In the last five decades or so, the media and its influence on the societies, has grown exponentially with the advance of technology. A common urban person usually wakes up in the morning checks the tv news or newspaper, goes to work, makes a few phone calls, eats with their family or peers when possible and makes his decisions based on the information that he has either from their co workers, Tv news, friends, family, financial reports, etc. In our work we usually know what we have to do, based on our experience and studies, however on our routine life and house hold chores we mostly rely on the mass media to get the current news and facts about what is important and what we should be aware of.
With the opening of satellite communication, mass communication has become inseparable part of the human life. The history of mass communication is comparatively recent, but it has become indispensable in today's society, which has become dependent on mass communication.
At personal level, mass communication is woven into our day-to-day existence. Individuals use mass media to satisfy their need for entertainment or enlightenment.
They become more aware of the country's problems and issues as well as help people develop understanding of the social problems. They also contribute to increased understanding of culture, politics, economy and so on.
In developed nations, where literacy and industrialization is high, is likely to depend more on mass communication channels for people's knowledge, entertainment and decision making.
As people of the country modernize and become more literate, individualistic and cosmopolitan, the use of mass communication channels becomes more and more important as there are many areas of common concern and interest to people about which people want to know.
Today's society has become far more complex to function only through interpersonal or group communication. There are many important messages of common concern which have to reach effectively to masses at a time.
In a country like India, it is not possible to train a mass of Indian population in basic life skills simultaneously and uniformly through formal education. It is not possible with our meager existing resources and facilities. This requires resorting to effective system of mass communication.
In India a large majority of the population is illiterate and hence beyond the reach of the printed media. Moreover, more than 65 per cent of Indian population is living in villages, bound by traditions, deep rooted attitudes and superstition.
This is a challenge for any educator.
It is only through persuasive influence of mass communication, the illiterate and backward population in India can be directed towards any social change required for development. Thus, mass communication has important role to play in enlightening the masses to raise the standards of their living and improve quality life.
Communication with rural people is difficult and challenging, as many of them live in inaccessible and isolated villages.
In this situation mass communication is the only alternative for reaching them breaking all the barriers of physical distances and illiteracy. Mass communication becomes very important while communicating ideas intended to change behaviour of people right from developing awareness to adoption of an innovation.
When people are exposed to an increasing flow of information, they find themselves in a position which necessitates a change in their aspiration, attitude and effort. Frequent exposure to mass media can create the urge for a higher standard of living. There is adequate research evidence throwing light upon the potentialities of individual medium of mass communication as well as a total effect of mass media exposure in changing cognitive and affective behaviour of rural people.
Radio and Television have invaded almost every corner of the country. People sit glued to watch television. Research has also proved the effectiveness of these media in educating people. Hence mass communication is one of the important inputs for the development of the nation.With the opening of satellite communication, mass communication has become inseparable part of the human life.
The history of mass communication is comparatively recent, but it has become indispensable in today's society, which has become dependent on mass communication. At personal level, mass.
Key words: Mass media, barriers, Indian, impact, mass communication INTRODUCTION The growth of media as an industry has accelerated over the past few years with new forms such as DVD and the internet changing the way we, the audience, consume and receive media.
Role and Impact of Mass Media 3 ROLE AND IMPACT OF MASS MEDIA Introduction to Mass Communication 34 Role and Impact of Mass Media MASS MEDIA AND DEMOCRACY Indian Agricultural Research Institute develops a new improved, high yield-ing strain of wheat or rice.
Farmers should be given information about the. Mass Communication includes work on all forms of mass media, including television, print media, movies, video games and music for both entertainment as well as informational and persuasive benjaminpohle.comts learn about the media selection process, motivations for using media and selecting one media form or content over another, and the individual and societal level effects of media .
Mass Media and Its influence on society.
Impacts OF Media on Society: A Sociological Perspective. 1,Hakim Khalid Mehraj,2,Akhtar Neyaz Bhat,3, Hakeem Rameez Mehraj are the effects of media on society. During the course of this literature various types of Impacts of media on the fax, internet etc (the main means of mass communication). The mass media occupy a high proportion. Mass communication plays an influential role in modern society. In this lesson, you'll learn what mass communication is and about some theories. Mass Communication & Society | Mass Communication & Society's mission is to publish articles from a wide variety of perspectives and approaches that advance mass communication theory, especially.
Posted about 5 years ago | 0 comment. By M. A Mughal. These are the effects of mass media especially in teenagers, they buy what they see on tv, what their favorite celebrity advertise and what is acceptable by society based on the fashion that the media has imposed on them.
The Indian Rupee. Mass communication plays an influential role in modern society. In this lesson, you'll learn what mass communication is and about some theories.