Mass Media Industry

Course/Program : BA J & MC
Semester : First
Subject : Mass Media Industry
Subject Code :
L-T-P-C : 3-0-0-3
Prepared by : Florence Handique Rabha
Designation : Assistant Professor and Head,
Electronic Media
Academic Session : 2017
 UNIT 1 : Communication Theories
( Part A )
• An Introduction :
• How Communication Works ?
• Communication as Process :
• Barriers to Communication :
• Types and Elements of Communication:
 Communication : An Introduction ;
How Communication Works ?
• The term communication comes from the Latin roots-
Communis and Communicare both of which imply sharing
and mutual understanding.
• It is an act by which a person shares knowledge, feelings,
ideas, information etc.
• In simple terms, it signifies the process or activity of sharing
or exchanging information between two or more persons.
• In face to face communication , it is not merely an
exchange of information, but also something more which
include passing of gesture, expression , language, manner
of expressing, tones etc.
• There is a close relationship between communication and
development.
-
 How Communication Works ?
• All these aspects combined together create a sort of impact
on both the partners. It goes on to effect some kind of
changes in the behavior or personality of both the
communicating parties.
• This phenomenon has established itself as the fourth basic
human need after food, shelter and clothes.
• Further, developments in the various aspects of
communication and mass- communication are gathering
tremendous momentum nowadays, more so in the last two
decades.
• Today, this field is offering enormous opportunities for
professional engagements for the upcoming generations.
• It is an endless process that never stops and nobody can
actually pinpoint the time or period of history when it started.
------x------
 Characteristics Of Communication :

• The term ‘information’ in communication may include one’s

feelings, attitude, knowledge, ideas among others which he or she
would like to convey to somebody else.
• Though we are saying that the process entails exchange between
two or more persons yet communication can be completed in a
person’s own mind also.
• As we have already said at the outset, communication is a basic
requirement of every human being next to food , shelter and
clothes.
• The process of communication requires some signs , whether
verbal or non verbal to convey or communicate our information or
ideas.
• Communication is a never ending process. Even when a child
grows inside the womb of its mother it starts communicating. ( eg.
of Abhimanyu , son of Arjun in Mahabharata)
 Characteristics Of Communication:
• It may look strange that even by not doing anything at all one may
communicate some sort of feelings.
• Again, if someone is angry or happy with somebody or about
something, he or she may express it without saying anything. One’s
look can convey whatever is intended to be conveyed.
• It is important to note that each and every activity, personal trait,
quality, aspect like one’s dressing style, way of speaking etc.
communicate something or other about person.
• With every succeeding development of the communication process our
experiences also keep growing on and on which enrich us immensely.
Unlike computers we cannot erase or forget the information or the
experiences we accumulate through the communication process at will.
We can only forget them through the natural process, not otherwise.
• Mass Communication is the product of modern science and technology
which employs huge social science mechanisms. Best methods are used
for capturing larger audiences for a particular message. Mass media
carry messages which intentionally create a false sense of reality.
---x---
Process of Communication ;Elements of Communication :

• The various elements of communication process are :

• Input : The sender has an intention to communicate
with another person. This intention makes up the
content of the message.
• Sender: The sender encodes the message ,e.g. the
idea of ‘piece of furniture to sit on’. Thus he gives
expression to the content.
• Channel: The message is sent via a channel, which
can be made of a variety of materials. In acoustic
communication it consists of air, in written
communication of paper or other writing materials.
 -

• Noise : The channel is subjected to various sources of

noise. One example is telephone communication,
where numerous secondary sounds are audible. Even a
solid channel such as paper can be crushed or stained.
Such phenomena are also noise in communicative
sense.
• Receiver: The receiver decodes the incoming message,
or expression. He translates it thus receives the
message.
• Output:This is the content decoded by the receiver.
• Code : In the process, the relevance of a code becomes
obvious. The codes of the sender and receiver must
have at least a certain set in common in order to make
communication work.
 -

• Communication is a dynamic process involving a series of actions

and reactions with a view to achieve a goal. How does it work ?
Notes…
• Diagram….
• Each element plays an important role in making the
communication effective :
• Communicator: Sender or encoder
• Encoding
• A message
• A channel
• The receiver
• Decoding
• Feedback
• Noise
…..x…..
 The Seven ‘C’s Of Communication :
• (Break up of the communication process : Sender-Message-Channel-
Receiver..SMCR)
• Communication experts have succeeded in identifying seven
attributes of the process of communication which explains various
sides of the whole activity. A few lines about them will make the
concept of communication clear to you.
• CREDIBILITY : Mutual trust between or among the persons
participating in the communication.
• CONTEXT : Our conversation or communication must have a specific
point or theme.. Otherwise, it will be ineffective. ( eg. Teacher -
Student , with a Celebrity or Senior leader, with a stranger )
• CONTENT : Our communication must carry in itself adequate
contents which make up for a successful communication.
 The Seven ‘C’s of Communication ;

• CLARITY : Messages , contents in communication must be

simple enough without any dual meaning.
• CONTINUITY & CONSISTENCY : Communication is a simple and
continuous effort which has to be sustained by all the
participants. It can be more effective if the concerns are same,
there is a similarity and understanding.
• CHANNELS : Tools, vehicles, platform for sending and
receiving the messages has to be common for better
understanding.
• CAPABILITY of the audience /receiver: Basic understanding of
the intellectual capability of them.
• So, this is a preliminary idea about the concept of
communication which is a world that is far more interesting
and overwhelming for the human life across the globe.
 Barriers To Communication :
 This aspect of communication means those conditions under
which the smooth flow of process is disturbed at various levels
which render the process ineffective or entails creeping up of a
misunderstanding among the participants. This happens due
to several factors which include :
 Lack of a common platform, understanding etc. (language
should be same )
 Difference or mismatch in the intellectual level of the
participants.
 Noise in the channel. ( Technical problems due to rains ,
thunderstorms in Radio or Television )
 Lack of trust. ( selective, stranger, senior, celebrity )
 Barriers To Communication :
 Lack of interest. ( eg. Crowd from villages are pulled to political
rallies or students in a classroom)
 Our mood and mental status also plays an important role as a
barrier to communication.
 So, there are 2 types of noise which act as barriers to
communication. 1) Technical noise 2) Misunderstanding due to
mismatch in intellectual levels of the participants.
 Defective and inadequate encoding and decoding of messages
also result in this gap or mismatch in the smooth flow of
communication.
----x----
 Types Of Communication

Types Of Communication

Intra Intra
Group
Intra Inter GrGroup Public Mass
 Types Of Communication
• The communication system can be classified into different
types, groups and sub groups depending on several factors
like physical and linguistic expressions, number of
participants, medium or tool or vehicles of transmission used,
objectives to be achieved etc. The diagram would give you a
good idea about the various types of communication
influencing us at different points of time in our life. Quite
often, more than one type of communication actually
influence us in a combined effort.
 Types Of Communication
Based on linguistic and physical expressions:
• Verbal Communication : Verbal communication implies expressing
ourselves, our feelings, attitudes etc. by using spoken and written language.
Language is a code of symbols which is created after a scientific permutation
and combination of alphabets and words for adding a certain meaning to the
messages as one desires the receivers to understand. This is called encoding.
Similarly, the receivers on their part also tries to draw out the meaning of the
words and messages by decoding the words and sentences of the messages.
• Non Verbal Communication : On the other hand there is Non Verbal
Communication which is a system of communication using various means other
than verbal language. Though this definition looks quite simple yet it has a far
greater connotation. In fact sometimes it seems to be more wider than even
verbal communication. Among it’s various contents the major ones include our
facial expressions, body gestures, our overall behaviour, dress code, way of
doing things, our voice modulation while delivering messages etc. everything.
Each of these traits actually reflect something or the other about our overall
personality which is a communication in itself and that is why its scope is much
wider than Verbal Communication.
 Types Of Communication
Classified upon the number of participants
involved.

• Intra-personal Communication
• Interpersonal Communication
• Group Communication
• Public Communication
• Mass Communication
 Types Of Communication
Classified upon the number of participants involved :

• Intra-personal Communication : In this process a person

communicates with his or her own self. That is we exchange information
or messages within ourselves in our own mind itself. Before sending
every piece of message to the receivers we first decide what is to be said
and depending upon this we prepare our messages. In a way it is the
basis of all other human communication system and determines
everything.
• Inter-personal Communication : This term implies
communication between two or a few more persons. Among all the
forms of communication that we will discuss, this is the most suitable
one from the point of view of effectiveness as there is ample scope for
making our points understood or realized using a fine combination of
both verbal and non- verbal languages. This is primarily a face-to-face
communication mostly in most proximity .It is a type of communication
which most of the people practice for the major portion of their lives.
 Types Of Communication
Classified upon the number of participants involved :
• Group Communication : This type of communication differs from earlier two in
the sense that it is carried out among several persons, say about six or ten or
slightly more who are normally bound by a common bond based on any
characteristic. Unlike intrapersonal and interpersonal communications, here the
scope of equal participation in the communication process by all the members of
the group is not smooth and is even uneven and as a result there is a chance that
the entire process may become highly one- sided. In most of the cases , whenever
a group is formed it is a natural development that a group leader emerges either
by consensus or personal initiative and helps in advancing the process.
• Public Communication: This is the sort of communication in which usually one or
few speakers communicate with a large number of receivers or audiences with the
help of a mechanical device like microphones to facilitate the exchange of
information. This is mostly seen in large meetings, rallies of political parties, social
or voluntary groups etc. These are planned well in advance. Interestingly, the
generation of feedback is at the same time delayed as well as instant if we
observe it from two angles.
• Mass Communication : This means communicating with an innumerable number
of receivers or audiences spread anywhere across the world using mechanical
devices ( eg. print, radio, television, computer, Internet, mobiles etc. )
 Elements Of Communication :
Sender-Message-Channel-Receiver
Feedback
• The communication process essentially involves these elements or
components: a sender, a receiver, a channel or vehicle for movement of
the messages or information, feedback- the responses to the
communication.
• There are quite a few models which are popular and good enough to
explain the process. Let us examine a few models of communication:
• SMR model of communication
• SMCR model
• Harold D Lasswell’s model
• Newcombe model
• Charles E Osgoods Model
• Wilbur Schramm’s Model of 1971
• Shannon and Weaver Model
• George Gerbener’s Model
• Bruce H Westley and MS Macleans Model
• (Need to give photocopy of notes from book )
 UNIT 1 : Communication Theories:
Part- B
• Mass Communication- ‘Mass’ Concept
• Defining Mass Media
• Typologies of Audiences
• Functions of Media
• Normative Media Systems
• The Changing Media Landscape in India
• Media Chains
• Monopolies and Conglomerates
Mass Communication; ‘Mass’ concept, Defining Mass Media :

• Introduction : Now we come to one of the most important forms of

communication that has far reaching effect on our lives which is
increasing every passing day. Mass communication means
communicating with an innumerable number of receivers or
audiences spread anywhere across the world using mechanical
devices. We know that due to rapid developments in science and
technology today, communicating with people anywhere around the
globe has become quite a convenient proposition. It is very easy to
make our messages or signals, ideas, feelings, attitudes known to
the people living in every nook and corner of the world these days.
And this has also helped in a better socialization among the people
irrespective of any border- whether geographical, political,
economical or otherwise. So the need to communicate with a
universal worldwide audience or receivers has become acute and
also quite easy at the same time. And the process of making contact
or communicating with all those people is the system of Mass
Communication.
 Mass Communication; ‘Mass’ concept, Defining Mass
Media :
• Being a system of communicating with such a large number of people
with hardly any similarity among themselves on any front, it is
definitely a difficult task, totally different from personal level
communication. More so because we have to depend fully upon the
ability of our verbal appeals for winning the receivers attention as well
as sustaining it.
• Eminent communication academic and media expert Mr. JV Vilanilam
defines mass communication as ‘ a communication of mass produced
messages to mass audiences consisting of millions of people who do
not gather at any place but individually receive the messages sitting at
their homes or their offices. The messages are produced by trained
professionals in organisations specially formed by private
entrepreneurs or public/ government/ autonomous bodies which
invest millions of dollars for the production and dissemination of those
messages.’
 -
Mr. JV Vilanilam also said that mass communication is a global
phenomenon and the messages conveyed through mass media
sometimes appear to be aimed at manipulating or preserving the status
quo.
• Media Power: No doubt, mass media exudes enormous power in the
society to the extent of being able to make or break someone or
something. But, where from this power emanates ? Obviously the
masses- the only other stakeholder in the media business.
• Since about the 1930s communication researchers started becoming
convinced fully that media wielded tremendous power and is able to
change the course of society over a period of time.
• Media as a provider of ‘service’ to the masses in the form of
entertainment and news is duty- bound to care for the audiences’
requirement, interests etc. It can’t take things for granted. Specially,
in today’s age of intense competition and availability of so many
options in front of the people. So, why don’t we make a conscious
effort to channelize this energy to achieve something positive and
 Definition of Mass Communication, ‘Mass’ concept &
Mass Media from different sources:
What is Mass Communication?

• Mass communication is the study of how people exchange information through mass media to
large segments of the population at the same time. In other words, mass communication refers
to the imparting and exchanging of information on a large scale to a wide range of people. It is
usually understood to relate newspaper, magazine, and book publishing, as well as radio,
television and film, even via internet as these mediums are used for disseminating information,
news and advertising.

• Mass communication differs from the studies of other forms of communication, such as
interpersonal communication or organizational communication, in that it focuses on a single
source transmitting information to a large number of receivers. The study of mass
communication is chiefly concerned with how the content of mass communication persuades or
otherwise affects the behaviour, attitude, opinion, or emotion of the person or people receiving
the information.

• The mass media is a diversified collection of media technologies that reach a large
audience via mass communication. ... Broadcast media transmit information electronically, via
such media as film, radio, recorded music, or television. Digital media comprises both Internet
and mobile mass communication.
 -

• A media audience may be as small as one person reading a magazine or as

large as billions of people around the world watching events, like 9/11,
unfold live on television. Audiences have a complex relationship with the
products they consume

• The term “Mass” is denoted as a great/large volume, range and extent (of
people and production) and reception of messages.

• “Communication” is defined by Dental Dictionary as the technique of

conveying thoughts or ideas between two people or groups of people. It
refers to the giving and taking of meaning, the transmission and reception of
messages;
• Whereas; “Mass Communication” is seen as institutionalised production and
generalized diffusion of symbolic goods via the fixation and transmission of
information or symbolic content, it is explained as a communication which is
directed to or reaches an appreciable fraction of the population
 -

• Mass Communication is rightly defined as a delivery of message to

target audience utilising mass media such as national press and
television. Whereas, Mass Media is a means of public
communication reaching a large audience. It is a term used to
denote a section of the media specifically envisioned and designed
to reach a very large audience such as the population of a nation
state.

• Different types of Mass Media are Television, Radio, Cinema,

Internet, Newspapers, Magazines, Journal, Other Print Media (like
pamphlets, brochures and posters) and Outdoor Media (which
includes bill boards, signs, flying billboards, skywriting and blimps).

• J.R. Finnegan Jr. and K. Viswanath (1997) have identified 3 effects,

or functions of media: - a) The knowledge gap; b) The agenda
setting; c) Cultivation of shared public perceptions.
 -

• The term Mass Communication refers to a medium that appeal to a mass

audience in terms of demographics and psychographics; using widely
circulating media such as newspapers, magazines, television and radio to
inform the general public.
Written By: Rupal Jain, Lecturer, Atharva Institute of Management Studies
(MUMBAI)

• By bizcom_coach | October 4, 2015

• What is Mass Communication, Definition of mass communication

• Normally, transmission of messages to many persons at a time is called

Mass Communication. But in complete sense, mass communication can
be defined as the process through which a message is circulated
extensively among the people who are far away from the sender.
 -

• According to Metha, “Mass Communication is concerned

with transmitting information, thoughts and opinions,
entertainments etc at a time to a large number of audiences
of different characteristics.”
• According to Agge, Ault and Emery, “Mass Communication is
process of sending a message, thought and attitude through
some media to a large number of heterogeneous
audiences.”
• Dominick says, “Mass Communication refers to the process
by which a complex organization with the aid of one or more
machines produces and transmits public messages that are
directed at large, heterogeneous and scattered audiences.”
• From the above definitions and discussion, we can define
Mass Communication as the process of sending messages to
a large number of heterogeneous audiences at a time by
using some media.
 Characteristics or features of Mass Communication:
• Use of Channel: Mass Communication system uses various types of
mass media channels such as-radio, television, newspapers, magazines
etc.
• Use of Common Message: Another unique characteristic of mass
communication is that it sends the same message simultaneously to a
large number of audiences staying far away from each other. If the
audiences have the proper access to the media used by the sender they
can easily get message wherever they stay in the world.
• No Direct Feedback: Mass Communication does not produce any direct
feedback. The reaction of audience cannot be known quickly here.
• Outward Flow: The flow of message in mass communication is outward,
not inward. The basic objective of mass communication is also to send
message to the people outside the organization who say far away.
• Use of Technology: Mass Communication system uses modern
technology in the process of production and dissemination of the
message to be sent.
• So, Mass Communication has some unique characteristics for which it is
accepted by every large organization.
 Media Audience and its various categories :
• Audience is the important part of communication process. By media
audience we mean the recipients of Mass Media messages. There is
the audience of newspaper, television, radio, theatre, film and non-
broadcast media. Audience of the above media are heterogeneously
scattered. They are a mixture of age, sex, profession, education and
social class etc and are strangers to one another. Audience is the
ultimate source of Mass Media revenue. If there is no audience to
purchase movie tickets and recording, subscribe to newspapers and
magazines and attend to radio and TV programmes, no mass medium
could stay in business. The messages of TV newspapers and film etc,.
are determined according to the nature and behaviour of the target
audience.
• VARIOUS CATEGORIES OF MEDIA AUDIENCES
• The elite audience
• The mass audience
• The specialized audience
 -

• The Elite Audience comprises of highly educated people

and their number in the society in relatively small.

• The Mass Audience represents the dominant majority in a

society. They are relatively average people. Mass audience
represents almost all segments of the society.

• The Specialized Audience refers to the special interest

groups in the society.

• The Interactive Audience consists of those who have

control over the communication process in a society. They
may be newspapers journalists or Radio or TV broadcasters.
 Functions Of Mass Communication :

• Communication and Mass Communication are integral aspects of

our life and thereby the society at large. That is why they have to
perform certain functions which are expected of it by the society.

• This is obvious because only through communication we can

transform the world by allowing people to know about our
revolutionary ideas, feelings, cooperation etc. Whenever we need
to share our feelings with a large number of people anywhere
around the globe, mass communication is the only effective and
possible tool for achieving this goal. These functions reflect the
utility and the range of services mass communication actually
performs for the sake of the masses or the people. Let us discuss
them in brief :
 Functions Of Mass Communication :
1. Information
2. Instruction
3. Entertainment
4. Persuasion
5. Debates and discussion/ agenda setting
6. Cultural promotion
7. Integration
8. Socialization- Surveillance & Correlation
9. The Professional Communicator
10. Evolution of Mass Communication
11. Further development
12. Role of mass media in creating public opinion.
13. Right to Information
Theories of Mass Communication :
• Now, we look into a few of the important
theories of mass communication. We can
classify them into three broad groups for our
convenience of understanding.

• Normative group of theories :

• Sociological Group of theories :
• Psychological or Individual group of theories :
 Normative Group of Theories :
1. Authoritarian Theory :
2. Libertarian Theory / Free Press
Theory:
3. Social Responsibility Theory:
4. Development Communication
Theory:
5. Democratic Participant Theory:
 Sociological Group Of Theories :
1. Cultivation theory
2. Agenda setting theory
3. Dependency theory
4. Uses and gratification theory
 Psychological or Individual group of
theories :
1. Personal influence theory :
2. Two step flow of information theory:
3. Multi step flow of information theory :
4. Hypodermic needle of bullet theory :
The Changing Media Lansdcape in India
Media Chains
Monopolies And Conglomerates