MASS COMMUNICATION


Sending message to a large number of audience using technology is known as mass communication

Communication – sending of a message from one person to another, in simplest terms - has been one of the oldest characteristics of human life.

Basic Concepts of Communication
Well, the word communication has its origin in the Latin word COMMUNIS which stands for common or to create commonness with the people around you.

This is possible when you share your feelings and ideas with others.

According to commonly used definition,
communication is transfer of message from sender to receiver through a channel.

A process by which information is exchanged between individuals through a common system of symbols,signs or behaviours.



Elements of communication

Source: "information source", which "produces a message or sequence of messages to be communicated to the receiving terminal.

Sender: who encodes or "transmitter", which "operates on the message in some way to produce a signal
suitable for transmission over the channel

Channel: the channel is "merely the medium used to transmit the signal from transmitter to receiver.

Receiver: who decodes or the receiver "performs the inverse operation of that done by the transmitter,
reconstructing the message from the signal.

Destination: the destination is "the person (or thing) for whom the message is intended".

Message: The message is a verbal, written, recorded, or visual form to the recipient

Feedback
Entropic elements, positive and negative


Essentials for Effective communication

Effective Message:short precise and concise.
Constructed according to socio economic background.
Suitable medium or channel.
Gaining the audience.
Holding the audience .
Influencing the audience.
Frame of reference Age, sex, education, financial position,
race, taste, religion, culture,tradition, attitude .
Personality needs.


Types of Communication (Social point of view)

1. Intra-personal :It is the basis of all other forms of human communication. within an individual our eyes and ear communication to our brain

2. Inter-personal : Face to Face communication

3. Extra Personal Communication: in this we share our communication with other life forms i.e: animals and plants.

4. Mass communication


Barriers of Communication

Noise.
Physical.
Psychological.
Language / Semantic barriers.
Cultural barrier .
Meaning of meaning .
Blind imitation / Stereotype thinking.
Restricted / Limited experience .


Effective Communication:
Communication can be considered to be effective when the receiver understands the message sent by the sender and gives a feedback to the sender.

Effective communication also ensures that the message sent by the sender is not distorted in any manner while it is transmitted.


The Communication Process
The goal of communication is to convey information—and the understanding of that information—from one person or group to another person or group.
This communication process is divided into three basic components:
A sender transmits a message through a channel to the receiver.
(Figure shows a more elaborate model.)
The sender first develops an idea,
which is composed into a message and then
transmitted to the other party,
who interprets the message and receives meaning.


The two-way communication process

In an effective two-way communication the sender (or source):
• encodes the message into a form the receiver will understand
• relays the message via an appropriate channel.
The receiver is then able to:
• access the message
• decode the message.
The receiver in turn becomes the sender,
providing an appropriate response,
and the process continues until the communication concludes.

Source
At any time in the process, a lack of response or an inappropriate response would alert the sender to a problem with the communication. The sender would then need to encode the message differently, or use a different channel to ensure that the communication is received and understood.


Effective communication is a continuous and cyclic process/procedure

1. We are constantly decoding signs from our environment.
2. Communication has no starting and end point.
3. It passes through various sources but changed by the interpretation, habits, abilities and capabilities of each source.

All of us communicate with a purpose.
It may be to inform, share an idea, persuade or entertain.


Functions of MASS COMMUNICATION
Basic functions of mass communication can be divided into broad three classes: informing, persuading and entertaining.
Informing /Education : The most important function of mass communication is dissemination of information to the public primary through news media-electronic and print.
about new events, products, changes in policies, ideas, philosophies and so forth.

Interpretation/surveillance:
Interpretation function is closely related with the surveillance function.
It prevents undesirable consequences of communication.

Now-a-days, mass communicators have realized their responsibility to evaluate and interpret events for the reader.
They select the important news and issues for the attention of the people and provide information on the ultimate meaning and significance of these events.

the editorial pages of newspapers and magazines interpret the event,
comment or opine on it so that the reader gains an added perspective on the event.

Transmission of Values: (socialization function)

Our society is portrayed in the mass media and by seeing, watching or reading this people learn which are the important values.

Persuading: Persuasion is another function of mass media.

Because of its having persuasive potential, both electronic and print media are used for advertising products, services, business, charities, or for political campaign.

Entertaining: Entertainment is the most common function of mass communication.
include comics, crossword puzzles and the like. Televisions may show situation comedies, drama, variety shows, etc. Radio entertainment primarily consists of music, talk shows, etc.


The two-step flow of communication or Multistep Flow Model,

says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media. So according to this model, ideas flow from mass media to opinion leaders, and from them to a wider population.

Also known as the Multistep Flow Model is a theory based on a 1940s study on social influence that states that media effects are indirectly established through the personal influence of opinion leaders.

The majority of people receive much of their information and are influenced by the media secondhand, through the personal influence of opinion leaders.