MASS COMMUNICATION

i)          The process by which an organization, with the aid of one or more machines, produces and transmits public messages that are directed at large, heterogeneous (mixed/assorted) and scattered (sprinkled/spread) audience.

OR

ii)         The process to deliver information, ideas and attitudes to a sizeable and diversify (branch out/expend) audience through the use of media developed for their purpose.

ELEMENTS OF MASS COMMUNICATION

1)         SOURCE:

It is a group of individuals who usually act within predetermined roles in an organizational setup. E.g. how a newspaper is put together.

·         Reporter gather news

·         Writers draft editorial

·         Cartoonist draw cartoon

·         Advertisement department lays out ads

·         Editors lay out all of these things together on a simple page,

Finally the copy is taken to the press and behind all this process there is a publisher who bears expenses.

Similarly, a radio or television channels, whether it is a drama, stage shows, children’s program, current affairs programme or even it a one man show as Farah Hamid used to answer the questions. If we say PTV, it’s not a single individual; it is a full fledged institution.

Mass Communication sources have a little detailed information about their audience. E.g. the newspaper editor may know that 80% of this audience below 40 years of age but the editor has no idea about individual tastes, preferences or individual identities of these people.

Editor of children issues has very less information about their choices.

If half an hour to fix for children on TV, now what to present (Cartoon, dramas, films)

2)         ENCODING:

Like interpersonal communication, the message considered in mass communication, that it is always multistage purpose.

For example:

A film producer has an idea. He/she explains it to the screen writer. The writer goes off and produces a script. The script goes to the director, who translates it for the camera. The raw film goes to editor. The final version is displays on screen.

Similarly in a newspaper, news is encoded in a proper form. (Content, Treatment)

3)         MESSAGE:

Anyone who can afford the cost of a newspaper or has a radio or TV set can receive the message. And even the receiver has all these things to receive the message, but he may choose not to receive it.

For example: There is advertisements break on PTV during serial and, chooses to switch on to ARY or any other channel.

Similarly, there is an ad on the front page of a newspaper but the reader may ignore it.

Another thing is that same message is sent t all the receivers. In a sense mass communication is addressed to who it may concern. i.e. the receivers have to sort out the messages that a suitable for them. E.g. there are different kinds of news in the paper but different readers have in interest in different things.

Or television channels on-air different things but all there thins are not interesting for all of the receiver

4)         DECODING:

Like other forms of communication, message is also decoded in mass communication.

(Source has a little idea of the decoding skills)

5)         RECEIVER/AUDIENCE:

In mass communication, receivers usually fallowed as:

i.          Audiences are longer one, sometimes numbering in the millions of people.

ii.         Heterogeneous: made up of several dissimilar groups who may differ in age, intelligence, political beliefs, ethic background and so on.

For example: If we say the target audience of Khawateen, one woman, even men there is an element of heterogeneity. Their age knowledge level, social set-up all are different.

iii.        Source and receivers are not in each other’s immediate physical presence.

iv.        In interpersonal, source search for receiver but in mass communication, receiver chooses the message.

v.         Therefore in mass communication, the source has to make a lot of effort to attract the audience.

6)         FEEDBACK:

Unlike interpersonal communication or group, feedback is delayed in mass communication.

Like if there is an election campaign on media, feedback is evaluated after results or declared. For example: If a politician is addressing a pubic meeting or his speech is being telecast on the media.

Similarly if there is an advertisement campaign on media. Feedback comes as the product is sold or not sold in the market. To judge popularity of a movie, it takes times. Similarly to judge the success of a book.

KINDS OF FEEDBACK:

i)          Audience generated feedback:

            The feedback in which audience communicate their opinion to the media)

            Letters to the editor

            Phone calls

            Decrease in circulation or viewer ship

            Less sale of the product

ii)         Media organized feedback:

            Feedback in which media itself collect information from audience.

            Express printed a page in which there were.

Live calls

            Farah Hamid’s programme