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Mass Media and Communication

Authors: Vinod Kumar;

Mass Media and Communication

Abstract

Mass communication can be defined as the process of using mass media to send messages to large audiences for the purpose of informing, entertaining or persuading. In many respects the process of mass communication and other communication are same. Someone conceives a message, essentially an intrapersonal act. The message then is encoded into a common code such as language. Then it is transmitted. Another person receives the message, decodes it and internalizes it. In other respects, mass communication is distinctive. Crafting an effective message for thousands of people of diverse backgrounds and interest requires different skills than chatting with a friend across the table. Encoding the message is more complex because a device is always used, for example a camera or recorder. We shall first take up the print media because that happens to be the original type of mass media in India. We shall then give an account of radio, film and TV as media of mass communication in India, their spread, reach, people’s access to these media and their impact on the society. New technologies made their entry during 1970s and 1980s. They are video, cable and satellite TV.

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Powered by OpenAIRE graph
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selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
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