What is Mass communication & Importance of Mass Communication

What is Mass Communication? 

Mass communication as process in which professional communicators design and use intermediary channels to transmit message quickly at a time to a large number of heterogeneous but widespread and fairly undifferentiated audiences separated from a sources by a great distance.
Nature of Mass Communication

  • Relatively large audiences
  • Fairly undifferentiated audiences composition
  • Some form of message reproduction
  • Rapid distribution and delivery
  • Low unit cost to the customer

Characteristics of Mass Communication

  1. Professional Communicator
  2. Heterogeneity
  3. Undifferentiated Audience
  4. Vast Boundaries
  5. Divers Location
  6. Intermediary Channel
  7. Limited Feedback
  8. Use of Rapid Means
  9. Use of Specialized Technology
  10. Production Specialist.

Scope of Mass Communication

  • Trade and Commerce
  • Social Affairs
  • Business Management
  • Political Affairs
  • State Business
  • Education

Role/ Importance of Mass Communication in Business

  • Initial Stage
  • Publicity for Goods
  • Facing Competition
  • Forecasting Demand
  • Markets Survey
  • Economic Development
  • Creating Social Link
  • Others.

Objectives of Mass Communication

  • To Achieve
  • To Inform
  • To Maintain Continuity
  • To Create Opinion
  • To Entertain
  • To Face Emergency
  • To Convey Public Policy
  • To Implement Educational Program
  • To Established Social Contract
  • To Play Diplomatic Role

Preconditions for Successful Mass Communication

  • Understanding
  • Thinking
  • Consistency
  • Follow-up

Mass Communication Media

  • Print Media
  • Audio Media
  • Audio Visual Media
  • Traditional Media

Mass Communication Agencies

  • Press Association
  • The Syndicates of Reporters
  • Advertising Agencies
  • Advertising Department/ Public Relation Department
  • Public Information Ministry
  • Other Association
(Visited 28 times, 1 visits today)

Leave a Reply