Media and Social Values

Media and Social Values

Introduction

When we talk about Media and Social Values, it is necessary that we impart Media Literacy concepts to our students. And as a teacher, I have a strong reason to recommend the same. My classes on Value Education is making me pen this essay on the topic, ‘Media and Social values’.

In today’s era, most people, especially in the urban areas are influenced by media. The rural areas are also gradually becoming media savvy. However, there are also those, who can’t afford a decent square meal a day, so media is not their concern. It is necessary to acknowledge them, as it is a natural tendency to forget the many who do not use media.

While, People have been influenced by mass media for ages through the vast impact created by the Press, books, magazines, TV Programmes, Cinema and Radio announcements they have accessed. It is the impact created by Mass Media that led to a large number of studies which catapulted research in communication and the further churning of theories and researches catering to the topic. Indeed, one cannot deny, the strong influence of Mass Media and its impacts especially when it has been massively used for propaganda and persuasion. 

While, there have been numerous theories on both the effects and the Limited effects of Mass Media, one cannot negate that today, mass media is all around us. Mass Media in the form of New Media has broken all barriers to percolate through society. Digitised technology and the whole concept of the development of the world wide web led to a revolution in the consumption of media products. It is a good thing to reflect at this juncture: Has media influenced our Social values? Are the values positive or negative?

Media and its contribution to Social Values that contribute to humanity

Mass Media like newspapers, books, magazines, journals, TV, Radio, Cinema have shown their influence on people for ages. It is rightly said that Life influences Cinema and Cinema influences life. It is also important to note that New media which includes social media, has drastically changed the way people use media today. The arrival of the Social networking platforms, and online transactions, have changed the concept of shopping, studying, learning, holding business transactions and many other activities for those who constantly use the same.

Media Effects has always been a matter of concern from the time of arrival of Mass Media. Media by itself, includes technology. However, the users use it according to their convenience to construct information or Messages that are transmitted to a large chunk of people. Media as we see it today has indeed influenced the way we think, study, dress, talk and move. 

Media has led to a massive revolution by helping people to communicate and thus bring them together. It is not surprising to see, that youth in most cities dress similar. A dress worn by an actor or an actress instantly gets aped by people and becomes a craze. A simple Indian dish can be watched by millions across the world due to YouTube and other social networking platforms.

Based on media consumption, some of the positive values that one garners through the use of media are:

Connectivity:  Communicating messages at a fast speed to a  large number of people has helped the government in issuing causes of concern, warning and information. For example, in the year 2018, Kerala, a state in India witnessed a huge amount of Rainfall. Many pockets of the state were subdued and simply battered by the deluge. Mass Media institutions relayed this information and even contributed by starting helplines, messages and other instructive and helpful phone numbers to seek help. Many Companies used Digital technology and Social Networking Forums to track the data of people saved and those who need help. The Government sought help by announcements on Mass Media. People networked together as one country facing a disaster, forgetting which caste, creed or sex people belonged to. The noble intention was to save. Mass Media, its reach and its connectivity helped a large number of people. The values of unity, sensitivity, care for the neighbour were all invoked through this noble initiative taken with the help of media.

Education and Information: Mass Media is a forum used by Institutions and Individuals to not just provide entertainment but to educate, inform and create awareness. The Government and other institutes have used Media to promulgate various Social Values.

For instance,

•        Values of cleanliness (Swacch Bharat Campaign and Anti Malaria, dengue campaigns in India)
•      Values of protecting Humanity by Save the girl Child (Beti Bachao, Beti Padhao campaigns in India), 
•       Values of Protecting Nature by Save the Tiger (Initiative of NDTV channel)
•       Values of protecting our Children (Polio Vaccination)
•        Values of Patriotism (Rising during the National Anthem)

Respect for all: Mass Media leads to promulgation of social values that are inherent in a country and transmission of heritage and culture. There are many societies that promote Indian culture, dress and traditions using Media, thus encouraging the spirit of 'Indian-ness'. Incredible India and ‘Atithi Devo Bhava’ Ads by the government roped in stars like Aamir Khan to create an awareness of reaching out and helping tourists who visit our country.

Creating Awareness: YouTube and other Social networking forums have been rampantly used to create awareness on various issues that plague society. This includes discrimination in the name of caste, religion, creed and sex. There were many videos that highlighted the cause of North east Indians and Africans being discriminated in our own country and Internet contributed to creating awareness by making videos that addressed the issues.

Mobilization for a cause: Social networking forums also brought people together. The world especially witnessed this wave of euphoria that overturned Governments due to People’s Power. People mobilized together and formed a mass movement based on messages put up on Facebook and Twitter in Tunisia and Egypt. The Jasmine Revolution made the world sit up and realise the power of Social Media and the capacity to spread a message and mobilize people.

Watchdog: It has also been observed that while Big news channels have succumbed to the pressurization from the Government and often fail to question the ruling parties, it is Social Media and Individuals who take a risk to put up awareness videos on the mal-practices in the country and how the state often covers up their mistakes. Many of these videos are very educative, informative and actually perform the ‘Watchdog’ Role that media is deigned to perform in a country.

Encouraging Talent: By displaying one’s talent on YouTube and other Social Networking forums, many youth and leaders have become globally recognized.

Media and its negative impact on Humans and Society

On one hand, Media has been a boon to reach out to others in Society, on the other hand, the fast pace of Mass media and the concept of social media has led to an immense upload of information, which has also led to promulgation of both positive and negative values. There are numerous theories on Communication which both approve or disapprove the effects of Media consumption. However, one cannot deny, that media is here to stay. Media has drastically changed the way people talk, think, analyse and interpret.  Media usage has a set of Pros and Cons. A Media Producer and Consumer can add to creating a plethora of values that uplift Society or add to negativity based on his/her Socio-geographical, mental construct and background.

Since, Media is audio- visual it has a power to influence the senses. This influence cannot be negated. While Mass Media has always created an impact, and its effects are debated, one cannot deny the continuous influence that one sees around. The arrival of Social media on the forum has further led to a massive availability of both right and wrong information. Commercialization has added to the woes as data of individuals is often at the mercy of the institutions that run these social networking forums.

Individualism and gadget addiction: The rampant use of Social Networking forums has led to many people getting addicted to their gadgets and ruining their personal sociable lives. As more often than not, especially in the urban areas where media technology has percolated many nooks and corners, people are involved in gaming, watching media content on their mobiles. This leads to a individualistic life style. Many young ones are so addicted that they prefer being in the comforts of their rooms glued to their computer or mobile screens, rather than communication with their families and friends.

Similar lifestyles and cloning of western wear: A lifestyle that is similar has spread across the world. People across the world, especially the youth tend to dress similar. So, culturally in many countries there is a decline in traditional forms of outer expressions. Cultures are being influenced by movies and other audio visual content leading to a rise in what one can call a pattern of similar state of affairs in family lives and friendships.

Tarnishing images: Mass Media and New media institutions realised that Yellow journalism brought them added revenue. The trend escalated given the huge fan craze of Popular actors, sportsmen and women and other renowned people. Writing tabloid stories or becoming part of what in India is called the ‘Page 3’ gossip seemingly looks like a regular affair. While, government owned national channels and Broadcast media did not venture into Yellow Journalism as there was strict check on its content, the same can’t be said about the numerous channels and internet content today. Lies, calumny and slander are rampant in most of Mass Media. It has become difficult to judge the truth from fake news stories. 

There are cases like that of Monika Lewinsky and President Clinton which were blown up massively in the Mass Media. Monika at a later time in her speech accepted the fact that she indeed had made a grave mistake, but that the maligning and slander was so heavy on her as a young adult that she was driven to the contemplation of suicide as everything that she spoke, texted or did was hacked open and exposed on Media. 

In India, two men were implicated by two girls in a false case of molestation in a bus in Haryana. The men lost their jobs and their respect in society. However, the case was found to be false after three years and that the girls has been crooks who had cheated many innocent men and bullied them for payments. News travels fast on media and there is the danger of tarnishing someone's name without proper research. These men lost their reputation completely dues to the viral videos.

A tiny error can be publicised to a massive extent due to the ease at which videos today can be uploaded. So, Privacy is a major cause of concern. Often videos have been morphed and uploaded to damage reputations. These also become news on Major channels of Television.

Privacy: Privacy on Social Networking forums is a thing of the past. Every click is saved in the database of different Social Networking forums to be able to generate ad revenues. There are hardly few forums that provide absolute privacy. Identity thefts are common. And so too are internet abuses like Phishing, Hacking, Cyber Bullying, Cyber Aggression, Impersonation, etc.

Trolling and Hate videos: At times, individuals who are freely permitted to comment on YouTube, Twitter or Facebook and Instagram forums, turn into trollers and haters. People fail to draw a line between freedom of speech and outright insult and Hatred. While freedom of speech is a positive value and a criticism is valid in many cases. But hatred, venomous language, drastic maligning and highly abusive and foul language derogates the purpose of opinion and diminishes the respect that any individual deserves as a human being.  Propaganda and persuasion to influence voters can take a massively negative turn on audio visual media , especially New media that includes social networking forums.

Pornography: Highly offensive sexual content is available due to Social networking forums. Research has shown and victims of Porn have confessed that watching such videos encourages promiscuous behavior and acknowledging human beings as objects of desire, rather than as human beings. The Porn industry has in a way created a need for human trafficking and the need for porn videos which has further led to harming of individuals whose videos have been shot without their knowledge and uploaded. Many children and youth become addicts of porn due to availability of Mass Media on the same subjects causing a disruption of their inherent value system of respecting every human as a person, rather than experimenting with violent sex.

Many kids and youth are innocently falling victims to sexual predators and paedophiles who pose as friends and later embroil the kids into revealing personal pictures and details. This is a matter of grave concern.

While Media is curbed in countries like South Korea, Islamic countries and some other countries, in many countries there is a curb or a rule of guard to monitor TV or Radio Content. Books too come under the scanner. However, New media, has provided a forum for all sorts of data. And is indeed becoming a cause of concern.

Rumours and Lies: Given the ease with which a news message can be communicated on Mass Media, Rumours and lies are easily circulated. The Government of India has given stern warning to many social networking sites due to many incidents of lynching to death of innocents due to false rumours spread on social networking forums like WhatsApp. A culture of lies is being created which deters human growth using media technology.

Media does influence Social values and has an effect on People. However, Media literacy is an important element and should be encouraged to create a healthy and critical consumption of Media.

Conclusion 

Technology is never good or bad. It is a human made product available for one’s use. It is how, we as individuals, as institutions or as a country use technology that creates the difference. Mass Media can be used for good and has done a great service to Society. Travelling, Shopping, Studying, Education and information has become easy due to Mass Media. On the other hand, the blatant misuse of Mass Media to spread lies and create disharmony is also a truth which has to be faced. Mass Media has also been used for greed to extract Data and cheat, which impairs the building up and growth in society.

Mass Media Messages

Mass Media Messages

A Mass Media Message is basically a message, an idea or information that has been reproduced and communicated using Mass Media channels. An existing idea is communicated in a form and format that appeals to the Audience and is circulated trough Mass Media Channels.

For a message to be communicated well, it is necessary that the message be designed in a manner that has clarity, brevity and presentability. Precision in the content does matter. Especially when it comes to Traditional Mass Media like, Radio, Television, Newspaper, books and Magazines. Although, one can add that Media Messages that are produced and displayed on New Media have broken these norms.

The print and electronic medium or for that matter the new media, have different formats for sending across the messages to people. While, newspapers, focussed on news reports, features and information; Books carried fiction, biographies, autobiographies, educational messages, etc. The Radio and Television provided their own formats of entertainment. The New media has opened a totally new concept of sending across mass mediated messages.

The radio catered to sending across messages that included audio entertainment through Music, interviews and also community development programmes on community radios. Radio channels also continue to persuade and promote different advertisements as these garner revenues for the Radio Channel. There are varied kinds of messages that come across on a radio channel. Often Radio Jockeys, through their narrative and their jokes in a subtle manner communicate messages that can range from simple jokes, to motivational stories, encouraging people for a cause, cajoling people to use a product or supporting a noble cause too. The messages vary. There have been times when a Radio has also been used in some countries and places for causing harm and spreading hatred towards others.

The Television is a massive media channel with huge Media institutions channelizing multiple media messages to a massive audience. These messages are reproduced in a highly professional manner with the use of technology. Television has often been used to persuade and propagate messages to audiences. Being an audio- visual medium its impact is considered as wider and greater that other mediums.

Television provides messages that informs, persuades and entertains. There are talk shows, documentaries, news reports, tele-serials, debates, educational channels, etc. It is a known factor that Hitler used Documentaries is a massive way to propagate his ideas to his people. Encyclopaedia Britannica defines propaganda as “manipulation of information to influence public opinion” (Britannica Concise Encyclopaedia).  Films, Serials, Videos and documentaries have often been used for persuasion and propaganda by many countries to channelise and create an impact on people’s minds. The persuasion could be to adapt to new practices, to convince people to buy a product or support a cause or as simple as manipulating information to give a positive image about a political party to garner votes.

Marshall Soules says in his book ‘ Media , Persuasion and Propoganda,’ ‘When a persuasive message is designed to benefit only the sender, it moves toward propaganda or coercion. Propaganda involves ‘systematic and deliberate attempts to sway mass public opinion in favour of the objectives of the institutions (usually state or corporate) sending the propaganda message’ (Snow [1998] 2010: 66).

Not all messages are necessarily for propaganda and persuasion. The arrival of New media and the concept of putting up messages and data on social networking forums has also led to several studies that have shown that certain messages also influence youth behaviour. New Media has provided a platform to individuals who load content onto social networking forums. It is these videos that have ended up going ‘Viral’ or popular on social networking forums bringing these individuals to limelight. Messages are basically uploaded to showcase one’s talent or as entertainment. There are others who upload information that are to be consumed by particular group members or family members only. And are basically family get together events, pictures or information. However, there are several websites that have been launched by individuals that provide hard core news and research, talented musicians and songsters and filmmakers today upload content for promotion and generating revenue of Social networking forums like YouTube.

It is a known factor that Firms, Companies, Corporations, Governments and political campaigns, Non- profit organizations, and even other Influential citizens like actors rely on both new and old media to create messages and ideas and disseminate them to the general public. In today’s world, the entire concept of Advertising, marketing, Branding and Public relations relies on Mass Media channels to promulgate messages that are profitable to the Firms, Educational institutes, Companies, Corporations, Governments, Political Parties, Non- profit organizations, Small time Businesses, etc.

Mass Communication, Features, Characteristics, Elements and Functions

Mass Communication

The concept of Mass Communication entails the transmission of messages to a large number of assorted, heterogenous people who are anonymous using technological tools called mass media. The recipients or receivers of the messages delivered through the process of Mass communication are also called the Audience.

The word ‘Mass’ in this context of Mass Communication studies would mean a large number of people who are heterogenous, assorted and anonymous in nature.

‘Large’ here would mean a relatively big audience or people who are many in number. However, it does not include everyone. People have their own choices in the consumption of Mass mediated messages.

‘Assorted’ here would mean a varied lot. Mass Media Channels have a huge audience but they are often assorted and spread out. They need not always be accumulated in the same place. The audience for a particular Media channel can differ not just from place to place but even in the precincts of a house. For instance, the children in the house may only prefer to watch cartoons on a particular channel, however, the parents may want to watch news, sports or any other tele-serial. The audience is scattered. Children in different homes from all across India may be watching a particular cartoon. Due to satellite Technology, this serial could even have an audience across countries. They may or may not be from a particular geographical context. They are assorted and from different places. However, for a Mass Media channel like a Community Radio, the audience is normally a particular community of people to whom the channel caters.

 ‘Heterogeneous’ here would mean that the audience includes different types of people. A Mass Media channel may have viewers from rich or poor backgrounds, educated or uneducated based on the content, it could be youth or adults, bureaucrats or ordinary middle- class family members. 

‘Anonymous’ would mean that the audience is nameless and unspecified.  While analysis can predict the number of hits a channel gets or the popularity a particular serial or book garners, once cannot identify the specific characteristic of every individual audience member. You may identify the place in which your audience exists but you will not be able to identify the person by his or her name. The Audience is Anonymous.

Keval Kumar: The process of delivering information, ideas and attitudes to a sizeable, diversified audience through use of media designed for that purpose is called Mass Communication.

C.V Nasimha Reddi: Mass Communication can be defined as ‘a process whereby mass produced messages are transmitted to large, anonymous and heterogenous masses of receivers’. By ‘mass produced’ we mean putting the content or message of mass communication in a form suitable to be distributed to large masses of people.

Littlejohn and Foss: The process whereby media organizations produce and transmit messages to large publics and the process by which those messages are sought, used, understood, and influenced by audience”.

McQuail: “The only one of the processes of communication operating at the society-wide level, readily identified by its institutional characteristics.”

Berger: Mass communication is the public transfer of messages through media or technology-driven channels to a large number of recipients from an entity, usually involving some type of cost or fee (advertising) for the user. “The sender often is a person in some large media organization, the messages are public, and the audience tends to be large and varied”

Tim O Sullivan, Hartley, Saunders and Fiske, (1983): Mass Communication is the practice and product of providing leisure entertainment and information to an unknown audience by means of corporately financed, industrially produced, stage regulated, high technology, privately consumed commodities in the modern print, screen, audio and broadcast media

Thompson (1995): Mass communication is the “institutionalized production and generalized diffusion of symbolic goods via the fixation and transmission of information or symbolic content”.

PLEASE NOTE THAT SOME OF THESE DEFINITIONS WERE WRITTEN PRIOR TO THE DEVELOPMENT OF NEW MEDIA AND DIGITAL TECHNOLOGY. SO, IT DOES NOT INCLUDE THE CONCEPT OF MASS COMMUNICATION THAT HAS ARISEN POST ARRIVAL OF THE INTERNET, CELL PHONES, CD ROM GAMES AND OTHER SOCIAL NETWORKING FORUMS AND OTT PLATFORMS.

Rowland Lorimer in his article title Mass Communication- redefinitional notes writes a very apt definition for Mass Communication. He does not confine Mass Communication to a single definition. Rather, he explains and includes the old and new forms of Mass Mediums in his concept of Mass Communication. He says:

Mass Communication is state- and interstate- organised transmission of intelligence, including -

(1) Centralised Mass information or entertainment dissemination (encompassing radio, television, newspapers, film magazines, books, recorded and performed Music and Advertising) (Lorimer)

(2) Decentralised information or entertainment dissemination: On the World Wide Web by individuals or organisations either through ready to access to, or wide distribution of information or entertainment products through sometimes state regulated, publicly accessible channels like the web or email. (Lorimer)

(3) Public Mass Communication- Wherein the exchange of intelligence at the societal level among individuals or small or large groups is by means of publicly accessible, sometimes state- regulated channels. (Lorimer)

Mass Communication thus includes:

·       Print Media- Newspapers, books, Magazines, Journals, Brochures, Pamphlets,

Newsletters, documents, etc.

·       Electronic Media- Radio, Television, Fax, Movies/ Cinema, Audio-visuals, etc

·    New Media- Cell phones, Smart Phones, world wide web, Internet, Social Networking Forums, OTT ( Over the Top Content) etc

Mass Communication is possible only in the presence of Technology. In many remote corners of India or in the world at large where there is no permeation of electricity, leave alone technology, Mass Communication cannot happen. Even in case of Mass Communication, many countries have bans on certain channels and only certain state permitted content can be shown or is shown. However, for those who have access to it Mass communication has made communication easier and simpler for ordinary individuals, in spite of a complex organisation behind the scenes.

Some Characteristics or Features of 

Mass Communication

Communication scholars have suggested various characteristics of Mass Communication. We look at some of them in this chapter.

Dutton et al (1998) suggests that Mass Communicaton has a number of characteristics that sets it apart from other types of communication:

• Impersonal: The sender of the message does not know the receivers
• Lacking in immediacy: the audience has no involvement in the production of a media message
• One way: from the producer/creator to the consumer/audience
• Physically and technologically distant: everyone receives the same intended message
• Organised: It requires a vehicle, such as a television receiver, printed page or internet connection, which allows a message to be sent or received (Livesey, 2014)

Along with the above mentioned characteristics of Dutton, we also take a look at the other characteristics that define Mass Communication.

 Mass Audience: Large and scattered, Anonymous and Heterogenous Mass Audience.

It is Public: The communication reaches to a huge mass which is unknown and is available for public consumption.

Impersonal: The sender of the message does not know the receivers Dutton et al (1998). However, what they do know is the area from which a particular programme gets more hits due to high definition technological advancement in today's world. This leads them to gain knowledge about their target audience, the place and the culture and the advertisements that can be slotted for the same.

Feedback in Mass Communication can be One Way or Two way depending on the choice of Media.

v  One-way Communication in most Traditional electronic media with an occasional delayed feedback.

v  Two-way Communication in New Media with instant feedback in many cases. Today a small video posted on social networking forums or by huge media houses on their web forums can garner immediate feedback and response on social networking forums such as YouTube, Facebook, Twitter or Instagram. It could become popular or create a huge ruckus based on its content.

    Mass Mediated: Use of Technological devices which may be mechanical, technical, electronic or Digital. (Printing Machines, Television, Radio, etc)
   

     Speed/ Rapid Dissemination to a huge Mass Audience. Mass media permits the content delivery in the fraction of a second due to the massive technology employed. E.g. A football world cup final, A Grand Slam or a Cricket match final is watched by billions across the world at the same time.

    Varied Content: Mass Audiences have a huge availability of varied content to choose from. For instance, there are a huge number of Television channels or Radio FM channels for an individual to choose from. The same goes for the large amount of content on forums like YouTube or OTT content like Netflix, Amazon Prime, Hotstar, AltBalaji, JioCinema, etc.

    Gate Keeping of content: Gate-keeping is the filtering of messages before release of content by Media houses or individuals in some cases of New Media. So, whether in a newspaper, or a news channel, news arrives through various sources. This news is filtered or controlled at different levels by reporters, journalists, sub editors, news editors, editors and the channel owners. Only certain content is allowed to be published while other content is discarded or not given paramount importance. This process is called Gate-keeping.

     Persuasive in Nature: Mass Mediated messages can Influence society and are in turn influenced by Society. A large amount of content is produced in a manner that facilitates advertisement revenue. Advertisement is persuasive in nature. State Governments too have often used Mass Media to encourage cleanliness drives, vaccination drives and other health-related habits on Television and Radio.

     Target Audience: Concept of a Target Audience influences Mass Communication due to the growing demand of study on Audience Research and its impact. For instance: If a particular channel is showing a popular serial than this is placed in a prime- time slot which targets the required audience and garners huge Ad Revenue due to multiple TRP ratings.

Complex: The traditional form of Media and New media to a certain extent is Complex in nature. It involves a largely industrialized and complex technology involving satellites, digital networks, management structures, marketing chains, advertisement revenues, etc.

Elements of Mass Communication

SUMMARY OF MASS COMMUNICATION PROCESS THAT ENTAILS THE ELEMENTS:

v  According to the traditional concept, mass communication is a component system made up of Senders (these could be content writers, media channels, authors, reporters, producers or agencies) who diffuse or transmit messages or content  (the book content, news, news reports, features, audio-visuals, images, music or advertisements, games, serials, movies) through mass media channels (newspapers, books, journals, films, magazines, radio, television, Internet, Smartphones) to a large group of receivers (readers, viewers, citizens or consumers). The content is disseminated through the process of gate-keeping (done by Media houses, channel owners, producers, editors, or media managers) with a chance for feedback (letters to editors, phone calls to news reporters, web-site postings or as audience members of talk shows or television discussions). The effect of the Mass communication process can be seen through the formation of public opinion, acceptance of certain cultural values or traits shown on television, or particular habits as suggested by Ad Campaigns, or in today’s generation through the feedback received on the Social Networking forums of the World wide web and the internet. The Noise could be technical snags, failure of electricity or connectivity, semantic noise, channel noise, etc.

ELEMENTS OF MASS COMMUNICATION

·        Source– The Source or sender of the message in Mass Communication mostly represents the organization/ Channel/ Publisher/ Production house, etc where the content is prepared. The source or the sender belongs to a professional media institution or is in media communication. The source creates carried content depending on the nature of the Channel or Channels the media house wishes to use to transmit the message. (For instance a movie can be shown on a cinema screen as well as on TV channels, story narrated on Radio channels or displayed on OTT content like Netflix, Amazon prime, Hotspot, etc.) The source creates the content and encodes the message or content keeping all elements in mind.

However, with the arrival of New Media, Individual senders have jumped in creating content on Social networking forums, changing the way Mass communication has been looked at for ages. Thus, a singer or a doctor or a cook may use the mass communication media himself for propagating a song, a medication or a recipe. 

·       Message- A message in mass communication could be any content created by the source which needs to be reproduced or transmitted through the media. The message can be a pep talk, an interview, a news debate, a news report, a TV serial, a movie, a documentary, a song, an advertisement, a story in case of a book, film songs on a radio, etc. In case of newspapers, the message is a report, an article, a feature, etc.

·      Channel- The term channel in this case are the tools used for Mass Communication. Hence, Channels in Mass Communication indicate Mass media. Traditional mass media like radio, television; newspapers, books, brochures, spread the message with enormous speed far and wide. Today, New Media has revolutionised the speed in which a message can be sent across boundaries of not just villages or states, but countries. Information seems to be diffusing faster through technological advancement of mass media tools and are available easily for the usage of most people. Channels of mass communication include:

v  Print Media- Newspapers, books, Magazines, Journals, Brochures, Pamphlets,

          Newsletters, documents, etc.

v  Electronic Media- Radio, Television, Fax, Movies/ Cinema, Audio-visuals, etc

v  New Media- Cell phones, Smart Phones, world wide web, Internet, Social

                        Networking Forums, OTT ( Over the Top Content) etc

However, it is important to note that traditional media also includes folk media or folk communication methods that have prevailed for centuries. These include folk dance, drama, folk songs and so on which are performed on stages, platforms or street corners in different villages or cities.

·      Receiver – Mass communication is the transmission of the message to a large number of recipients. This mass of receivers, are often called as mass audience.  The Mass audience is large, heterogenous and anonymous in nature. The receivers are scattered across a given village, state or country. The receiver decodes the encoded content based on his or her psycho-social and cultural background, taste and capacity of interpretation.

·        Feedback- Feedback in Mass Communication can be One Way or Two way depending on the choice of Media.

v  One-way Communication occurs in most Traditional electronic media with an occasional delayed feedback. There is a lack of immediacy here.

v  Two-way Communication in New Media with instant feedback in many cases. Today a small video posted on social networking forums or by huge media houses on their web forums can garner immediate feedback and response on social networking forums such as YouTube, Facebook, Twitter or Instagram. It may not be as instant as inter-personal communication, however, unlike yester years, today feedback is not as delayed as in the case of Traditional Mass Media like printed newspapers, television or radio. An article on a web newspaper can receive praise or flak as soon as its recipients receive the message and choose to comments , share like or dislike the same.

·       Gate keeping- Gate-keeping is the filtering of messages before release of content by Media houses or individuals in some cases of New Media. So, whether in a newspaper, or a news channel, news arrives through various sources. This news is filtered or controlled at different levels by reporters, journalists, sub editors, news editors, editors and the channel owners. Only certain content is allowed to be published while other content is discarded or not given paramount importance. This process is called Gatekeeping.

·        Noise- In mass Communication noise is any disturbance that occurs within transmission aspects of the mass mediated technology used. For instance-

v  In print media, noise will be spelling errors, omitted words or lines or misprinting.

v  In Electronic Media, any mechanical failure can hamper the message from reaching the audience.

v  In new media, network or connectivity issues, internet failure, etc can create noise.

Semantic noise can also occur in today’s mass communication arena, given the fact the technology has grown leaps and bounds. Satellite technology and digital content can be relayed across the world. This can lead to semantic noise which will include socio- cultural barriers, contextual barriers, language barriers, difference in education level, socio-economic status, etc. A person from an atheistic background could interpret a channel showing the religious cultural practices of another country in a biased manner. Food habits of one nation or village could be interpreted in a biased way by another nation or village with a totally different food culture.

Functions of Mass Communication

Mass Communication is not just for a solitary purpose of passing on information. Mass Communication has always been used for carried purposes. The functions of Mass Communications are many and these play an important role in the lives of the Mass media audiences.

Information: One of the primary function of Mass Communication is to pass on information. The print, electronic and New media are tools which are immensely used to inform people. This information can vary from news reports, to warning about a health or environmental hazard, or about events happening in and around the world, etc. For instance- local radio stations, local newspapers and local TV stations are extremely important to the resident people of that area as it carries a great deal of information about their own locality. Mass communication has made it possible.

Transmission: The information activity of Mass communication is carried forward through the process of transmission. Mass media is also a tool that enables the transmission of values, cultural traits, cultural norms and habits. It is a known phenomenon that Mass Media also promulgates concepts of food, fashion, cuisines, etc.

Entertainment: Mass media is one of the major contributors to entertainment. Mass media provides entertainment in the form of music, music videos, films, songs, comedy, satire, tele-serials, gaming, etc. New Media has become a huge platform for providing entertainment through its Online gaming, free game and other social networking forums like YouTube, Facebook, WhatsApp, Instagram, etc.

Edutainment: The word ‘infotainment’ is a portmanteau of two words, namely education and Entertainment. There are numerous games, videos and films that do not just entertain people but also provide education on various themes. For instance, a person with a smartphone can access varied games that are educative in nature. They may vary from learning A, B, C for children to science topics. The concept provides education with an element of fun.

Infotainment: The word ‘infotainment’ is a portmanteau of two words, namely information and Entertainment. The word arose from the fact that media outlets began promoting hard news and facts in an entertaining ‘soft news’ format for people’s consumption. This was seen through animated news stories, human interest stories, other entertaining interviews, etc becoming as element of ‘Hard’ News- Information media.

Surveillance: Mass media serves as a tool that acts as an observer or a scrutiniser while garnering information. The surveillance activity for which Mass media is used gathers information, records incidents, events and knowledge of any situation or place. This is then transmitted to all Mass media consumers through different tools.  

Sensationalisation: with the rising demand for Mass Audiences, Media began sensationalising news in order to garner more TRP ratings which garner advertisement revenue. (Television Rating Point (TRP) is a tool used to judge which programmes are viewed the most.) Often news is shown in a sensational way with striking headlines as ‘Breaking News’ to grab TRPs. At times, a small mishap in the lives of actors is sensationalised in a massive way on Television and New media.

Mobilization: There are times when a particular issue requires attention or organising for help. In such cases, Mass Media has been used phenomenally to mobilize people. For example, during the Kerala floods, Mass Media was used to conscientize people and seek help for building the state of Kerala. The same happens in case of tsunamis, earthquakes, wars and refugee crisis. In the words of McQuail, ‘Mass communication functions to mobilize people during times of crisis.’ (McQuail, 1994).

Persuasion and Propaganda: Mass Media has always been historically used to persuade people. Persuasion seeks to change attitudes, values, beliefs and behaviors, with mutual needs being met.(O’Reilly and Tennant, 2010) Propaganda involves ‘systematic and deliberate attempts to sway mass public opinion in favour of the objectives of the institutions (usually state or corporate) sending the propaganda message’ (Snow, 2010).

Schwartz (1974) describes persuasion as striking a ‘responsive chord’ when the message does not tell the audience what to think or feel, but instead triggers a thought, feeling or memory associated with the pitch. (Marshall Soules, 2015)  For instance, advertisements are forms of persuasion and often invoke feelings to lead the person to identify with the advertisement and simultaneously with the product.

Ellul, (1973) says that propaganda attempts to ‘take hold of the entire person’, with an ‘organised myth’ acting as an anchoring belief. ‘Through the myth it creates, propaganda imposes a complete range of intuitive knowledge, susceptible of only one interpretation’. (Marshall Soules, 2015) For instance, Hitler used Mass media and Documentary making in a massive way to propagate his ideology.

Diversion: In today’s era, most people access multiple forms of entertainment on one or the other mass media. Often it is used as a means to divert one’s mind. For instance, if a person wants to take a break from studies or heavy work, the person may watch a movie, use a social networking forum, watch YouTube or do Online gaming. These are ways and means which an individual use at times to divert one’s mind. Thus, Mass Communication performs this function of Diversion.

Connectivity: Mass Media, especially new media has led to a massive growth in connectivity. Social networking forums have led to people bonding and relating as well as connecting with each other. Emails, Phone calls and Video Calls online as well as offline, web chatting, networking has become instant and has led to people connecting easily across boundaries of village, state and country. Although this communication also depends on the government policies of communication. However, connectivity has grown in leaps and bonds.

Bonding: Due to connectivity and technological enhancement and the arrival of the social networking forum, people tend to bond with friends, colleagues, family and strangers. Mass Media, especially new media has been used to get together, bond, relate and come together on different platforms for varied causes.

Instructions and Warning: Mass Communication is used to instruct people. Often, when there is a health Hazard or a major catastrophe awaiting a country, Government often uses Mass Communication to instruct people. The Government also sends out a warning in case of emergencies, cyclones and bad weather through Mass media like Radio, television and News reports on the Internet and by print. In India, the Government has also used Billboards, brochures and Hoardings in many villages to instruct or warn people.

Functions of Mass Communication

Functions of Mass Communication

Mass Communication is not just for a solitary purpose of passing on information. Mass Communication has always been used for carried purposes. The functions of Mass Communications are many and these play an important role in the lives of the Mass media audiences.

Information: One of the primary function of Mass Communication is to pass on information. The print, electronic and New media are tools which are immensely used to inform people. This information can vary from news reports, to warning about a health or environmental hazard, or about events happening in and around the world, etc. For instance- local radio stations, local newspapers and local TV stations are extremely important to the resident people of that area as it carries a great deal of information about their own locality. Mass communication has made it possible.

Transmission: The information activity of Mass communication is carried forward through the process of transmission. Mass media is also a tool that enables the transmission of values, cultural traits, cultural norms and habits. It is a known phenomenon that Mass Media also promulgates concepts of food, fashion, cuisines, etc.

Entertainment: Mass media is one of the major contributors to entertainment. Mass media provides entertainment in the form of music, music videos, films, songs, comedy, satire, tele-serials, gaming, etc. New Media has become a huge platform for providing entertainment through its Online gaming, free game and other social networking forums like YouTube, Facebook, WhatsApp, Instagram, etc.

Edutainment: The word ‘infotainment’ is a portmanteau of two words, namely education and Entertainment. There are numerous games, videos and films that do not just entertain people but also provide education on various themes. For instance, a person with a smartphone can access varied games that are educative in nature. They may vary from learning A, B, C for children to science topics. The concept provides education with an element of fun.

Infotainment: The word ‘infotainment’ is a portmanteau of two words, namely information and Entertainment. The word arose from the fact that media outlets began promoting hard news and facts in an entertaining ‘soft news’ format for people’s consumption. This was seen through animated news stories, human interest stories, other entertaining interviews, etc becoming as element of ‘Hard’ News- Information media.

Surveillance: Mass media serves as a tool that acts as an observer or a scrutiniser while garnering information. The surveillance activity for which Mass media is used gathers information, records incidents, events and knowledge of any situation or place. This is then transmitted to all Mass media consumers through different tools.  

Sensationalisation: with the rising demand for Mass Audiences, Media began sensationalising news in order to garner more TRP ratings which garner advertisement revenue. (Television Rating Point (TRP) is a tool used to judge which programmes are viewed the most.) Often news is shown in a sensational way with striking headlines as ‘Breaking News’ to grab TRPs. At times, a small mishap in the lives of actors is sensationalised in a massive way on Television and New media.

Mobilization: There are times when a particular issue requires attention or organising for help. In such cases, Mass Media has been used phenomenally to mobilise people. For example, during the Kerala floods, Mass Media was used to conscientize people and seek help for building the state of Kerala. The same happens in case of tsunamis, earthquakes, wars and refugee crisis. In the words of McQuail, ‘Mass communication functions to mobilize people during times of crisis.’ (McQuail, 1994).

Pursuasion and Propoganda: Mass Media has always been historically used to persuade people. Persuasion seeks to change attitudes, values, beliefs and behaviours, with mutual needs being met.(O’Reilly and Tennant, 2010) Propaganda involves ‘systematic and deliberate attempts to sway mass public opinion in favour of the objectives of the institutions (usually state or corporate) sending the propaganda message’ (Snow, 2010).

Schwartz (1974) describes persuasion as striking a ‘responsive chord’ when the message does not tell the audience what to think or feel, but instead triggers a thought, feeling or memory associated with the pitch. (Marshall Soules, 2015)  For instance, advertisements are forms of persuasion and often invoke feelings to lead the person to identify with the advertisement and simultaneously with the product.

Ellul, (1973) says that propaganda attempts to ‘take hold of the entire person’, with an ‘organised myth’ acting as an anchoring belief. ‘Through the myth it creates, propaganda imposes a complete range of intuitive knowledge, susceptible of only one interpretation’. (Marshall Soules, 2015) For instance, Hitler used Mass media and Documentary making in a massive way to propogate his ideology.

Diversion: In today’s era, most people access multiple forms of entertainment on one or the other mass media. Often it is used as a means to divert one’s mind. For instance, if a person wants to take a break from studies or heavy work, the person may watch a movie, use a social networking forum, watch YouTube or do Online gaming. These are ways and means which an individual use at times to divert one’s mind. Thus, Mass Communication performs this function of Diversion.

Connectivity: Mass Media, especially new media has led to a massive growth in connectivity. Social networking forums have led to people bonding and relating as well as connecting with each other. Emails, Phone calls and Video Calls online as well as offline, Web chatting, Networking has become instant and has led to people connecting easily across boundaries of village, state and country. Although this communication also depends on the government policies of communication. However, connectivity has grown in leaps and bonds.

Bonding: Due to connectivity and technological enhancement and the arrival of the social networking forum, people tend to bond with friends, colleagues, family and strangers. Mass Media, especially new media has been used to get together, bond, relate and come together on different platforms for varied causes.

Instructions and Warning: Mass Communication is used to instruct people. Often, when there is a health Hazard or a major catastrophe awaiting a country, Government often uses Mass Communication to instruct people. The Government also sends out a warning in case of emergencies, cyclones and bad weather through Mass media like Radio, television and News reports on the Internet and by print. In India, the Government has also used Billboards, brochures and Hoardings in many villages to instruct or warn people.

Mass Media Audience

Mass Media Audience

While, we can follow a particular set of definitions based on earlier studies, I would like to remind my students that Digital Media has drastically changed the face of Communication and certain definitions from older text books may not include elements that define the Audiences of New Media and Digitised content. So, here is a simple attempt to give you both the old and new.

The concept of Mass Communication entails the transmission of messages to a large number of assorted, heterogenous people who are anonymous. These recipients or receivers of the messages delivered through the process of Mass communication are also called the Audience.

The term Mass Media Audience is often identified by the choice of Media made by the Audience. For instance the Audience of a ‘Newspaper’ includes the readers of a Newspaper; the audience of a particular Author or a series of books like Harry Potter, are its readers from all across the world; the audience of an FM channel on Radio or a given Radio Station are its listeners who regularly tune into the channel; The audience of a given Television Channel or a News Channel are those who watch the particular channel or serial from all across the world; the same applies in todays context for OTT content (Over the Top Content) like Netflix and Amazon Prime, Hotstar, etc which are accessible on your mobiles or your laptops, etc. The audience downloads these apps for a price and starts watching programmes, movies or series of serials which are available for them on these applications.

McQuail defines a Mass Media Audience in a very elaborate manner. He says, “An audience can thus be defined in different and overlapping ways: by place (as in the case of local media); by people ( as when a medium is characterised by an appeal to a certain age group, gender, political belief or income strategy); by the particular type of medium or channel involved (technology and organisation combined); by the content of its messages (genres, subject matter, styles); by time ( as when one speaks of the ‘daytime’ or ‘primetime’ audience, or an audience that is fleeting and short term compared with one that endures).” McQuail’s Mass communication theory, 4th edition, Sage Publications

The Mass Media Audience is often characterised by the term Mass which enumerates how a Mass Audience is. The term Mass can be identified here as a large number of people who are heterogenous, assorted and anonymous in nature.

‘Large’ here would mean a relatively big audience or people who are many in number. However, it does not include everyone. People have their own choices in the consumption of Mass mediated messages. The Mass Media audience could be a small community with a thousand listeners or a large audience with billions glued to watching the Football World Cup finals.

‘Assorted’ here would mean a varied lot. Mass Media Channels have a huge audience but they are often assorted and spread out. They need not always be accumulated in the same place. The audience for a particular Media channel can differ not just from place to place but even in the precincts of a house. For instance, the children in the house may only prefer to watch cartoons on a particular channel, however, the parents may want to watch news, sports or any other tele-serial. The audience is scattered. Children in different homes from all across India may be watching a particular cartoon. Due to satellite Technology, this serial could even have an audience across countries. They may or may not be from a particular geographical context. They are assorted and from different places. However, for a Mass Media channel like a Community Radio, the audience is normally a particular community of people to whom the channel caters.

As Marco Dohle (2008) writes on the topic ‘Audience’ in the book, ‘The international Encyclopedia of Communication- Vol 1’ - Contrary to the traditional Audience, the mass media Audience is not assembled where the received contents take place or are produced. The audience of Mass media is dispersed: as a general rule, the individual audience members are spatially separated from each other or, at the most, assembled only in small groups (Co- viewing). The members of an audience do not know or see each other; they do not communicate with each other either. However, they are aware that they are not the only recipients of mass media content, but that co- audience exists.

‘Heterogeneous’ here would mean that the audience includes different types of people. A Mass Media channel may have viewers from rich or poor backgrounds, educated or uneducated based on the content, it could be youth or adults, bureaucrats or ordinary middle- class family members. 

‘Anonymous’ would mean that the audience is nameless and unspecified.  While analysis can predict the number of hits a channel gets or the popularity a particular serial or book garners, once cannot identify the specific characteristic of every individual audience member. You may identify the place in which your audience exists but you will not be able to identify the person by his or her name. The Audience is Anonymous.

However, in some cases, in todays digital arena where the Mobiles have people’s identity registered, it is easier to recognise the Audience from the details fed into the App.

Another factor that accompanies the Mass Media Audience member is the fact that a particular Mass Media Consumer can be part of the News Paper audience, an avid book reader, and a particular tele-serial follower at the same time. Which means such a person categorises as an audience for a newspaper as much as he or she categorises as a book reader or a Particular tele serial audience.

Mass Media Audience and the Social Context

The Social Context also plays an important role in defining some of the Audiences. Particular serials in particular languages or dialects or cultures are often aimed at a particular audience. McQuail says, “Actual audiences were shown to consist of many overlapping networks of social relations based on locality and common interests, and the mass media were incorporated into these networks in different ways. Many Media operate in local environments and are embedded in local cultures. Since most people make their own media choices freely, they do not feel manipulated by remote powers.”

The audience may be large and assorted, but may follow similar cultural contexts. For instance, some serials that are popular in the Hindi language in India are often dubbed in other languages for people’s consumption across India. And these have a varied Indian Audience who just the same identify with the Indian culture and its practices and context.

As McQuail says, “Audiences are both a product of social context, (which leads to shared cultural interests. Understandings and information needs) and a response to a particular pattern of media provision. Often, they are both at the same time, as when a medium sets out to appeal to the members of a social category or the residents of a certain place. Media use also reflects broader patterns of time use, availability, lifestyle and everyday routines”. McQuail’s Mass communication theory, 4th edition, Sage Publications

A Targeted ‘Mass Media Audience’

Another important factor, that one should remember is that Mass Media Content is often made keeping in mind a target audience. For instance, Harry Porter series was a huge craze among children and teens. Cartoons like Mickey Mouse or Duck tales are meant for Kids. In case of Mass Media like Television or Radio, we need to understand that Tele- serials are made keeping in mind the Audience of the place the serial is aired. Or the Music aired on particular Radio Channels are aimed at particular audiences. 

Audience as Market

The Audience and its receptivity of a particular Media product decides the fate of that product. Thus, before producing a product or making a product for general consumption of the people, a lot of hard work and Money is spent on Target Analysis and ‘Audience Research’. Secondly, if a particular Media product has a huge audience, the Advertisement revenue garnered for this serial is also big. Which would mean, the audience is actually compelled to see a particular Advertisement, due to the popularity of the serial. We are prospective consumers being doled out to an Advertisement company for the sale of their products.

Keval J. Kumar (2010) in his book ‘Mass Communication in India’ says, “The primary objective of market research is to provide advertisers and advertising agencies with quantitative data about the access and exposure of selected (segmented) audiences to the various mass media or to their various components. Armed with such ‘reliable’ data (believed to be ‘scientifically’ collected), advertisers can ‘slot’ their advertising spots in newspapers or magazines with the highest readership among audiences that have a good purchasing power (often termed ‘target audience’) or on the radio or TV programmes which have the highest rating or even on websites, search engines, blogs and social networks hat have the highest number of ‘page-views’, ‘hits’ or ‘click throughs’.”

McQuail puts it rightly in his book ‘Mass communication theory,’ “In an innovative and sophisticated move, the Canadian Dallas Smythe gave birth to the theory that audiences actually work for advertisers (thus for their ultimate oppressors). They do so by giving their free time to watch media, which labour is then sold by the media to advertisers as a new kind of; commodity.’ The whole system of commercial television and the press rests on this extraction of surplus value from an economically exploited Audience. The same audience has to pay yet again for its media, by way of the extra cost added to the advertised goods.”

Growth in the definition of the concept Mass media ‘Audience’

Thus, Mass Media Audience which was once relegated to town halls, theaters, stages and forums of rhetoric in different parts of the world has today become a diversified concept. In India too, this concept has existed over a period of centuries, where there has been preaching and talk, dance and folk dance performances, folk lore and folk art have drawn mass audiences in a time when Mass communication using mass media did not exist.

The concept of Audience was initially considered to be those who entered a hall to hear a talk or watch a Live performance, etc. It was with the arrival of the Mass Media, especially the Printing press, the radio and the television in the second half of the nineteenth and the early twentieth century, that the concept of a Mass Media Audience began getting defined. 

In the words of McQuail (1997), one can’t speak of a “Mass media audience” before the circulation of printed- books and their use by a reading public at the end of the sixteenth century.

In the twenty-first century, the concept of Audiences has gone through a drastic change. Digitised content, the internet and the world wide web, has led to the Audience no more remaining passive in their behavior. The mediatisation of daily life where, people are buying, reading, shopping, banking, and interacting online has transformed the concept of Audience and its feedback. Audiences are responding, giving feedbacks, and are reciprocating to Mass Media content. The ‘Online’ world is virtual, large and perhaps unidentifiable but none the less, it is for real.

The social networking forums where Media content gets displayed has active audience interactions. Audiences comment, are free to like or dislike and state their grievances on different forums. While there may be blocks, today’s audience finds its own way of sending its message loud and clear. The advertisers too are making drastic move towards online audiences with the huge increase in the number of people who are active online. 

I suggest students to read McQuail’s book, ‘Mass Communication theory’, for detailed explanation and a very good foundation for communication studies. For Indian Students, Keval J Kumar’s book ‘Mass communication in India’ makes for excellent reading material.