This document discusses mass communication and its role in society. It describes mass communication as focusing on the content of information disseminated to a diverse audience through various media, unlike interpersonal communication which has a single source. The major fields of mass communication are outlined as journalism, broadcasting, advertising, and public relations. The objectives and functions of mass communication are also summarized, including to inform, raise public opinion, entertain, and act as gatekeepers. The document emphasizes that mass communication plays a fundamental role in society by influencing politics, social issues, education, and more.

1. MASS COMMUNICATION
BY: CHELDY S. ELUMBA-PABLEO,MPA;LLB

2. FLOW OF COMMUNICATION
CHELDY S. ELUMBA-PABLEO,MPA;LlB

3. MASS COMMUNICATION
Media practitioner/entities
Tv/emedia Broadcastin
g
Print/Public Relation
Audience/public
Ideas/opinion
/decision
making
information
Determining factor of what kind of
society/community
CHELDY S. ELUMBA-

4. AS COMPARED TO INTERPERSONAL AND
ORGANIZATIONAL COMMUNICATION
 Unlike in Interpersonal and organizational
communication which focuses on a single
source of information dissemination to a
diversified audience, MASS
COMMUNICATION mainly concerns on the
‘CONTENT’ of information being
disseminated.
 How the content is relayed to the
audience that shapes the publics opinion,
attitude, behaviour, belief and perspective
CHELDY S. ELUMBA-PABLEO,MPA;LlB

5. FOUR MAJOR FIELDS OF MASS COMMUNICATION
 Journalism (print media)
 Broadcasting (television, radio, emedia)
 Advertising
 Public Relations ( memo and circulars)
CHELDY S. ELUMBA-PABLEO,MPA;LlB

6. OBJECTIVES OF MASS
COMMUNICATION
CHELDY S. ELUMBA-PABLEO,MPA;LlB

7. TO INFORM
Matters of general interests
CHELDY S. ELUMBA-

8. TO RAISE PUBLIC OPINION
CHELDY S. ELUMBA-
PABLEO,MPA;LlB

9. TO PLAY DIPLOMATIC ROLE TO EXERCISE
INFLUENCE IN INTERNATIONAL POLITICS
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10. TO EXPLAIN PUBLIC POLICY
CHELDY S. ELUMBA-PABLEO,MPA;LlB

11. TO FACE EMERGENCIES
Peace and
order
Natural calamities
strike
s
CHELDY S. ELUMBA-
PABLEO,MPA;LlB

12. TO IMPLEMENT EDUCATIONAL PROGRAMS
Easy and convenient way of
learning
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PABLEO,MPA;LlB

13. TO ENTERTAIN AND SOCIALIZE
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PABLEO,MPA;LlB

14. FUNCTIONS
information
interpretation
instructive
bonding
diversion
gatekeeping
SOCIETY/COMMUNITY
CHELDY S. ELUMBA-
PABLEO,MPA;LlB

15. INFORMATION FUNCTION
 a need for
information to
satisfy curiosity,
reduce uncertainty,
and better
understand how we
fit into the world.
CHELDY S. ELUMBA-
PABLEO,MPA;LlB

16. INFORMATION FUNCTION
 The amount and availability of information
now is very overwhelming compared 20
years ago where there is no internet access,
no social network, no cellular phones,
television or radio broadcasting that will
reach the far flung communities.
 The only information that they could get is
through the newspaper which will only have
its publication once or twice a week and with
a delayed information because of the
dissemination and transportation system.
CHELDY S. ELUMBA-
PABLEO,MPA;LlB

17. INTERPRETATION FUNCTION
 Media outlets interpret messages in more
or less explicit and ethical ways.
CHELDY S. ELUMBA-
PABLEO,MPA;LlB

18. INTERPRETATION
 Newspaper Editorials, radio commentary
programs have been long explicit
interpretation of current events and political
commentary that is full of subjective
interpretation.
 Most are often about their motives, political
inclinations.
 They interpret issues according to their
personal necessity. Although there are still
those who are still factual and not bias in
their interpretation. CHELDY S. ELUMBA-
PABLEO,MPA;LlB

19. INSTRUCTIVE FUNCTION
 Some media outlets
exist to cultivate
knowledge by
teaching instead of
just relaying
information.
CHELDY S. ELUMBA-
PABLEO,MPA;LlB

20. EXAMPLES OF INSTRUCTIVE NETWORKS
 Major
instructive
networks such
as CNN,
Discovery
Channels,
serves a mixture
of information.
CHELDY S. ELUMBA-PABLEO,MPA;LlB

21. BONDING FUNCTION
 Media outlets can bring people closer
together, which serves the bonding
function.
CHELDY S. ELUMBA-
PABLEO,MPA;LlB

22. BONDING FUNCTION
 People share common
values and interest can
gather on online forums
like facebook, twitter,
instagram.
 They can exchange ideas,
laugh together, give
sympathy that will create
a strong bonding
relationship. They create,
connect and reconnect
friends, family and the
CHELDY S. ELUMBA-
PABLEO,MPA;LlB

23. DIVERSION FUNCTION
 We all use the media to escape our day-to-
day lives, to distract us from our upcoming
exam, or to help us relax
CHELDY S. ELUMBA-
PABLEO,MPA;LlB

24. DIVERSION
 A saying that goes: “all work
without play will make a
child dull” is indeed very
true. When a person
becomes a ZOMBIE, he
becomes unproductive and
becomes so easily irritated
that will show off a potential
clients away. Thus
relaxation is not bad at all.
CHELDY S. ELUMBA-
PABLEO,MPA;LlB

25. GATEKEEPING
 “WATCH DOG”- This
watchdog role is intended
to keep government from
taking too much power
from the people and
overstepping their bounds.
 Central to this role is the
notion that the press works
independently of the
government.
CHELDY S. ELUMBA-
PABLEO,MPA;LlB

26. GATEKEEPERS
 Media practitioners serves as the eyes
and ears of the people.
 They engage in investigative reporting
which uncover danger or corruption so
that public can demand change.
 They are expected to present a factual,
fair and accurate reports.
CHELDY S. ELUMBA-
PABLEO,MPA;LlB

27. ROLE OF MEDIA IN THE SOCIETY
- Fundamentally a function of how this society
chooses to use the media that ultimately
leave the final judgment to the viewers or the
public to decide on a particular issue.
CHELDY S. ELUMBA-
PABLEO,MPA;LlB

28. HOW IT AFFECTS THE PEOPLE AND THE SOCIETY
Everyone depends
on information and
communication to
keep our lives
moving through daily
activities like work, education, health care,
leisure activities, entertainment, travelling,
personal relationships, and the other stuff with
which we are involved in media.
CHELDY S. ELUMBA-PABLEO,MPA;LlB

29. SOCIAL AWARENESS
Bring radical
change
influence
political
socia
l
economi
c
educational
personal
religious
personal
aesthetic
CHELDY S. ELUMBA-
PABLEO,MPA;LlB