mass MEDIa BY massmedia communication,we mean firstly the press,newspapers,magazines,and...

mass MEDIa

BY massmedia communication,we mean firstly the press,newspapers,magazines,and cheap books and secondly radio and television.The cinema and internet are also a part of massmedia.The media have mainly four basic functions.Firstly,they supply us with news keeping us informed about what is happening in the world.Secondly,they interpret the news fore us by way of commentary and editorial.Thirdly,they spread culture and education.And finally,they provide entertainment.

The spread of educational and cultural norms may affect and form the attitudes and sensibilities of a nation.Even the type of entertainment provided may affect our ways of thinking and behaving.The massmedia are often government-owned or government-controllrd,sometimes both.In other instances,massmedia are also owned and run by private agencies.Most newspapers depend on advertisements in order to survive.Where the media are government-controlled they may well be used to promote the point of view and the interests of the government.Therefore the massmedia provide powerful means of propoganda.

To be able to evaluate the propoganda,we must answer the following questions;Who is saying?What is being said?What exactly is really being said?To whom it is being addressed?What effect is being produced?It is important to identify the ‘Who’ to know the hidden interest behind the propoganda.An analysis of the content of the message may show whose voice we are really listening to.The answer to second question may reveal that much ‘objective’ reporting or news infact advertising or subtle propoganda.The answer to third question is that; many newspapers,radio and television programmes openly proclaim to whom the communication is addressed.There are worker’s newspapers sports magazines etc.All the word ‘mass’ implies here is that the message reaches a large number of people.

Newspapers and news broadcasts supply us wth a mass of information from all parts of world.And it is a big fact is that,’mass audience’ is very selective in what newspaper it reads.,what it listens to on the radio or watches in television.Far from manipulating our attitudes,openions,patterns of behaviour,and fashions, Massmedia serve rather only to crystallise and reinforce.The Massmedia do not aim to set trends,they only reinforce.

Shahna Jubin

Roll.No:72