Mass Communication

MASS COMMUNICATION ECM 4(1+3)

Lesson 14: Role and Impact of Mass Media on the Society

Technology Role

The electronic media are transforming the every aspect of the mans life and restructuring civilization, not so much by the content of the messages, as by the nature itself Television. Movies, computers and other media. Mass communication, therefore, are neither good nor bad, but rather mystical devices that posses powers to change the ways mankind lives and thinks. For instance, Indian cities are already witness to some changes in eating, sleeping and socializing the habits as a results of the introduction of Television. A rather different kind of effect on which no theory has yet been built is the impact of the media among and within themselves. Mass communicators are known to review each other work and reporters carefully go through rival papers, and switch on to News and Programmer on the air. Then there are the effects of the New Media upon the old and vice-versa. The formats of Doordshan News Casts and features have in fact being copied from all India Radio and magazines or all profusely illustrated because of the impact of the television. All these inter media and intra media effects may be called reflex effects or band wagon effects.