Mass Communication

Mass communication is the combination of two words (i) Mass and (ii) Communication. According to dictionary
the word 'Mass' means "as a whole' or "in aggregate" or "in several." On the other hand communication is the
process of transmitting information / message from sender to receiver with the information being understood by
the receiver. So, the term mass communication is a process through which a message is widely circulated among
the persons who are far away from the source. For mass communication, a large number of audience, some
intermediary channels and vast boundaries of space are required through which a message can be sent to the
destination. A few definition of mass communication have been quoted as under:
(i) "Mass communication is concerned with transmitting information thoughts, opinions, entertainments etc. at a time
to a large number of audience of different characteristics. "-Mehta.
(ii)"Mass communication is a process through which an individual, organization and government communicates with
the general people". R.P. Molo.
(iii)"Mass communication is the process of understanding and sharing meaning through mediated messages to a
broad audience."-Judy C. Pearson and Paul E. Nelson.
(iv)Dominick offers a comprehensive definition of mass communication. He mentioned that "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." In his opinion, the
sources in the mass communication situation is a group of individuals who usually act within predetermined roles
in an organization setting.
On the, basis of above discussion we may say that mass communication is a process in which professional
communicators design and use intermediary channel (radio, television, newspaper) to disseminate messages
quickly at a time to a large number of heterogeneous but widespread and fairly undifferentiated audiences
separated from a source by a great distance.

Characteristics of Mass Communication

Due to specialty in nature, mass communication claims certain unique characteristics which are
as follows:
(1) Vast boundaries : Mass communication covers wide and vast area to operate, for example, it
covers a country and the whole world too. Now the world has been turned into a "global village"
because world is becoming smaller due to advances of mass communication.
(2) Heterogeneity: Audiences of mass communication are not only large in numbers but also are
different in terms of age, sex, religion, race, culture etc.
(3) Diverse location: Receivers of mass communication are detached and separated from the
original source or sender by a long distance.
(4) Professional communication : The sender of mass communication are professional
communicators. They use various channels to attain their purposes.
(5) Limited feedback : Feedback is essential to make effective communication. Here in mass
communication feedback like other sorts of communication is absent. There may sometimes be
poor response from the receiver.
(6) Intermediary channel : Mass communication uses various intermediary channels to transmit
message to the receiver. Such channels are radio, TV or newspaper.
(7) Use of specialized technology: The message in mass communication is transmitted through
the use of specialized technologies in print, film or broadcasting to disseminate it as widely as
possible.
(8) Use of rapid means : Mass communication is defined to be a rapid means of communication. It
spreads quickly to the mass audience through reproduction and distribution.
(9) Public message : Message of mass communication are made available to public. The person
who has the ability to bear the cost of access to respective medium such as newspaper, radio,
TV, cinema etc. can receive the message.
(10) Channel characteristics : Channels used by mass communication are characterized by the
imposition of at least one and usually more than one machine in the process of sending the
message.

Importance of Mass Communication

In the contemporary changing world, the mass communication is widely used in the field of
modern business. It plays a very significant role in establishing relationship with the
market. It is also more important to the producers of consumer goods. Without it business
cannot think of any function. The importance of mass communication may be presented
as under:

1.

2.

3.

4.

Promotion of business : When a business emerges, it needs to inform the general

public regarding its nature and objectives. This can be done through mass
communication. When business is transformed into joint stock company there is
huge requirement of the Issue of public interaction because of prospectus, selling of
goods, distribution of shares and other activities which involve communication with
public. Everything here is done through mass communication.
To face competition : In this day of cut-throat competition if you are to survive as
well as to expand the business, consumers must be well informed of the goods in
details so that consumers can make a comparative study with competitors' goods
and finally prefer to purchase your product. Mass communication is the proper way
to reach the goal.
Publicity for goods: Now is the era of publicity. Without publicity large scale sale of
goods and services is very difficult. So wide publicity is indispensable for any
organization whether it is manufacturing or commercial so as to make the
consumers informed of the goods and then to motivate them to purchase the same.
Such extensive publicity is conveniently done with mass media.
Market survey: Business organizations, particularly the organizations producing
consumer goods, resort to mass communication to conduct a survey on price,
design, quality of goods, customers' tastes and capacity and so on.

5. Forecasting demand : Producers of consumer goods forecast demands of

their goods so as to keep the supply in conformity with the demand. Mass
communication plays an important role in this connection.
6. Economic development : Mass communication has a great impact dn
economic development of a country. It can 'help capital saving and
mobilizing through widespread publicity.
7. Capturing market: In these days of publicity, desire is created as demand.
The more you publicize, the more is the possibility you can create demand.
An wise and farsighted executive will not remain satisfied with the existing
market. Rather he will always try to explore new market through wide
publicity which needs mass communication.
8. Creating social link : As a result of mass communication, a social link is
established with the public. Thus a firm can be more familiar in the global
market and the reputation of the firm also increases. The overall result :s the
increase in demand.

Mass communication plays its roles not only in

business world, but it impacts other areas also. It
is found to exercise a role in maintaining and
strengthening democracy, spreading education,
developing international relation, forming public
opinion, making political background, and so on.

Objectives of Mass communication

A communicator may have several objectives in mind to achieve through mass communication.
The noted objectives may be discussed as under:
1. To inform : The important purpose of mass communication is to inform the public or the world
members of any matter of an organization or of a country. It is a kind of appeal of a sender to the
receivers.
2. To achieve target: Another purpose of mass communication is to achieve the target of the
organization through persuading and motivating the audience.
3. To maintain continuity : Mass communication serves the purpose of maintaintaining
continuity of production and marketing operations through advertising goods and services of an
organization.
4. To create opinion : Creating public opinion is also treated to be another important purpose
of mass communication.
5. To convey public policy: Government policies connected with national important issues
need public support. Such issues are, therefore, circulated among the people through mass
media.
6. To face emergencies: Combined and cooperative efforts of the mass people are inevitable to
face emergency situations like natural calamities or foreign, aggression. Mass communication
does the job of influencing the people to face such emergencies united.
7. To entertain: Sometimes mass communication is directed to arrange for entertainment which
is essential for sound and enjoyable social, environment.
.
8. To implement educational programme : Mass communication is also now-a-days resorted
to expand and implement educational programme. Education-primary or higher, is widely spread
through radio, television, newspapers, etc.
9. To establish social contact: Establishing social contact with the people at home and abroad
through the exchange of messages is another purpose of mass communication.

10. To play diplomatic role: Mass

media are sometimes used to exercise
influence in international politics.
Form the above discussion it is evident
that objectives of mass communication
are multidimensional. This is because
the nature and objectives of the
communicator are manifold.

Basic Functions of Mass Communication

The basic functions of mass communication can be divided into broad three
classes which are discussed- as under:
1. Informing: The most important function of mass communication is
dissemination of information to the public, primarily through news media,
electronic and print. Information diffused through these channels (media)
are about new products, changes in policy, ideas, philosophies and so
forth. Mass media are particularly effective to spread current information
having news values.
2. Persuading : Persuasion is another function of mass media. Because of
their persuasive potential, both electronic and print media are used for
advertising products, services, business, charities; or for political
campaign.
3. Entertaining: Entertainment is the most common function of mass
communication When used for entertainment, the mass media publicize
such programme as are pleasurable to the consumers or at least they
provide the audience with some sort or escape of diversion from
anxieties of daily life. For example, newspapers for this purpose, may
include comics, crossword puzzles and the like. Televisions may show
situation comedies drama, variety show, etc. Radio entertainment
primarily consists of music, talk shows, and so on.

Preconditions for Successful Mass

Communication
Generally, a large number of audience are contacted
through mass communication. Therefore, every
care should be taken to -make mass
communication effective. There are certain
preconditions to make, successful mass
communication. These are:
1. Thinking : The communicator must thoroughly
think over the using of words, timing and manner of
communication to make the message cognitive,
attractive, and acceptable.
2. Understanding: The communicator himself
/herself must have clear understanding of the
message to be conveyed.

3. Consistency : There must be

consistency between actions or
behaviors of and the message sent
by the communicator.
4. Follow up : To have an idea
about the attitudes, feelings,
reactions or understanding of the
audience, the communicator is
required to arrange follow-ups.

Media of Mass Communication

1.
2.

3.

4.

Media which are used for sending messages to a huge number of audience at
home and abroad are known as mass media. These media are so large in
number that it will not be an exaggeration to comment that we are a media
society. But we will notice here some important media only.
Traditional media: Some authors have mentioned a few traditional media for
mass communication. Important traditional media are jattra stage, theatre stage,
drama and so on.
Print media: Print media are most. suitable for the literate section of our human
society. These media usually carries the message of commercial, economic or
political interest to the readers or consumers at home and abroad. The print
media may be of different forms such as dailies, weeklies, periodicals, leaflets and
so on.
Audio media: Radio is the best audio media. Through this media advertisements,
government messages, circulars, etc. are widely spread for public consumption.
Besides radio, microphone and record player also act as audio media. When
messages are sent through these media, audiences receive them by the ear. So
these media are particularly important for illiterate masses.
Audio-visual media: Messages sent through these media are seen as well as
heard simultaneously. Television, one of the audio-visual media, is the most
powerful and influential mass media. Varieties of programmes such as
documentaries, news, educational shows, adventure series, sports spectaculars,
movies, cartoons and so forth, are presented through television to meet the needs
of all viewers. The other media in this group are movie, videocassette and so on.'

Agencies of Mass Communication

There are some agencies which facilitate mass communication. These agencies collect
information from different sources and arrange for circulation to the public through mass
media. The agencies closely connected with mass communication are presented below.
1. Press Association : The press associations collect news and photos from different sources
and distribute them to the newspaper office, radio and television centre, etc. for publicity :
Bangladesh Sangbad Sangstha (BSSY and Eastern News Agency (ENA) are two such
agencies of Bangladesh. Other important agencies of the world are AFP, Reuters, AP ,PTI,
UNI, and so on.
2. Advertising Agencies : There are many advertising agencies who are engaged to arrange
for advertising goods of their clients and they do this through distributing photos, cartoons,
news, etc. to the mass media like radio, television and newspapers.
3. Advertising Department I Public Relations Department : There are many large
organizations which have their own advertising departments. These departments are in
charge of conducting advertisement operations of their products. But in Bangladesh there is
no such department. Instead, public relations department operating in the organizations
arrange for circulating messages to the internal as well as external members of the society.
4. Public Information Ministry: the public information ministry of the government collects
information from various sources and then broadcasts these information through radio,
television, documentary films, newspapers, bulletins, and so on.
5. The Syndicates of Reporters: The syndicates of reporters also help mass communication
through supplying collected news, commentary, entertaining features, etc. to the modern
mass media.
6. Other Associations: Besides the above agencies, research institutions, public relations
counseling firms and other specialized organizations do a lot in this regard. They gather
information from the remotest corner of the country and conduct advertisement as
demanded and directed by the clients.