MASS COMMUNICATION ECM 4(1+3)

Lesson 1: Mass Communication

Importance of Mass Communication

1. Individuals use mass media to satisfy their need for entertainment or enlightenment. They become more aware of the country's problems and issues as well as help people to develop understanding of the social problems. They also contribute to increased understanding of culture, politics, economy etc,
2. In developed nations where literacy and industrialization is high, is likely to depend more on mass communication channels for people's knowledge, entertainment and decision making. As people of the country modernize and become more literate, individualistic and cosmopolitan, the use of mass communication channels becomes more and more important as there are many areas of common concern and interest to people about which people want to know.
3. Today's society has become more complex to function only through interpersonal or group communication. There are many important messages of common concern which have to reach effectively to masses at a time.
4. In a country like India it is not possible to train a mass of Indian population in basic life skills simultaneously. It is not possible with our meager existing resources and facilities. This requires resorting to effective system of mass communication.
5. In India a large majority of the population is illiterate and hence beyond the reach of the printed media. The mass communication has important role to play in enlightening the masses to raise the standard of their living and improve quality life.
6. Communication with rural people is difficult and challenging as many live in inaccessible and isolated villages. In this situation mass communication is the only alternative for reaching them breaking all the barriers of physical distances and illiteracy.
7. Mass communication becomes very important while communicating ideas intended to change behavior of people right from developing awareness to adoption of an innovation. Frequent exposure to mass media can create the urge for a higher standard of living
8. Mass communication is one of the important inputs for the development of the Nation. Radio, television, newspaper, movies are used widely as means of mass communication for information and entertainment
9. Mass communication brings people closer by developing common understanding of the event or issue. We are dependent on mass communication not only for information, entertainment and politics but also education, science, religion, charities, agriculture and transportation. To one way or another, almost every major social activity in modern life depends on the use of mass communication.
10. Mass communication is important for socialization of people because changes in subtle areas such as the socialization of the individual in regard to knowledge, attitudes, beliefs, can be brought about through mass communication by using media like television and cinema. Thus mass communication plays an important role in the transmission of attitudes, perceptions and beliefs.