Mass Media

Mr. Navneet Singh

Assistant Professor
FOCS & IT (Dept.)
 Unit - 1

Mass Communication
Introduction to Mass Media
and Communication
Mass media communication is the process of sending
information to a large audience through various media
platforms. It's a key part of society, and it can be used
to inform, entertain, and influence people.
some examples of mass media communication
Newspapers, Magazines, Books, Radio, Television, Film,
Social media, and Internet-based radio and television.
Concept of mass and mass
communication
Mass communication is the process of sharing
information with a large audience through mass media.
The concept of mass communication includes the
following:
Mass
The audience is large, heterogeneous, and anonymous.
The number of people in the audience is relatively
large, but it doesn't include all people.
Concept of mass and mass
communication
Communication
The process of sharing information through a channel
of communication. This can include radio, television,
social media, newspapers, magazines, books, film, and
the internet.
Purpose
The purpose of mass communication is affect the
behavior, attitude, opinion, or emotion of the audience.
Coommunication and Mass
Communication
Mass communication differs from other forms of
communication, such as interpersonal communication
or organizational communication, because it focuses on
a single source transmitting information to a large
number of receivers.
Nature of Mass
Communication
• Mass communication is the process of sharing
information, ideas, and messages with a large
audience through various media. It's a powerful and
influential way to communicate that can impact public
opinion and societal norms.
Process of Mass
Communication
Mass communication is the process of sending and
receiving information to a large group of people
through various media channels. It involves creating,
sending, and analyzing messages to a large audience.

Steps in the process

1. Create a message: A person, group, or organization
creates a message
Process of Mass
Communication
2. Select a channel: The message is sent through a
channel like radio, TV, or the internet
3. Transmit the message: The message is sent to a
large audience
4. Receive the message: The audience receives the
message
5. Provide feedback: The sender learns how the
receiver reacted to the message
Function of Mass
Communication
Mass communication has many functions

1. Information dissemination : Mass communication

delivers information to a large number of people quickly.
This includes news, weather, sports, education, and
more.
2. Mobilization : Mass communication can be used to
mobilize people in times of crisis.
3. Entertainment : Mass communication can entertain
Function of Mass
Communication
4. Surveillance: Mass communication acts as a source
of information about the world. For example,
newspapers, radio, and television can provide
information about political decisions, wars, and
emergencies.
5. Correlation: Mass communication presents facts,
but it may not be objective or unbiased. This means
that the information may be selected, arranged,
interpreted, edited, or criticized.
Function of Mass
Communication
6. Cultural transmission: Mass communication can
transmit culture.
7. Sensationalization: Mass communication can
present sensational messages to attract consumers.
Characteristics of Mass
Communication
1. Large audiences: Mass communication reaches a large
number of people who may be spread out across the
world

2. Diverse audiences: Mass communication audiences are

made up of people from different ages, religions, and
groups
3. Mechanical or electronic media: Mass communication
Characteristics of Mass
Communication
4. Public service : Mass communication has a public
service responsibility to inform, educate, and empower
the public

Examples
Advertising: A paid, impersonal, one-way marketing
method that uses mass media to promote a product or
service
Public relations: A discipline that aims to influence
Scope of Mass
Communication
The scope of mass communication encompasses
the dissemination of information to a large, diverse
audience through various media channels like print,
radio, television, and digital platforms, primarily aiming
to inform, educate, entertain, persuade, and influence
public opinion on a wide range of issues, including
news, current events, social commentary, advertising,
and public relations; essentially acting as a vital tool for
societal surveillance and cultural transmission.
Scope of Mass
Communication
Major areas within the scope of mass communication:

1. Journalism : Reporting news stories, investigative

journalism, feature writing, opinion pieces across
various media platforms.
2. Advertising : Creating and managing marketing
campaigns to promote products and services through
different media channels.
Scope of Mass
Communication
3. Public Relations : Managing communication
strategies for organizations to maintain a positive
public image and build relationships with stakeholders.
4. Broadcast Journalism : Producing news programs for
radio and television.
5. Digital Media : Creating and distributing content on
online platforms like websites, social media, and mobile
applications.
Scope of Mass
Communication
6. Media Research : Analyzing media content, audience
behavior, and the impact of media on society.
Assignment
1. What is Communication?
2. What is Mass Communication?
3. Difference between Communication and Mass
Communication.
4. Write any three function of Mass Communication.
5. Explain Scope of Mass Communication.
 Unit - 02

Mass Media
Mass Media
Mass media include the diverse arrays of media that
reach a large audience via mass communication.

Definition
Mass media is a way to communicate with a large
audience using technology. It can include print, radio,
television, film, video, audio recording, and the
internet.
Examples of mass media
1. Newspapers: Can be mass-produced using a printing
press
2. Radio: Can reach a large group of people with a
radio
3. Television: Can convey news, information, and
culture
4. Magazines: Can be used to promote health and
convey information to the public
5. Internet: Can provide alternative platforms for mass
Importance of mass media
1. Mass media can reach large numbers of people in a
short amount of time
2. It can raise awareness about health issues
3. It can counter misleading messages from industries
4. It can help elected officials communicate with their
constituents
Characteristics of Mass Media
1. it can appeal to a wide target audience.
2. it communicates a public message.
3. there's a distance between a source of information
and those who obtain it.
4. it can be transmitted through various channels, such
as TV, the internet, radio, and newspapers.
5. it has a heterogeneous audience;
Function of Mass Media
1. Information: Mass media provides information
about events happening around the world, which helps
people make informed decisions
2. Education: Mass media can educate people by
providing information and knowledge
3. Entertainment: Mass media can entertain people
through leisure and enjoyment
Function of Mass Media
4. Cultural transmission: Mass media can transmit
cultural elements like social values, lifestyles, and
cultural norms
5. Opinion shaping: Mass media can influence attitudes
and shape opinions among its audience
6. Surveillance: Mass media can monitor the
environment and provide information about events
7. Checking function: Mass media can ensure that
elected representatives uphold their oaths of office
Scope of Mass Media
The scope of mass media encompasses a wide range of
career paths within the communication industry,
including journalism, public relations, advertising,
content creation, film production, broadcasting, social
media management, event management, and media
research, allowing graduates to work across diverse
platforms like print, television, radio, and digital media
outlets.
Scope of Mass Media
1. Journalism: Reporting news stories, writing articles,
producing news segments for television or radio.
2. Public Relations (PR): Managing an organization's
public image, media relations, press releases
3. Advertising: Creating and executing advertising
campaigns across various media platforms
4. Content Creation: Writing articles, blog posts, social
media content, scripts for video content
Scope of Mass Media
5. Digital Media: Managing social media accounts,
developing digital marketing strategies
6. Broadcast Journalism: Producing news programs for
television or radio
7. Film Production: Directing, scripting, cinematography,
editing for film projects
8. Media Research: Analyzing media trends, audience
demographics, and impact of media campaigns
9. Event Management: Planning and executing large-
Type of Mass Media
1. TV

2. Radio

3. News Newspaper
TV (Television)
Characteristics:

Wide Reach: Like other forms of mass media, television

can reach a large audience simultaneously.

Accessibility: With the rise of smart TVs and streaming

services, television increasingly converges with digital
media, offering interactive and on-demand content.
TV (Television)
Function:
1. Surveillance: Delivering news and information about
current events, keeping the public informed.
2. Correlation: Interpreting and connecting different
perspectives on issues, shaping public discourse.
3. Entertainment: Providing leisure activities and
enjoyment through programs like movies, shows, and
sports.
4. Socialization: Transmitting cultural values and norms
TV (Television)
Scope:

1. Wide Reach
2. Visual Storytelling
3. News Delivery
4. Advertising Power
5. Entertainment Value
Radio
Characteristics:
As a mass media platform, radio is characterized by its
aural nature, portability, accessibility, relatively low
production costs, ability to reach diverse audiences,
and the reliance on sound elements like voice, music,
and sound effects to convey information and engage
listeners; essentially, it's a primarily auditory medium
that can be easily accessed and carried around, making
it ideal for delivering news, entertainment, and
information to a wide range of people.
Radio
1. Sound-based: Radio solely relies on sound to
communicate, which means listeners must actively
engage with the content through their sense of
hearing.
2. Portability: Radios are easily portable, allowing
people to listen while on the move or in different
locations.
3. Accessibility: Due to its affordability and widespread
availability, radio can reach a large and diverse
Radio
4. Immediacy: Radio can deliver news and information
quickly, making it a valuable tool for breaking news
updates.
5. Intimate nature: The voice-based format can create
a sense of personal connection between the
broadcaster and the listener.
6. Heterogeneous audience: Radio broadcasts typically
reach a broad range of people with diverse interests
and backgrounds.
Radio
7. One-way communication: Unlike interactive media,
radio communication is generally one-directional, with
the broadcaster sending information to the audience.
8. Flexibility in content: Radio can include a variety of
content formats like news, talk shows, music, drama,
and comedy.
9. Cost-effective: Compared to other mass media like
television, radio production and distribution can be
relatively inexpensive.
Radio
Functions:
1. Surveillance: Delivering breaking news and critical
information to the public quickly, often during
emergencies.
2. Correlation: Interpreting and providing context for
events, shaping public opinion through commentary
and analysis.
3. Cultural transmission: Sharing cultural values,
traditions, and stories through music, storytelling, and
Radio
4. Entertainment: Providing music, comedy, and other
forms of entertainment to listeners.
5. Socialization: Bringing people together through
shared experiences and common interests.
6. Community building: Connecting local communities
by providing information relevant to their area.
7. Advertising: Reaching large audiences with
commercial messages.
Radio
Scope:
Radio, one of the oldest forms of mass communication,
has played a pivotal role in shaping our world and
connecting communities across borders.
1. Wide Reach: Radio can reach a large and diverse
audience due to its accessibility, allowing for
widespread dissemination of information.
2. Rural Penetration: In areas with limited internet or
television access, radio often serves as the primary
 Radio
3. Immediate Impact: Radio can deliver news and
updates quickly, making it effective for breaking news
or time-sensitive information.
4. Cost-Effective: Compared to other media like
television, radio broadcasting is generally more
affordable for both producers and advertisers.
5. Portability: People can listen to radio on the go,
making it a convenient medium for consuming content.
6. Targeted Audience: Radio stations can cater to
specific demographics through programming tailored
Newspaper
Charateristics:

1. Heterogeneous Audience: Newspapers target a

broad range of people from different backgrounds,
demographics, and locations.
2. Wide Subject Matter: They cover a variety of news
topics, including politics, business, sports,
entertainment, and local events.
Newspaper
3. Regular Publication: Newspapers are typically
published daily or weekly, providing consistent access
to current information.
4. Accessibility and Affordability: Newspapers are
generally considered affordable and readily available to
a large population.
5. Visual Elements: Photographs and illustrations are
often used to enhance storytelling and engagement.
Newspaper
6. One-Way Communication: Typically, there is limited
direct interaction between the reader and the
newspaper publisher.
7. Public Information Dissemination: Newspapers play
a crucial role in informing the public about important
news and events.
8. Filtered Content: Editorial decisions determine
which news stories are covered and how they are
presented.
Newspaper
Functions
1. Information dissemination: Delivering news on local,
national, and international events to a wide audience.
2. Social watchdog: Holding institutions and individuals
accountable by reporting on misconduct and potential
abuses of power.
3. Community building: Fostering a sense of shared
identity and connection by covering local events and
issues.
Newspaper
Scope:
A newspaper's scope within mass media
encompasses informing the public about significant
events across a wide range of topics like politics,
business, sports, arts, and science, reaching a large
audience through printed publications, often covering
local, national, and international news, and utilizing
features like editorials, investigative journalism, and
advertising to shape public opinion and discourse;
essentially acting as a primary source of information for
Assisgnment - 2
1. What is Mass Media?
2. Difference between Mass communication and mass media.
3. Write short note on mass media.
4. Write function of newspaper.
5. Write major role of mass media and mass communication.