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Introduction to

Mass Communication
CNM 131: Module 5
Mass Communication
Fr Biju K Chacko
Amutha Manavalan

Nature and process of mass communication


media of mass communication
Characteristics and typology of audiences.
Ownership patterns of mass media,
ethical aspects of mass media.

Department of Media Studies, Christ University, Bengaluru

Nature and process of mass communication


media of mass communication
Characteristics and typology of audiences.
Ownership patterns of mass media
ethical aspects of mass media.

https://www.scribd.com/doc/23738770/2-Mass-Communication-Concepts-Processes
http://ecoursesonline.iasri.res.in/mod/page/view.php?id=117348
http://bizcommunicationcoach.com/what-is-mass-communication-features-of-mass-communication/

Department of Media Studies, Christ University, Bengaluru

Mass Communication
Communication with the mass audiences
Different levels of communication
Intra-personal communication, inter-personal communication,
group communication
read newspapers, magazines, listen to Radio or watch TV.
Called as Mass communication as the message is reached to
the masses through different media.

Mass communication can be defined as the process


through which a message is circulated extensively
among the people who are far away from the sender.

Department of Media Studies, Christ University, Bengaluru

Definitions of Mass communication


According to Metha, Mass Communication is
concerned with transmitting information, thoughts and
opinions, entertainments etc at a time to a large
number of audiences of different characteristics.
According to Agge, Ault and Emery, Mass
Communication is process of sending a message,
thought and attitude through some media to a large
number of heterogeneous audiences.

Department of Media Studies, Christ University, Bengaluru

Definitions of Mass communication


Dominick says, Mass Communication refers to the
process by which a complex organization with the aid
of one or more machines produces and transmits
public messages that are directed at large,
heterogeneous and scattered audiences.
From the above definitions Mass Communication is
the process of sending messages to a large number
of heterogeneous audiences at a time by using some
media.

Department of Media Studies, Christ University, Bengaluru

Characteristics of mass communication


1. Large Number of Audience
No other communication gets as many receivers as it
gets
2. Heterogeneous Audience
audience may belong to different races, groups,
section, cultures etc
3. Scattered Audience
may stay any place of the country and even any place
of the world.
4. Wide Area
wider than any other communication systems
Department of Media Studies, Christ University, Bengaluru

Characteristics of mass communication


5. Use of Channel
such as-radio, television, newspapers, magazines etc
6. Use of Common Message
sends the same message simultaneously to a large
number of audiences
7. No Direct Feedback
reaction of audience cannot be known quickly
8. Outward Flow
objective is also to send message to the people outside
the organization
9. Use of Technology
in the process of production and dissemination of the
message

Department of Media Studies, Christ University, Bengaluru

MEDIA OF MASS COMMUNICATION


Mass media are the vehicles through which messages
are disseminated to mass audiences.
characterized by the transmission of complex
messages to large and diverse audiences, using
sophisticated technology of communication.
Mass media refers to the institutions that provide such
messages: newspapers, magazines, and television,
radio, film, multimedia websites, radio networks and
television stations, movie companies, music producers
and the internet.
http://thebusinesscommunication.com/medias-of-mass-communication/

Department of Media Studies, Christ University, Bengaluru

Important media of mass communication

Department of Media Studies, Christ University, Bengaluru

Newspaper:
Publication containing news and information and advertising
Printed on low-cost paper (newsprint)
Available in daily and weekly formats, general or special
interest, local, regional, and national publications

Magazine:
Weekly, biweekly, regular monthly, bimonthly or even
quarterly
Variety of articles or blog posts
Funded by marketing as well as invested in by the audience.
Colourful, handy, Long shelf life

Department of Media Studies, Christ University, Bengaluru

Book:
accumulation report, textual, e-book.

Television:
powerful medium for appealing to mass audiences.
offers sight and sound
dramatic and lifelike representations of people and products.

Radio:
Reaches mass and diverse audiences
Placement and production costs are less, used in village areas.
Considered to be more efficient.

Department of Media Studies, Christ University, Bengaluru

Film:
Audio-visual medium of mass communication.
Encompasses motion pictures, individual projects
Name comes from the photographic film, Recording and
displaying motion pictures.

Video games:
Computer-controlled
Text and sound based games

Internet:
Interactive method, enable to as a multilevel regarding
network.
educational, small business, governmental
email, conversation, document transfer..
Department of Media Studies, Christ University, Bengaluru

Blogs (web logs):


A site by somebody having standard records, discourse,
information..
Records shown in reverse chronological, having most
up-to-date articles found at the top.

Podcast:
A series of digital-media files which are distributed over the
internet using syndication feeds for playback on portable
media players and computers.
The host or author of a podcast is called a podcaster.

Mobile:
Introduced in Japan in 1979
All in one media
Department of Media Studies, Christ University, Bengaluru

Outdoor media:
Billboards, signs, placards
placed inside and outside shops or buses, flying billboards
blimps and skywriting.

Other Media:
Pamphlets, brochures and posters
drama, Jatra stage etc.

Department of Media Studies, Christ University, Bengaluru

Skywriting

Department of Media Studies, Christ University, Bengaluru

CHARACTERISTICS AND TYPOLOGY OF AUDIENCES


We have all been part of a group (Audience) of people
who come together to experience music, film, theatre
or other live event.
In media terms the audience is any group of people
who receive a media text, and not just people who are
together in the same place.
Audience receive the text via a media carrier
newspaper, magazine, television, DVD, radio, internet

Audience is a key concept in media


All media texts are produced with an audience in mind
Receive the text and make sense out of it.

Department of Media Studies, Christ University, Bengaluru

Audience is part of the media equation


A media text is planned with a particular audience in
mind
Has to know who is the potential audience, and as
much about them as possible
Audience Research - important for media producers,
broadcasters and advertisers
Demographics
Psychographics
Primary and Secondary
https://lucian.uchicago.edu/blogs/mediatheory/keywords/audience/
Department of Media Studies, Christ University, Bengaluru

Various categories of media audiences


Elite Audience comprises of highly educated people
and their number in the society in relatively small.
Mass Audience represents the dominant majority in a
society. They are relatively average people. Mass
audience represents almost all segments of the society.
Specialized Audience refers to the special interest
groups in the society.
Interactive Audience consists of those who have control
over the communication process in a society. They may
be newspapers journalists or Radio or TV broadcasters.

Department of Media Studies, Christ University, Bengaluru

Functions of Mass Communication (McQuails (1983)


Information
Finding out about relevant events and conditions in immediate
surroundings,society and the world
Seeking advice on practical matters or opinion and decision
choices
Satisfying curiosity and general interest
Learning; self-education
Gaining a sense of security through knowledge

Department of Media Studies, Christ University, Bengaluru

Personal Identity

Finding reinforcement for personal values


Finding models of behavior
Identifying with valued others (in the media)
Gaining insight into oneself
Integration and Social Interaction

Gaining insight into the circumstances of others; social


empathy

identifying with others and gaining a sense of


belonging

Finding a basis for conversation and social interaction


Having a substitute for real-life companionship
Helping to carry out social roles
Enabling one to connect with family, friends and society
Department of Media Studies, Christ University, Bengaluru

Entertainment

Escaping, or being diverted, from problems


Relaxing
Getting intrinsic cultural or aesthetic enjoyment
Filling time
Emotional release
Sexual arousal

Department of Media Studies, Christ University, Bengaluru

Importance of Mass Communication


1. Mass Communication Informs
a.
b.
c.
d.

important role in modern democratic society


source of information
Advertising
propagation of culture,ideas, and opinions

2. Mass Media Entertains


a. relaxation machine
b. compete on sense impressions not ideologies

3. Mass Communication Persuades


a. influence on people's opinions.
b. Tend to selectively read what they already agree with
c. influence in setting the agenda and priming people on new
issues
Department of Media Studies, Christ University, Bengaluru

Importance of Mass Communication


1. Mass Communication Binds
a. inform and shape our social life
b. Communal harmony, peace, anti-terrorism, anti-social evils,
anti-drugs,
c. Creating awareness, education, social change and
development of the society
d. Promote peace and harmony within communities, Nation
Building

2. Popularity of Mass Media

Department of Media Studies, Christ University, Bengaluru

MEDIA ETHICS

http://college.cqpress.com/sites/masscomm/Home/chapter14.aspx
https://www.ndsu.edu/pubweb/~rcollins/431ethics/codes.htm
Department of Media Studies, Christ University, Bengaluru