter unetical or un"rofessional

"ractices b! ne$s media organi%ations or individual journalists.

Intellectuals in general $ere dee"l! $ounded b! !ello$ journalism. :ccording to

tem te great ne$ means of communication5 $ic eld fort te tantali%ing

"otential of mass cultural and moral u"liftment5 $as turning to be societal

degeneration.

eaders in religion5 education5 la$ and government increasingl! voiced strong

"rotests. *e "ress lords $ere faced $it te treat of losing "ublic confidence.

*ese considerations led a number of major "ublisers to begin to "ut teir o$n

ouses in order. (esolution of te conflicts brougt ne$ social arrangements.

@raduall!5 te "ress became less sensational and more res"onsible. : set of codes

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and norms defining its limits and res"onsibilities graduall! became increasingl!

clear.

ile te mass "ress toda! varies in its degree of suc strict codes5 te ecesses of

te !ello$ journalism is a ting of te "ast. *oda!5 te ne$s"a"er is regularl!

"ublised "rinted unbounded ne$s"rint in broadseet or tabloid si%e and serves

general interests of s"ecific communities $it ne$s5 comments5 features5

"otogra"s and advertisements.

"uture o, Nes(a(er

#e$s"a"er $ill undoubtedl! survive $it some furter reduction of mar'et sare.

,e$ canges in literac! or oter factors related to "otential increases in readersi"

are "robabl! in te immediate future. #e$s"a"er "ublication ouses toda! ave

features all modern features li'e InternetD four color offset "rinting5 electronicne$srooms and man! suc gadgets.

*e future ne$s"a"er could be a tablet ne$s"a"er aving li;uid cr!stal CF

screen in $ic te contents could be collected troug tele"one lines or cables.

Ever!ting could be dis"la!ed on te screen at te clic' of a button. :noter major

develo"ment could be tat ne$s"a"er could be customi%ed5 and "eo"le $ill get to

read onl! te tings5 $ic interests tem. *is $a! te readers $ill eercise a lot

of control on te contents of te ne$s"a"er. &ut onl! fe$ "eo"le $ill get access to

suc electronic ne$s"a"er.

COU( ?(O@(E//

1.o discovered "rintingA

2.ist some im"ortant functions of te #e$s"a"erA

3.at is 8!ello$ journalism9A


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#e$s"a"ers5 "rivate "ublising ouses5 societies5 educational institutions or some

religious organi%ations ma! "ublis maga%ines. Even some government

de"artment and "olitical "arties "ublis teir regular maga%ines. Maga%ines are

"ublised $ee'l!5 fortnigtl!5 montl!5 alf !earl! and even !earl!. One of te

earliest maga%ines 'no$n $as teJournal des Scavansfounded in ?aris in 1++)

and initiall! it carried abstracts of boo's.

*e golden age for maga%ines in :merica came in te late alf of te 1Gt

centur!

during $ic cannels of distribution $ere created as transmission net$or'develo"ed. ?a"er "ul" $as no$ cea"erD te "rinting "rocesses $ere im"roved andinvention of linot!"e facilitated automatic t!"esetting. >et anoter advancement$as better "otogra"ic re"roduction.

*oda!5 $e ave maga%ines for ever! to"ic under te sun li'e5 beaut! and fasion5

business and commerce5 art and craft5 education and career5 ealt and grooming5"otogra"!5 automobiles5 electronics5 science and tecnolog!5 etc. maga%ines do

"la! an im"ortant role in information5 education5 and offer variet! of subjects for

entertainment of its s"ecific target readersi".

COU( ?(O@(E//

1.#ame te earliest maga%ine and $at did it "ublis in itA

1.5. T$e Boo*s

Unli'e ne$s"a"ers and television5 te audience si%e of boo's is ver! limited. &ut

still boo's are considered to be credible mass medium because of teir association

$it education s!stem. &oo's rate as an im"ortant mass medium because of te

credibilit! factor. &oo's are credible because of teir association $it formal

education and because te! are durable and long lasting. /ome boo's5 $ic $ere

"rinted several undred !ears age5 are still in eistence.

istor# o, Boo*s-


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te 42 6lineMazarin Bibleand $as "ublised in 14)+. *is mar'ed te beginning

of te era of Mass communication.

@ro$t and develo"ment in boo' "ublising some $at stagnated in te first alf

of te 20

t

centur!. *e reasons being te t$o orld ars and te stoc' mar'etcras. *e "eriod immediatel! after orld ar II sa$ te emergence of man!"ublication ouses bringing out "oc'et boo's. *ese included ?enguin &oo's5:von &oo's5 etc.

&oo's sold to general consumers troug boo'so"s are called trade books.

Paperbacks are sold troug bot boo'stores and ne$sstands. Textbooks are for

te elementar!5 ig scool and college students.Professional or scholarlyboo's

are meant for universit! students and e"erts. &oo's enjo! 8,ree&om o, content9

and cover all te to"ics and subjects and tus are striving $ell in "resent times.

COU( ?(O@(E//

1.ic boo' did Hoann @uttenberg "rint and in $ic !earA

1.5.5 T$e Ra&io

!u)%ie%mo Marconi of Ital! invented a $a! to transmit sound $itout using $ires.

&! 1G015 Marconi succeeded in creating a $ireless communication lin' bet$een

Euro"e and #ort :merica. In 1G0+5 ee ,orest $it Hon ,leming "erfected te

8audion9 or te vacuum tube5 $ic made clear transmission of voice and music"ossible. *ese develo"ments "aved te $a! for te first ever broadcast tat too'

"lace on Cristmas Eve5 in 1G0+ in U/:. ater it too' ten !ears of ard $or' to

"erfect te radio.

(adio establised its "lace ver! fast in te minds of listeners.


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(adio "rogrammes ma! be classified into t$o broad grou"sB

1. /"o'en $ord "rogrammes5 $ic include ne$s bulletins5 tal's5 discussions5

intervie$s5 educational "rogrammes for scools and colleges5 s"ecific

audience "rogrammes directed at $omen5 cildren5 rural and urban listeners5

drama5 radio features and documentaries.

2. Music "rogrammes5 $ic include disc joc'e! "rogrammes5 musical

"erformances of all t!"es and variet! "rogrammes.

Stren)t$ o, t$e Ra&io

1. (adio reaces messages to illiterates5 neo6literates and igl! educated

receivers simultaneousl!.

2. It is a fairl! affordable to be o$ed b! ever!one.

3. *e $ant of visual effect is com"ensated b! sound effects5 bot natural andmecanical and so live effect is moderatel! ig. *e ;ualit! of voice and

sound ma'es te communication fairl! enjo!able.

4. Musical sound effect enlivens te communication and often brea's

monoton!.

). It as te ca"acit! to deliver instantaneous messages.+. (adio does not re;uire ca"tivit!. isteners can receive messages even $en

te! are $or'ing. ,armer ma! listen to farm "rogrammes $ile $or'ing infields5 a bus! eecutive ma! listen to ne$s bulletin even $ile driving or aouse$ife ma! listen to er favorite "rogramme even $ile $or'ing in te

'itcen.-. (adio does not re;uire "o$er line for o"eration and so "eo"le in remote

villages devoid of "o$er lines can also receive messages from tis medium.

. Once a transistor radio is "urcased5 messages flo$ constantl! and no cost is

involved for rece"tion of messages.

:ea*ness o, t$e Ra&io

1. Communication troug radio lac's visual com"onent and so does not

demonstrate but suggests.2. /"o'en messages are subject to inter"retation of listeners according to teir

imagination5 e"erience and "redis"ositionD ence "ossibilit! of

misinter"retation is ver! ig.

3. isteners need lot of imagination and terefore understanding of message

de"ends largel! on te caracteristics of te receivers.

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4. Communication is time limited and "resents tin! fragments of to"ics in a

a"a%ard mosaic. *e medium as also limitations because of its audio

nature.

). (eceivers cannot "ut off listening "arts of message for subse;uent listening

at teir convenience.

"uture o, Ra&io

(adio9s future is a m!ster!. It is not eas! to "redict te future of radio. *e future

of radio $ould de"end on canging regulator! scenarios5 tecnological

develo"ments and cange of listener9s a""eal. (adio9s current locali%ation and

s"eciali%ed "rogramming $ill continue. *ecnologicall!5 radio transmission $ill

im"rove greatl!. ,M $ill continue to gro$ faster and bigger.

COU( ?(O@(E//1.@ive t$o strengt and t$o $ea'nesses of te radioA

1.5.; Te%e'ision

Unli'e oter forms of mass media5 television as become one of te most "o$erful

media of Mass communication. it a modest beginning in te 1G30s5 it as

gro$n into a massive net$or' of mass information and mass entertainment in

toda!9s $orld. *e attraction of te 8 'isua% ness9 of te medium ma'es "eo"le

remain glued to te *7 set for ours. *elevision ca"tures our imagination and is

te most com"lete and dramatic of all mass media. In addition to "roviding ne$s

and events5 television also "ac'ages fiction5 drama5 culture5 econom! and man!

oter tings. *us5 tis idiot bo because it "rovides ever!ting on a "latter and

$e need not do an! tin'ingF as been increasing its old on us.

istor# o, Te%e'ision

*e inventions and discoveries in te late 1GG0s and earl! t$entiet centur!5 $ic

gave us radio5 films and te tele"one5 also lead to te invention of te television.

V%a&imir


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oordarsan $as te onl! cannel available troug 1G05 te *7 in India as

com"letel! canged $it te arrival of "rivate *7 cannels.

Stren)t$ an& ea*ness o, Te%e'ision

It as all te strengt of radio ece"t tat it needs ca"tive audience5 as not

attained "ortabilit! and miniaturi%ation and needs "o$er line for ine"ensive

$or'ing. *7 vie$ing is essentiall! a famil! affair and so el"s famil! unit!. It is

far from slo$ and availabilit! is constant. (e"etition of message does not incur

e"ense ece"t nominal fees for cable connections. *elevision li'e radio5 is in all

sense a 8no$9 medium.

*elevision gives cursor! overvie$ of te events and is never ca"able of "roviding

in6de"t anal!sis and re"orting. It is severel! time limited and "resents tin!

fragments of to"ics. *elevision "rogrammes s'i" and jum"s demands constantcange of mental gears from "rogrammes to commercial5 from documentar! to

cartoon and ne$s. :lso contents are ig in entertainment and lo$ in information.

?o$er line is needed for its ine"ensive o"eration and batter! o"erated television

sets are most e"ensive.

COU( ?(O@(E//

1.ic :merican scientist develo"ed te first ever televisionA

1.5.= "i%ms

,ilms refer to all documentar!5 educational5 feature5 informational and

advertisement cinemas. : film is considered a mass medium because it reaces to

a ver! large audience. It is not as immediate as ne$s"a"er5 television or radio5 but

reac a large number of "eo"le over a long "eriod of time. ,ilm does not ave a

$ell6defined audience li'e oter major mass media. It also lac's te over$elming

"resence as enjo!ed b! radio5 *7 and ne$s"a"ers5 etc. but still it as one ver! big

advantage tat is it commands attention. Once inside te dar'ened teatres5

audience members forget te outside $orld and become ca"tive to te carm of te

film. *e larger tan life format of film from 1+mm5 3)mm5 -0mm5 cinema sco"eto te most recent I6ma formatF "rovides te film "roducer absolute control over

emphasis order of presentation continuity dramatic effect and timing! *us film

as become a su"erb medium of entertainment5 instruction and "ersuasion.

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istor# o, "i%ms

en individual "otogra"s or visuals are so$n one after te oter at a ver! fast

rate5 ten $e get an illusion of motion or movement. Cinema $or's on te

"rinci"les of 8"ersistence of vision95 $ic means tat te e!e retains an image for

fleeting seconds after it is gone. Efforts ad started ver! earl! to create illusion of

motion. Man! devices $ere invented for tis "ur"ose. ong bac' eonardo da

7inci develo"ed te camera obscura. In 1+-15 =ircer develo"ed te 8magic

lanterns9.

?otogra"! and "rojection $ere united $en /tanford develo"ed te8oo"rainosco"e9. /oon *omas :lva Edison invented te electric bulb and man!oter suc develo"ments too' "lace. *en came te 2umiere +rot$ers $o

"roduced and started aving commercial so$s of sort soot and so$ films.

/oon oters follo$ed and b! te beginning of te 20t

centur!5 film became tesecond mass medium after ne$s"a"ers. 7er! soon films became a form of famil!entertainment. Movie teaters o"ened ever!$ere and "eo"le $anted to see moreinteresting contents. /o feature films came into eistence. *e combination of alltese factors made cinema a booming industr!.

,ilm as ad an enormous im"act on te audiences. One reason is it is not

im"osed. It does not come to us and instead $e go to teatres to $atc films.

Usuall! te films deal $it universal temes so language barrier is minimal and $e

can torougl! enjo! film of anoter language if $e li'e te teme.

Stren)t$ an& ea*ness

Cinemas are re"lica of dramas in natural settings and so influence audience. Even

m!ts are de"icted as if te! are real. Cinema is an audio 6visual medium and is

ric in live effect and demonstrates as $ell as suggests. etails are etensive

troug sound5 music5 visual effects5 and s'illful "roduction5 editing and role6

"la!ing. ramati%ation of te "resentation sets tem"o and mood of te audience.

:nd most significant attribute of film is tat it reaces messages to illiterates5 neo

literates5 and moderatel! educated and igl! educated "eo"le aving basic visualliterac!.

/election of sets and "ro"s in films sometimes confuse te audience5 ma'es te

communication abstract and creates misunderstanding. Crime and obscene

adversel! affect te societ! and so realistic censorsi" is re;uired for te $elfare of

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te societ!. Cost of e"osure is moderatel! ig es"eciall! in case of commercial

cinema.

"uture o, ,i%ms

In its centur! old eistence cinema as faced fe$ sa'es u"s. ,irst it $as

television. /'e"tics tougt no one $ould $atc films in teatres5 as so muc $as

available on television $it in te comforts of one9s ome. &ut soon it $as found

tat *7 de"ends too eavil! on films and films form a considerable "art of *7

"rogramming.

*en came videocassettes. #o$ it is videodiscs. *ese eliminate te necessit! of

Jgoing outK to te teatres to be entertained. &ut te fact tat cinema is triving

"roves tat mass media sare a s!mbiotic relationsi" and are not mutuall!

destructive. Of course5 cinema is not sitting idle. It is facing te treat "osed b!oter media ead6on.

Com(uters

*ere is a rising use of "ersonal com"uters b! individuals at ome and in offices.

*oda!5 average "erson as te s'ill to use basic com"uter in dail! life. :s te

essence of mass communication is tat "rofessional communicators o"erate te

1-


18/70

media to a large and eterogeneous audience5 a com"uter net$or' in $ic "eo"le

send messages to eac oter $ill be a different 'ind of "rocess altogeter.


19/70

1G


20/70

te first $it te ne$s. uite man! individuals are a$are of tis gain

and so collect ne$s from various media sources.

2F ?rovide social base for "ersonal intercangeB Individuals remain a$arein advance about $at $ill be te subject of interaction $it teirfriends5 o$ and $at "arts of te mass media content $ill be igl!desirable during conversation $it oters and so on.

3F @ains in and feeling for 'no$ledgeB individuals remain 'no$ledgeable

about te information on te environment and tat encourage tem to

see' more 'no$ledge and satisf! teir curiosit!.

COU( ?(O@(E//

1.at do $e mean b! 8/urveillance9A

In,ormation4 *e ;ualit! of our life $ould be "oorer $itout te bit of

information $e get from mass media. In te $estern countries5 information is no$regarded as "o$er. *e more informed !ou are5 te more "o$erful !ou become.

*ose $o ave access to information can ta'e advantage of it in teir o$n

interest. Mass communication "rovides us enormous information about te

environment in $ic $e live. Information suc as ne$s of $ar5 danger5 crisis5

eart;ua'e5 famine5 etc. is im"ortant for tat el"s us in ta'ing a""ro"riate ste"s to

safeguard our interests.

Entertainment4 e all need entertainment to brea' te monoton! of our ectic

stressful life and divert our attention from te troubles and tensions. /uc diversion

$ill ave a "ositive im"act on our lives. Mass media "rovides a variet! of

entertainment to audiences troug films5 *7 so$s5 drama5 dance5 music5 art5

comed!5 games5 animation5 etc.

@ersuasion4 ?ersuasion is an alternative term used to denote an act of influencing

oters. One of te most im"ortant functions of mass communication is to "ersuade

te oter "erson. It is onl! troug "ersuasion tat one can control and govern

oters. &ut it is also "ossible tat one ma! resort to "ersuasion $it a bad motive.

*e receiver must be careful about te source of suc "ersuasion. *e "ersuasive

"otential of mass communication is used eavil! in bot develo"ing and develo"edcountries. Media are etensivel! used for socio6economic "rogress and for sales

"romotion of te consumer goods.

Instruction4 Mass communication el"s to instruct5 educate and sociali%e te

members of te societ!. Mass communication "rovides a fund of 'no$ledge5

e"ertise and s'ills tat enable "eo"le to o"erate as effective members of societ!.

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It also creates a$arenessD give direction and o""ortunit! to audience troug

"ositive im"act of mass media.

Corre%ation4 *is term $as used b! ass$ell and is an im"ortant function of mass

communication. *e role of mass media in correlation function $as termed as

8"orum9 b! /cramm. *e mass communication in te role of forum is for te

ecange of comments and criticism. *e said function of mass communication

arouses interests troug lead articles5 editorials5 s"ecial articles in case of

ne$s"a"ers and maga%ines and ne$s commentar!5 current affairs in case of radio

and television. *e "ur"ose is to im"rove te ;ualit! of usefulness of te

information for te citi%en. ,orum im"lies a "latform $ere ecange of vie$s

ta'es "lace. *is function of media tus enables te audiencereaders to $iden

teir understanding about te environment and events a""ening all around tem.

De+ate an& &iscussion4 It is troug debate and discussion in media tat te"ublic can clarif! different vie$"oints on issues of "ublic interests and arrive at a

general agreement on matters tat concern us all. :lso te audience gets a cance

to "resent teir vie$s troug debate and discussions in tal' so$s troug

different mass media.

Cu%tura% @romotion4 Media educate te "eo"le to$ard better living and

"reserving te traditions of te societ!. Mass media "rovide an o""ortunit! for

culture to be "reserved and "romoted. It "resents different cultures5 beliefs and

customs from different countries and el"s us "romote ours to all "art of te $orld.

*us5 individuals come to 'no$ one anoter5 understand and a""reciate oter9s

$a!s of life and tereb! develo" tolerance to$ards one anoter.

COU( ?(O@(E//

1.at are te main functions of Mass communication mediaA

1.;. Im(ortance o, Mass me&ia

6?ervasiveness of Mass Media

6Mass Communication Informs6Mass Media Entertains

6Mass Communication ?ersuades

6Mass Communication &inds

*e mass media ave an im"ortant role in modern democratic societ! as te main

cannel of communication. *e "o"ulation relies on te ne$s media as te main

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source of information and te basis on $ic te! form teir o"inions and voting

decisions. :n! selection of messages in te mass media $ill tus ave a "rofound

effect on te entire societ!.

Com"etition as become increasingl! 'een in te area of te mass media as te!

'ee" figting for te attention of te readers5 listeners5 and *76vie$ers. *e life

and deat of eac ne$s"a"er and *7 station is at sta'e ere $en te income from

advertising and s"onsoring is "ro"ortional to te number of readers or vie$ers. *e

"rinted media ave "roblems com"eting $it te electronic media as sources of

ne$s. In order to survive5 te! are increasingl! turning to oter strategies suc as

entertainment5 titillation5 scandal mongering5 and s"reading fear and s"ending

fe$er resources on serious researcing of ne$s. *is is not onl! about te survival

of te fittest of te ne$s mediaD it is also about cultural selection and "olitical

selection.

*e ne$s media are te most im"ortant cannels for te "ro"agation of culture5

ideas5 and o"inions. Most o"inion formation ta'es "lace $en "eo"le sit and $atc

ne$s and debates on television. :nal!%ing te cultural selection in te electronic

information societ!5 $e find tat an im"ortant "art of te selection lies in te

coice bet$een *7 cannels. Millions of la%! vie$ers sit in teir comfortable

armcairs $it remote controls in teir ands %a""ing bet$een action films5

revivalist "reacers5 and commercials for a ne$ fragrance5 ardl! reali%ing tat b!

coosing $ic cultural and "olitical influences te! e"ose temselves to5 te!

also cose te cultural and "olitical evolution of teir countr!.

It is ver! im"ortant to anal!%e $ic selection criteria are in effect ere. *e

electronic media are first and foremost "acif!ing. It is a relaation macine5 and

te vie$er $ants to be entertained. *e faces on te screen are not cosen for teir

o"inions but for teir entertainment value. *7 stations do not com"ete on

ideologies but on sense im"ressions. :n etreme eam"le is music videos5 satiated

$it fast canging sense im"ressions in sound as $ell as in "ictures.

Media scientists ave often discussed o$ muc influence te media ave on

"eo"leNs o"inions. ?eo"le tend to selectivel! read $at te! alread! agree $it andto rationali%e teir "reformed o"inions in te face of contrar! arguments.

E"erimental evidence seems to indicate tat te mass media ave little "o$er to

cange "eo"leNs o"inions on issues for $ic te! alread! ave formed a strong

o"inion5 but te! ave a "rofound influence $en it comes to setting te agenda

and "riming "eo"le on ne$ issues.

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e live in te age $ere mass communication "erforms certain functions tat are

useful to us. It is troug mass communication tat millions of audience is e"osed

to a variet! of messages eac da!. ile man! consumers of media are satisfied

$it an! single cannel of mass communication5 tere are oters $o see'

e"osure to more tat one cannel. *ere is increasing aniet! about te adverse

effect of mass communication on societ! in general and individuals in "articular.

In s"ite of limited reac5 mass communication is so central to societ! tat life

seems inconceivable $itout mass media. *e! inform and sa"e our social life.

*eir influence is "ositive if te! are able to fulfill te information and

entertainment needs of te "eo"le in accordance $it te eisting norms5 values

and culture in societ!. Usuall!5 te mass communication messages are "ositive li'e

conve!ing messages for communal armon!5 "eace5 anti6terrorism5 anti6social

evils5 anti6drugs5 etc.

*e ne$s"a"er can influence te "eo"le to a large etent creating a$areness and

"olitical develo"ment. &roadcasting under government control can be use for te

"ur"ose of education5 social cange and develo"ment of te societ!. ,ilms can

bring for$ard unealt! social issues of our societ! and "romote "eace and

armon! $itin communities. *us5 tese mass media can contribute immensel!

to$ards nation develo"ment and social a$areness.

Media li'e television and cable television can sometimes ave bad effect in our

societ!. *e audience of tese media are $atcing ever!ting being telecasted in

o"e of entertaining temselves5 be it violence5 vulgarit!5 etc. besides tis5

advertising also leaves images and im"act on !oung minds. *e! give cildren a

materialistic $orld5 $ic desires unaffordable tings. :lso too muc of television

$atcing is creating ealt "roblems of obesit! and diversion from studies5 slee"

and eating "ro"er diet.

Mass communication does influence and even reflectF social values and "ractices5

but tis influence is al$a!s in combination $it a $ole lot of oter socio6cultural

and economic and "olitical factors. &! temselves5 te media ave little "o$er to

influence5 cange and develo". ,or eam"le5


24/70

COU( ?(O@(E//

1. EERCISES AND UESTIONS

1.iscuss o$ Mass communication is a "o$erful form of

communication. 2.at are te main functions of mass mediaA

3.at are te elements of Mass communicationA

4.&riefl! describe te im"ortance and istor! of #e$s"a"er as a mass

communication mediumA).at do $e mean b! 8mass media9A ist some im"ortant mass media and

discuss teir im"ortance in toda!9s $orld.

2-

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1. "URTER READIN!

1. Mass Communication evelo"ment r. &aldev (aj @u"ta

2. Mass Communication in India =eval H =umar3. Mass Communication Hournalism in India / Meta4. Mass Communication *eor! enis Mc uail

2)


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UNIT -MODE2S O" MASS COMMUNICATION

Structure

2.0 Unit Objectives

2.1 Introduction

2.2 Models of Mass Communication2.2.1a%arfield *$o /te" flo$ 2.2.2 e"endenc! model 2.2.3 :genda /etting Effect

Model 2.2.4 Model of @ate =ee"ing

2.3 /ummar!

2.4 Eercises and uestions

2.) ,urter (eading

.0 UNIT OBJECTIVES

*o e"lain te meaning of 8Model9

*o discuss te various models of Mass Communication

*o stud! te im"ortance of Mass Communication models

*o stud! te features of different models of Mass Communication

.1 INTRODUCTION

Models "rovide teorists $it a structure for assembling teir findings5 $ic ma!

subse;uentl! be tested in te 8real $orld9. /o models of mass communication are

gra"ical re"resentations tat e"lain troug diagrams5 figures and b! all oter

suc means so as to clear te conce"ts. In fact5 a model can be called as an

a""roimate $a! of e"laining a teor!. @enerall!5 a model means someting5

$ic is ideal to be follo$ed and imitated. In a teor! $e use $ords to e"lain a"enomenon5 a model e"lains te "rocess $it te el" of tables5 "otogra"s5

carts5 dra$ings5 etc. suc dra$ings $ill e"lain te im"lications5 im"acts and te

interactive connections bet$een various elements involved in te conce"t being

e"lained.

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COU( ?(O@(E//

1.at do !ou mean b! a model of mass communicationA

. MODE2S O" MASS COMMUNICATION

..1 2a9ar,ie%& To Ste( "%o

istor# an& Orientation

?aul a%arsfeld5 &ernard &erelson5 and


28/70

Conce(tua% Mo&e%

/ourceB =at% a%arsfeld 1G))F

De'e%o(ment o, t$e To-ste( "%o o, Communication t$eor#

:s $it most teories no$ a""lied to :dvertising5 te *$o6ste" flo$ of Mass

communication $as first identified in a field some$at removed fromcommunications6sociolog!. In 1G45 ?aul a%arsfeld5 &ernard &erelson5 and


29/70

discover! considering te relationsi" bet$een media and its target $as not te

focus of te researc5 but instead a small as"ect of te stud!.

a%arsfeld suggested Lideas often flo$ from radio and "rint to te o"inion leaders

and from tem to te less active sections of te "o"ulation.L ?eo"le tend to be

muc more affected in teir decision ma'ing "rocess b! face 6to6face encounters$it influential "eers tan b! te mass media. *e studies b! a%arsfeld and is

associates s"ar'ed interest in te eact ;ualities and caracteristics tat define te

o"inion leader. Is an o"inion leader influential in all cases5 on all to"icsA Or is te

influence of an o"inion leader constrained to certain to"icsA


30/70

teir social circles. *e! acieve tese "ositions based on teir 'no$ledge of

situations outside teir circles.

COU( ?(O@(E//

1.o gave te *$o6ste" flo$ modelA

2.o are te 8O"inion leaders9A

.. De(en&enc# Mo&e%


e"endenc! model $as originall! "ro"osed b! /andra &all6(o'eac and Melvin

e,leur 1G-+F. *e model of tis teor! merged out of te communication

disci"line.

e"endenc! teor! integrates several "ers"ectivesB first5 it combines "ers"ectives

from "s!colog!D second5 it integrates s!stems "ers"ectives $it elements from

more causal a""roaces. *ird5 it combines elements of uses and gratifications

researc $it tose of media effects. *raditions. Its "rimar! focus is less on effects

and more on $! media effects t!"icall! are limited. ,inall!5 a conce"tualist

"iloso"! is incor"orated into te teor!5 $ic also features traditional concerns

$it te content of media messages and teir effects on audiences.

Core Assum(tions an& Statements

e"endenc! teor! "ro"oses an integral relationsi" among audiences5 media and

te larger social s!stem. *is teor! "redicts tat !ou de"end on media

information to meet certain needs and acieve certain goals5 li'e uses6and6

gratifications teor!. &ut !ou do not de"end on all media e;uall!. *$o factors

influence te degree of media de"endence. ,irst5 !ou $ill become more de"endent

on media tat meet a number of !our needs tan on media tat "rovide just a fe$.

*e second source of de"endenc! is social stabilit!. en social cange and

conflict are ig5 establised institutions5 beliefs5 and "ractices are callenged5

forcing !ou to reevaluate and ma'e ne$ coices. :t suc times !our reliance onte media for information $ill increase. :t oter5 more stable times !our

de"endenc! on media ma! go $a! do$n.

One9s needs are not al$a!s strictl! "ersonal but ma! be sa"ed b! te culture or b!

various social conditions. In oter $ords5 individuals9 needs5 motives5 and uses of

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media are contingent on outside factors tat ma! not be in te individuals9 control.

*ese outside factors act as constraints on $at and o$ media can be used and on

te availabilit! of oter non6media alternatives. ,urtermore5 te more alternatives

and individual ad for gratif!ing needs5 te less de"endent e or se $ill become

on an! single medium. *e number of functional alternatives5 o$ever5 is not just

a matter of individual coice or even of "s!cological traits but is limited also b!

factors suc as availabilit! of certain media.

Conce(tua% Mo&e%

/ocial s!stem Media s!stem

:udiences

Effects

*is model is te general idea of te de"endenc! teor!.

COU( ?(O@(E//

1.at does e"endenc! teor! "redictsA

2.o "ro"osed te e"endenc! modelA

E(%anation

*is teor! states tat te more de"endent an individual is on te media for aving

is or er needs fulfilled5 te more im"ortant te media $ill be to tat "erson.

CritiFue4

Media e"endenc! *eor! "redicts a correlation bet$een media de"endence and

im"ortance and influence of te media5 but eac "erson uses te media in different

$a!s. :lso5 te media affects eac "erson in different $a!s. It as e"lanator!

"o$er5 but more of "redictive "o$er because it "redicts o$ de"endenc! on te

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media correlates $it im"ortance of te media to a certain "erson. /o $e can sa!

tat media de"endenc! model isB

(elativel! sim"le to understand.

It can be "roven false. If a "erson is not de"endent on te media5 media $illnot be of great im"ortance to tat individual.

It is internall! consistent5 $it meta6teoretical assum"tions on te same

side.

It is a s"ringboard to furter researc5 es"eciall! so5 since it came from oterteories.

It el"s to organi%e and relate oter media effect teories.

.. A)en&a Settin) ? E,,ect Mo&e%

$%ere may lie the most important effect of mass communication its ability tomentally order and organize our world for us! &n short the mass media may not be

successful in telling us what to think but they are stunningly successful in telling

us what to think about!$

/a$ McCombs5 1G--

:genda setting is a t!"e of "ublic o"inion researc focused5 not on "ersuasion and

attitude cange5 but on te salience or "rominenceF of issues on te agendas of

media5 "ublic or "olic!6 ma'ers. McCombs /a$Ns agenda6setting !"otesis

1G-2F contends tat te mass mediaNs "ervasiveness5 along $it te "assivit! of

audiences5 lends it a tremendous "o$er to sa"e o"inionD also5 tat te mediaNs

agenda is dis"ro"ortionate to objective measures5 or real6$orld indicators5 of

various social "roblems.


:genda setting describes a ver! "o$erful influence of te media P te abilit! to tell

us $at issues are im"ortant. :s far bac' as 1G225 te ne$s"a"er columnist alter

i""man $as concerned tat te media ad te "o$er to "resent images to te

"ublic. McCombs and /a$ investigated "residential cam"aigns in 1G+5 1G-2 and1G-+. In te researc done in te! focused on t$o elementsB a$areness and

information. Investigating te agenda6setting function of te mass media5 te!

attem"ted to assess te relationsi" bet$een $at voters in one communit! said

$ere im"ortant issues and te actual content of te media messages used during te

cam"aign. McCombs and /a$ concluded tat te mass media eerted a

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significant influence on $at voters considered to be te major issues of te

cam"aign.


:genda setting is te creation of "ublic a$areness and concern of salient issues b!

te ne$s media. *$o basis assum"tions underlie most researc on agenda6settingB

1F te "ress and te media do not reflect realit!D te! filter and sa"e itD 2F media

concentration on a fe$ issues and subjects leads te "ublic to "erceive tose issues

as more im"ortant tan oter issues.

One of te most critical as"ects in te conce"t of an agenda6setting role of mass

communication is te time frame for tis "enomenon. In addition5 different media

ave different agenda6setting "otential. :genda6setting teor! seems ;uite

a""ro"riate to el" us understand te "ervasive role of te media for eam"le on"olitical communication s!stemsF.

&ernard Coen 1G+3F statedB J*e "ress ma! not be successful muc of te time

in telling "eo"le $at to tin'5 but it is stunningl! successful in telling its readers

$at to tin' about.K

Conce(tua% Mo&e%

:ccording to te a)en&a-settin) t$eor#5 mass media set te agenda for "ublic

o"inion b! igligting certain issues. /tud!ing te $a! "olitical cam"aigns $ere

covered in te media5 /a$ and McCombs found te main effect of ne$s media to

be agenda6setting5 telling "eo"le not $at to tin'5 but $at to tin' about.

:genda setting is usuall! referred to as a function of mass media and not a

33


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teor!.*e teor! e"lains te corres"ondence bet$een te rate at $ic media

cover a stor! and te etent tat "eo"le tin' tat tis stor! is im"ortant. *is

corres"ondence as re"eateadl! been so$n to occur.

:genda6setting is believed to occur because te "ress must be selective in

re"orting te ne$s. #e$s outlets act as gatekeepers of information and ma'e

coices about $at to re"ort and $at not. at te "ublic 'no$ and care at an!

given time is mostl! a "roduct of media6gate'ee"ing.

*e agenda6setting function is a 3 "art6"rocessB

1. Media :genda 6 issues discussed in te media

2. ?ublic :genda 6 issues discussed and "ersonall! relevant to te "ublic3. ?olic! :genda 6 issues tat "olic! ma'ers consider im"ortant

*e agenda6setting model validated te normative findings of man! researcers

concerning mass mediaNs effects on societ!. evelo"ed $itin mass

communications researc5 te field as evolved into a robust field of in;uir! for

communication scolars and tose in man! different disci"lines5 as $ell. *e term

Lagenda6settingL as even infiltrated "o"ular culture.F :genda6setting researc as

gro$n more so"isticated. ?olic! and inter6media agenda setting ave become

"o"ular researc areas.

*e basic ideas of te :genda Effect teor! can be traced bac' to te $or' of

alter i""mann5 a "rominent :merican journalist. i""mann 1G22F "ro"osedtat "eo"le did not res"ond directl! to events in te real $orld but lived in a

pseudo'en(ironment com"osed of Lte "ictures in our eadsL. *e media $ould

"la! an im"ortant "art in te furnising of tese "ictures and sa"ing of te

"seudo6environment.

:genda6setting teor! as a long and storied istor! tat stems from t$o different

disci"lines5 culminating $it McCombs and /a$Ns 1G-2 $or' L*e agenda6

setting function of mass media.L McCombs and /a$ fused bot mass

communication teor! and "ublic o"inion teor! about agenda formation into teir

self6titled agenda6setting !"otesis. &efore teir 1G-2 article bot masscommunication and "ublic o"inion teorists ad inde"endentl! dealt $it o$ and

$at effects issues ave $en te! become im"ortant to te media and te "ublic

res"ectivel!. McCombs and /a$ suggested tat a mass mediated agenda affects

te "ublic troug a Lsim"leL increase in re"orting on an issue and at te same time

te "ublic interest increases due to salience and ubi;uit! of tat issue to te "ublic

at large.

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Mass Communication A)en&a T$eor# t$rou)$ @oer,u% E,,ects Mo&e%s

Earl! mass media researc about te setting of a mediated agenda focused on

$ere te agenda $as coming from and o$ it $as formed. Concurrentl!5

a%arsfeld and Merton 1G4F suggested te media $as controlled b! big business

and "o$erful organi%ations5 $it te im"lication tat tese businesses and

organi%ations actuall! set te agenda for te media. *e


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*e "rocess of decision6ma'ing de"ends u"on te "olicies5 li'es5 and disli'es of

te organi%ation. It decides $eter te information $ill be allo$ed to enter and

continue in te cannel. *e audience5 terefore5 receives te re"orter9s and

editor9s version of te da!9s event and not necessaril! $at ma! be te realit!.

*us5 inter"osed bet$een te sender and te audience are te editors $eter in

"rint journalism5 *7 or radio $o as gate'ee"ers5 determine $at te "ublic reads5

listens to or $atces. *erefore5 te audience9s e"osure to an event9s realit! is in

te gate'ee"er9s ands.

*is model is ;uite realistic in te modern media scenario5 "articularl! te ne$s

media. *e onl! dra$bac' being tat it a""lies onl! on te mass media and fails to

ta'e account of te relationsi" bet$een te mass media and te oter s!stems

troug $ic $e fit into societ! li'e famil!5 $or'5 friendsi"s5 scool5 curc5

trade unions and all oter formal and informal net$or's of relationsi". #ormall!5one is not as de"endent u"on te media as tis model im"lies.

1

1

A

A C B

m c

5

@ate 'ee"ing Model

A ere5 is sender $o receives messages from man! sources Q15 Q25 Q35 Q45RQand according to is "erce"tion of event $rites a re"ort and sends it to gate'ee"er C$o "erforms te editorial6communicating functionD tat is te "rocess of deciding

$at and o$ to communicate. C5 terefore5 'ee"ing te s"ecific audience in mind5ma! em"asi%e or deem"asi%e a certain "oint in te message to stri'e a balance and

ten sends it to te audience B.

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=urt e$in $as a""arentl! te first one to use te term Lgate'ee"ing5L $ic e

used to describe a $ife or moter as te "erson $o decides $ic foods end u" on

te famil!Ns dinner table. *e gate'ee"er is te "erson $o decides $at sall "ass

troug eac gate section5 of $ic5 in an! "rocess5 tere are several. :ltoug e

a""lied it originall! to te food cain5 e ten added tat te gating "rocess could

include a ne$s item $inding troug communication cannels in a grou". *is is

te "oint from $ic most gate'ee"er studies in communication are launced.

ite 1G+1F $as te "erson $o sei%ed u"on e$inNs comments and turned it

solidl! to$ard journalism in 1G)0.

In te 1G-0s McCombs and /a$ too' a different direction $en te! loo'ed at

te effects of gate'ee"ersN decisions. *e! found te audience learns o$ mucim"ortance to attac to a ne$s item from te em"asis te media "lace on it.

McCombs and /a$ "ointed out tat te gate6 'ee"ing conce"t is related to te

ne$er conce"t5 agenda6setting. McCombs et al5 1G-+F. *e gate'ee"er conce"t is

no$ )0 !ears old and as sli""ed into te language of man! disci"lines5 including

gate 'ee"ing in organi%ations.


*e gate'ee"er decides $ic information $ill go for$ard5 and $ic $ill not. In

oter $ords a gate'ee"er in a social s!stem decides $ic of a certain commodit!

P materials5 goods5 and information P ma! enter te s!stem. Im"ortant to reali%e is

tat gate'ee"ers are able to control te "ublic9s 'no$ledge of te actual events b!

letting some stories "ass troug te s!stem but 'ee"ing oters out. @ate'ee"ers

can also be seen as institutions or organi%ations.

In a "olitical s!stem tere are gate'ee"ers5 individuals or institutions5 $ic

control access to "ositions of "o$er and regulate te flo$ of information and

"olitical influence. @ate'ee"ers eist in man! jobs5 and teir coices old te

"otential to color mental "ictures tat are subse;uentl! created in "eo"le9sunderstanding of $at is a""ening in te $orld around tem. Media gate 'ee"ing

so$ed tat decision6ma'ing is based on "rinci"les of ne$s values5 organi%ational

routines5 in"ut structure and common sense. @ate 'ee"ing is vital in

communication "lanning and almost all communication6"lanning roles include

some as"ect of gate 'ee"ing.

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*e gate'ee"er9s coices are a com"le $eb of influences5 "references5 motives

and common values. @ate 'ee"ing is inevitable and in some circumstances it can

be useful. @ate 'ee"ing can also be dangerous5 since it can lead to an abuse of

"o$er b! deciding $at information to discard and $at to let "ass. #everteless5

gate 'ee"ing is often a routine5 guided b! some set of standard ;uestions.

Conce(tua% Mo&e%

/ourceB ite 1G+4F

"a'orite Met$o&s

Intervie$s5 surve!s5 net$or' anal!sis.

Sco(e an& A((%ication

*is teor! is related to te mass media and organi%ations. In te mass media te

focus is on te organi%ational structure of ne$srooms and events. @ate 'ee"ing is

also an im"ortant in organi%ations5 since em"lo!ees and management are using

$a!s of influence.

COU( ?(O@(E//

1. E"lain 8gate 'ee"ing9A

2. o "ro"osed te gate6'ee"ing model of mass communicationA

. SUMMAR8

Models of communication are gra"ical re"resentations tat e"lain troug

diagrams5 figures and b! all oter suc means as can el" to ma'e te conce"t

clear. In fact5 a model is a $a! to e"lain a given teor!.

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#o model can be said to be 8rigt9 or 8true9. /ome ma! be more descri"tive tan

oters5 some ma! corres"ond more $it a "articular situation5 $ile oters

corres"ond more $it oter situations. /ome models re"resent te 'no$ledge of

!ester!ears $ile oters are modern and relate to te current state of 'no$ledge.

.5 EERCISES AND UESTIONS

1.iscuss an! t$o models of Mass communicationA

2. E"lain e"endenc! model in detail.

3. at do $e mean b! :genda /etting Effect ModelA

4. iscuss istor!5 orientation and develo"ment of *$o /te" flo$ ModelA

.; "URTER READIN!

1. Mass Communication evelo"ment r. &aldev (aj @u"ta

2. Mass Communication in India =eval H =umar

3. Mass Communication Hournalism in India /

Meta 4.Mass Communication *eor! enis Mc uail

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UNIT -TEORIES O" MASS COMMUNICATION

Structure

3.0 Unit Objectives

3.1 Introduction

3.2 *eories of Mass Communication:utoritarian teor! 3.2.2 ibertarian teor! 3.2.3 /ocial (es"onsibilit!

3.2.4 /oviet Media 3.2.) evelo"ment Communication 3.2.+ emocrati%ation *eor!

3.3 /ummar!

3.4 Eercises and uestions3.) ,urter (eading

.0 UNIT OBJECTIVES

*o learn te conce"t of various teories of Mass communication

*o understand eac teor! troug diagrammatic re"resentation

*o stud! te im"ortance of teories of Mass Communication

.1 INTRODUCTION

Of all te times in istor! to be stud!ing te mass media5 tis is "robabl! te best.

#ot onl! te di%%!ing tecnological and economic u"eavals $itin te media

industries temselves ma'e it so5 but also te out"ouring of teor!5 argument5 and

researc on te mass media from diverse academic fields. *eories about mass

communication ave never been more "lural or more contentious.

*e area of 'no$ledge $e "rovisionall! call JMass Communication *eoriesK is

an unsettled terrain5 someting of a frontier5 and frontiers are 'no$n for adventuresand dangers5 la$lessness and o"en vistas. It deals $it central traditions of stud!5

to"ics of debate5 and conce"tual "roblems in media studies.

Mass communication teor! is best understood as a branc of social teor!.

Indeed5 te attem"t to teori%e Jsociet!K and JcommunicationK arise in te same

moment. : teorist is5 one $o argues5 gives reasons and ma'es connections to

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larger "roblems. *eor! is not onl! someting tat "eo"le do in teir armcairsD it

is an art tat ever! scolar5 if not citi%en and uman5 sould cultivate. :ll teories

are a re6a""roac $it te "ast of an establised teor!.

. TEORIES O" MASS COMMUNICATION

..1 Aut$oritarian T$eor#

*e :utoritarian teor! of te "ress can be traced to te ver! beginning of

"rinting. :t tat time5 trut $as tougt to reside in tose $o eld "o$er6tat is5

te governing agenc!. *us tere $as strict control of te "ress troug te

licensing of "rinters b! te trone. Censorsi" $as "racticed if te ruler tougt

tat information sould be $it eld from te masses. *erefore5 altoug tegovernment did not necessaril! o$n te "ress5 it $as loo'ed on as being an

advocate of te state. *oda! man! nations $ill not admit tat teir countries are

governed according to autoritarian "rinci"les5 te! "ublicl! es"ouse libertarian

conce"ts5 but beind te scenes autoritarian "ractices are carried out.

*is term $as first used b! /iebert refers to an arrangement in $ic te "ress is

subordinated to state "o$er and te interests of a ruling class. *e teor! justifies

advance censorsi" and "unisment for deviation from eternall! set guidelines.

Unacce"table attac' on autorit!5 deviation from official "olic!5 or offences

against moral codes sould be criminal offences. Under certain circumstances5

media are subjected to autoritarian tendencies in democratic regimes as $ell5

es"eciall! in times of $ar and during internal and eternal emergencies. Oter

media li'e film5 video5 etc are subjected to censorsi". Even te "ress5 $ic is

free5 lost its inde"endence and freedom during te emergenc! 1G-)6--F. *e

autorities can and do use te "rovisions of official secrets act to den! free access

to information5 tereb! am"ering te freedom of "ress.

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*e table belo$ $ill igligt te "ractice of tis teor!B

#omplete #ontrol to (arying )egrees of control

Com(%ete (ress Criticism S(ecia% (ress Su((ression

contro% a%%oe& +ut %as %ea& to o, (ress)o'ernment arrest o, e&itors o((osition is

in'o*es more co'ertCensors$i(

/oviet UnionCina Colombia /out :frica *ur'e!

>ugoslavia Eg!"t Iran5 Ira; :rgentina/!ria ?a'istan Indonesia

ebanon

COU( ?(O@(E//

1.#ame countries5 $ic ave5 com"lete control over te "ressA

.. 2i+ertarian T$eor#

*oda! 8te o"en mar'et "lace of ideas9 and te 8self6rigting "rocess9 define te

boundaries of te libertarian teor! of te "ress. In te seventeent centur! Hon

Milton defended te conce"ts of reason and te moral integrit! of man in telling

rigt from $rong5 good from bad5 and trut from falseood in a "o$erful argument

for intellectual freedom. Oter e"onents of tis "iloso"! $ere Hon /tuart5

*omas Hefferson and oter $o believed in freedom of e"ression5 rationalism5 and

natural rigts. *e! sa$ as te "ress9s function to inform5 to sell5 to entertain5 to

u"old te trut5 and to 'ee" cec' on te government. ?ress o$nersi" in countrieses"ousing te libertarian "iloso"! is li'el! to be "rivate and sould be free from

defamation5 obscenit!5 im"ro"riet! and $artime sedition.

Countries "racticing te libertarian "iloso"! toda! are te United /tates5 @reat

&ritain5 and oter $estern Euro"ean nations. Oter teories related to libertarian

teor! are te social res"onsibilit! teor! and te objective teor! of te "ress.

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ibertarian teor! is also called as te 6,ree (ress t$eor#/ and is based on te

fundamental rigt of an individual to freedom of e"ression5 $ic is regarded as

te main legitimating "rinci"le for "rint media in liberal democracies. In its sim"le

form5 it "rescribes tat an individual sould be free to "ublis $at e or se li'es5 it

is tus etension of oter rigts to old o"inions freel!5 to e"ress tem5 to assemble

and organi%e $it oters. *e free "ress teor! needs no elaboration as is evident

from te first amendment to te :merican constitution5 $ic states tat 8congress

sall ma'e no la$Rabridging te freedom of s"eec or of te "ress5 it is tus sim"l!

an absolute rigt of te citi%en9.

&ut te a""lication of "ress freedom as ardl! been straigtfor$ard. Milton5 /tuart

Mill and man! oters argued tat if freedom is abused to te etent of treatening

good morals and te autorit! of te state5 it must be restrained. :ccording to de

/ola ?ool 1G-3F5 8no nation $ill indefinitel! tolerate a freedom of te "ress tatserves to divided te countr! and to o"en te flood gates of criticism against te

freel! cosen government tat leads its9. Moreover5 muc difficult! as arisen

because "ress freedom as become identified $it "ro"ert! rigts "rivate

o$nersi"F and freedom from interference in te mar'et. *e free "ress teor! or te

libertarian teor! tus "rotects te o$ners of media but fails to give e;ual

e"ression to te rigts o editors and journalists or of te audiences.

.. Socia% Res(onsi+i%it# T$eor#

*e social res"onsibilit! teor! is an etension of te libertarian teor! in tat te

"ress recogni%es tat it as a res"onsibilit! to societ! to carr! out its essential

functions. *e social res"onsibilit! teor! ascribes basicall! te same si functions

to te "ress as te libertarian teor!B

1. ?roviding information5 discussion5 and debate on "ublic affairs

2. Instructing and informing te "ublic to ma'e it ca"able of self government3. ?rotecting te rigts of te individual against te government troug its

$atcdog function

4. Maintaining te economic e;uilibrium of te s!stem b! bringing togeterbu!er5 seller5 and advertiser

). ?roviding entertainment+. (emaining inde"endent of outside "ressures b! maintaining its o$n economic

self6sufficienc!.

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*e basic "rinci"les of te social res"onsibilit! teor! u"old conflict resolution

troug discussionD tere is ig regard for "ublic o"inion5 consumer action5 and

"rofessional etics and jealous guard over "rivate rigts and im"ortant social

interests. *is teor! emerged in te United /tates in te t$entiet centur!5 and it is

evidenced toda! in te :nglo6:merican nations.

*e social res"onsibilit! teor! is based on te assum"tion tat media serve

essential functions in societ!. *erefore5 it sould acce"t and fulfill certain

obligations to te societ!. *ese obligations are to be met b! setting ig

"rofessional standards in communication of information5 trut5 accurac!5 objectivit!

and balance. In acce"ting and discarging tese obligations5 te media sould be

self6regulator! $itin te frame$or' of la$ and establised institutions. In te

"ublic interest5 te media sould under"la! tat ne$s $ic migt lead to crime5

violence5 and social tension or cause offence to etnic or religious minorities. *e

media sould be "luralist5 sould reflect te diversit! of teir societ! and allo$access to various "oints of vie$5 including te rigt to re"l!.

*is teor! as lead to te establisment of self6regulator! bodies li'e te ?ress

Council5 $ic is res"onsible for

ra$ing u" of statutes to "rotect editorial and journalistic "ractice

,raming of codes of etics

Ensuring im"lementation of anti6mono"ol! legislation5 and

(egulation of advertising

..5 So'iet Me&ia T$eor#

*is is also called as 8t$e communist me&ia t$eor#9. Hust as te social

res"onsibilit! teor! is an outgro$t of te libertarian teor!5 soviet6communist

teor! is an outgro$t of te autoritarian teor!.


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(ussian media $as reorgani%ed after te revolution of 1G1-. *is teor! is derived

mainl! from basic tenets of Mar and Engels. It envisages media to be under te

control of te $or'ing class $ose interest te! are meant to serve. ?rivate

o$nersi" of te "ress or oter media is ruled out. *e media must serve "ositive

functions in societ! relating to information5 education5 motivation5 and mobili%ation.

*e media must "roject societ! in accordance $it te Marist6eninist "rinci"les.

*e! must su""ort "rogressive movements in te countr! and abroad.

*e media according to tis teor! are subject to te ultimate control of te state and

are integrated $it oter instruments of "olitical life. itin tese limits5 te media

are e"ected to be self6regulator!. *e! must

:ct $it res"onsibilit!

Evolve and follo$ norms of "rofessional conduct5 and

(es"ond to "eo"le9s needs and as"irations.

*e media as "er tis teor! are not subject to arbitrar! interference as in te case of

te autoritarian teor!.

COU( ?(O@(E//

1.@ive anoter name of /oviet Media *eor!.

..; De'e%o(ment Communication

evelo"ment Communication refers to a s"ectrum of communication "rocesses5

strategies and "rinci"les $itin te field of international develo"ment5 aimed at

im"roving te conditions and ;ualit! of life of "eo"le struggling $it

underdevelo"ment and marginali%ation. (eflective of te field9s istorical

evolution5 evelo"ment communication is caracteri%ed b! conce"tual fleibilit!

and diversit! in te a""lication of communication tecni;ues used to address te

"roblems of develo"ment.

/ome a""roaces in te Jtool 'itK of te field includeB information dissemination

and education5 beavior cange5 social mar'eting5 social mobili%ation5 media

advocac!5 communication for social cange5 and "artici"ator! communication.

evelo"ment communication is for te betterment of te societ! toug raised

from a "articular grou" but affect te $ole mass for better.

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*e limited a""lication of te four establised teories of te "ress to te tird $orld

countries5 $ic are vastl! different from eac oter and also from $estern

countries5 led to te birt of a ne$ a""roac $ereb! communication is use to carr!

out develo"ment tas's. *ese tas's are carried out in line $it nationall! establised

"olic!. *e best source for information on tis issue is te re"ort of te U#E/CO

s"onsored international commission fro te stud! of communication "roblems.

:ccording to it5 some common conditions of develo"ing countries tat limit te

"otential benefits of oter teories ere areB

*e absence of communication infrastructure

e"endence on te develo"ed $orld for ard$are and soft$are

*e commitment of tese societies to economic5 "olitical and socialdevelo"ment as a "rimar! national tas'

*e develo"ing countries a$areness of teir similar identit! and interest in

international "olitics.

&ecause of tese different conditions5 te develo"ing countries overriding objectives

$ould be to use mass media for nation building. In te interest of tis tas' of

national develo"ment5 te freedom of te media and of journalists needs to be

curbed to an etent. *e major trust of develo"ment communication teorists as

been on te use of media as a su""ort to national develo"ment "rogramme6"overt!

alleviation5 "o"ulation control5 literac! drive5 em"lo!ment generation scemes5 etc.

but te effectiveness of tis teor! de"ends on o$ governments eercises teir

rigt to restrict freedom or to intervene in media o"erations and o$ te! usedevices of censorsi"5 subsid! and direct control.

COU( ?(O@(E//

1.at do $e mean b! develo"ment communicationA

..= Democrati9ation T$eor#

*is is te most recent addition to te list of normative teoriesD is relevant to te

develo"ed liberal societies but as some elements of te develo"ment media teor!.Mc uail notes tat it is most difficult to formulate tis teor! 8"artl! because it

lac's full legitimi%ation and incor"oration into media institutions and "artl! because

some of its tenets are alread! to be found in some of te oter teories9. In is

o"inion5 tis teor! re"resents a callenge to te reigning teories and merits

se"arate identification.

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*e main feature of te democratic "artici"ant teor! relates to te needs5 interests5

and as"irations of te active receiver in a "olitical societ!. It is concerned $it te

rigt to information5 te rigt to ans$er bac'5 te rigt to use te means of

communication for interaction in te small6scale settings of te communit!. *e

teor! favors

Multi"licit! of media

/mallness of scale5 of o"eration and


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UNIT 5-COMMUNICATION VHS

MASS COMMUNICATION

Structure

4.0 Unit Objectives

4.1 Meaning Im"ortance of Communication and Mass Communication4.2 ,unctions of Communication and Mass Communication

4.3 Elements =inds4.4 /ummar!

4.) Eercises and uestions

4.+ ,urter (eading

5.0 UNIT OBJECTIVES

*o learn te basics of 8Communication9

*o discuss in detail te elements of Mass Communication

*o stud! te differences bet$een Communication and

Mass Communication

5.1 MEANIN! ? IM@ORTANCE

COMMUNICATION

Communication is as essentia% as t$e ,oo& or ater to %i'in) s(ecies o, $i)$er

or&er. Communicologists go a bit farter b! sa!ing tat communication is te

means of eistence of all living organisms. :ll living s!stems are structural and

functional units5 $ic maintain temselves gro$5 cange and deteriorateF onl!

troug interactions $it teir environment. Man5 as are oter forms of "lants and

animals life5 is an instance of a living s!stem. Interaction bet$een living s!stemsand te environment are subsumed under t$o life "rocessesB

1. *e consum"tion and transformation of matter into energ!5 $ic ma! be

termed as "!siological metabolism

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2. *e ac;uisition and transformation of environment data into information5

$ic ma! be termed as information metabolism or communication.

*us5 communication ma! be vie$ed as one of te t$o essential life "rocesses of all

living s!stems. *o be "recise5 te basic needs are tose5 $ic el" gro$t5

re"roduction and survival of living organisms. e"rived of communication5 on

cannot locate food and $ater and can not "rotect itself from destruction. :bsence of

communication cannot establis conjugal relationsi" bet$een t$o sees. It is a

uni;ue "enomenon of eistence. *a'e off all te sense organs of a living being6it

$ill "eris.

:n individual as in im te unconscious socio6"ersonal motives li'e self esteem5

securit!5 'no$ledge5 "leasure and rest and e communicates to and is communicated

b! is fello$ beings continuousl! to fulfill tese motives. :n e6communicated

individual finds ard to maintain is social entit! and ta'es it as severest"unisment. : criminal "ut into solitar! confinement can feel te im"act of

communication on te bod! and mind. : cild treatened b! is "arents of teir

refusal to tal' to im $ould consider it as strongest "unisment. *us5

communication6involving interaction $it "!sical5 biological and social

environment is indis"ensable to one9s eistence and continuance.

*e Englis $ord 8communication9 is derived from te atin noun 8communis9

and te atin verb 8communicare9 tat means 8to ma'e common9. Communication

is a muc6!"ed $ord in te contem"orar! $orld. It encom"asses a multitude of

e"eriences5 actions and events5 as $ell as a $ole variet! of a""enings and

meanings5 and tecnologies too. Meetings5 conferences or even a "rocession tus

can be a communication event. #e$s"a"ers5 radio5 video and television are all

8communication media9 and journalists5 ne$sreadersD advertisers5 "ublic relation

"ersons and even camera cre$ are 8communication "rofessionals9.

Communication in its sim(%est sense in'o%'e to or more (ersons $o come

to)et$er to s$are to &ia%o)ue an& to commune or 7ust to +e to)et$er ,or a

,esti'a% or ,ami%# )at$erin). reaming5 tal'ing $it someone5 arguing in a

discussion5 s"ea'ing in "ublic5 reading a ne$s"a"er5 $atcing *7 etc. are alldifferent 'inds of communication tat $e are engaged in ever! da!.

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MASS COMMUNICATION

Outside te realm of inter"ersonal communication eists anoter form of

communication5 $ic involves communication $it mass audiences and ence te

name mass communicationD and te cannels troug $ic tis 'ind of

communication ta'es "lace are referred to as mass media. &ot mass communication

and mass media are generall! considered s!non!mous for te sa'e of convenience.

Mass communication is uni;ue and different from inter"ersonal communication as

evident from te follo$ing definition.

An# mec$anica% &e'ice t$at mu%ti(%ies messa)es an& ta*es it to a %ar)e num+er

o, (eo(%e simu%taneous%# is ca%%e& mass communication. *e media troug

$ic messages are being transmitted include radio5 *75 ne$s"a"ers5 maga%ines5

films5 records5 ta"e recorders5 video cassette recorders5 etc and re;uire large

organi%ations and electronic devices to "ut across te message.

Mass communication is te term used to describe te academic stud! of various

means b! $ic individuals and entities rela! information to large segments of te

"o"ulation all at once troug mass media.

In te United /tates5 man! universit! journalism de"artments evolved into scools

or colleges of mass communication or Ljournalism and mass communication5L as

reflected in te names of t$o major academic organi%ations. In addition to

stud!ing "ractical s'ills of journalism5 "ublic relations or advertising5 students also

ma! coose major subject as Lmass communicationL or Lmass communicationresearc.L *e latter is often te title given to doctoral studies in suc scools5

$eter te focus of te studentNs researc is journalism "ractice5 istor!5 la$ or

media effects. e"artmental structures $itin suc colleges ma! se"arate researc

and instruction in "rofessional or tecnical as"ects of ne$s"a"er and maga%ine

"ublising5 radio5 television5 and film. Mass communication researc includes

media institutions and "rocesses5 suc as diffusion of information5 and media

effects5 suc as "ersuasion or mani"ulation of "ublic o"inion.

it te InternetNs increased role in delivering ne$s and information5 Mass

communication studies and media organi%ations ave increasingl! focused on te

convergence of "ublising5 broadcasting and digital communication.

*e academic mass communication disci"line istoricall! differs from media

studies and communication studies "rograms $it roots in de"artments of teatre5

film or s"eec5 and $it more interest in L;ualitative5L inter"retive teor! $it

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cultural a""roaces to communication stud!. In contrast5 man! mass

communication "rograms lean to$ard anal!sis of media messages to surve!

researc5 "ublic o"inion "olling5 and e"erimental researc5 including an

increasing interest in L#e$ MediaL and LCom"uter Mediated Communication.L

@raduates of Mass Communication "rograms $or' in a variet! of fields in

traditional ne$s media and "ublising5 advertising5 "ublic relations and researc

institutes.

:$at is Mass communication an& $o &i& it ori)inate

A((roimate%# ,i'e $un&re& #ears a)o a ne ,orm o, communication arose.

T$is mass communication (rocess $ic$ ma*es use o, (ermanent tet t$at

can +e ma&e a'ai%a+%e to mi%%ions o, (eo(%e at t$e same time $as Fuic*%#

+ecome an im(ortant ,actor in t$e %i'es o, man# $uman +ein)s.

&! removing $ords from te $orld of sound $ere te! ad first ad teir origin

in active uman intercange and relegating tem definitivel! to visual surface5 and

b! oter$ise e"loiting visual s"ace for te management of 'no$ledge5 "rint

encouraged uman beings to tin' of teir o$n interior conscious and unconscious

resources as more and more ting 6li'e5 im"ersonal and religiousl! neutral. ?rint

encouraged te mind to sense tat its "ossessions $ere eld in some sort of inert

mental s"ace.

*e term Lmass communicationL is a term used in a variet! of $a!s5 $ic5 des"itete "otential for confusion5 are usuall! clear from te contet. *ese include 1F

reference to te activities of te mass media as a grou"5 2F te use of criteria of a

conce"t5 Lmassiveness5L to distinguis among media and teir activities5 and 3F te

construction of ;uestions about communication as a""lied to te activities of te

mass media. /ignificantl! onl! te tird of tese uses does not ta'e te actual

"rocess of communication for granted.

LMass communicationL is often used loosel! to refer to te distribution of

entertainment5 arts5 information5 and messages b! television5 radio5 ne$s"a"ers5

maga%ines5 movies5 recorded music5 and associated media. *is general use of teterm is onl! a""ro"riate as designating te most commonl! sared features of suc

oter$ise dis"arate "enomena as broadcast television5 cable5 video "la!bac'5

teater "rojection5 recorded song5 radio tal'5 advertising5 and te front "age5

editorial "age5 s"orts section5 and comics "age of te ne$s"a"er. In tis usage

Lmass communicationL refers to te activities of te media as a $ole and fail to

distinguis among s"ecific media5 modes of communication5 genres of tet or

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artifact5 "roduction or rece"tion situations5 or an! ;uestions of actual

communication. *e onl! anal!tic "ur"ose tis term serves is to distinguis mass

communication from inter"ersonal5 small6grou"5 and oter face6to6face

communication situations.

COU( ?(O@(E//

1.@ive te main difference bet$een communication and mass

communicating. 2. efine 8communication9 and 8Mass communication9.

5. "UNCTIONS

COMMUNICATION

*e basic functions of communication areB

Socia% (ur(ose

Communication is "ur"osive in social situation. Ever! individual lives to

communicate and be communicated to. *e environment in $ic e lives to

communicate is carged $it millions of communication stimuli but onl! a fe$ are

received at a time. *is means5 various objects around an individual are

continuousl! communicating countless information. *e! form te sensor! in"uts

and reac

introduction to mass communication (notes)

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