Introduction to Mass Communication

Definition of Mass Communication

• Defined as “who”, “says what”, “in which channel”, “to whom”, “with what effect”.
• Who: The communicator who delivers the message.
• Says what: Refers to the message that can be written, spoken, or shown.
• In which channel: The medium used, such as newspapers, radio, or television.
• To whom: The audience receiving the message.
• With what effect: The impact the message has on the audience, altering viewpoints or behaviors.

Functions of Mass Communication

• Media serves three primary functions: inform, educate, and entertain.
• News bulletins and reports provide updates on current events, serving to inform audiences.
• Educational programs aim to provide knowledge, like health information or agricultural techniques for farmers.
• Entertainment arises from programs, films, and music, captivating audiences.

Historical Context of Mass Communication

• The concept emerged in the 20th century, evolving from early news delivery methods like horseback riders and pigeons.
• Significant developments include:
  • Telegraph: Invented by Samuel Morse in 1835, enabled long-distance messaging via code.
  • Telephone: Introduced by Alexander Graham Bell in 1876, allowed voice transmission over wires.
  • Radio: Developed by Guglielmo Marconi in 1901, distributed voices across long distances.
  • Television: Invented by John Logie Baird in 1920, combined voice and visual content.

Mass Media Forms

• Mass media encompasses various channels:
  • Newspapers, magazines, advertising, films, radio, television, and the internet.
• Each medium serves as a vehicle for communication, reaching broad audiences effectively.

Impact of Mass Media

• Mass media profoundly influences society, encouraging consumer behavior through advertising.
• Government utilized radio during India's early independence to improve agricultural practices, leading to the Green Revolution.
• Campaigns like polio vaccination were made effective through public awareness generated via mass media.

Photography and Films

• Photography, developed by Nicephore Niepce and Louis-Jacques-Mande Daguerre in the 19th century, transitioned from black-and-white to digital images.
• Motion Pictures: Originated from still photography, motion pictures or “movies” were developed using rapid projection technologies.
• The Lumiere brothers significantly contributed to the early film industry by introducing moving pictures, including in India.

Traditional Media

• Traditional media encompasses local forms of expression, like storytelling, folk songs, street theatre, and puppetry.
• Unlike mass media, participants in traditional media are familiar with each other, creating a more personal environment.
• Events like Ram Lila showcase traditional storytelling practices that maintain cultural relevance over time.

Convergence in Media

• The term ‘convergence’ refers to the merging of distinct technologies, industries, or cultural practices, resulting in shared experiences across various media platforms.