THE FEDERAL POLYTECHNIC, ADO EKITI

P.M.B 5351, ADO EKITI, EKITI STATE

SCHOOL OF BUSINESS STUDIES

DEPARTMENT OF MASS COMMUNICATION

COURSE TITLE: INTRODUCTION TO COMMUNICATION

COURSE CODE: MAC 114

NATIONAL DIPLOMA: I

PREPARED BY
VALENTINE OLUWATOSIN

ASSIGNMENT ON:
1. How does a modern means of communication influence society and
individuals?

2. What are the main functions of mass media in the society?

3. What is mass communication and how does it differ from inter-personal or

4. Define key terms in mass communication such as.....

5. With aid of diagram, explain interactional model of communication?

GROUP G
1. How does a modern means of communication influence society and

individuals?

Modern means of communication, such as the internet, social media, and digital

platforms, have significantly transformed both society and individuals in

various ways:

 Information Sharing and Access: Modern communication enables the

quick and widespread distribution of information. Individuals can access

news, educational content, and entertainment from anywhere in the

world, increasing awareness and knowledge.

 Social Connectivity: Social media platforms and messaging apps allow

individuals to connect with others globally, fostering relationships,

discussions, and cultural exchanges. This interconnectedness has a

profound effect on societal norms, opinions, and global events.

 Changes in Communication Style: Instant communication through text

messages, emails, and social media has led to shorter, more frequent, and

informal exchanges. This shift influences the way individuals interact,

often encouraging quicker decision-making but sometimes reducing face-

to-face communication skills.

 Cultural Influence: The mass availability of media has allowed global

cultures to influence local cultures, sometimes leading to cultural

behaviors from across the globe.

 Economic and Political Impact: Modern communication has also

influenced business practices (e-commerce, online marketing) and

political processes (e.g., social media campaigns, political discourse). It

can drive societal change by amplifying voices and organizing

movements, like activism and protests.

2. What are the main functions of mass media in society?

Mass media plays several key roles in shaping society:

1. Informing the Public: One of the primary functions of mass media is to

inform people about current events, issues, and developments in society,

politics, and the world. It serves as a vital source of news and factual

information.

2. Educating the Audience: Mass media also functions to educate

individuals on various topics such as science, health, technology, and

culture. Educational programs on TV or online, as well as news outlets,

often aim to provide the public with knowledge to help them make

informed decisions.

3. Entertainment: Entertainment is another significant function of mass

media. It provides people with various forms of entertainment, from

helps in relaxation and stress relief.

4. Shaping Public Opinion: Mass media influences public opinion by

framing issues, highlighting certain topics, and influencing how people

think about social, political, and economic matters.

5. Socialization and Cultural Transmission: Media plays a role in shaping

values, norms, and social behaviors by reflecting and transmitting cultural

beliefs. It helps individuals learn about their society’s traditions, roles,

and expectations.

6. Advertising and Promotion: Mass media is a key platform for

advertising, allowing businesses to promote their products, services, and

brands to a large audience. It influences consumer behavior and supports

the economy.

3. What is mass communication and how does it differ from interpersonal

or group communication?

Mass Communication is the process by which information is generated by a

sender (often an organization or media outlet) and transmitted to a large,

widespread audience via mass media channels, such as television, radio,

newspapers, and the internet. It typically involves one-way communication and

the sender.

Difference from Interpersonal or Group Communication:

 Interpersonal Communication: This is direct communication between

two or more individuals. It involves personal interaction, feedback, and

may be more informal. Examples include face-to-face conversations,

phone calls, or online messaging.

 Group Communication: This involves communication within a small

group of people (e.g., a team or meeting), where members share

information and interact directly, often with more feedback and

participation from all members.

Key Differences:

 Audience Size: Mass communication reaches a large, dispersed audience,

while interpersonal and group communication is limited to a smaller

group of people.

 Feedback: In mass communication, feedback is often delayed or indirect

(e.g., letters, social media reactions), whereas in interpersonal or group

communication, feedback is immediate and more personal.

institutionalized channels (TV, radio, internet), while interpersonal/group

communication is more informal and direct.

4. Define key terms in mass communication:

(a) Media: Media refers to the various channels or tools used to store, share,

and transmit information, such as newspapers, television, radio, the internet, and

social media platforms. These serve as the means through which mass

communication occurs.

(b) Audience: Audience refers to the group of individuals who receive, view, or

consume the messages delivered through various forms of mass communication.

The audience may be targeted specifically or may be a broad, general

population.

(c) Message: A message in mass communication is the content or information

that is being communicated by the sender to the audience. It can take many

forms, including verbal, visual, or symbolic, and it is designed to inform,

entertain, or persuade the audience.

(d) Channel: A channel refers to the medium through which the message is

transmitted from the sender to the audience. Examples of channels include

television, radio, print media (newspapers, magazines), and digital platforms

(social media, websites).

communication:

The Interactional Model of Communication emphasizes the back-and-forth flow

of communication between the sender and receiver. Unlike the linear model, it

takes into account feedback and acknowledges that communication is dynamic

and continuous.

Diagram of Interactional Model of Communication:

Sender → Message → Channel → Receiver

↑ ↓

Feedback ← ← ← ← ← ← ← ← ← ← ← ← ← ← ← ← ← ←

Explanation:

 Sender: The person or entity that initiates the communication by

encoding the message.

 Message: The information, idea, or content that is transmitted from the

sender to the receiver.

 Channel: The medium through which the message travels (e.g., verbal

communication, electronic media).

 Receiver: The individual or group who receives and decodes the

message.
  Feedback: After receiving the message, the receiver sends feedback to

the sender, which could be verbal, non-verbal, or through other forms of

communication. This feedback allows the sender to gauge whether the

message was understood correctly.

In this model, the process is continuous, with feedback influencing the next

message or response, and can involve multiple senders and receivers at once,

especially in group settings. The interactional model emphasizes the idea that

communication is a two-way process that is influenced by context, culture, and

previous messages.