Mass Communication

MC influences in variety of ways ..

They entertain, educate, inform us Sell us everything : household products to political

candidates Efficient MC is important for National development and National integration. People get awareness about Projects, Schemes, development issues

Mass communication
MC generally is identified with Mass Media
Mass Media are not communication in themselves as

they are the tools Mass Media multiply the effectiveness of scarce resources like experts Daniel Learner : Mobility multipliers Wilbur Schramm : Magic multipliers

Western Models of Communication

Harold Lasswell :

Who says What in Which channel to Whom with What effect Who Communicator What Message Which Channel- Medium Whom Receiver What effect - Feedback

Western Models of Communication

Transmission & Transfer of information for intended

effects Primary goal of communication is influence through Persuasion Western Model focuses on Surface Structure features like Verbal language, Body language, Non-verbal gestures

Verbal & Non-verbal Communication

Dictionary Meaning : Verbal : of words, in words, expresses in words Oral, Spoken, Said, Voiced, Vocal, uttered or Written Non- Verbal :Sign Language, Action Language, Objective Language, Silence, Time, Demonstration,

Verbal Communication
It involves the use of symbols that generally have

universal meanings for all who are taking part in the process. It may be spoken or written. It is highly structured & uses formal rules of grammar

Non-Verbal Communication
It involves the use of symbols other than the spoken or

written words just as Gestures, Eye Behaviour, Tone of Voice, Use of Space and Touch These Symbols have socially shared meanings They have no formal structure or rules of grammar

Body Language
Human body does not know how to lie.
Unconsciously, it reflects thoughts as one folds arms,

cross legs, stands, walks, moves eyes and mouth New Science of Kinesics deals with physical signals that we all send out all the time

Different perspectives on MC
South American : Communication as Dialogic.

Participatory relationship is at the heart. Brazilian Educationist Paulo Freire advocated Pedagogy of Oppressed

Different Perspectives on MC
Marxism : Communication as a power relationship.

Power of one over others. Mass media owners, professionals exercise power on audience. This perspective focuses on the Inequality in class, economic & social power. Basis of Marxism is Conflict & Class differences rather than Consensus

Indian Perspective on MC
Sadharanikaran( 2nd Century BC to 1st Century AD)

close to Latin term communis commonness meaning communication. Communication is possible only between Sahridayas ( those who have a capacity to accept the message) Because of this, Rigidity in social structure increased

Indian Perspective on MC
Indian model focuses on Deep Structure which is

shaped by cultural and metaphysical assumptions about the definition of Truth & Reality, the place of Individual in the Universe, ones relationship with other living & non-living elements

Mass Media
Mass Media is a term which denotes A section of the

media specifically conceived & designed to reach a very large audience This term was coined in 1920s with the advent of Nationwide Radio Network & Mass circulation of News papers & magazines

Mass Media
News papers, Magazines, Films, Radio, Television,

WWW, Bill Boards, Books, CDs, DVDs, Computer Games etc. Mass Media audience forms a Mass Society Mass Media has the economics of linear replications no. of copies sold, one can make money proportionally

Mass Media
History : During 20th Century, the growth of Mass

Media was driven by technology that allowed the massive duplication of material like Printing, Film duplication, electronic duplication of Radio and T.V. programmes Purpose : Mass Media can be used for Advocacy both for Business & Social Concerns

Barriers to Communication
Any Obstacles or Difficulties that come in the way of

Communication.. They may be Physical, Mechanical, Psychological, Cultural or Linguistic in nature. All barriers are called Noise. It denotes not only atmospheric or channel disturbance , but all barriers that distort communication in any manner

Information technology and Mass communication

Invention of printing in China, 2 centuries before Johannes

Guttenbergs invention in Europe.

Guttenberg introduced his machine for printing in Mainz,

Germany around 1450.This was operated by hand. was educated. No more Monopoly of FEW.

With sophistication in printing technology, over the years, mass

Political revolutions - French, American, and Freedom struggles

in Asia and Africa, by involving common mass became possible.

Information technology and Mass communication

First Wave : Invention of Printing encouraged Privatization & development of private points of view. An oral face to face tribal culture gave way to detribalized visual, linear & symmetrical / equal culture. Early 19 century, power press printing introduced Daily News Paper, in the form of a mosaic & montage.( Arrangement of news & later on pictures)

Information technology and Mass communication

Second Wave :Inventions of telegraph, telephone &

photography in 19 Century. Thomas Edison invented phonogram / gramophone, movie camera & projector. It became possible to store sound & moving pictures. DeForest invented Triode Vacuum Tube in 1907. This opened up new worlds of Radio & Television.

Information technology and Mass communication

Third Wave : Computers & the concept of Information

storage & retrieval brought changes in the processing of information & communication. Computer programmes were developed to instruct machines.
This resulted into Artificial Intelligence &

Automation

Information technology and Mass communication

Fourth Wave : teletext, Videotext, rapid diffusion of

multi-media, paging, cellular telephony & Internet gave rise to Age of Information. Cable T.V. technology combined with satellite & digital technologies led to a profusion of broadcasting channels worldwide.