History & Industry of Mass Communication

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HISTORY & INDUSTRY OF MASS

COMMUNICATION

1

Contents

UNIT 1- Introduction to Mass Communication

3-15Eras of Mass Communication, Globalization,Stages in History of Advertising

UNIT 2- Introduction to Journalism

16-43Role, Power & Censorship in the Press, Making of a Newspaper, News Reporting, Investigation & Interpretive Reporting, Sub Editor,Headlines, Feature Writing & Interviews, Press codes & Ethics, CodeOf Ethics in Indian Journalism, Press councils guide of Journalistic Ethics

UNIT 3- The Psychology and Sociology of MediaAudiences

44-52Introduction, Media Audiences, The Psychology of Audiences, Group byGroup, Types of groups, The Mass Audiences & their nature, The public & thePublic opinion, The two step flow of Information, Mass media & Public Opinion,Agenda setting

UNIT 4- Models of Mass Communication

53-65Kiatz & Lazarfield’s two-step model, Ball Rockreach & Deflier’sDependency model, Model of Agenda setting & effects, Model of Gate keeping by White, Gatung & Rouge

UNIT 5- Issues in Communication

66-78 New world of communication order recommended by Mcbridge,Media Imperialism, Democratization communication & culture2

INTRODUCTION TO MASS COMMUNICATION

OBJECTIVES

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To understand the meaning of Mass Communication

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To discuss the Eras of history of Mass Communication

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To study the importance ‘Globalization’

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To study and trace the stages in history of Advertising

INTRODUCTION

M

ass Communication involves communication with the mass audiences and

hence the name

Mass Communication

. When we are thinking, it is intra-personalcommunication, when there is face-to-face conversation between two people it isinterpersonal communication, college lecture or speech would be an example of group communication, but there is another level of communication when we readnewspapers, magazines, listen to Radio or watch TV. This would be called ‘Masscommunication’ as the message is reached to the masses through different media.Mass Communication is defined as ‘

any mechanical device that multiplesmessages and takes it to a large number of people simultaneously

’. Face to faceconversation is called interpersonal communication, a college lecture or a publicspeech will be examples of group communication, when we are involved inthinking process, it is intra-personal communication. In addition to all these typesof communication we also indulge in yet another level of communication when weread newspapers, magazines or books, listen to radio or watch TV. As the messageis communicated to a very large number of people or to a mass of people, it iscalled

Mass communication.

Mass communication is unique and different from interpersonal communication asit is a special kind of communication in which the nature of the audience and thefeedback is different from that of interpersonal communication.

Mass communication is the term used to describe the academic study of various means by which individuals and entities relay information to largesegments of the population all at once through mass media.

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