Characteristics of mass communication

Assignment Paper 15

Mass communication & Media studies

Ajit A. Kaliya

M.A. Sem. 4

Roll No.1

Enrollment No. 2069108420170013

Batch: 2016-18

Email- kaliyaajitbhai@gmail.com
Department Of English, MKBU

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Characteristics of mass communication

What is mass communication?

Mass communication is the study of how people exchange information through mass media to large segments of the population at the same time. In other words, mass communication refers to the imparting and exchanging of information on a large scale to a wide range of people. It is usually understood to relate newspaper, magazine, and book publishing, as well as radio, television and film, even via internet as these mediums are used for disseminating information, news and advertising. Mass communication differs from the studies of other forms of communication, such as interpersonal communication or organizational communication, in that it focuses on a single source transmitting information to a large number of receivers. The study of mass communication is chiefly concerned with how the content of mass communication persuades or otherwise affects the behavior, attitude, opinion, or emotion of the person or people receiving the information.

Mass communication is the process of transmitting messages to a large number of scattered audiences.

Through mass communication, information can be transmitted quickly to a large number of people who generally stay far away from the sources of information. Mass communication is done through many mediums, such as radio, television, social networking, billboards, and newspapers. (Mass communication)

In mass communication source is type of the information. Is it ad, writing, show, or audio? Media is what sender uses for communication. It can be TV, radio, newspaper, magazine, website or anything which is effective for the selected information. By different kind of media this information reaches to the audience.

Characteristics of Mass communication:

Mass communication has its own characteristics. Mass Medias are powerful tools for sending information to the mass easily. People all around the world like it and using it. Advertisers and production companies know what people want and they serve accordingly. Mass Medias have proved themselves very useful. Let us see several characteristics of mass communication.

1. Omnipresent

2. Omnipotent

3. Intrusive

4. Attractive

5. Alluring

6. Heterogeneous audiences:

7. Use of electronic media and technology:

  

1. Omnipresent:

Meaning of omnipresent is to present everywhere. Mass media s is very popular. They are adopted by people from around the world. They are everywhere from this end of the earth to the opposite end of the earth. TV, radio, newspapers, magazines, books, films, internet all these things can be found today in every country. And in a country city to village everywhere those things can be found. It is not a new thing. When new technology arrives in market people accept it. Today some mass Medias are very popular and people of all ages use them. For example, TV, mobile phones and internet. So advertisement companies, production houses and government can reach their messages to the large amount of the people at once. Today TV is everywhere. Popular shows reach to the mass at the same time. Newspapers are also everywhere. It gives same news to all different people. Today almost everyone have mobile phone in their hand. Many of them use internet.

So, all these mass Medias are everywhere. They can be found in every place. In house, in offices, in schools, in library, in hospitals, and everywhere. So, mass Medias are omnipresent.

2. Omnipotent:

Meaning of omnipotent is all powerful. Mass communication is very powerful. It has power to communicate with mass and make them believe what sender of the message want. If one person talks to other, it will not make effect but if same thing is said on any mass media then most of the people will start to believe. It is the power of mass media. That is why use of TV and newspapers for ads are increasing. Today door to door advertisement does not work. Use of mass media for communication is necessary to send message to the audience. One has to recognize power of mass communication. What makes mass communication powerful is that is combination of its other characteristics. It attracts people, it can reach at any place, it is present everywhere, and it has quality of excitement. Those features make mass communication very powerful. Most of the mass media today has audio visual quality. This characteristic is very powerful as it helps to reach the message to illiterate people also. Therefore mass communication is powerful enough to reach the message to mass.

3. Intrusive:

Mass media are intrusive. Means it can enter anywhere. For example TV and mobile phone. These tools have made their place in every house. Mobile phones are in every hand with internet. And an important thing is that these things are not forcefully applied but people have adapted those tools. It is humankind’s innate nature to adapt the things which they feel useful or entertaining. Gramophones, radio, audiotape, all were very popular at their time. Today TV, mobile phones and cinema are popular. TV shows, films and advertisements reach anywhere through mass Medias. So today message can easily enter anywhere and that is why mass media is intrusive.

4. Attractive:

People adapt the things which they attract towards them. When advertisement company, film company or production company want to produce something and want to reach to the audience effectively, the first thing should be kept in mind that it should be attractive. People often do not buy the thing which they really need them or find useful but they see or buy the things which attract them. Different types of ads are capable to attract people because they know how to attract mass. Attracting mass is the first need to get benefit. If you fail to attract mass you will lose the audience. To attract mass sender uses different ways. For example if advertisement is in print media like poster or banner the colors of that should be bright and contrast with each other. Cartoons, TV serials, movies attract mass much. They serve people what they want. And so people attract toward them.

5. Alluring:

Alluring means quality of excitement. Mass communication has quality of excitement. How much the product will get success depends on how much it can excite audience. Audience will not rush to buy the product if advertisement is poor and does not excite mass. Cartoons are so much popular because it has quality to excite audience. Soap operas also are very popular because it has power to stick audience with TV. Social Medias are everybody’s favorite because everyday new entertaining or exciting stuffs can be found. Nobody likes boring things. The more the thing has quality of exciting others, the more it becomes popular. Mass communication has this quality of alluring others and that is why mass communication and different types of mass media are very effective today.

6. Heterogeneous audiences: The audiences of mass communication are not only large in number but also heterogeneous and anonymous in nature. Its audiences may belong to different ages, religions, sections and groups.

7. Use of electronic media and technology:

Mass communication relies on mechanical or electronic media to address large and diverse audiences. The media include radio, television, films, newspaper, posters, leaflets etc. Mass communication does not take place through face to face or telephonic conversation. Modern mass communication requires the use of various specialized modern technologies such as computer, computer network, fax, mobile phones, broadcasting media, printing devices etc. for effective preparation and distribution of message. (Characteristics of Mass Communication)

Conclusion:

Thus mass communication differs from other types of communications. It is very effective because of its different powerful characteristics. Mass communication is powerful to reach message to audience at once, it spreads everywhere, it can enter anywhere and reach to the remote places also, it is attractive, and it excites people. Because of these characteristics today mass communication is used by various purposes.

Works Cited

Characteristics of Mass Communication. 26 March 2018 <https://thebusinesscommunication.com/characteristics-of-mass-communication/>.

Mass communication. 24 March 2018. 24 March 2018 <https://en.wikipedia.org/wiki/Mass_communication>.

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