Most important nature or characteristics of communication are listed below: Nature and Characteristics 1. To Inform: The main role of the mass communication is to inform the people of and make them aware by imparting information. Functions of Communication and Media 6. Media coverage often increases self-consciousness, which affects our actions. Mass media has been one of the most significant forces in modern culture. In general, the mass media serves information, interpretation, instructive, bonding, and diversion functions: Just as a gate controls the flow of traffic, the media acts as a gatekeeper, allowing some messages to travel through and others not. The hypodermic needle theory of media effects claimed that meaning could be strategically placed into a media message that would then be “injected” into or transmitted to the receiver. Mass communication, which involves "information distribution". Media effects are the intended or unintended consequences of what the mass media does (McQuail, 2010). Two of my personal favorites that I engage with every week are CNN’s show Reliable Sources (http://reliablesources.blogs.cnn.com) and the public radio show On the Media (http://www.onthemedia.org). It was originally focused on the mass â¦ Characteristics of communications are given below: (1) Two or More Persons: The first important characteristic of communication is that there must be a minimum number of two persons because no single individual can have an exchange of ideas with himself. Griffin, E., A First Look at Communication Theory, 7th ed. Instead, these new theories claimed that meaning could be partially transferred, that patterns may become less predictable as people are exposed to a particular stimulus more often, and that interference at any point in the transmission could change the reaction. Interpersonal Communication: definition, types and functions . Scholars realized that additional variables such as psychological characteristics and social environment had to be included in the study of mass communication. Chapter 1 “Introduction to Communication Studies”, http://www.world-newspapers.com/media.html, http://www.onthemedia.org/blogs/on-the-media/2012/aug/24/story-times-gory-empire-state-shooting-photo1, http://www.hks.harvard.edu/fs/pnorris/Conference/Conference%20papers/Coronel%20Watchdog.pdf, http://www.nytimes.com/2012/06/27/education/university-of-virginia-reinstates-ousted-president.html?pagewanted=all, Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Mass communication is the term used to describe the academic study of the various means by which individuals and entities relay information through mass media to large segments of the population at the same time. In each of these gatekeeping functions, the media can fulfill or fail to fulfill its role as the “fourth estate” of government—or government “watchdog.” You can read more about this role in the “Getting Critical” box. This field offers you many great career options to offer including print journalism , advertising, newspaper, Electronic Media, Radio, Branding, Public â¦ An overview of some of the key theories can help us better understand this change. For example, during the Kerala floods, Mass Media was used to conscientize people and seek help for building the state of Kerala. Think back to the Boston Marathon Bombing. Coronel, S. S., “The Media as Watchdog,” Harvard-World Bank Workshop, May 19, 2008, accessed September 19, 2012, http://www.hks.harvard.edu/fs/pnorris/Conference/Conference%20papers/Coronel%20Watchdog.pdf. However, it possesses the following special characteristics or features in addition to the characteristics of mass communication Large number of audiences: The most important characteristic of mass communication is that its audiences are relatively large. World is becoming smaller due to operation of mass communication. However, since the production of mass communication content is essentially an organized collective activity Theories of primacy and recency, which we discussed in Chapter 9 “Preparing a Speech”, emerged to account for the variation in interpretation based on the order in which a message is received. Organizational communications happens in an institution with a chain of command, common goals, and each person being communicated to has a specific task. The fourth unit will discuss in detail the different theories of mass communication. While countries like China, North Korea, Syria, and Burma have media systems that are nearly if not totally controlled by the state regime, the media in the United States and many other countries is viewed as the “watchdog” for the government. The third-party effect is the phenomenon just described of people thinking they are more immune to media influence than others. In summary, relaying refers to the gatekeeping function of transmitting a message, which usually requires technology and equipment that the media outlet controls and has access to, but we do not. The degree and type of effect varies depending on the theory. It is a very powerful persuasive mass communication medium. Mass Communication 2. To answer these questions, we can look at some of the characteristics and functions of mass communication. Mass communication is the process of imparting and exchanging information through mass media to large segments of the population. ... Mass communications are aimed at large audiences via electronic and print media. For example, we change our clothes and our plans because we watch the forecast on the Weather Channel, look up information about a band and sample their music after we see them perform on a television show, or stop eating melons after we hear about a salmonella outbreak. In the 1920s, early theories of mass communication were objective, and social-scientific reactions to the largely anecdotal theories that emerged soon after mass media quickly expanded. The same happens in case of tsunamis, earthquakes, wars and refugee crisis. Meaning of mass communication, Characteristics of Mass Communication, Features of Mass Communication below here-What is Mass Communication. Actually being in the audience while a musician is performing is different from watching or listening at home. Cultivation theory explores a particular kind of media effect claiming that media exposure, specifically to television, shapes our social reality by giving us a distorted view on the amount of violence and risk in the world. By the 1960s, many researchers in mass communication concluded that the research in the previous twenty years had been naïve and flawed, and they significantly challenged the theory of powerful media effects, putting much more emphasis on individual agency, context, and environment (McQuail, 2010). Although there are some features of communication that are lost when it becomes electronically mediated, mass communication also serves many functions that we have come to depend on and expect. Post the Second World War, there was widespread interest in trying to understand the impact of mass media messages on society. It involves people, messages, channels, noise, etc. for mass communication which include email, websites, blogging, Internet tv and many other mass media which are booming today. The most fundamental objective of mass communication is to provide information to mass people. Save my name, email, and website in this browser for the next time I comment. Mass Communication Examples: Mass Media Communication Channels There are 8 Mass Communication Examples you can learn from and use on your own purposes. Identify key functions of the mass media. Mass communication is the process of producing and distributing messages to a large audience. Academia.edu is a platform for academics to share research papers. When a person or event gets media attention, it influences the way the person acts or the way the event functions. Meaning of Communication 2. New theories emerged that didn’t claim such a direct connection between the intent of a message and any single reaction on the part of receivers. Real crime statistics give a more reliable estimate of 1 in 10,000. This has also been called being on “scandal patrol” or “gaffe patrol.” Media scholars have critiqued this practice, saying that too much adversarial or negative reporting leads the public to think poorly of public officials and be more dissatisfied with government. Do we have relationships with media like we have relationships with people? Which function of mass media (information, interpretation, instructive, bonding, or diversion) do you think is most important for you and why? One key characteristic of mass communication is its ability to overcome the physical limitations present in face-to-face communication. Central to this role is the notion that the press works independently of the government. Mass Communication and other forms of Mass Communication, Interface between Intra personal & Mass Communication Unit 2.Pages 12-18 UNIT 3-FUNCTIONS OF MASS COMMUNICATION To-Persuade, Inform, Educate, and Entertain; Other functions; Impact & Influence of Mass Media Unit 3 Pages 19-28 UNIT 4-THEORIES OF MASS COMMUNICATION Whereas interpersonal communication only requires some channel or sensory route, mass media messages need to “hitch a ride” on an additional channel to be received. Gatekeeping is the process through which information is filtered for dissemination, whether for publication, broadcasting, the Internet, or some other mode of communication.The academic theory of gatekeeping is founded in multiple fields of study, including communication studies, journalism, political science, and sociology. We also require more than sensory ability to receive mass media messages. 2. To answer these questions, we can look at some of the characteristics and functions of mass communication. They are necessary to people getting along with each other and building the cultures we call our own. A recent example of such an effect occurred at the University of Virginia when the governing body of the university forced President Teresa A. Sullivan to resign. Studying communication means understanding the basics of what make verbal and nonverbal communication both different and similar. Given the shift of focus to negotiated meaning and context, this view of mass communication is more in keeping with the transactional model of communication. 4. 2. This watchdog role is intended to keep governments from taking too much power from the people and overstepping their bounds. Mass communication is very similar to other forms of communication. The concepts of perceptual bias and filtering also became important, as they explained why some people interpreted or ignored messages while others did not. The 1940s and 1950s saw the beginnings of increased research into the functions of mass communications. Reliable Sources even has an implicit reference to reciprocal effects in its show description, stating, “The press is a part of every story it covers.” On the Media ran a story that implicitly connects to cultivation theory, as it critiques some of the media’s coverage of violence and audiences’ seeming desensitization to it (Bernstein 2012). At some of the establishment he works for might media effects from the people messages! Operate, â¦ mass media researchers connected to recently developed theories in mass on... Act of transferring information from one place to another could connect certain stimuli to certain behaviors and... Caused a movement to spread that may have otherwise remained localized twenty-four-hour news and instant reporting, do think. Expand, and website in this case, expanding, and cultural patterns of... 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