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Mass communications and Media studies

Study: M. A. Sem. 4
Subject: 15 - Mass communications and Media studies
Topic: Mass communications and Mass culture
Department of English MKBU.
Guide: Dr. Hinaba Zala
Assignment by Prinjal Shiyal



 Mass communications: 
   Mass communication become the part of our everyday life and in present time this is very popular in our Media culture.The alternative term mass culture conveys the idea that such culture emerges spontaneously from the masses themselves, like popular art did before the 20th century. The expression media culture, on the other hand, conveys the idea that such culture is the product of the mass media. In media studies, media psychology, communication theory, and sociology, media influence and media effects are topics relating to mass media and media culture's effects on individual or an audience's thoughts, attitudes, and behavior. Whether it is written, televised, or spoken, mass media reaches a large audience. Mass media is known as being one of the most significant forces in modern culture. Media and its impact is very widely spread in present society. For example, Journalism, Television, Radio, E-mail, Cinema, Advertising etc...
     The influence of mass media has an effect on many aspects of human life, which can include voting a certain way, individual views and beliefs, or skewing a person's knowledge of a specific topic due to being provided false information. Media is an ever-changing field and is being critiqued now more than ever by the general public.[citation needed] The overall influence of mass media has increased drastically over the years, and will continue to do so as the media itself improves. Media influence is the actual force exerted by a media message, resulting in either a change or reinforcement in audience or individual beliefs. Media effects are measurable effects that result from media influence or a media message. Whether a media message has an effect on any of its audience members is contingent on many factors, including audience demographics and psychological characteristics. These effects can be positive or negative, abrupt or gradual, short-term or long-lasting. Not all effects result in change; some media messages reinforce an existing belief. Researchers examine an audience after media exposure for changes in cognition, belief systems, and attitudes, as well as emotional, physiological and behavioral effects.
     Communication and Mass media: A human relationships involving two or more persons are come together to dialogue and community for commune. Communication is not just an act aur process but also social and cultural togetherness. According to Denis Mcqail, "communication is a process which increases communality but also requires events of commonality for to occur at all." The Sanskrit term, Sadharanikaran comes closest to term of common or commonness usually associated with communication. 
    What is the need for communication?
     Communication is as much as a natural need it is the social requirement in in order to engage in the sharing of experiences through symbol mediated interaction. Excommunication or lack of communication may lead to sensory deprivation anxiety depraved judgement strange vision and so on. The communication process depends on various aspects. This involves series of actions taking place that involve various types of expressions interpretations and responses. 

Types of communication:
  • Intrapersonal communication
  • Interpersonal communication
  • Group communication
  • Mass Communication
  • Mass LINE Communication

Functions of mass media
  • To inform
  • To educate
  • To entertain
  • Transmission of Heritage
  • Comedy serial

Development of mass media
  • Elite
  • Popular
  • Specialisation

Impact of mass media
  • Personal
  • Psychological
  • Social
  • Moral
  • Cultural

Western communication theories
  • Lasswell model of communication
  • Shannon and weaver model
  • Osgood and Schramm model
  • Ritual model of communication
  • Communication as dialogue
  • Communication as power relationship

Indian communication theories
      Sadharanikaran; Bharat Muni theory: As per this theory human psyche is composed of 'Sthaibhava' (permanent moods). These modes are of arousing corresponding state of feeling, rasa. There are nine permanent moods and they give rise to nine rasa or forms of aesthetic pleasure. Let's see, 
Permanent mood
  • Bayana (anger)
  • Harsh (humour)
  • Din (karun)
  • Soumya (peace)
  • Singer (love)
  • Rudra (Terror)
  • Bibhatsa (disgust)
  • Adbhuta (wonder)
  • Veer Shaurya (Valor/ heroism)
  Hindu theory or philosophical view
       Hindu concept of universe is based on the Virat purush comic men view. For example, Dharma is the basic principle of the whole universe end is existing eternally.
Buddhist theory
    Wimal Dassanayaka draws on the Vedas, the Upanishads, and Non- philosophical tradition.
Mass communication and mass culture
     Features: 
    Immense popularity among all classes but particularly among the working class in industrial societies. Mass production in mass distribution most important feature for Mass Communication. Unlike elite or high culture is acetic and literary standards are low, and commercialized as it is mass produced programs aim at the mass markets.Mass communication is a process in which a person, group of people, or an organization sends a message through a channel of communication to a large group of anonymous and heterogeneous people and organizations. You can think of a large group of anonymous and heterogeneous people as either the general public or a segment of the general public. Channels of communication include broadcast television, radio, social media, and print. The sender of the message is usually a professional communicator that often represents an organization. Mass communication is an expensive process. Unlike interpersonal communication, feedback for mass communication is usually slow and indirect.Features or characteristics of mass communication Mass communication is a communication which is occurred between large people. Actually mass communication is processed through which a message is widely circulated among the persons who are far and away from the source. The main characteristic of mass communication is as follows:

Specific objectives: Every communication has a specific objective. Without objectives no communication is held. Mass communication has also a specific objective which is depend on the subject matter of communication. Common messages: Mass communication transmits or delivers same simultaneously messages to vast diverse and scattered audiences. Source of message: The sources of mass communication message generally are a person or group operating within an organizational setting. Examples of these sources are news reporters, television producers and magazine editors etc.Messages are sophisticated and complex: In mass communication, messages are sophisticated and complex. Whereas the message in interpersonal communication may be simple words and short sentences, mass media messages are quite elaborate. Examples of mass media message are a news report, a novel, a movie, a television program, a magazine article, a newspaper column, a music video, and a billboard advertisement. imited information: Such audiences are brought together by a single shared interest in the particular message available through the mass medium. Message sources generally have only limited information about their audiences. Mass medium: Radio, Television, Internet etc are examples of media which are regarded as mass media because they can reach out to vast audience at a time. Impersonality: Messages of mass communication have remained impersonal since there is no personal touch of a medium. The impersonality of mass communication is informed by the need to reach large, diverse and scattered audiences almost at the same time. Portability and mobility: Portability has to do with the fact that messages of mass communication are handy and that the medium through which the messages are passing could be carried form one place to another at any geographical location. Universality: This refers to the extensiveness or commonness of a medium and acceptability of messages. A person does not need to be literate or educate in particular language before listens to a radio program or a watch television program in that native language. Permanency: This refers to the period for which a medium can hold its message thereby making the message reviewable. A reader of a book, newspapers and magazines can read and re-read and store it for a long term. Large number of audiences: In mass communication, information reaches to large and vast number of heterogeneous audiences. The audiences of mass communication exceed millions after millions.
    Heterogeneous and scattered audiences: The audiences of mass communication are not only large but also heterogeneous and diverse type. They actually are made up of groups of people with dissimilar background, demographics and socio-political characteristics. Personally unknown audiences: The audiences of mass communication are personally unknown for the communicator because of audiences’ dissimilar background, demographics and sociopolitical characteristics. Separate contests of information: Individuals reading newspapers, watching a film in a theater, listening to radio or watching television are situations where audience is large, heterogeneous and anonymous in character and physically separated from the communicator both in terms of space and time. Cover vast boundaries: The audiences of mass communication are spread over a vast or wide geographic area. Communication is mostly one way: Mass communication is a one too many form of communication, whereby products are mass-produced and disseminated to a great quantity of audiences. Delayed feedback: Feedback in mass media is slow and weak message flow typically is one-way, form source to receiver. Traditionally, feedback has been minimal and generally delayed. A newspaper reader could write a letter to the editor but it remains limited and delayed. Use of modern technological media: Channels of mass media use modern technology. Radio, involves tape machines, microphones, devices that digitize sound waves transmitters that disseminate them and receiving units that decode the sound waves and render them back into audio form approximating the original. Rapid and continuous dissemination: In mass communication, information rapidly reaches and continuously disseminated to large and vast numbers of heterogeneous audiences.

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