Unit 1 Mass media and its importance

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Unit 1 Mass Media and its
Importance
Prepared by-
Dr.Dhvani Joshi
Shared by-
Vaidehi Hariyani
Research Scholar
Department ...

Communication: The Term
• A human relationship involving two or more persons
who come together to share, to dialogue and t...

According to Denis Mcquail, “Communication is a process which
increases commonality – but also requires elements of common...

Need For Communication
• A human being’s need for communication is as strong as the need to eat, sleep and love.
• Communi...

The Communication Process
This involves a series of actions taking place that involve various types
of expressions, interp...

1. The sender has an idea: The intent of this phase is to start the process at a time when
a sender intentionally decide t...

4. The receiver gets the message:
5. The receiver decodes the message: The receiver always decodes the message using his
o...

Types of Communication
1. Intrapersonal Communication
2. Interpersonal Communication
3. Group Communication
4. Mass Commun...

Functions of Mass Media
1. To inform
2. To educate
3. To entertain
4. Transmission of heritage
5. Commercial

Development of Mass Media
Western Mass communication scholars have identified a development
progression cycle called as th...

Impact of Mass Media
• Personal
• Psychological
• Social
• Moral
• Cultural
Bernard Berelson, an American scientist define...

Western Communication Theories
1. Lasswell Model of Communication
Lasswell saw communication as performing 3 functions: su...

2. Shannon and Weaver Model
Effects oriented approach
5 parts: information source, a transmitter, a channel, the receiver ...

3. Osgood and Schramm Model
Schramm defined communication as ‘sharing of information, ideas or attitudes.’
He endorsed 3 i...

4. Ritual Model of Communication
James Carey an American anthropologist promoted this model.
‘Role of ritual in societies’...

Indian Communication Theories
• In recent years communication scholars in India and Sri Lanka have
made attempts to develo...

1. Bharata Muni’s Theory
• As per this theory human psyche is composed of ‘sthaibhava’
(permanent moods). These moods are ...

• These Sthaibhavas are accompanied by many fleeting or secondary
moods that are common to several dominant moods and serv...

2.Hindu Theory (Philosophical View)
Second Indian Theory of Communication is from the Hindu philosophical
perspective.
Ind...

Mass Communication and Mass Culture
• Culture can be defined as the beliefs, values, or other frameworks of
reference by w...

Features
1. Immense popularity amongst all classes, but particularly among the
working class in industrial societies.
2. M...

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