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Magic Multiplier & Empathy Magic Multiplier & Empathy

Mass media is called the magic multiplier as it can quickly spread messages to many people. While mass media succeeded in reaching most of the population quickly with low resources, audits found it failed to fully achieve its objectives of persuading and educating people. Persuasion and education are best achieved through close interpersonal interactions. For large-scale social changes, vast information needs to flow both to and from the population so they can participate. While individual and group communication are insufficient, mass media's broad reach can fulfill this role in less time and resources than traditional channels for developing countries.

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916 views9 pages

Magic Multiplier & Empathy Magic Multiplier & Empathy

Mass media is called the magic multiplier as it can quickly spread messages to many people. While mass media succeeded in reaching most of the population quickly with low resources, audits found it failed to fully achieve its objectives of persuading and educating people. Persuasion and education are best achieved through close interpersonal interactions. For large-scale social changes, vast information needs to flow both to and from the population so they can participate. While individual and group communication are insufficient, mass media's broad reach can fulfill this role in less time and resources than traditional channels for developing countries.

Uploaded by

jjhjhj
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Magic Multiplier &

Empathy
Meaning of Magic Multiplier
Mass media is called the magic multiplier as it can multiply
the messages and reach a number of people very fast.
Wilbur Schramm (1964), in his book Mass Media and National
Development, argued that each person would have requirement of
information of the work he would undertake. And there be
millions of workers would require information of various types.
The conventional channel of communication would never be
able to meet this demand. Therefore, modern communication
technologies would be of great use to meet this demand by
multiplying the messages and reaching each and every worker
simultaneously.
Audit of Magic Multiplier
•The audit finds out that the mass media succeeded in reaching a
vast majority of population in less time and resources, but it failed
in achieving its basic objectives for which it became a Magic
Multiplier.
•Mass Media as a magic multiplier did a commendable job in
spreading awareness but it could not give expected results in
persuading and educating the targeted population.
•It was found that persuasion, motivation and education for/on
something is best achieved by close interactions which is possible
in inter-personal, group-communications etc.
Needs of magic multiplier
For social change of great magnitude, people must be informed,
educated, motivated and persuaded. Information must flow, not
only to them but also from them, so that their needs can be known
and they might participate in the acts and decisions of the nation-
building.
As the required amount of information and learning is vast and
so as the targeted population
The available channels of communication like inter-personal,
group-communication, traditional media are incapable to
undertake this task. As this will require a lot of time and resources.
For a developing country, it's difficult to gather a large pool of
resources and wait for such a long period. Mass media with its
magical reach can do this job in less time and resources.
Empathy
Meaning :-
The emotional responsiveness which an
individual shows to the feelings experienced
by another person ; the ability to identify
with another’s emotions and understand
what they are feeling.
Levels of empathy
Global Egocentric

Another’s feelings

Another’s life condition


Levels of empathy{explanation}

 Global :-
In the first year children may match the emotions they witness.
E.g: By crying when other infant is crying. (but emotions is
involuntary and undifferentiated)
• Egocentric :-
From the second year children actively offer help. The kind of help
offered is what they themselves would find comforting and is in that
sense egocentric. Never the less child at least responds with
appropriate empathic efforts.
Levels of empathy{explanation}
 Another’s feeling :-
In the third year, with the emergence of role-taking skills children
become aware that other people’s feelings can differ from their
own. The responses to distress may become more appropriate to the
other people’s needs.
• Another’s life condition :-
By late childhood or early adolescence children become aware that
other’s feelings may not just be due to the immediate situation but
stem from the more lasting life situation. Empathy may also be
found with respect to entire groups of people. (the poor, the
oppressed ,etc) and thus transcend immediate experience.
THANK YOU

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