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Introduction To Mass Communication - MCM 101 VU

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24 views

Introduction To Mass Communication - MCM 101 VU

Uploaded by

bc200200813 JUNAID ARSHAD
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Introduction to Mass Communication – MCM 101 VU

LESSON 08
MESSAGE – ROOT OF COMMUNICATION II

Message in Mass Communication – Misgivings, Conflicts, Ethics and Solutions


Message is the most sensitive area in communication. Send a message and all the confusion,
conflict and misgivings are borne thereafter. The inherent problem with message is that it can’t be
understood with hundred per cent purity and the sender is never in a position to ascertain at the time
of letting the message go across as what it may result into when interpreted by the receiver.

No other type of communication suffers this intrinsic property of a message more than the mass
communication. Same set of words bring so different a meanings to different receivers that a conflict
get on deepening instead of moving towards solution.

For example, Pakistan says it wants a peaceful solution of Kashmir. Exactly same set of words is said
by India. The United Nations in a number of resolutions on Kashmir has used the same words. The
US and all other western powers, and even the people of the valley say the same. Question arises:
then why Kashmir is bleeding? Answer is simple; for every people meanings in the same set of words
are different!

Misgivings
Treading in such a sensitive area of mass communication by composing an effective message
is bound to cause doubts in the mind of receiver. A message at the mass communication level is
never understood from the face value of the words, does not matter how smartly they are chosen,
and so misgivings are very likely to arise.

Such a situation also occurs when one is going through a newspaper story, a book of history or
watches a play on TV. The contents of a TV play may carry lines which may infuriate some and cause
laughter for others.

A cartoon in a newspaper, a blend of verbal and non verbal communication may brings smiles on the
faces of political workers of one party and outrage others belonging to another.

Conflicts
The most difficult situation in composing a message for mass communication arises when
the subject matter is already caught in a conflict. As has been cited in the Kashmir example above,
even the softest and most carefully picked words by one party in the conflict may not appease the
people living on other side of the conflict.

At times – in given context, an observation in its most objective form causes a conflict. For instance
a Pakistani bowler is not performing well; an observation on his performance by an Indian
commentator would generate a heated debate among their Pakistani counterparts or vice versa.
Things may be different if the same observation is passed by a Pakistani commentator, obviously.

The world of mass communication abounds in surfacing conflicts across political, economic and
social lines in almost all societies.

Negative Message – Propaganda


Here a deliberate effort is seen on part of sender to distort facts and outlook of a situation to
further aggravate meanings (understanding) on a given subject and reap the benefit (resultant) by
damaging the enemy. The composing of message as branded in the term propaganda is centuries old
and widely used in wars and severe political discords.

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Introduction to Mass Communication – MCM 101 VU

Message as a Commercial Product


At times the sender attempts to use a message at mass communication scale to garner
commercial benefit. This approach has led to setting up of an entirely different industry in mass
communication, known as advertising industry. We will see in coming lectures more as how a
message is molded in a manner to fetch commercial gain.
It again starts a controversy whether a message with commercial value tells the truth or discards it.

But it is not that conflict is a natural result of a message, though messages are generally under-
understood. There are ways to overcome such a situation.

Solution
Since the gravity of misunderstood messages in communication is enormous, experts
continue to work on lines to diffuse the negativity in this part of communication.

Use of Standard Language


One foremost practice all over the world is to use to a maximum possible extent of a
standard language. There is nothing like a standard language, but in practice one believes that use of
polite and decent words command more acceptability than harsh or intimidating words especially on
matters of disputes.

Best example of this phenomenon is witnessed when foreign offices of different countries issue
representative statements on behalf of their respective governments especially on issues of
disagreements. Though the meaning still differ for different end-users of these statements, they
generally remain safe to avoid escalation of a problem.

Brevity of Message
In case of severe conflicts, issuing a brief and calculated statement offers another solution to
avoid the controversies to get to a point of no return. Fewer words are bound to cause fewer
infringements and a situation is saved from spilling over and generating more confusion or tension.

Ethics
The world is multicultural. This composition of the world is most embarrassing for students
of mass communication for it is next to impossible to address all the people belonging to different
cultures which give one meaning to the words said.

Screening a TV play written and produced in one part of the world (culture) may hurt viewers of
another part of the world where cultural values are different. But within one society the same
problem may exist with same intensity. It is advisable to take care of ethics while composing a
message – which may be writing a script for a play, or even news. Religious and social values are very
dear to people. A message would do a great deal of justice if it abides by these values.

©Copyright Virtual University of Pakistan


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