MASS COMMUNICATION CONCEPTS & PROCESSES

MASS COMMUNICATION
OBJECTIVES
To understand the meaning of Mass Communication To know the various definitions of Mass Communication To study the different features of Mass Communication To know the concept of Mass Culture

INTRODUCTION

Mass Communication involves communication with the mass audiences and

hence the name Mass Communication. When we are thinking, it is intra-personal communication, when there is face-to-face conversation etween two people it is interpersonal communication, college lecture or speech would e an e!ample of group communication, ut there is another level of communication when we read newspapers, maga"ines, listen to #adio or watch T$. This would e called Mass communication as the message is reached to the masses through different media.

Meaning & De initions o Mass Communication

The term communication comes from the %atin word- communis! which means common. &n social situation the word communication is used to denote the act of imparting, conveying or e!changing ideas through speech, writing or signs. Thus, it is an e!pression of transferring thoughts and sound for hearing. Mass Communication is defined as 'any mec"anica# $e%ice t"at mu#ti&#es messages an$ ta'es it to a #a(ge num)e( o &eo&#e simu#taneous#*(. Mass communication is uni)ue and different from interpersonal communication as it is a special kind of communication in which the nature of the audience and the feed ack is different from that of interpersonal communication. Mass communication is t"e te(m use$ to $esc(i)e t"e aca$emic stu$* o %a(ious means )* +"ic" in$i%i$ua#s an$ entities (e#a* in o(mation to #a(ge segments o t"e &o&u#ation a## at once t"(oug" mass me$ia, *oth mass communication and mass media are generally considered synonymous for the sake of convenience. The media through which messages are eing
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transmitted include radio, T$, newspapers, maga"ines, films, records, tape recorders, video cassette recorders, internet, etc. and re)uire large organi"ations and electronic devices to put across the message. Mass communication is a special kind of communication in which the nature of the audience and the feed ack is different from that of interpersonal communication. Mass communication can also e defined as 'a &(ocess +"e(e)* mass &(o$uce$ messages a(e t(ansmitte$ to #a(ge! anon*mous an$ "ete(ogeneous masses o (ecei%e(s, *y 'mass &(o$uce$( we mean putting the content or message of mass communication in a form suita le to e distri uted to large masses of people. '-ete(ogeneous( means that the individual mem ers of the mass are from a wide variety of classes of the society. 'Anon*mous( means the individuals in the mass do not know each other. The source or sender of message in mass communication does not know the individual mem ers of the mass. ,lso the receivers in mass communication are physically separated from each other and share no physical pro!imity. -inally, the individual mem ers forming a mass are not united. They have no social organi"ation and no customs and traditions, no esta lished sets of rules, no structure or status role and no esta lished leadership. *arker defines Mass communication as t"e s&(ea$ing o a message to an e.ten$e$ mass au$ience t"(oug" (a&i$ means o (e&(o$uction an$ $ist(i)ution at a (e#ati%e#* ine.&ensi%e cost to consume(s. With the &nternet.s increased role in delivering news and information, Mass communication studies and media organi"ations have increasingly focused on the convergence of pu lishing, roadcasting and digital communication. Thus, graduates of Mass communication programs work in a variety of fields in traditional news media and pu lishing, advertising, pu lic relations and research institutes.

/eatu(es o mass communication

We re)uire a sender, a message, a channel and a receiver for communication to occur. -urther there is feed ack, which is the response or reaction of the receiver, which comes ack to the sender through the same or some other channel. ,nother element, which plays an important role in communication, is noise or the distur ances. &t is o served that the term mass communication must have at least five aspects/
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%arge audience -airly undifferentiated audience composition 1ome form of message reproduction #apid distri ution and delivery %ow cost to the consumers

Sou(ce 0 1ource or sender of the message may ecome same or different. 1ource mostly represents the institution or organi"ation where the idea has een started. &n case of source and the sender eing different, the sender elongs to media institution or is a professional in media communication. Thus, a scientist or a technologist may use the mass communication media himself for propagating his idea. 2r else, they can send the script of the message to the media for delivering the message y an announcer or a reporter. Message1 , message needs reproduction for making it communica le through the media. The message is processed and put to various forms like talk, discussion interview, documentary, play, etc. in case of radio and T$. &n case of newspapers, the message is processed y means of article, feature, news story, etc. C"anne#1 The term channel and media are used interchangea ly in mass communication. Modern mass media like radio, television3 newspapers spread the message with enormous speed far and wide. The a ility of mass communication to encompass vast oundaries of space is e!pressed y Mc %uhan(s term ' g#o)a# %i##age(. The term e!presses that the world is smaller that efore due to advances in mass communication. More information is coming faster, at cheaper rates per unit, from farther away and from more sources through more channels including multimedia channels with more varied su 4ect matter. Channels of mass communication can e classified into two road categories/
1. P(int-newspapers, ooks, maga"ines, pamphlets, etc. 2. E#ect(onic-radio, television, cinema.

There is also a third category which include all traditional media like folk dance, drama, folk songs and so on. The mass media may also e categori"ed according to their a ility to provide sensory inputs. Thus, visual media are newspapers, maga"ines, ooks, still photographs, paintings, etc. The audio medium is radio and audio-visual media are television, motion pictures, drama, etc. ,udio-visual media are more efficient than either audio or visual.

Recei%e( 0Mass communication means communication to the mass, so there remains mass of individuals at the receiver end of the communication. This mass of receivers, are often called as mass au$ience. Mass audience can e defined as 'individuals united y a common focus of interest 6to e informed, educated or entertained7 engaging in identical ehavior towards common ends 6listening, viewing or reading7(. 8et the individuals involved are unknown to one other 6anonymous7 . The most outstanding characteristic of the mass communication is that it has a widespread audience separated from the source y a considera le distance. Mass communication has an enormous a ility to multiply a message and make it availa le in many places. The greatest advantage of this mode of communication is the rapid spread of message to a si"ea le audience remaining scattered far and wide and thus cost of e!posure per individual is lowest. /ee$)ac'1 Mass communication will have indirect feed ack. , source having communicated a message regarding family planning through radio, television or print either has to depend on indirect means like survey of audience reaction, letters and telephone calls from audience mem ers, review of the programme y columnists to know the reaction of audience to the message. 9irect feed ack which is possi le in interpersonal and to a limited e!tent in group communication, is almost a sent in the mass communication. 2ate 'ee&ing1This is again a characteristic uni)ue to mass communication. The enormous scope of mass communication demands some control over the selection and editing of the messages that are constantly transmitted to the mass audience. *oth individuals and organi"ations do gate keeping. Whether done y individuals or organi"ations, gate keeping involves setting certain standards and limitations that serve as guidelines for oth content development and delivery of a mass communication message. Noise1 :oise in mass communication is of two types-channel noises and semantic noise. Channel noise is any distur ance within transmission aspects of media. &n print media, channel noise will e misspellings, scram led words, omitted lines or misprinting. ,ny type of mechanical failure stops the message from reaching the audience in its original form. 1emantic noise will include language arriers, difference in education level, socio-economic status, occupation, age, e!perience and interests etween the source and the audience mem ers. 2ne way of solving the pro lem of semantic noise is to use simplicity and commonality.

C"a(acte(istics o Mass communication3 1. 9irects messages toward relatively large, heterogeneous and anonymous audience. 2. Messages are transmitted pu licly 6no privacy7. +. 1hort duration message for immediate consumption 0. -eed ack is indirect, non-e!istent or delayed 5. Cost per e!posure per individual is minimum ;. 1ource elongs to organi"ation or institutions <. Mostly one way =. &nvolves good deal of selection that is, medium chooses its audience 6newspaper for literates7 and audience choose media 6poor, illiterates select radio7 >. There is need for fewer media to reach vast and widespread audience ecause of wide reach of each 1?.Communication is done y social institutions which are responsive to the environment in which they operate

Conce&t o mass & mass cu#tu(e

Mass is defined as ', grouping of individual parts or elements that compose a unified ody of unspecified si"e or )uantity. &n mass communication, it refers to a large group or large num er of audience and listeners. Cu#tu(e is defined as a comple! whole that includes knowledge, elief, art, moral, law, customs and any other capa ilities and ha its ac)uired y man as a mem er of the society. Thus, culture will comprise of all the ways of living and doing and thinking that have een passed down from one generation to another and that ecome an accepted part of the society. 1ynonyms of culture will e learned ehavior, social heritage, super organic, and design of living. T"e cu#tu(e! t"e(e o(e! means a g#im&se o t"e +a* o #i%ing! t"in'ing an$ acting o ou( ant"(o&o#ogists, 9e $ito 61><=7 views culture as learned set of thought and ehavior common to a num er of people that defines them as mem ers of the same group and as nonmem ers of the other groups. The thought refers to attitude, elief, opinion and values and the ehavior means the act of ehaving while speaking, eating, listening, viewing, etc.

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Mass Cu#tu(e , set of cultural values and ideas, that arises from common e!posure of a population to the same cultural activities, communications media, music and art, etc. Mass culture ecomes possi le only with modern communications and electronic media. , mass culture is transmitted to individuals, rather than arising from people.s daily interactions. Mass culture tends to reproduce the li eral value of individualism and to foster a view of the citi"en as consumer. The rise of mass culture is related to the development of mass society and the advent of mass media. Mass Societ* #efers to a society with a mass culture and large-scale, impersonal, social institutions. @ven the most comple! and modern societies have lively primary group social relationships. The modern network of transportation and communication is ringing various parts of mass society into fre)uent contacts. Thus, the mass society has aroused and enhances individuality y li erating the cognitive, appreciative and normal capacities of individuals. This way we can say that larger elements of population have learned to value the pleasures of ear, eye, taste and touch. Mass & Mass Cu#tu(e * The ancient society had a dichotomous structure. , few powerful, no le, refined, r.. ,ich and educated persons pursued refined and high culture. They were the ones to form superior part of the society. The remaining part of the society, who was fairly large in num er, was powerless, ignorant, primitive, superstitious, poor and uneducated sections of the society. 9uring the early stages of -rench #evolution, the rise of li eral ourgeois society synchroni"es with the proclamation of principle of 'culture and education for all( to create a civili"ed, responsi le and creative mankind. The growth of the politics of freedom and the spread of education and later the advent of the mass media not only initiated human development on different lines ut also transformed the traditional society into mass societ* and traditional folk culture into mass cu#tu(e. Jo"n Stua(t Mi## points out, '-ormerly, different ranks, different neigh orhoods, different trades and professions lived in what might e called different worlds, at present to a great degree, in the same- they now read the same things, listen to same things, see the same things, go to same places, have their hopes and fears

directed to the same o 4ects, have the same rights and li erties, and same means of ascertaining them.( Mass culture is a set of shared ideas and ehavior patterns that cross cut socioeconomic lines and su cultural grouping within a comple! society. These commonly shared ideas and ehavior pattern serve as points of reference and identification for mem ers of the society. Mass culture is also referred to as 'Po&u#a( cu#tu(e. Aopular culture flourishes, e!ists and is transmitted y the mass media, the classical and true folk art, on the other hand, do not depend upon mass communication for their development, transmission and e!istence. Thus, here lies the distinction etween the relationship of mass media with mass culture and other ma4or strains of cultural heritage. The mass re)uires distraction from life, thrills, sentimentality an escapism, the ulk of mass culture deals in these )ualities. *ut, e!cessive communication tends to isolate people from one another and from real e!periences3 fa ricated e!periences are 'realer( to them than the real ones. ,lso, since mass culture serves average tastes, it tends to reshape all art-past and present-in order to meet the e!pectations and demands of the masses. To$a*s Mass Me$ia Cu#tu(e 'Mass Culture( concept mainly depends on our point of view and on what 'culture( means to us. Thus, the term can e used pe4oratively or positively. The 'mass( is the ra le, the uncouth, illiterate and uncultured lot3 the 'mass( is also vast, homogenous, scattered, and anonymous. *ut from a positive perspective, the mass is volatile, dynamic, revolutionary. 9enis Mc Buail 61>;>7 states that mass culture refers to whole range of popular activities and artifacts-entertainment, music, ooks, films. &t has een identified with the typical content of the mass media and especially with the fictional, dramatic and entertainment material, which they provide. Cermans terms mass media culture as Kitsch and Clement Creen erg defined Kitsch and ersat" culture, means artistic ru ish. Kitsch makes culture cheap and vulgari"ed. Creen erg states/ 'the new ur an masses set up a pressure on society to provide them with a kind of culture fit for their own consumption. To fill the demand of new market, a new commodity was devised, ersat" culture, kitsch, descri ed for those who, insensi le to the values of genuine culture, are hungry nevertheless for the diversion that only culture of some sort can provide.(

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Mass entertainment is entertainment derived from the mass media of communication such as television, radio, cinema, popular novels, newspapers, and maga"ines. The entertainment as mass entertainment is centered on two aspects/ 1. Mass Culture attempts to attract as large audience as possi le. This appeal to many socio-economic groupings produces a heterogeneous audience3 hence, producers of mass entertainment place emphasis upon e!ploitation of common denominators of shared tastes within this 'mass(. 2. The term 'entertainment( is meant that activity, which provides pleasura le diversion irrespective of any social message, or value that may e associated with it. Thus, mass culture is highly competent to entertain the mass audience and help the individual to escape the hard reality of every day life in this tur ulent world. &t provides escapism from stress and tensions. *ut in the process, the producers of mass entertainment e!ploit them y lowering their taste for financial gain at the e!pense of their time and money. They provide cheap thrills and vulgar entertainment. This damaging outcome of the spread of mass culture, its increasing use in sales promotion and its fast falling standards are harming the society. *ut otherwise, in this age of social transformation, mass culture is inevita le and considered to e an important means of vigorous e!pansion of media.

SUMMAR4
Mass communication is uni)ue and different from interpersonal communication as it is a special kind of communication in which the nature of the audience and the feed ack is different from that of interpersonal communication. Mass communication is t"e te(m use$ to $esc(i)e t"e aca$emic stu$* o %a(ious means )* +"ic" in$i%i$ua#s an$ entities (e#a* in o(mation to #a(ge segments o t"e &o&u#ation a## at once t"(oug" mass me$ia, , set of cultural values and ideas, that arises from common e!posure of a population to the same cultural activities, communications media, music and art, etc. Mass cu#tu(e ecomes possi le only with modern communications and electronic media. , mass culture is transmitted to individuals, rather than arising from people.s daily interactions. &t is o served that the term mass communication must have at least five aspects/

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%arge audience -airly undifferentiated audience composition 1ome form of message reproduction #apid distri ution and delivery %ow cost to the consumers

Mass entertainment is entertainment derived from the mass media of communication such as television, radio, cinema, popular novels, newspapers, and maga"ines.

E5ERCISES AND 6UESTIONS

B1. 9iscuss the various elements and features of Mass Communication. B2. Write a note of 'Mass Culture(. B+. @!plain the various definitions of Mass Communication. B0. Dow is Mass Culture affecting our societyE B5. ,naly"e the different features of Mass Communication and discuss the various definitions of Mass Communication.

/URT-ER READIN2
1. Mass Communication F 9evelopment 9r. *aldev #a4 Cupta 2. Mass Communication in &ndia Geval H Gumar +. Mass Communication Hournalism in &ndia 9 1 Mehta 0. Mass Communication Theory 9enis McBuail

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MASS COMMUNICATION & OT-ER /ORMS

OBJECTIVES To understand the asic terms 'Mass( F 'Communication( in Mass Communication To know the various channels of distri utions of Mass Communication To compare Mass Communication with &ntrapersonal Communication INTRODUCTION Mass communication media make it possi le to deliver messages to millions of people at roughly the same time. The authors of these messages are usually organi"ations, and the audiences are composed of individuals. Dowever, individuals, not groups, take up the products of mass communication, and these individuals interpret the messages and incorporate them into their lives through comple! reception activities.

Mass communication
Mass communication is the 7institutiona#i8e$ &(o$uction an$ gene(a#i8e$ $i usion o s*m)o#ic goo$s %ia t"e i.ation an$ t(ansmission o in o(mation o( s*m)o#ic content9 6Thompson 1>>57. ,s it is generally used, the term Imass communicationJ can e misleading. 7Mass9 suggests that message recipients are a large, undifferentiated group of people. Dowever, individuals, not groups, take up the products of mass communication, and these individuals interpret the messages and incorporate them into their lives through comple! reception activities. ,lso, 7communication9 implies that mass communication is very similar to other forms of communicative activity. Dowever, mass communication is oneway communication, as opposed to face-to-face communication, which is dialogical, or two-way, in nature. Thus, the recipients of mass communication are participants in a structured process of sym olic transmission, rather than communication partners. 2ne important aspect of mass communication is that it creates a structured reak etween the production and reception of sym olic forms. &n all types of mass communication, sym olic forms are produced in one conte!t and transmitted to recipients in distant and diverse settings. The flow of messages is a structured flow in which the capacity of recipients to contri ute to the process of production is significantly controlled.
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,nother important aspect of mass communication is that it e!tends the availa ility of sym olic forms in space and time. 1ince the media institute a separation etween conte!ts of production and reception, the individuals who receive mediated messages are generally far removed in space andKor time from the individuals who produce the messages. Mass communication makes the e!tended availa ility of sym olic forms a much more significant and pervasive social phenomenon. Mass communication media make it possi le to deliver messages to millions of people at roughly the same time. The authors of these messages are usually organi"ations, and the audiences are composed of individuals. The development and widespread use of printed te!t in @urope in the 15??s produced a rand new form of communication. -or the first time, a single message could e duplicated with little error and distri uted to thousands of people. -irst used to propagate religious te!ts and arguments, this LmassL approach to communication )uickly caught on and was soon eing used to distri ute news, entertainment, and government regulations. -rom these first primitive pamphlets, the Lmass media,L as they are often called, have grown to include the print media of ooks, newspapers and maga"ines, the electronic media of television, radio, and audioKvideo recording, and the new media of computers and computer networks. While these media differ in many ways, they all share the characteristics y which scholars define mass communication/ Mass communication messages are produced y organi"ations. The medium for these messages permits accurate duplication. The messages are distri uted to large audiences at roughly the same time. -ace-to-face communication occurs on many channels, with many opportunities to send and receive messages, and with much comple!ity in the communication process. 8et, the situation ecomes even more comple! when the many media organi"ations with their production and distri ution of millions of messages are considered. Media may e received y millions of people, all of whom are also engaged in face-to-face communication.

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C"anne#s o $ist(i)ution
1cholars tend to identify the various mass media y their distri ution channels. *ooks, newspapers, and maga"ines are often called the Lprint media,L while radio and television are often called the LelectronicL or L roadcastL media. Two other electronic channels of distri ution are also recogni"ed as very important/ Lelectronic recordedL media which include such as C9s, cassette tapes, videotapes, and the like. These are electronic in nature ut are sold and delivered much in the same way as ooks and LfilmL or LmoviesL which are similar to television ut which are delivered in special uildings called Ltheaters.L Telephones are electronic media, ut telephones have not traditionally een included in the Lmass mediaL ecause telephones are used mainly in person-toperson communication. 1imilarly, computers, especially large computer networks, have the potential to e used as mass communication media3 however, these are so new that their uses are still developing. ,lthough they have no true category as yet, computers are sometimes referred to as the LnewL media.

Int(a&e(sona# & mass communication

&ntrapersonal communication is language use or thought internal to the communicator. &ntrapersonal communication is the active internal involvement of the individual in sym olic processing of messages. The individual ecomes his or her own sender and receiver, providing feed ack to him or herself in an ongoing internal process. &t can e useful to envision intrapersonal communication occurring in the mind of the individual in a model which contains a sender, receiver, and feed ack loop. ,lthough successful communication is generally defined as eing etween two or more individuals, issues concerning the useful nature of communicating with oneself and pro lems concerning communication with non -sentient entities such as computers have made some argue that this definition is too narrow. &n Communication: The Social Matrix of Psychiatry, Hurgen #uesch and Cregory *ateson argue that intrapersonal communication is indeed a special case of interpersonal communication, as :$ia#ogue is t"e oun$ation o( a## $iscou(se,: Int(a&e(sona# communication can encom&ass3 9ay-dreaming

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 :octurnal dreaming, including and especially lucid dreaming 1peaking aloud 6talking to oneself7, reading aloud, repeating what one hears3 the additional activities of speaking and hearing 6in the third case of hearing again7 what one thinks, reads or hears may increase concentration and retention. This is considered normal, and the e!tent to which it occurs varies from person to person. The time when there should e concern is when talking to oneself occurs outside of socially accepta le situations. Writing 6 y hand, or with a wordprocessor, etc.7 one.s thoughts or o servations/ the additional activities, on top of thinking, of writing and reading ack may again increase self-understanding and concentration. &t aids ordering one.s thoughts3 in addition it produces a record that can e used later again. Copying te!t to aid memori"ing also falls in this category. Making gestures while thinking/ the additional activity, on top of thinking, of ody motions, may again increase concentration, assist in pro lem solving, and assist memory. 1ense-making e.g. interpreting maps, te!ts, signs, and sym ols &nterpreting non-ver al communication e.g. gestures, eye contact Communication etween ody parts3 e.g. LMy stomach is telling me it.s time for lunch.L &ntrapersonal communication involves communication with oneself. Aeople normally communicate with themselves when they are alone in private or semiprivate places. When people talk to themselves aloud in crowded, pu lic places, others find such ehavior strange. 8ou must e a le to communicate with yourself efore you can communicate with others. &t can e surprising the num er of people who do not know what they want or where they want to go and hope that other people will figure it out for them. These same people get upset when others are una le to mind read for them, what they have een una le to discover for themselves. Many people have stated that much of their stress in life is from a feeling of not having any control in their lives. The essential first step in gaining control is getting a clear understanding with yourself, on what you want. Then you must e a le to figure out the details of that desire and the steps necessary to achieving it. We need to do this in all areas of our lives, and have an idea, in each area, how we would like to achieve it. This puts you in the driver(s seat of your life. 8ou can e the one in control instead of having others control you. There are many ways through the process of discovery and of finding the path to what you
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desire. The first step is 4ust to egin. 1tart writing in a 4ournal. 1tart writing what you want in life and uild on it from there.

SUMMAR4
7Mass9 suggests that message recipients are a large, undifferentiated group of people. Dowever, individuals, not groups, take up the products of mass communication, and these individuals interpret the messages and incorporate them into their lives through comple! reception activities. ,lso, 7communication9 implies that mass communication is very similar to other forms of communicative activity. Dowever, mass communication is one-way communication, as opposed to face-to-face communication, which is dialogical, or two-way, in nature. Thus, the recipients of mass communication are participants in a structured process of sym olic transmission, rather than communication partners. &ntrapersonal communication involves communication with oneself. Aeople normally communicate with themselves when they are alone in private or semiprivate places. When people talk to themselves aloud in crowded, pu lic places, others find such ehavior strange.

E5ERCISES AND 6UESTIONS

B1. 9iscuss the concept of Mass Communication. B2. Write a note of '&ntrapersonal Communication(. B+. @!plain the various types of &ntrapersonal Communication. B0.What are the various channels of distri ution of Mass Communication messagesE

/URT-ER READIN2
1. Mass Communication F 9evelopment 9r. *aldev #a4 Cupta 2. Mass Communication in &ndia Geval H Gumar +. Mass Communication Hournalism in &ndia 9 1 Mehta 0. Mass Communication Theory 9enis McBuail

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/UNCTIONS O/ MASS COMMUNICATION

OBJECTIVES To understand the different functions of Mass Communication To reali"e the importance of Mass Communication INTRODUCTION Communication is vital for the e!istence of all human eings, and for the progress of humanity. &t is impossi le to imagine e!istence without communication and interaction. Thus, communication functions as a relating tool, that creates understanding, facilitates work, and strengthens collective living among people. The content of mass communication seem diverse in nature to audience as they e!pose themselves to thousands of media stimuli throughout the day and round the clock. :ews, reviews, commentaries, advertisements, etc can saturate the audience. Thus, the audience mem ers select the messages according to their needs. The ma4or functions of mass communication are that it in o(ms! en(ic"es! e$ucates an$ ente(tains,

/unctions o mass communication

The primary function of communication is to inform, instructKeducate, entertain, and influenceKpersuade people to make them function smoothly and effectively. *esides, communication has a secondary function to perform as well, through de ates and discussion, cultural promotion and integration3 it fosters consensus, creativity, and understanding amongst people, groups and societies so that they live in peace and harmony. Su(%ei##ance o en%i(onment/ &t is one of the most important ma4or functions of mass communication conceptuali"ed y %aswell. 1chramm o served that in this function media took on watchman(s role. Su(%ei##ance is the process of monitoring the ehavior of people, o 4ects or processes within systems for conformity to e!pected or desired norms in trusted systems for security or social control. ,lthough the word surveillance literally means L+atc"ing o%e(L the term is often used for all forms of o servation or monitoring, not 4ust visual o servation. 1urveillance of environment involves seeking out and then transmitting information a out the society and all other relevant elements. Mass communication keeps watch on socio-political-economic events of the close and faraway localities
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and reaches the accounts to the audience through creative reporting. The effect of surveillance of environment function can e counted on individuals and society. @ffects of news on individuals are/ 17 &ncrease personal esteem/ Aersonal esteem is uilt through the prestige that comes from knowing the news. There is social gain from eing the first with the news. Buite many individuals are aware of this gain and so collect news from various media sources. 27 Arovide social ase for personal interchange/ &ndividuals remain aware in advance a out what will e the su 4ect of interaction with their friends, how and what parts of the mass media content will e highly desira le during conversation with others and so on. +7 Cains in and feeling for knowledge/ individuals remain knowledgea le a out the information on the environment and that encourage them to seek more knowledge and satisfy their curiosity. In o(mation3 The )uality of our life would e poorer without the it of information we get from mass media. &n the western countries, information is now regarded as power. The more informed you are, the more powerful you ecome. Those who have access to information can take advantage of it in their own interest. Mass communication provides us enormous information a out the environment in which we live. &nformation such as news of war, danger, crisis, earth)uake, famine, etc. is important for that helps us in taking appropriate steps to safeguard our interests. Ente(tainment3 We all need entertainment to reak the monotony of our hectic stressful life and divert our attention from the trou les and tensions. 1uch diversion will have a positive impact on our lives. Mass media provides a variety of entertainment to audiences through films, T$ shows, drama, dance, music, art, comedy, games, animation, etc. Common people have the impression that mass media e!ist ecause they are designed to entertain. Mass media provide the audience with some sort of escape or diversion from the realities and an!ieties of daily living. Came shows, situation comedies, serials, movies, dramas, variety shows, sport events on television screen and huge discharge of message like music, dramas 6radio plays7, skits, etc. from radio-provide variety of daily entertainment material to the audiences and the listeners. @ven in print media, the use of color, fancy typefaces, the pictures and many attractive features in the presentation style, may provide entertainment to the readers.
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Pe(suasion3 Aersuasion is an alternative term used to denote an act of influencing others. 2ne of the most important functions of mass communication is to persuade the other person. &t is only through persuasion that one can control and govern others. *ut it is also possi le that one may resort to persuasion with a ad motive. The receiver must e careful a out the source of such persuasion. The persuasive potential of mass communication is used heavily in oth developing and developed countries. Media are e!tensively used for socio-economic progress and for sales promotion of the consumer goods. Aersuasion is the process of influencing the audience mem ers to develop a favora le attitude towards new ideas and ecome dissatisfied with the traditional methods. &t seeks change in the ehavior of the audience y way of su stituting the old practices with the new. 1imilarly, when an advertiser pleads for acceptance of his product, he influences consumers to develop favora le attitude and ehavior towards the advertised products. 2n the other hand, when a political leader delivers his election speech on radio, television or in newspaper he performs a propaganda 4o for his party candidate. *oth the electronic media and the print media have great persuasive potentials ut that depends on the nature of the delivered message. Pe(suasi%eness o mass communication $e&en$s on t"e o##o+ing acto(s3
1. Sou(ce C(e$i)i#it*1 Credi ility is the degree to which a communication

source or channel is perceived as trustworthy and competent y the receiver. The source and the medium are viewed as insepara le y the audience, so credi ility of the source and the medium is often treated interchangea ly. 2. P(esentation o t"e message1 the affectivity of the media communicated persuasion is largely dependent on how the message is presented y the communicators. Clarity, revity and preciseness are the pillars of persuasion on mass media. +. Me$ia acto(1 there is a general impression that messages having persuasive content if communicated through television, ecome more effective than when the message is communicated through radio or print. This impression does not seem to have validity in every situation with the audience for every message. 0. Au$ience acto(1 audience is the single most important factor to determine the degree of persuasiveness of mass communication. The attitude of the audience toward the persuasion message of the mass media largely depends upon who gives what message in which channel3 to what e!tent the content of the message satisfy their needs and the intentions3 to what measures the
1>

suggestions contained in the message are in line with their pre-held e!periences and pre-e!isting preferences3 and, how far the message is compati le with group norms and value system to which the audience elongs. Inst(uction3 Mass communication helps to instruct, educate and sociali"e the mem ers of the society. Mass communication provides a fund of knowledge, e!pertise and skills that ena le people to operate as effective mem ers of society. &t also creates awareness3 give direction and opportunity to audience through positive impact of mass media. Co((e#ation3 This term was used y %asswell and is an important function of mass communication. The role of mass media in correlation function was termed as '/o(um( y 1chramm. The mass communication in the role of forum is for the e!change of comments and criticism. The said function of mass communication arouses interests through lead articles, editorials, special articles in case of newspapers and maga"ines and news commentary, current affairs in case of radio and television. The purpose is to improve the )uality of usefulness of the information for the citi"en. -orum implies a platform where e!change of views takes place. This function of media thus ena les the audienceKreaders to widen their understanding a out the environment and events happening all around them. De)ate an$ $iscussion3 &t is through de ate and discussion in media that the pu lic can clarify different viewpoints on issues of pu lic interests and arrive at a general agreement on matters that concern us all. ,lso the audience gets a chance to present their views through de ate and discussions in talk shows through different mass media. Cu#tu(a# P(omotion3 Media educate the people toward etter living and preserving the traditions of the society. Mass media provide an opportunity for culture to e preserved and promoted. &t presents different cultures, eliefs and customs from different countries and helps us promote ours to all part of the world. Thus, individuals come to know one another, understand and appreciate other(s ways of life and there y develop tolerance towards one another. Integ(ation3 Communication is a great integrating tool. Through a fund of knowledge or information, individuals, groups or cultures come to know one another, understand and appreciate other(s ways of life and there y develop tolerance towards one another. &t can also e the greatest disintegrating tool.

2?

McBuail(s 61>=+7 sums up the functions of mass communication as/ In o(mation finding out a out relevant events and conditions in immediate surroundings, society and the world seeking advice on practical matters or opinion and decision choices satisfying curiosity and general interest learning3 self-education gaining a sense of security through knowledge Pe(sona# I$entit* finding reinforcement for personal values finding models of ehavior identifying with valued others 6in the media7 gaining insight into oneself

Integ(ation an$ Socia# Inte(action gaining insight into the circumstances of others3 social empathy identifying with others and gaining a sense of elonging finding a asis for conversation and social interaction having a su stitute for real-life companionship helping to carry out social roles ena ling one to connect with family, friends and society

Ente(tainment escaping, or eing diverted, from pro lems rela!ing getting intrinsic cultural or aesthetic en4oyment filling time emotional release se!ual arousal

21

IMPORTANCE O/ MASS COMMUNICATION

-Mass Communication &nforms -Mass Media @ntertains -Mass Communication Aersuades -Mass Communication *inds -Aopularity of Mass Media The mass media have an important role in modern democratic society as the main channel of communication. The population relies on the news media as the main source of information and the asis on which they form their opinions and voting decisions. ,ny selection of messages in the mass media will thus have a profound effect on the entire society. Competition has ecome increasingly keen in the area of the mass media as they keep fighting for the attention of the readers, listeners, and T$-viewers. The life and death of each newspaper and T$ station is at stake here when the income from advertising and sponsoring is proportional to the num er of readers or viewers. The printed media have pro lems competing with the electronic media as sources of news. &n order to survive, they are increasingly turning to other strategies such as entertainment, titillation, scandal mongering, and spreading fear and spending fewer resources on serious researching of news. This is not only a out the survival of the fittest of the news media3 it is also a out cultural selection and political selection. The news media are the most important channels for the propagation of culture, ideas, and opinions. Most opinion formation takes place when people sit and watch news and de ates on television. ,naly"ing the cultural selection in the electronic information society, we find that an important part of the selection lies in the choice etween T$ channels. Millions of la"y viewers sit in their comforta le armchairs with remote controls in their hands "apping etween action films, revivalist preachers, and commercials for a new fragrance, hardly reali"ing that y choosing which cultural and political influences they e!pose themselves to, they also chose the cultural and political evolution of their country. &t is very important to analy"e which selection criteria are in effect here. The electronic media are first and foremost pacifying. &t is a rela!ation machine, and the viewer wants to e entertained. The faces on the screen are not chosen for their opinions ut for their entertainment value. T$ stations do not compete on ideologies ut on sense impressions. ,n e!treme e!ample is music videos, satiated with fast changing sense impressions in sound as well as in pictures.
22

Media scientists have often discussed how much influence the media have on people.s opinions. Aeople tend to selectively read what they already agree with and to rationali"e their preformed opinions in the face of contrary arguments. @!perimental evidence seems to indicate that the mass media have little power to change people.s opinions on issues for which they already have formed a strong opinion, ut they have a profound influence when it comes to setting the agenda and priming people on new issues. We live in the age where mass communication performs certain functions that are useful to us. &t is through mass communication that millions of audience is e!posed to a variety of messages each day. While many consumers of media are satisfied with any single channel of mass communication, there are others who seek e!posure to more that one channel. There is increasing an!iety a out the adverse effect of mass communication on society in general and individuals in particular. &n spite of limited reach, mass communication is so central to society that life seems inconceiva le without mass media. They inform and shape our social life. Their influence is positive if they are a le to fulfill the information and entertainment needs of the people in accordance with the e!isting norms, values and culture in society. Msually, the mass communication messages are positive like conveying messages for communal harmony, peace, anti-terrorism, anti-social evils, anti-drugs, etc. The newspaper can influence the people to a large e!tent creating awareness and political development. *roadcasting under government control can e use for the purpose of education, social change and development of the society. -ilms can ring forward unhealthy social issues of our society and promote peace and harmony within communities. Thus, these mass media can contri ute immensely towards nation development and social awareness. Media like television and ca le television can sometimes have ad effect in our society. The audience of these media are watching everything eing telecasted in hope of entertaining themselves, e it violence, vulgarity, etc. esides this, advertising also leaves images and impact on young minds. They give children a materialistic world, which desires unafforda le things. ,lso too much of television watching is creating health pro lems of o esity and diversion from studies, sleep and eating proper diet. Mass communication does influence 6and even reflect7 social values and practices, ut this influence is always in com ination with a whole lot of other socio-cultural
2+

and economic and political factors. *y themselves, the media have little power to influence, change and develop. -or e!ample, Dindi films may start fashions for men and women in the areas of clothes, hairstyles, manner of speech, manner of greeting, or ways of sociali"ing. We may even go to the e!treme of acting out what we see or hear in the mass media, say a violent gesture or protest, ut it takes much more than film or T$ to change our social and cultural values.

SUMMAR4
The primary function of communication is to inform, instructKeducate, entertain, and influenceKpersuade people to make them function smoothly and effectively. *esides, communication has a secondary function to perform as well, through de ates and discussion, cultural promotion and integration3 it fosters consensus, creativity, and understanding amongst people, groups and societies so that they live in peace and harmony. The mass media have an important role in modern democratic society as the main channel of communication. The population relies on the news media as the main source of information and the asis on which they form their opinions and voting decisions. ,ny selection of messages in the mass media will thus have a profound effect on the entire society. Competition has ecome increasingly keen in the area of the mass media as they keep fighting for the attention of the readers, listeners, and T$-viewers. The life and death of each newspaper and T$ station is at stake here when the income from advertising and sponsoring is proportional to the num er of readers or viewers. The printed media have pro lems competing with the electronic media as sources of news. &n order to survive, they are increasingly turning to other strategies such as entertainment, titillation, scandal mongering, and spreading fear and spending fewer resources on serious researching of news. This is not only a out the survival of the fittest of the news media3 it is also a out cultural selection and political selection.

20

E5ERCISES AND 6UESTIONS

B1. 9iscuss the various functions of Mass Communication. B2. @!plain the importance of Mass Communication. B+. Dow does mass media act as surveillance of the environmentE

/URT-ER READIN2
1. Mass Communication F 9evelopment 9r. *aldev #a4 Cupta 2. Mass Communication in &ndia Geval H Gumar +. Mass Communication Hournalism in &ndia 9 1 Mehta 0. Mass Communication Theory 9enis McBuail

25

T-EORIES O/ MASS COMMUNICATION

OBJECTIVES To understand the asic terms 'Mass( F 'Communication( in Mass Communication To know the various channels of distri utions of Mass Communication To compare Mass Communication with &ntrapersonal Communication INTRODUCTION @arly theories were ased on the assumptions that mass media have enormous and direct influence upon society. *ut later researches provided evidence against any direct cause and effect relationship etween the mass communication and society3 rather they underline the importance of individual differences and personal influences on transmission, acceptance and retention of the message.

MEANIN2 O/ T-EORIES & ANA;4SIS

/(e$(ic' S, Sie)e(t! T"eo$o(e Pete(son! an$ <i#)u( Sc"(amm &(esente$3 T"e Aut"o(ita(ian! ;i)e(ta(ian! Socia# Res&onsi)i#it*! an$ So%iet Communist Conce&ts o +"at t"e P(ess s"ou#$ )e an$ $o, They presented the four ma4or theories ehind the functioning of the world.s presses/ 617 the ,uthoritarian theory, which developed in the late #enaissance and was ased on the idea that truth is the product of a few wise men3 627 the %i ertarian theory, which arose from the works of men like Milton, %ocke, Mill, and Hefferson and avowed that the search for truth is one of man.s natural rights3 6+7 the 1ocial #esponsi ility theory of the modern day/ e)ual radio and television time for political candidates, the o ligations of the newspaper in a one-paper town, etc.3 607 the 1oviet Communist theory, an e!panded and more positive version of the old ,uthoritarian theory. /(e$(ic' S, Sie)e(t! T"eo$o(e Pete(son! an$ <i#)u( Sc"(amms ou( T"eo(ies o t"e P(ess &(o)a)#* constitute t"e most +e## 'no+n attem&t to c#a(i * t"e #in' )et+een mass me$ia an$ t"e &o#itica# societ* in mo$e(n +o(#$, 1ince the theory was presented in 1>;+, it has een widely accepted and utili"ed y media scholars. :evertheless, a critical evaluation shows that 1ie ert.s theories are outdated and too simplistic to e useful in today.s media research.

2;

Mass media do not operate in a vacuum. This assertion is generally agreed upon, and has led researchers to study the relationship etween mass media and the government. The first well-known attempt to clarify the link etween mass media and the political society was introduced y -rederick 1. 1ie ert in 1>;+, and presented in Four Theories of the Press y 1ie ert, Aeterson, and 1chramm. The purpose of the work was to esta lish and e!plain four normative theories that ought to illustrate the &(ess &osition in relation to its political environment. *y LpressL 1ie ert, means all the media of mass communication, including television, radio, and newspaper. 1ie ert.s four theories =t"e aut"o(ita(ian! t"e #i)e(ta(ian! t"e So%iet! an$ t"e socia# (es&onsi)i#it*> are still acknowledged y many mass media researchers as the most proper categories to descri e how different media systems operate in the world. ,lmost every article and ook dealing with philosophical ases for 4ournalism has alluded to this ook 'Four Theories of the Press(, commented on it, or )uoted from it. &t has definitely made an impact. There is, therefore, a need to evaluate the four theories analytically in order to find out if 1ie ert.s approach still is the most functional. , critical evaluation shows that 1ie ert.s theories, which seek to e!plain the relationship etween mass media and the government, are outdated and too simplistic to e useful in today.s media research.

Pete(son! <i#)u(! Sc"(amm & Sie)e(ts ou( t"eo(ies o &(ess

=a> T"e Aut"o(ita(ian T"eo(* ,ccording to 1ie ert, the authoritarian state system re)uires direct governmental control of the mass media. This system is especially easy to recogni"e in predemocratic societies, where the government consists of a very limited and small ruling-class. The media in an authoritarian system are not allowed to print or roadcast anything, which could undermine the esta lished authority, and any offense to the e!isting political values is avoided. The authoritarian government may go to the step of punishing anyone who )uestions the state.s ideology. The fundamental assumption of the authoritarian system is that the government is infalli le. Media professionals are therefore not allowed to have any independence within the media organi"ation. ,lso foreign media are su ordinate to the esta lished authority, in that all imported media products are controlled y the state.

2<

The relationship etween the state and the media in an authoritarian system can e illustrated as such/

The ,uthoritarian theory of the press can e traced to the very eginning of printing. ,t that time, truth was thought to reside in those who held power-that is, the governing agency. Thus there was strict control of the press through the licensing of printers y the throne. Censorship was practiced if the ruler thought that information should e with held from the masses. Therefore, although the government did not necessarily own the press, it was looked on as eing an advocate of the state. Today many nations will not admit that their countries are governed according to authoritarian principles, they pu licly espouse li ertarian concepts, ut ehind the scenes authoritarian practices are carried out. This term was first used y 1ie ert refers to an arrangement in which the press is su ordinated to state power and the interests of a ruling class. The theory 4ustifies advance censorship and punishment for deviation from e!ternally set guidelines. Mnaccepta le attack on authority, deviation from official policy, or offences against moral codes should e criminal offences. Mnder certain circumstances, media are su 4ected to authoritarian tendencies in democratic regimes as well, especially in times of war and during internal and e!ternal emergencies. 2ther media like film, video, etc are su 4ected to censorship. @ven the press, which is free, lost its independence and freedom during the emergency 61><5-<<7. The authorities can and do use the provisions of official secrets act to deny free access to information, there y hampering the freedom of press.

2=

T"e ta)#e )e#o+ +i## "ig"#ig"t t"e &(actice o t"is t"eo(*3

Complete Control

to varying egrees of control

Com&#ete &(ess cont(o#

C(iticism a##o+e$! )ut go%e(nment in%o'es Censo(s"i&

S&ecia# &(ess #a+s #ea$ to a((est o e$ito(s

Su&&(ession o &(ess o&&osition is mo(e co%e(t

1oviet Mnion China 8ugoslavia

Colom ia @gypt 1yria

1outh ,frica &ran, &ra) Aakistan %e anon

Turkey ,rgentina &ndonesia

=)> T"e ;i)e(ta(ian T"eo(* -redrick 1. 1ie ert, Theodore Aeterson, and Wil ur 1chramm(s go on to e!plain the li!ertarian theory, which is also called the (ee &(ess t"eo(*. &n contrast to the authoritarian theory, the li ertarian view rests on the idea that the individual should e free to pu lish whatever he or she likes. &ts history traces ack to the 1<th century.s thinker Hohn Milton, who asserted that human eings inevita ly choose the est ideas and values. &n the li ertarian system, attacks on the government.s policies are fully accepted and even encouraged. Moreover, there should e no restrictions on import or e!port of media messages across the national frontiers. Moreover, 4ournalists and media professionals ought to have full autonomy within the media organi"ation. &t is hard to find intact e!amples of li ertarian media systems in today.s world. The M.1. will in many aspects come close, ut this country.s media system has have tendencies of authoritarianism as well.

2>

,s this illustration shows, there is no e!plicit connection etween the government and the media in the li ertarian theory/

Today t"e o&en ma('et &#ace o i$eas and the se# 1(ig"ting &(ocess define the oundaries of the li ertarian theory of the press. &n the seventeenth century Hohn Milton defended the concepts of reason and the moral integrity of man in telling right from wrong, good from ad, and truth from falsehood in a powerful argument for intellectual freedom. 2ther e!ponents of this philosophy were Hohn 1tuart, Thomas Hefferson and other who elieved in freedom of e!pression, rationalism, and natural rights. They saw as the press(s function to inform, to sell, to entertain, to uphold the truth, and to keep check on the government. Aress ownership in countries espousing the li ertarian philosophy is likely to e private and should e free from defamation, o scenity, impropriety and wartime sedition. Countries practicing the li ertarian philosophy today are the Mnited 1tates, Creat *ritain, and other western @uropean nations. 2ther theories related to li ertarian theory are the social responsi ility theory and the o 4ective theory of the press. %i ertarian theory is ased on the fundamental right of an individual to freedom of e!pression, which is regarded as the main legitimating principle for print media in li eral democracies. &n its simple form, it prescri es that an individual should e free to pu lish what he or she likes, it is thus e!tension of other rights to hold opinions freely, to e!press them, to assem le and organi"e with others. The free press theory needs no ela oration as is evident from the first amendment to the ,merican constitution, which states that 'congress shall make no lawNa ridging the freedom of speech or of the press, it is thus simply an a solute right of the citi"en(. *ut the application of press freedom has hardly een straightforward. Milton, 1tuart Mill and many others argued that if freedom is a used to the e!tent of threatening good morals and the authority of the state, it must e restrained. ,ccording to de 1ola Aool 61><+7, 'no nation will indefinitely tolerate a freedom of the press that serves to divided the country and to open the flood gates of criticism against the freely chosen government that leads its(. Moreover, much difficulty has arisen ecause press freedom has ecome identified with property rights 6private ownership7 and freedom from interference in the market. The free press theory or the li ertarian theory thus protects the owners of media ut fails to give e)ual e!pression to the rights o editors and 4ournalists or of the audiences.
+?

=c> T"e So%iet Communist?<o('e(s T"eo(* ,pparent from its name, the Soviet Communist/ Workers theory is closely tied to a specific ideology3 t"e communist. 1ie ert traces the roots of this theory ack to the 1>1< #ussian #evolution ased on the postulates of Mar! and @ngels. The media organi"ations in this system were to serve the interests of the working class and not intended to e privately owned. ,n illustration of the 1oviet system would appear to e the same as the authoritarian model, in that oth theories acknowledge the government as superior to the media institutions/

Dowever, there is a ma4or difference etween the two theories that needs to e clarified/ The mass media in the 1oviet model are e!pected to e self-regulatory with regard to the content of their messages. ,lso, the 1oviet theory differs from the authoritarian theory in that the media organi"ations have a certain responsi ility to meet the wishes of their audience. 1till, the underlying standard is to provide a complete and o 4ective view of the world according to Mar!ist%eninist principles. Today, the name of this theory is only of historical interest. *eginning in the mideighties and continuing after the fall of the 1oviet Mnion, #ussia has performed a mass media model closer to the social responsi ility principle. The clearest current e!ample of the 1oviet media theory is how the media function in China, where the communist government controls T$, radio, and newspapers. The 1oviet Theory is also called as 't"e communist me$ia t"eo(*(. Hust as the social responsi ility theory is an outgrowth of the li ertarian theory, sovietcommunist theory is an outgrowth of the authoritarian theory. Dowever, whereas according to the authoritarian theory the press resides outside the government, in the
+1

soviet media theory the press and the state are held to e one. The main purpose of the soviet-media theory is to ensure the success and continuance of the soviet socialist system and to promote the o 4ectives of the soviet socialist party. This system is found mainly in the 1oviet Mnion and other communist countries. #ussian media was reorgani"ed after the revolution of 1>1<and this theory is derived mainly from asic tenets of Mar! and @ngels. &t envisages media to e under the control of the working class whose interest they are meant to serve. Arivate ownership of the press or other media is ruled out. The media must serve positive functions in society relating to information, education, motivation, and mo ili"ation. They must support progressive movements in the country and a road. The media according to this theory are su 4ect to the ultimate control of the state and are integrated with other instruments of political life. Within these limits, the media are e!pected to e self-regulatory. They must ,ct with responsi ility @volve and follow norms of professional conduct, and #espond to people(s needs and aspirations. The media as per this theory are not su 4ect to ar itrary interference as in the case of the authoritarian theory. =$> T"e Socia# Res&onsi)i#it* T"eo(* ,n ,merican initiative in the late forties rought forth the social responsi!ility theory. #eali"ing that the market had failed to fulfill the promise that press freedom would reveal the truth, The Commission on -reedom of the Aress provided a model in which the media had certain o ligations to society. These o ligations were e!pressed in the words :in o(mati%eness! t(ut"! accu(ac*! o)@ecti%it*! an$ )a#ance:, 1ie ert writes that the goal of the social responsi ility system is that media as a whole is plurali"ed, indicating La reflection of the diversity of society as well as access to various points of viewL. ,s opposed to the li ertarian theory, the social responsi ility principle is to provide an entrance to different mass media to minority groups. The 4ournalist is accounta le to his audience as well as to the government. Most media systems in Western @urope today come close to the social responsi ility theory. ,n illustration of the theory puts the mass media and the

+2

government on the same level, signifying an interaction where oth parts are allowed to critici"e the other/

The social responsi ility theory is an e!tension of the li ertarian theory in that the press recogni"es that it has a responsi ility to society to carry out its essential functions. The social responsi ility theory ascri es asically the same si! functions to the press as the li ertarian theory/ 1. Aroviding information, discussion, and de ate on pu lic affairs 2. &nstructing and informing the pu lic to make it capa le of self government +. Arotecting the rights of the individual against the government through its watchdog function 0. Maintaining the economic e)uili rium of the system y ringing together uyer, seller, and advertiser 5. Aroviding entertainment ;. #emaining independent of outside pressures y maintaining its own economic self-sufficiency. The asic principles of the social responsi ility theory uphold conflict resolution through discussion3 there is high regard for pu lic opinion, consumer action, and professional ethics and 4ealous guard over private rights and important social interests. This theory emerged in the Mnited 1tates in the twentieth century, and it is evidenced today in the ,nglo-,merican nations. The social responsi ility theory is ased on the assumption that media serve essential functions in society. Therefore, it should accept and fulfill certain o ligations to the society. These o ligations are to e met y setting high professional standards in communication of information, truth, accuracy, o 4ectivity and alance. &n accepting and discharging these o ligations, the media should e self-regulatory within the framework of law and esta lished institutions. &n the pu lic interest, the media should underplay that news which might lead to crime, violence, and social tension or cause offence to ethnic or religious minorities. The media should e pluralist, should reflect the diversity of their society and allow access to various points of view, including the right to reply.

++

=e> Ot"e( T"eo(ies De%e#o&ment Me$ia 9evelopment media or 9evelopment Communication refers to a spectrum of communication processes, strategies and principles within the field of international development, aimed at improving the conditions and )uality of life of people struggling with underdevelopment and marginali"ation. #eflective of the field(s historical evolution, 9evelopment communication is characteri"ed y conceptual fle!i ility and diversity in the application of communication techni)ues used to address the pro lems of development. 1ome approaches in the field include/ information dissemination and education, ehavior change, social marketing, social mo ili"ation, media advocacy, communication for social change, and participatory communication. 9evelopment communication is for the etterment of the society though raised from a particular group ut affect the whole mass for etter. The limited application of the four esta lished theories of the press to the third world countries, which are vastly different from each other and also from western countries, led to the irth of a new approach where y communication is use to carry out development tasks. These tasks are carried out in line with nationally esta lished policy. The est source for information on this issue is the report of the M:@1C2 sponsored international commission for the study of communication pro lems. ,ccording to it, some common conditions of developing countries that limit the potential enefits of other theories here are/ The a sence of communication infrastructure 9ependence on the developed world for hardware and software The commitment of these societies to economic, political and social development as a primary national task The developing countries awareness of their similar identity and interest in international politics. *ecause of these different conditions, the developing countries overriding o 4ectives would e to use mass media for nation uilding. &n the interest of this task of national development, the freedom of the media and of 4ournalists needs to e cur ed to an e!tent. The ma4or thrust of development communication theorists has een on the use of media as a support to national development programmes like
+0

poverty alleviation, population control, literacy drive, employment generation schemes, etc. *ut the effectiveness of this theory depends on how governments e!ercise their right to restrict freedom or to intervene in media operations and how they use devices of censorship, su sidy and direct control. Democ(atic Pa(tici&ant T"eo(* This is the most recent addition to the list of normative theories3 is relevant to the developed li eral societies ut has some elements of the development media theory. Mc Buail notes that it is most difficult to formulate this theory 'partly ecause it lacks full legitimi"ation and incorporation into media institutions and partly ecause some of its tenets are already to e found in some of the other theories(. &n his opinion, this theory represents a challenge to the reigning theories and merits separate identification. The main feature of the democratic participant theory relates to the needs, interests, and aspirations of the active receiver in a political society. &t is concerned with the right to information, the right to answer ack, the right to use the means of communication for interaction in the small-scale settings of the community. The theory favors Multiplicity of media 1mallness of scale, of operation and Dori"ontality of communication at all levels. &t opposes uniform, centrali"ed, high cost, highly professionali"ed and state-controlled media. &t is argued that the media should e!ist primarily for the audiences and not for media organi"ations and professionals.

Stu$* & ana#*sis o ou( &(ess t"eo(ies

Theodore Aeterson, Wil ur 1chramm and -redrick 1. 1ie ert.s theories were intended to e normative, meaning that Lthey do not attempt to stipulate how social systems do operate, ut rather with specification of how they should or could work according to some pree!isting set of criteriaL. ,n evaluation of the theories should, therefore, not find out if they provide perfect descriptions of the various political systems, ut rather if the approach leads to a valua le understanding of the mass media.s position in society. -or instance, it would e a mistake to 4udge 1ie ert.s theories as dysfunctional solely on the asis of a study that shows that the 1oviet model does not entirely tell how the current #ussian media operate.
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With regard to this, two notes need to e made/ -irst, the ideal system is not synonymous with the !est system as ascri ed to the author. 1econdly, one must not mistake 1ie ert.s theories as eing a representation of how the mass media systems actually work. 1ie ert.s theories have relevancy over at least three to four decades. Mnfortunately, several recent political changes in the world indicate that 1ie ert.s approach fails to do so. Most apparent are the drastic changes of @astern @urope.s political conditions during the past five years. The collapse of the iron curtain and the 1oviet Mnion makes it irrelevant to talk a out a L1oviet media theory,L ecause it no longer reflects the conditions of the 1oviet superpower. The other three models are also closely related to political ideologies of their age, as e!plained y 1ie ert himself. When introducing the asis for the four theories, he does not make any attempt to hide the fact that all of them have their roots from specific periods of time and are closely tied to the political conditions of those ages. 1ie ert.s theories are easy to understand, ecause the simple approach makes use of well-known concepts from the area of political science. -or instance, one does not have to e a communication scholar in order to understand how words like LMar!ism,L Lworking class,L Lcommunism,L and LAravdaL are connected. The names of the four press theories not only testify the close link etween media and their political environment, ut also reveal that 1ie ert.s starting-point is political, not communicative. -irst he o serves the political conditions, and then he provides a mass media theory according to the known conditions.

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A ne+ &(o&osa# The fundamental o 4ection against 1ie ert.s approach is the lack of fle!i ility. &n order to avoid this weakness, the following model may e proposed/

This model.s strength lies first of all in its starting- point/ communication, The two continuums illustrate the two elements re)uired for a communication event to occur/ Conte!t 6the medium itself7 and content 6the message7 . ,nother strength is the reakdown of strictly given categories, which opens up for new ideas. The model seeks to answer the )uestion LWho owns the medium, and who determines what message is to e sentEL 1ie ert.s four-division is put into the model to demonstrate how it may e used. This model remains normative as one might suggest that media ought to strive for an audience-oriented content. Mass communication theory is est understood as a ranch of social theory. &ndeed, the attempt to theori"e IsocietyJ and IcommunicationJ arise in the same moment. , theorist is, one who argues, gives reasons and makes connections to larger pro lems. Theory is not only something that people do in their armchairs3 it is an art that every scholar, if not citi"en and human, should cultivate. ,ll theories are a re-approach with the past of an esta lished theory.

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SUMMAR4
1ie ert.s four theories =t"e aut"o(ita(ian! t"e #i)e(ta(ian! t"e So%iet! an$ t"e socia# (es&onsi)i#it*> are still acknowledged y many mass media researchers as the most proper categories to descri e how different media systems operate in the world. ,ccording to 1ie ert, the authoritarian state system re)uires direct governmental control of the mass media. This system is especially easy to recogni"e in pre-democratic societies, where the government consists of a very limited and small ruling-class. The media in an authoritarian system are not allowed to print or roadcast anything, which could undermine the esta lished authority, and any offense to the e!isting political values is avoided. The authoritarian government may go to the step of punishing anyone who )uestions the state.s ideology. 1ie ert goes on to e!plain the li!ertarian theory, which is also called the (ee &(ess t"eo(*. &n contrast to the authoritarian theory, the li ertarian view rests on the idea that the individual should e free to pu lish whatever he or she likes. &ts history traces ack to the 1<th century.s thinker Hohn Milton, who asserted that human eings inevita ly choose the est ideas and values. &n the li ertarian system, attacks on the government.s policies are fully accepted and even encouraged. Moreover, there should e no restrictions on import or e!port of media messages across the national frontiers. The 1oviet Theory is also called as 't"e communist me$ia t"eo(*(. Hust as the social responsi ility theory is an outgrowth of the li ertarian theory, soviet-communist theory is an outgrowth of the authoritarian theory. Dowever, whereas according to the authoritarian theory the press resides outside the government, in the soviet media theory the press and the state are held to e one. The main purpose of the soviet-media theory is to ensure the success and continuance of the soviet socialist system and to promote the o 4ectives of the soviet socialist party. Mass communication theory is est understood as a ranch of social theory. &ndeed, the attempt to theori"e IsocietyJ and IcommunicationJ arise in the same moment. , theorist is, one who argues, gives reasons and makes connections to larger pro lems. Theory is not only something that people do in their armchairs3 it is an art that every scholar, if not citi"en and human, should cultivate. ,ll theories are a re-approach with the past of an
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esta lished theory.

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E5ERCISES AND 6UESTIONS

B1. 9iscuss the 1ie ert(s four theories of Aress. B2. What are the features of the ,uthoritarian Theory given y 1ie ertE B+. Critically analy"e the relevance of the four theories of Aress given y 1ie ert. B0. Write short notes on/ 6a7 ,uthoritarian Theory 6 7 %i ertarian Theory 6c7 1ocial #esponsi ility Theory 6d7 1oviet CommunistKWorkers Theory 6e7 2ther Theories/ 9evelopment Media F 9emocratic Aarticipant Theory

/URT-ER READIN2
1. Mass Communication F 9evelopment 9r. *aldev #a4 Cupta 2. Mass Communication in &ndia Geval H Gumar +. Mass Communication Hournalism in &ndia 9 1 Mehta 0. Mass Communication Theory 9enis McBuail

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TOO;S O/ MASS COMMUNICATION

OBJECTIVES To know the various tools of Mass Communication To study the role of :ewspapers, Maga"ines, #adio, T$, -ilms, #ecords, &nternet To recogni"e the role of ,dvertising, Au lic #elations and Au lic ,ffairs as the tools of Mass Communication INTRODUCTION There are different media involved in the process of mass communication. They reach every corner of the world and are very powerful. They invade even the privacy of our edrooms. They inform, educate, entertain and persuade. They also help in the transmission of culture and perform the 4o of surveillance of the society. They are the mass me$ia. The mass media are 'the vehicles of mass communication(. The prominent ones, which have ecome household names are newspapers, maga"ines, ooks, radio, film, television, and more recently, satellite T$ and ca le T$. Mass media is roadly divided into print media and electronic media. While the print media are the oldest, having a history of a out five hundred years, the electronic media are products of the 2?th century technological revolution.

Too#s o mass communication

=a> Ne+s&a&e(s! Maga8ines! Ra$io! TV! /i#ms! Reco($s! Inte(net T"e Ne+s&a&e( Those who do not read the newspaper are uninformed and those who do read the newspaper are misinformed--Mark Twain. It is t"e &(inte$ means o con%e*ing cu((ent in o(mation. The modern newspaper is a com ination of elements from many societies and many periods of time. @ven efore the irth of Christ the #omans posted newssheets called 'acta diurna( in pu lic places. The Chinese and Goreans were using wood-carved type and paper for printing several centuries efore these appeared in @urope. &n the si!teenth century, well after printing had come to @urope, the $enetian
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government printed a small newssheet, which could e purchased for a ga"eta 6a small coin7. The use of the word 'ga"ette( to refer to newspapers has survived to this day. 1cholars of the history of 4ournalism suggest that many features of the modern newspaper such as the editorial, sport articles, illustrations, political columns, and even comics, were used in one place or another long efore the true mass press came into eing. B(ie -isto(* o Ne+s&a&e( ,lthough printing was introduced to @ngland in the late 10??, it was not until 1;21, nearly a century and a half later that early forerunners of the newspaper egan to appear. These were called 'co(antos(. Their content focused on foreign intelligence, and they were not pu lished regularly. -rom the eginning the pu lication of corantos was strongly regulated y the government. 2ne of the interesting patterns discerni le in the history of press was that the greater the e!tent to which a form of government is actually dependent upon favora le pu lic opinion, the more likely it is to support a free press. When the common people play significant roles in the determination of their own political destiny, the distri ution of news and political opinions is an important process. The ,merican and the -rench revolutions egan germinating and the whole fa ric of western society was changing. 2ld pattern was slowly eing replaced y a new social structure within which a strong middle class would e prominent. This commercialism was dependent upon improvement in the availa ility of various kinds of communication media. @ngland had many skilled writers and 4ournalists like ,ddison, 1teele, and 9aniel 9efoe. The colonial press was edited and pu lished y people who were not great literary figures. They were still using the same printing technology used y 2utten)e(g, the first person to discover printing procedure three centuries ago. *efore a true mass press could develop, a series of sweeping social changes was necessary in the society. , num er of printers and pu lishers had e!perimented with the idea of a cheap newspaper that could e sold to ur an population. $arious approaches to this pro lem were tried oth in @ngland and in the Mnited 1tates, ut without success. &t remained for an o scure :ew 8ork printer, *en4amin D.9ay, to find a successful formula. Dis little paper, the #ew $ork Sun, egan modestly enough on 1eptem er +, 1=++3 with the motto ' It s"ines o( A;;(. ,s su se)uent events proved, it did indeed shine for all. *en4amin D.9ay had egun a new era in 4ournalism that within a few years would revolutioni"e newspaper pu lishing. The 1un attracted its impressive circulation primarily y

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appealing to new readers who had not previously een reached y a newspaper. The newspaper had redefinition of 'news( to fit the tastes, interests, and reading skills of the less-educated level of society. Mp to that time, 'news( generally meant reports on social, commercial, or political events of genuine importance, ut Ben@amin Da*, however, filled the paper with news of another sort-news the people in the street found e!citing, catastrophe, disaster, crime, amusement, etc. the paper was vulgar, cheap, and sensational and aimed at new literate masses. *y 1=+< the 1un was distri uting +?,??? copies daily, more than the com ined total of all :ew 8ork daily papers. &mitators of 9ay had started rival papers almost immediately. This penny press was successful ecause it had great appeal for advertisers. More and more newspapers egan to seek out the news. The role of reporter grew more comple! and speciali"ed as papers added foreign correspondents and special news gatherers of various kinds. #eporters were sent to the scene of attles. The 'su(%ei##ance( function of the press ecame well esta lished. The rising demand for fresh news was met y newly formed cooperative news gathering agencies, which made use of the telegraph wires. Arinting technology was making rapid strides, moving toward ever-increasing automation. #evolving presses, with print cast in a solid metal stereotype, ecame capa le of rolling out 1?,??? and even 2?,??? sheets and hour. Aapers continued to gain in popularity. &n 1=5? there were a out two copies of a daily newspaper purchased in the Mnited 1tates for every ten families. This rapid growth actually continued until a out the time of World War &. The last decade of the 1>th century is one of special significance in the growth of the press ecause it was the eginning of new kind of 4ournalism. '4e##o+ @ou(na#ism( was one of the most dramatic episodes in the development of press. Within this competitive conte!t, rutal struggles for additional readers developed etween the leaders of giant rival papers. They would fight y any means availa le to e!pand their circulation figures, which were, of course the key to increased advertising revenue and profits. $arious features, devices, gimmicks, styles, and e!periments were tried y each side to make its paper more appealing to the mass of readers. :ewspapers today contain many of the devices that were actually products of the rivalries of the 1=>?s 6one of these was color comics3 an early comic character was

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called the '8ellow Gidd( from which '4e##o+ @ou(na#ism is said to derive its name.7 4e##o+ @ou(na#ism is a pe4orative reference to 4ournalism that features scandal-mongering, sensationalism, 4ingoism or other unethical or unprofessional practices y news media organi"ations or individual 4ournalists. &ntellectuals in general were deeply wounded y yellow 4ournalism. ,ccording to them the great new means of communication, which held forth the tantali"ing potential of mass cultural and moral upliftment, was turning to e societal degeneration. %eaders in religion, education, law and government increasingly voiced strong protests. The press lords were faced with the threat of losing pu lic confidence. These considerations led a num er of ma4or pu lishers to egin to put their own houses in order. #esolution of the conflicts rought new social arrangements. Cradually, the press ecame less sensational and more responsi le. , set of codes and norms defining its limits and responsi ilities gradually ecame increasingly clear. While the mass press today varies in its degree of such strict codes, the e!cesses of the yellow 4ournalism is a thing of the past. Today, the newspaper is regularly pu lished printed un ounded newsprint in roadsheet or ta loid si"e and serves general interests of specific communities with news, comments, features, photographs and advertisements. /utu(e o Ne+s&a&e( :ewspaper will undou tedly survive with some further reduction of market share. -ew changes in literacy or other factors related to potential increases in readership are pro a ly in the immediate future. :ewspaper pu lication houses today have features all modern features like &nternet3 four color offset printing, electronic newsrooms and many such gadgets. The future newspaper could e a ta let newspaper having li)uid crystal 6%C97 screen in which the contents could e collected through telephone lines or ca les. @verything could e displayed on the screen at the click of a utton. ,nother ma4or development could e that newspaper could e customi"ed, and people will get to read only the things, which interests them. This way the readers will e!ercise a lot of control on the contents of the newspaper. *ut only few people will get access to such electronic newspaper.

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Maga8ine Maga"ine means a 'sto(e "ouse( and thus has a variety of contents in it. Maga"ines have specific well-defined readers and thus advertiser can reach specific target people through it more effectively. The maga"ines are dependent on advertising and try to reach particular segments of men, women, film lovers, young generation, etc through it. We also have trade and usiness maga"ines for people in such professions. :ewspapers, private pu lishing houses, societies, educational institutions or some religious organi"ations may pu lish maga"ines. @ven some government department and political parties pu lish their regular maga"ines. Maga"ines are pu lished weekly, fortnightly, monthly, half yearly and even yearly. 2ne of the earliest maga"ines known was the Journal des Scavans founded in Aaris in 1;;5 and initially it carried a stracts of ooks. The golden age for maga"ines in ,merica came in the late half of the 1> th century during which channels of distri ution were created as transmission network developed. Aaper pulp was now cheaper3 the printing processes were improved and invention of linotype facilitated automatic typesetting. 8et another advancement was etter photographic reproduction. Today, we have maga"ines for every topic under the sun like, eauty and fashion, usiness and commerce, art and craft, education and career, health and grooming, photography, automo iles, electronics, science and technology, etc. maga"ines do play an important role in information, education, and offer variety of su 4ects for entertainment of its specific target readership. T"e Ra$io 2ug#ie#mo Ma(coni of &taly invented a way to transmit sound without using wires. *y 1>?1, Marconi succeeded in creating a wireless communication link etween @urope and :orth ,merica. &n 1>?;, %ee -orest with Hohn -leming perfected the 'audion( or the vacuum tu e, which made clear transmission of voice and music possi le. These developments paved the way for the first ever roadcast that took place on Christmas @ve, in 1>?; in M1,. %ater it took ten years of hard work to perfect the radio. #adio esta lished its place very fast in the minds of listeners. Deavy doses of infotainment including music, drama, talk shows, etc supplemented with news
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made radio popular overnight. 1oon radio industry developed wide spreading networks and y the 1>+?(s radio ecame prime mass medium. #adio roadcasting was introduced in &ndia y amateur radio clu s in Calcutta, *om ay, Madras and %ahore, though even efore the clu s launched their ventures, several e!perimental roadcasts were conducted in *om ay. #adio programmes may e classified into two road groups 1. S&o'en +o($ &(og(ammes, which include news ulletins, talks, discussions, interviews, educational programmes for schools and colleges, specific audience programmes directed at women, children, rural and ur an listeners, drama, radio features and documentaries. 2. Music &(og(ammes, which include disc 4ockey programmes, musical performances of all types and variety programmes. St(engt" o t"e Ra$io 2. #adio reaches messages to illiterates, neo-literates and highly educated receivers simultaneously. +. &t is a fairly afforda le to e owed y everyone. 0. The want of visual effect is compensated y sound effects, oth natural and mechanical and so live effect is moderately high. The )uality of voice and sound makes the communication fairly en4oya le. 5. Musical sound effect enlivens the communication and often reaks monotony. ;. &t has the capacity to deliver instantaneous messages. <. #adio does not re)uire captivity. %isteners can receive messages even when they are working. -armer may listen to farm programmes while working in fields, a usy e!ecutive may listen to news ulletin even while driving or a housewife may listen to her favorite programme even while working in the kitchen. =. #adio does not re)uire power line for operation and so people in remote villages devoid of power lines can also receive messages from this medium. >. 2nce a transistor radio is purchased, messages flow constantly and no cost is involved for reception of messages. <ea'ness o t"e Ra$io 1. Communication through radio lacks visual component and so does not demonstrate ut suggests.

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2. 1poken messages are su 4ect to interpretation of listeners according to their imagination, e!perience and predisposition3 hence possi ility of misinterpretation is very high. +. %isteners need lot of imagination and therefore understanding of message depends largely on the characteristics of the receivers. 0. Communication is time limited and presents tiny fragments of topics in a hapha"ard mosaic. The medium has also limitations ecause of its audio nature. 5. #eceivers cannot put off listening parts of message for su se)uent listening at their convenience. /utu(e o Ra$io #adio(s future is a mystery. &t is not easy to predict the future of radio. The future of radio would depend on changing regulatory scenarios, technological developments and change of listener(s appeal. #adio(s current locali"ation and speciali"ed programming will continue. Technologically, radio transmission will improve greatly. -M will continue to grow faster and igger. #adio listeners have indeed grown manifold, and the network is e!panding a great deal an now it offers a daily service for many hours transmitting news, comments, songs, music, comedies, thrillers, sports, esides special programmes for children, youth and farmers. 2ne of the est advantages that radio has over other media is that it can serve and entertain an audience, which is otherwise occupied. -or e!ample, people can listen to it while working at home, in the fields and factories and even while traveling. Te#e%ision Mnlike other forms of mass media, television has ecome one of the most powerful media of Mass communication. With a modest eginning in the 1>+?s, it has grown into a massive network of mass information and mass entertainment in today(s world. The attraction of the '%isua# ness( of the medium makes people remain glued to the T$ set for hours. Television captures our imagination and is the most complete and dramatic of all mass media. &n addition to providing news and events, television also packages fiction, drama, culture, economy and many other things. Thus, this idiot o! 6 ecause it provides everything on a platter and we need not do any thinking7 has een increasing its hold on us.

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-isto(* o Te#e%ision The inventions and discoveries in the late 1>>?s and early twentieth century, which gave us radio, films and the telephone, also lead to the invention of the television. V#a$imi( A+o(*'in, an ,merican scientist, who developed an all-electronic television system in 1>2+ and perfected it y 1>2=, took the first ig step in the development of T$. Dowever, only e!perimental T$ roadcasts were conducted in the early days. &n 1>+=, T$ sets ecame widely availa le and since then there is no looking ack. &n &ndia, television arrived with small scale e!perimental telecasting from 9elhi in 1>5>. 1lowly the half hour programme e!periment grew. While 9oordarshan was the only channel availa le through 1>=?, the T$ in &ndia has completely changed with the arrival of private T$ channels. St(engt" an$ +ea'ness o Te#e%ision &t has all the strength of radio e!cept that it needs captive audience, has not attained porta ility and miniaturi"ation and needs power line for ine!pensive working. T$ viewing is essentially a family affair and so helps family unity. &t is far from slow and availa ility is constant. #epetition of message does not incur e!pense e!cept nominal fees for ca le connections. Television like radio, is in all sense a 'now( medium. Television gives cursory overview of the events and is never capa le of providing in-depth analysis and reporting. &t is severely time limited and presents tiny fragments of topics. Television programmes skip and 4umps demands constant change of mental gears from programmes to commercial, from documentary to cartoon and news. ,lso contents are high in entertainment and low in information. Aower line is needed for its ine!pensive operation and attery operated television sets are most e!pensive. /i#ms -ilms refer to all documentary, educational, feature, informational and advertisement cinemas. , film is considered a mass medium ecause it reaches to a very large audience. &t is not as immediate as newspaper, television or radio, ut reach a large num er of people over a long period of time. -ilm does not have a well-defined audience like other ma4or mass media. &t also lacks the overwhelming presence as en4oyed y radio, T$ and newspapers, etc. ut still it has one very ig advantage that is it commands attention. 2nce inside the darkened theatres, audience mem ers forget the outside world and ecome captive to the charm of the
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film. The larger than life format of film 6from 1;mm, +5mm, <?mm, cinema scope to the most recent &-ma! format7 provides the film producer a solute control over emphasis% order of presentation% continuity% dramatic effect and timing& Thus film has ecome a super medium of entertainment, instruction and persuasion. When individual photographs or visuals are shown one after the other at a very fast rate, then we get an illusion of motion or movement. Cinema works on the principles of 'persistence of vision(, which means that the eye retains an image for fleeting seconds after it is gone. @fforts had started very early to create illusion of motion. Many devices were invented for this purpose. %ong ack %eonardo da $inci developed the camera o scura. &n 1;<1, Gircher developed the 'magic lanterns(. Ahotography and pro4ection were united when 1tanford developed the 'Ooopra!inoscope(. 1oon Thomas ,lva @dison invented the electric ul and many other such developments took place. Then came the ;umie(e )(ot"e(s who produced and started having commercial shows of short shoot and show films. 1oon others followed and y the eginning of the 2?th century, film ecame the second mass medium after newspapers. $ery soon films ecame a form of family entertainment. Movie theaters opened everywhere and people wanted to see more interesting contents. 1o feature films came into e!istence. The com ination of all these factors made cinema a ooming industry. -ilm has had an enormous impact on the audiences. 2ne reason is it is not imposed. &t does not come to us and instead we go to theatres to watch films. Msually the films deal with universal themes so language arrier is minimal and we can thoroughly en4oy film of another language if we like the theme. &ndia is in fact the largest producer of feature films in the world. Commercial cinema is all glamour and fantasy. The usual ingredients are se!, songs, dances, crime, fights, melodrama, and comedy, all ordering on unreality. Then also, these films set trends in styles and tastes, dominate the popular radio and television entertainment programmes, provide spicy reading material for film maga"ines, which are pu lished in large num ers. St(engt" an$ +ea'ness Cinemas are replica of dramas in natural settings and so influence audience. @ven myths are depicted as if they are real. Cinema is an audio -visual medium and is rich in live effect and demonstrates as well as suggests. 9etails are e!tensive

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through sound, music, visual effects, and skillful production, editing and roleplaying. 9ramati"ation of the presentation sets tempo and mood of the audience. ,nd most significant attri ute of film is that it reaches messages to illiterates, neo literates, and moderately educated and highly educated people having asic visual literacy. 1election of sets and props in films sometimes confuse the audience, makes the communication a stract and creates misunderstanding. Crime and o scene adversely affect the society and so realistic censorship is re)uired for the welfare of the society. Cost of e!posure is moderately high especially in case of commercial cinema. /utu(e o i#ms &n its century old e!istence cinema has faced few shakes ups. -irst it was television. 1keptics thought no one would watch films in theatres, as so much was availa le on television with in the comforts of one(s home. *ut soon it was found that T$ depends too heavily on films and films form a considera le part of T$ programming. Then came videocassettes. :ow it is videodiscs. These eliminate the necessity of Igoing outJ to the theatres to e entertained. *ut the fact that cinema is thriving proves that mass media share a sym iotic relationship and are not mutually destructive. 2f course, cinema is not sitting idle. &t is facing the threat posed y other media head-on. Dighly decorated theatre halls complete with shopping comple!es, are now attracting more audience. Multiple!es, like A$# 9elhi are another way of film fighting ack. Then there are <? mm and cinemascope. -aster frame rate is another novelty. Dollywood has started delivering films to theatre halls over satellite. ,nother recent innovation is the I-ma screens, which are ten times larger than the traditional +5 mm screen. 9ol y stereo system, 1;-track recording, etc. also have added more allure to films. &nteractive films, where audience mem er can have a say a out how a film should end, is another novel way of attracting more audience. 1o it can e safely concluded that film, as a medium of entertainment and communication and as an industry, would continue to grow and hold an important part in our social system.

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Reco($s , g(amo&"one (eco($ 6or simply (eco($7 is an analogue sound recording medium consisting of a flat disc with an inscri ed modulated spiral groove starting near the periphery and ending near the center of the disc. Cramophone records were the primary medium used for commercial music reproduction for most of the 2?th century. They replaced the phonograph cylinder in the 1>??s, and although they were supplanted in popularity in the late 1>=?s y digital media, they continue to e manufactured and sold as of 2??<. Cramophone records remain the medium of choice for many audiophiles and music aficionados, especially in the electronica genre. &n 1=<=, Thomas @dison independently uilt the first working phonograph, a tinfoil cylinder machine, intending to use it as a voice recording medium, typically for office dictation. The phonograph cylinder dominated the recorded sound market eginning in the 1==?s. Mate(ia#s @arly disc records were originally made of various materials including hard ru er. -rom 1=>< onwards, earlier materials were largely replaced y a rather rittle formula of 25P LshellacL 6a material o tained from the e!cretion of a southeast ,sian eetle7, a filler of a cotton compound similar to manila paper, powdered slate, and a small amount of a wa! lu ricant. The mass production of shellac records egan in 1=>= in Cermany. 1hellac records were the most common until the 1>5?s. Mn reaka le records, usually of celluloid 6an early form of plastic7 on a paste oard ase, were made from 1>?0 onwards, ut they suffered from an e!ceptionally high level of surface noise. &n the 1=>?s the early recording formats of discs were usually seven inches -rom 1>?+ onwards, 12-inch records 6+?.5cm7 were also commercially sold, mostly of classical music or operatic selections, with four to five minutes of music per side. 1uch records were usually sold separately, in plain paper or card oard sleeves that may have een printed to show the producer or the retailer.s name and, starting in the 1>+?.s, in collections held in paper sleeves in a card oard or leather ook, similar to a photograph al um, and called record al!ums. @mpty record al ums were also sold that customers could use to store their records in.The ;ong1P#a*ing (eco($s =;Ps> usually come in a paper sleeve within a colour printed card 4acket which also provides a track listing.

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9uring the reign of the Communist Aarty in the former M11#, records were commonly homemade using discarded medical !-rays. These records, nicknamed :Bones:! were usually inscri ed with illegal copies of popular music anned y the government. S&ee$s @arliest rotation speeds varied widely, ut etween 1>?? -1>25 most records were recorded etween <0-=2 rpm. &n parts of the world that used 5? D" current, the standard was <<.>2 #AM, which was the speed at which a stro e disc with << lines would Lstand stillL in 5? D" light. Thus these records ecame known as '(s 6or Lseventy)eights7. ,fter World War &&, two new competing formats came on to the market and gradually replaced the standard L<=L/ the ++Q rpm 6often 4ust referred to as the ++ rpm7, and the 05 rpm. The older <= format continued to e mass produced alongside the newer formats into the 1>5?s, and in a few countries, such as &ndia, into the 1>;?s. ,s late as the 1><?s, some children.s records were released at the <= rpm speed. 9eli erately playing or recording records at the wrong speed was a common amusement. -or e!ample, playing the song L&.m on -ireL from *ruce 1pringsteen.s ++Q %A at a 05 speed gives the singer a falsetto singing voice. 1u se)uently, playing a 05 rpm recording at ++Q gives a husky voice, almost masculine tone. -aster play ack made the tracks sound like punk rock or power pop, while slower speeds gave the songs a thick, heavy metal effect. Reco($ Music In$ust(* in In$ia &ndian recorded music industry had its eginning in 1>?< when the Cramophone Company of &ndia 6also called as DM$7 opened an office in Calcutta. The first recording of an &ndian song took place in 1>?2 in *om ay. 9uring the first few decades of the arrival of the gramophone in &ndia, the records released were confined to classical music, though eventually folk songs and patriotic songs also came to e recorded and sold in large num ers. %ater, Cramco(s sales were initially of @nglish songs ut in few years, &ndian artists, especially the mehfil and *uawwali singers too had their songs recorded and issued on discs. The standard disc at that time was < inches in diameter, and had a speed of <=rpm. This restricted the length of a song to three and a half minutes. %ater, 12inches discs were introduced to provide for an e!tra minute of playing

5+

time. The glo al music industry has een estimated worth over R0? illion, out of which &ndia(s share is R25? million. Remi. a#)ums had first turned into a rage in the =?s and >?s ecause of the growing interest among young music listeners in the cities in disco rhythms and e!cellent sound )uality. ,lso, their interest in old film songs has remained intact. This generally involves first re-recording the rhythm track and then superimposing a vocal track on it. ,lmost, all music ma4ors in &ndia like T-1eries, Tips and $enus, are involved in the usiness of're-mi!es(. Inte(net There is a rising use of personal computers y individuals at home and in offices. Today, average person has the skill to use asic computer in daily life. ,s the essence of mass communication is that professional communicators operate the media to a large and heterogeneous audience, a computer network in which people send messages to each other will e a different kind of process altogether. Dowever, where records of memos, messages, and transactions are done, this medium would e considered to e a medium of mass communication. , more likely prospect is that new mass media will develop y coupling computers to modern variants of ca le television. &n fact, e!perimental media using this technology have already come into use. The Inte(net is the worldwide, pu licly accessi le network of interconnected computer networks that transmit data y packet switching using the standard &nternet Arotocol 6&A7. &t is a Lnetwork of networksL that consists of millions of smaller domestic, academic, usiness, and government networks, which together carry various information and services, such as electronic mail, online chat, file transfer, and the interlinked We pages and other documents of the World Wide We . The prevalent language for communication on the &nternet is @nglish. This may e a result of the &nternet.s origins, as well as @nglish.s role as the lingua franca. &t may also e related to the poor capa ility of early computers to handle characters other than those in the asic %atin alpha et. The &nternet is allowing greater fle!i ility in working hours and location, especially with the spread of unmetered high-speed connections and We applications.

50

The &nternet can now e accessed virtually anywhere y numerous means. Mo ile phones, datacards, handheld game consoles and cellular routers allow users to connect to the &nternet from anywhere there is a cellular network supporting that device.s technology. Common uses o t"e Inte(net E1mai#-The concept of sending electronic te!t messages etween parties in a way analogous to mailing letters or memos predates the creation of the &nternet. @ven today it can e important to distinguish etween &nternet and internal e-mail systems. &nternet e-mail may travel and e stored unencrypted on many other machines and networks out of oth the sender.s and the recipient.s control. T"e <o(#$ <i$e <e)1Through keyword-driven &nternet research using search engines, like Coogle, millions worldwide have easy, instant access to a vast and diverse amount of online information. Compared to encyclopedias and traditional li raries, the World Wide We has ena led a sudden and e!treme decentrali"ation of information and data. Remote access-The &nternet allows computer users to connect to other computers and information stores easily, wherever they may e across the world. This is encouraging new ways of working from home, colla oration and information sharing in many industries. ,n accountant sitting at home can audit the ooks of a company ased in another country. Co##a)o(ation1The low-cost and nearly instantaneous sharing of ideas, knowledge, and skills has made colla orative work dramatically easier. :ot only can a group cheaply communicate and test, ut the wide reach of the &nternet allows such groups to easily form in the first place, even among niche interests. &nternet .chat., whether in the form of &#C .chat rooms. or channels, or via instant messaging systems allow colleagues to stay in touch in a very convenient way when working at their computers during the day. Messages can e sent and viewed even more )uickly and conveniently than via e-mail.

55

/i#e s"a(ing1, computer file can e e- mailed to customers, colleagues and friends as an attachment. &t can e uploaded to a We site or -TA server for easy download y othersThese simple features of the &nternet, over a world-wide asis, are changing the asis for the production, sale, and distri ution of anything that can e reduced to a computer file for transmission. This includes all manner of office documents, pu lications, software products, music, photography, video, animations, graphics and the other arts. St(eaming me$ia1Many e!isting radio and television roadcasters provide &nternet .feeds. of their live audio and video streams 6for e!ample, the **C7. They may also allow time-shift viewing or listening such as Areview, Classic Clips and %isten ,gain features. These providers have een 4oined y a range of pure &nternet . roadcasters. who never had on- air licenses. This means that an &nternetconnected device, such as a computer or something more specific, can e used to access on-line media in much the same way as was previously possi le only with a television or radio receiver. We cams can e seen as an even lower- udget e!tension of this phenomenon. While some we cams can give full frame rate video, the picture is usually either small or updates slowly. Voice te#e&"on* =VoIP>1$o&A stands for $oice over &A, where &A refers to the &nternet Arotocol that underlies all &nternet communication. This phenomenon egan as an optional two-way voice e!tension to some of the &nstant Messaging systems that took off around the year 2???. &n recent years many $o&A systems have ecome as easy to use and as convenient as a normal telephone. The enefit is that, as the &nternet carries the actual voice traffic, $o&A can e free or cost much less than a normal telephone call, especially over long distances. =)> A$%e(tising! Pu)#ic Re#ations & Pu)#ic A ai(s ,dvertising and Au lic #elations are not 'mass media( in the same way that the press, the cinema, radio, T$ is. They are not so much mediating technologies for reaching the masses as users of the mass media to get across their message to large num ers of customers. ,dvertising has een the engine of growth of mass media. Much of the financial support for the development of the technologies media has come from usiness and industry, which need large Sscale advertising to make their ware known in the marketplace.

5;

A$%e(tising -or the common men advertising means television commercials, radio 4ingles and print advertisements. A$%e(tising can )e $e ine$ as a &ai$ $issemination o in o(mation t"(oug" a %a(iet* o mass communication me$ia to moti%ate a $esi(e$ action, ,ccording the 'concise o!ford dictionary( the ver , 'to advertise( means/ to make generally or pu licly known. Heremy *ullmore defines advertising as ' A$%e(tising is an* &ai$ 0 o( communication inten$e$ to in o(m an$ ?o( in #uence one o( mo(e &eo&#e. Dere, the first element paid for distinguishes advertising from free pu licity. The second element communication indicates transmission of messages and the use of a medium. The third element intentional is a out advertisements eing goal-oriented. -ourthly, inform andKor influence indicates a out the persuasive nature of advertising. A$%e(tising is &(o%i$ing in o(mation! ca##ing attention to! an$ ma'ing 'no+n somet"ing t"at *ou +ant to se## o( &(omote, ,dvertising is a message designed to promote or sell a product, a service, or an idea. ,dvertising reaches people through varied types of mass communication. &n everyday life, people come into contact with many different kinds of advertising. Arinted ads are found in newspapers and maga"ines. Aoster ads are placed in uses, su ways, and trains. :eon signs are scattered along downtown streets. *ill oards dot the landscape along our highways. Commercials interrupt radio and television programming. &ndividuals, political candidates and their parties, organi"ations and groups, and the government also advertise. The armed forces use ads to recruit volunteers. 1pecial interest groups promote a cause or try to influence people.s thoughts and actions. Aoliticians use ads to try to win votes. ,nd people advertise in newspapers to sell cars, homes, property, or other items. Arior to considering methods of advertising and marketing it is important to ensure that you understand and adhere to local country laws relating to data protection and customer rights concerning privacy and opt-out of various marketing methods. This especially relates to maintaining and using lists and people.s personal details, to the use of telemarketing, direct mail, fa! marketing, and email. Cenerally private consumers en4oy more protection than usiness-to- usiness customers.

5<

,dvertising is 4ust not for information, ut for a purpose. This purpose is to motivate a desired action. Aeople use advertising to achieve a variety of o 4ectives. The road functions are to inform, educate, and persuade. The su sidiary functions are to create awareness, change attitudes and generally to gain accepta ility. &n case of product and service advertising, the o 4ective is to inform the consumers and generate demand. &nstitutional and ideas advertising are designed to create a favora le attitude and accepta ility. Thus, the functionsKrolesKpurposes of advertising are many/
1. Ma('eting1 Marketing is the strategic process in

usiness that is used to satisfy consumer needs and wants through goods and services, to reach its target audiences, marketing use many tools of promotion. ,lso known as marketing communication, these tools include personal selling, sales promotion, pu lic relations and of course, advertising. ,dvertising is the most widely used and most visi le of promotional tools in marketing. ,dvertising is a commercial form of mass communication. &t transmits different types of marketing information and tries to match uyers and sellers in the market place. ,dvertising not only informs prospective uyers, it also transforms the product y creating a personality for it. Msing visuals, words, music, drama and lot of other things, advertising creates an image for the product that goes eyond mere facts. y helping the society to achieve a undance y informing and persuading people a out products, services and goods. ,dvertising assists in the development of 4udgment on the part of consumers in their purchase practices. 1imply put, advertising helps consumers make informed uyers decisions. 2ther elieve that advertising is a source of information that increases the price sensitivity and stimulates competition. new and improved products. 1ome times it tells us how to use certain products. &t also helps us compare products and services.

2. Communication-

+. Economic (o#e1 ,dvertising play an important role in the economy

0. Socia# (o#e1 ,dvertising plays a num er of social roles. &t informs us a out

5. Im&(o%e sa#es- ,dvertising can also

e for winning ack the lost consumers, y announcing some improvements, new schemes, attractive packages, or etter )uality of the product or services. &t might e necessary to reduce prices to hold on the consumers against competition.
5=

;. P(o%i$e satis action1 , consumer uys a product or service for the satisfaction it provides. The interest is not in the product or service for itself, ut in the satisfaction it provides. &t can e psychological too. &f one uys a soap which is advertised as the eauty soap of the stars, one knows very well that one cannot ecome a film star y using the soap or even ac)uire the comple!ion of the film star. The psychological satisfaction is of the selfdelusion that one uses the same toilet soap as a film star. <. Se##s ;i est*#e- ,dvertising also sells lifestyle. This is very true of the advertisements of such products as pressure cookers or gas stoves. These might e descri ed as conveniences products. Thus, advertising creates demands for the new products and hence creates a lifestyle.
=. P(o%i$e Em&#o*ment- Without advertising, products and services could not

e sold in sufficient )uantities. Without sales, factories would close down causing unemployment. Thus advertising stimulates economy y providing employments to many people.
>. Re%enue o( Me$ia-&t is true that newspapers, periodicals and even the

electronic media depend on advertising as a ma4or source of revenue. 1?.In #uences Pu)#ic O&inion-,dvertising today has ecome a very powerful instrument for motivating pu lic opinion and action. That is why it is used for political campaigns as well. Pu)#ic Re#ations 6PR7 Pu)#ic (e#ations 6PR7 is the usiness, organi"ational, philanthropic, or social function of managing communication etween an organi"ation and its audiences. There are many goals to e achieved y the practice of pu lic relations, including education, correcting a mistruth, or uilding or improving an image. De inition The term Au lic #elations was first coined y the M1 Aresident Thomas Hefferson. De used the term during his address to Congress in 1=?<. 2ne of the earliest definitions of A# was coined y @dward *ernays. ,ccording to him, LAu lic #elations is a management function which ta ulates pu lic attitudes,

5>

defines the policies, procedures and interest of an organi"ation followed y e!ecuting a program of action to earn pu lic understanding and acceptance. L ,ccording to two ,merican A# professionals 1cott M. Cutlip and ,llen D. Center, LA# is a planned effort to influence opinion through good character and responsi le performance ased upon mutual satisfactory two-way communicationL. Au lic relations is the art and science of managing communication etween an organi"ation and its key constituents to uild, manage, and sustain its positive reputation. Au lic relations is the process of aligning the perceptions of targeted audiences 6or pu lics7 with the current realities and reasona le prospects of another entity. Au lic relations is a out uilding pu lic relationships. Au lic relations is the strategic art and science of connecting your story to the audiences that matter most, i.e./ key constituents, target audiences, thought leaders, and decision makers. Au lic relations is usiness advocacy among all pu lics. Pu)#ic (e#ations in%o#%es3 1. @valuation of pu lic attitudes and opinions. 2. -ormulation and implementation of an organi"ation.s procedures and policy regarding communication with its pu lics. +. Coordination of communications programs. 0. 9eveloping rapport and good-will through a two way communication process. 5. -ostering a positive relationship etween an organi"ation and its pu lic constituents. @!amples include/ Corporations use marketing pu lic relations 6MA#7 to convey information a out the products they manufacture or services they provide to potential customers to support their direct sales efforts. Typically, they support sales in the short and long term, esta lishing and urnishing the corporation.s randing for a strong, ongoing market.

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 Corporations also use pu lic-relations as a vehicle to reach legislators and other politicians, seeking favora le ta!, regulatory, and other treatment, and they may use pu lic relations to portray themselves as enlightened employers, in support of human-resources recruiting programs. :on-profit organi"ations, including schools and universities, hospitals, and human and social service agencies, use pu lic relations in support of awareness programs, fund-raising programs, staff recruiting, and to increase patronage of their services. Aoliticians use pu lic relations to attract votes and raise money, and, when successful at the allot o!, to promote and defend their service in office, with an eye to the ne!t election or, at career(s end, to their legacy. Pu)#ic Re#ation is a management function that involves monitoring and evaluating pu lic attitudes and maintaining mutual relations and understanding etween an organi"ation and its pu lic. Au lic could include shareholders, government, consumers, employees and the media. &t is the act of getting along with people we constantly come in touch with. A#2s ensure internal cohesion in the company y maintaining a clear communications network etween the management and employees. &ts first o 4ective is to improve channels of communication and to esta lish new ways of setting up a two-way flow of information and understanding. Au lic relations as a separate career option has came into e!istence when lots of private or government companies and institution felt the need to market their product, service and facilities. Au lic image is important to all organi"ations and prominent personalities. The role of pu lic relation specialist ecomes pertinent in crisis situations when the correct and timely transmission of information can help save the face of the organi"ation. &n terms of career opportunities, Au lic relations is roadly practiced for product pu licity, corporate pu licity, to have etter relations with the government, to pu lish corporate pu lications like newsletter, ulletins, maga"ines for employees etc. Most training programmes in ,dvertising also include pu lic relations. These courses mainly cover areas like pu lic relations principles and techni)ues, pu lic relations management and administration, including organi"ational development, writing, emphasi"ing news releases, proposals, annual reports, scripts, speeches, and related items, visual communications, including desktop pu lishing and

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computer graphics, and research, emphasi"ing social science research and survey design and implementation. Pe(sona# Att(i)utes o a PRO 2ne must have e!cellent communication skills3 oth spoken and written so have to e!press thoughts clearly and simply. ,n effective personality and the a ility to get along with a wide range of people oth inside and outside an organi"ation are necessary. Must, e polite always as he has to work under pressure or provocation. ,n organi"ing a ility is re)uired too, as one may have to organi"ed press conferences, lectures, e!hi itions and events. Must, have self- confidence and far sightedness. De must e a le to understand human psychology and take decisions apt to the situation. ,nalytical skills are re)uired to interpret research information and plan activity. Au lic relations officers have to work within and outside the organi"ation. Within the concern they have to conduct management-employee meets, to inform organi"ations policies, activities and accomplishments. 2utside he has to liaison with government departments, trade unions, press etc whose cooperation is re)uired for the smooth functioning, and also have to manage complaints from the consumers, organi"ed events like fairs, e!hi itions etc. The work involves keeping management aware of pu lic attitudes and concerns of the many groups and organi"ations with which they must deal. &n addition, pu lic relations departments employ pu lic relations specialists to write, research, prepare materials, maintain contacts, and respond to in)uiries. ,nother important area of work in this field is to create pu lic identity or an image for pu lic figures like political parties, models and film stars. &t include advising them on every aspect of personality, including dress code, ehavior, statement given in press, pu lic appearances etc. %o ying, a new field in this career, involves ringing a out the passage of laws favora le to the special interest group they represent like a company, industries, government etc. &t is a strategy used to raise pu lic consciousness and influence policy makers in areas like environment, human rights, education etc. This is an interesting area of work in pu lic relation.

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/utu(e Jo) P(os&ects Au lic relation officers can find employment in the corporate sector, pu lic sector, government agencies, tourist agencies, hotels, anks and other financial institutions, private consultancy firms etc. :owadays they can find work even with individuals like political figures, models and film stars who want their pictures, profiles and interviews pu lished in maga"ines and need agents who can do the work for them so as to have an image in front of general pu lic. Pu)#ic A ai(s Pu)#ic a ai(s refers to/ Au lic affairs, is a term for the the professional practice of lo ying governments for the purpose of advancing specific pu lic policy outcomes deemed favora le to those funding or directing the lo ying efforts Au lic affairs programming, which refers, in the roadcasting industry, programming which focuses on matters of politics and pu lic policy Au lic administration is the study and implementation of policy. The ad4ective .pu lic. often denotes .government., though it increasingly encompasses non-governmental organi"ations such as those of civil society or any entity and its management not specifically acting in self-interest Pu)#ic a ai(s programming, a roadcasting industry term, refers to programming which focuses on matters of politics and pu lic policy. ,mong commercial roadcasters, such programs are often only to satisfy regulatory e!pectations, and hence are scheduled at times when few listeners or viewers are tuned in 6or even awake73 in M.1. roadcasting, this is known as the L1unday-morning pu lic affairs ghettoL. ,t some 6particularly national7 roadcasters, LAu lic ,ffairsL may e a special unit, separate from the news department, dedicated to producing long-form pu lic-affairs programming, as at the Canadian *roadcasting Corporation prior to 1>>2. The pu lic affair usiness models of roadcasting differs in the method y which stations are funded/ in-kind donations of time and skills y volunteers 6common with community roadcasters7 direct government payments or operation of pu lic roadcasters indirect government payments, such as radio and television licenses grants from foundations or usiness entities
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 selling advertising or sponsorships pu lic su scription or mem ership fees charged to all owners of T$ sets or radios, regardless of whether they intend to receive that program or not 6an approach used in the MG7 *roadcasters may rely on a com ination of these usiness models. -or e!ample, :ational Au lic #adio, a non-commercial network within the Mnited 1tates, receives grants from the Corporation for Au lic *roadcasting 6which in turn receives funding from the M.1. government7, y pu lic mem ership. Pu)#ic a ai(s cam&aigns are run with a wide range of strategies and tactics, including forming alliances, mo ili"ing stakeholders, engaging the media and implementing grassroots activities. Top-notch pu lic policy e!perts are employed to aid corporations and institutions with legislative and regulatory issues. These officers know well how to communicate effectively a out the issuesTwhether working for an energy company to shape the outcome of a legislative attle, esta lishing a leadership position regarding &nternet policy for an e- usiness or communicating a policy to the pu lic on ehalf of governments. The pu lic affair companies have issues analysts with ackgrounds in environment, energy, transportation, and healthcare, pu lic safety, and trade, la or and ta! policy. They help clients successfully navigate the halls of power in the state capital and influence policy issues in key markets across the state. The team has e!tensive e!pertise in policy development, issues management, allot initiatives, media relations, transportation, la or, education and healthcare policy and helps clients nationally and internationally to meet the client(s desired goal. 2#o)a# &u)#ic a ai(s a(eas o e.&e(tise inc#u$es3 &ssues ManagementTWhether an issue is hot or 4ust heating up, uilding goodwill and understanding is the est way to protect reputations. %egislativeK#egulatory CounselTThe success of a communications campaign in legislative and regulatory arenas often hinges on access to leaders. ,lly 9evelopmentTThe most powerful and credi le alliances come from uniting independent entities that share a stake in an issue.s outcomeT without sacrificing individual voices or autonomy. Crisis ManagementTThe moment a volatile issue develops, it must e sei"ed, analy"ed and understood so a successful strategy can emerge to capitali"e on opportunity or steer clear of rough waters.
;0

 Crassroots ,dvocacy 6promotion7T@ven when a attle wages on national, international or glo al fronts, the solution is almost always local. Winning political support from the ottom up re)uires educating and activating constituencies. %egal ,ction 1upportTDigh-profile legal action, regardless of the outcome, can affect pu lic policy decisions. Managing the communications environment surrounding legal action creates opportunities to shape alanced, fair perceptions and attitudes =$> /o#' Me$ia & T(a$itiona# me$ia /o#' Me$ia & T(a$itiona# me$ia ased on sound, image and sign language. These e!ist in the form of traditional music, drama, dance and puppetry, with uni)ue features in every society, race and region. $arious countries like &ndia, have inherited several rich, effective popular and powerful folk media forms, which were developed over the ages and ensure the emotional integrity of the nation. The development of electronic media transformed the glo e into a village ut could not overshadow the folk media of different ethnic groups and regions. -olk and traditional media continue to play an important role in our society and the new electronic media are used to populari"e some of the folk arts. &ngredients of folk media are given special pro4ection in the mass media and as such folk media are eing used in development communication 6to ring a out attitudinal and ehavioral changes of the people7 and advertising. Messages on issues like agricultural development, primary health care and nutrition3 education, women and child rights are pro4ected through the folk media. The great ma4ority in the rural areas en4oys performances of the folk artists as a relief from the myriad of life. Many of them simply do not have access to modern forms of entertainment. Traditional folk media can e rightly called as the '&eo&#es &e( o(mances as it speaks of those performing arts which are cultural sym ols of the people. These performing arts pulsate with life and slowly change through time. 1ince decades, they have een increasingly recogni"ed as via le tools to impart development messages oth through live performances and also in a form integrated with electronic mass media. They are thus rightly called as 'Traditional -olk media( for communication. -or millions of people living in remote areas in developing countries, to which information is to e )uickly imparted, mass media channels of sound and sight do hold glamour ut often enough they mask the message. Thus, traditional folk

;5

media has een persuaded to come out of their shell to give a personal touch to the otherwise impersonal mass media programmes. *ehavioral changes are most easily rought a out y personal interaction and traditional folk media are personal forms of communication, of entertainment. These forms of art are a part of the way of life of a community and provide accepta le means of ringing development issues into the community on its own terms. Traditional folk media are playing a meaningful role in the affairs of developing countries like ,sia and ,frica. Traditional folk media are rich in variety, readily availa le and economically via le. Men and women of different age groups relish them. They command the confidence of the rural masses, as they are live. They are theme-carriers y nature, not simply as vehicles of communication ut as games of recreating and sharing a common world of emotions, ideals and dreams. ,lso, traditional folk media are in a 'face to face situation( etween the communicator and the receiver of the message, a situation which energies discussion that may lead to conviction and motivation. &n developing country like &ndia, traditional folk media have proven to e successful mass-motivators. 9uring the years efore the advent of the sound and sight channels of mass media, the traditional folk media not only reflected the 4oys and sorrows of the people, ut also inspired the mass during the times of stress and strain. They played a significant role in the freedom movement of &ndia. 1ince the country has achieved independence, selected folk media have een effectively harnessed for communication of new 'development messages(. Mass media have e!tended the area of coverage of a folk performance, while traditional folk media, with their inspiring color and costume, dance and music3 have enriched the content of the mass media channels. Traditional folk performances like ritualistic dances, religious songs and mythology ased rural plays, though highly popular, have proved unsuita le to a sor and reflect new messages on population, health and hygiene. Communicators, therefore, have to test different categories of folk performances to identify the ones that are fle!i le enough to a sor development messages to meet the contemporary needs. -le!i ility is the most important factor, which determines the via ility of a folk medium for rural communication.
1ome traditional folk media in &ndia are/ Tamas"a! Nautan'i! Jat(a! B"a%ai! Pu&&et(*! Ram#i#a & Raas#i#a! St(eet T"eat(e! Pa+a#a! Bee(tana! an$ ot"e(s,

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SUMMAR4
There are different media involved in the process of mass communication. They reach every corner of the world and are very powerful. They invade even the privacy of our edrooms. They inform, educate, entertain and persuade. They also help in the transmission of culture and perform the 4o of surveillance of the society. They are the mass me$ia. The mass media are 'the vehicles of mass communication(. -or the common men advertising means television commercials, radio 4ingles and print advertisements. A$%e(tising can )e $e ine$ as a &ai$ $issemination o in o(mation t"(oug" a %a(iet* o mass communication me$ia to moti%ate a $esi(e$ action, ,ccording the 'concise o!ford dictionary( the ver , 'to advertise( means/ to make generally or pu licly known. Pu)#ic (e#ations 6PR7 is the usiness, organi"ational, philanthropic, or social function of managing communication etween an organi"ation and its audiences. There are many goals to e achieved y the practice of pu lic relations, including education, correcting a mistruth, or uilding or improving an image. Pu)#ic Re#ation is a management function that involves monitoring and evaluating pu lic attitudes and maintaining mutual relations and understanding etween an organi"ation and its pu lic. Au lic could include shareholders, government, consumers, employees and the media. &t is the act of getting along with people we constantly come in touch with. A#2s ensure internal cohesion in the company y maintaining a clear communications network etween the management and employees. Pu)#ic a ai(s programming, a roadcasting industry term, refers to programming which focuses on matters of politics and pu lic policy. ,mong commercial roadcasters, such programs are often only to satisfy regulatory e!pectations, and hence are scheduled at times when few listeners or viewers are tuned in 6or even awake7. -olk and traditional media continue to play an important role in our society and the new electronic media are used to populari"e some of the folk arts. &ngredients of folk media are given special pro4ection in the mass media and as such folk media are eing used in development communication 6to ring a out attitudinal and ehavioral changes of the people7 and advertising. Messages on issues like agricultural development, primary health care and nutrition3 education, women and
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child rights are pro4ected through the folk media. The great ma4ority in the rural areas en4oys, performances of the folk artists as a relief from the myriad of life. Many of them simply do not have access to modern forms of entertainment.

E5ERCISES AND 6UESTIONS

B1. 9iscuss the various tools of Mass Communication. B2. What is the scope and use of ,dvertising in modern societyE B+. Critically analy"e the importance of Au lic #elations in the development of an usiness organi"ation. B0. Write short notes on any two mass media.

/URT-ER READIN2
1. Mass Communication F 9evelopment 9r. *aldev #a4 Cupta 2. Mass Communication in &ndia Geval H Gumar +. Mass Communication Hournalism in &ndia 9 1 Mehta 0. Mass Communication Theory 9enis McBuail

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JOURNA;ISM & MASS COMMUNICATION

OBJECTIVES To know the role of mass media in modern society To understand the role played y the mass media To present an overview of the Arint Media in &ndia To know if the mass media are fulfilling their role in modern democratic society recogni"e INTRODUCTION The mass media constitute the ack one of democracy. The media are supplying the political information that voters ase their decisions on. They identify pro lems in our society and serve as a medium for deli eration. They are also the watchdogs that we rely on for uncovering errors and wrongdoings y those who have power. &t is therefore reasona le to re)uire that the media perform to certain standards with respect to these functions, and our democratic society rests on the assumption that they do The most important democratic functions that we can e!pect The media to serve are/ -unctions include surveillance of sociopolitical developments, &dentifying the most relevant issues, Aroviding a platform for de ate across a diverse range of views, Dolding officials to account for the way they e!ercise power, 5. Arovide incentives for citi"ens to learn, choose, and ecome involved in the political process, ;. ,nd resist efforts of forces outside the media to su vert their independence. 1. 2. +. 0.

Mass me$ia an$ mo$e(n $emoc(ac*

T"e (o#e o mass me$ia in mo$e(n $emoc(ac* There is a growing concern that the mass media are not fulfilling their functions properly. Media critics claim that commercial mass media controlled y a few multinationals, have ecome an anti-democratic force supporting the status )uo. The news is more entertaining than informing, supplying mostly gossip, scandals, se!, and violence. Aolitical news is more a out personalities than a out their ideologies. &n the a sence of serious de ate, voters are left with paid political
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propaganda containing only meaningless slogans making them disinterested and cynical a out politics. &t is also claimed that t"e +atc"$ogs a(e )a('ing o t"e +(ong t"ings. The media hunt for scandals in the private lives of politicians and their families, ut ignore much more serious conse)uences of their policies. They go after wounded politicians like sharks in a feeding fren"y. ,ll too often, the media make us afraid of the wrong things. Minor dangers are hysterically lown out of proportions, while much more serious dangers in our society go largely unnoticed. The e!aggerated fears often lead to unnecessary measures. Critics also complain that the me$ia ai# to (e&o(t +(ong$oings in t"e in$ust(*. -or e!ample, many media have suppressed information a out the health ha"ards of smoking due to pressure from advertisers. @ven more alarming is the claim that certain mass media 6especially women.s maga"ines7 are promoting worthless alternative health products, there y effectively conspiring with the industry to defraud consumers of illions of dollars every year. Most newspapers, radio and T$ stations get most or all of their income from advertisements and sponsoring. The media will therefore seek to optimally satis * t"e inte(ests o t"ei( a$%e(tise(s, which are not necessarily coincident with the interests of the readers and listeners. The predominant view among economists is that free competition generally enefits society ecause it provides the most differentiated supply of commodities to the optimal price. There is no guarantee that pu lic interests are served well. This is the reason why many countries have pu lic radio and T$ stations with pu lic service o ligations. %i erali"ing the media market and relying on the free market forces are policies that are often used for the e!press purpose of making sure that all interests are served. :umerous policy discussions have recommended increased competition, as the est way to assure diversity, which, it is assumed, will make sure that all interests are served well. &t has een known for many years that there is a strong tendency towards wasteful duplication of the most popular program forms under free competition. There is considera le uncertainty over whether competition increases or decreases the diversity and )uality of media. ,ssume, for e!ample, that a country has two competing commercial T$ stations with each one channel. &n this case they will most likely oth try to ma!imi"e their market share y sending the same kind of programs that appeal to the roadest possi le audience. *ut if, on the other hand,
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the same T$ station owns oth channels, then the owner will seek to minimi"e competition etween the two channels y sending different types of programs on the two channels. The conclusion is that reduced competition may lead to increased diversity. Traditionally, media scholars have descri ed the selection of news with concepts like gatekeeping and newsworthiness. *ut today, the news coverage is determined y such factors as the 4ournalist.s knowledge, predefined news formats, deadlines, the authority of sources, and the possi ility of o taining good pictures. The media may not pu lish a story if it does not fit into an e!isting format or if it does not relate to an e!isting theme. The media are self-referential to such a degree that the newsworthiness of a story may e a self-fulfilling prophecy. A to&ic is inte(esting )ecause a## t"e me$ia te## a)out it, Vio#ent c(imes an$ se. c(imes a(e a(eas +"e(e t"e ne+s (e&o(ting is "ig"#* se#ecti%e. The media prefer emotional stories, so ing victims, and stories that fit into the political agenda and confirm the image of the criminal as a monster.

Mass me$ia an$ mo$e(n societ*

The mass media have an important role in modern democratic society as the main channel of communication. The population relies on the news media as the main source of information and the asis on which they form their opinions and voting decisions. Mr ani"ation, industriali"ation and moderni"ation have created the societal conditions for the development of mass media. The ulk of the content of the mass media is not designed to challenge or modify the social and political structure of a nation, either in a one party state or in a democratic society.The mass me$ia plays a crucial role in forming and reflecting &u)#ic o&inion/ it communicates the world to individuals, and it reproduces modern society.s self -image. Criti)ues in the early-to- mid twentieth century suggested that the media destroys the individual.s capacity to act autonomously - sometimes eing ascri ed an influence reminiscent of the telescreens. The conse)uences and ramifications of the mass media relate not merely to the way newsworthy events are perceived 6and which are reported at all7, ut also to a multitude of cultural influences which operate through the mass media. The mass media force attention to certain issues. They uild up pu lic images of political

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figures. They are constantly presenting o 4ects suggesting what individuals in the mass should think a out, know a out, have feelings a out. Theorists have emphasised the importance of mass media as instruments of social control. &n the twenty-first century, with the rise of the internet, the two -way relationship etween mass media and pu lic opinion is eginning to change, with the advent of new technologies such as logging. 1ocial scientists have made efforts to integrate the study of the mass media as instrument of control with the study of political and economic developments in the ,fro-,sian countries. 9avid %erner61>5=7 has emphasised the general pattern of increase in standard of living, ur ani"ation , literacy and e!psore to the mass media during the process of transition from traditional to modern society. ,ccording to %erner, while there is a heavy emphasis on the e!panding of the mass media in developing societies, the penetration of the central authority into the daily consciousness of the mass has to overcome profound resistance. ,lthough a si"ea le portion of mass media offerings-particularly news, commentaries, documentaries, and other informational programmes- deal with highly controversial su 4ects, the ma4or portion of mass media offerings are designed to serve an entertainment function. These programmes tend to avoid controversial issues and reflect eliefs and values sanctified y mass audience. This course is followed y Television networks, whose investment and production costs are high. &ndividuals ecome 'irrational victims of false wants( - the wants which corporations have thrust upon them, and continue to thrust upon them, through oth the advertising in the media 6with its continual e!hortation to consume7 and through the individualist consumption culture it promotes. Thus, leisure has een industrialised. The production of culture had ecome standardised and dominated y the profit motive as in other industries. &n a mass society leisure is constantly used to induce the appropriate values and motives in the pu lic. The modern media train the young for consumption. '%eisure had ceased to e the opposite of work, and had ecome a preparation for it. Competition has ecome increasingly keen in the area of the mass media as they keep fighting for the attention of the readers, listeners, and T$-viewers. The life and death of each newspaper and T$ station is at stake here when the income from advertising and sponsoring is proportional to the num er of readers or viewers. The printed media have pro lems competing with the electronic media as sources of news.
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&n order to survive, they are increasingly turning to other strategies such as entertainment, titillation, scandal mongering, and spreading fear - and spending fewer resources on serious researching of news. This is not only a out the survival of the fittest of the news media3 it is also a out cultural selection and political selection. The news media are the most important channels for the propagation of culture, ideas, and opinions. Most opinion formation takes place when people sit and watch news and de ates on television. ,naly"ing the cultural selection in the electronic information society, we find that an important part of the selection lies in the choice etween T$ channels. Millions of la"y viewers sit in their comforta le armchairs with remote controls in their hands "apping etween action films, revivalist preachers, and commercials for a new fragrance, hardly reali"ing that y choosing which cultural and political influences they e!pose themselves to, they also chose the cultural and political evolution of their country. Aeople tend to selectively read what they already agree with and to rationali"e their preformed opinions in the face of contrary arguments. @!perimental evidence seems to indicate that the mass media have little power to change people.s opinions on issues for which they already have formed a strong opinion, ut they have a profound influence when it comes to setting the agenda and priming people on new issues. The way an issue is framed determines how it is discussed, which causes a social pro lem is lamed on, and which of the possi le remedies are entered into the discussion.

P(int me$ia in In$ia3 an o%e(%ie+

P(int me$ia in In$ia :ewspaper industry in any country is related to the eginning of printing press and it was Hohann Cutten erg who invented printing press in 1055. Thus in &ndia too, the eginning of newspaper is related to the eginning of the press. The Aortuguese introduced the printing press in Coa, in 155<. *ritish @ast &ndia Company rought a out the printing press in &ndia and first press was strolled at *om ay in 1;<0. &ronically, the first printing press was strolled in 1;<0, yet there was no newspaper eing pu lished for another 1??years. William *olts who was an officer in the company announced a hand written newspaper in 1<<;. De wrote the newspaper and asked the people to come to his residence to read it. The aim of this newspaper was to inform *ritish Company in

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&ndia to the news from home and also to ring a out the grievances against colonial administration. The first newspaper to e pu lished in &ndia was '*engal Ca"ette( or Calcutta general, which was a weekly newspaper. %ater, it was named as 'Dickey(s Ca"ette. Dickey declared that he started the newspaper to e!pose corruption and favoritism of the Company and thus he covered all the inner fights of the company and did not spare even the governor general. #a4a #am Mohan #oy pu lished out free newspapers maga"ines in the year 1=21, namely sam ad kaumudi 6*engali7, mirat-ul-ak ar 6Aersian7, rahamanical maga"ine 6@nglish7 . &t was the first time that through these newspapers #a4a #am Mohan #oy tried to cover all the readers in &ndia. The first newspapers in *om ay were owned and printed y Aarsis, who already owned the technological and financial asis for such ventures. #ustom4i Geshaspathi printed the first @nglish newspaper in *om ay in 1<<<. The first vernacular newspaper in *om ay was the Cu4arati daily Mum!ai samachar% pu lished in 1=22 y -ardoon4ee Mar" an. ,lthough not the first newspaper in an &ndian language, Mum!ai Samachar is still eing pu lished and is &ndia(s oldest newspaper. O%e(%ie+ o P(int me$ia in In$ia &n &ndia the print and the electronic media are oth very active. &t was reported that in 1>>+, there were appro!imately 0??? newspapers eing pu lished in the country. The pu lications in the country are in Dindi, @nglish and all vernacular languages. There is also a good range of weekly, fortnightly and monthly maga"ines in the country, which cover a whole range of national as well as international issues in depth. The electronic media in the country has, in the recent past, come in for a ma4or change with worldwide T$ networks, now active in &ndia, which has een successful in making their presence felt. The print media in &ndia is a long way from eing dead if the official report on the state of the print pu lications is anything to go y. The Aress in &ndia 2??0-5, the annual report of the #egistrar of :ewspapers for &ndia 6#:&7, says the print media claimed a su stantial share in the information space in the country registering 1,>0= new newspapers and over a two crore increase in circulation in 2??0-?5. ,ccording to official records, the total circulation of newspapers increased from 1+,+?,=<,5== copies in 2??+-?0 to 15,;<,1>,2?> copies in 2??0-?5.

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Mttar Aradesh had the largest num er of daily newspapers 62=57, followed y Maharashtra 61><7. 9aily newspapers are pu lished from all the states. Dowever, no circulation details were made availa le from the union territories of ,ndaman F :ico ar &slands, 9adra F :agar Daveli, and %akshadweep. 9ailies from Mttar Aradesh with a total circulation of 1,11,05,><; copies were at the top followed y Maharashtra with =+,0;,=;+ and 9elhi =?,<>,=02 copies respectively. , nota le feature was that 2rissa achieved the distinction of pu lishing newspapers in 1< ma4or languages 6 ilingual and multilingual pu lications have not een included in the 1< ma4or languages7. Dindustan Times, pu lished from 9elhi and printed at :ew 9elhi, Curgaon, :oida, Chandigarh, *hopal and Haipur, was the largest circulated single edition daily with 11,<5,++> copies followed y ,nanda *a"ar Aatrika, pu lished from Golkata with 11,+?,1;< copies. The Times of &ndia, pu lished from :ew 9elhi and printed at :ew 9elhi and 1ahi a ad came third with 11,?2,<<2 copies. The Times of &ndia, having eight editions with a com ined circulation of 2<,<1,;;> copies came first among multi-edition dailies. 9ainik Hagran in Dindi having 15 editions, claiming a com ined circulation of 20,=+,0+2 copies stood second. 9ainik *haskar 6Dindi7 with 1; editions occupied the third position. &ndia has four news agencies namely, the Aress Trust of &ndia 6AT&7, Mnited :ews of &ndia 6M:&7, 1amachar *harti and Dindustan 1machar. :ewspapers and maga"ines in &ndia are independent and largely privately owned. , out 5,??? newspapers, 15? of them ma4or pu lications, are pu lished daily in nearly 1?? languages. 2ver 0?,??? periodicals are also pu lished in &ndia. The periodicals speciali"e in various su 4ects ut the ma4ority of them deal with su 4ects of general interest. Some ma@o( Ne+s&a&e(s in In$ia T"e Times o In$ia he Times of &ndia is one of the leading newspapers of &ndia and is very old. 1ome of the features of the paper are news from various &ndian cities, sports, usiness 6&ndian and international7, entertainment, health, and the world. ,s a policy it lays more stress on human-interest stories. &t also carries features like 1ports, @ntertainment, 1tocks, &nfotech, @ditorials, &nterviews, %etters, Crosswords, and Doroscopes etc. The Times group also owns The @conomic Times, -emina, -ilmfare, etc.

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T"e Economic Times The @conomic Times is one of the &ndia.s leading usiness newspapers. &t carries news a out the @conomy, Companies, &nfrastructure, Trends in the @conomy, -inance, 1tocks, -ore! and Commodities, news from around the world and from the world of politics esides @ditorial and -eatures. The maga"ine section has &nvestor.s Cuide, *rand @)uity and Corporate 9ossier. &t is part of the Times Croup. In$ian E.&(ess The &ndian @!press is another leading newspaper of the country. This group.s pu lications include the &ndian @!press, the -inancial @!press, %oksatta, 1creen and @!press Computer. In$ia To$a* &ndia Today is part of %iving Media &ndia %td, one of &ndia.s leading names in news and pu lishing which includes the television production group of ,a4 Tak and Deadlines Today, along with *usiness Today, Computers Today, &ndia Today Dindi, &ndia Today Alus, Teens Today and Music Today. &t contains everything from hardcore political and usiness news and analysis to the movies, music, and art, ooks, computers, and lifestyle and usiness resources.

SUMMAR4
The media hunt for scandals in the private lives of politicians and their families, ut ignore much more serious conse)uences of their policies. They go after wounded politicians like sharks in a feeding fren"y. ,ll too often, the media make us afraid of the wrong things. Minor dangers are hysterically lown out of proportions, while much more serious dangers in our society go largely unnoticed. The e!aggerated fears often lead to unnecessary measures. Competition has ecome increasingly keen in the area of the mass media as they keep fighting for the attention of the readers, listeners, and T$-viewers. The life and death of each newspaper and T$ station is at stake here when the income from advertising and sponsoring is proportional to the num er of readers or viewers. The printed media have pro lems competing with the electronic media as sources of news. The print media in &ndia is a long way from eing dead if the official report on the state of the print pu lications is anything to go y. The Aress in &ndia 2??0-5, the annual report of the #egistrar of :ewspapers for &ndia 6#:&7, says the print media

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claimed a su stantial share in the information space in the country registering 1,>0= new newspapers and over a two crore increase in circulation in 2??0-?5.

E5ERCISES AND 6UESTIONS

B1. 9iscuss the role of mass media in modern democracy. B2. ,re the various mass media fulfilling their duties in the modern societyE B+. Write an overview of the Arint media in &ndia.

/URT-ER READIN2
1. Mass Communication F 9evelopment 9r. *aldev #a4 Cupta 2. Mass Communication in &ndia Geval H Gumar +. Mass Communication Hournalism in &ndia 9 1 Mehta 0. Mass Communication Theory 9enis McBuail

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