Mass Communication

In simple words, Mass communication can be understood as a communication sent from a person or a group through a transmission device to a large audience. In other words mass communication is a public communication transmitted electronically or mechanically. The message, the medium and the audience are the three basic units of analysis for mass communication.  Mass communication studies teach people how to evaluate the media. Students learn the history and cultural effects on society of newspapers, television, and other media. They study critical thinking and learn to think in visual terms. With the increased role of the Internet in delivering news and information, mass communication studies and media organizations tend to focus on the convergence of publishing, broadcasting and digital communication.

History

Mass communication on a global scale is a cultural phenomenon with a relatively brief history. However it would not be wrong to say that the invention of writing provided a revolutionary start to the social communication system. The history of Mass communication can be summarized with the following chronological events.   

As mentioned above invention of writing was a revolution of social communication system. Writing brought people closer in a short while with effective communication. This minimized the previous problems in communication caused by time and distance. System of writing helped the society to a great extent in spreading knowledge. It eventually helped in building an efficient administrative system with adequate social, cultural and economic inputs.

The second major communication revolution was the invention of mass writing. This was brought first by the movable type printing press. This assured the involvement of large number of people in the communication system. The invention of printing pressed marked the way of transition of time from the medieval to modern era opening a door of for growth and development in the education and other related areas.

Invention of Telegraph was the beginning of a new era in global communication system. It led to revolutionary changes in the communication system during 1830s. Prior to this the common modes of communications were books, speech, messengers. The telegraph made possible two-way communication at the speed of light (186,000 miles per second) in real time. It also made possible communication that was not bound by distance, quickly spreading across continents and oceans. The telephone enhanced this technology, and both inventions brought not only new communication opportunities but also new ways of thinking about the interconnectedness of families and communities, cultures and nations.

Compared to the other modes of communication the inventions in the fourth communication revolution were quite advanced. Effective Mass communication devices like radio, photography, film and television and sound recordings are some of the well-known modes invented during this phase. These tools contributed to a great extent in fast positive social transformation in many vital areas like education and entertainment.

The most recent phase of communication development involves a number of hi-tech communication tools like computer and communication satellite, wireless technology, fiber optics, digitization, miniaturization, data compression and interactivity. These tools are instrumental in making the world what we call today as 'Global Village'.  

Below is the list of some of the historical mass communication inventions.

•   Invention of Telegraph by Samuel F. B. Morse in 1835,
•   Invention of Telephone Alexander Graham Bell in 1876
•   Invention of Radio by Marconi in 1901
•   Invention of Television by Baird in 1920

Different forms of Mass Media

Mass media refers to communication devices, which can be used to communicate and interact with a large number of audiences in different languages. Some of the major forms of mass media are:

Radio: A radio is a receiver that is electronic and receives and detects transmitted signals. You can use a radio to listen to music or talk shows, or you can use a radio to transmit calls for help.

Television: Television is a widely used telecommunication system for broadcasting and receiving moving pictures and sound over a distance. The term may also be used to refer specifically to a television set, programming or television transmission. 

Print Media:  It is a medium that that disseminates printed matter. Print medium involves all the newspapers, magazines, leaflets etc. A basic understanding of the print media is essential in the study of mass communication. The contribution of print media in providing information and transfer of knowledge is remarkable. Even after the advent of electronic media, the print media has not lost its charm or relevance.

New Media: Development and widespread use of computers and information technology have resulted in the emergence of what is called ‘new media’. It includes computers, information technology, communication networks and digital media. This has led to another process in mass communication called ‘convergence’. Convergence means coming together of many forms of media and other formats like printed text, photographs, films, recorded music or radio, television etc. Though it is hard to separate old media from new media the World Wide Web or internet has changed the way in which we communicate. You will learn more about this later.

Wireless communication: Wireless communication is the transfer of information over a distance without the use of electrical conductors or wires. The distances involved may be short (a few meters as in television remote control) or very long (thousands or even millions of kilometers for radio communications). When the context is clear the term is often simply shortened to wireless. Wireless communications is generally considered to be a branch of telecommunications.

Photography: As defined in wiki Photography is the art, science and practice of creating durable images by recording light or other electromagnetic radiation, either chemically by means of a light-sensitive material such as photographic film, or electronically by means of an image sensor. Photographs are indispensible part of visual media and strongest mode of expression.

Films: A film, also called a movie or motion picture, is a series of still images on a strip of plastic which, when run through a projector and shown on a screen, creates the illusion of moving images. A film is a series of still photographs on films were projected in rapid succession onto a screen.

Below is a  classified list of different form of Mass Media:

Print Media

• Newspapers
• Magazines
• Booklets and Brochures
• House magazines, periodicals or newsletters
• Direct Mailers
• Handbills or Flyers
• Billboards
• Press Releases
• Books

 Electronic Media

• Television
• Radio

New Age Media

• Mobile Phones
• Computers
• Internet 

Features of Mass Communication

• As explained mass communication is the transmission of complex messages to large and diverse audiences, using sophisticated technology of communication. This system of transmission has certain distinct characteristics. 
• The source of mass communication message generally is a person or group operating within an organizational setting.
• Mass media messages are sophisticated and complex. Whereas the message in interpersonal communication may be simple words and short sentences, mass media messages are quite elaborate. 
• Channels of mass media, also called mass vehicles, involve one or more aspects of technology. 
• Audiences generally are self-selected; people who tune in to a particular television or who read a particular magazine. Mass audiences also are heterogeneous, meaning that they are both large and diverse. They actually are made up of groups of people with dissimilar background, demographics, and socio-political characteristics; they are spread over a vast geographic area.
• Such audiences are brought together by a single shared interest in the particular message available through the mass medium. 
• Feedback is minimal in mass media, and no real give-and-take is practically possible.
• Like other forms of mediated communication, noise exists in the mass context. Noise may be semantic, environmental or mechanical.

Role of Mass Media

The impact of mass communication in modern day society is easily understandable. It performs multiple roles in terms of bringing positive social transformation. However, the major roles of mass communication can be classified in to four basic categories.    

•   Surveillance,
•   Interpretation, 
•   Socialization
•   Entertainment.

Surveillance: Surveillance refers to the news and information role of mass media. This role can be subdivided into warning surveillance associated with the news media (information about pending threats such as floods, military attack, and depressed economic conditions) and instrumental surveillance associated with both news and popular media (transmission of useful information about news products, entertainment guides, stock market prices, etc.)

Interpretation: Interpretation is the function of mass media that provides a context for new information and commentary about its significance and meaning. Traditionally, newspapers provided such interpretation in their editorial and commentary sections, reserving news pages for supposedly neutral information. Reporting was said to be objective; that is, free from comment and interpretation. 

Socialization: The media also have a role in socialization, the transmission of values within a society, particularly the modeling of appropriate behavior and attitudes. The notion is that the mass media present images of society, which viewers then can learn and adopt for themselves. This in turn helps create a stable society with common social values

Entertainment: Entertainment is a related function of mass media, sometimes called the diversion function because it diverts us from the real world. Entertainment always has been part of society, increasingly so in an age in which more people have a greater amount of leisure time. Through sound recordings, film, radio and television, entertainers have been able to attract audiences around the globe. 

Mass Media Classifications

Mass Communication scholars have attempted to classify the subject from different angles focusing on different aspect of media. This classification is eventually helping us in understanding the wider scope and nature of the mass communication. Explanations of some of the main classifications are mentioned below:

Herbert Marshall McLuhan, a Canadian educator, philosopher, and scholar—developed the concept of Hot and Cold media. 

Hot media:  A hot medium is a medium that extends one single sense in high definition. Hot media do not leave very much to be filled in by the audience. Hot media are low in audience participation since the audience does not have to work very hard to understand what is being said.

Cool media:  Cool media allow audiences to be passive spectators because others have made the creative decisions. Cool media are usually, but not always, associated with the sense of hearing. They require more active participation on the part of the user, including the perception of abstract patterning and simultaneous comprehension of all parts. Cool media, according to McLuhan, therefore include television, as well as the seminar and cartoons.

Mass Media is also divided in to elastic and populist media.

Elitist media:  Elitist media are those that serve to uplift society and contribute to culture. Examples are serious-minded magazines, television programs focusing on art or history, recordings of classical music or contemporary jazz.  

Populist media: Populist media are those that satisfy the baser expectations of the marketplace. Sensationalistic tabloid newspapers, reality television shows and music videos are examples of this. Pornography is the ultimate example of populist media.

Career in Mass Communication

Development in communication technology and media has brought a phenomenal and unprecedented explosion in all boundaries. The entire global community seems to have been brought together into one unified whole. And it is here that mass-communication, as a stream of study, and as a career, becomes so important and enviable. Mass communication is attracting a lot of young these days as it is offering a number of interesting career options in the fields like - newspapers, magazines, radio, television, advertisements, public relations etc.  Mass communication as an exciting career option is gaining fast popularity among the youths. The career prospects in mass communication are very bright, offering a myriad of opportunities to explore. Since it is fast developing as a comprehensive field, one can find lucrative job opportunities in public relations, newspaper, radio, television, publishing houses, advertising agencies, government organizations and many other sectors. A mass communication graduate can work in any of the following areas.

•   News Journalist
•   Audio engineer 
•   Communications specialist 
•   Community relations director 
•   Concert tour manager 
•   Master control operator 
•   Media planner 
•   Media relations specialist 
•   Media buyer 
•   News reporter/anchor 
•   Promotions manager 
•   Political strategist
•   Radio personality
•   Photo Journalist 
•   Speech writer 
•   Screenplay Writer
•   Studio manager 
•   Talent agent 
•   Film Editor
•   Public Relation Executive
•   Technical director 
•   TV director or producer