MODULE II DEFINING MASS COMMUNICATION Objectives This unit will introduce © Components of mass communication * Channels of mass communication ‘* The process of mass communication + Nature of mass communication * Functions and dysfunctions of mass communication + Types of mass media Introduction We leamt to define communication, identify its elements and categorize the process based on the number of persons involved in it. Of the above mentioned types of communication, our focus is on mass communication. In this unit, we will learn the various aspects of mass communication, which is the thrust area of this programme. Components of Mass Communication For better understanding of the nature of mass communication, we should analyze its two basic components : the mass and the communication media. The Mass The concept “mass” in mass communication is defined as a large, heterogeneous, assorted, anonymous audience. ‘Large’ means we can’t exactly count the number of the members of audience, It is relatively large but it doesn’t mean that the audience includes all people. ‘Heterogeneous’ means the audience of mass media includes all types of people - the rich, the poor, farmers, bureaucrats, politicians and so on. ‘Assorted’ means the audience of mass media is not necessarily limited to a particular geographical sector. They may be scattered everywhere. For example, a newspaper may have a reader in every nook and corner of the world. ‘Anonymous’ means we can’t specifically identify a reader of a newspaper of newspaper with his certain characteristics. Today he may be reader of a particular newspaper. Tomorrow, he may change his media habit. Anybody at any time may be a member of mass media audience. The channels of communication that produce and distribute news, entertainment content, visuals and other cultural products to a large number of people. Mass media can be classified in to three major groups on the basis of their physical nature. Introduction to Mass Communication Page 17School of Distance Education They are: * Print Media like newspaper, magazines and periodicals, books etc. * Electronic like radio, cinema, television, video and audio records * Digital Media like CD RoMs, DVDs and the Internet facilities. Mass Communication Process How does mass communication work can be well explained in linear model of mass communication?. According to this traditional concept, mass communication is a component system made up of senders ( the authors, reporters, producers or agencies) who transmit messages ( the book content, the news reports, texts, visuals, images, sounds or advertisements) through mass media channels ( books, newspapers, films, magazines, radio, television or the Internet) to a large group of receivers ( readers, viewers, citizens or consumers) after the filtering, of gatekeepers ( editors, producers or media managers) with some chance for feedback (letters to editors, phone calls to news reporters, web-site postings or as audience members of talk shows or television discussions). The effect of this process may formation of public opinion, acceptance of a particular cultural value, setting the agenda for the society and the like. ‘A simple linear model of mass communication situation can be represented with the iagram given below. Reporter Report Media Audience J Feedback Nature of Mass Communication From the above model of mass communication, it is easy to identify the following features of mass communication. 1. Mass communication experience is public one. It means that anybody can be a part of this communication process at any time without much effort or permission. 2. It is a mediated communication act. Nature of the media involved in the process defines the mediation in mass communication. For example, television can transmit a news instantly as it is a fast medium, newspaper takes to bring the same news report to the public because of its limitations. This is how nature of the media defines the mediation process in mass communication. Introduction to Mass Communication Page 18School of Distance Education 3. Mass communication is filtered communication. This filtering processing is called gatekeeping. For example, a news report in a newspaper or on a television channel filtered or controlled at different level by reporter, sub editor, news editor, editor. 4, It is the most complicated form of communication as it involves complex technology like satellites digital networks, management structure, marketing chain ete. 5. Mass communication can alter the way the society thinks about events and attitudes. 6. Mass communication experience is transient. It means that once you used_a message ( for example, a news report or a film) you may not use it again. The message is meant to be used once and it is gone. Who will read yesterday's newspaper? 7. Mass communication is most often remains as one-way communication. As receivers, how many of us write letters to editor (sender)? A very few. But, in interpersonal communication, senders and receivers are in active conversation sending feedback to each other. 8, Unlike other communicators, mass communicators can’t see their audience. Karan Tapar or Pranoy Roy, the leading television personalities in India know that their programmes are watched by millions of Indians. But, they can’t see how people respond or react while watching their presentations. That’s why they can’t change the style of presentation or mode of communication instantly as we do in interpersonal or group communication. Mass Media Mass media influence our daily life more than any other cultural institution. They are our main sources of news and entertainment. They define our purchase decision, voting, behavior, academic achievement and so on. Because of this all-encompassing impact of mass media, politicians, businessmen and government agencies depend on media to influence people. During election time, we witness politicians spending millions of rupess for political campign through mass media. Business firms across the world spend billions of dollars to market their products with the help of mass media advertisements. We are informed of the policies of our governments through newspapers and electronic media. Likewise, we people need mass media to express our needs, complaints and wishes to the authorities. In short, role of mass media in our society is omnipresent. Defining Mass Media According to Wilbur Schramm ‘a mass medium is essentially a working group organized around some device for circulating the same message, at about same time, to a large number of people’. From this definition, let us know that there is a well organized system behind each mass medium. For example, a newspaper is produced everyday with the collective efforts of a lot of people using various information sources ranging from local reporters to international news agencies. Same is the case of distribution of the newspaper also, Everybody from circulation manager to local newspaper boy is actively engaged in smooth circulation of each copy of a newspaper. Moreover, every county has its own policy, laws, and telecommunication systems to facilitate mass media. In this sense, the production of a mass medium is the result of a well organized system. Introduction to Mass Communication Page 19School of Distance Education And, the messages are disseminated to a large number of people ie. mass. They are called the audience. No media can sustain without a sufficient audience. We learned the characteristics of mass audience in the earlier unit. The definition again talks about devices of circulating messages. These devices are technological means through which messages are communicated to the audience. Devices include printed documents, television, radio, DVD, cassettes, the internet ete. Types of Mass Communication Mass media can be categorized according to physical form, technology involved, nature of the communication process etc. Given below are the major categories of mass media. Print Media Johannes Gutenberg’s invention of the moveable metallic type in the fifteenth century paved the way for proliferation of the print media. The printing press using moveable types introduced the method for mass production of texts. Before the invention of the printing press, books were expensive materials affordable only for the aristocrats and royal families. Printing reduced the cost of books and made them available to the common men also. Rapid duplication of multiple copies of handy texts led to the innovation of modern newspapers. Print Media include © Newspapers ‘+ Magazines © books © other textual documents Electronic Media The history of electronic mass media starts with the invention of radio by Marconi. The radio station was set up in Pittsburg, New York and Chicago in the 1920s. Following the USA, European countries also started radio stations for broadcasting news and entertainment content. The colonial powers like Briton and France set radio stations in Asian and African countries in the early years of 20% century. The next step in electronic communication media history was the invention of cinema. Following, cinema, television broadcasting was initiated in the US on experimental basis during 1920s. But, the dramatic impact of television as a mass medium began in 1950s. Parallel to these, recording, industry was also boomed in the western countries. In short, the term electronic media mainly include: * Radio * Movies © Television * Audio and Video records Introduction to Mass Communication Page 20School of Distance Education New Media Online and digital means of producing, transmitting and receiving messages are called new media. The term encompasses computer mediated communication technology. It implies the use of desktop and portable computers as well as wireless and handheld devices. Every company in the computer industry is involved with new media in some manner. The forms of communicating in the digital world include *¢ =CD-RoMs ¢ DVDs + Internet facilities like World Wide Web, bulleting boarding, email etc. Functions of Mass Media As mentioned earlier, mass media have pervasive effects on our personal and social life. The role and scope of mass media in our society are in the following areas: * Information © Education * Entertainment * Persuasion Information function Mass media carry a lot of information which are essential for our day to day life. We know exam results, weather forecasts, current affairs, traffic regulations, last dates, precautions, government policies etc. from mass media. The core of — media's information function is performed by the media content called news. The place or time dedicated for news in a mass media is called news hole. News is the most consumed item of any media. News can be defined as reports on things that people want or need to know. Information should be accurate, objective and complete. Biased or incomplete reports will keep the audience away from the media. Advertising is also mass media's information function. We get much useful information from classified advertisements. Education function Information is different from education. Education is systematically organized information with predefined objectives. The primary source of education in our society is schools or colleges. Media also perform the functions that educational institutions do. Media are life-long educators for the society. They give us comprehensive knowledge of selected topics. Non-news content or news-based content like editorials, articles, columns in newspapers provide us with complete idea of a subject. Health Magazines, IT magazines are also examples for education through media. Recently, mass media in Kerala directly participate in our educational system by publishing educational supplements for school-goers . Padippura of Malayala Manorams, Kutty.com of Mathrubhumi, Velicham of Madhyamam, Kilivatil of Deshabhimani are examples. Moreover, we have a number television channels dedicated for mass education. Victors of IT @ School Project of Kerala Government, Vyas Channelr of Consortium of Educational Communication under University Grants Commission, Gyandarsan of Doordarshan are some of such efforts. Introduction to Mass Communication Page 21School of Distance Education Entertainment function Irrespective of their type, mass media are wonderful entertainers. All media have entertainment content. Newspapers publish cartoons, comics, puzzles, special weekend supplements for amusing people. Lion share of magazine content such as short stories, novels, satires and cartoons are for entertainment. Movies are another big stock for entertainment. ‘Audio-Visual media such as television and radio are also primarily concentrate on entertainment function through their programmes based on sports, film, and fashion shows etc. Persuasion Persuasion means influencing attitudes or opinions. Mass media have many ways to persuade people. Most people form their opinion from information they get from mass media Media have direct and indirect methods for persuasion. For public opinion formation, mass media use editorials, news analysis and commentaries. In such cases, the purpose is clear and direct, The most obvious method of persuasion is advertising. Advertisements are direct methods to influence purchasing behaviour of the public. Some media report events hiding their vested interests in news, Such biased, subjective reports are for persuading people to form favourable attitudes towards them or their interests. Opinionated news is an undirected method of persuasion. It’s against the ethics of responsible journalism. News and opinion should be given separately. According to western media scholars like Harold Laswell, mass media, be print or electronic, have the following functions: Surveillance of the environment Mass media observe the society and its activities and report them to make people aware of their socio-cultural environment. In other words, we as social animals are always under the close observations of mass media. Media are our watchdogs. It always watches who do good things and who do bad things, and report them to encourage or correct our deeds. Reports about corruptions are good example. Considering this watchdog function of mass media, we call the media as the Fourth Estate of our democratic political system. The other estates are Legislative, Judiciary and Executive. Transmission of heritage Mass media are the bridge between our past and present. They report day to day affairs which will become history of tomorrow. The best records of moder history are newspapers of yesteryears. We get our cultural tradition from history and we follow the best of them. In keeping our culture flowing, media play a vital role. It advises us which part of our culture is good and to be followed and which is bad and not to be followed. Interpretation of information Mass media provide us with information from every nook and corner of the world. They dio not just report facts and figures of the events, rather they interpret events to make us aware of what happens, and why, where, when and how it happens. Media interpretation may be biased or not. But, it helps develop our views towards an event or object or personality. Every media report is an analysis and one version of the fact. There may be another versions and analysis. ———— Introduction to Mass Communication Page 22School of Distance Education Prescription for conduct How should we behave in a society? What should be our approach towards something important to the society? What is good for social life? As a member of a larger social system, we face these questions every now and then. In most cases, mass media provide us answers. During the election time, we are confused of electing a candidate. But, news coverage of political policies and leaders of various parties give us an insight that helps us take decisions. This is how media prescribe our political conduct. So do the advertising. Which product or service is better? Which is suitable to our budget? We depend on advertisements before taking purchase decisions. Catalyst for Development Ina country like India, media's role in national development is highly important. Media's contributions to national development are mainly in two ways : As advocates for development and as carriers of development messages. Mass media find out problems faced by people in different walks of their life and make the administrators aware of them. Most often, media report such events and further campaign to get the grievances redressed. On the other hand, media make people aware of their rights, government subsidies, development policies and the merits and demerits of adopting or practicing them for better life. Government controlled media perform these duties better than the private media do. This development orient function of media is termed as Development Communication. Development Communication has been recognized asa special area in communication study and research. Nature of Mass Communication From the above model of mass communication, it is easy to identify the following features of mass communication. 1. Mass communication experience is public one. It means that anybody can be a part of this communication process at any time without much effort or permission. 2. Ibis a mediated communication act. Nature of the media involved in the process defines the ‘mediation in mass communication, For example, television can transmit a news instantly as it is a fast medium, newspaper takes to bring the same news report to the public because of its limitations. This is how nature of the media defines the mediation process in_mass communication. 3, Mass communication is filtered communication. ‘This filtering processing is called gatekeeping. For example, a news report in a newspaper or on a television channel filtered or controlled at different level by reporter, sub editor, news editor, editor: 4, Itis the most complicated form of communication as it involves complex technology like satellites digital networks, management structure, marketing chain etc. 5, Mass communication can alter the way the society thinks about events and attitudes, 6. Mass communication experience is transient. It means that once you used a message (for example, a news report or a film) you may not use it again, The message is meant to be used. once and it is gone. Who will read yesterday's newspaper? 7. Mass communication is most often remains as one-way communication. As receivers, how many of us write letters to editor (sender)? A very few. But, in interpersonal communication, senders and receivers are in active conversation sending feedback to each other. 8. Unlike other communicators, mass communicators can't see their audience. Karan Tapar or Pranoy Roy, the leading television personalities in India know that their programmes are watched by millions of Indians. But, they can’t see how people respond or react while watching, their presentations. That's why they can’t change the style of presentation or mode of communication instantly as we do in interpersonal or group communication Introduction to Mass Communication Page 23