Definition of 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
- Professional Communicator
- Heterogeneity
- Undifferentiated Audience
- Vast Boundaries
- Divers Location
- Intermediary Channel
- Limited Feedback
- Use of Rapid Means
- Use of Specialized Technology
- 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
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
