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Post Q.4:Explain functions of Mass Communication with relevant examples.

Q.4: Explain functions of Mass Communication with relevant examples. CE-2012

-Mass communication
-Process of mass communication
-Functions of Mass communication
-Conclusion.

Mass Communication:
It is a form of communication. Communication comes from the Latin word "communis" which means "common". Communication is the expression of ideas, views, or opinions by writing, behaving or acting. Communication includes all those ways by which a mind can affects others. Mass communication is one of the four recognized communication's types. Mass communication involves sending of information to large number of audience through mass media. Mass media may be print, broadcast and online media such as newspapers, magazines; T.V and radio stations and networks; blogs, email, websites, eForums, Podcasts, eBooks,Internet TV,Facebook,Twitter and YouTube.
Technological meaning of mass communication is to send information from mass communicator to the complex audience. It comprises of those techniques and technologies by which specialized group such as broadcaster, film producers,and publishers employe the symbolic content to large heterogeneous ,anonymous, and widely dispersed audience.
Mass communication is impersonal. It does not cover to a specific person.Individuals in mass communication do not know each others.Mass communication deals with collective senders. Credibility does not go to individual communicator, but to the institutions and organizations which send the information. For example the newspaper is not produced by a single person. It is the collective efforts of all individuals who are involve in making it Like editors, reporters, publisher, typesetters,designers,proofreaders, and printers. Mass communication has the Five elements. These are
1-Source
2-Message
3-Medium
4-Designation/receiver
5-Feedback

Functions of mass communication

1- Surveillance
Surveillance function of mass communication involves the flow of information and news outside or inside an environment. Flow of information is vital for every day life. surveillance function of mass communication keeps an eye and act as watchdog on social, political and economic issues,events and crisis. it creates the awareness among the masses of what is happening around them. It monitors various occurrences in the society like murders, killings, suicides, attacks , rapes,sexual harassment and corruptions scandals; political and social injustice; wrong use of powers and authorities by the powered, elite groups and government; business events, currency rise and fall, stock exchange; whether conditions; films and theaters; and fashion ideas etc. Surveillance function of mass communication creates awareness among the masses as in 15 August 2013,Sikander Hayyat: A man accompanied by his wife and two children had driven out into the middle of constitution Avenue in Islamabad with two advanced weapons. This scene was run out till more than five hours. Federal security forces was unable to handle this person. At the end Zamard Khan a brave man ended this scene by his boldness. This is the real picture of the failure of the current government security policy. Audience are able to decide the current government security policy's failures. Surveillance function make the easy and fast flow of information. For example in September 11, 2001 more than 90% American people knew the terrorist attack within two hours as apposed to the old day when news took the months before reaching to public.

2-Correlation Function
Correlation function of the mass communication involves the interpretations and explanations of the news items, events,issues, or scandals for masses. This function provides the guidance and helps in making opinions by audience themselves. This function of mass communication distinguishes to the surveillance in the way that correlation covers the news and information subjectively whereas the surveillance covers objectively. The correlation function of the mass communication provides the editorial articles, columns which are written on a particular events ,issues or policies to provide the guidance and interpretation of news. These contain the depth details and study of the events. They are written in favor or against of the certain policies.
Th Correlation functions of mass communication also provides the T.V shows . In these shows the qualified journalist and ,other leaders and known personalities criticize, interpret the issues, policies and news items.
For example the "AJJ kamran khan ke sath" Geo news show in which all important news are provided by Kamran Khan with explanations; "Kal Tak" express news show provide the debates on the political,governmental and other issues.

3-Cultural Transmission function:
Cultural transmission is the function of the mass communication in which Media spread out the common norms, or values to the masses. It is also called socialization function because it provide the social awareness and growth to the people. After reading, watching, listening and observing, people know how to live? What are the factors of good personality?. In this way people adapt the best norms and values which are practiced in the society. it Also provides the guidance to the people of the wrong practices .For examples the Victims of the accident who were not wearing the seat belt, can guide masses to dangers of not wearing seat belt. It also provides moral upgradation to the masses, for example a thief who is caught in the case of stolen ,and is ashamed due to seen by the people by mean of mass media. Media can also cause the wrong beliefs of something like Media portray Muslims as terrorists which make fear joining this religion. People may adobe wrong practices by this function of mass communication.For example by watching Films and dramas people can adapt wrong misguiding practices of the heroes. Like In Devdas Film Shah Rukh Khan immense drinks after the marriage of her lover(Ashwarya Rai) with other person.

4- Educational Function:
Educational function of mass communication involves Formal and informal education.
Formal education is one which is thought in schools,colleges, universities and other institutions. In this syllabi are covered like Mathematics, Chemistry, Physics and ,IT and other science subjects. Mass communication provide the online version of the institutions like Virtual T.V network ,which teaches their student online.
Informal education function of mass communication involves the awareness building process among the masses. Different T.V Channels like National Geo geographic provide the knowledge of different fields. Peace T.V contains the lectures delivered by various Ulemas Specially Famous and known Dr.Zakir Naik. it is providing Islamic knowledge and removing misconceptions about the Islam. Madani channel, Haq T.V and Q.T.V are familiarizing the people with Islamic teachings.

5-Entertainment Function
Entertainment function of mass communication involves the coverage of actors and actresses news, drama and Films. Different channels provide the entertainment to their audience by means of movies ,dramas, songs, and videos etc. The Films and dramas heavily affects the emotions of the audience.These Channels are more famous and seen as compare to the news channels and other channels because they are the sources of refreshment. Media of entertainment are Radio ,T.V,internet and Cell Phones etc.


Conclusion:
Communication is a basic need just as food, shelter and clothing. It is the process of socialization and moralization .It removes the distances and comes people together. To use mass media effectively people must take an active role in their interaction with various media. Mass media houses also need to be reliable and provide accurate information.

Last edited by Qurban Ali Qureshi; Saturday, September 28, 2013 at 01:43 AM. Reason: mistakes in writing
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