Mass Communications

- Mass Communication

No . Of pages : 19 ( including references

Mass Communication

Human Civilization is passing through a crucial phase of its existence and survival . Mass Media as Purveyors of news views have a decisive role of preparing the humans race for the 21st century . Due to the primacy accorded to information as social inputs , many developed societies have becoming information societies . The rest are on the verge of becoming so . With the growing importance of communication , the societies are racing against time to be in mainstream of the communication revolution p

Basically communication comes from the Latin Word "Communism " meaning common . When we communicate we are trying the establish commonness with someone . That is , we are trying to share information , an idea or an attitude

The process of communication started with travelers and letters . The transformation in European Societies following the Renaissance reformation and industrial revolution resulted in a sea change and the Modernization process began spreading to newer areas beyond Europe . Due to rapid development in technologies the process of communication was fast and receipts of communication and feedback was ensured . What we call mass media communication today , are the product to technologies operating directly in our society . Mass media and communication technologies have become integral parts of our life and our society While the principal focus in the studies of communications in organizations is on formal organization such as political parties business enterprises or labour union , some of the observations apply to social units that are not ordinarily thought of as organization family groups , neighborhoods or nation sates (Davidson , 1974 . More commonly an effort is made to relate patterns of internal communication to the effectiveness of the organization in carrying out its purpose . Most such studies have been concerned primarily with interpersonal or inter unit communication . By contrast , relatively little effort has been devoted to exploring the role of mass media in organizational life . Mass communication researchers have been more interested in the impact of Media on individuals than on organizations . Riley noted "the traditional approach to mass communication has been largely concerned with the content of the communicated messages and the response of isolated individuals (1959 ' But it does not mean that the functions of mass communication for collectivities have been completely ignored

In planning for utilization of new communication technologies , for example , one is forced to ask about their significance not only for the individual but also for all types of social organization from political parties , police departments and industries to families , neighborhoods and voluntary associations . It is possible that mass communication channels can substitute for face-to-face channels in Medical educational , organizations , thus decisively altering their structure Communication and organizations , which are traditionally been regarded as individually self-contained units , now viewed as complement and supplement each other . The major three areas such as communications in business organizations , political communication in general and on the way parties (Government ) with pressure groups and communication in development process in particular with the way in which mass media can help to establish...