Mass communication rawal a.

Mass Communication : Strength
and Limitation
Presented By:
Ashok Rawal
MPH(STD) PU, Nepal
12/16/2020 Ashok_Rawal _ MPH-STD

Outline of the Presentation
Introduction
Components of Mass communication
 Types of Mass communication
Mass Media and its types
Function of Mass communication
Role of Mass Media in Health communication
Strengths and Limitation of Mass Communication
Conclusion

Introduction
 Mass Communication is a process in which a person, a
group of people, or an organization sends a message
through a channel of communication to a large group of
anonymous and heterogeneous people and
organizations. Channels of communication include
broadcast Television, Radio, Social media and print
In other words, mass communication refers to imparting
and exchanging information on a large scale to a wide
range of people.

Components of Mass Communication
Two basic components :
1.The Mass
2.The Communication Media

The Mass
Large means we can’t exactly count the number of the
members of audience. It is relatively large but it doesn’t mean
that the audience includes all people.
Heterogeneous means the audience of mass media includes
all types of people – the rich, the poor, farmers, bureaucrats,
politicians and so on.
Assorted means the audience of mass media is not necessarily
limited to a particular geographical sector. They may be
scattered everywhere. For example, a newspaper may have a
reader in every nook and corner of the world.
Anonymous means we can’t specifically identify a reader of a
newspaper of newspaper with his certain characteristics.
Today he may be reader of a particular newspaper. Tomorrow,
he may change his media habit. Anybody at any time may be a
member of mass media audience. 52/16/2020 Ashok_Rawal _ MPH-STD

The Communication Media:
The channels of communication that produce and
distribute news, entertainment content, visuals and other
cultural products to a large number of people.
 Print Media
 Electronic Media
 New Media

Elements of mass communication
Public who has to be communicated with
Media (Medium) which is the means of
communication
Message because of which the process has been
created
Sender of the message
Marketing, advertising, Public relations extra
can be termed as the sub elements of mass
communication.

Mass Communication Process

Types of Mass Communication
1. Advertising :Advertising is a mass communication
which is used to market a product through mass media.
2. Journalism : Journalism is the collection, interpretation
and editing news.
3. Public Relations : It is the process of providing
information to the public in order to present a specific
view of a product
4. Social Media: Social media is used mostly in mobile
devices and people can communicate through images,
messages or emails etc…for example, Whats App,
Facebook, Twitter, Instagram etc

TYPES OF MASS COMMUNICATION….
5. Audio Media : Audio media are of two types (
Recorded music and Radio). Audio media is nothing
but the messages that are conveyed through recorded
audio for example news getting passed through radio
6. Convergence :Convergence is a type where all the
telecommunications come together as forms of mass
communication in a digital media environment.
7. Film and Television : In the late 1970s, television began
to change and gained a large number of audience.
Television was/is an important source of entertainment
to more than 90% of the world’s population. Not only
for entertainment television was also an important
source of current affairs/news.

TYPES OF MASS COMMUNICATION….
8. Photography: Photography also plays a vital role in mass
communication, it is a way of expressing/showing some
incidents through photographs.
9. Interactive Media: It is a form of communication techniques
that is related to services on computer-based systems.
10. E-books : E-Books has become one of the most important
sources for students. Nowadays the education system is
changing everything is changing into digital form. Therefore,
students are studying in eBooks (i.e.) in digital form.
Source:https://highereducationcorner.com/masscommunication-and-its-types

Theories of Mass Communication

Bullet theory
It has been described as a properly prepared message
according to the need of the receiver or the audience
It should be so prepared that it is immediately received
The message is compared to the bullet which strikes at the
aimed, target or audience

Trickle down theory
According to this theory the communication goes from
the top to bottom and finds a horizontal communication at
the lowest level of trickling among the people of equal
status.
It actually means that when a message has reached to the
community through mass communication, the
communication further finds a trickle effect within the
community by mouth to ear transfer.

Cultivation theory
Cultivation theory, developed by George Gerbner and
Marshall McLuhan
Discusses the long-term effects of watching television,
and hypothesizes that the more television an individual
consumes, the more likely that person is to believe the
real world is similar to what they have seen on television.

Individual difference theory
The content of the communication is so prepared that it
takes account the individual needs, attitudes etc.

Agenda setting theory
 Agenda-setting theory describes the ability (of the news
media) to influence the importance placed on the topics of
the public agenda
 Agenda setting hypothesizes that media have the power
to influence the public discourse, and tell people what are
important issues facing society.

Mass Media
 Mass media means technology that is intended to reach a
mass audience.
It is the primary means of communication used to reach the
vast majority of the general public.
The most common platforms for mass media are
newspapers, magazines, radio, television, and the Internet.

Types of Mass Media
Print Media: News papers,
Magazines books, Poster, Pamphlet,
Leaflet, Brochure ,other textual
documents
Electronic Media: Radio, Movies,
Television Audio and Video records
New Media: CD-RoMs, DVDs,
Internet facilities like World Wide
Web, email etc.

Mass
Media
Mobile
Phone
Print
Recording
Cinema
Radio
Television
Internet
Newspapers, magazines,
classifieds, circulars,
journals, yellow pages,
billboards, posters,
brochures, and catalogues
Gramophone records,
magnetic tapes,
cassettes, cartridges,
CDs, DVDs
Comedy, Drama, Horror,
Action, Children's,
Suspense/Thriller,
Fantasy, Crime,
Romance, Science
Fiction, Documentary,
Family, Mystery
College, Commercial, Community,
International broadcasting, Music,
Pirate, Public
News, Movies, Situation comedy,
Sports events,
Audience participation,
Talk/conversation, Music,
Reality-based show,
Devotional/religious
WWW
Websites
(news, blogs,
social networking,
wiki)
Forums/message
board
Internet telephony
(e.g. VoIP)
Email, Instant
messaging and
chat
Streaming audio
Streaming video
•The first personal mass media
•Permanently carried
•Always on
•Built-in payment mechanism
•The most accurate audience
measurement

Strengths and limitations of various media
Strengths
 Daily delivery – frequency opportunity
 Geographic selectivity
 Some special interest selectivity
 Intensive coverage of specific
geographic market
 Reach well-educated audience
 Wide range of editorial material aimed
at a broad audience
 Great flexibility in size
 Complex information can be
communicated
 Pass-along audience in household
 Can read at leisure
Print Media :News paper
Limitations
 Short life
 Low quality color
reproduction
 Cannot deliver
sound and motion
 Messages compete
with one another
Ashok_Rawal _ MPH-STD

Strengths
 Audience selectivity/specific audience
targeting
 Durability – long life
 High quality color reproduction
 Complex information can be
communicated
 Interested readers
 Influential readers
 Read at leisure
Print Media: Magazines
Limitations
Long lead time
required
Cannot deliver
sound and motion
Comparatively
expensive
Low frequency

Strengths
Allows for active demonstration of
product
Large audience reach
Some audience targeting
Prime source of news
High impact
Spectacular medium – sound,
animation, motion, colour etc.
Broadcast media: Television
Limitations
Messages have
short life plus time
shifting
Long lead time
Not portable
High production
costs
Most stations
urban

Strengths
Low Cost
Good supplementary medium
Great flexibility
Universal coverage
Inside and outside home
Selective audiences
Urban and rural
Prime source of local information
Broadcast media: Radio
Limitations
Short life
No visuals
No motion

Strengths
Excellent reach (mass audience)
Geographic flexibility
High impact message
Good for product awareness
/recognition
Reaches audience 24 hours a day
Quality reproduction
Outdoor Advertising: Hoarding Board, Wall painting,
etc.
Limitations
 Creative limitations –
instant visual impact
must be made
 Production costs are
high
 Environmental
clutter
 Weather can restrict
communication of the
message
 Cannot deliver sound
and motion
 Cannot provide details

Function of Mass Communication
Information
Education
Entertainment
Persuasion

Function of Mass Communication
Information
Education
Entertainment
Persuasion
Surveillance of the
environment
Transmission of heritage
Interpretation of information
Catalyst for Development

Information function
 Mass media carry a lot of information which are
essential for our day to day life. We know exam
results, weather forecasts, current affairs, traffic
regulations, precautions, government policies etc.
Information should be accurate, objective and
complete.
Biased or incomplete reports will keep the audience
away from the media.
Advertising is also mass media’s information
function..

Education function
 Education is systematically organized information with
predefined objectives.
The primary source of education in our society is schools
or colleges and Media also perform the functions that
educational institutions do.
Media are life-long educators for the society, They give
us comprehensive knowledge of selected topics. news-
based content like editorials, articles, columns in
newspapers provide us with complete idea of a subject-
Health Magazines,

Entertainment function
 Mass media are wonderful entertainers.
All media have entertainment content. Newspapers
publish cartoons, comics, puzzles, special weekend
supplements for amusing people and magazine content
such as short stories, novels, satires and cartoons are for
entertainment.
Movies are another big stock for entertainment.
Audio-Visual media such as television and radio are also
primarily concentrate on entertainment function through
their programmes based on sports, film, and fashion
shows etc.

Persuasion
 Persuasion means influencing attitudes or opinions. Mass
media have many ways to persuade people. Most people
form their opinion from information they get from mass
media.
Media have direct and indirect methods for persuasion.
For public opinion formation, mass media use editorials,
news analysis and commentaries.
The most obvious method of persuasion is advertising.
Advertisements are direct methods to influence
purchasing behavior of the public.

Surveillance of the environment
 Mass media observe the society and its activities and
report them to make people aware of their socio-cultural
environment.
 In other words, we as social animals are always under the
close observations of mass media. Media are our
watchdogs. It always watches who do good things and
who do bad things, and report them to encourage or
correct our deeds.
Media as the Fourth Estate of our democratic political
system.

Function of Mass communication..
Transmission of heritage:
Mass media are the bridge between our past and
present. They report day to day affairs which will
become history of tomorrow. The best records of
modern history are newspapers of yesteryears.
Interpretation of information
 Mass media provide us with information from every
nook and corner of the world. They do not just report
facts and figures of the events, rather they interpret
events to make us aware of what happens, and why,
where, when and how it happens

Catalyst for Development
 Media’s contributions to national development are
mainly in two ways : As advocates for development and
as carriers of development messages.
Mass media find out problems faced by people in
different walks of their life and make the administrators
aware of them.

Role of Mass Media in Health communication
 Expanding Reach & Health Promotion : The mass media
helps health workers expand their audience reach, which
is crucial considering the fact that face-to face channels of
communication often require too many human resources
and reach only a small number of people in large,
underserved rural areas.
The mass media provides an important link between the
rural residents and vital health information.
Printed Media : The distribution of pamphlets and leaflets
created by specialized health bodies can disseminate vital
health information reliably.

Role of Mass Media in Health communication
 The Internet Revolution : As Internet access continues to
expand, it will increasingly serve as a rich health resource in
environments that lack health expertise. Regardless of
location, the Internet allows people to gain access to a wide
array of health-related information from worldwide at a mouse
click.
 Reaching Out to Rural Communities: Radio Spots In places
where radios are still popular, they can be used, with great
success, as health communication tools. Not only are they
cheaper and more readily available in rural areas, their
programs can also be adapted to suit local needs in terms of
language, culture and values. In Africa, radio spots or
advertisements are used to combat malaria.

Mass Media exposure and internet usage
INTERNET USAGE
 Overall, 23% of women
and 47% of men age
15-49 reported having
used the Internet in the
past 12 months.
 Among those who had
used the Internet in the
past 12 months, more
than half of women and
men tended to use it on
a daily basis during the
past month (56% and
54%, respectively)
Source : NDHS, 2016
38

Strength and limitations Of Mass communication
Strength
– Reach many people quickly
– They are believable especially when the source is a
credible one
– Effective in emergency condition
– Cost effective
Limitation
– One sided
– Informative rather than behavioral change
– Difficult to evaluate

Bibliography
1. Introduction to mass communication, University of Calicut
distance Education Kerala India- 2011
2. US Office of Disease Prevention and Health Promotion.
(2004). “Health Communication’’HealthyPeopl2010 (vol.1)
3. https://en.wikipedia.org/wiki/Mass_communication
4. https://www.agilitypr.com/resources/pr-glossary/strengths-
limitations-of-various-media/
5. http://jayaseelansr.blogspot.com/2017/07/characteristics-of-
mass-communication.html
6. http://jayaseelansr.blogspot.com/2017/07/characteristics-of-
mass-communication.html
7. NDHS, 2016 Nepal

Bibliography
7. Wakefield, M. A., Loken, B., & Hornik, R. C. (2010). Use of
mass media campaigns to change health behaviour. Lancet
(London, England), 376(9748), 1261-71.
8. Piotrow, P.T., Kincaid, D.L., Rimon, J.G., Rinehart, W. and
Samson, K., 1997. Health communication: lessons from
family planning and reproductive health.
9. Bertrand, J.T., O'reilly, K., Denison, J., Anhang, R. and
Sweat, M., 2006. Systematic review of the effectiveness of
mass communication programs to change HIV/AIDS-related
behaviors in developing countries. Health education
research, 21(4), pp.567-597
10. https://anasedady.wordpress.com/2017/02/15/__trashed/

Mass communication rawal a.

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a Mass communication rawal a.

Similar a Mass communication rawal a. (20)

Último

Último (20)

Mass communication rawal a.

Notas del editor