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Mass Communication- Traditional Vs Modern Mass Media

What is Mass Communication?

Mass communication includes creating, sending, receiving, and analysing messages to a broad audience through various forms of media. The primary goal is to inform, educate, entertain, or persuade the audience.

This includes traditional formats such as television, radio, and print, as well as newer digital mediums like social media and podcasts.

Mass communication is pivotal in shaping our society, culture, and individual perspectives. It encompasses how information is disseminated to large audiences, making it a vital aspect of modern life. It allows for exchanging ideas, cultures, and news across different demographics and geographies.

Evolution of Mass Communication

The evolution of mass communication dates back centuries. Early newspapers in the 17th century marked the beginning of organised news dissemination.

The modernization progress also constitutes a higher concentration in the print and publishing industry specifically in Western countries. The invention of the telegraph in the 19th century revolutionised how quickly information could be shared over long distances.

With the advent of radio and television in the 20th century, mass communication grew exponentially leading to the rapid spread of information worldwide.

The Role of Mass Communication

Mass communication serves several critical functions in society:

1. Information Dissemination

It informs the public about news, events, and issues affecting their lives.

2. Cultural Exchange

Different forms of media allow for the sharing of cultural expressions, helping people understand diverse perspectives and experiences.

3. Public Opinion Formation

Media influences how individuals perceive issues and events, shaping public opinion and societal norms.

4. Entertainment

Mass communication provides various entertainment options, including movies, music, and television shows that capture audience interest.

5. Advertising and Marketing

Businesses use mass communication to reach potential customers and promote products and services to large audiences.

Traditional Vs Modern Mass Communication

Broadly, mass communication can be classified into two types. The first one is traditional media and the second is modern media.

Traditional media

If you ask your grandparents about how they received and sent messages, you will understand traditional media. It is the oldest form of mass communication which includes puppetry (an art form where movements are created to toys and paper using rods and strings), folklore (folk tales, folk dances, folk arts, theatre plays, rural theatres, and community singing), novels, comics and many more.

Sit with your parents and maybe sometimes your elderly sibling might know what electronic media is. Electronic media like auditory media-sense of sound, and audio-visual media are a pleasure to both the visual and auditory senses. It includes radio, television, cinema and films.

The purpose of media is not entertainment alone but includes oral communication like public gatherings or political meetings, religious masses,  etc.

Advertising And Transit Media

Outdoor media or advertisements are also a form of mass communication. Visual displays, posters, flex, hoardings, banners, sign boards in roadways, airports and metro stations, cinema slides, LED displays and neon signs are a few examples.

Outdoor media also consists of transit media in which the advertising posters, banners, flexes, hoardings and other materials are fixed onto a moving vehicle like cars, buses, metro, auto rickshaws, and trains.

Modern Media

With the rise of the internet, mass communication has transformed dramatically. Digital platforms enable instantaneous information sharing, allowing audiences to engage with content actively. Social media, blogs, and streaming services have given individuals the power to communicate on a large scale, creating a more participatory media environment.

Key Points To Note

  • The difference between traditional and modern mass media is the cost, accessibility, distance, reach, distribution, and mass-scale production.
  • The spread of misinformation and “fake news” has become increasingly prevalent, raising concerns about the credibility of sources and the impact of unchecked information on society.
  • Additionally, the digital divide means that not everyone has equal access to the benefits of mass communication, leading to disparities in information availability and engagement.

Related: Types of Mass Communication

Conclusion

Mass communication is a cornerstone of contemporary society, influencing our thoughts, behaviours, and interactions. Understanding its mechanisms, significance, and the challenges it faces is crucial for navigating the modern media landscape.

As consumers of mass communication, especially for young people, being informed and critical can empower you to make sense of the world and contribute positively to discussions that shape our communities and future.

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