Mass communication plays a central role in society and its development. It provides people with information about their communities, countries, and the world. While increasing people's access to information, mass media also influences their attitudes and views. It has impacted society both positively and negatively in areas like family, religion, education, and politics. By changing people's opinions and beliefs, mass media acts as an agent of social change. However, it does not directly involve individuals but rather influences them psychologically. Overall, mass media shapes societal values and can impact development policies through its role as a reflector and reinforcer of dominant attitudes.

1. Impact on mass communication
on
society
Dr J Balamurugan

2. The mass communication tools

4. The social media

5. Introduction
• Everyday life is a total of routines, actions and reactions
repeated day after day. Media is playing important role in
everyday life.
• Mass media as a "view into the world" became as a members
of the family, all over the globe.
• Mass communication plays a central role in the existence,
development and maintenance of society.
• No society can function, or achieve goal without mass
communication.

6. Conti..
• Mass media are capable of creating various kinds of impact
on mankind.
• It play a crucial role in the function and change of any society.
• A study of social change cannot be done without studying
mass media.
• Therefore, in the present times when technology has brought
about changes in the society, mass media studies have
become important.

7. The position of individual

8. Conti..
• The mass media constitute a powerful and pervading force in
our lives.
• We are exposed daily to a bombardment of media messages.
• Most of the information we receive about our community, our
state, the nation and the world comes to us through
newspapers, magazines, television and radio.
• The information and views communicated through these
media have great impact on our attitudes toward people,
events and problems.

9. Conti..
• Due to mass media the range and amount of information
available to the people has vastly increased.
• For example, a villager in India today can have the idea of what the city life is
by watching television and cinema.
• Mass media have exposed people to technical subjects which
are of their day to day use.
• For example, use of automatic machines, electronic appliances, pesticides,
fertilizers etc.

11. • Mass media has affected our society both positively and negatively in the
field of the family, marriage, religion, economy, education and polity.
• It has programmed our thoughts, what and how we dress and how we
relate to one another etc.
• Certain images shown on television influence kids to misbehave,
disobeying parents under the impression.
• Disobedience leads to destruction, that leads to teenage pregnancy, drug
abuse etc.
• On the other hand mass media can persuade young kids positively: if you
tune to programmes that motivates positive force.

12. Conclusion
• Overall, Mass media do not involve the individual directly.
• It bring changes largely in the psychological domain.
• It capture the audience by changing their opinions, attitudes,
beliefs, knowledge and value systems.
• To sum up, mass media create impact by playing their role as
change agent, reflector and reinforcer of dominant values and
attitudes in society which can have a significant impact on the
decisions of development planners, policy makers and
legislators that affect development programmes.

13. Thank you