Definition of mass-com

Difference between journalism and mass-communication

Nature and scope of mass communication,

Process of mass-com

7 C‟s of communication.

DEFINE MASS-COMMUNICATION AND EXPLAIN ITS

NATURE / CHARACTERISTICS

Define communication.

Mass-communication is one of the various levels of

communication.

Describe the meaning of the word “The Mass.” (Anonymous,

assorted etc.)

Mass-communic

ation

Alters attitudes

One-way

Invisible Audience

Public, filtered

Transient

Complex

Mediated

One downside of mass-communication –

Feedback is delayed and many times there is no feedback.

DESCRIBE JOURNALISM

Derivation

A little about history

Journalism and news literacy

Difference between news, information and message

Reliable information?

Who is a news literate – who analyze the news and critically

look at it.

Journalism is a part of news literacy –

Examples - news analysts, journalists, editors, news

broadcasters etc.

News has three important components –

(according to - Howard Schneider‟s proposition -

reporter and editor at Newsday, New York. )

Verification

Independence

Accountability

Positive and negative effects of journalism

DIFFERENCE BETWEEN MASS-COMMUNICATION

AND JOURNALISM

Mass-Communication Journalism

Suppliers of information/senders have

to be media literate

Suppliers have to be news literate

It’s comprehensive

A part of mass-communication

The message can be in the form of

entertainment or infotainment

Mostly fact-based

More influential in terms of shaping

the culture

Keeps the public updated about the

socio-political surroundings

Mass-com Journalism

Mass-communication relies mainly on

communication technology.

Journalism and science have similarities

There’s a lot more scope for innovation

and creativity

There’s a continuous sorting and testing

of information. Less scope for creativity.

We can rely on gatekeepers for

educational/entertaining content

We cannot rely on gate-keepers. We are

flooded with information. So we need to

access the reliable information ourselves.

Being selective of which programs to

choose from is a matter of choice.

It is inevitable to be selective.

User generated content can be

entertaining and so unquestionable.

User generated news should always be

questionable and should not be blindly

followed.

1. Concise – Short/precise

2. Complete – complete message

3. Concrete – strong/weight/solid

4. Clear

5. Correct – error-free

6. Coherent – logically connected

7. Courteous - polite

Describe the importance/scope of Mass-

communication.

Or

Describe the functions of Mass Communication.

Important for –

Trade and commerce

Social affairs

Political and state affairs

International affairs

Education

Functions

inform, educate and entertain

generation of employment opportunities

to advertise

Explain the process of mass-

communication

Five important aspects of mass-communication for

defining the process –

Large audience

Undifferentiated audience composition

Some form of message reproduction

Rapid distribution and delivery

Low cost to the consumers

Process –

Sender – Message – mass media(channel) – gatekeepers -

Noise - mass audience(receivers) –feedback - effect

Unit-II

Types of communication,

Difference between communication & mass communication,

Use of communication.

On what basis

communication is

classified into different

types?

Communication

On the basis of methods

Verbal Non-verbal

On the basis of

Levels

Intrapersonal

Interpersonal

Group

Mass

Public speaking

On the basis of method –

Verbal

Non-verbal

Verbal/visual –Written form, Language, Face to face

Verbal/non visual - Recorded messages,

Announcements, Telephone

Non verbal/visual – cartoon, pictures, body language,

gestures

Non-verbal/non-visual – alarms, ambience music at

bars, clubs, hotels, tone of voice

Types of communication on the basis of levels

Intrapersonal Communication

Interpersonal Communication

Group Communication

Mass /communication

Public Speaking

Note on Group

communication

Communication – meaning, definition

Types of communication

Group communication

Interactional process

3 to 10 people

Focused on one job or task

Examples –

Discussion between members of some

planning committee

GD sessions of some academic curriculum,

board meeting

Communication in the group is always inter-dependent and

dynamic.

Note on Interpersonal

communication

Common form of communication

Between 2-3 people

Usually close physical proximity

Feedback

Communication is inter-dependent

Discussions with friend, co-worker, parent or boss..

Technology based interpersonal communication

Drawback – complicated because of preconceived

perceptions and non-verbal communication and lack of

feedback.

Short answer –

Importance of feedback

Information or message that is fed back to the sender

Importance in team work for situation monitoring and mutual support

To improve outcomes

Best form of feedback can be seen in interpersonal

communication..less hesitation and better connectivity between

individuals

Examples

Types – negative, positive, immediate, delayed

Short note on Oral

Communication

Meaning of message

Forms of messages – verbal, non-verbal

Verbal – oral or written word

Example – newspaper report, lecture

Oral communication is a part of verbal communication

Spoken word - oral communication

Visual/non-visual

Use of signs and symbols

Primary tool for expression and commonly used

used to inform, inquire, argue and discuss topics of all

kinds

In forming bonds and building relationships

SIGNIFICANCE /

IMPORTANCE OF

COMMUNICATION

Family bonding and relationships

Other forms of community life

Cultural, economic, social prosperity

Important in team process

For creating awareness of roles and responsibility.

UNIT 3

Various media of communication:

Books, magazine, newspaper, internet, satellite, television,

films, traditional media, other media.

NOTE ON FILMS

Technical definition – moving images, phi phenomenon, visual illusion

CGI, Graphics, animation, visual effects

Cinema – art of film-making and films

art of simulating experiences to communicate ideas, stories,

perceptions, feelings, beauty or atmosphere

Sensory stimulations

History of films –

Plastic films, projector

Optical analogous sound track

Current status – 17 billion $ to 32.7 $

FDI has increased

INTERNET

Net – worldwide system of computer networks

Uses the TCP/IP protocol

Private, academic, business and government networks

Optical, electronic and wireless technologies

It allows for –

Interpersonal communication through e-mail and instant

messaging;

group communication through, newsgroups/ discussion

boards/forums;

mass communication through the World Wide Web.

By the Advanced Research Projects Agency (ARPA)

Earlier known as ARPAnet

Further developed into WWW

Developed by Tim Berners Lee

Decentralized system for sharing documents anywhere in the

world

hacker ethic or net neutrality - This ethic holds that

information should be freely distributed and that individuals

should have as much control over computers as possible.

ENTERTAI-NMENT

COMMUNITY INTERACTION

NEWS

The content providers include –

Traditional media companies

• New media companies offering publications available only on the Web

Aggregator sites that offer help in navigating the Web

• individuals who have something they want to say.

Satellite Television

Works with the signals relayed from communication satellites

Consists of - Low noise block down converter and satellite

dish

Satellite television provides a wide range of channels and

services, especially to geographic areas without terrestrial

television or cable television

How does a satellite work

Making and maintaining these towers can be very expensive.

Also, the area to which a television tower can send signals is

small. This is why we need a satellite. It is used to send signals

to television sets all over the world.

In this entire broadcasting process, satellites behave only as

reflectors in the sky that gather and re-transmit television

signals.

History –

Came as Satellite Instructional Television Experiment in

1975.

1982 when Indian National Satellite (INSAT) was launched

Cable & Satellite television (C&STV) and transnational

content entered Indian households.

Both analog and digital signals of a satellite need compatible

receivers.

Free to air satellite channels are unencrypted and the pay

channels are encrypted ones and require a subscription.

Television

Attracts the largest number of audience

Dr. Rajendra Prasad inaugurated India's Television Service on

September 15, 1959,

Government owned medium

Doordarshan, India's national network has 41 major Kendras

(stations) with studios, production facilities and regular

programmes originating from the stations and 921

transmitters

It represents –

India‟s rich cultural heritage

And reflects the society

A mass educator

Growing middle-class

Technological innovations

Low cost of production and high revenue

Increased interest of global investors in TV sector

Advantages –

Most important medium to influence buying decisions

Personal medium.

Good growth prospects

Power to influence beliefs and opinion

Lack of government censorship

On the global front, the growth is slow

In lower socio-economic classes still the penetration is low

It still has a lot of scope to increase its

market share in India.

PRINT MEDIA

Started with woodblock painting in China

Johannes Gutenberg in the fifteenth century introduced

printing press

Books became easily available due to bulk printing

Advantages

In-depth reporting and analysis

Huge contribution in market share

New products in the industry –

3D printing, QR codes, E-papers

Service components in newspapers and a few

magazines –

Classified ads, tenders, garage sales, toll free nos., TV schedule,

Movies running in the theatres, circulation to remote areas,

customer service.

Types of Print Media

Books, comics, magazines newspapers, or pamphlets

NEWSPAPERS

In India – they are independent and privately owned.

4 major agencies - Press Trust of India (PTI), United News of

India (UNI), Samachar Bharti and Hindustan Smachar.

About 5,000 newspapers, 150 of them major publications,

Distribution process - In two phases – mid night edition and up

country edition

Advantages - Good reach, authentic information, good

advertising platform

Disadvantages – competition with the internet, often used for

propaganda and sometimes sow seeds of communal quarrels

Classification Of Newspapers – According To Coverage

Area

National

Regional/local

Regional – published daily, provide brief coverage of national

events and news. Sometimes the circulation is higher than the

national newspapers.

National – Attracts major national and regional advertisers.

Write an essay on traditional

media. (Long answer) or

Write an essay on Folk media.

Deeply influenced by agriculture, religion and seasons.

Songs, dances, fairs and festivals

They educate and entertain people

Definition -

The non electronic mediums which works as

part of our culture and as vehicles of

transmitting tradition from one generation

to another generation is called traditional

media.

Advantages –

Known audience

Natural and friendly environment

Messages are simple, content known, familiar

idioms

Never boring

These can be divided into the following:

traditional dance

drama

painting

sculpture

song

music

motifs and symbols

Ramleela, Nagada etc.

Unit-IV

Models of communication and mass communication –

Lasswell‟s, Shannon Weaver and Osgood.

Other –

SMCR, agenda setting and SR Model

Laswell Model of

Communication/Linear

Model

propounded by Harold Dwight Lasswell, the American

political scientist

Also known as Laswell or question formula of

communication

Who (says) What (to) Whom (in) What Channel

(with) What Effect?

There is no feedback and noise, only EFFECT!

(Demrit)

According to Lasswell there are three functions for

communication:

Surveillance of the environment

Correlation of components of society

Cultural transmission between generation

Assumptions – multicultural society, multiple audience and

multiple channels

And also this communication model is similar to

Aristotle‟s communication model.

Merit –

“Who” refers to the research area called “Control Analysis”,

“Says what” refers to “Content Analysis”,

“In which channel” refers to “Media Analysis”,

“To Whom” refers to “Audience Analysis”

“With What Effect” refers to “Effect Analysis”

Example:

CNN NEWS – A water leak from Japan‟s tsunami-crippled nuclear power station resulted in about 100 times the permitted level of radioactive material flowing into the sea, operator Tokyo Electric Power Co said on Saturday.

Who –TEPC Operator

What – Radioactive material flowing into sea

Channel – CNN NEWS (Television medium)

Whom – Public

Effect – Alert the people of Japan from the radiation.

Osgood and Schramme Model (Circular model)

Q. Explain in detail the communication model of

Osgood and Schramm. (Long answer)

Or

Communication is a 2-way process. Write. (Short

answer) –

Charles Egerton Osgood -American psychologist , while

Wilbur Schramm - one of the founding fathers of Mass

Communication field5

Communication is a 2 way process –Wilbur Schramme

sender and receiver are at interchangeable positions and

feedback is an essential component of this model.

interpretation goes on throughout

It can happen within our self or two people; like while

introspecting.

Merits –

Dynamic

Redundancy

No separate sender and receiver – less confusing

Feedback is central part

Demerit

Noise not included

never ending process

Only one sender and receiver

SHANON AND WEAVER model of

communication

"mother of all models.”

Introduced by Claude Shannon and Warren Weaver

Initially introduced for technical signal transmission study for

engineers.

Merits –

Simplest model

Widely used in social sciences and psychological studies

Well deals with physical noise

Demerits –

Deals only with physical noise

No inclusion of context*

More effective in interpersonal communication

* CONTEXT –

The physical, social and cultural condition of communication

Psychology of the participants

Also the time and place

Rules and Roles

class room, market or prayer hall, all have different rules to

follow

in family communication situation, father plays a leader‟s role.

In class room, students play the receiver‟s role.

SMCR – Sender, Message Channel

and Receiver Model /

Berlo‟s Model of Communication/

LINEAR MODEL

SR MODEL (Stimulus Response

Model)/

Linear Model

Introduced by Lowery DeFleur

Also called „hypodermic needle‟ or „magic bullet‟ model

Examples of the messages that the posters used during

world war

“WHY DON‟T I GO, THE 148TH BATALLION NEEDS ME”

followed by the pictures of war in the background.

Or

“Irishmen avenge the Lusitania – JOIN AN IRISH REGIMENT

TODAY”

Concept of selective exposure

Selective perception

Selective retention

AGENDA SETTING MODEL

Proposed by - Maxwell McCombs and Donald L. Shaw

People priorities news in the sequence set by

the media.

Level 1 – Issues are decided

Level 2 – characters are decided and worked upon /

gatekeeping

Level 3 - Priming/duration

Level 4 – framing/packaging/treatment

Unit-V

Mass media and modern society

Mass media and democracy

MASS MEDIA AND MODERN SOCIETY

products and prejudices

defines popular culture and establishes the norms in the

modern society

crime and criminal justice matters

complex and multi-faceted

multiple media formats

various media perspectives and agendas

Positive effects of mass media in Modern Society–

In touch with global community

Supports business development

Reduced the communication gap between the sender of

information and the audience

Helps in establishing self-identity through cultural exposure

Common topics of discussion

Negative effects of mass media in Modern

Society –

News commercialisation

Every citizen has become a journalist

Vulnerable news consumers – easy to form an opinion

Has the ability to form potential identity replicas

Women are often objectified

Can often leave the audience confused

Can lead to „moral panics‟

bad impact on kids

MEDIA AND DEMOCRACY

Democracy - representative government, elective

government, constitutional government, etc.

The public has the right to stay informed.

India‟s is the largest democracy in the world.

An agent between public and state, the Latin word

“medius” describes a status in the middle and that is exactly

where we can find media: between two entities of

communication.

Media is - „sword-arm‟ of democracy - can expose

the society as well as the government.

Access to information is essential to the democracy

because –

Citizens make responsible, informed choices

They can then keep a check on their political representatives.

DEMOCRACY believes in the empowerment of

individual and

MEDIA facilitates it through communication and

ensures freedom of expression.

Things that we should always remember as news

consumers in a democratic Indian society–

We must be able to differentiate between news and

propaganda, news and opinion

Follow the story and evaluate the sources

Trust multiple news brands

Be selective in our choice of news stories.

Be open to challenge our biases and assumptions

Be an aggressive news consumer