COMMUNICATIONCommunication is the process of sharing ideas, information and messages with others in a particular time and place. Is the process in which the message moves from source to destination? According to Harold Lasswell (political scientist & communication theorist), communication is “Who says, what, in which channel, to whom , and with what effect.

Communication includes:1. Writing and talking2. Nonverbal communication (such as facial expressions, body language, gestures)3. Visual communication (images, pictures, painting, photography, video, film)4. Electronic communication (telephone calls, e-mails, cable tv, satellite broadcasts)

Communication Principles• Communication begins with the self• It involves others• It has both a content and a relational dimension

“Sit down”“Would you care to be seated?”

• It is complicated• Its quantity does not increase its quality• It is inevitable, irreversible and unrepeatable• Communication Has Purpose & it is often continuous• Communication messages vary in conscious thought• Communication is guided by culture

Communication Functions Information Dissemination Instruction Persuasion Debate and discussions Cultural promotion Integration Entertainment Transmission of knowledge Social contact

Communication toolsCommunication equipments in businesses

1. Fax machines2. Video cameras

3. Cd players4. Printing presses5. PCs6. Telephones7. Internet8. Spokespersons9. Newspapers, printing materials, press releases

COMMUNICATION PROCESSIt’s a very basic lesson but also perhaps the most imp lesson. It serves as the foundation and understanding on how communication process works and how to apply it to everyday situations. That serves as the foundation of all other communication skills. It helps in improving professional and personal communication skills.What is the Goal of Communication?The actual goal of communication is to create a shared meaning. Whatever message we sent must be accurately received.

BASIC COMPONENTS of COMMUNICATION PROCESSYou have the Sender, who uses verbal and non-verbal means to initiate communication. They have a message, the verbal and non-verbal expression of the sender’s purpose. Then there is a receiver, the target of the sender’s communication. They can be listener or observer or both. But there is problem with the model. We don’t usually communicate in such a uni-directional manner. A one-way version of communication.

Encode, Decode• There is more to the process.• The Sender/Receiver needs to encode their msg.• The Receiver/Sender encodes their feedback.• On the sending side, they need to encode their msg in such a way that it gets

received correctly.• On the receiving end, they need to decode the msg correctly as well.• Encoding is the sender’s selection of the means of expression. E.g How do I shape that

smile? What kind of tone do I put in my hello?Do I record the msg in English?• Decoding is how the receiver gives meaning to the msg in their own perception.

Interference• Decoding could be the hardest.• Why? Due to Interference.• Interference is anything that disrupts or prevents the receiver’s interpretation of the

sender’s message as the sender intended it.

• E.g. may be I am not feeling well, which makes my Hello sounds erratic and receiver decodes it as sarcastic. And their feedback may be a puzzled expression.

• That make the sender reiterate the message to make it accurately understandable.

Context• It becomes little more complicated if we add the idea of context.• It brings in more potential interference.• It is the physical, social, psychological and time elements in which the

communication takes place.• How can it effects the msg?• e.g. if a person had a bad day and I come in and say hello. He might not be in a state

of mind to receive my msg in a way that I intended.

Components/Elements of Communication ProcessThe main components of communication process are as follows:

• Context - Communication is affected by the context in which it takes place. This context may be physical, social, chronological or cultural. Every communication proceeds with context. The sender chooses the message to communicate within a context.

• Sender / Encoder/Source - Sender / Encoder is a person who sends the message. A sender makes use of symbols (words or graphic or visual aids) to convey the message and produce the required response. For instance - a training manager conducting training for new batch of employees. Sender may be an individual or a group or an organization. The views, background, approach, skills, competencies, and knowledge of the sender have a great impact on the message. The verbal and non verbal symbols chosen are essential in ascertaining interpretation of the message by the recipient in the same terms as intended by the sender.

• Message - Message is a key idea that the sender wants to communicate. It is a sign that elicits the response of recipient. Communication process begins with deciding about the message to be conveyed. It must be ensured that the main objective of the message is clear.

• Medium - Medium is a means used to exchange / transmit the message. The sender must choose an appropriate medium for transmitting the message else the message might not be conveyed to the desired recipients. The choice of appropriate medium of communication is essential for making the message effective and correctly interpreted by the recipient. This choice of communication medium varies depending upon the features of communication. For instance - Written medium is chosen when a message has to be conveyed to a small group of people, while an oral medium is chosen when spontaneous feedback is required from the recipient as misunderstandings are cleared then and there.

• Recipient / Decoder - Recipient / Decoder is a person for whom the message is intended / aimed / targeted. The degree to which the decoder understands the message is dependent upon various factors such as knowledge of recipient, their responsiveness to the message, and the reliance of encoder on decoder.

• Feedback - Feedback is the main component of communication process as it permits the sender to analyze the efficacy of the message. It helps the sender in confirming the correct interpretation of message by the decoder. Feedback may be verbal (through words) or non-verbal (in form of smiles, sighs, etc.). It may take written form also in form of memos, reports, etc.

Contexts of communicationThe environment in which communication takes place is called the context of communication. Some of the important contexts are discussed below:

1. Intrapersonal communicationCommunication that takes place within oneself is called intrapersonal communication. Conversation with self and planning or thinking about

the schedule of your study for an examination, are the examples of intrapersonal communication.

2. Interpersonal communicationIt is the process in which communication takes place between two or a small group of persons. Interpersonal communication always takes place into a face to face situation and the communicator and destination are known to each other.

3. Mass CommunicationMass communication is the one in which the message is sent simultaneously to a greater number of people through a mass medium ike radio, tv or newspaper. The receivers of the mass communication are separated, heterogeneous and unknown to each other as well as to the communicator. The process of feedback in this type of communication is mostly slow and delayed.

4. Extrapersonal communicationWhen human beings communicate with non-human things, this is called extrapersonal communication. For example, communication with animals, plants etc.

5. Group CommunicationWhen communication takes place between groups of people, it is known as group communication. West and Turner say that a group comprises three to eight people.

6. Organizational CommunicationThe communication within an organization or between organizations is termed as organizational communication. The official correspondence falls into this category.

7. Inter-cultural CommunicationCommunication among sub-cultures or different cultures physically away from one another is called inter-cultural communication. This type of communication is usually carried out with the help of mass communication.

BARRIERS OF COMMUNICATION1. Physical hurdles/impediments

2. Psychological hurdlesa. Field of experienceb. Cognitive dissonancec. Frame of referenced. Misunderstandinge. Stereotypesf. Restricted experienceg. Culture, norms and valuesh. Semantic hurdles

BEHAVIOURAL COMMUNICATION• Communication occurs in many guises. It occurs in English or urdu or

sign language, body language, emotions. Fourth form of communication is through BEHAVIOUR. It can be more problematic because individuals who use this unconventional form of communication are often unable to communicate themselves. There is a logical reason behind behavior adopted and message communicated. Misbehaviour may not seems productive or rational from our point of view but it must be understood by the other person’s pov. Communication behaviours/Behavioual communication.

• A psychological construct that addresses people's use of day-to-day behaviors as a form of communication.

• Specifically, it refers to people's tendency to express feelings, needs, and thoughts by means of indirect messages and behavioral impacts.

• Any behavior (or its absence when one is expected) may be judged as communicative if it has the intent to convey a message.

• E.g, an expressive hairstyle, a show of a certain emotion, stonewalling (emotional withdrawal), or simply doing (or not doing) the dishes all can be means by which people may convey messages to each other.

Different types of communication behaviorInstead of focusing on the right way to communicate all the time, focus on the situations where you are likely to communicate in certain ways

and determine if your communique would be better received if delivered differently. Our thoughts and feelings are constantly communicated to others whether we aware of it or not. There are 4 different types of communication behavior.

• Aggressive CommunicationAggressive communication tends to violate the rights of others. It is not uncommon for aggressive communicators to be verbally or physically abusive, or both. Aggressive communication is typically the result of low self-esteem, often caused by past physical or emotional abuse, unhealed emotional wounds, and feelings of powerlessness. Aggressive individuals display a low tolerance for frustration, use humiliation, interrupt frequently, and use criticism or blame to attack others. They use piercing eye contact, and are not good listeners.

• Aggressive people express statements implying that:E.g. The other person is inferior, wrong, and not worth anything

• The problem is the other person’s fault• They are superior and right• They will get their way regardless of the consequences• The other person ‘owes’ them.

• Passive CommunicationPassive communication avoids expressing opinions or feelings, protecting one’s rights, and identifying or meeting one’s needs. People who communicate passively usually have poor eye contact and slumped body posture, and tend to speak softly or apologetically.

• When passive people talk, they usually convey one of the following: e.g.• “I’m unable to stand up for my rights.”• “I get stepped on by everyone.”• “I’m weak and unable to take care of myself.”• “People never consider my feelings.”

• Assertive Communication

AC clearly states one’s opinions, feelings, & firmly advocates for his rights & needs without violating the rights of others. Assertive communication is the result of high self-esteem. They value themselves, their time, & their emotional, spiritual, & physical needs. They are strong advocates for themselves — while being very respectful of the rights of others. Assertive people feel connected to other people. They are in control of their emotions and speak in calm and clear tones. They are good listeners, maintain good eye contact and create a respectful environment for others, and do not allow others to abuse or manipulate them.

• When assertive people communicate with others, they send the messages:

• “I am confident about who I am.”• “I cannot control others, but I control myself.”• “I know I have choices in my life, and I consider my options. I am fully

responsible for my own happiness.”

• Passive-Aggressive CommunicationPassive-aggressive person uses a communication style in which the individual appears passive on the surface, but is really acting out anger in a subtle, indirect, or behind-the-scenes way. Passive-aggressive communication usually has an undercurrent of powerlessness, feeling stuck, and resentful. People who are passive-aggressive are often alienated from others, feel incapable of dealing directly with the object of or the person whom they resentments. Instead, they express their anger by subtly undermining the real or imagined object/person whom they resentment. Frequently they mutter to themselves instead of confronting another person. They often smile at you, even though they are angry, use subtle sabotage, or speak with sarcasm.

• When passive-aggressive individuals communicate, they send the following messages:

• “I’m weak and resentful, so I sabotage, frustrate, and disrupt.”• “I’m powerless to deal with you head on so I must use Guerrilla

warfare.”

• “I will appear cooperative, but I’m not.”

Models of Communication A model is a representation of real world phenomenon in more abstract terms, which can be applied to different forms at different times.Communication ModelsHow we try to understand communicationWhat are models?

• Drawings• Charts• Diagrams• Pictograms• Schematics• Cartoons

Why are models useful?They help simplify complex ideas

– For teaching purposes– For evaluation purposes

• They offer an organized way of looking at a complex processWhat makes a model “good”?

• All the main points of the relationship or process are described• The description is simple and clear• The description contains as little textual explanation as possible

The Shannon and Weaver Communication Model (Linear Model)

Shannon and Weaver’s (1949) model includes noise or interference that distorts understanding between the speaker and the listener.In 1948, Shannon was an American mathematician, Electronic engineer and Weaver was an American scientist both of them join together to write an article in “Bell System Technical Journal” called “A Mathematical Theory of Communication” and also called as “Shannon-Weaver model of communication”.This model is specially designed to develop the effective communication between sender and receiver. Also they find factors which affecting the communication process called “Noise”. At first the model was developed to improve the Technical communication. Later it’s widely applied in the field of Communication.The model deals with various concepts like Information source, transmitter, Noise, channel, message, receiver, channel, information destination, encode and decode.

• Schramm (1955) in Wood (2009) came out with a more interactive model that saw the receiver or listener providing feedback to the sender or speaker. The speaker or sender of the message also listens to the feedback given by the receiver or listener. Both the speaker

and the listener take turns to speak and listen to each other. Feedback is given either verbally or non-verbally, or in both ways. 

• This model also indicates that the speaker and listener communicate better if they have common fields of experience, or fields which overlap (please refer to Figure 1.4): 

Noise in the Modified Shannon and Weaver Model• Physical:

– Occurrences in the physical surroundings or in the media that can distort a message• Physiological:

– Physical discomfort in the body of either the sender or the receiver• Psychological:

– Negative feelings in the mind of either the sender or the receiver• Perceptual:

– Incorrect perceptions of the message and the receiver by the sender, and vice-versa• Semantic:

– Misinterpretation of words and sentences by the sender or receiver

Practical Example of  Shannon-Weaver model of communication :Thomson made call to his assistant “come here I want to see you”.  During his call, noise appeared (transmission error) and his assistant received “I want” only. Again Assistant asked Thomson (feedback) “what do you want Thomson”.Sender       :   ThomsonEncoder     :   Telephone (Thomson)Channel     :   CableNoise          :   Distraction in voiceReception  :   Telephone (Assistant)Receiver     :   Assistant.Due to transmission error or noise, Assistant can’t able to understand Thomson’s messages.*The noise which affect the communication flow between them.

Criticism of Shannon-Weaver model of communication :1.       One of the simplest model and its general applied in various communication theories2.       The model which attracts both academics of Human communication and Information theorist to leads their further research in communication3.       It’s more effective in person-to-person communication than group or mass audience4.       The model based on “Sender and Receiver”. Here sender plays the primary role and receiver plays the secondary role (receive the information or passive)5.       Communication is not a one way process.  If it’s behaved like that, it will lose its strength. For example: Audience or receiver who listening a radio, reading the books or watching television is a one way communication because absence of feedback6.       Understanding Noise will helps to solve the various problems in communication

Berlo’s SMCR ModelIn 1960, David Berlo expanded Shannon and Weaver's 1949 linear model of communication and created the Source-Message-Channel-Receiver (SMCR) Model of Communication. The SMCR Model of Communication separated the model into clear parts and has been expanded upon by other scholars.

The berlo’s model follows the smcr model this model is not specific to any particular communication.

Elements:SOURCE

– Communication skills– Attitudes– Knowledge– Social system– Culture

MESSAGE– Content– Elements– Treatment– Structure– Code

CHANNEL– Seeing– Hearing– Touching– Smelling– Tasting

RECEIVER– Communication skills– Attitudes

– Knowledge– Social system– Culture

• Source : The source is were the message originates.• Communication skills  – It is the individual’s skill to communicate (ability to read, write,

speak, listen etc…)• Attitudes   – The attitude towards the audience, subject and towards one self for e.g. for the

student the attitude is to learn more and for teachers wants to help teach.• Knowledge - The knowledge about the subject one is going to communicate for e.g.

whatever the teacher communicates in the class about the subject so having knowledge in what you are communicating.

• Social system  – The Social system includes the various aspects in society like values, beliefs, culture, religion and general understanding of society. It is were the communication takes place.

• For e.g. class room differs from country to country like behaviors, how we communicate etc.• Culture : Culture of the particular society also comes under social system.• All to this model, only if you have the above in the proper or adequate proportion v can

communicate.• Encoder : The sender of the message (message originates) is referred as encoder, so the 

source is encoding the message here.• Message • Content  – The beginning to the end of a message comprises its content for e.g.  From

beginning to end whatever the class teacher speaks in the class is the content of the message.

• Elements  – It includes various things like language, gestures, body language etc, so these are all the elements of the particular message. Content is accompanied by some elements.

• Treatment   – It refers to the packing of the message. The way in which the message is conveyed or the way in which the message is passed on or deliver it.

• Structure - The structure of the message how it is arranged, the way you structure the message into various parts.

• Code - The code of the message means how it is sent in what form it could be e.g. language, body language, gestures, music and even culture is a code. Through this you get/give the message or through which the communication takes place or being reached.

• Channel -   It is nothing but the five senses through this only we do. The following are the five  senses which we use, Hearing, Seeing, Touching, Smelling, TastingWhatever communication we do it is there either of these channels.

• Hearing : The use of ears to get the message for e.g. oral messages, interpersonal etc.• Seeing : Visual channels for e.g. TV can be seen and the message is delivered.• Touching : The sense of touch can be used as a channel to communicate for e.g. we touch

and buy food, hugging etc.• Smelling : Smell also can be a channel to communicate for e.g. perfumes, food, charred smell

communicates something is burning, we can find out about which food is being cooked etc.• Tasting  : The tongue also can be used to decipher e.g. Food can be tasted and

communication can happen.• Decoder  : Who receives the message and decodes it is referred to as decoder.• Receiver : The receiver needs to have all the thinks like the source.• This model believes that for an effective communication to take place the source and the

receiver needs to be in the same level, only if the source and receiver are on the same level communication will happen or take place properly. So source and receiver should be similar

• For e.g. Communication skills on source side is good then the receiver should equally have good listening skills.

• We cannot say the entire message passed doesn’t reaches the receiver has it is because the receiver may not good in listening, so only for the effective communication the source and the receiver to be in the same level.

Criticism of berlo’s smcr model of communication:• No feedback / don’t know about the effect• Does not mention barriers to communication• No room for noise• Complex model• It is a linear model of communication• Needs people to be on same level for communication to occur but not true in real life• Main drawback of the model is that the model omits the usage of sixth sense as a channel

which is actually a gift to the human beings (thinking, understanding, analyzing etc).

Harold Dwight Lasswell (February 13, 1902 — December 18, 1978)

Harold Dwight Lasswell, the American political scientist states that a convenient way to describe an act of communication is to answer the following questions

• Who• Says What• In Which Channel• To Whom• With what effect?

This model is about process of communication and its function to society, According to Lasswell there are three functions for communication:

• Surveillance of the environment• Correlation of components of society• Cultural transmission between generation• Lasswell model suggests the message flow in a multicultural society with multiple

audiences. The flow of message is through various channels. And also this communication model is similar to Aristotle’s communication model.

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 OperatorWhat – Radioactive material flowing into seaChannel – CNN NEWS (Television medium)Whom – PublicEffect – Alert the people of japan from the radiation.

Advantage of lasswell model:• It is Easy and Simple• It suits for almost all types of communication• The concept of effect

Disadvantage of lasswell model:• Feedback not mentioned• Noise not mentioned• Linear Model

 

SCHRAMM’S LINEAR MODEL OF COMMUNICATION(1954)

• BACKGROUND• THE PROPONENT Wilbur Schramm (1907-1987) The founder of the academic field of communication First Professor of communication• Schramm’s Communication Model• Based on Shannon & Weaver’s prior mathematical model.• the Fields of Experience• Role of Exchangeability• Feedback loops• Definition of Terms• Encoding• Decoding• Interpreting• Message• Source• Destination• Signal• Feedback• Schramm’s Model of Communication

• Feedback “the return process in which the originator of a message also acts as the recipient of a message resulting directly from the first message” – Tannenbaum

• Two Sources of Feedback • The message returning to the originator of the first message from the recipient (originated

with Ferdinand de Saussure – 1915)• People are constantly monitoring their personal communication behavior and evaluating it

– what is sometimes called “self-monitoring”.• * Feedback can initiate from sender or receiver.

Schramm’s Field of Experience Model

STRENGTHS• The model provides an additional perspective which is the ‘field of experience’• Included feedback, context and culture• Adapted by other model designers

WEAKNESS• Does not include multiple levels of communication• Why is this important?• Applying Communication to Educational Communication• Being able to identify noise• Helping Create Overlapping fields of experiences

IN TR OD UC TI ON

Mass Communication involves communication with the mass audiences and hence the nameMass Communication. When we are thinking, it is intrapersonal communication, when there is face-to-face conversation between two people it is interpersonal communication, college lecture or speech would be an example of group communication, but there is another level of communication when we read newspapers, magazines, listen to Radio or watch TV. This would be called ‘Mass communication’ as the message is reached to the masses through different media. 

1.2 MEANING OF MASS COMMUNICATION

Mass Communication is defined as ‘any mechanical device that multiples messages and takes it to a large number of people simultaneously’. Face to face conversation is called interpersonal communication, a college lecture or a public speech will be examples of group communication, when we are involved in thinking process, and it is intra-personal communication. In addition to all these types of communication we also indulge in yet another level of communication when ad newspapers, magazines or books, were listening to radio or watch TV. As the message is communicated to a very large number of people or to a mass of people, it is called Mass communication.Mass communication is unique and different from interpersonal communication as it is a special kind of communication in which the nature of the audience and the feedback is different from that of interpersonal communication.‘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.’

Both mass communication and mass media are generally considered synonymous for the sake of convenience. The media through which messages are being transmitted include radio, TV, newspapers, magazines, films, records, tape recorders, video cassette recorders, internet, etc. and require large organizations and electronic devices to put across the message. Mass communication is a special kind of communication in which the nature of the audience and the feedback is different from that of interpersonal communication. Mass communication can also be defined as ‘a process whereby 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 form 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. ‘Anonymous’ 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. Finally, the individual members forming a mass are not united. They have no social organization and no customs and traditions, no established sets of rules, no structure or status role and no established leadership.

IMPORTANCE OF MASS COMMUNICATION

-Mass Communication Informs

-Mass Media Entertains

-Mass Communication Persuades

-Mass Communication Binds

-Popularity of Mass Media

The mass media have an important role in modern democratic society as the main channel of communication. The population relies on the news media as the main source of information and the basis on which they form their opinions and voting decisions. Any selection of messages in the mass media will thus have a profound effect on the entire society. Competition has become increasingly keen in the area of the mass media as they keep fighting for the attention of the readers, listeners, and TV-viewers. The life and death of each newspaper and TV station is at stake here when the income from advertising and sponsoring is proportional to the number of readers or viewers. The printed media have problems competing with the electronic media as sources of news. In order to survive, they are increasingly turning to other strategies such as entertainment, titillation (excite), scandal mongering (selling), and spreading fear and spending fewer resources on serious researching of news. This is not only about the survival of the fittest of the news media; it is also about cultural selection and political selection. The news media are the most important channels for the propagation of culture, ideas, and opinions. Most opinion formation takes place when people sit and watch news and debates on television. Analyzing the cultural selection in the electronic information society, we find that an important part of the selection lies in the choice between TV channels. Millions of lazy viewers sit in their comfortable armchairs with remote controls in their hands zapping between action films, revivalist preachers, and commercials for a new fragrance, hardly realizing that by choosing which cultural and political influences they expose themselves to, they also chose the cultural and political evolution of their country. It is very important to analyze which selection criteria are in effect here. The electronic media are first and foremost pacifying (peacemaking). It is a relaxation machine, and the viewer wants to be entertained. The faces on the screen are not chosen for their opinions but for their entertainment value. TV stations do not compete on ideologies but on sense impressions. An extreme example is music videos, satiated with fast changing sense impressions in sound as well as in pictures.

Media scientists have often discussed how much influence the media have on people's opinions. People tend to selectively read what they already agree with and to rationalize their preformed opinions in the face of contrary arguments. Experimental evidence seems to indicate that the mass media have little power to change people's opinions on issues for which they already have formed a strong opinion, but they have a profound influence when it comes to setting the agenda and priming people on new issues. We live in the age where mass communication performs certain functions that are useful to us. It is through mass communication that millions of audience is exposed to a variety of messages each day. While many consumers of media are satisfied with any single channel of mass communication, there are others who seek exposure to more than one channel. There is increasing anxiety about the adverse effect of mass communication on society in general and individuals in particular. In spite of limited reach, mass communication is so central to society that life seems inconceivable without mass media. They

inform and shape our social life. Their influence is positive if they are able to fulfill the information and entertainment needs of the people in accordance with the existing norms, values and culture in society. Usually, the mass communication messages are positive like conveying messages for communal harmony, peace, anti-terrorism, anti-social evils, anti-drugs, etc. The newspaper can influence the people to a large extent creating awareness and political development. Broadcasting under government control can be used for the purpose of education, social change and development of the society. Films can bring forward unhealthy social issues of our society and promote peace and harmony within communities. Thus, these mass media can contribute immensely towards nation development and social awareness. Media like television and cable television can sometimes have bad effect in our society. The audience of these media are watching everything being telecasted in hope of entertaining themselves, be it violence, vulgarity, etc. besides this, advertising also leaves images and impact on young minds. They give children a materialistic world, which desires unaffordable things. Also too much of television watching is creating health problems of obesity and diversion from studies, sleep and eating proper diet. Mass communication does influence (and even reflect) social values and practices, but this influence is always in combination with a whole lot of other socio-cultural and economic and political factors. By themselves, the media have little power to influence, change and develop. For example, Hindi films may start fashions for men and women in the areas of clothes, hairstyles, manner of speech, manner of greeting, or ways of socializing. We may even go to the extreme of acting out what we see or hear in the mass media, say a violent gesture or protest, but it takes much more than film or TV to change our social and cultural values.

SUMMARY

The primary function of communication is to inform, instruct/educate, entertain, and influence/persuade people to make them function smoothly and effectively. Besides, communication has a secondary function to perform as well, through debates and discussion, cultural promotion and integration; it fosters consensus, creativity, and understanding amongst people, groups and societies so that they live in peace and harmony. The mass media have an important role in modern democratic society as the main channel of communication. The population relies on the news media as the main source of information and the basis on which they form their opinions and voting decisions. Any selection of messages in the mass media will thus have a profound effect on the entire society. Competition has become increasingly keen in the area of the mass media as they keep fighting for the attention of the readers, listeners, and TV-viewers. The life and death of each newspaper and TV station is at stake here when the income from advertising and sponsoring is proportional to the number of readers or viewers. The printed media have problems competing with the electronic media as sources of news. In order to survive, they are increasingly turning to other strategies such as entertainment, titillation, scandal mongering, and spreading fear and spending fewer resources on serious researching of news. This is not only about the survival of the fittest of the news media; it is also about cultural selection and political selection.

Defining Mass Media

According to Wilbur Schramm ‘a mass medium is essentially a working group organized around some device for circulating the same message, at about same time, to a large number of people’.

From this definition, let us know that there is a well-organized system behind each mass medium. For example, a newspaper is produced everyday with the collective efforts of a lot of people using various information sources ranging from local reporters to international news agencies. Same is the case of distribution of the newspaper also. Everybody from circulation manager to local newspaper boy is actively engaged in smooth circulation of each copy of a newspaper. Moreover, every county has its own policy, laws, and telecommunication systems to facilitate mass media. In this sense, the production of a mass medium is the result of a well-organized system.

And, the messages are disseminated to a large number of people i.e. mass. They are called the audience. No media can sustain without a sufficient audience. We learned the characteristics of mass audience in the earlier unit.

The definition again talks about devices of circulating messages. These devices are technological means through which messages are communicated to the audience. Devices include printed documents, television, radio, DVD, cassettes, the internet etc.

Characteristics/Nature of Mass Communication

From the above model of mass communication, it is easy to identify the following features of mass communication.

1. Mass communication experience is public one. It means that anybody can be a part of this communication process at any time without much effort or permission.

2. It is a mediated communication act. Nature of the media involved in the process defines the mediation in mass communication. For example, television can transmit a news instantly as it is a fast medium, newspaper takes to bring the same news report to the public because of its limitations. This is how nature of the media defines the mediation process in mass communication.

3. Mass communication is filtered communication. This filtering processing is called gatekeeping.

For example, a news report in a newspaper or on a television channel filtered or controlled at different level by reporter, sub editor, news editor, editor.

4. It is the most complicated form of communication as it involves complex technology like satellites digital networks, management structure, marketing chain etc.

5. Mass communication can alter the way the society thinks about events and attitudes.

6. Mass communication experience is transient (short living). It means that once you used a message (for example, a news report or a film) you may not use it again. The message is meant to be used once and it is gone. Who will read yesterday’s newspaper?

In short, it is a short duration message for immediate consumption.

7. Mass communication is most often remains as one-way communication. As receivers, how many of us write letters to editor (sender)? A very few. But, in interpersonal communication, senders and receivers are in active conversation sending feedback to each other.

8. Unlike other communicators, mass communicators can’t see their audience. Karan Tapar or Pranoy Roy, the leading television personalities in India know that their programmes are watched by millions of Indians. But, they can’t see how people respond or react while watching their presentations. That’s why they can’t change the style of presentation or mode of communication instantly as we do in interpersonal or group communication.

9. Directs messages toward relatively large, heterogeneous and anonymous audience.10. Messages are transmitted publicly (no privacy).11. Feedback is indirect, non-existent or delayed12. Cost per exposure per individual is minimum13. Source belongs to organization or institutions15. Involves good deal of selection that is, medium chooses its audience (newspaper for literates) and audience choose media (poor, illiterates select radio)14. Communication is done by social institutions which are responsive to the environment in which they operate.

Key differentiators between Mass Communication and JournalismThe circulation of information to a wide range of populace remains the key function of mass communications whereas journalism requires investigation and coverage of any incident, occurrence or contemporary(modern) affairs, through mass media like the print, televise or new media, whereby millions of people all through the world may be able to know what is happening all over the world.

Problems of Journalism in developing countries

• Journalism plays a vitol role• It’s a central nervous system

• Media network allows public and representatives to interact on a rapid, responsive and representative basis

• Journalism participates in political, economic, religious, cultural aspects of society• Serves society in information, persuasion, guidance, entertainment, analyzing spheres

SOCIAL FACTORS INFLUENCING JOURNALISM

THESE FACTORS AND FUNCTIONS FACE DIFFERENT PROBLEMS• Physical and geographical characteristics• Technological competencies• Cultural traits• Economic conditions• Political philosophies• Qualities of media• Government policies• Acts and ordinancies • Press advice etc

New trends in Journalism• Future of journalism is a chain of changes• Study and research growing in modern journalism• Pace of development• Computer • Changes in paper,• Printing processes• Satellites• Technological revolution• Wired broadcasting• Laser fibre optics• Point to point transmission• Specialists- personalised, specialized information• Narrower fields of expertise• News gathering• Facts finding• Dissemination of information• These trends have led to RAPID, ACCURATE, UP TO DATE FLOW OF INFORMATION