Unite : SixBy: Dayamand J.S.MSW, MU,Nepalsanunpk@yahoo.comRoles of Mass mediain DevelopmentCommunication
Communication• The dictionary meaning of communication is “ Theexchange of thoughts, messages or information,as by speech , signals, writing or behavior.” Latinword communis (noun) = common, commonalityor sharing. Communicare (verb)=to makecommon.Define communication is not very easy. It meansmany things to many people there is no exactdefinition accepted by all experts. According toBenjamin “communication is a necessary tool oflearning and prerequisite to mass education.”According to Vivian “communication is exchangeof ideas.” Etc.
• Cont.Communication is the process of transmittinginformation from source to receiver. People can‟tlive in isolation so they must be engaged in socialexchanges. It is also communication. Which haslargely determined the chances of bringing humanbeing closer together or uniting community intoone. We can say that, communication is at the heartof all social interaction. Without communication therewould be no existence of human society. It is verydynamic role in development of social workbecause people use communication to express theirpurpose, attitude, feelings, and to describe eventsand object of the external world.
We use ourSix sensesTocommunicateSightTasteHearing FeelingTouch Smell
Mass communication• In earlier human societies, direct face to facecommunication between two people was themost common since they used to live in aclosed community. But as time to fulfill thisneed to communicate large number of people ata time human developed masscommunication.• This term mass communication was coined in 1920s-1930s in United States of America. At the beginingthe term mass is only understood not masscommunication because Mass in earlier referred tocommoners and low status people.
Cont.Three major trends-Industrilaization, urbanization andmodernization contribute to change traditional societyrapidly, because of these factors many people enteredAmerica to seek of employment. They were comparativelyless educated then elite class. As they were fromdifferent places. They didn’t have unity.The society comprised of such people was termed„Mass society‟ their different culture was called„Mass culture‟ Their purpose and way ofcommunication was quite different than elitepeople. To address their way of communicationpeople called it Mass Communication. ----by MC Quails Research
Prentice Hall, 2001 9Undifferentiated The concept ofmassMainlynegativeimageLackingOrder ororganizationReflectiveof masssocietyLargeaggregate
As Berger“Mass communication involves the use of printor electronic media such as newspaper,magazines, film, radio or TV to communicate tolarge number of people who are located invarious places-often scattered all over thecountry or the world.”As Vivian“Mass communication can be defined asprocess of using a mass medium to sendmessages to a large audiences for the purposeof informing entertaining or persuading.”
11Electronic and paper mediaElectronicBroadcasting-> Radio ( International, National, Local andCommunity )Television ( international., National andLocal ) Film-> Film, Music , Drama Online Media-> Websites (Media, Social interest, Humanitarianfood security and early warming)Blog and micro blogging which can real timeupdate ongoing activities by mobile etc..News feeds and news letters, socialnetworking sites Ex. Face book
12Electronic and paper mediaPaperBook Newspaper MagazineInternational press,National press andLocal press
Why Media Need• 1.Surveiance of the environment. This is thecollection and distribution of information within andoutside a particular environment. The information flowis necessary for unity and coherence if we live in thesociety of collectivity;2. Correlation of parts of the society. This includes theinterpretation of the information, the prescription ofconduct and, the comment on social value;3. Transmission of social heritage. By communicatinginformation through the mass media we aretransmitting social and cultural values, which aim atsustaining the society;
4. Educating the masses. Education on the policies ofgovernments and on the rights and responsibilitiescould be carried out through the mass media.5. Entertainment function. The mass media alsoentertain the public by providing emotional relaxation,intrinsic and cultural enjoyment (i.e. provision ofmomentary escape from problems) and killingboredom; and6. Mobilization function. This function of the massmedia is very important to developing communitieseverywhere. It seeks to bring the people together andhelps to advance national development.
It could be seen from the foregoingfunctions that the mass media provideinformation and education, personalidentity, entertainment and mostimportantly integration and socialinteraction by giving insight into thecircumstances of others as well as byhelping with the development of socialempathy.
Thank You !Contact AddressDayamand Jyoti SharmaMSW , Mid Western UniversityBirendranagar,Surkhet , Nepalsanunpk@firstname.lastname@example.org