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MASS COMMUNICATION IN SOCIETY

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 MASS COMMUNICATION IN SOCIETY

NOAH YUSUF

What is mass communication?

The concept has been defined in various ways:
1. It refers to the relatively simultaneous exposure of a large scattered and
heterogenous audience to messages transmitted by impersonal means from an
organised source for whom the audience members are anonymous.
2. It comprises the institutions and techniques by which specialised social groups
employ technological devices (newspapers, radio, films e.t.c) to disseminate
symbolic contents to large heterogenous and widely dispersed audience.
3. It provides away of interacting at a distance with strangers. It is in this way a
process of sharing experience in which a large number of people are involved
simultaneously. Often this occurs through the use of certain channels and
technology.
While a Form of communication is a permanent feature of every human soci ty,
mass communication is necessary only in a mass society. In other words, the emergence
of the concept of mass communication is traceable to the tran sition ofsociety from a
traditional, simple, sparsely populated one to modem, complex and thicidy populated
settlement.
In simple societies, the major form of communication is through the direct
interpersonal means. However, as society becomes more complexwithpopu lation
spreading across a large territory, the direct form of communication becomes less
effective, Therefore, mass communication is the response of a society to its complexity
Mass Communication in Western Industrialised Society
Generally, mass commi.mication processes and effect are not independent of
society. Infact, they influence and are influenced by the general state in which a society
finds itself

1
 Western industrialised society are noted for their advanced level of socio
technological development. The extensive adoption of science in all spheres of life has
led to a massive transformation of the societies. The high literacy rate among the
population meant that mass communication has a pervading influence in these societies.
In addition, the establishment of democratic values in virtually all Western European
Countries has also meant that mass communication has become permanent feature of
these societies. -
Mass Communication in Developing Countries
In most developing Countries, mass communication is a recent phenomenon. It
came about as a product of colonial experience which most countries in the region have
in common.
In most of these countries, the quest for western civilization and model of
development have necessitated the establishment of channels of mass communication. To
this end, government established radio and television stations, as well as fund newspaper
publication. Today in many developing countries national governments compete with
private individuals in the ownership of the mass media. For instance in Nigeria, the
Federal government owns the biggest television network (NTA) as well as the majority
shares in the Daily Times and New Nigeria Newspapers. It also owns the Radio Nigeria,
and its international network-Voice of Nigeria.
Presently in many developing countries, the mass media are very much an urban
affair. Subsequently, the content of the mass. media is geared towards the needs of the
minority found in these urban areas. As a result of this, the majority of the poor in the
cities and the rural population seem not to be in the cities and the rural population seem
to be in the mainstream of receivers of the disseminated information. When they do get
the information, their ability to decode effectively the information transmitted is limited
due to code restrictions.

2
Mass Media Development and Democracy
Meaning of Mass Media
When people communicate with one another, they do so by means of a medium
certain device or process through which they convey information. Anything that people
use to transfer information or to represent it is a medium of communication. Thus,
English language is a medium. So also is smile, a smoke, signal or a number.
Mass media are institutions which use the increasing sophisticated technology
device of industrialisation for the communication of ideas for the purpose of information,
entertainment and persuasion to a large audience. Prominent examples of the mass media
include newspaper, radio, television, magazine, advertising bill-boards. Each of these
medium is a device for transmitting information, news and events to a large, anonymous
audience.
The Evolution of Mass Media
Mass media are predominantly a 20th century form of communication which are
related to the mass society. The mass media is solely disseminate news and form of
communication about recent events of public importance.
The mass media has become largely expanded both in terms of the scope of the
audience they reach an of the usage of the mass media in the modem society This is
attributable to some developments. These include:
➢ The emergence of large nation-states with heterogenous composition.
➢ Decentralisation of political authority which makes information dissemination an
essential feature.
➢ Technological development v led to the invention of electronic media and other
sophisticated means of dispersing messages
➢ High literacy rate which makes it more convenient to spread information through
the mass media.
Generally, exposure to and consumption of media products have become an
integral part of the daily lives of majority of members of the contemporary societies. It

3
has occupied a considerable proportion of their leisure time and as well provided them, to
a large extent, with their pictures of social reality.
In view of the high level of exposure, the mass media constitute potentially
strategic socialisation agencies since they serve as source of information and ideas for a
large number of people who consume their products. According to Golding (1975) mass
media is central in the provision of ideas and images which people use to interpret and
understand a great deal of their everyday experience. It represents an Institutionalised
channel for the distribution of social knowledge and hence a potentially powerful
instrument of social control. It is also an instrument of social critique challenging the
status-quo.
It should be noted, however, that there exist a variety of agencies which perform
the role of disseminating ideas and values and shaping the actors’s perception of reality in
society These include among others the family, school, peer groups, ethnic groups and
informal work groups.
Consequently, the impact of mass media on behaviour and attitude should not be
seen as simple and unambiguous. Rather, the impact of the mass media on the audience is
generally influenced by the interaction between the individual and those other institutions
or agents which also play significant role in moulding the attitude of members.
Media System in Nigeria
The evolution of mass media in the Nigerian Society could be traced to the
colonial period. We must establish that the Nigerian state is a product of Colonisation,
specifically, of British Imperial influence. Therefore, the mass media in the Nigerian
society could be traced to the western influence.
Modem means of mass communication first developed in Europe and America as
by products of industrial and technological advancements in these societies. With
colonialism, the mass media especially the press (both print and electronics) became a
ready tool in the hands of administrators and missionaries in their administrative and
evangelical activities respectively.

4
 For instance, television represents the major and most pervasive mass medium in
the world today. It is the major leisure activity of most adults and children alike his also a
source of information and ideas widely regarded as authoritative and trustworthy.
In view of the high level of exposure, the mass media constitute potentially
strategic socialization agencies since they serve as source of information and ideas for a
large number of people who consume their products. According to Golding (1975) mass
media is central in the provision of ideas and images which people use to interpret and
understand a great deal of their everyday experience. It represents an insitutionalised
channel for the distribution of social knowledge and hence a potentially powerful
instrument of social control. It is also an instrument of social critique challenging the
status-quo.
It should be noted, however, that there exist a variety of agencies which perform
the role disseminating ideas and values and shaping the actors’ perception of reality in
society. These include among others the family, school, peer groups, ethnic groups and
informal work groups.
Consequently, the impact of mass media on behaviour and attitude should not be
seen as simple and unambiguous. Rather, the impact of the mass media on the audience is
generally influenced by the ineraction between the individual and those other institutions
or agents which also play significant role in moulding the attitude of members.
Media System in Nigeria
The evolution of mass media in the Nigerian Society could be traced to the
colonial period. We must establish that the Nigerian state is a product of Colonisation,
specifically, of British Imperial influence. Therefore, the mass media in the Nigerian
society could be traced to the western influence.
Modern means of mass communication first developed in Europe and America as
by products of industrial and technological advancements in these societies. With
colonialism, the mass media especially the press (both print and electronics) became a
ready tool in the hands of administrators and missionaries in their administrative and
evangelical activities respectively.

5
 At this period, the newspaper and radio were the most prominent mass corn a
channels that were in use. Television, cinema, video and very lately the internet are later
products of an emergent modem society.
Mass Media and Democracy
The following are the impact of the mass media on democracy.
1. It provides the channels for propagating the ideas, philosophy and objectives of
political parties.
2. It is the instrument for articulating and protecting the fundamental human rights
of members of a democratic society.
3. It helps to provide a link between the governed and the government thus ensuring
enduring democracy
4. As the ‘forth estate” of the realm, the press constitutes one of the essential
cornerstones of democratic institutions.
5. It is the watchdog critically assessing the activities of government functionaries.
Constraints To Mass Media Effectiveness
While the mass media have been known to play a strong and effective role in :he
democratic process in modern society, these rules are often limited by certain factors. In
Nigeria, constraints to mass media effectiveness include the following:
First is the high concentration of Nigerians (about 70%) in the rural and semirural
areas. These are known to suffer neglect in terms of provision of infrastructures by
successive governments. Most of these rural and semi-rural areas lack portable water,
good roads and electricity. This has meant that access to the mass media is very low.
Television uses largely electricity which snot available in most of these areas.
Newspapers do not reach these people because of bad roads. While radio is popular
among the people a sizeable proportion of Nigerians do not have access to this simple
channel of communication.
Second is the high rate of illiteracy in the Nigerian society. This factor reflects on
the contents of communication. Since many Nigerians could not read materials written in
English or even local languages, this has restricted the distribution of newspapers to

6
major cities and among few people. This has meant news and other information
disseminated through the newspapers do not reach a large section of the population.
Third is the high rate of poverty and low economic empowerment. This factor has
meant that many Nigerians have no access to the mass media. It costs a lot of money to
purchase television or radio sets and to subscribe to a newspaper. Since most of these
poor people have other priorities of life they are more likely to relegate access to mass
media to the background.
Forth is the lack of credibility of the sources of mass media contents. In most
cases, people have scepticism about the messages that are produced by the mass media.
For instance, certain newspapers have been boycotted by the readers while some
television channels are noted for the unreliability of theft news.
Other factors include
➢ The capitalist nature of the Nigerian society which makes it difficult for the mass
media not to s€ the interest of the ruling class. It is not an overstatement that such
media that operate against the interest of the ruling class often face harassment,
closure and intimidations.
➢ Ownership of some media by state governments which encourage ethnic
sometimes statist loyalty and sectional consideration at the expense of collective
national interest.
➢ Political instability leading to frequent change of government has meant that the
Information Ministry is occupied by different individuals with different policies.
Inspite of these shortcomings. mass media still represent the sole channels of
disseminating information in the Nigerian society More importantly it is the only
instrument available for politicians and government to implement the democratic process.

7
 For Further Readings
Curran, J. et al. (ed) (1997); Mass Communication and Society London. Edward Amoldin
association with Open Un
Farounbi, Y (1977); Wither Nigerian Broadcasting. Ibadan: Bolaji Printing Works.
Gerbner,G. (ed) (1977); Mass Media Policies in Changing Cultures New York: John
Wiley and Sons hic.
Gurevitch. M. et al (1982): Culture, Society and the Media. London: Mathuen& Co. Ltd.
Goldthoi J. E. (1975); The Sociology of Third World: Disparity and Involvement.
Cambridge: Cambridge University Press
Mcquail, D. (ed)(1972); Sociology of Mass Communication: Selected Readings.
England: Penguin Books.
McQuall, D. (1969); Towards A Sociology of Mass Communication. Cotlier: Macmillan
press.
Wilcox, D.C. (1975); Mass-Media in Black Africa: Philosophy and Control. New York:
Proeger Publisher.

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