Mass Communication PDF

# COMMUNICATION ## MASS COMMUNICATION @UNIFY STUDY PAPER 1 THULASI BHARATHI - Mass media is the means of public communication reaching to the large, scattered, heterogeneous and anonymous audience at the same time. - Mass media have been proved a boon to human society. - Mass media is communicatio...

# COMMUNICATION ## MASS COMMUNICATION @UNIFY STUDY PAPER 1 THULASI BHARATHI - Mass media is the means of public communication reaching to the large, scattered, heterogeneous and anonymous audience at the same time. - Mass media have been proved a boon to human society. - Mass media is communication that is to a large group, or groups, of people in a short time. - This can be written, spoken or broadcast communication. - Some of the most popular forms of mass media are newspapers, magazines, radio, advertisements, social media, television, internet, and films/movies. ## Types of Mass Media - **Traditional Media** - **Print Media** - **Electronic Broadcasting Media** - **Outdoor Media** - **Transit Media** - **New Media** (Digital Media) ## Traditional Media - Traditional media is considered as the oldest forms of media which transfers culture and tradition from generation to generation. - Communication tools have been developed over some time from customs, rituals, beliefs and practices of society. - There are various forms of traditional media: - Folk Arts and Music - Theatres and Drama - Fairs and Festivals ## Print Media - Print Media is the print form of information which is provided to the larger audience. - There are various forms of Print Media: - Newspapers - Magazines, Periodicals and Journals - Books, Novels and Comics ## Electronic Broadcasting Media - Distribution of content and information through audio and visuals using the electronic broadcasting medium is called Broadcast. - Broadcast media is a useful medium of the spread of news and information to even illiterate people and persons having a listening problem or eyesight problem as well. - There are various Electronic Broadcasting Medium: - Film - Television - Radio ## History of Electronic media in India - The history of electronic media in India can be traced back to the early 20th century when the first radio stations were established. - The first radio station in India was established in Bombay in 1923 by the Radio Club of Bombay. - The Indian Broadcasting Company (IBC) was formed in 1927 and began broadcasting regular programs in 1930. - In 1936 the IBC was nationalized and renamed **All India Radio (AIR)** - Television was introduced in India in 1959 with the launch of an experimental station in Delhi. - Regular television broadcasts began in 1965 and **Doordarshan**, the national broadcaster, was established in 1975. - Doordarshan started with a single channel but expanded to multiple channels in the 1980s. ## Outdoor Media - Transmitting information and news when the public is outside their homes are also known as **Outdoor Media** or **Out of Home Media**. - The importance of outside media is that it provides information related to new products, social information or advertisement purposes to the masses. - Various forms of Outdoor are: - Signs and Placards - Posters - Banners and Wallspace ## Transit Media - Transit media revolve around the concept of advertising when customers are out of home and are going through any transport or on the go to public places. - Advertisements are displayed on the public transport and vehicles on which brand promotion of a product and services take place. - Forms of Transit media are: - Bus Advertising - Taxi Advertising - Rail Advertising ## New Media (Digital Media) - The invention of the Internet and the World Wide Web opened up several new avenues for mass communication which include e-mail, websites, podcasts, e-books, blogging, social networking sites, Internet Protocol Television, Internet radio and the like. - These kinds of online and digital means of producing, transmitting and receiving messages are called **new media**. - Digital media is a two-way communication as users being active producers of content and consumers of content and information. - Digital or new media can be text, audio, graphics and video. - Digital Media (New Media) forms are: - Emails - Websites - Social Media and Networking sites like Facebook, Twitter, YouTube, etc. - Blogging and Vlogging - E-forums and E-books - IPTV (Internet Protocol TV) - Digital Videos - Virtual world and Reality - Webcast and Podcast - Internet Radio ## Responsibilities of Mass Media - Mass media have a responsible role to play in fostering democracy, plurality and communal harmony through the functions listed below. - Information and Education. - Socialisation - Entertainment - Political awareness - Cultural transmission - Catalyst to development ## Objectives of Mass Media - The main objectives of mass media are as follows: - Information - Education - Entertainment - Persuasion ## Culture and Mass Media - Culture refers to the beliefs, customs, values, behaviors, and artifacts shared by a group of people influencing their way of life and shaping their identity. - Soaps, sitcoms, and comics are commonly associated with popular culture. - Popular culture refers to cultural products, activities and entertainment that are widely accessible and enjoyed by the general public. - It includes elements that are consumed, produced, and shared by a large and diverse audience. - Soaps (soap operas) are television dramas that typically feature ongoing storylines about the lives and relationships of characters. - Sitcoms (situation comedies) are television series that present humorous and light-hearted situations centered around a set of characters. - Comics, on the other hand, refer to visual storytelling mediums such as comic books, graphic novels, and comic strips. - These forms of entertainment are often designed to appeal to a wide audience and are consumed and enjoyed by people from various backgrounds and demographics. - They are part of popular culture because they have broad appeal and are consumed by a significant portion of society. ## Highbrow, Middlebrow and Lowbrow Culture - High-brow culture refers to cultural products and activities that are considered sophisticated or intellectually challenging and are often associated with high art or elite audiences. - Middle-brow culture typically refers to cultural products that fall between high-brow and low-brow culture often targeting a middle-class audience. ## Highbrow Cultural Communication - Classical music is equated with highbrow cultural communication. ## Mass Media and Audience - Those who want to escape from daily routine are those who appreciate **lowbrow** mass media. - Those who are much sophisticated and have a deeper understanding of the medium and who are intellectually satisfaction oriented, are people who appreciate the **middlebrow** mass media. - And those who can distinguish between good and bad films are those who appreciate **highbrow** mass media. ## Soaps, Sitcoms and Comics - Soaps, sitcoms, and comics are part of **popular** culture. ## Synonym of “A person claiming to be superior in culture and intellect to others” - **Highbrow**, **elite**, **patrician** and **noble** are all synonyms of the given phrase. ## Explanation of the Words - **Patrician** means an aristocrat or nobleman. - **Highbrow** means intellectual or rarefied in taste. - **Elite** means a select group that is superior in terms of ability or qualities to the rest of a group or society. - **Noble** means belonging by rank, title, or birth to the aristocracy.