Mass Communication.

1. Mass media, Functions of Mass
Media and How people use Mass
Media
Presenters:
Zeeshan khan,
Hammad Ali,
Muzaffar Latif.

2.  The mass media is a diversified collection of media technologies that
reaches and influences a large number of audience.
 Aristotle said;
“ Media is a means of catharsis and is must for normal living”

3. History of Mass Media
 The history of mass media is traced back to the time when dramas were
performed in the ancient culture and was the first time when a form of
media was broadcasted to the wider audience.
 The first dated printed book is known as “ Diamond sutra”, printed in
china in 868 A.D.

4. Diamond sutra

5. Cont.….
 Movable clay was invented in 1041 A.D. in china.

6. Invention of Printing press
and 1900’s
 The invention of the printing press in the late 15th century gave rise to some
of the first forms of mass communication.
 Enabling the publication of books and newspapers on a scale much larger
than was previously possible.
 In 1900, there was no radio, television or internet; newspapers dominated
the media market.

7. 1940’s
 Radio became the dominant form of media during and after World War II.
 As it could provide war information much
faster than newspapers, and people desired
current news of the war situation and of their
relatives fighting overseas.

8. 1950’s and Satellite Communication
 Television came to dominate the media
industry in 1950.
 In 1962, with the communications satellite
Telstar I in space news reports from around the
world could be transmitted directly, to
communicate major world events in real-time.

9. Internet links the World
 As the 20th century a new media was
born - the Internet. It links people together
through their computer terminals.
 Allowing individuals to express their opinions
freely to a large global audience.

10. Functions of mass media

11. Service The Political system
 Cover in detail government activities.
 Watch for scandal and wrongdoings.
 Check budgets & programs to see if tax money is spent
wisely.

12. Cont.…
 Allow political leaders to have a public forum to share
their ideas.
 To hold public leaders accountable for their actions.

13. Service The Economic System
 Advertising,
 Business news,
 Agricultural news,
 Industry news,

14. Entertainment
 Movies , songs ,dramas
 Cartoons,
 Sports,
 Feature stories,

15. Social function
 People learn society's values and come to understand
what society expects from them.
 Awareness in society about new laws and new rules.
 Hold society together.

16. Cont.…
 Local news.
 Transmit values.

17. Space for public expression
 Acts as a public representative by holding government
officials accountable on behalf of the people.
 Link between people and government.

18. Cont.…
 Public express its views freely.

19. Agenda setting
 Is crucial because it shapes which issues will be debated in public.
 Includes political agenda.
 Political agenda refers to important
issues which government needs
to address.

20. Other functions.
 Surveillance

21. Cont.…
 Acts as community forum.
 Inform the public by playing
teacher’s role.
 Define our relationship with
nature.

22. How People use Mass Media?

23. How People Use The Mass Media
People use the mass media by 4 ways:
1. Cognition
2. Diversion
3. Social utility
4. Withdrawal

24. 1. Cognition
 The act of coming to know something.
 Using the media to learn something.
 Example: current events, news
 People use the media in a cognitive way when they
want to understand the world.

25. Cognitive functions
At the individual level, two different types of cognitive functions are performed:
1. People use the media to keep up with information on current events.
2. while the other use the media to learn about things in general or things that relate to a
person's general curiosity.

26. 2. Diversion
Using the media to take our attention elsewhere. Three
major forms of diversion:
i. Stimulation
Seeking relief from boredom or the routine activities
of everyday life.
Examples
 Airlines show CNN/BBC during long flights.

27. Cont.…
ii. Relaxation
Too much stimulation or too much information is not desirable, it’s
called sensory overload .
Different people relax in different ways: some watches TV, listen to radio
or reading books, newspaper.
Emotional release
To release emotion in the form cry out, scream
etc.

28. 3. Social Utility
 Describes the human need to strengthen contact with family members,
friends, entire social group.
 Media provide a common ground for social conversations.
 Shows an individual's need to affiliate with others.

29. Conversational currency:
Using media as common ground for connecting with others
Example:
Political topics.
Para social relationship:
Phenomenon where people develop one-sided relationships with
media characters.
Example:
fans of fictional characters, fans of a band.

30. 4.Withdrawal
Describes using the media to create a barrier/ buffer zone between
themselves and other people.
For example:
 A person while riding on a bus or sitting in a
public place bury his head in a book,
mobile or newspaper.

32. Conclusion
 Mass media has played and is playing an immense role in past
and is also playing in the present time too.
 Now it can be said that a country can only progress with the help
of the technologies used in the mass media.