Communication to mass communication

Makhanlal Chaturvedi National University Of Journalism & Communication, Bhopal -
462311, Madhya Pradesh (India). www.mcu.ac.in
Amarendra Aarya
Faculty
Department of Media Management
Email- press.amarendra@gmail.com
Mobile No. 91+ 9584557055,
WhatsApp - 9584557055
Nature, Characteristics And Process Of Communication
Unit- 1 & 2, Communication, Mass Comm.
Science Of Communication
06-Sep-17

DEFINING COMMUNICATION
• The word 'communication'
is derived from the Latin
word 'communis' which
means 'to transmit', 'to
impart', 'to exchange', 'to
share' or 'to convey'.
• Communication means "the
imparting or exchanging of
information by speaking,
writing, or using some
other medium."
(Oxford English Dictionary)
06-Sep-17 @ Amarendra Aarya, Media Management, MCU, Bhopal.

COMMUNICATION
• Communication is a
message understood
• Communication is
social interaction
through messages.
• Communication is
sharing of
experience.
• According to Newman and
Summer, "Communication
is an exchange of facts,
ideas, opinions or emotions
by two or more persons.“
• Keith Davis states
"Communication is a
process of passing
information and
understanding from one
person to another."

we use our five senses
• Taste
• Touch
• Hearing
• Sight
• Smell

Nature
• UNDERSTANDING
HUMAN COMMUNICATION

Scope
• Prompt or speed up action
• Improve efficiency
• Increase productivity
• Stimulate creativity

INFORM
MISINFORM
SELL
BUY
CONFUSE
ADVISE
TEACH
WHY DO WE COMMUNICATE
LEARN
ACCEPT
CLARIFY
MOTIVATE
CRITICISE
DENY
06-Sep-17@ Amarendra Aarya, Media Management, MCU, Bhopal.

Requirement
1. Purpose
2. Content
3. Skills

• Inform
• Educate
• Entertain
• Observe
• Agenda Setting
Function

Summary
 Communication Can be improved, but doing so
is not always an easy process. It requires time, will
and motivation.
 Communicating effectively with people means
understanding and thinking of both what makes
communication work and how others view and
respond to the whole process.

Good communication can make success more
certain and make you more likely to achieve
excellence in job and career.
 Communication in the workplace is all about
planning and adapting one‟s company‟s message
to improve one‟s communications approach and
get the message across.

• Intra-Personal Communication
• Interpersonal Communication
• Group Communication
• Mass Communication
Types of Communication

Intra-Personal Communication
First type of communication
• Communication with oneself
• It involves thoughts, feelings and the way we
look at ourselves.
• intra-personal communication is centered in
the self.
• only sender-receiver.

• The message is made up of your thoughts and
feelings.
• The channel is your brain, which processes
what you are thinking and feeling.
• There is feedback in the sense that you talk to
yourself, or discard certain ideas and replace
them with others.

Interpersonal communication
Occurs mostly between two people,
though it may include more than two.

Flow model of
communications

The one‐step flow model of communications
• mass media communicates directly to the mass
audience.
• Without the message is being filtered by Opinion
Leaders
• presents mass communications mainly advertising.
• directly on each member of the target audience.
• “hypodermic needle” model of communications.

The one‐step flow model of communications
• There is only one source.
• The audience is passive.
• Preventing the mass media to have a big
influence on their audiences.

TWO STEP FLOW
THEORY OF
COMMUNICATIONS

TWO STEP FLOW THEORY OF COMMUNICATIONS
• The two-step flow of communication hypothesis
was first introduced by Paul Lazarsfeld, Bernard
Berelson, and Hazel Gaudet.
• The People's Choice
• 1944, study focused on the process of decision-
making during a Presidential election campaign.

The TWO‐step flow model of communications
• Researchers expected to find empirical support
for the direct influence of media messages on
voting intentions.
• They were surprised to discover that informal,
personal contacts were mentioned far more
frequently than exposure to radio or newspaper
as sources of influence on voting behavior.

The TWO‐step flow model of communications

Multi Step Flow Theory
(Diffusion of Innovation Theory)

Mass Communication

Mass Communication
• A means of disseminating information.
• Message to large, anonymous and scattered
heterogeneous masses of receivers who may
be far removed from the message sources
through the use of sophisticated equipment.

Mass Communication
• Communication is the sending of message
through a mass medium to a large number of
people
• Mass Communication represents the creation
and sending of a homogeneous message to a
large heterogeneous audience through the
media.

Mass
• Herbert Blumer define the term “Mass” for the
first time.
• It is a special type of social formation in the
modern society.
• According to Wilbur Schramm
• A mass is a detached or a alienated group of
individuals who face objects or areas of life,
which are interesting but puzzling and hence, not
easy to comprehended.

Features of Mass
• It has a large aggregate
• It is undifferentiated
• It is spread over a large geographical
territory.
• Its member do not come on a platform to
display their emotions, need sets or
grievances.
• If they have do… Make Group

Crowd
• A large number of people moving at a cross-roads can be
called Crowed.
• More then 20 Persons.
• There are four types of crowd.
• 1. Casual Crowd
• 2. Conventional Crowd
• 3. Acting Crowd
• 4. Expressive Crowd.

Public
• The presence of an
issue, discussion over
the same and arrival
at a collective
opinion are the chief
features of public.
• Financial Publics
• Media Publics
• Government Publics
• Citizen-action
Publics
• Local Publics
• General Publics
• Internal Publics

Features of Mass Comm.
• Mass Communication is distinguished from other
kinds of communication by a number of features or
characteristics. They are:
• Mass Medium
• Presence of Gatekeepers
• Delayed Feedback
• Limited Sensory Channels
• Impersonal Vs Personal Communication

Mass Media
• The Term Mass Media refers to the collection of
all those tools that communicate with the masses
to elicit some responses from them.
• Mass Media unite the masses.
• The Mass Media are mediated communication
tools or vehicles.

Mass Media
• The term mass media and mass
communication are closely
interrelated.
• Mass comm is not possible without
the use of mass media.
• It is the results of the efforts of the
mass media.

Mass Media
• According to denis McQuil
• The mass media are a power resource.
• An arena.
• A source.
• A source of fame

Mass Media
• The foundations of a public meaning
system.
• The most effective entertainment tools.
• The most active tools for conducting
political processes.
• The mass media address burning questions.
• The mass media are educators.

Objective of Mass Media
• Mould perceptions.
• Define or Redefine
views on some issues
• Purchase some products
or services.
• Take such actions as
would ensure social,
economic and political
development.
• Make them aware of
ecology and
environment.
The Mass Media of the new era are
used to persuade the masses to :

Presence of Gatekeepers
• In mass communication, sent messages do
not reach the audience in raw form.
• Messages are usually „treated‟.
• The concept of gatekeeper was first coined
by Kurt Lewin .
• Kurt describes gatekeepers as individuals or
groups of persons who govern the travels of
news items in the communication channels.

Presence of Gatekeepers
• 1. Limiting the
information through
editing before
dissemination.
• 2. Expanding the
amount of information
by injecting additional
views or angles.
• 3. Reorganizing or
Reinterpreting the
information gathered
before disseminating
it.
A gatekeeper does three major functions:

Cont…
• In mass media organizations, the
gatekeepers are usually the reporters, sub-
editors, editors, producers, writers, etc.

Delayed Feedback
• In interpersonal communication where
reply/feedback is made almost instantly,
the feedback in mass communication is
always delayed.
• Burgoon said in 1978 “Feedback is
often limited, delayed and indirect‟‟ .

Limited Sensory Channels
• This feature has to do with the fact that mass
medium limits the number of sensory
channels upon which audience can draw.
• Mass communication only enables one to use
his or her sense of sight and hearing since one
can only see the visual picture and hear the
voice of the speaker on the broadcast station.

CONT….
• This is unlike in a face- to- face
communication where the audience can
shake hands or hug the politicians and
as such, have no limitation to the
sensory channels.

Impersonal and Personal Communication
• Unlike in face – to – face
communication where communication
is personal.
• participants in mass communication
are usually strangers and, hence
messages are more impersonal.

Mass Communication and Human Communication
• Human Communication is a dynamic process of
sharing information between individuals.
• It encompasses all kinds of communication that
involves man.
• Mass communication is part of human
communication.
• It is one of the three major parts of human
communication.
• Human Emotions and need in mass comm.

Models of Mass
Communication

Max McCombs
&
Donald Shaw
AGENDA-
SETTING model

THE AGENDA-SETTING FUNCTION
OF MASS MEDIA*
MAXWELL E. Macomb & DONALD L. SHAW
• Public Opinion Quarterly, Volume 36, Issue 2,
Pages 176–187.
• Published:
01 January 1972

 Setting role of media has its roots in an old book,
Public Opinion Written by Walter Lippmann (1922).
 The author titled his first chapter as “The World
Outside and the Pictures in Our Heads.”
 Lippmann was the person who argued that the mass
media make our pictures of the world and inform us
about the world events.
 People can see only reflections of reality (not reality
itself) in the news media
The idea of the agenda

• Agenda-setting is the
creation of public
awareness and
concern of salient
issues by the news
media.
• Agenda-setting
describes the way that
media attempts to
influence viewers,
and establish a
hierarchy of news
prevalence.
• The press and the media do not reflect reality, they filter and
shape it.
• Media concentration on a few issues and subjects leads the public
to perceive those issues as more important than other issues.

• The concept that the news media influence the
“pictures in our heads” was put to an empirical
test in 1972.
• During the 1968 presidential election of the USA,
McCombs and Shaw conducted the first test of
Lippmann‟s theory in Chapel Hill, NC.
“The media Tells us whaT To Think abouT”

• Mass Media influence public perception about
the important issues of the day through their
daily selection and display of the news in their
news bulletin etc.
 They believed that with the passage of time the
priority issues of the news media organizations
would become the priority issues of the public.
 The media audience can easily feel the priorities
of the news agenda.
mccombs and shaw’ TesT (1972)

Three Models
• There are three models assumed by Max McCombs: the
awareness model, the priorities model and the salience model.
Rogers and Dearing identify three types of agenda setting:
• Public agenda setting, in which the public's agenda is
the dependent variable (the traditional hypothesis)
• Media agenda setting, in which the media's agenda is treated
as the dependent variable ("agenda building")
• Policy agenda setting, in which elite policy makers' agendas
are treated as the dependent variable ("political agenda
setting")
@ Amarendra Aarya, Media Management, MCU, Bhopal.06-Sep-17

Beginning of the Agenda-Setting Theory
News agenda determines the public agenda.
We look to news media to prompt us as to
where we should focus attention.
Media don‟t tell us what to think, they tell us
what to think about.

• A theory that
holds intense
media attention
increases the
importance of
certain topics,
issues, and
individuals
• It has the ability to tell us
what issues are
important and has a very
powerful influence of the
media.

• McCombs and Shaw‟s study was to
investigate a link between the content of
the news agenda and the public agenda.
• McCombs and Shaw wanted to examine
effects on people that resulted from some
specific content of the media messages.

Who uses agenda setting
• Agenda setting functions
mostly in mass
communication and media
• The media uses agenda setting
theory to inform us on what
they think is important to our
society

SIGNIFICANCE
• Agenda-setting theory countered the “limited
effects” .
• “Limited effects” = selective exposure, attention,
retention)
• Showed that the media ARE powerful,
yet also recognizing that public was free to choose.

FOCUS OF THEORY
• Election campaigns
• Establishing cause-
(effect relationship between media agenda
and public agenda)
• Quantitative research techniques

WHO SETS THE AGENDA FOR MEDIA?
 Media “gatekeepers”
 The candidates themselves
 Public relations / “spin” professionals and interest groups
 Compelling news events
 Individual Media Workers‟ influence on Media Content
 Influence of Media Routines
 Organizational Influences on Media Content
 Influences from Outside Media Organizations
 Influence of Ideology on Media Content

• The size of the headlines
• The length of the news story
• The page placement
• story appears indicate the prominence of the news story.
In newspapers

• The position of an item in the newscast
• The length of the story determine its importance.
These signals help the audience in making their priorities
among a small number of issues selected for attention in
the daily news broadcasts and outlets.
In television broadcasts

GRATIFICATIONS THEORY

GRATIFICATIONS THEORY
• The audience is active
and its media use is
goal oriented.
• People have various
uses (needs) they seek
to satisfy through
media.
• Audience members
take initiative to link
need gratification to a
specific media.
• The media compete
with other sources for
need satisfaction.

• Elihu Katz first introduced the Uses and
Gratification Approach, when he came up with the
concept that people use the media to their benefit.
• The perspective emerged in the early 1970‟s as
Katz and his two colleagues, Jay Blumler and
Michael Gurevitch continued to expand the idea.

• The Uses and Gratifications Approach
views the audience as active.
• They actively seek out specific media
and content to achieve certain results.
• Gratifications satisfy their personal
needs.

• Utility
• Intentionality
• Selectivity
• Imperviousness to Influence
• Activity
• Activeness
Need for Gratifications

Four Theories of the
Press / Media /
Mass Communication

• Normative theories were first proposed by
Fred Siebert, Theodore Peterson and Wilbur
Schramm in their book called “Four Theories
of the Press”.
• At first the word “Normative Theory” was
pronounced in USA during the height of „cold
war‟ with communism and soviet.
• Often it called as western theories of mass
media.

• A Normative theory describes an ideal way
for a media system to be controlled and
operated by the government, authority, leader
and public.
• Normative theories of press are not
providing any scientific explanations or
prediction.
• Normative theories are more focused in the
relationship between Press and the
Government than press and the audience.

The four theories of the Press/Media
• These theories are
more concern about
the ownership of the
media and who
controls the press or
media in the country.
• Authoritarian theory
• Libertarian theory
• Social responsibility
theory
• Soviet media theory

Authoritarian Theory
• Authoritarian theory describe that all forms of
communications are under the control of the
governing elite or authorities or influential
bureaucrats.
• The press is an instrument to enhance the ruler‟s
power in the country rather than any threats.
• The authorities have all rights to permit any media
and control it by providing license to the media and
make certain censorship.

Cont…
• If any media violate the government policies against
license, then the authority has all right to cancel the
license and revoke it.
• The government has all right to restrict any sensitive
issues from press to maintain peace and security in the
nation.
• Censorship is a suppression of any communication
which may consider as harmful to the people, King,
government and its nation.

Different types of censors
• Political censor
• Moral censor
• Religious censor
• Military censor
• Corporate censor

Libertarian Theory
• The theory is originally came from libertarian
thoughts from 16th century in Europe.
• The libertarian theorists are against the authoritarian
thoughts.
• Liberalism means information is knowledge and
knowledge is power.
• Libertarianism is free from any authority or any
control or censorship.
• The libertarianism is an idea of individualism and
limited government which is not harmful to another.

Cont…
• The libertarian thoughts are exactly against or
opposite to the authoritarian theory which means the
authoritarian theory says “all forms of
communication works under the control of
government or elite like king”.

Social Responsibility Theory
• Social responsibility theory of press which is
associated with “the Commission of the Freedom of
Press” in United States at 1949.
• In the book “Four theories of Press” (Siebert,
Peterson and Schramm) it’s been stated that “pure
libertarianism is antiquated, out dated and
obsolete.”
• That covered way for replacement of Libertarian
theory with the Social responsibility theory.

Cont…
• The theory lies between both authoritarian
theory and libertarian theory because it gives
total media freedom in one hand but the
external controls in other hand.
• Here, the press ownership is private.
• The social responsibility theory moves beyond
the simple “Objective” reporting (facts
reporting) to “Interpretative” reporting
(investigative reporting).

Cont…
• The theory helped in creating professionalism
in media by setting up a high level of accuracy,
truth, and information.
• Formulate the code of conduct for the press.
• Improve the standards of journalism.
• Safeguarding the interests of journalism and
journalist.
• Criticize and make some penalty for violating the
code of conduct.

Soviet Media Theory
• After the 1917th revolution, the Soviet Union was
restructured with new political system based on the
Marxist-Leninist principles.
• The newly formed communist party by Lenin shows
much interest in the media which serves to the
working class in the country and their welfares.

• Soviet originates a theory from Marxist, Leninist
and Stalinist thoughts, with mixture of Georg
Wilhelm Friedrich Hegel ideology is called “Soviet
Media Theory”
• also known as “TheCommunist Media Theory”.
• The same theory was developed and followed by
Adolf Hitler‟s Nazi in Germany and Benito
Mussolini in Italy.

• Soviet media theory is imitative of Leninist principles
which based on the Carl Marx and Engel‟s ideology.
• The government undertake or controls the total media
and communication to serve working classes and their
interest.
• Theory says the state have absolute power to control
any media for the benefits of people.
• They put end to the private ownership of the press and
other media.
• The government media provide positive thoughts to
create a strong socialized society as well as providing
information, education, entertainment, motivation and
mobilization.

• The theory describe the whole purpose of the
mass media is to educate the greater masses
of working class or workers.
• The public was encouraged to give feedback
which would able to create interests towards
the media.

Thanks

Communication to mass communication

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