INTRODUCTION TO MASS COMMUNICATION

UNIT 1-MASS COMMUNICATION

Structure
1.0 1.1 1.2 1.3 1.4 1.) 1.+ 1.1.2 Unit Objectives Introduction Meaning of Mass Communication Elements of Mass Communication ifferent t!"es of Media of Mass Communication
1.4.1 #e$s"a"er1.4.2 Maga%ine1.4.3 *elevision 1.4 .+ ,ilms 1.4.- Com"uter &oo's1.4.4 (adio1.4.)

Im"ortance . #eed of Mass Communication

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

/ummar! E0ercises and 1uestions ,urt3er (eading

1.0 UNIT OBJECTIVES

*o understand t3e meaning of Mass Communication *o discuss t3e elements involved in Mass Communication *o stud! t3e im"ortance of Mass Communication *o stud! t3e features of different media of Mass Communication *o 'no$ t3e need for Mass communication

1.1 INTRODUCTION
Mass Communication involves communication $it3 t3e mass audiences and 3ence t3e name Mass Communication. 43en $e are t3in'ing5 it is intra6"ersonal communication5 $3en t3ere is face6to6face conversation bet$een t$o "eo"le it is inter"ersonal communication5 college lecture or s"eec3 $ould be an e0am"le of grou" communication5 but t3ere is anot3er level of communication $3en $e read ne$s"a"ers5 maga%ines5 listen to (adio or $atc3 *7. *3is $ould be called 8Mass communication9 as t3e message is reac3ed to t3e masses t3roug3 different media.

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 face conversation is called inter"ersonal communication5 a college lecture or a "ublic s"eec3 $ill be e0am"les of grou" communication5 $3en $e are involved in t3in'ing "rocess5 it is intra6"ersonal communication. In addition to all t3ese t!"es of communication $e also indulge in !et anot3er level of communication $3en $e read ne$s"a"ers5 maga%ines or boo's5 listen to radio or $atc3 *7. :s t3e 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 $3ic3 t3e nature of t3e audience and t3e feedbac' is different from t3at of inter"ersonal communication. Mass communication is t$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. &ot3 mass communication and mass media are generall! considered s!non!mous for t3e sa'e of convenience. *3e media t3roug3 $3ic3 messages are being transmitted include radio5 *75 ne$s"a"ers5 maga%ines5 films5 records5 ta"e recorders5 video cassette recorders5 internet5 etc. and re;uire large organi%ations and electronic devices to "ut across t3e message. Mass communication is a s"ecial 'ind of communication in $3ic3 t3e nature of t3e audience and t3e feedbac' is different from t3at of inter"ersonal communication. Mass communication can also be defined as 8a (rocess -$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 t3e content or message of mass communication in a form suitable to be distributed to large masses of "eo"le. 80etero)eneous9 means t3at t3e individual members of t3e mass are from a $ide variet! of classes of t3e societ!. 8Anon#mous 9 means t3e individuals in t3e mass do not 'no$ eac3 ot3er. *3e source or sender of message in mass communication does not 'no$ t3e individual members of t3e mass. :lso t3e receivers in mass communication are "3!sicall! se"arated from eac3 ot3er and s3are no "3!sical "ro0imit!. ,inall!5 t3e individual members forming a mass are not united. *3e!

3ave no social organi%ation and no customs and traditions5 no establis3ed sets of rules5 no structure or status role and no establis3ed leaders3i".
C<EC= >OU( ?(O@(E// 11. efine 8Mass Communication9A 12.Can !ou call a lecture delivered in !our classroom to be communicated t3roug3 mass communicationA @ive reason.

1.1 E2EMENTS O" MASS COMMUNICATION

4e re;uire a sender5 a message5 a c3annel and a receiver for communication to occur. ,urt3er t3ere is feedbac'5 $3ic3 is t3e res"onse or reaction of t3e receiver5 $3ic3 comes bac' to t3e sender t3roug3 t3e same or some ot3er c3annel. :not3er element5 $3ic3 "la!s an im"ortant role in communication5 is noise or t3e disturbances. It is observed t3at t3e term mass communication must 3ave at least five as"ectsB Carge audience ,airl! undifferentiated audience com"osition /ome form of message re"roduction (a"id distribution and deliver! Co$ cost to t3e consumers

Source 3 /ource or sender of t3e message ma! become same or different. /ource mostl! re"resents t3e institution or organi%ation $3ere t3e idea 3as been started. In case of source and t3e sender being different5 t3e sender belongs to media institution or is a "rofessional in media communication. *3us5 a scientist or a tec3nologist ma! use t3e mass communication media 3imself for "ro"agating 3is idea. Or else5 t3e! can send t3e scri"t of t3e message to t3e media for delivering t3e message b! an announcer or a re"orter. Messa)e- : message needs re"roduction for ma'ing it communicable t3roug3 t3e media. *3e 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 t3e message is "rocessed b! means of article5 feature5 ne$s stor!5 etc. C$anne%- *3e term c3annel and media are used interc3angeabl! in mass communication. Modern mass media li'e radio5 televisionD ne$s"a"ers s"read t3e
4

message $it3 enormous s"eed far and $ide. *3e abilit! of mass communication to encom"ass vast boundaries of s"ace is e0"ressed b! Mc Cu3an9s term 8 )%o+a% 'i%%a)e9. *3e term e0"resses t3at t3e $orld is smaller t3at before due to advances in mass communication. More information is coming faster5 at c3ea"er rates "er unit5 from fart3er a$a! and from more sources t3roug3 more c3annels including multimedia c3annels $it3 more varied subject matter. C3annels of mass communication can be classified into t$o broad categoriesB 1. ?rint6ne$s"a"ers5 boo's5 maga%ines5 "am"3lets5 etc. 2. Electronic6radio5 television5 cinema. *3ere is also a t3ird categor! $3ic3 include all traditional media li'e fol' dance5 drama5 fol' songs and so on. *3e mass media ma! also be categori%ed according to t3eir abilit! to "rovide sensor! in"uts. *3us5 visual media are ne$s"a"ers5 maga%ines5 boo's5 still "3otogra"3s5 "aintings5 etc. *3e audio medium is radio and audio6visual media are television5 motion "ictures5 drama5 etc. :udio6visual media are more efficient t3an eit3er audio or visual. Recei'er 3Mass communication means communication to t3e mass5 so t3ere remains mass of individuals at t3e receiver end of t3e communication. *3is mass of receivers5 are often called as mass audience. Mass audience can be defined as 8individuals united b! a common focus of interest Eto be informed5 educated or entertainedF engaging in identical be3avior to$ards common ends Elistening5 vie$ing or readingF9. >et t3e individuals involved are un'no$n to one ot3er Eanon!mousF . *3e most outstanding c3aracteristic of t3e mass communication is t3at it 3as a $ides"read audience se"arated from t3e source b! a considerable distance. Mass communication 3as an enormous abilit! to multi"l! a message and ma'e it available in man! "laces. *3e greatest advantage of t3is mode of communication is t3e ra"id s"read of message to a si%eable audience remaining scattered far and $ide and t3us cost of e0"osure "er individual is lo$est. "ee&+ac*- Mass communication $ill 3ave indirect feedbac'. : source 3aving communicated a message regarding famil! "lanning t3roug3 radio5 television or "rint eit3er 3as to de"end on indirect means li'e surve! of audience reaction5 letters and tele"3one calls from audience members5 revie$ of t3e "rogramme b! columnists to 'no$ t3e reaction of audience to t3e message. irect feedbac' $3ic3 is "ossible in inter"ersonal and to a limited e0tent in grou" communication5 is almost absent in t3e mass communication.

!ate *ee(in)-*3is is again a c3aracteristic uni;ue to mass communication. *3e enormous sco"e of mass communication demands some control over t3e selection and editing of t3e messages t3at are constantl! transmitted to t3e mass audience. &ot3 individuals and organi%ations do gate 'ee"ing. 43et3er done b! individuals or organi%ations5 gate 'ee"ing involves setting certain standards and limitations t3at serve as guidelines for bot3 content develo"ment and deliver! of a mass communication message. Noise- #oise in mass communication is of t$o t!"es6c3annel noise and semantic noise. C3annel noise is an! disturbance $it3in transmission as"ects of media. In "rint media5 c3annel noise $ill be miss"ellings5 scrambled $ords5 omitted lines or mis"rinting. :n! t!"e of mec3anical failure sto"s t3e message from reac3ing t3e audience in its original form. /emantic noise $ill include language barriers5 difference in education level5 socio6economic status5 occu"ation5 age5 e0"erience and interests bet$een t3e source and t3e audience members. One $a! of solving t3e "roblem of semantic noise is to use sim"licit! and commonalit!. C$aracteristics o, Mass communication4 1. irects messages to$ard relativel! large5 3eterogeneous and anon!mous audience. 2. Messages are transmitted "ublicl! Eno "rivac!F. 3. /3ort duration message for immediate consum"tion 4. ,eedbac' is indirect5 non6e0istent or dela!ed ). Cost "er e0"osure "er individual is minimum +. /ource belongs to organi%ation or institutions -. Mostl! one $a! 2. Involves good deal of selection t3at is5 medium c3ooses its audience Ene$s"a"er for literatesF and audience c3oose media E"oor5 illiterates select radioF G. *3ere is need for fe$er media to reac3 vast and $ides"read audience because of $ide reac3 of eac3 10.Communication is done b! social institutions $3ic3 are res"onsive to t3e environment in $3ic3 t3e! o"erate C<EC= >OU( ?(O@(E// 11. 4atc3 for different communications going around !ou and identif! t3e elements of communications in t3ose "rocesses.

1.5 DI""ERENT MEDIA O" MASS COMMUNICATION

*3ere are different media involved in t3e "rocess of mass communication. *3e! reac3 ever! corner of t3e $orld and are ver! "o$erful. *3e! invade even t3e "rivac! of our bedrooms. *3e! inform5 educate5 entertain and "ersuade. *3e! also 3el" in t3e transmission of culture and "erform t3e job of surveillance of t3e societ!. *3e! are t3e mass media. *3e "rominent ones5 $3ic3 3ave become 3ouse3old names are ne$s"a"ers5 maga%ines5 boo's5 radio5 film5 television5 and more recentl!5 satellite *7 and cable *7. Mass media is broadl! divided into "rint media and electronic media. 43ile t3e "rint media are t3e oldest5 3aving a 3istor! of about five 3undred !ears5 t3e electronic media are "roducts of t3e 20t3 centur! tec3nological revolution.

1.5.1 T$e Ne-s(a(er

6Those who do not read the newspaper are uninformed and those who do read the newspaper are misinformed--Mark Twain. It is t3e "rinted means of conve!ing current information. *3e modern ne$s"a"er is a combination of elements from man! societies and man! "eriods of time. Even before t3e birt3 of C3rist t3e (omans "osted ne$ss3eets called 8acta diurna9 in "ublic "laces. *3e C3inese and =oreans $ere using $ood6carved t!"e and "a"er for "rinting several centuries before t3ese a""eared in Euro"e. In t3e si0teent3 centur!5 $ell after "rinting 3ad come to Euro"e5 t3e 7enetian government "rinted a small ne$ss3eet5 $3ic3 could be "urc3ased for a gazeta Ea small coinF. *3e use of t3e $ord 8ga%ette9 to refer to ne$s"a"ers 3as survived to t3is da!. /c3olars of t3e 3istor! of journalism suggest t3at man! features of t3e modern ne$s"a"er suc3 as t3e editorial5 s"ort articles5 illustrations5 "olitical columns5 and even comics5 $ere used in one "lace or anot3er long before t3e true mass "ress came into being. 0istor# o, Ne-s(a(er :lt3oug3 "rinting $as introduced to England in t3e late 14005 it $as not until 1+215 nearl! a centur! and a 3alf later t3at earl! forerunners of t3e ne$s"a"er began to a""ear. *3ese $ere called 8corantos9. *3eir content focused on foreign intelligence5 and t3e! $ere not "ublis3ed regularl!. ,rom t3e beginning t3e "ublication of corantos $as strongl! regulated b! t3e government. One of t3e interesting "atterns discernible in t3e 3istor! of "ress $as t3at t3e greater t3e e0tent

to $3ic3 a form of government is actuall! de"endent u"on favorable "ublic o"inion5 t3e more li'el! it is to su""ort a free "ress. 43en t3e common "eo"le "la! significant roles in t3e determination of t3eir o$n "olitical destin!5 t3e distribution of ne$s and "olitical o"inions is an im"ortant "rocess. *3e :merican and t3e ,renc3 revolutions began germinating and t3e $3ole fabric of $estern societ! $as c3anging. Old "attern $as slo$l! being re"laced b! a ne$ social structure $it3in $3ic3 a strong middle class $ould be "rominent. *3is commercialism $as de"endent u"on im"rovement in t3e availabilit! of various 'inds of communication media. England 3ad man! s'illed $riters and journalists li'e :ddison5 /teele5 and aniel efoe. *3e colonial "ress $as edited and "ublis3ed b! "eo"le $3o $ere not great literar! figures. *3e! $ere still using t3e same "rinting tec3nolog! used b! !utten+er)5 t3e first "erson to discover "rinting "rocedure t3ree centuries ago. &efore a true mass "ress could develo"5 a series of s$ee"ing social c3anges $as necessar! in t3e societ!. : number of "rinters and "ublis3ers 3ad e0"erimented $it3 t3e idea of a c3ea" ne$s"a"er t3at could be sold to urban "o"ulation. 7arious a""roac3es to t3is "roblem $ere tried bot3 in England and in t3e United /tates5 but $it3out success. It remained for an obscure #e$ >or' "rinter5 &enjamin <. a!5 to find a successful formula. <is little "a"er5 t3e New York Sun5 began modestl! enoug3 on /e"tember 35 1233D $it3 t3e motto 8 It s$ines ,or A229. :s subse;uent events "roved5 it did indeed s3ine for all. &enjamin <. a! 3ad begun a ne$ era in journalism t3at $it3in a fe$ !ears $ould revolutioni%e ne$s"a"er "ublis3ing. *3e /un attracted its im"ressive circulation "rimaril! b! a""ealing to ne$ readers $3o 3ad not "reviousl! been reac3ed b! a ne$s"a"er. *3e ne$s"a"er 3ad redefinition of 8ne$s9 to fit t3e tastes5 interests5 and reading s'ills of t3e less6educated level of societ!. U" to t3at time5 8ne$s9 generall! meant re"orts on social5 commercial5 or "olitical events of genuine im"ortance5 but Ben7amin Da#5 3o$ever5 filled t3e "a"er $it3 ne$s of anot3er sort6ne$s t3e "eo"le in t3e street found e0citing5 catastro"3e5 disaster5 crime5 amusement5 etc. t3e "a"er $as vulgar5 c3ea"5 and sensational and aimed at ne$ literate masses. &! 123- t3e /un $as distributing 305000 co"ies dail!5 more t3an t3e combined total of all #e$ >or' dail! "a"ers. Imitators of a! 3ad started rival "a"ers almost immediatel!. *3is "enn! "ress $as successful because it 3ad great a""eal for advertisers. More and more ne$s"a"ers began to see' out t3e ne$s. *3e role of re"orter gre$ more com"le0 and s"eciali%ed as "a"ers added foreign corres"ondents and s"ecial
2

ne$s gat3erers of various 'inds. (e"orters $ere sent to t3e scene of battles. *3e 8sur'ei%%ance9 function of t3e "ress became $ell establis3ed. *3e rising demand for fres3 ne$s $as met b! ne$l! formed coo"erative ne$s gat3ering agencies5 $3ic3 made use of t3e telegra"3 $ires. ?rinting tec3nolog! $as ma'ing ra"id strides5 moving to$ard ever6increasing automation. (evolving "resses5 $it3 "rint cast in a solid metal stereot!"e5 became ca"able of rolling out 105000 and even 205000 s3eets and 3our. ?a"ers continued to gain in "o"ularit!. In 12)0 t3ere $ere about t$o co"ies of a dail! ne$s"a"er "urc3ased in t3e United /tates for ever! ten families. *3is ra"id gro$t3 actuall! continued until about t3e time of 4orld 4ar I. *3e last decade of t3e 1Gt3 centur! is one of s"ecial significance in t3e gro$t3 of t3e "ress because it $as t3e beginning of ne$ 'ind of journalism. 88e%%o- 7ourna%ism9 $as one of t3e most dramatic e"isodes in t3e develo"ment of "ress. 4it3in t3is com"etitive conte0t5 brutal struggles for additional readers develo"ed bet$een t3e leaders of giant rival "a"ers. *3e! $ould fig3t b! an! means available to e0"and t3eir circulation figures5 $3ic3 $ere5 of course t3e 'e! to increased advertising revenue and "rofits. 7arious features5 devices5 gimmic's5 st!les5 and e0"eriments $ere tried b! eac3 side to ma'e its "a"er more a""ealing to t3e mass of readers. #e$s"a"ers toda! contain man! of t3e devices t3at $ere actuall! "roducts of t3e rivalries of t3e 12G0s Eone of t3ese $as color comics5 an earl! comic c3aracter $as called t3e 8>ello$ =idd9 from $3ic3 88e%%o- 7ourna%ism/ is said to derive its name.F 8e%%o- 7ourna%ism is a "ejorative reference to journalism t3at features scandal6mongering5 sensationalism5 jingoism or ot3er unet3ical or un"rofessional "ractices b! ne$s media organi%ations or individual journalists. Intellectuals in general $ere dee"l! $ounded b! !ello$ journalism. :ccording to t3em t3e great ne$ means of communication5 $3ic3 3eld fort3 t3e tantali%ing "otential of mass cultural and moral u"liftment5 $as turning to be societal degeneration. Ceaders in religion5 education5 la$ and government increasingl! voiced strong "rotests. *3e "ress lords $ere faced $it3 t3e t3reat of losing "ublic confidence. *3ese considerations led a number of major "ublis3ers to begin to "ut t3eir o$n 3ouses in order. (esolution of t3e conflicts broug3t ne$ social arrangements. @raduall!5 t3e "ress became less sensational and more res"onsible. : set of codes

and norms defining its limits and res"onsibilities graduall! became increasingl! clear. 43ile t3e mass "ress toda! varies in its degree of suc3 strict codes5 t3e e0cesses of t3e !ello$ journalism is a t3ing of t3e "ast. *oda!5 t3e ne$s"a"er is regularl! "ublis3ed "rinted unbounded ne$s"rint in broads3eet or tabloid si%e and serves general interests of s"ecific communities $it3 ne$s5 comments5 features5 "3otogra"3s and advertisements. "uture o, Ne-s(a(er #e$s"a"er $ill undoubtedl! survive $it3 some furt3er reduction of mar'et s3are. ,e$ c3anges in literac! or ot3er factors related to "otential increases in readers3i" are "robabl! in t3e immediate future. #e$s"a"er "ublication 3ouses toda! 3ave features all modern features li'e InternetD four color offset "rinting5 electronic ne$srooms and man! suc3 gadgets. *3e future ne$s"a"er could be a tablet ne$s"a"er 3aving li;uid cr!stal ECC F screen in $3ic3 t3e contents could be collected t3roug3 tele"3one lines or cables. Ever!t3ing could be dis"la!ed on t3e screen at t3e clic' of a button. :not3er major develo"ment could be t3at ne$s"a"er could be customi%ed5 and "eo"le $ill get to read onl! t3e t3ings5 $3ic3 interests t3em. *3is $a! t3e readers $ill e0ercise a lot of control on t3e contents of t3e ne$s"a"er. &ut onl! fe$ "eo"le $ill get access to suc3 electronic ne$s"a"er. C<EC= >OU( ?(O@(E// 11.43o discovered "rintingA 12.Cist some im"ortant functions of t3e #e$s"a"erA 13.43at is 8!ello$ journalism9A <o$ did t3is term originateA

1.5. T$e Ma)a9ine

Maga%ine means a 8store $ouse9 and t3us 3as a variet! of contents in it. Maga%ines 3ave s"ecific $ell6defined readers and t3us advertiser can reac3 s"ecific target "eo"le t3roug3 it more effectivel!. *3e maga%ines are de"endent on advertising and tr! to reac3 "articular segments of men5 $omen5 film lovers5 !oung generation5 etc t3roug3 it. 4e also 3ave trade and business maga%ines for "eo"le in suc3 "rofessions.

10

#e$s"a"ers5 "rivate "ublis3ing 3ouses5 societies5 educational institutions or some religious organi%ations ma! "ublis3 maga%ines. Even some government de"artment and "olitical "arties "ublis3 t3eir regular maga%ines. Maga%ines are "ublis3ed $ee'l!5 fortnig3tl!5 mont3l!5 3alf !earl! and even !earl!. One of t3e earliest maga%ines 'no$n $as t3e Journal des Scavans founded in ?aris in 1++) and initiall! it carried abstracts of boo's. *3e golden age for maga%ines in :merica came in t3e late 3alf of t3e 1G t3 centur! during $3ic3 c3annels of distribution $ere created as transmission net$or' develo"ed. ?a"er "ul" $as no$ c3ea"erD t3e "rinting "rocesses $ere im"roved and invention of linot!"e facilitated automatic t!"esetting. >et anot3er advancement $as better "3otogra"3ic re"roduction. *oda!5 $e 3ave maga%ines for ever! to"ic under t3e sun li'e5 beaut! and fas3ion5 business and commerce5 art and craft5 education and career5 3ealt3 and grooming5 "3otogra"3!5 automobiles5 electronics5 science and tec3nolog!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 readers3i". C<EC= >OU( ?(O@(E// 11.#ame t3e earliest maga%ine and $3at did it "ublis3 in itA

1.5.1 T$e Boo*s

Unli'e ne$s"a"ers and television5 t3e audience si%e of boo's is ver! limited. &ut still boo's are considered to be credible mass medium because of t3eir association $it3 education s!stem. &oo's rate as an im"ortant mass medium because of t3e credibilit! factor. &oo's are credible because of t3eir association $it3 formal education and because t3e! are durable and long lasting. /ome boo's5 $3ic3 $ere "rinted several 3undred !ears age5 are still in e0istence. 0istor# o, Boo*s- <istor! of boo's dates bac' to t3e time $3en t3ere $as no "a"er and no "rinting "ress. &oo's in t3ose earl! da!s $ere mostl! made of t3in s3eets of bar's from trees or "alm leaf5 etc. :round 2)00 &C5 t3e Eg!"tians discovered a met3od of ma'ing "a"er from ?a"!rus. *3is made $riting muc3 easier $it3 t3e 3el" of brus3 and in'. *3e ne0t big ste" came in t3e middle "art of t3e 1)t3 centur!. In 14)05 Jo$ann !utten+er) invented t3e "rinting "ress and $as t3e first "erson to "rint a boo' using mec3anical "rinting "rocess. *3is boo' $as

11

t3e 42 6line Mazarin Bible and $as "ublis3ed in 14)+. *3is mar'ed t3e beginning of t3e era of Mass communication. @ro$t3 and develo"ment in boo' "ublis3ing some $3at stagnated in t3e first 3alf of t3e 20t3 centur!. *3e reasons being t3e t$o 4orld 4ars and t3e stoc' mar'et cras3. *3e "eriod immediatel! after 4orld 4ar II sa$ t3e emergence of man! "ublication 3ouses bringing out "oc'et boo's. *3ese included ?enguin &oo's5 :von &oo's5 etc. &oo's sold to general consumers t3roug3 boo's3o"s are called trade books. Paperbacks are sold t3roug3 bot3 boo'stores and ne$sstands. Textbooks are for t3e elementar!5 3ig3 sc3ool and college students. Professional or scholarly boo's are meant for universit! students and e0"erts. &oo's enjo! 8,ree&om o, content9 and cover all t3e to"ics and subjects and t3us are striving $ell in "resent times. C<EC= >OU( ?(O@(E// 11.43ic3 boo' did Ho3ann @uttenberg "rint and in $3ic3 !earA

1.5.5 T$e Ra&io

!u)%ie%mo Marconi of Ital! invented a $a! to transmit sound $it3out using $ires. &! 1G015 Marconi succeeded in creating a $ireless communication lin' bet$een Euro"e and #ort3 :merica. In 1G0+5 Cee ,orest $it3 Ho3n ,leming "erfected t3e 8audion9 or t3e vacuum tube5 $3ic3 made clear transmission of voice and music "ossible. *3ese develo"ments "aved t3e $a! for t3e first ever broadcast t3at too' "lace on C3ristmas Eve5 in 1G0+ in U/:. Cater it too' ten !ears of 3ard $or' to "erfect t3e radio. (adio establis3ed its "lace ver! fast in t3e minds of listeners. <eav! doses of infotainment including music5 drama5 tal' s3o$s5 etc su""lemented $it3 ne$s made radio "o"ular overnig3t. /oon radio industr! develo"ed $ide s"reading net$or's and b! t3e 1G309s radio became "rime mass medium. (adio broadcasting $as introduced in India b! amateur radio clubs in Calcutta5 &omba!5 Madras and Ca3ore5 t3oug3 even before t3e clubs launc3ed t3eir ventures5 several e0"erimental broadcasts $ere conducted in &omba!.

12

(adio "rogrammes ma! be classified into t$o broad grou"sB 1. /"o'en $ord "rogrammes5 $3ic3 include ne$s bulletins5 tal's5 discussions5 intervie$s5 educational "rogrammes for sc3ools and colleges5 s"ecific audience "rogrammes directed at $omen5 c3ildren5 rural and urban listeners5 drama5 radio features and documentaries. 2. Music "rogrammes5 $3ic3 include disc joc'e! "rogrammes5 musical "erformances of all t!"es and variet! "rogrammes. Stren)t$ o, t$e Ra&io 1. (adio reac3es messages to illiterates5 neo6literates and 3ig3l! educated receivers simultaneousl!. 2. It is a fairl! affordable to be o$ed b! ever!one. 3. *3e $ant of visual effect is com"ensated b! sound effects5 bot3 natural and mec3anical and so live effect is moderatel! 3ig3. *3e ;ualit! of voice and sound ma'es t3e communication fairl! enjo!able. 4. Musical sound effect enlivens t3e communication and often brea's monoton!. ). It 3as t3e ca"acit! to deliver instantaneous messages. +. (adio does not re;uire ca"tivit!. Cisteners can receive messages even $3en t3e! are $or'ing. ,armer ma! listen to farm "rogrammes $3ile $or'ing in fields5 a bus! e0ecutive ma! listen to ne$s bulletin even $3ile driving or a 3ouse$ife ma! listen to 3er favorite "rogramme even $3ile $or'ing in t3e 'itc3en. -. (adio does not re;uire "o$er line for o"eration and so "eo"le in remote villages devoid of "o$er lines can also receive messages from t3is medium. 2. Once a transistor radio is "urc3ased5 messages flo$ constantl! and no cost is involved for rece"tion of messages. :ea*ness o, t$e Ra&io 1. Communication t3roug3 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 t3eir imagination5 e0"erience and "redis"ositionD 3ence "ossibilit! of misinter"retation is ver! 3ig3. 3. Cisteners need lot of imagination and t3erefore understanding of message de"ends largel! on t3e c3aracteristics of t3e receivers.

13

4. Communication is time limited and "resents tin! fragments of to"ics in a 3a"3a%ard mosaic. *3e medium 3as also limitations because of its audio nature. ). (eceivers cannot "ut off listening "arts of message for subse;uent listening at t3eir convenience. "uture o, Ra&io (adio9s future is a m!ster!. It is not eas! to "redict t3e future of radio. *3e future of radio $ould de"end on c3anging regulator! scenarios5 tec3nological develo"ments and c3ange of listener9s a""eal. (adio9s current locali%ation and s"eciali%ed "rogramming $ill continue. *ec3nologicall!5 radio transmission $ill im"rove greatl!. ,M $ill continue to gro$ faster and bigger. C<EC= >OU( ?(O@(E// 11.@ive t$o strengt3 and t$o $ea'nesses of t3e radioA

1.5.; Te%e'ision
Unli'e ot3er forms of mass media5 television 3as become one of t3e most "o$erful media of Mass communication. 4it3 a modest beginning in t3e 1G30s5 it 3as gro$n into a massive net$or' of mass information and mass entertainment in toda!9s $orld. *3e attraction of t3e 8 'isua% ness9 of t3e medium ma'es "eo"le remain glued to t3e *7 set for 3ours. *elevision ca"tures our imagination and is t3e most com"lete and dramatic of all mass media. In addition to "roviding ne$s and events5 television also "ac'ages fiction5 drama5 culture5 econom! and man! ot3er t3ings. *3us5 t3is idiot bo0 Ebecause it "rovides ever!t3ing on a "latter and $e need not do an! t3in'ingF 3as been increasing its 3old on us. 0istor# o, Te%e'ision *3e inventions and discoveries in t3e late 1GG0s and earl! t$entiet3 centur!5 $3ic3 gave us radio5 films and t3e tele"3one5 also lead to t3e invention of t3e television. V%a&imir <-or#*in5 an :merican scientist5 $3o develo"ed an all6electronic television s!stem in 1G23 and "erfected it b! 1G225 too' t3e first big ste" in t3e develo"ment of *7. <o$ever5 onl! e0"erimental *7 broadcasts $ere conducted in t3e earl! da!s. In 1G325 *7 sets became $idel! available and since t3en t3ere is no loo'ing bac'. In India5 television arrived $it3 small scale e0"erimental telecasting from el3i in 1G)G. /lo$l! t3e 3alf 3our "rogramme e0"eriment gre$. 43ile

14

oordars3an $as t3e onl! c3annel available t3roug3 1G205 t3e *7 in India 3as com"letel! c3anged $it3 t3e arrival of "rivate *7 c3annels. Stren)t$ an& -ea*ness o, Te%e'ision It 3as all t3e strengt3 of radio e0ce"t t3at it needs ca"tive audience5 3as not attained "ortabilit! and miniaturi%ation and needs "o$er line for ine0"ensive $or'ing. *7 vie$ing is essentiall! a famil! affair and so 3el"s famil! unit!. It is far from slo$ and availabilit! is constant. (e"etition of message does not incur e0"ense e0ce"t nominal fees for cable connections. *elevision li'e radio5 is in all sense a 8no$9 medium. *elevision gives cursor! overvie$ of t3e events and is never ca"able of "roviding in6de"t3 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 constant c3ange of mental gears from "rogrammes to commercial5 from documentar! to cartoon and ne$s. :lso contents are 3ig3 in entertainment and lo$ in information. ?o$er line is needed for its ine0"ensive o"eration and batter! o"erated television sets are most e0"ensive. C<EC= >OU( ?(O@(E// 11.43ic3 :merican scientist develo"ed t3e 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 reac3es to a ver! large audience. It is not as immediate as ne$s"a"er5 television or radio5 but reac3 a large number of "eo"le over a long "eriod of time. ,ilm does not 3ave a $ell6defined audience li'e ot3er major mass media. It also lac's t3e over$3elming "resence as enjo!ed b! radio5 *7 and ne$s"a"ers5 etc. but still it 3as one ver! big advantage t3at is it commands attention. Once inside t3e dar'ened t3eatres5 audience members forget t3e outside $orld and become ca"tive to t3e c3arm of t3e film. *3e larger t3an life format of film Efrom 1+mm5 3)mm5 -0mm5 cinema sco"e to t3e most recent I6ma0 formatF "rovides t3e film "roducer absolute control over emphasis order of presentation continuity dramatic effect and timing! *3us film 3as become a su"erb medium of entertainment5 instruction and "ersuasion.

1)

0istor# o, "i%ms 43en individual "3otogra"3s or visuals are s3o$n one after t3e ot3er at a ver! fast rate5 t3en $e get an illusion of motion or movement. Cinema $or's on t3e "rinci"les of 8"ersistence of vision95 $3ic3 means t3at t3e e!e retains an image for fleeting seconds after it is gone. Efforts 3ad started ver! earl! to create illusion of motion. Man! devices $ere invented for t3is "ur"ose. Cong bac' Ceonardo da 7inci develo"ed t3e camera obscura. In 1+-15 =irc3er develo"ed t3e 8magic lanterns9. ?3otogra"3! and "rojection $ere united $3en /tanford develo"ed t3e 8Ioo"ra0inosco"e9. /oon *3omas :lva Edison invented t3e electric bulb and man! ot3er suc3 develo"ments too' "lace. *3en came t3e 2umiere +rot$ers $3o "roduced and started 3aving commercial s3o$s of s3ort s3oot and s3o$ films. /oon ot3ers follo$ed and b! t3e beginning of t3e 20t3 centur!5 film became t3e second mass medium after ne$s"a"ers. 7er! soon films became a form of famil! entertainment. Movie t3eaters o"ened ever!$3ere and "eo"le $anted to see more interesting contents. /o feature films came into e0istence. *3e combination of all t3ese factors made cinema a booming industr!. ,ilm 3as 3ad an enormous im"act on t3e audiences. One reason is it is not im"osed. It does not come to us and instead $e go to t3eatres to $atc3 films. Usuall! t3e films deal $it3 universal t3emes so language barrier is minimal and $e can t3oroug3l! enjo! film of anot3er language if $e li'e t3e t3eme. Stren)t$ an& -ea*ness Cinemas are re"lica of dramas in natural settings and so influence audience. Even m!t3s are de"icted as if t3e! are real. Cinema is an audio 6visual medium and is ric3 in live effect and demonstrates as $ell as suggests. etails are e0tensive t3roug3 sound5 music5 visual effects5 and s'illful "roduction5 editing and role6 "la!ing. ramati%ation of t3e "resentation sets tem"o and mood of t3e audience. :nd most significant attribute of film is t3at it reac3es messages to illiterates5 neo literates5 and moderatel! educated and 3ig3l! educated "eo"le 3aving basic visual literac!. /election of sets and "ro"s in films sometimes confuse t3e audience5 ma'es t3e communication abstract and creates misunderstanding. Crime and obscene adversel! affect t3e societ! and so realistic censors3i" is re;uired for t3e $elfare of

1+

t3e societ!. Cost of e0"osure is moderatel! 3ig3 es"eciall! in case of commercial cinema. "uture o, ,i%ms In its centur! old e0istence cinema 3as faced fe$ s3a'es u"s. ,irst it $as television. /'e"tics t3oug3t no one $ould $atc3 films in t3eatres5 as so muc3 $as available on television $it3 in t3e comforts of one9s 3ome. &ut soon it $as found t3at *7 de"ends too 3eavil! on films and films form a considerable "art of *7 "rogramming. *3en came videocassettes. #o$ it is videodiscs. *3ese eliminate t3e necessit! of Jgoing outK to t3e t3eatres to be entertained. &ut t3e fact t3at cinema is t3riving "roves t3at mass media s3are a s!mbiotic relations3i" and are not mutuall! destructive. Of course5 cinema is not sitting idle. It is facing t3e t3reat "osed b! ot3er media 3ead6on. <ig3l! decorated t3eatre 3alls com"lete $it3 s3o""ing com"le0es5 are no$ attracting more audience. Multi"le0es5 li'e ?7( el3i are anot3er $a! of film fig3ting bac'. *3en t3ere are -0 mm and cinemasco"e. ,aster frame rate is anot3er novelt!. <oll!$ood 3as started delivering films to t3eatre 3alls over satellite. :not3er recent innovation is t3e I-max screens5 $3ic3 are ten times larger t3an t3e traditional 3) mm screen. olb! stereo s!stem5 1+6trac' recording5 etc. also 3ave added more allure to films. Interactive films5 $3ere audience member can 3ave a sa! about 3o$ a film s3ould end5 is anot3er novel $a! of attracting more audience. /o it can be safel! concluded t3at film5 as a medium of entertainment and communication and as an industr!5 $ould continue to gro$ and 3old an im"ortant "art in our social s!stem. C<EC= >OU( ?(O@(E// 11.Cist t3e strengt3s and $ea'nesses of t3e films as a medium of mass communication.

1.5.> Com(uters
*3ere is a rising use of "ersonal com"uters b! individuals at 3ome and in offices. *oda!5 average "erson 3as t3e s'ill to use basic com"uter in dail! life. :s t3e essence of mass communication is t3at "rofessional communicators o"erate t3e
1-

media to a large and 3eterogeneous audience5 a com"uter net$or' in $3ic3 "eo"le send messages to eac3 ot3er $ill be a different 'ind of "rocess altoget3er. <o$ever5 $3ere records of memos5 messages5 and transactions are done5 t3is medium $ould be considered to be a medium of mass communication. : more li'el! "ros"ect is t3at ne$ mass media $ill develo" b! cou"ling com"uters to modern variants of cable television. In fact5 e0"erimental media using t3is tec3nolog! 3ave alread! come into use.

1.; NEED ? IM@ORTANCE O" MASS COMMUNICATION 1.;.1 Ma7or ,unctions o, Mass Communication
*3e content of mass communication seem diverse in nature to audience as t3e! e0"ose t3emselves to t3ousands of media stimuli t3roug3out t3e da! and round t3e cloc'. #e$s5 revie$s5 commentaries5 advertisements5 etc can saturate t3e audience. *3us5 t3e audience members select t3e messages according to t3eir needs. *3e major functions of mass communication are t3at it informs5 enric3es5 educates and entertains. Sur'ei%%ance o, en'ironmentB It is one of t3e most im"ortant major functions of mass communication conce"tuali%ed b! Cas$ell. /c3ramm observed t3at in t3is function media too' on $atc3man9s role. Sur'ei%%ance is t3e "rocess of monitoring t3e be3avior of "eo"le5 objects or "rocesses $it3in s!stems for conformit! to e0"ected or desired norms in trusted s!stems for securit! or social control. :lt3oug3 t3e $ord surveillance literall! means L-atc$in) o'erL t3e term is often used for all forms of observation or monitoring5 not just visual observation. /urveillance of environment involves see'ing out and t3en transmitting information about t3e societ! and all ot3er relevant elements. Mass communication 'ee"s $atc3 on socio6"olitical6economic events of t3e close and fara$a! localities and reac3es t3e accounts to t3e audience t3roug3 creative re"orting. *3e effect of surveillance of environment function can be counted on individuals and societ!. Effects of ne$s on individuals areB 1F Increase "ersonal esteemB ?ersonal esteem is built t3roug3 t3e "restige t3at comes from 'no$ing t3e ne$s. *3ere is social gain from being
12

1G

t3e first $it3 t3e ne$s. 1uite man! individuals are a$are of t3is gain and so collect ne$s from various media sources. 2F ?rovide social base for "ersonal interc3angeB Individuals remain a$are in advance about $3at $ill be t3e subject of interaction $it3 t3eir friends5 3o$ and $3at "arts of t3e mass media content $ill be 3ig3l! desirable during conversation $it3 ot3ers and so on. 3F @ains in and feeling for 'no$ledgeB individuals remain 'no$ledgeable about t3e information on t3e environment and t3at encourage t3em to see' more 'no$ledge and satisf! t3eir curiosit!. C<EC= >OU( ?(O@(E// 11.43at do $e mean b! 8/urveillance9A In,ormation4 *3e ;ualit! of our life $ould be "oorer $it3out t3e bit of information $e get from mass media. In t3e $estern countries5 information is no$ regarded as "o$er. *3e more informed !ou are5 t3e more "o$erful !ou become. *3ose $3o 3ave access to information can ta'e advantage of it in t3eir o$n interest. Mass communication "rovides us enormous information about t3e environment in $3ic3 $e live. Information suc3 as ne$s of $ar5 danger5 crisis5 eart3;ua'e5 famine5 etc. is im"ortant for t3at 3el"s us in ta'ing a""ro"riate ste"s to safeguard our interests. Entertainment4 4e all need entertainment to brea' t3e monoton! of our 3ectic stressful life and divert our attention from t3e troubles and tensions. /uc3 diversion $ill 3ave a "ositive im"act on our lives. Mass media "rovides a variet! of entertainment to audiences t3roug3 films5 *7 s3o$s5 drama5 dance5 music5 art5 comed!5 games5 animation5 etc. @ersuasion4 ?ersuasion is an alternative term used to denote an act of influencing ot3ers. One of t3e most im"ortant functions of mass communication is to "ersuade t3e ot3er "erson. It is onl! t3roug3 "ersuasion t3at one can control and govern ot3ers. &ut it is also "ossible t3at one ma! resort to "ersuasion $it3 a bad motive. *3e receiver must be careful about t3e source of suc3 "ersuasion. *3e "ersuasive "otential of mass communication is used 3eavil! in bot3 develo"ing and develo"ed countries. Media are e0tensivel! used for socio6economic "rogress and for sales "romotion of t3e consumer goods. Instruction4 Mass communication 3el"s to instruct5 educate and sociali%e t3e members of t3e societ!. Mass communication "rovides a fund of 'no$ledge5 e0"ertise and s'ills t3at enable "eo"le to o"erate as effective members of societ!.
20

It also creates a$arenessD give direction and o""ortunit! to audience t3roug3 "ositive im"act of mass media. Corre%ation4 *3is term $as used b! Cass$ell and is an im"ortant function of mass communication. *3e role of mass media in correlation function $as termed as 8"orum9 b! /c3ramm. *3e mass communication in t3e role of forum is for t3e e0c3ange of comments and criticism. *3e said function of mass communication arouses interests t3roug3 lead articles5 editorials5 s"ecial articles in case of ne$s"a"ers and maga%ines and ne$s commentar!5 current affairs in case of radio and television. *3e "ur"ose is to im"rove t3e ;ualit! of usefulness of t3e information for t3e citi%en. ,orum im"lies a "latform $3ere e0c3ange of vie$s ta'es "lace. *3is function of media t3us enables t3e audienceMreaders to $iden t3eir understanding about t3e environment and events 3a""ening all around t3em. De+ate an& &iscussion4 It is t3roug3 debate and discussion in media t3at t3e "ublic can clarif! different vie$"oints on issues of "ublic interests and arrive at a general agreement on matters t3at concern us all. :lso t3e audience gets a c3ance to "resent t3eir vie$s t3roug3 debate and discussions in tal' s3o$s t3roug3 different mass media. Cu%tura% @romotion4 Media educate t3e "eo"le to$ard better living and "reserving t3e traditions of t3e 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 3el"s us "romote ours to all "art of t3e $orld. *3us5 individuals come to 'no$ one anot3er5 understand and a""reciate ot3er9s $a!s of life and t3ereb! develo" tolerance to$ards one anot3er. C<EC= >OU( ?(O@(E// 11.43at are t3e main functions of Mass communication mediaA

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

6?ervasiveness of Mass Media 6Mass Communication Informs 6Mass Media Entertains 6Mass Communication ?ersuades 6Mass Communication &inds *3e mass media 3ave an im"ortant role in modern democratic societ! as t3e main c3annel of communication. *3e "o"ulation relies on t3e ne$s media as t3e main
21

source of information and t3e basis on $3ic3 t3e! form t3eir o"inions and voting decisions. :n! selection of messages in t3e mass media $ill t3us 3ave a "rofound effect on t3e entire societ!. Com"etition 3as become increasingl! 'een in t3e area of t3e mass media as t3e! 'ee" fig3ting for t3e attention of t3e readers5 listeners5 and *76vie$ers. *3e life and deat3 of eac3 ne$s"a"er and *7 station is at sta'e 3ere $3en t3e income from advertising and s"onsoring is "ro"ortional to t3e number of readers or vie$ers. *3e "rinted media 3ave "roblems com"eting $it3 t3e electronic media as sources of ne$s. In order to survive5 t3e! are increasingl! turning to ot3er strategies suc3 as entertainment5 titillation5 scandal mongering5 and s"reading fear and s"ending fe$er resources on serious researc3ing of ne$s. *3is is not onl! about t3e survival of t3e fittest of t3e ne$s mediaD it is also about cultural selection and "olitical selection. *3e ne$s media are t3e most im"ortant c3annels for t3e "ro"agation of culture5 ideas5 and o"inions. Most o"inion formation ta'es "lace $3en "eo"le sit and $atc3 ne$s and debates on television. :nal!%ing t3e cultural selection in t3e electronic information societ!5 $e find t3at an im"ortant "art of t3e selection lies in t3e c3oice bet$een *7 c3annels. Millions of la%! vie$ers sit in t3eir comfortable armc3airs $it3 remote controls in t3eir 3ands %a""ing bet$een action films5 revivalist "reac3ers5 and commercials for a ne$ fragrance5 3ardl! reali%ing t3at b! c3oosing $3ic3 cultural and "olitical influences t3e! e0"ose t3emselves to5 t3e! also c3ose t3e cultural and "olitical evolution of t3eir countr!. It is ver! im"ortant to anal!%e $3ic3 selection criteria are in effect 3ere. *3e electronic media are first and foremost "acif!ing. It is a rela0ation mac3ine5 and t3e vie$er $ants to be entertained. *3e faces on t3e screen are not c3osen for t3eir o"inions but for t3eir entertainment value. *7 stations do not com"ete on ideologies but on sense im"ressions. :n e0treme e0am"le is music videos5 satiated $it3 fast c3anging sense im"ressions in sound as $ell as in "ictures. Media scientists 3ave often discussed 3o$ muc3 influence t3e media 3ave on "eo"leNs o"inions. ?eo"le tend to selectivel! read $3at t3e! alread! agree $it3 and to rationali%e t3eir "reformed o"inions in t3e face of contrar! arguments. E0"erimental evidence seems to indicate t3at t3e mass media 3ave little "o$er to c3ange "eo"leNs o"inions on issues for $3ic3 t3e! alread! 3ave formed a strong o"inion5 but t3e! 3ave a "rofound influence $3en it comes to setting t3e agenda and "riming "eo"le on ne$ issues.

22

4e live in t3e age $3ere mass communication "erforms certain functions t3at are useful to us. It is t3roug3 mass communication t3at millions of audience is e0"osed to a variet! of messages eac3 da!. 43ile man! consumers of media are satisfied $it3 an! single c3annel of mass communication5 t3ere are ot3ers $3o see' e0"osure to more t3at one c3annel. *3ere is increasing an0iet! about t3e adverse effect of mass communication on societ! in general and individuals in "articular. In s"ite of limited reac35 mass communication is so central to societ! t3at life seems inconceivable $it3out mass media. *3e! inform and s3a"e our social life. *3eir influence is "ositive if t3e! are able to fulfill t3e information and entertainment needs of t3e "eo"le in accordance $it3 t3e e0isting norms5 values and culture in societ!. Usuall!5 t3e mass communication messages are "ositive li'e conve!ing messages for communal 3armon!5 "eace5 anti6terrorism5 anti6social evils5 anti6drugs5 etc. *3e ne$s"a"er can influence t3e "eo"le to a large e0tent creating a$areness and "olitical develo"ment. &roadcasting under government control can be use for t3e "ur"ose of education5 social c3ange and develo"ment of t3e societ!. ,ilms can bring for$ard un3ealt3! social issues of our societ! and "romote "eace and 3armon! $it3in communities. *3us5 t3ese mass media can contribute immensel! to$ards nation develo"ment and social a$areness. Media li'e television and cable television can sometimes 3ave bad effect in our societ!. *3e audience of t3ese media are $atc3ing ever!t3ing being telecasted in 3o"e of entertaining t3emselves5 be it violence5 vulgarit!5 etc. besides t3is5 advertising also leaves images and im"act on !oung minds. *3e! give c3ildren a materialistic $orld5 $3ic3 desires unaffordable t3ings. :lso too muc3 of television $atc3ing is creating 3ealt3 "roblems of obesit! and diversion from studies5 slee" and eating "ro"er diet. Mass communication does influence Eand even reflectF social values and "ractices5 but t3is influence is al$a!s in combination $it3 a $3ole lot of ot3er socio6cultural and economic and "olitical factors. &! t3emselves5 t3e media 3ave little "o$er to influence5 c3ange and develo". ,or e0am"le5 <indi films ma! start fas3ions for men and $omen in t3e areas of clot3es5 3airst!les5 manner of s"eec35 manner of greeting5 or $a!s of sociali%ing. 4e ma! even go to t3e e0treme of acting out $3at $e see or 3ear in t3e mass media5 sa! a violent gesture or "rotest5 but it ta'es muc3 more t3an film or *7 to c3ange our social and cultural values.

23

C<EC= >OU( ?(O@(E// 11.<o$ is mass communication 3el"ful in t3e develo"ment of our societ!A

1.= SUMMAR8
Mass communication is defined as 6a "rocess $3ereb! mass "roduced messages are transmitted to large5 anon!mous and 3eterogeneous masses of receivers9. 4e re;uire a sender5 a message5 a c3annel and a receiver for communication to occur. ,urt3er t3ere is feedbac'5 $3ic3 is t3e res"onse or reaction of t3e receiver5 $3ic3 comes bac' to t3e sender t3roug3 t3e same or some ot3er c3annel. *3ere are different media involved in t3e "rocess of mass communication. *3e! reac3 ever! corner of t3e $orld and are ver! "o$erful. *3e! invade even t3e "rivac! of our bedrooms. *3e! inform5 educate5 entertain and "ersuade. *3e! also 3el" in t3e transmission of culture and "erform t3e job of surveillance of t3e societ!. *3e! are t3e mass media. *3e major functions of mass communication are t3at it informs5 enric3es5 educates and entertains. *3e ne$s media are t3e most im"ortant c3annels for t3e "ro"agation of culture5 ideas5 and o"inions.

1.> EAERCISES AND BUESTIONS

11. iscuss 3o$ Mass communication is a "o$erful form of communication. 12.43at are t3e main functions of mass mediaA 13.43at are t3e elements of Mass communicationA 14.&riefl! describe t3e im"ortance and 3istor! of #e$s"a"er as a mass communication mediumA 1).43at do $e mean b! 8mass media9A Cist some im"ortant mass media and discuss t3eir im"ortance in toda!9s $orld.

224

1.C "URT0ER 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 / Me3ta 4. Mass Communication *3eor! enis Mc 1uail

2)

UNIT -MODE2S O" MASS COMMUNICATION

Structure
2.0 2.1 2.2 2.3 2.4 2.) Unit Objectives Introduction Models of Mass Communication
2.2.1Ca%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

/ummar! E0ercises and 1uestions ,urt3er (eading

.0 UNIT OBJECTIVES
*o e0"lain t3e meaning of 8Model9 *o discuss t3e various models of Mass Communication *o stud! t3e im"ortance of Mass Communication models *o stud! t3e features of different models of Mass Communication

.1 INTRODUCTION
Models "rovide t3eorists $it3 a structure for assembling t3eir findings5 $3ic3 ma! subse;uentl! be tested in t3e 8real $orld9. /o models of mass communication are gra"3ical re"resentations t3at e0"lain t3roug3 diagrams5 figures and b! all ot3er suc3 means so as to clear t3e conce"ts. In fact5 a model can be called as an a""ro0imate $a! of e0"laining a t3eor!. @enerall!5 a model means somet3ing5 $3ic3 is ideal to be follo$ed and imitated. In a t3eor! $e use $ords to e0"lain a "3enomenon5 a model e0"lains t3e "rocess $it3 t3e 3el" of tables5 "3otogra"3s5 c3arts5 dra$ings5 etc. suc3 dra$ings $ill e0"lain t3e im"lications5 im"acts and t3e interactive connections bet$een various elements involved in t3e conce"t being e0"lained.

2+

C<EC= >OU( ?(O@(E// 11.43at do !ou mean b! a model of mass communicationA

. MODE2S O" MASS COMMUNICATION . .1 2a9ar,ie%& T-o Ste( "%o0istor# an& Orientation ?aul Ca%arsfeld5 &ernard &erelson5 and <a%el @audet in *3e ?eo"le9s C3oice5 a 1G44 stud! focused on t3e "rocess of decision6ma'ing during a ?residential election cam"aign5 first introduced t3e t$o6ste" flo$ of communication 3!"ot3esis. *3ese researc3ers e0"ected to find em"irical su""ort for t3e direct influence of media messages on voting intentions. *3e! $ere sur"rised to discover5 3o$ever5 t3at informal5 "ersonal contacts $ere mentioned far more fre;uentl! t3an e0"osure to radio or ne$s"a"er as sources of influence on voting be3avior. :rmed $it3 t3is data5 =at% and Ca%arsfeld develo"ed t3e t$o6ste" flo$ t3eor! of mass communication. Core Assum(tions an& Statements *3is t3eor! asserts t3at information from t3e media moves in t$o distinct stages. ,irst5 individuals Eo"inion leadersF $3o "a! close attention to t3e mass media and its messages receive t3e information. O"inion leaders "ass on t3eir o$n inter"retations in addition to t3e actual media content. *3e term 8"ersonal influence9 $as coined to refer to t3e "rocess intervening bet$een t3e media9s direct message and t3e audience9s ultimate reaction to t3at message. O"inion leaders are ;uite influential in getting "eo"le to c3ange t3eir attitudes and be3aviors and are ;uite similar to t3ose t3e! influence. *3e t$o6ste" flo$ t3eor! 3as im"roved our understanding of 3o$ t3e mass media influence decision6 ma'ing. *3e t3eor! refined t3e abilit! to "redict t3e influence of media messages on audience be3avior5 and it 3el"ed e0"lain $3! certain media cam"aigns ma! 3ave failed to alter audience attitudes on be3avior. *3e t$o6ste" flo$ t3eor! gave $a! to t3e multi6ste" flo$ t3eor! of mass communication or diffusion of innovation t3eor!.

2-

Conce(tua% Mo&e%

/ourceB =at% . Ca%arsfeld E1G))F De'e%o(ment o, t$e T-o-ste( "%o- o, Communication t$eor# :s $it3 most t3eories no$ a""lied to :dvertising5 t3e *$o6ste" flo$ of Mass communication $as first identified in a field some$3at removed from communications6sociolog!. In 1G425 ?aul Ca%arsfeld5 &ernard &erelson5 and <a%el @audet "ublis3ed The People"s #hoice5 a "a"er anal!%ing t3e voters decision6 ma'ing "rocesses during a 1G40 "residential election cam"aign. *3e stud! revealed evidence suggesting t3at t3e flo$ of mass communication is less direct t3an "reviousl! su""osed. :lt3oug3 t3e abilit! of mass media to reac3 a large audience5 and in t3is case "ersuade individuals in one direction or anot3er5 3ad been a to"ic of muc3 researc3 since t3e 1G20Ns5 it $as not until t3e People"s #hoice $as "ublis3ed t3at societ! reall! began to understand t3e d!namics of t3e media6 audience relations3i". *3e stud! suggested t3at communication from t3e mass media first reac3es Lo"inion leadersL $3o filter t3e information t3e! gat3er to t3eir associates5 $it3 $3om t3e! are influential. ?revious t3eories assumed t3at media directl! reac3ed t3e target of t3e information. ,or t3e t3eorists5 t3e o"inion leader t3eor! "roved an interesting

22

discover! considering t3e relations3i" bet$een media and its target $as not t3e focus of t3e researc35 but instead a small as"ect of t3e stud!. Ca%arsfeld suggested Lideas often flo$ from radio and "rint to t3e o"inion leaders and from t3em to t3e less active sections of t3e "o"ulation.L ?eo"le tend to be muc3 more affected in t3eir decision ma'ing "rocess b! face 6to6face encounters $it3 influential "eers t3an b! t3e mass media. *3e studies b! Ca%arsfeld and 3is associates s"ar'ed interest in t3e e0act ;ualities and c3aracteristics t3at define t3e o"inion leader. Is an o"inion leader influential in all cases5 on all to"icsA Or is t3e influence of an o"inion leader constrained to certain to"icsA <o$ does an o"inion leader come to be influentialA T$e O(inion 2ea&ers :$o are t$e#D 0o- $a'e t$e# come to +e &e,ine&D : stud! b! (obert Merton revealed t3at o"inion leaders3i" is not a general c3aracteristic of a "erson5 but rat3er limited to s"ecific issues. Individuals5 $3o act as o"inion leaders on one issue5 ma! not be considered influential in regard to ot3er issues. : later stud! directed b! Ca%arsfeld and =at% furt3er investigated t3e c3aracteristics of o"inion leaders. *3is stud! confirmed t3e earlier assertions t3at "ersonal influence seems more im"ortant in decision ma'ing t3an media. :gain5 influential individuals seem constrained in t3eir o"inion leading to "articular to"ics5 non 6overla""ing among t3e individuals. *3e o"inion leaders seem evenl! distributed bet$een t3e social5 economical5 and educational levels $it3in t3eir communit!5 but ver! similar in t3ese areas to t3ose $it3 $3om t3e! 3ad influence. Ca%arsfeld did not identif! an! "articular traits amongst o"inion leaders t3at stand out. *3e traits t3at c3aracteri%e eac3 of t3e o"inion leaders in t3eir nic3e did 3ave t3ings in common5 t3oug3. ,or one t3ing5 t3e o"inion leaders $ere identified as 3aving t3e strongest interest in t3eir "articular nic3e. *3e! 3old "ositions $it3in t3eir communit! affording t3em s"ecial com"etence in t3eir "articular nic3es. ,inall!5 t3e! 3adM3ave contact $it3 relevant information su""lied from outside t3eir immediate circle. Interestingl! enoug35 =at% and Ca%arsfeld observed t3at t3e o"inion leaders receive a dis"ro"ortionate amount of t3eir e0ternal information from media a""ro"riate to t3eir nic3e. Ot3er /tudies determined t3at o"inion leaders act Las a source of social "ressure to$ard a "articular c3oice and as a source of social su""ort to reinforce t3at c3oice once it 3as been made. *3e o"inion leaders often develo" leaders3i" "ositions in

2G

t3eir social circles. *3e! ac3ieve t3ese "ositions based on t3eir 'no$ledge of situations outside t3eir circles. C<EC= >OU( ?(O@(E// 11.43o gave t3e *$o6ste" flo$ modelA 12.43o are t3e 8O"inion leaders9A

. . De(en&enc# Mo&e%
0istor# an& Orientation e"endenc! model $as originall! "ro"osed b! /andra &all6(o'eac3 and Melvin e,leur E1G-+F. *3e model of t3is t3eor! merged out of t3e communication disci"line. e"endenc! t3eor! integrates several "ers"ectivesB first5 it combines "ers"ectives from "s!c3olog!D second5 it integrates s!stems "ers"ectives $it3 elements from more causal a""roac3es. *3ird5 it combines elements of uses and gratifications researc3 $it3 t3ose of media effects. *raditions. Its "rimar! focus is less on effects and more on $3! media effects t!"icall! are limited. ,inall!5 a conce"tualist "3iloso"3! is incor"orated into t3e t3eor!5 $3ic3 also features traditional concerns $it3 t3e content of media messages and t3eir effects on audiences. Core Assum(tions an& Statements e"endenc! t3eor! "ro"oses an integral relations3i" among audiences5 media and t3e larger social s!stem. *3is t3eor! "redicts t3at !ou de"end on media information to meet certain needs and ac3ieve certain goals5 li'e uses6and6 gratifications t3eor!. &ut !ou do not de"end on all media e;uall!. *$o factors influence t3e degree of media de"endence. ,irst5 !ou $ill become more de"endent on media t3at meet a number of !our needs t3an on media t3at "rovide just a fe$. *3e second source of de"endenc! is social stabilit!. 43en social c3ange and conflict are 3ig35 establis3ed institutions5 beliefs5 and "ractices are c3allenged5 forcing !ou to reevaluate and ma'e ne$ c3oices. :t suc3 times !our reliance on t3e media for information $ill increase. :t ot3er5 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 s3a"ed b! t3e culture or b! various social conditions. In ot3er $ords5 individuals9 needs5 motives5 and uses of

30

media are contingent on outside factors t3at ma! not be in t3e individuals9 control. *3ese outside factors act as constraints on $3at and 3o$ media can be used and on t3e availabilit! of ot3er non6media alternatives. ,urt3ermore5 t3e more alternatives and individual 3ad for gratif!ing needs5 t3e less de"endent 3e or s3e $ill become on an! single medium. *3e number of functional alternatives5 3o$ever5 is not just a matter of individual c3oice or even of "s!c3ological traits but is limited also b! factors suc3 as availabilit! of certain media. Conce(tua% Mo&e%
/ocial s!stem Media s!stem

:udiences

Effects

*3is model is t3e general idea of t3e de"endenc! t3eor!. C<EC= >OU( ?(O@(E// 11.43at does e"endenc! t3eor! "redictsA 12.43o "ro"osed t3e e"endenc! modelA EE(%anation *3is t3eor! states t3at t3e more de"endent an individual is on t3e media for 3aving 3is or 3er needs fulfilled5 t3e more im"ortant t3e media $ill be to t3at "erson. CritiFue4 Media e"endenc! *3eor! "redicts a correlation bet$een media de"endence and im"ortance and influence of t3e media5 but eac3 "erson uses t3e media in different $a!s. :lso5 t3e media affects eac3 "erson in different $a!s. It 3as e0"lanator! "o$er5 but more of "redictive "o$er because it "redicts 3o$ de"endenc! on t3e

31

media correlates $it3 im"ortance of t3e media to a certain "erson. /o $e can sa! t3at media de"endenc! model isB (elativel! sim"le to understand. It can be "roven false. If a "erson is not de"endent on t3e media5 media $ill not be of great im"ortance to t3at individual. It is internall! consistent5 $it3 meta6t3eoretical assum"tions on t3e same side. It is a s"ringboard to furt3er researc35 es"eciall! so5 since it came from ot3er t3eories. It 3el"s to organi%e and relate ot3er media effect t3eories.

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

$%ere may lie the most important effect of mass communication its ability to mentally order and organize our world for us! &n short the mass media may not be successful in telling us what to think but they are stunningly successful in telling us what to think about!$ O/3a$ . McCombs5 1G-:genda setting is a t!"e of "ublic o"inion researc3 focused5 not on "ersuasion and attitude c3ange5 but on t3e salience Eor "rominenceF of issues on t3e agendas of media5 "ublic or "olic!6 ma'ers. McCombs . /3a$Ns agenda6setting 3!"ot3esis E1G-2F contends t3at t3e mass mediaNs "ervasiveness5 along $it3 t3e "assivit! of audiences5 lends it a tremendous "o$er to s3a"e o"inionD also5 t3at t3e mediaNs agenda is dis"ro"ortionate to objective measures5 or real6$orld indicators5 of various social "roblems. 0istor# an& Orientation :genda setting describes a ver! "o$erful influence of t3e media P t3e abilit! to tell us $3at issues are im"ortant. :s far bac' as 1G225 t3e ne$s"a"er columnist 4alter Ci""man $as concerned t3at t3e media 3ad t3e "o$er to "resent images to t3e "ublic. McCombs and /3a$ investigated "residential cam"aigns in 1G+25 1G-2 and 1G-+. In t3e researc3 done in t3e! focused on t$o elementsB a$areness and information. Investigating t3e agenda6setting function of t3e mass media5 t3e! attem"ted to assess t3e relations3i" bet$een $3at voters in one communit! said $ere im"ortant issues and t3e actual content of t3e media messages used during t3e cam"aign. McCombs and /3a$ concluded t3at t3e mass media e0erted a

32

significant influence on $3at voters considered to be t3e major issues of t3e cam"aign. Core Assum(tions an& Statements :genda setting is t3e creation of "ublic a$areness and concern of salient issues b! t3e ne$s media. *$o basis assum"tions underlie most researc3 on agenda6settingB E1F t3e "ress and t3e media do not reflect realit!D t3e! filter and s3a"e itD E2F media concentration on a fe$ issues and subjects leads t3e "ublic to "erceive t3ose issues as more im"ortant t3an ot3er issues. One of t3e most critical as"ects in t3e conce"t of an agenda6setting role of mass communication is t3e time frame for t3is "3enomenon. In addition5 different media 3ave different agenda6setting "otential. :genda6setting t3eor! seems ;uite a""ro"riate to 3el" us understand t3e "ervasive role of t3e media Efor e0am"le on "olitical communication s!stemsF. &ernard Co3en E1G+3F statedB J*3e "ress ma! not be successful muc3 of t3e time in telling "eo"le $3at to t3in'5 but it is stunningl! successful in telling its readers $3at to t3in' about.K Conce(tua% Mo&e%

:ccording to t3e a)en&a-settin) t$eor#5 mass media set t3e agenda for "ublic o"inion b! 3ig3lig3ting certain issues. /tud!ing t3e $a! "olitical cam"aigns $ere covered in t3e media5 /3a$ and McCombs found t3e main effect of ne$s media to be agenda6setting5 telling "eo"le not $3at to t3in'5 but $3at to t3in' about. :genda setting is usuall! referred to as a function of mass media and not a

33

t3eor!.*3e t3eor! e0"lains t3e corres"ondence bet$een t3e rate at $3ic3 media cover a stor! and t3e e0tent t3at "eo"le t3in' t3at t3is stor! is im"ortant. *3is corres"ondence 3as re"eateadl! been s3o$n to occur. :genda6setting is believed to occur because t3e "ress must be selective in re"orting t3e ne$s. #e$s outlets act as gatekeepers of information and ma'e c3oices about $3at to re"ort and $3at not. 43at t3e "ublic 'no$ and care at an! given time is mostl! a "roduct of media6gate'ee"ing. *3e agenda6setting function is a 3 "art6"rocessB 1. Media :genda 6 issues discussed in t3e media 2. ?ublic :genda 6 issues discussed and "ersonall! relevant to t3e "ublic 3. ?olic! :genda 6 issues t3at "olic! ma'ers consider im"ortant *3e agenda6setting model validated t3e normative findings of man! researc3ers concerning mass mediaNs effects on societ!. evelo"ed $it3in mass communications researc35 t3e field 3as evolved into a robust field of in;uir! for communication sc3olars and t3ose in man! different disci"lines5 as $ell. E*3e term Lagenda6settingL 3as even infiltrated "o"ular culture.F :genda6setting researc3 3as gro$n more so"3isticated. ?olic! and inter6media agenda setting 3ave become "o"ular researc3 areas. *3e basic ideas of t3e :genda . Effect t3eor! can be traced bac' to t3e $or' of 4alter Ci""mann5 a "rominent :merican journalist. Ci""mann E1G22F "ro"osed t3at "eo"le did not res"ond directl! to events in t3e real $orld but lived in a pseudo'en(ironment com"osed of Lt3e "ictures in our 3eadsL. *3e media $ould "la! an im"ortant "art in t3e furnis3ing of t3ese "ictures and s3a"ing of t3e "seudo6environment. :genda6setting t3eor! 3as a long and storied 3istor! t3at stems from t$o different disci"lines5 culminating $it3 McCombs and /3a$Ns 1G-2 $or' L*3e agenda6 setting function of mass media.L McCombs and /3a$ fused bot3 mass communication t3eor! and "ublic o"inion t3eor! about agenda formation into t3eir self6titled agenda6setting 3!"ot3esis. &efore t3eir 1G-2 article bot3 mass communication and "ublic o"inion t3eorists 3ad inde"endentl! dealt $it3 3o$ and $3at effects issues 3ave $3en t3e! become im"ortant to t3e media and t3e "ublic res"ectivel!. McCombs and /3a$ suggested t3at a mass mediated agenda affects t3e "ublic t3roug3 a Lsim"leL increase in re"orting on an issue and at t3e same time t3e "ublic interest increases due to salience and ubi;uit! of t3at issue to t3e "ublic at large.
34

Mass Communication A)en&a T$eor# t$rou)$ @o-er,u% E,,ects Mo&e%s Earl! mass media researc3 about t3e setting of a mediated agenda focused on $3ere t3e agenda $as coming from and 3o$ it $as formed. Concurrentl!5 Ca%arsfeld and Merton E1G42F suggested t3e media $as controlled b! big business and "o$erful organi%ations5 $it3 t3e im"lication t3at t3ese businesses and organi%ations actuall! set t3e agenda for t3e media. *3e <utc3ins (e"ort cou"led $it3 Ca%arsfeld and Merton seem to suggest t3at earl! mass media agenda researc3 centered around $3o 3as t3e "o$er to set t3e agenda and $3at does t3at "o$er mean. *3e attem"ts to find ans$ers to t3ese ;uestions formulated t3e LmiddleL of mass communication agenda t3eor! formation. =at% and Ca%arsfeld E1G))F introduced t3e t$o6ste" flo$ model of communication during t3is "eriod of time. *3e! "ostulated t3at issues $ere first broug3t u" b! t3e mass media and t3en o"inion leaders in societ! too' in t3ese messages and disseminated t3e information directl! to t3e "ublics. =at% and Ca%arsfeld5 and several ot3er t3eorists5 believed t3at t3e media 3eld a great deal of "o$er over t3e "ublic and t3at b! t3e mass media creating an agenda t3e "ublic $ould follo$ it $it3out ;uestion. *3is seemed to be a starting "oint for t3e vague beginning of ;uestions concerning mass media and t3e "ublic. <o$ever5 =at% and Ca%arsfeld seem focused on a t3eor! of media dominance over t3e "ublic. *3e "eriod of t3e strong effects models of mass mediated agendas $as s3ort lived. =la""er E1G+0F succinctl! anal!%ed t3at in several studies b! Ca%arsfeld and /tanton a strong media effects model did not $or' because t3e "ublic $as not as sim"leminded as t3e! first t3eori%ed. In t3ese studies it $as found t3at inter"ersonal relations3i"s5 "ersonal e0"erience5 and ot3er issues mediated t3e rece"tion of t3e mass media agenda.

. .5 Mo&e% o, !ate Gee(in)

*3is model $as designed b! &ruce 4estle! and Malcolm MacCean and is an e0tension of #e$combe9s Model. *3is model is ;uite fre;uentl! used in mass media. It is based on t3e assum"tion t3at messages in mass communication "ass t3roug3 different c3ec'"oints called 8gate'ee"er9 before t3e! are actuall! received b! audience. *3e 8gate'ee"er9 conce"t is essentiall! a term a""lied to in mass media and is often associated $it3 t3e ne$s. @ate 'ee"ing means t3at t3e information 3as to flo$ along certain c3annels5 $3ic3 contain gate'ee"ers $3o $ill "ermit t3e information to flo$ or sto".

3)

*3e "rocess of decision6ma'ing de"ends u"on t3e "olicies5 li'es5 and disli'es of t3e organi%ation. It decides $3et3er t3e information $ill be allo$ed to enter and continue in t3e c3annel. *3e audience5 t3erefore5 receives t3e re"orter9s and editor9s version of t3e da!9s event and not necessaril! $3at ma! be t3e realit!. *3us5 inter"osed bet$een t3e sender and t3e audience are t3e editors $3et3er in "rint journalism5 *7 or radio $3o as gate'ee"ers5 determine $3at t3e "ublic reads5 listens to or $atc3es. *3erefore5 t3e audience9s e0"osure to an event9s realit! is in t3e gate'ee"er9s 3ands. *3is model is ;uite realistic in t3e modern media scenario5 "articularl! t3e ne$s media. *3e onl! dra$bac' being t3at it a""lies onl! on t3e mass media and fails to ta'e account of t3e relations3i" bet$een t3e mass media and t3e ot3er s!stems t3roug3 $3ic3 $e fit into societ! li'e famil!5 $or'5 friends3i"s5 sc3ool5 c3urc35 trade unions and all ot3er formal and informal net$or's of relations3i". #ormall!5 one is not as de"endent u"on t3e media as t3is model im"lies.
A1 A1 A A

A1 A 1m A1 A 1c

A
A5

@ate 'ee"ing Model

A 3ere5 is sender $3o receives messages from man! sources Q15 Q25 Q35 Q45RQ and according to 3is "erce"tion of event $rites a re"ort and sends it to gate'ee"er C
$3o "erforms t3e editorial6communicating functionD t3at is t3e "rocess of deciding $3at and 3o$ to communicate. C5 t3erefore5 'ee"ing t3e s"ecific audience in mind5 ma! em"3asi%e or deem"3asi%e a certain "oint in t3e message to stri'e a balance and t3en sends it to t3e audience B.

3+

0istor# an& Orientation =urt Ce$in $as a""arentl! t3e first one to use t3e term Lgate'ee"ing5L $3ic3 3e used to describe a $ife or mot3er as t3e "erson $3o decides $3ic3 foods end u" on t3e famil!Ns dinner table. *3e gate'ee"er is t3e "erson $3o decides $3at s3all "ass t3roug3 eac3 gate section5 of $3ic35 in an! "rocess5 t3ere are several. :lt3oug3 3e a""lied it originall! to t3e food c3ain5 3e t3en added t3at t3e gating "rocess could include a ne$s item $inding t3roug3 communication c3annels in a grou". *3is is t3e "oint from $3ic3 most gate'ee"er studies in communication are launc3ed. 43ite E1G+1F $as t3e "erson $3o sei%ed u"on Ce$inNs comments and turned it solidl! to$ard journalism in 1G)0. In t3e 1G-0s McCombs and /3a$ too' a different direction $3en t3e! loo'ed at t3e effects of gate'ee"ersN decisions. *3e! found t3e audience learns 3o$ muc3 im"ortance to attac3 to a ne$s item from t3e em"3asis t3e media "lace on it. McCombs and /3a$ "ointed out t3at t3e gate6 'ee"ing conce"t is related to t3e ne$er conce"t5 agenda6setting. EMcCombs et al5 1G-+F. *3e gate'ee"er conce"t is no$ )0 !ears old and 3as sli""ed into t3e language of man! disci"lines5 including gate 'ee"ing in organi%ations. Core Assum(tions an& Statements *3e gate'ee"er decides $3ic3 information $ill go for$ard5 and $3ic3 $ill not. In ot3er $ords a gate'ee"er in a social s!stem decides $3ic3 of a certain commodit! P materials5 goods5 and information P ma! enter t3e s!stem. Im"ortant to reali%e is t3at gate'ee"ers are able to control t3e "ublic9s 'no$ledge of t3e actual events b! letting some stories "ass t3roug3 t3e s!stem but 'ee"ing ot3ers out. @ate'ee"ers can also be seen as institutions or organi%ations. In a "olitical s!stem t3ere are gate'ee"ers5 individuals or institutions5 $3ic3 control access to "ositions of "o$er and regulate t3e flo$ of information and "olitical influence. @ate'ee"ers e0ist in man! jobs5 and t3eir c3oices 3old t3e "otential to color mental "ictures t3at are subse;uentl! created in "eo"le9s understanding of $3at is 3a""ening in t3e $orld around t3em. Media gate 'ee"ing s3o$ed t3at 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.

3-

*3e gate'ee"er9s c3oices are a com"le0 $eb of influences5 "references5 motives and common values. @ate 'ee"ing is inevitable and in some circumstances it can be useful. @ate 'ee"ing can also be dangerous5 since it can lead to an abuse of "o$er b! deciding $3at information to discard and $3at to let "ass. #evert3eless5 gate 'ee"ing is often a routine5 guided b! some set of standard ;uestions. Conce(tua% Mo&e%

/ourceB 43ite E1G+4F "a'orite Met$o&s Intervie$s5 surve!s5 net$or' anal!sis. Sco(e an& A((%ication *3is t3eor! is related to t3e mass media and organi%ations. In t3e mass media t3e focus is on t3e organi%ational structure of ne$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. C<EC= >OU( ?(O@(E// 11. E0"lain 8gate 'ee"ing9A 12. 43o "ro"osed t3e gate6'ee"ing model of mass communicationA

.1 SUMMAR8
Models of communication are gra"3ical re"resentations t3at e0"lain t3roug3 diagrams5 figures and b! all ot3er suc3 means as can 3el" to ma'e t3e conce"t clear. In fact5 a model is a $a! to e0"lain a given t3eor!.

32

#o model can be said to be 8rig3t9 or 8true9. /ome ma! be more descri"tive t3an ot3ers5 some ma! corres"ond more $it3 a "articular situation5 $3ile ot3ers corres"ond more $it3 ot3er situations. /ome models re"resent t3e 'no$ledge of !ester!ears $3ile ot3ers are modern and relate to t3e current state of 'no$ledge.

.5 EAERCISES AND BUESTIONS

11. iscuss an! t$o models of Mass communicationA 12. E0"lain e"endenc! model in detail. 13. 43at do $e mean b! :genda /etting . Effect ModelA 14. iscuss 3istor!5 orientation and develo"ment of *$o /te" flo$ ModelA

.; "URT0ER 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 / Me3ta 4.Mass Communication *3eor! enis Mc 1uail

3G

UNIT 1-T0EORIES O" MASS COMMUNICATION

Structure
3.0 3.1 3.2 3.3 3.4 3.) Unit Objectives Introduction *3eories of Mass Communication
:ut3oritarian t3eor! 3.2.2 Cibertarian t3eor! 3.2.3 /ocial (es"onsibilit! 3.2.4 /oviet Media 3.2.) evelo"ment Communication 3.2.+ emocrati%ation *3eor!

/ummar! E0ercises and 1uestions ,urt3er (eading

1.0 UNIT OBJECTIVES

*o learn t3e conce"t of various t3eories of Mass communication *o understand eac3 t3eor! t3roug3 diagrammatic re"resentation *o stud! t3e im"ortance of t3eories of Mass Communication

1.1 INTRODUCTION
Of all t3e times in 3istor! to be stud!ing t3e mass media5 t3is is "robabl! t3e best. #ot onl! t3e di%%!ing tec3nological and economic u"3eavals $it3in t3e media industries t3emselves ma'e it so5 but also t3e out"ouring of t3eor!5 argument5 and researc3 on t3e mass media from diverse academic fields. *3eories about mass communication 3ave never been more "lural or more contentious. *3e area of 'no$ledge $e "rovisionall! call JMass Communication *3eoriesK is an unsettled terrain5 somet3ing of a frontier5 and frontiers are 'no$n for adventures and dangers5 la$lessness and o"en vistas. It deals $it3 central traditions of stud!5 to"ics of debate5 and conce"tual "roblems in media studies. Mass communication t3eor! is best understood as a branc3 of social t3eor!. Indeed5 t3e attem"t to t3eori%e Jsociet!K and JcommunicationK arise in t3e same moment. : t3eorist is5 one $3o argues5 gives reasons and ma'es connections to

40

larger "roblems. *3eor! is not onl! somet3ing t3at "eo"le do in t3eir armc3airsD it is an art t3at ever! sc3olar5 if not citi%en and 3uman5 s3ould cultivate. :ll t3eories are a re6a""roac3 $it3 t3e "ast of an establis3ed t3eor!.

1. T0EORIES O" MASS COMMUNICATION 1. .1 Aut$oritarian T$eor#

*3e :ut3oritarian t3eor! of t3e "ress can be traced to t3e ver! beginning of "rinting. :t t3at time5 trut3 $as t3oug3t to reside in t3ose $3o 3eld "o$er6t3at is5 t3e governing agenc!. *3us t3ere $as strict control of t3e "ress t3roug3 t3e licensing of "rinters b! t3e t3rone. Censors3i" $as "racticed if t3e ruler t3oug3t t3at information s3ould be $it3 3eld from t3e masses. *3erefore5 alt3oug3 t3e government did not necessaril! o$n t3e "ress5 it $as loo'ed on as being an advocate of t3e state. *oda! man! nations $ill not admit t3at t3eir countries are governed according to aut3oritarian "rinci"les5 t3e! "ublicl! es"ouse libertarian conce"ts5 but be3ind t3e scenes aut3oritarian "ractices are carried out. *3is term $as first used b! /iebert refers to an arrangement in $3ic3 t3e "ress is subordinated to state "o$er and t3e interests of a ruling class. *3e t3eor! justifies advance censors3i" and "unis3ment for deviation from e0ternall! set guidelines. Unacce"table attac' on aut3orit!5 deviation from official "olic!5 or offences against moral codes s3ould be criminal offences. Under certain circumstances5 media are subjected to aut3oritarian tendencies in democratic regimes as $ell5 es"eciall! in times of $ar and during internal and e0ternal emergencies. Ot3er media li'e film5 video5 etc are subjected to censors3i". Even t3e "ress5 $3ic3 is free5 lost its inde"endence and freedom during t3e emergenc! E1G-)6--F. *3e aut3orities can and do use t3e "rovisions of official secrets act to den! free access to information5 t3ereb! 3am"ering t3e freedom of "ress.

41

*3e table belo$ $ill 3ig3lig3t t3e "ractice of t3is t3eor!B

#omplete #ontrol

to (arying )egrees of control

Com(%ete (ress contro%

Criticism a%%o-e&. +ut )o'ernment in'o*es Censors$i(

S(ecia% (ress %a-s %ea& to arrest o, e&itors

Su((ression o, (ress o((osition is more co'ert

/oviet Union C3ina >ugoslavia

Colombia Eg!"t /!ria

/out3 :frica Iran5 Ira; ?a'istan Cebanon

*ur'e! :rgentina Indonesia

C<EC= >OU( ?(O@(E// 11.#ame countries5 $3ic3 3ave5 com"lete control over t3e "ressA

1. . 2i+ertarian T$eor#
*oda! 8t3e o"en mar'et "lace of ideas9 and t3e 8self6rig3ting "rocess9 define t3e boundaries of t3e libertarian t3eor! of t3e "ress. In t3e seventeent3 centur! Ho3n Milton defended t3e conce"ts of reason and t3e moral integrit! of man in telling rig3t from $rong5 good from bad5 and trut3 from false3ood in a "o$erful argument for intellectual freedom. Ot3er e0"onents of t3is "3iloso"3! $ere Ho3n /tuart5 *3omas Hefferson and ot3er $3o believed in freedom of e0"ression5 rationalism5 and natural rig3ts. *3e! sa$ as t3e "ress9s function to inform5 to sell5 to entertain5 to u"3old t3e trut35 and to 'ee" c3ec' on t3e government. ?ress o$ners3i" in countries es"ousing t3e libertarian "3iloso"3! is li'el! to be "rivate and s3ould be free from defamation5 obscenit!5 im"ro"riet! and $artime sedition. Countries "racticing t3e libertarian "3iloso"3! toda! are t3e United /tates5 @reat &ritain5 and ot3er $estern Euro"ean nations. Ot3er t3eories related to libertarian t3eor! are t3e social res"onsibilit! t3eor! and t3e objective t3eor! of t3e "ress.
42

Cibertarian t3eor! is also called as t3e 6,ree (ress t$eor#/ and is based on t3e fundamental rig3t of an individual to freedom of e0"ression5 $3ic3 is regarded as t3e main legitimating "rinci"le for "rint media in liberal democracies. In its sim"le form5 it "rescribes t3at an individual s3ould be free to "ublis3 $3at 3e or s3e li'es5 it is t3us e0tension of ot3er rig3ts to 3old o"inions freel!5 to e0"ress t3em5 to assemble and organi%e $it3 ot3ers. *3e free "ress t3eor! needs no elaboration as is evident from t3e first amendment to t3e :merican constitution5 $3ic3 states t3at 8congress s3all ma'e no la$Rabridging t3e freedom of s"eec3 or of t3e "ress5 it is t3us sim"l! an absolute rig3t of t3e citi%en9. &ut t3e a""lication of "ress freedom 3as 3ardl! been straig3tfor$ard. Milton5 /tuart Mill and man! ot3ers argued t3at if freedom is abused to t3e e0tent of t3reatening good morals and t3e aut3orit! of t3e state5 it must be restrained. :ccording to de /ola ?ool E1G-3F5 8no nation $ill indefinitel! tolerate a freedom of t3e "ress t3at serves to divided t3e countr! and to o"en t3e flood gates of criticism against t3e freel! c3osen government t3at leads its9. Moreover5 muc3 difficult! 3as arisen because "ress freedom 3as become identified $it3 "ro"ert! rig3ts E"rivate o$ners3i"F and freedom from interference in t3e mar'et. *3e free "ress t3eor! or t3e libertarian t3eor! t3us "rotects t3e o$ners of media but fails to give e;ual e0"ression to t3e rig3ts o editors and journalists or of t3e audiences.

1. .1 Socia% Res(onsi+i%it# T$eor#

*3e social res"onsibilit! t3eor! is an e0tension of t3e libertarian t3eor! in t3at t3e "ress recogni%es t3at it 3as a res"onsibilit! to societ! to carr! out its essential functions. *3e social res"onsibilit! t3eor! ascribes basicall! t3e same si0 functions to t3e "ress as t3e libertarian t3eor!B 1. ?roviding information5 discussion5 and debate on "ublic affairs 2. Instructing and informing t3e "ublic to ma'e it ca"able of self government 3. ?rotecting t3e rig3ts of t3e individual against t3e government t3roug3 its $atc3dog function 4. Maintaining t3e economic e;uilibrium of t3e s!stem b! bringing toget3er bu!er5 seller5 and advertiser ). ?roviding entertainment +. (emaining inde"endent of outside "ressures b! maintaining its o$n economic self6sufficienc!.

43

*3e basic "rinci"les of t3e social res"onsibilit! t3eor! u"3old conflict resolution t3roug3 discussionD t3ere is 3ig3 regard for "ublic o"inion5 consumer action5 and "rofessional et3ics and jealous guard over "rivate rig3ts and im"ortant social interests. *3is t3eor! emerged in t3e United /tates in t3e t$entiet3 centur!5 and it is evidenced toda! in t3e :nglo6:merican nations. *3e social res"onsibilit! t3eor! is based on t3e assum"tion t3at media serve essential functions in societ!. *3erefore5 it s3ould acce"t and fulfill certain obligations to t3e societ!. *3ese obligations are to be met b! setting 3ig3 "rofessional standards in communication of information5 trut35 accurac!5 objectivit! and balance. In acce"ting and disc3arging t3ese obligations5 t3e media s3ould be self6regulator! $it3in t3e frame$or' of la$ and establis3ed institutions. In t3e "ublic interest5 t3e media s3ould under"la! t3at ne$s $3ic3 mig3t lead to crime5 violence5 and social tension or cause offence to et3nic or religious minorities. *3e media s3ould be "luralist5 s3ould reflect t3e diversit! of t3eir societ! and allo$ access to various "oints of vie$5 including t3e rig3t to re"l!. *3is t3eor! 3as lead to t3e establis3ment of self6regulator! bodies li'e t3e ?ress Council5 $3ic3 is res"onsible for ra$ing u" of statutes to "rotect editorial and journalistic "ractice ,raming of codes of et3ics Ensuring im"lementation of anti6mono"ol! legislation5 and (egulation of advertising

1. .5 So'iet Me&ia T$eor#

*3is is also called as 8t$e communist me&ia t$eor#9. Hust as t3e social res"onsibilit! t3eor! is an outgro$t3 of t3e libertarian t3eor!5 soviet6communist t3eor! is an outgro$t3 of t3e aut3oritarian t3eor!. <o$ever5 $3ereas according to t3e aut3oritarian t3eor! t3e "ress resides outside t3e government5 in t3e soviet media t3eor! t3e "ress and t3e state are 3eld to be one. *3e main "ur"ose of t3e soviet6 media t3eor! is to ensure t3e success and continuance of t3e soviet socialist s!stem and to "romote t3e objectives of t3e soviet socialist "art!. *3is s!stem is found mainl! in t3e /oviet Union and ot3er communist countries. In addition to t3e aut3oritarian t3eor! t3is t3eor! is related to t3e "o$er of t3e "ress5 gate 'ee"ingMinformation control5 and agenda6setting t3eories.

44

(ussian media $as reorgani%ed after t3e revolution of 1G1-. *3is t3eor! is derived mainl! from basic tenets of Mar0 and Engels. It envisages media to be under t3e control of t3e $or'ing class $3ose interest t3e! are meant to serve. ?rivate o$ners3i" of t3e "ress or ot3er media is ruled out. *3e media must serve "ositive functions in societ! relating to information5 education5 motivation5 and mobili%ation. *3e media must "roject societ! in accordance $it3 t3e Mar0ist6Ceninist "rinci"les. *3e! must su""ort "rogressive movements in t3e countr! and abroad. *3e media according to t3is t3eor! are subject to t3e ultimate control of t3e state and are integrated $it3 ot3er instruments of "olitical life. 4it3in t3ese limits5 t3e media are e0"ected to be self6regulator!. *3e! must :ct $it3 res"onsibilit! Evolve and follo$ norms of "rofessional conduct5 and (es"ond to "eo"le9s needs and as"irations. *3e media as "er t3is t3eor! are not subject to arbitrar! interference as in t3e case of t3e aut3oritarian t3eor!. C<EC= >OU( ?(O@(E// 11.@ive anot3er name of /oviet Media *3eor!.

1. .; De'e%o(ment Communication
evelo"ment Communication refers to a s"ectrum of communication "rocesses5 strategies and "rinci"les $it3in t3e field of international develo"ment5 aimed at im"roving t3e conditions and ;ualit! of life of "eo"le struggling $it3 underdevelo"ment and marginali%ation. (eflective of t3e field9s 3istorical evolution5 evelo"ment communication is c3aracteri%ed b! conce"tual fle0ibilit! and diversit! in t3e a""lication of communication tec3ni;ues used to address t3e "roblems of develo"ment. /ome a""roac3es in t3e Jtool 'itK of t3e field includeB information dissemination and education5 be3avior c3ange5 social mar'eting5 social mobili%ation5 media advocac!5 communication for social c3ange5 and "artici"ator! communication. evelo"ment communication is for t3e betterment of t3e societ! t3oug3 raised from a "articular grou" but affect t3e $3ole mass for better.

4)

*3e limited a""lication of t3e four establis3ed t3eories of t3e "ress to t3e t3ird $orld countries5 $3ic3 are vastl! different from eac3 ot3er and also from $estern countries5 led to t3e birt3 of a ne$ a""roac3 $3ereb! communication is use to carr! out develo"ment tas's. *3ese tas's are carried out in line $it3 nationall! establis3ed "olic!. *3e best source for information on t3is issue is t3e re"ort of t3e U#E/CO s"onsored international commission fro t3e stud! of communication "roblems. :ccording to it5 some common conditions of develo"ing countries t3at limit t3e "otential benefits of ot3er t3eories 3ere areB *3e absence of communication infrastructure e"endence on t3e develo"ed $orld for 3ard$are and soft$are *3e commitment of t3ese societies to economic5 "olitical and social develo"ment as a "rimar! national tas' *3e develo"ing countries a$areness of t3eir similar identit! and interest in international "olitics. &ecause of t3ese different conditions5 t3e develo"ing countries overriding objectives $ould be to use mass media for nation building. In t3e interest of t3is tas' of national develo"ment5 t3e freedom of t3e media and of journalists needs to be curbed to an e0tent. *3e major t3rust of develo"ment communication t3eorists 3as been on t3e use of media as a su""ort to national develo"ment "rogramme6"overt! alleviation5 "o"ulation control5 literac! drive5 em"lo!ment generation sc3emes5 etc. but t3e effectiveness of t3is t3eor! de"ends on 3o$ governments e0ercises t3eir rig3t to restrict freedom or to intervene in media o"erations and 3o$ t3e! use devices of censors3i"5 subsid! and direct control. C<EC= >OU( ?(O@(E// 11.43at do $e mean b! develo"ment communicationA

1. .= Democrati9ation T$eor#
*3is is t3e most recent addition to t3e list of normative t3eoriesD is relevant to t3e develo"ed liberal societies but 3as some elements of t3e develo"ment media t3eor!. Mc 1uail notes t3at it is most difficult to formulate t3is t3eor! 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 t3e ot3er t3eories9. In 3is o"inion5 t3is t3eor! re"resents a c3allenge to t3e reigning t3eories and merits se"arate identification.

4+

*3e main feature of t3e democratic "artici"ant t3eor! relates to t3e needs5 interests5 and as"irations of t3e active receiver in a "olitical societ!. It is concerned $it3 t3e rig3t to information5 t3e rig3t to ans$er bac'5 t3e rig3t to use t3e means of communication for interaction in t3e small6scale settings of t3e communit!. *3e t3eor! favors Multi"licit! of media /mallness of scale5 of o"eration and <ori%ontalit! of communication at all levels. It o""oses uniform5 centrali%ed5 3ig3 cost5 3ig3l! "rofessionali%ed and state6controlled media. It is argued t3at t3e media s3ould e0ist "rimaril! for t3e audiences and not for media organi%ations and "rofessionals.

1.1 SUMMAR8
Mass communication t3eor! is best understood as a branc3 of social t3eor!. Indeed5 t3e attem"t to t3eori%e Jsociet!K and JcommunicationK arise in t3e same moment. : t3eorist is5 one $3o argues5 gives reasons and ma'es connections to larger "roblems. *3eor! is not onl! somet3ing t3at "eo"le do in t3eir armc3airsD it is an art t3at ever! sc3olar5 if not citi%en and 3uman5 s3ould cultivate. :ll t3eories are a re6a""roac3 $it3 t3e "ast of an establis3ed t3eor!.

1.5 EAERCISES AND BUESTIONS

11. iscuss an! t$o t3eories of Mass CommunicationA 12. 43at are t3e salient features of :ut3oritarian t3eor!A 13. 43at do $e mean b! evelo"ment CommunicationA 14. 43at is t3e social res"onsibilit! of t3e "ressA 1). E0"lain t3e features of t3e /oviet MediaA

1.; "URT0ER 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 / Me3ta 4. Mass Communication *3eor! enis Mc 1uail
4-

UNIT 5-COMMUNICATION VHS MASS COMMUNICATION

Structure
4.0 4.1 4.2 4.3 4.4 4.) 4.+ Unit Objectives Meaning . Im"ortance of Communication and Mass Communication ,unctions of Communication and Mass Communication Elements . =inds /ummar! E0ercises and 1uestions ,urt3er (eading

5.0 UNIT OBJECTIVES

*o learn t3e basics of 8Communication9 *o discuss in detail t3e elements of Mass Communication *o stud! t3e 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 fart3er b! sa!ing t3at communication is t3e means of e0istence of all living organisms. :ll living s!stems are structural and functional units5 $3ic3 maintain t3emselves Egro$5 c3ange and deteriorateF onl! t3roug3 interactions $it3 t3eir environment. Man5 as are ot3er forms of "lants and animals life5 is an instance of a living s!stem. Interaction bet$een living s!stems and t3e environment are subsumed under t$o life "rocessesB 1. *3e consum"tion and transformation of matter into energ!5 $3ic3 ma! be termed as "3!siological metabolism

42

2. *3e ac;uisition and transformation of environment data into information5

$3ic3 ma! be termed as information metabolism or communication. *3us5 communication ma! be vie$ed as one of t3e t$o essential life "rocesses of all living s!stems. *o be "recise5 t3e basic needs are t3ose5 $3ic3 3el" gro$t35 re"roduction and survival of living organisms. e"rived of communication5 on cannot locate food and $ater and can not "rotect itself from destruction. :bsence of communication cannot establis3 conjugal relations3i" bet$een t$o se0es. It is a uni;ue "3enomenon of e0istence. *a'e off all t3e sense organs of a living being6it $ill "eris3. :n individual 3as in 3im t3e unconscious socio6"ersonal motives li'e self esteem5 securit!5 'no$ledge5 "leasure and rest and 3e communicates to and is communicated b! 3is fello$ beings continuousl! to fulfill t3ese motives. :n e06communicated individual finds 3ard to maintain 3is social entit! and ta'es it as severest "unis3ment. : criminal "ut into solitar! confinement can feel t3e im"act of communication on t3e bod! and mind. : c3ild t3reatened b! 3is "arents of t3eir refusal to tal' to 3im $ould consider it as strongest "unis3ment. *3us5 communication6involving interaction $it3 "3!sical5 biological and social environment is indis"ensable to one9s e0istence and continuance. *3e Englis3 $ord 8communication9 is derived from t3e Catin noun 8communis9 and t3e Catin verb 8communicare9 t3at means 8to ma'e common9. Communication is a muc363!"ed $ord in t3e contem"orar! $orld. It encom"asses a multitude of e0"eriences5 actions and events5 as $ell as a $3ole variet! of 3a""enings and meanings5 and tec3nologies too. Meetings5 conferences or even a "rocession t3us can be a communication event. #e$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 t-o 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 $it3 someone5 arguing in a discussion5 s"ea'ing in "ublic5 reading a ne$s"a"er5 $atc3ing *7 etc. are all different 'inds of communication t3at $e are engaged in ever! da!.

4G

MASS COMMUNICATION Outside t3e realm of inter"ersonal communication e0ists anot3er form of communication5 $3ic3 involves communication $it3 mass audiences and 3ence t3e name mass communicationD and t3e c3annels t3roug3 $3ic3 t3is 'ind of communication ta'es "lace are referred to as mass media. &ot3 mass communication and mass media are generall! considered s!non!mous for t3e sa'e of convenience. Mass communication is uni;ue and different from inter"ersonal communication as evident from t3e follo$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. *3e media t3roug3 $3ic3 messages are being transmitted include radio5 *75 ne$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 t3e message. Mass communication is t3e term used to describe t3e academic stud! of various means b! $3ic3 individuals and entities rela! information to large segments of t3e "o"ulation all at once t3roug3 mass media. In t3e United /tates5 man! universit! journalism de"artments evolved into sc3ools or colleges of mass communication or Ljournalism and mass communication5L as reflected in t3e names of t$o major academic organi%ations. In addition to stud!ing "ractical s'ills of journalism5 "ublic relations or advertising5 students also ma! c3oose major subject as Lmass communicationL or Lmass communication researc3.L *3e latter is often t3e title given to doctoral studies in suc3 sc3ools5 $3et3er t3e focus of t3e studentNs researc3 is journalism "ractice5 3istor!5 la$ or media effects. e"artmental structures $it3in suc3 colleges ma! se"arate researc3 and instruction in "rofessional or tec3nical as"ects of ne$s"a"er and maga%ine "ublis3ing5 radio5 television5 and film. Mass communication researc3 includes media institutions and "rocesses5 suc3 as diffusion of information5 and media effects5 suc3 as "ersuasion or mani"ulation of "ublic o"inion. 4it3 t3e InternetNs increased role in delivering ne$s and information5 Mass communication studies and media organi%ations 3ave increasingl! focused on t3e convergence of "ublis3ing5 broadcasting and digital communication. *3e academic mass communication disci"line 3istoricall! differs from media studies and communication studies "rograms $it3 roots in de"artments of t3eatre5 film or s"eec35 and $it3 more interest in L;ualitative5L inter"retive t3eor! $it3

)0

cultural a""roac3es to communication stud!. In contrast5 man! mass communication "rograms lean to$ard anal!sis of media messages to surve! researc35 "ublic o"inion "olling5 and e0"erimental researc35 including an increasing interest in L#e$ MediaL and LCom"uter Mediated Communication.L @raduates of Mass Communication "rograms $or' in a variet! of fields in traditional ne$s media and "ublis3ing5 advertising5 "ublic relations and researc3 institutes. :$at is Mass communication an& $o- &i& it ori)inateD A((roEimate%# ,i'e $un&re& #ears a)o a ne- ,orm o, communication arose. T$is ImassI communication (rocess. -$ic$ ma*es use o, (ermanent teEt 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 t3e $orld of sound $3ere t3e! 3ad first 3ad t3eir origin in active 3uman interc3ange and relegating t3em definitivel! to visual surface5 and b! ot3er$ise e0"loiting visual s"ace for t3e management of 'no$ledge5 "rint encouraged 3uman beings to t3in' of t3eir o$n interior conscious and unconscious resources as more and more t3ing 6li'e5 im"ersonal and religiousl! neutral. ?rint encouraged t3e mind to sense t3at its "ossessions $ere 3eld in some sort of inert mental s"ace. *3e term Lmass communicationL is a term used in a variet! of $a!s5 $3ic35 des"ite t3e "otential for confusion5 are usuall! clear from t3e conte0t. *3ese include E1F reference to t3e activities of t3e mass media as a grou"5 E2F t3e use of criteria of a conce"t5 Lmassiveness5L to distinguis3 among media and t3eir activities5 and E3F t3e construction of ;uestions about communication as a""lied to t3e activities of t3e mass media. /ignificantl! onl! t3e t3ird of t3ese uses does not ta'e t3e actual "rocess of communication for granted. LMass communicationL is often used loosel! to refer to t3e distribution of entertainment5 arts5 information5 and messages b! television5 radio5 ne$s"a"ers5 maga%ines5 movies5 recorded music5 and associated media. *3is general use of t3e term is onl! a""ro"riate as designating t3e most commonl! s3ared features of suc3 ot3er$ise dis"arate "3enomena as broadcast television5 cable5 video "la!bac'5 t3eater "rojection5 recorded song5 radio tal'5 advertising5 and t3e front "age5 editorial "age5 s"orts section5 and comics "age of t3e ne$s"a"er. In t3is usage Lmass communicationL refers to t3e activities of t3e media as a $3ole and fail to distinguis3 among s"ecific media5 modes of communication5 genres of te0t or
)1

artifact5 "roduction or rece"tion situations5 or an! ;uestions of actual communication. *3e onl! anal!tic "ur"ose t3is term serves is to distinguis3 mass communication from inter"ersonal5 small6grou"5 and ot3er face6to6face communication situations. C<EC= >OU( ?(O@(E// 11.@ive t3e main difference bet$een communication and mass communicating. 12. efine 8communication9 and 8Mass communication9.

5. "UNCTIONS
COMMUNICATION *3e basic functions of communication areB Socia% (ur(ose Communication is "ur"osive in social situation. Ever! individual lives to communicate and be communicated to. *3e environment in $3ic3 3e lives to communicate is c3arged $it3 millions of communication stimuli but onl! a fe$ are received at a time. *3is means5 various objects around an individual are continuousl! communicating countless information. *3e! form t3e sensor! in"uts and reac3 an individual9s senses. <e li'es to be communicated to b! t3at "art or "arts of t3e information5 $3ic3 3e can com"re3end and $3ic3 relates to 3is needs. /imilarl! t3e objects communicating information 3ave to do it to satisf! t3eir needs. 4e ma! remain mindful to t3e least to a neig3bor9s smile to$ard us $3en 3e "asses b! but become conscious of it and reci"rocate in case $e feel t3at in doing so5 some needs $ill be served. 4e ma! remain deaf to t3e sound of automobiles in our dail! cit! life but a similar sound at seven in t3e morning outside ma! communicate t3e arrival of t3e sc3ool bus for our c3ildren for $3ic3 $e mig3t $ait an0iousl!. Communication bet$een sender and receiver is "ur"osive and need 6based. *3e com"re3ensibilit! ma'es t3e communication meaningful to t3e receiver. Communication act aims at transferring ideas5 'no$ledge5 t3oug3ts and messages. It is t3e means to influence ot3ers. *3ere is communication $3enever one s!stem5 a source5 influences anot3er5 t3e destination5 b! mani"ulation of alternative signals5 $3ic3 can be transmitted over t3e c3annel connecting t3em. Communication is essential to establis3 3uman relations3i". Communication is "artici"ated b!
)2

individuals to develo" commonness bet$een t3em. It is an act of establis3ing commonness $it3 regards to ideas5 information or an attitude t3at is5 s3aring of ideas5 information and attitude bet$een individuals. Communication transfer information and t3is information ma! include emotions5 facts5 o"inion5 guidance and "ersuasion. Ed$ard /a"ir sa!s t3at communication is based on relations3i". It ta'es "lace bet$een a grou" and an individual5 collective societ! and an individual or a societ! and a grou" or organi%ation. Communication for and b! t3e 3uman being is more s"ecific and relevant to t3e stud! of 3uman communication for t3e survival and e0istence of individuals and societ!. Mc 1uail finds 3uman communication as t3e sending from one "erson to anot3er of meaningful messages. *3ese messages could be oral or $ritten5 visual or olfactor!. <uman communication as t3e sa!ing goes is a clas3 of s!mbols5 and it covers a multitude of signs. &ut it is more a dee"er need and serves a 3ig3er "ur"ose. 43et3er clear or garbed5 tumultuous or silent5 deliberate or fatall! in6advertant5 communication is t3e ground of meeting and t3e foundation of communit!. It is in s3ort5 t3e essential 3uman connection. Trans,er o, eE(erience Communication is met3od of transferring e0"erience from one individual to t3e ot3er. *3e individual receiving t3e e0"erience from a communicator ma! do so alone6face to face5 in com"an! $it3 ot3ers in a grou" or remaining one among t3e mass. /ome means are used fro dissemination of e0"erience. *3ese means are classified according t3e entr! of t3e e0"erience into individual9s mental s!stem for anal!sis and inter"retation. Communication becomes less abstract t3roug3 involvement of more number of sensor! organs. *3ere are certain s!mbols li'e verbal5 $3ic3 "rovide abstract meaning. 7isual s!mbols alt3oug3 give clearer understanding but t3e e0tent of t3e understanding becomes more $3en visual is combined $it3 audio. In t3e event of involvement of more number of senses li'e touc3ing5 smelling and tasting5 t3e clarit! of communication is im"roved furt3er. D#namic Muc3 li'e life itself5 communication is a "rocess. *3is means communication is d!namic5 ever c3anging and unending. 43en communication is static5 alt3oug3 ver! rarel! t3at 3a""ens5 it becomes ineffective5 non6"ur"osive and does not !ield an!

)3

outcome. *3e 3undred of bits of information5 ideas5 and o"inions are individual "rocesses5 evaluates and stores eac3 da! also c3ange an individual to some e0tent. *3e communication "rocess is a s!stem t3at involves an interrelated5 interde"endent grou" of elements $or'ing toget3er as a $3ole to ac3ieve a desired outcome or goal. *3ere are four basic elements in t3e communication "rocessB 1F a source of communication5 $3ic3 sends 2F a message to 3F a receiver t3roug3 a 4F c3annel. *3e outcome $ill be message deliver! and gain of message. ?rint carries t3e message as radio and *7 do. *3erefore5 "rint5 radio or *7 $or' as c3annels of communication. *3e "rocess of communication can be summed u" in t3is $a!B it is t3e "rocess Econtinuing actF b! $3ic3 information is transmitted bet$een individuals and Mor organi%ations so t3at an understanding res"onse results. *3e act of communication is continuous because t3e sender transmits informationMmessage to receiver and t3e receiver transmits 3is reaction to sender related to 3is attitude to t3e informationMmessage transmitted to 3im. Encoding and ecoding are t3e t$o terms ver! often used in e0"laining communication s!stem and re"l!ing to t3e ;uestion li'e 3o$ does t3e message get from t3e source to t3e receiver. ,irst of all5 t3e source must encode t3e message. It ma! be called codification of message. *3e information t3e source $is3es to conve! must be "ut into a form t3at can be sent to t3e receiver. *3erefore5 encoding is t3e "rocess t3roug3 $3ic3 t3e source converts t3e message5 3aving origin in 3is mental s!stem5 into meaningful signals. <o$ever5 once a message 3as been encoded and sent5 it is com"letel! free of t3e source and be!ond t3e "o$er of t3e source to c3ange it an! $a!. *3e act of communication is com"leted $3en message is decoded5 and inter"reted5 b! t3e receiver. In t3e "rocess of decoding t3e receiver converts t3e received signals into meaningful message. ecodification results in understanding t3e message received. MASS COMMUNICATION Mass communication 3as t3e follo$ing basic functionsB *o inform *o educate *o entertain and *o "ersuade :dditionall! it also educates and 3el"s in transmission of culture.
)4

To In,orm issemination of information is t3e "rimar! function of t3e ne$s media. #e$s"a"ers5 radio and *7 "rovide us ne$s from around t3e $orld and 'ee" us informed. Over t3e !ears t3e conce"t of ne$s 3as c3anged. #e$s media do not 8tell it li'e it is9 an!more. ,rom mere describing t3e events5 ne$s media 3ave come to include 3uman interest5 anal!sis and factori%ed treatment to ne$s. Hournalists are not just 8re"orters9 no$. *3e! 3ave become ne$s anal!sts $3o discuss t3e im"lications of im"ortant ne$s stories. :lso more 8soft stories9 are filed t3ese da!s. In addition to dissemination of information ne$s media "rovide us information and also 3el"s understand t3e ne$s events5 ideas5 "olic! c3anges5 etc. To Entertain *3e most common function of mass communication is entertainment. (adio5 television and films are basicall! entertainment media. Even ne$s"a"ers "rovide entertainment t3roug3 comics5 cartoons5 features5 cross $ord "u%%les5 $ord jumbles5 etc. entertainment t3roug3 radio consists of mainl! music. (adio also "rovides entertainment t3roug3 drama5 tal' s3o$s5 comed!5 etc. *elevision 3as become "rimaril! an entertainment medium. Even 3ig3l! s"eciali%ed c3annels li'e ne$s c3annels5 nature and $ildlife c3annels also 3ave a lot of 3umorous and comic content. :mong all media5 films are "er3a"s t3e onl! medium concentrating on entertainment. E0ce"t documentaries5 educational films and art movies5 all films are made to "rovide t3ree 3our of esca"e5 fantas! and entertainment. To @ersua&e Most of mass media are used as ve3icles of "romotion and "ersuasion. @oods5 services5 ideas5 "ersons5 "laces5 events6t3e range of t3ings t3at are advertised t3roug3 mass media is endless. ifferent media 3ave different features and reac3. :dvertisers and advertising agencies anal!%e t3ese features and de"ending u"on t3e nature of t3e message and t3e target audience5 c3oose $3ere Ein $3ic3 mediaF and 3o$ E$it3 $3at fre;uenc!F t3e message s3ould be "laced. Transmission o, cu%ture :n! communication leaves a direct or indirect im"act on an individual. It becomes "art of one9s e0"erience5 'no$ledge and accumulated learning. *3roug3 individuals5
))

communication becomes "art of t3e collective e0"erience of grou"s5 audiences of all 'inds and finall! t3e masses. Mass communication "la!s an im"ortant role in t3e transmission of culture from one generation to anot3er. C<EC= >OU( ?(O@(E// 11. 43at are t3e main functions of communication and mass communicationA

5.1 E2EMENTS ? GINDS

GINDS O" COMMUNICATION Intra(ersona% communication is language use or t3oug3t internal to t3e communicator. Intra"ersonal communication is t3e active internal involvement of t3e individual in s!mbolic "rocessing of messages. *3e individual becomes 3is or 3er o$n sender and receiver5 "roviding feedbac' to 3im or 3erself in an ongoing internal "rocess. It can be useful to envision intra"ersonal communication occurring in t3e mind of t3e individual in a model $3ic3 contains a sender5 receiver5 and feedbac' loo". :lt3oug3 successful communication is generall! defined as being bet$een t$o or more individuals5 issues concerning t3e useful nature of communicating $it3 oneself and "roblems concerning communication $it3 non 6sentient entities suc3 as com"uters 3ave made some argue t3at t3is definition is too narro$. Intra"ersonal communication is indeed a s"ecial case of inter"ersonal communication5 as Ldialogue is t3e foundation for all discourse.L Intra"ersonal communication can encom"assB a!6dreaming #octurnal dreaming /"ea'ing aloud ELtal'ing to oneselfLF5 reading aloud5 re"eating $3at one 3earsD t3e additional activities of s"ea'ing and 3earing5 $3at one t3in's5 reads or 3ears ma! increase concentration and retention. 4riting Eb! 3and5 or $it3 a $ord"rocessor5 etc.F oneNs t3oug3ts or observationsB t3e additional activities5 on to" of t3in'ing5 of $riting and reading bac' ma! again increase self6understanding and concentration. It aids ordering oneNs t3oug3tsD in addition it "roduces a record t3at can be used later again. Co"!ing te0t to aid memori%ing also falls in t3is categor!.
)+

 Ma'ing gestures $3ile t3in'ingB t3e additional activit!5 on to" of t3in'ing5 of bod! motions5 ma! again increase concentration5 assist in "roblem solving5 and assist memor!. /ense6ma'ing e.g. inter"reting ma"s5 te0ts5 signs5 and s!mbols Inter"reting non6verbal communication e.g. gestures5 e!e contact Communication bet$een bod! "artsD e.g. LM! stomac3 is telling me itNs time for lunc3.L Inter(ersona% communication is t3e "rocess of sending and receiving information or communication $it3 anot3er "erson. *3is "rocess 3a""ens in an environment using different 'inds of communication media. *3is communication could be verbal or nonverbal. *!"es of Inter"ersonal Communication *3is 'ind of communication is subdivided into d!adic communication5 "ublic communication5 and small6grou" communication. &asic elements

*3e "rocess involves four basic elements. /enderD "erson $3o sends information. (eceiverD "erson $3o receives t3e information sent. MessageD content of information sent b! sender. ,eedbac'D res"onse from receiver. Inter"ersonal communication encom"assesB /"eec3 #onverbal communication Unconscious communication
)-

summari%ing "ara"3rasing listening ;uestioning InitiatingB eclaring oneNs conversational intent and inviting consent from oneNs "ros"ective conversation "artner *urn6ta'ingB Managing t3e flo$ of information bac' and fort3 bet$een "artners in a conversation b! alternating roles of s"ea'er and listener <aving good inter"ersonal communication s'ills su""ort suc3 "rocesses asB "arenting intimate relations3i" management selling counseling coac3ing mentoring and co6mentoring5 $3ic3 is mentoring in grou"s conflict resolution

Inter"ersonal communication is t3e subject of a number of disci"lines in t3e field of "s!c3olog!5 *ransactional anal!sis etc. It can be affected b! a communication disorder or b! arrogance5 s3!ness5 etc *3e term )rou( &#namics im"lies t3at individual be3aviours ma! differ de"ending on individualsN current or "ros"ective connections to a sociological grou". @rou" d!namics is t3e field of stud! $it3in t3e social sciences t3at focuses on t3e nature of grou"s. Urges to belong or to identif! ma! ma'e for distinctl! different attitudes Erecogni%ed or unrecogni%edF5 and t3e influence of a grou" ma! ra"idl! become strong5 influencing or over$3elming individual "roclivities and actions. *3e grou" d!namics ma! also include c3anges in be3aviour of a "erson $3en 3e is re"resented before a grou"5 t3e be3avioural "attern of a "erson vis6a6vis grou". @rou" d!namics form a basis for grou" t3era"!. ?oliticians and salesmen ma! ma'e "ractical e0"loitations of "rinci"les of grou" d!namics for t3eir o$n ends. Increasingl!5 grou" d!namics are becoming of "articular interest because of online5 social interaction made "ossible b! t3e internet.

)2

4illiam /c3ut% loo'ed at inter"ersonal relations from t3e "ers"ective of t3ree dimensionsB &nclusion control and affection! *3is became t3e basis for a t3eor! of grou" be3avior t3at see grou"s as resolving issues in eac3 of t3ese stages in order to be able to develo" to t3e ne0t stage. Conversel!5 a grou" ma! also devolve to an earlier stage if unable to resolve outstanding issues in a "articular stage. &ruce *uc'man "ro"osed t3e 46 stage model called *uc'manNs /tages for a grou". *uc'manNs model states t3at t3e ideal grou" decision ma'ing "rocess s3ould occur in four stagesB *orming E"retending to get on or get along $it3 ot3ersFD Storming Eletting do$n t3e "oliteness barrier and tr!ing to get do$n to t3e issues even if tem"ers flare u" FD Norming Egetting used to eac3 ot3er and develo"ing trust and "roductivit!FD Performing E$or'ing in a grou" to a common goal on a 3ig3l! efficient and coo"erative basisF.

It s3ould be noted t3at t3is model refers to t3e overall "attern of t3e grou"5 but of course individuals $it3in a grou" $or' in different $a!s. If distrust "ersists5 a grou" ma! never even get to t3e norming stage. Coo'ed at for larger6scale grou"s5 *uc'manNs stages of grou" develo"ment are similar to t3ose develo"ed b! M. /cott ?ec' and set out in 3is E1G2-F boo'5 The )ifferent )rum+ #ommunity'Making and Peace! ?ec' describes t3e stages of a communit! asB ?seudo6communit! C3aos Em"tiness *rue Communit!

Communities ma! be distinguis3ed from ot3er t!"es of grou"s5 in ?ec'Ns vie$5 b! t3e need for members to eliminate barriers to communication in order to be able to form true communit!. E0am"les of common barriers areB e0"ectations and "reconce"tionsD "rejudicesD ideolog!5 t3eolog! and solutionsD t3e need to 3eal5 convert5 fi0 or solve and t3e need to control. : communit! is born $3en its members reac3 a stage of Lem"tinessL or "eace. Or)ani9ationa% communication is t3e stud! of t3e follo$ingB 1. 3o$ "eo"le communicate $it3in an organi%ational conte0t5 or
)G

2. t3e influence of5 or interaction $it3 organi%ational structures in communicatingMorgani%ing. Organi%ational communication can includeB "%o- o, Or)ani9ationa% Communication5 e.g.5 formal5 informal internal5 e0ternal u"$ard5 do$n$ard5 3ori%ontal net$or's

In&uction5 e.g.5 ne$ 3ire orientation "olicies . "rocedures em"lo!ee benefits C$anne%s5 e.g.5 electronic media suc3 as e6mail5 intranet5 internet teleconference "rint media suc3 as memos5 bulletin boards5 ne$sletters etc. face6to6face

Meetin)s5 e.g.5 briefings staff meetings "roject meetings to$n 3all meetings

Inter'ie-s5 e.g.5 /election ?erformance Career Cross-cu%tura% communication Ealso fre;uentl! referred to as intercu%tura% communicationF is a field of stud! t3at loo's at 3o$ "eo"le from differing cultural bac'grounds endeavour to communicate.
+0

+1

Cross6cultural communication tries to bring toget3er suc3 relativel! unrelated areas as cultural ant3ro"olog! and establis3ed areas of communication. Its core is to establis3 and understand 3o$ "eo"le from different cultures communicate $it3 eac3 ot3er. Its c3arge is to also "roduce some guidelines $it3 $3ic3 "eo"le from different cultures can better communicate $it3 eac3 ot3er. ,or e0am"le5 3o$ does a "erson from C3ina communicate $it3 a "erson from :mericaA ,urt3ermore5 $3at underl!ing mental constructs a""ear from bot3 "arties t3at allo$s for constructive communicationA Cross 6cultural communication5 as man! sc3olarl! fields5 is a combination of man! ot3er fields. *3ese fields include ant3ro"olog!5 cultural studies5 "s!c3olog! and communication. *3e field 3as also moved bot3 to$ard t3e treatment of interet3nic relations5 and to$ard t3e stud! of communication strategies used b! co6cultural "o"ulations5 i.e.5 communication strategies used to deal $it3 majorit! or mainstream "o"ulations. *3e introduction of "o$er as a cultural communication variable leads to a bod! of critical sc3olars3i" C<EC= >OU( ?(O@(E// 11.Cist t3e various 'inds of communication. E2EMENTS O" MASS COMMUNICATION It is clear from t3e definition t3at mass communication is a s"ecial 'ind of communication in $3ic3 t3e nature of t3e audience and t3e feedbac' is different from t3at of inter"ersonal communication. :n e0amination of t3ese com"onents $ill 3el" in understanding t3e nature of mass communication itself. Au&ience 43osoever is t3e reci"ient of mass media content constitutes its audience. ,or instance5 individuals reading ne$s"a"ers5 $atc3ing a film in a t3eatre5 listening to radio or $atc3ing television5 are situations $3ere audience is large5 3eterogeneous5 anon!mous in c3aracter and "3!sicall! se"arated from t3e communicator bot3 in terms of s"ace and time. : large audience means t3at t3e receivers are masses of "eo"le not assembled at a single "lace. It ma! come in different si%es de"ending u"on t3e media t3roug3 $3ic3 t3e message is sent. ,or *7 net$or' "rogrammes5 for e0am"le5 t3ere could be millions of vie$ers5 but onl! a fe$ t3ousand readers for a boo' or a journal.

+2

&! anon#mous5 $e mean t3at t3e receivers of t3e messages tend to be strangers to one anot3er and to t3e source of t3ose messages. /o $it3 res"ect to t3e communicator5 t3e message is addressed 8to $3om it ma! concern9. :lso5 t3e audience tends to be $etero)eneous rat3er t3an 3omogeneous in t3e sense t3at messages are sent to "eo"le in all $al's of life and "erson $it3 uni;ue c3aracteristics. "ee&+ac* :s com"ared to inter"ersonal communication5 feedbac' in mass media is slo$ and $ea'. It is not instantaneous or direct as in face6to6face e0c3ange and is invariabl! dela!ed. ,eedbac' in mass media is rat3er a cumulative res"onse5 $3ic3 t3e source gets after a considerable ga" of time. It is often e0"ressed in ;uantitative termsB li'e circulation figures of ne$s"a"ers and maga%ines5 t3e "o"ularit! of a movie at bo0 office5 success of a boo' on t3e basis of its sales5 or t3e findings of "ublic o"inion "olls and on t3e basis of ot3er feedbac' devices $3ic3 are used to determine $3at is acce"table or unacce"table to different audiences. In all suc3 cases5 considerable time and mone! are re;uired to "rocess t3e feedbac' received from t3e audience. *3erefore5 dela!ed and e0"ensive feedbac' is ingrained in mass media. !ate *ee(in) *3is is again a c3aracteristic uni;ue to mass communication. *3e enormous sco"e of mass communication demands some control over t3e selection and editing of t3e messages t3at are constantl! transmitted to t3e mass audience. &ot3 individuals and organi%ations do gate 'ee"ing. 43et3er done b! individuals or organi%ations5 gate 'ee"ing involves setting certain standards and limitations t3at serve as guidelines for bot3 content develo"ment and deliver! of a mass communication message. Noise Communication is t3e rumor game. <ere one "erson in a grou" is given a "iece of information or a statement. One individual t3en "asses t3is on orall! to t3e ne0t. &! t3e time it reac3es t3e last "erson5 t3e original statement is often distorted or t$isted to a great e0tent. *3e same t3ing occurs during mass communication also. istortion or noise in mass communication is of t$o t!"es6c3annel noise and semantic noise. C3annel noise is an! disturbance $it3in transmission as"ects of t3e media. In t3e "rinted mass media5 c3annel noise ranges from errors5 miss"ellings5 scrambled $ords5 omitted lines5 mis"rinting5 etc. /emantic noise is t3e
+3

"s!c3ological barriers and are e;uall! "roblematic. *3e! are about understanding of t3e message. C<EC= >OU( ?(O@(E// 11.43at are t3e main elements of Mass CommunicationA Im(ortance o, Mass Communication *3e stud! of mass communication is "articularl! concerned $it3 3o$ communication serves to create animate5 and influence 3uman societies. 4ilbur /c3ramm is rig3t $3en 3e calls communication t3e tool t3at ma'es 3uman societies "ossible as ever! 3uman endeavor im"lies communication at some level. efinitions of communication abound5 and basicall!5 most aut3ors agree t3at communication involves t3e "rocess of s3aring information. Mass communication5 in t3e sense of communication mediated to reac3 e0tended audiences5 creates territories of its o$n. It isolates audiences5 defines boundaries5 and caters to t3e needs it 3as created. *3us t3e instrument becomes a creator of 3uman societies5 organi%ing grou"s around similarities and dissimilarities. uring 4orld 4ar II 4inston C3urc3ill s"ea'ing for t3e :llies and :dolf <itler s"ea'ing for t3e :0is used t3e radio to s3a"e vastl! different societies. Certainl! t3ere $ere economic and "olitical ;uestions t3at aggravated t3e conflict5 but it $as t3e r3etoric of t3ese s"o'esmen broadcast t3roug3out t3e $orld t3at "olari%ed t3e $arring grou"s. E0ternal forces can animate societies. Mass communication does t3is b! raising issues t3at fuel furt3er discussion and debate. *3e diffusion "rocess "rom"ts in;uir! and interest. *3is is not to sa! t3at $it3out mass communication 3uman societies $ould disintegrate. (at3er5 our "oint is to em"3asi%e t3e stimulative function of mediated messages. *3e 4atergate 3earings clearl! demonstrated t3e abilit! of mass6communicated messages to animate a societ!. iscussions of "ublic "olic!5 $a!s and means5 $ar and "eace are intensified in t3e bod! "olitic $3en t3e issues are broadcast.

+4

Mass Me&ia Mass media are t3e ve3icles of mass communication. *3e! 3ave a s"ecial "lace in our life toda!. Individuall! or collectivel! t3e! serve t3e needs of various audiences $3o 3ave s"ecific "references. /ome audiences $ant entertainment5 s"orts5 ne$s5 films5 "la!s5 serials5 dance5 music5 etc. ot3ers ma! 3ave greater interest in ne$s and vie$s. >et ot3ers see' guidance to solve t3eir socio6economic "roblems. Eac3 medium is "o$erful in its o$n rig3t in serving "eo"le and eac3 3as gone t3roug3 several stages of develo"ment due to "ressure and com"etition from ne$er communication tec3nolog!. @rint me&iaB $3ic3 include ne$s"a"ers5 maga%ines5 boo's and ot3er "rinted matterD 3ave served t3e literate societ! for long. *3eir gro$t35 3o$ever5 $as slo$ in t3e beginning but as t3e demand for education and information increased5 t3e! evolved ;uic'l! and flouris3ed greatl!. *3e t$entiet3 centur! 3as seen t3e ra"id gro$t3 of t3e ne$s"a"er industr! and5 to $it3stand t3e c3allenges "osed b! ne$er electronic communication5 ne$s"a"ers 3ave ado"ted t3e latest tec3nolog!5 li'e com"uteri%ation5 to s"eed u" t3e "roduction "rocess and im"rove t3eir ;ualit!. #e$s"a"ers 3ave added colored /unda! and /aturda! su""lements to sustain t3e interest of t3e readers. Colored gloss! maga%ines5 $3ic3 a""eal to s"ecific segments of t3e societ!5 3ave mus3roomed. *raditionall!5 ne$s"a"ers 3ave a local em"3asis5 $3ic3 serves t3e interests of a s"ecific communit! $it3 ne$s5 comments5 features5 "3otogra"3s5 and advertising. #o$ $e 3ave all 'inds of ne$s"a"ers6big5 medium and small. *3e majorit! if t3em are local in nature but t3ere are some big metro"olitan dailies5 national in c3aracter5 catering to t3e interests of audiences in man! "arts of t3e countr!. /ome big ne$s"a"ers 3ave multi"le edition coming out from several cities. In India5 among suc3 ne$s"a"ers are 8*3e <industan *imes95 8#avb3arat *imes95 8*3e *imes of India95 8Indian E0"ress9 and 8*3e /tatesman9. E%ectronic me&iaB are t3e radio5 television5 satellite5 *75 cable *75 cinema5 etc5 $3ic3 are essentiall! entertainment media. *3e! are different from "rint medial in man! $a!s. *3e! "rovide instantaneous communication and t3eir im"act is greater. *3e! need electricit! for s"eed! deliver! of messages across distances and to t3e masses t3at are geogra"3icall!5 culturall!5 intellectuall!5 and emotionall! se"arated from one anot3er. Electronic media are ;uic'er t3an "rint media t3e latter ta'es more time for mass "roduction and deliver! to a $idel! dis"ersed "o"ulation.

+)

In s"ite of limited reac35 mass communication is so central to societ! t3at life seems inconceivable $it3out mass media. *3e! inform and s3a"e our social life. *3eir influence is "ositive if t3e! are able to fulfill t3e information and entertainment needs of t3e "eo"le in accordance $it3 t3e e0isting norms5 values and culture in societ!5 but $3at concerns us most toda! in t3eir negative influence. :n overdose of foreign "rogrammes5 e0cessive television vie$ing and advertising5 e0"osure to violence5 se05 crime5 etc can adversel! affect t3e audience5 es"eciall! c3ildren. C<EC= >OU( ?(O@(E// 11.43at is t3e meaning of Mass mediaA 43at are t3e different media of Mass communicationA COMMUNICATION VHS MASS COMMUNICTION COMMU#IC:*IO# 1.Communication in its sim"lest sense involve t$o or more "ersons $3o come toget3er to s3are5 to dialogue and to commune5 or just to be toget3er for a festival or famil! gat3ering. 2.,eedbac' is immediate. In t3is $a! bot3 "artici"ants in communication interact and constantl! e0c3ange roles. In face6to6face communication t3e receiver res"onds naturall!5 directl! and immediatel!. *3is "rovides t3e communicator an o""ortunit! to im"rove and ma'e 3is communication effective. 3.*3e C3annel of communication is t3e ve3icle t3roug3 $3ic3 a message is carried from t3e communicator to t3e receiver. *3e c3annels of communication are man!6$ritten5 s"o'en5 verbal5 non6verbal5 mass M:// COMMU#IC:*IO# 1. Mass communication is defined as 8a "rocess $3ereb! mass "roduced messages are transmitted to large5 anon!mous and 3eterogeneous masses of receivers9. 2.,eedbac' is dela!ed. ,eedbac' in mass media is slo$ and $ea'. Considerable time and mone! are re;uired to "rocess t3e feedbac' received from t3e audience. *3erefore5 dela!ed and e0"ensive feedbac' is ingrained in mass media.

3.*3e c3annels of Mass communication are t3e various Mass Media li'e ne$s"a"er television5 radio5 boo's5 com"uters5 films5 etc.

++

media li'e *75 radio5 ne$s"a"ers5 etc. 4. *3e receiver5 at t3e ot3er end of t3e communication5 is t3e reci"ient of t3e message and must "ossess t3e same orientation as t3e communicator. If t3e receiver does not 3ave t3e abilit! to listen5 to read5 to t3in'5 3e $ill not be able to receive and decode t3e messages in t3e manner t3e communicator $ant 3im to. ). Education and Instruction5 Information5 entertainment5 discussion5 "ersuasion5 cultural "romotion5 integration5 etc. are t3e main functions of communication "rocess. 4.*3e mass of receivers5 are often called as mass audience. Mass audience can be defined as 8individuals united b! a common focus of interest Eto be informed5 educated or entertainedF engaging in identical be3avior to$ards common ends Elistening5 vie$ing or readingF9. >et t3e individuals involved are un'no$n to one ot3er Eanon!mousF. ).Entertainment is t3e main "ur"ose of most of t3e mass media li'e television5 radio5 films5 video recorder5 t3oug3 Mass communication does "erform t3e function of giving out information and education t3roug3 ne$s"a"ers5 boo's5 maga%ines5 etc. +.It is t3roug3 Mass communication t3at millions of audience is e0"osed to a variet! of messages eac3 da!. *3e receiver of t3e message is a large mass of "eo"le.

+.:n individual5 grou"5 or a large number of "eo"le could receive message during t3e "rocess of communication.

5.5 SUMMAR8
Communication in its sim"lest sense involve t$o or more "ersons $3o come toget3er to s3are5 to dialogue and to commune5 or just to be toget3er for a festival or famil! gat3ering. reaming5 tal'ing $it3 someone5 arguing in a discussion5 s"ea'ing in "ublic5 reading a ne$s"a"er5 $atc3ing *7 etc. are all different 'inds of communication t3at $e are engaged in ever! da!.
+-

+2

:n! mec3anical device t3at multi"lies messages and ta'es it to a large number of "eo"le simultaneousl! is called mass communication. *3e media t3roug3 $3ic3 messages are being transmitted include radio5 *75 ne$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 t3e message. Communication is "ur"osive in social situation. Ever! individual lives to communicate and be communicated to. *3e environment in $3ic3 3e lives to communicate is c3arged $it3 millions of communication stimuli but onl! a fe$ are received at a time. *3is means5 various objects around an individual are continuousl! communicating countless information. *3e most common function of mass communication is entertainment. (adio5 television and films are basicall! entertainment media. Mass communication 3as t3e basic functions to inform5 to educate5 to entertain and to "ersuade. :dditionall! it also educates and 3el"s in transmission of culture. *3e stud! of mass communication is $it3 3o$ communication serves to create 3uman societies. "articularl! concerned animate5 and influence

5.; EAERCISES AND BUESTIONS

11.Cist t3e main differences in t3e "rocess of sim"le communication and Mass communication. 12. E0"lain in detail t3e difference in Communication and Mass communication.

5.= "URT0ER 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 / Me3ta 4.Mass Communication *3eor! enis Mc 1uail