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Definition of mass-com
Difference between journalism and mass-communication
Nature and scope of mass communication,
Process of mass-com
7 C‟s of communication.
DEFINE MASS-COMMUNICATION AND EXPLAIN ITS
NATURE / CHARACTERISTICS
Define communication.
Mass-communication is one of the various levels of
communication.
Describe the meaning of the word “The Mass.” (Anonymous,
assorted etc.)
Mass-communic
ation
Alters attitudes
One-way
Invisible Audience
Public, filtered
Transient
Complex
Mediated
One downside of mass-communication –
Feedback is delayed and many times there is no feedback.
DESCRIBE JOURNALISM
Derivation
A little about history
Journalism and news literacy
Difference between news, information and message
Reliable information?
Who is a news literate – who analyze the news and critically
look at it.
Journalism is a part of news literacy –
Examples - news analysts, journalists, editors, news
broadcasters etc.
News has three important components –
(according to - Howard Schneider‟s proposition -
reporter and editor at Newsday, New York. )
Verification
Independence
Accountability
Positive and negative effects of journalism
DIFFERENCE BETWEEN MASS-COMMUNICATION
AND JOURNALISM
Mass-Communication Journalism
Suppliers of information/senders have
to be media literate
Suppliers have to be news literate
It’s comprehensive
A part of mass-communication
The message can be in the form of
entertainment or infotainment
Mostly fact-based
More influential in terms of shaping
the culture
Keeps the public updated about the
socio-political surroundings
Mass-com Journalism
Mass-communication relies mainly on
communication technology.
Journalism and science have similarities
There’s a lot more scope for innovation
and creativity
There’s a continuous sorting and testing
of information. Less scope for creativity.
We can rely on gatekeepers for
educational/entertaining content
We cannot rely on gate-keepers. We are
flooded with information. So we need to
access the reliable information ourselves.
Being selective of which programs to
choose from is a matter of choice.
It is inevitable to be selective.
User generated content can be
entertaining and so unquestionable.
User generated news should always be
questionable and should not be blindly
followed.
1. Concise – Short/precise
2. Complete – complete message
3. Concrete – strong/weight/solid
4. Clear
5. Correct – error-free
6. Coherent – logically connected
7. Courteous - polite
Describe the importance/scope of Mass-
communication.
Or
Describe the functions of Mass Communication.
Important for –
Trade and commerce
Social affairs
Political and state affairs
International affairs
Education
Functions
inform, educate and entertain
generation of employment opportunities
to advertise
Explain the process of mass-
communication
Five important aspects of mass-communication for
defining the process –
Large audience
Undifferentiated audience composition
Some form of message reproduction
Rapid distribution and delivery
Low cost to the consumers
Process –
Sender – Message – mass media(channel) – gatekeepers -
Noise - mass audience(receivers) –feedback - effect
Unit-II
Types of communication,
Difference between communication & mass communication,
Use of communication.
On what basis
communication is
classified into different
types?
Communication
On the basis of methods
Verbal Non-verbal
On the basis of
Levels
Intrapersonal
Interpersonal
Group
Mass
Public speaking
On the basis of method –
Verbal
Non-verbal
Verbal/visual –Written form, Language, Face to face
Verbal/non visual - Recorded messages,
Announcements, Telephone
Non verbal/visual – cartoon, pictures, body language,
gestures
Non-verbal/non-visual – alarms, ambience music at
bars, clubs, hotels, tone of voice
Types of communication on the basis of levels
Intrapersonal Communication
Interpersonal Communication
Group Communication
Mass /communication
Public Speaking
Note on Group
communication
Communication – meaning, definition
Types of communication
Group communication
Interactional process
3 to 10 people
Focused on one job or task
Examples –
Discussion between members of some
planning committee
GD sessions of some academic curriculum,
board meeting
Communication in the group is always inter-dependent and
dynamic.
Note on Interpersonal
communication
Common form of communication
Between 2-3 people
Usually close physical proximity
Feedback
Communication is inter-dependent
Discussions with friend, co-worker, parent or boss..
Technology based interpersonal communication
Drawback – complicated because of preconceived
perceptions and non-verbal communication and lack of
feedback.
Short answer –
Importance of feedback
Information or message that is fed back to the sender
Importance in team work for situation monitoring and mutual support
To improve outcomes
Best form of feedback can be seen in interpersonal
communication..less hesitation and better connectivity between
individuals
Examples
Types – negative, positive, immediate, delayed
Short note on Oral
Communication
Meaning of message
Forms of messages – verbal, non-verbal
Verbal – oral or written word
Example – newspaper report, lecture
Oral communication is a part of verbal communication
Spoken word - oral communication
Visual/non-visual
Use of signs and symbols
Primary tool for expression and commonly used
used to inform, inquire, argue and discuss topics of all
kinds
In forming bonds and building relationships
SIGNIFICANCE /
IMPORTANCE OF
COMMUNICATION
Family bonding and relationships
Other forms of community life
Cultural, economic, social prosperity
Important in team process
For creating awareness of roles and responsibility.
UNIT 3
Various media of communication:
Books, magazine, newspaper, internet, satellite, television,
films, traditional media, other media.
NOTE ON FILMS
Technical definition – moving images, phi phenomenon, visual illusion
CGI, Graphics, animation, visual effects
Cinema – art of film-making and films
art of simulating experiences to communicate ideas, stories,
perceptions, feelings, beauty or atmosphere
Sensory stimulations
History of films –
Plastic films, projector
Optical analogous sound track
Current status – 17 billion $ to 32.7 $
FDI has increased
INTERNET
Net – worldwide system of computer networks
Uses the TCP/IP protocol
Private, academic, business and government networks
Optical, electronic and wireless technologies
It allows for –
Interpersonal communication through e-mail and instant
messaging;
group communication through, newsgroups/ discussion
boards/forums;
mass communication through the World Wide Web.
By the Advanced Research Projects Agency (ARPA)
Earlier known as ARPAnet
Further developed into WWW
Developed by Tim Berners Lee
Decentralized system for sharing documents anywhere in the
world
hacker ethic or net neutrality - This ethic holds that
information should be freely distributed and that individuals
should have as much control over computers as possible.
ENTERTAI-NMENT
COMMUNITY INTERACTION
NEWS
The content providers include –
Traditional media companies
• New media companies offering publications available only on the Web
Aggregator sites that offer help in navigating the Web
• individuals who have something they want to say.
Satellite Television
Works with the signals relayed from communication satellites
Consists of - Low noise block down converter and satellite
dish
Satellite television provides a wide range of channels and
services, especially to geographic areas without terrestrial
television or cable television
How does a satellite work
Making and maintaining these towers can be very expensive.
Also, the area to which a television tower can send signals is
small. This is why we need a satellite. It is used to send signals
to television sets all over the world.
In this entire broadcasting process, satellites behave only as
reflectors in the sky that gather and re-transmit television
signals.
History –
Came as Satellite Instructional Television Experiment in
1975.
1982 when Indian National Satellite (INSAT) was launched
Cable & Satellite television (C&STV) and transnational
content entered Indian households.
Both analog and digital signals of a satellite need compatible
receivers.
Free to air satellite channels are unencrypted and the pay
channels are encrypted ones and require a subscription.
Television
Attracts the largest number of audience
Dr. Rajendra Prasad inaugurated India's Television Service on
September 15, 1959,
Government owned medium
Doordarshan, India's national network has 41 major Kendras
(stations) with studios, production facilities and regular
programmes originating from the stations and 921
transmitters
It represents –
India‟s rich cultural heritage
And reflects the society
A mass educator
Growing middle-class
Technological innovations
Low cost of production and high revenue
Increased interest of global investors in TV sector
Advantages –
Most important medium to influence buying decisions
Personal medium.
Good growth prospects
Power to influence beliefs and opinion
Lack of government censorship
On the global front, the growth is slow
In lower socio-economic classes still the penetration is low
It still has a lot of scope to increase its
market share in India.
PRINT MEDIA
Started with woodblock painting in China
Johannes Gutenberg in the fifteenth century introduced
printing press
Books became easily available due to bulk printing
Advantages
In-depth reporting and analysis
Huge contribution in market share
New products in the industry –
3D printing, QR codes, E-papers
Service components in newspapers and a few
magazines –
Classified ads, tenders, garage sales, toll free nos., TV schedule,
Movies running in the theatres, circulation to remote areas,
customer service.
Types of Print Media
Books, comics, magazines newspapers, or pamphlets
NEWSPAPERS
In India – they are independent and privately owned.
4 major agencies - Press Trust of India (PTI), United News of
India (UNI), Samachar Bharti and Hindustan Smachar.
About 5,000 newspapers, 150 of them major publications,
Distribution process - In two phases – mid night edition and up
country edition
Advantages - Good reach, authentic information, good
advertising platform
Disadvantages – competition with the internet, often used for
propaganda and sometimes sow seeds of communal quarrels
Classification Of Newspapers – According To Coverage
Area
National
Regional/local
Regional – published daily, provide brief coverage of national
events and news. Sometimes the circulation is higher than the
national newspapers.
National – Attracts major national and regional advertisers.
Write an essay on traditional
media. (Long answer) or
Write an essay on Folk media.
Deeply influenced by agriculture, religion and seasons.
Songs, dances, fairs and festivals
They educate and entertain people
Definition -
The non electronic mediums which works as
part of our culture and as vehicles of
transmitting tradition from one generation
to another generation is called traditional
media.
Advantages –
Known audience
Natural and friendly environment
Messages are simple, content known, familiar
idioms
Never boring
These can be divided into the following:
traditional dance
drama
painting
sculpture
song
music
motifs and symbols
Ramleela, Nagada etc.
Unit-IV
Models of communication and mass communication –
Lasswell‟s, Shannon Weaver and Osgood.
Other –
SMCR, agenda setting and SR Model
Laswell Model of
Communication/Linear
Model
propounded by Harold Dwight Lasswell, the American
political scientist
Also known as Laswell or question formula of
communication
Who (says) What (to) Whom (in) What Channel
(with) What Effect?
There is no feedback and noise, only EFFECT!
(Demrit)
According to Lasswell there are three functions for
communication:
Surveillance of the environment
Correlation of components of society
Cultural transmission between generation
Assumptions – multicultural society, multiple audience and
multiple channels
And also this communication model is similar to
Aristotle‟s communication model.
Merit –
“Who” refers to the research area called “Control Analysis”,
“Says what” refers to “Content Analysis”,
“In which channel” refers to “Media Analysis”,
“To Whom” refers to “Audience Analysis”
“With What Effect” refers to “Effect Analysis”
Example:
CNN NEWS – A water leak from Japan‟s tsunami-crippled nuclear power station resulted in about 100 times the permitted level of radioactive material flowing into the sea, operator Tokyo Electric Power Co said on Saturday.
Who –TEPC Operator
What – Radioactive material flowing into sea
Channel – CNN NEWS (Television medium)
Whom – Public
Effect – Alert the people of Japan from the radiation.
Osgood and Schramme Model (Circular model)
Q. Explain in detail the communication model of
Osgood and Schramm. (Long answer)
Or
Communication is a 2-way process. Write. (Short
answer) –
Charles Egerton Osgood -American psychologist , while
Wilbur Schramm - one of the founding fathers of Mass
Communication field5
Communication is a 2 way process –Wilbur Schramme
sender and receiver are at interchangeable positions and
feedback is an essential component of this model.
interpretation goes on throughout
It can happen within our self or two people; like while
introspecting.
Merits –
Dynamic
Redundancy
No separate sender and receiver – less confusing
Feedback is central part
Demerit
Noise not included
never ending process
Only one sender and receiver
SHANON AND WEAVER model of
communication
"mother of all models.”
Introduced by Claude Shannon and Warren Weaver
Initially introduced for technical signal transmission study for
engineers.
Merits –
Simplest model
Widely used in social sciences and psychological studies
Well deals with physical noise
Demerits –
Deals only with physical noise
No inclusion of context*
More effective in interpersonal communication
* CONTEXT –
The physical, social and cultural condition of communication
Psychology of the participants
Also the time and place
Rules and Roles
class room, market or prayer hall, all have different rules to
follow
in family communication situation, father plays a leader‟s role.
In class room, students play the receiver‟s role.
SMCR – Sender, Message Channel
and Receiver Model /
Berlo‟s Model of Communication/
LINEAR MODEL
SR MODEL (Stimulus Response
Model)/
Linear Model
Introduced by Lowery DeFleur
Also called „hypodermic needle‟ or „magic bullet‟ model
Examples of the messages that the posters used during
world war
“WHY DON‟T I GO, THE 148TH BATALLION NEEDS ME”
followed by the pictures of war in the background.
Or
“Irishmen avenge the Lusitania – JOIN AN IRISH REGIMENT
TODAY”
Concept of selective exposure
Selective perception
Selective retention
AGENDA SETTING MODEL
Proposed by - Maxwell McCombs and Donald L. Shaw
People priorities news in the sequence set by
the media.
Level 1 – Issues are decided
Level 2 – characters are decided and worked upon /
gatekeeping
Level 3 - Priming/duration
Level 4 – framing/packaging/treatment
Unit-V
Mass media and modern society
Mass media and democracy
MASS MEDIA AND MODERN SOCIETY
products and prejudices
defines popular culture and establishes the norms in the
modern society
crime and criminal justice matters
complex and multi-faceted
multiple media formats
various media perspectives and agendas
Positive effects of mass media in Modern Society–
In touch with global community
Supports business development
Reduced the communication gap between the sender of
information and the audience
Helps in establishing self-identity through cultural exposure
Common topics of discussion
Negative effects of mass media in Modern
Society –
News commercialisation
Every citizen has become a journalist
Vulnerable news consumers – easy to form an opinion
Has the ability to form potential identity replicas
Women are often objectified
Can often leave the audience confused
Can lead to „moral panics‟
bad impact on kids
MEDIA AND DEMOCRACY
Democracy - representative government, elective
government, constitutional government, etc.
The public has the right to stay informed.
India‟s is the largest democracy in the world.
An agent between public and state, the Latin word
“medius” describes a status in the middle and that is exactly
where we can find media: between two entities of
communication.
Media is - „sword-arm‟ of democracy - can expose
the society as well as the government.
Access to information is essential to the democracy
because –
Citizens make responsible, informed choices
They can then keep a check on their political representatives.
DEMOCRACY believes in the empowerment of
individual and
MEDIA facilitates it through communication and
ensures freedom of expression.
Things that we should always remember as news
consumers in a democratic Indian society–
We must be able to differentiate between news and
propaganda, news and opinion
Follow the story and evaluate the sources
Trust multiple news brands
Be selective in our choice of news stories.
Be open to challenge our biases and assumptions
Be an aggressive news consumer
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