Mass communication involves using print or electronic media like newspapers, magazines, films, radio or TV to communicate with large, scattered audiences. It emerged in the early 20th century as societies industrialized, urbanized and modernized. Mass communication aims to inform, entertain and persuade large numbers of people. The roles of mass media in development communication include surveillance of the environment, correlating different parts of society, transmitting social heritage, educating the masses, providing entertainment, and mobilizing people to advance national development. Effective mass communication integrates and fosters social interaction by providing insight into others' lives and cultivating social empathy.

1. Unite : Six
By: Dayamand J.S.
MSW, MU,Nepal
sanunpk@yahoo.com
Roles of Mass media
in Development
Communication

3. Communication
• The dictionary meaning of communication is “ The
exchange of thoughts, messages or information,
as by speech , signals, writing or behavior.” Latin
word communis (noun) = common, commonality
or sharing. Communicare (verb)=to make
common.
Define communication is not very easy. It means
many things to many people there is no exact
definition accepted by all experts. According to
Benjamin “communication is a necessary tool of
learning and prerequisite to mass education.”
According to Vivian “communication is exchange
of ideas.” Etc.

4. This is dark on light

5. • Cont.
Communication is the process of transmitting
information from source to receiver. People can‟t
live in isolation so they must be engaged in social
exchanges. It is also communication. Which has
largely determined the chances of bringing human
being closer together or uniting community into
one. We can say that, communication is at the heart
of all social interaction. Without communication there
would be no existence of human society. It is very
dynamic role in development of social work
because people use communication to express their
purpose, attitude, feelings, and to describe events
and object of the external world.

6. We use our
Six senses
To
communicate
SightTaste
Hearing Feeling
Touch Smell

7. Mass communication
• In earlier human societies, direct face to face
communication between two people was the
most common since they used to live in a
closed community. But as time to fulfill this
need to communicate large number of people at
a time human developed mass
communication.
• This term mass communication was coined in 1920s-
1930s in United States of America. At the begining
the term mass is only understood not mass
communication because Mass in earlier referred to
commoners and low status people.

8. Cont.
Three major trends-Industrilaization, urbanization and
modernization contribute to change traditional society
rapidly, because of these factors many people entered
America to seek of employment. They were comparatively
less educated then elite class. As they were from
different 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 of
communication was quite different than elite
people. To address their way of communication
people called it Mass Communication. --
--by MC Quails Research

9. Prentice Hall, 2001 9
Undifferentiated The concept of
mass
Mainly
negative
image
Lacking
Order or
organization
Reflective
of mass
society
Large
aggregate

10. As Berger
“Mass communication involves the use of print
or electronic media such as newspaper,
magazines, film, radio or TV to communicate to
large number of people who are located in
various places-often scattered all over the
country or the world.”
As Vivian
“Mass communication can be defined as
process of using a mass medium to send
messages to a large audiences for the purpose
of informing entertaining or persuading.”

11. 11
Electronic and paper media
Electronic
Broadcasting-> Radio ( International, National, Local and
Community )
Television ( international., National and
Local )
 Film-> Film, Music , Drama
 Online Media-> Websites (Media, Social interest, Humanitarian
food security and early warming)
Blog and micro blogging which can real time
update ongoing activities by mobile etc..
News feeds and news letters, social
networking sites Ex. Face book

12. 12
Electronic and paper media
Paper
Book
 Newspaper
 Magazine
International press,
National press and
Local press

13. Why Media Need
• 1.Surveiance of the environment. This is the
collection and distribution of information within and
outside a particular environment. The information flow
is necessary for unity and coherence if we live in the
society of collectivity;
2. Correlation of parts of the society. This includes the
interpretation of the information, the prescription of
conduct and, the comment on social value;
3. Transmission of social heritage. By communicating
information through the mass media we are
transmitting social and cultural values, which aim at
sustaining the society;

14.  4. Educating the masses. Education on the policies of
governments and on the rights and responsibilities
could be carried out through the mass media.
5. Entertainment function. The mass media also
entertain the public by providing emotional relaxation,
intrinsic and cultural enjoyment (i.e. provision of
momentary escape from problems) and killing
boredom; and
6. Mobilization function. This function of the mass
media is very important to developing communities
everywhere. It seeks to bring the people together and
helps to advance national development.

15. It could be seen from the foregoing
functions that the mass media provide
information and education, personal
identity, entertainment and most
importantly integration and social
interaction by giving insight into the
circumstances of others as well as by
helping with the development of social
empathy.

16. Thank You !
Contact Address
Dayamand Jyoti Sharma
MSW , Mid Western University
Birendranagar,Surkhet , Nepal
sanunpk@yahoo.com
jyotiskt@gmail.com