Mass Communication

1. Mass Communication
Possibly the most influential form
of human communication

2. Introduction
• What is communication?
• Communication is the process of sending
and receiving messages.
• or
• Communication is the process of
exchanging information, data, ideas
• and opinions.
In simple words we can say that ““just to
convey the message”

3. Communication
• When we are thinking, it is intra-personal
communication, when there is face-to-face
conversation between two people it is
interpersonal communication, college lecture
or speech would be an example of group
communication.

4. Mass Communication
• There is another level of communication
when we read newspapers, magazines,
listen to Radio or watch TV. This would
be called ‘Mass communication’ as the
message is reached to the masses
through different media.

5. Types of communication
• Mass Communication-The process of
delivering information, ideas and attitudes to
a large and diverse audience by the use of
different forms of media.
• This is communication with an unseen
audience
– What are some examples of Mass
communication (AKA Media)?

6. • Mass Communication is defined as ‘
any mechanical device that multiples
messages and takes it to a large
number of people simultaneously

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

8. What are some different types of
channels for mass communication?
• Radio
• Television
• Movies
• Commercials
• Internet
• Books
• Magazines
• Newspapers
• Music
• Videogames

9. Characteristics of Mass
communication:
• 1. Directs messages toward relatively
large, heterogeneous and anonymous
audience.
• 2. Messages are transmitted publicly no
privacy.
• 3. Short duration message for
immediate consumption
• 4. Feedback is indirect, non-existent or
delayed

10. Characteristics of Mass
communication:
• 5. Cost per exposure per individual is
minimum
• 6. Source belongs to organization or
institutions
• 7. Mostly one way
• 8. There is need for fewer media to
reach vast and widespread audience
because of wide reach of each

11. Why is Mass Media so important?
• It shapes the way we think, what we
see, and how we feel.
• The media decides
what they want to
tell us, teach us,
show us.

12. Importance of Mass Media
• JFK/Nixon debate- 1960 a little known senator, John
Kennedy and well-liked senator, Richard Nizon televised a debate.
Kennedy won the debate and also the election.
• 1938 Orson Welles radio broadcast- during a
regular radio show the population was convinced that
aliens were attacking the major cities of the US.
– https://www.youtube.com/watch?v=Xs0K4ApWl4g

13. Deception in mass media
Product placement
• Subliminal messages
• Targeting audience
(facebook ads for ex.)
• Swayed news articles
Conservative
Liberal

14. Deception- Commercials
• Raising the volume
• Celebrity endorsements
• False advertising- the use of false or misleading
statements in advertising, and misrepresentation of the product
– http://www.businessinsider.com/false-advertising-scandals-2011-9?op=1
– https://www.youtube.com/watch?v=eqDXlYxSdLc

15. Deception in magazines and ads
• Photoshop
– https://www.youtube.com/watch?v=iYhCn0j
f46U

16. • It is important to be a critical audience member.
Analyze the information given to you, don’t just take it
as fact.
– Step 1- Ask what they want of you (persuade you to buy
something? Hook your attention so you’ll view or listen
longer? Etc.)
– Step 2- Analyze the values or assumptions that the program
represents
– Step 3- Make your own judgment