MASS - MEDIA AND SOCIETY NOTES

       

 MASS - MEDIA AND  SOCIETY

 

 

        Meaning of Mass Media :-

Outside the realm of interpersonal communication exists another form of communication, which involves communication with mass audiences and hence the name mass communication; and the channels through which this kind of communication takes place are referred to as mass media.

 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.

Elements of Mass communication :-

 It is observed that the term mass communication must have at least five aspects:

1)      Large audience

2)      Fairly undifferentiated audience composition

3)      Some form of message reproduction

4)      Rapid distribution and delivery

5)      Low cost to the consumers

 Characteristics :-

 1)   Directs messages toward relatively large, heterogeneous and anonymous audience.

2)      Messages are transmitted publicly no privacy.

3)      Short duration message for immediate consumption

4)      Feedback is indirect, non-existent or delayed

5)      Cost per exposure per individual is minimum

6)      Source belongs to organization or institutions

7)      Mostly one way

 Types of mass media :-

 Mass media can be classified according to their physical form, the technology involved and the Nature of the communication process.

 The general classification on this basis is as follows:

Traditional Media: - The traditional arts and folk arts combine several art forms like dance, music,

Songs and theater to attract audiences:-The performances are spontaneous and most often made on the spot.

Print Media: - Print media served as the major means of communication reaching a wide audience.

Major forms of print media are:

Newspapers

Magazines and periodicals

           Books

Electronic Media- The history of electronic media starts with the invention of cinematography by Lumiere Brothers who conducted the premier show of cinema in 1895. Later radio was invented by Guglielmo Marconi. The first radio station was set up in Pittsburg, New York and Chicago in the 1920s.

 

        In short, the term electronic media mainly include Film, Radio & Television.

Functions of mass media  :-

·      In a society like ours, mass media have a responsible role to play in fostering democracy, plurality and communal harmony through the functions listed below.

·         Information and education.

·         Socialization

·         Entertainment

·         Political awareness

·         Cultural transmission

·         Catalyst to development

 

Role of Mass Media in Society :-

·         Mass media is communication-whether written, broadcast, or spoken-that reaches a large audience. This includes television, radio, advertising, movies, the Internet, newspapers, magazines, and so forth.

 ·         Mass media is a significant force in modern culture. Sociologists refer to this as a mediated culture where media reflects and creates the culture. Communities and individuals are bombarded constantly with messages from a multitude of sources including TV, billboards, and magazines, to name a few. These messages promote not only products, but moods, attitudes, and a sense of what is and is not important.

 

 Mass Media Effects Theories:-

Three main sociological perspectives on the role of media exist:

1.      The limited-effects theory,

2.      The class-dominant theory,

3.      The culturalist theory.

 

1.      Limited-effects theory :

The limited-effects theory argues that because people generally choose what to watch or read based on what they already believe, media exerts a negligible influence. This theory originated and was tested in the 1940s and 1950s.

 2.      Class-dominant theory  :

The class-dominant theory argues that the media reflects and projects the view of minority elite, which controls it. Those people who own and control the corporations that produce media comprise these elite.

3.      Culturalist theory :

The culturalist theory, developed in the 1980s and 1990s, combines the other two theories and claims that people interact with media to create their own meanings out of the images and messages they receive. This theory sees audiences as playing an active rather than passive role in relation to mass media. One strand of research focuses on the audiences and how they interact with media; the other strand of research focuses on those who produce the media, particularly the news.

 

Importance of Mass media:-

1.      Pervasiveness of Mass Media

2.      Mass Communication Informs

3.      Mass Media Entertains

4.      Mass Communication Persuades

5.      Mass Communication Binds

 

Disadvantage of Mass Media :-

1.      Spreading fake news rapidly.

2.      It leads to individualism.

3.      Some media contents are not suitable for children.

4.      It can lead to ruin of reputation.

5.      It can lead to personal injury due to stunts.

6.      Health problems.

7.      It glamorizes drugs and alcohol.