Mass Media and Society                    

Outside the realm of interpersonal communication exists another from of communication, which involves communication with mass media and mass audience 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.

Mass Communication can also be defined as 'a process where by mass produced messages are transmitted to large, anonymous, and heterogeneous masses of receivers. By mass produced we mean putting the content or message of mass communication in a from suitable to be distributed to large masses of people.

"Heterogeneous" means that the individual members of the mass are from a wide variety of classes of the society. means the individuals in the mass do not know each other. The source or sender of message in mass communication does not know the individual members of the mass. Also the receivers in mass communication are physically separated from each other and share no physical proximity.

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. Law cost to the consumers.

Characteristics of Mass Communication                                            

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

2. Messages are transmitted publiely 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.

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 :

1. Information and education

2. Socialization

3. Entertainment

4. Political awareness

5. Cultural transmission

6. Catalyst to development

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 :

a. Traditional Media.

b. Print Media.

c. Electronic Media. 

d. New Media / Social Media and others

a. Traditional

The traditional arts and folk arts combine several art's forms like dance, music, songs and theater to attract audiences. The performances are spontaneous and most often made on the spot.

b. Print Media

Print media served as the major means of communication reaching a wide audience. Major forms of print media are :

NewsPapers - 1609

Magazines - 1741

Periodicals - 1731

Book -

c. Electronic Media

The history of electronic media starts with the invention of cinematographe 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 - 1895, Radio - 1906 and Television - 1927 (India - 1959)

d. New Media / Social Media and others

Internet and the world wide web (Tim Berner Lee 1989) opened up serveral new avenues for mass communication which include e-mail, websites, podcasts, e-books, blogging, social networking sites, Internet protocol, Television, Internet radio and the like. These kinds of online and digital means of producing, transmitting and receiving messages are called new media.

social media has brought different people from the different geographical area on one, platform on which they can share their feeling, idea, emotions, information and much more.

The Manifold social networking sites like facebook - 2004, whats App - 2009, Instagram - 2010, Twitter - 2006, Linkedin, google ++, and other open the door to share ideas, views, and thoughts on the some platform.

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, sociologist's 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. There message 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. The 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 1940 s and 1950 s.

2. The Class-dominant theory

This theory argues that the media reflects and projects the view of a minority elite, which controls it. Those people who own and control the corporations that produce media comprise this elite.

3. The culturalist theory

This theory, developed in the 1980 s and 1990 s 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 see 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                                                                  

Pervasiveness of Mass Media.

Mass communication informs.

Mass Media Entertains.

Mass communication persuades.

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 glamorize drugs and alcohol.

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