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Source : http://www.slideshare.net/Ogliviy and Marther Public Relation

Role of Indian Mass Media In Mass Communication

  • Main task of mass communication in India is to spread information up to the maximum limit. India is still not that much technical sound that other countries are.
  • In India there are so many person are illiterate so one of the role is to give primary education.
  • In India mass communication in the field of audio visual has to play a very big role.
  • A very important work of mass communication is to provide entertainment with use if mass media.
  • There are so many tribal communities in India, and Indian people are not aware of it. So it is the work in the field if mass communication to promote the culture of these community with Indian culture.
  • Thus, mass communication is a very big term these were the some of the basics of it. But still it has to play a very big role in Indian society.
  • In India communication has a historical background but now is the time to spread that background to mass with the use of mass media like T.V., radio, films, news and etc, there are so many other mass communication tools to be found and used in proper term.
  • But in very simple term if we want to say than mass communication is any kind of communication with the help of technological tool to the large audience. And its main function is to spread information to mass. Its main limitation is that the feedback speed is very slow and sometimes due to it becomes one way communication though its two way.

Characteristics of Mass Communication

Five characteristics of mass communication have been identified by Cambridge University’s John Thompson.

Firstly, it “comprises both technical and institutional methods of production and distribution”. This is evident throughout the history of the media, from print to the Internet, each suitable for commercial utility.

Secondly, it involves the “COM modification of symbolic forms” as the production of materials relies on its ability to manufacture and sell large quantities of the work. Just as radio stations rely on its time sold to advertisements, newspapers rely for the same reasons on its space.

Mass communication’s third characteristic is the “separate contexts between the production and reception of information”, while the fourth is in its “reach to those ‘far removed’ in time and space, in comparison to the producers”.

Mass communication, which involves “information distribution”. This is a “one to many” form of communication, whereby products are mass produced and disseminated to a great quantity of audiences.

Mass Communication is the term used to describe the academic study of various means by which individuals and entities relay information to large segments of the population all at once through mass media.

In the United States, many university journalism departments evolved into schools or colleges of mass communication or “journalism and mass communication,” as reflected in the names of two major academic organizations. In addition to studying practical skills of journalism, public relations or advertising, students also may major in “mass communication” or “mass communication research.”

The latter is often the title given to doctoral studies in such schools, whether the focus of the student’s research is journalism practice, history, law or media effects. Departmental structures within such colleges may separate research and instruction in professional or technical aspects of newspaper and magazine publishing, radio, television, and film. Mass communication research includes media institutions and processes, such as diffusion of information, and media effects, such as persuasion or manipulation of public opinion.

With the Internet’s increased role in delivering news and information, mass communication studies — and media organizations — have increasingly focused on the convergence of publishing, broadcasting and digital communication.



Introduction:

Out of the realm of interpersonal communication exist from of communication which involves communication with mass audience and that’s why it is called mass communication, and the channel through which this kind of communications take place is called mass communication. Both mass communication and mass media are generally considered same for the sake of convenience. Mass communication is unique and different from other types of communication.

So in very simple term definition of mass communication is,

“Any mechanical device that multiplies message and it takes to large number

of people simultaneously is called mass communication.”

The media through which massage been transmitted includes T.V., Radio, newspaper, magazines, films, records, taps, video cassette etc. and require large organization devise to put across the message.

Looking at the definition, it is clear that mass communication is a special kind of communication in which the nature of the audience and the feedback is different from that of interpersonal communication.

As per the definition there two most important component of mass communication and they are,

1. Audience:

Whosoever in the recipient of mass communication content constitutes its audience. A large audience means that that the receivers are masses of people not assemble in single place. It may come in different size depending upon the media through which the message is sent.

2. Feedback:

As compared to interpersonal communication feedback in mass communication is slow and weak, it is not instant or direct as in face to face exchange and is invariably delayed. Feedback in mass communication is rather a cumulative response which the source gets after a considerable gap in time. It is often expressed in quantitative terms. In all such cases, considerable time and money are required to process the feedback received from audience.

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