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.
Well explained! You did start with very basic and including the most of the things related to mass communication.
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