MASS COMMUNICATION ECM 4(1+3)

Lesson 1: Mass Communication

Nature of Mass Communication

With the opening up of satellite communication, mass communication has become inseparable part of the human life. History of mass communication is very recent & its inputs are very important for the development of the nation. Concept of mass communication is dynamic, purposive, practical & promotional in nature.

Nature of mass communication is based on three elements

1. Nature of audience
2. Nature of communication experience
3. Nature of communicators

1. Nature of audience
   • The audience in mass communication is relatively large, heterogeneous and anonymous.
   • In mass communication the size of the audience makes it impossible for the mass communicator and members to interact face to face.
   • In addition to being a diversified group the receivers in mass communication are for the most part, unknown to the source
2. Nature of communication experience
   • The experience is public rather than private because the messages are not addressed to particular individuals and is intended for rapid consumption by large number of groups
   • It is temporary in nature.
3. Nature of communicators:
   • The source of communication is not working in isolation but rather within a complex organization
   • The message itself represents the efforts of many different individuals.
   • It is also expensive.