INTRODUCTION

TO MASS
COMMUNICATIO
N
Tashin Fatima Khan – Lecture 4
TOPICS FOR TODAY
 Mass Communication: Mass Media versus Digital Media
 What are the perspective on Mass Communication?

 But Before that

WHAT IS CULTURE?
 Theories describe culture as the provision of a system of meanings and pleasures that
underwrites the social system structured around economic, class, and other forms of social
power.

 Cultural Messages: Messages designed inline with the respective concerned culture
MASS COMMUNICATION
VERSUS
MASS MEDIA AND DIGITAL
MEDIA
 Mass media includes each medium through which communication is made to the masses.
These media (plural of medium) include the internet, books, magazines, television,
radio and so on. Mass communication is, on the other hand, the information that is
exchanged/ imparted to the masses via these media.

 Digital Media: Digital media is any form of media that uses electronic devices for
distribution. This form of media can be created, viewed, modified and distributed via
electronic devices. Digital media is commonly used software, video games, videos,
websites, social media, and online advertising.

 Social Media: Social media is any digital tool that allows users to quickly create and share
content with the public. Social media encompasses a wide range of websites and apps;
Social Networking sites
TRADITIONAL MASS MEDIA
VS.
DIGITAL MASS MEDIA
 Traditional media is defined as media that existed before the rise of the internet. That
includes newspapers, magazines, billboards, radio, and broadcast TV and direct
mail. Digital media includes everything you see online — online advertising, search
engines, social media, video streaming services, and websites
The Printing Industry: Books, News Paper and Magazine Industry

The Recording and Music Business

Radio Industry
MASS
Television Industry
MEDIA AND
ITS TYPES
Motion Pictures Industry

Advertising

Social Media/Digital Media and Age of Internet

MASS MEDIA AND IT’S TYPES
 Mass media refers to the technologies used
as channels for a small group of people to
communicate with a larger number of
people.
 There are three major forms of traditional
mass media: print, broadcast, and cinema.
 Newspaper and Magazines
 Radio
 Television
 Internet
[print (newspapers, books, magazines),
broadcast (television, radio), and cinema
(movies and documentaries)] 
PERSPECTIVES ON MASS
COMMUNICATION
WHAT IS THE PURPOSE OF
MASS COMMUNICATION?
 Discussion in class.
FUNCTION OF MASS COMM
FOR SOCIETY
 Surveillance : News and Reporting
 Interpretation: Understanding and Analysis of events
 Linkages: Supplier to buyer-Advertiser
 Transmission of Values
 TV and Socialization
 Entertainment
NEXT CLASS
 How people use Mass Media
 Mass Media and its types; Part 1.