Media and mass media

Media and mass media

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  Unite : Six By:Dayamand J.S. MSW, MU,Nepal [email protected] Roles of Mass media in Development Communication
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  Communication • The dictionarymeaning of communication is “ The exchange of thoughts, messages or information, as by speech , signals, writing or behavior.” Latin word communis (noun) = common, commonality or sharing. Communicare (verb)=to make common. Define communication is not very easy. It means many things to many people there is no exact definition accepted by all experts. According to Benjamin “communication is a necessary tool of learning and prerequisite to mass education.” According to Vivian “communication is exchange of ideas.” Etc.
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  This is darkon light
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  • Cont. Communication isthe process of transmitting information from source to receiver. People can‟t live in isolation so they must be engaged in social exchanges. It is also communication. Which has largely determined the chances of bringing human being closer together or uniting community into one. We can say that, communication is at the heart of all social interaction. Without communication there would be no existence of human society. It is very dynamic role in development of social work because people use communication to express their purpose, attitude, feelings, and to describe events and object of the external world.
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  We use our Sixsenses To communicate SightTaste Hearing Feeling Touch Smell
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  Mass communication • Inearlier human societies, direct face to face communication between two people was the most common since they used to live in a closed community. But as time to fulfill this need to communicate large number of people at a time human developed mass communication. • This term mass communication was coined in 1920s- 1930s in United States of America. At the begining the term mass is only understood not mass communication because Mass in earlier referred to commoners and low status people.
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  Cont. Three major trends-Industrilaization,urbanization and modernization contribute to change traditional society rapidly, because of these factors many people entered America to seek of employment. They were comparatively less educated then elite class. As they were from different places. They didn’t have unity. The society comprised of such people was termed „Mass society‟ their different culture was called „Mass culture‟ Their purpose and way of communication was quite different than elite people. To address their way of communication people called it Mass Communication. -- --by MC Quails Research
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  Prentice Hall, 20019 Undifferentiated The concept of mass Mainly negative image Lacking Order or organization Reflective of mass society Large aggregate
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  As Berger “Mass communicationinvolves the use of print or electronic media such as newspaper, magazines, film, radio or TV to communicate to large number of people who are located in various places-often scattered all over the country or the world.” As Vivian “Mass communication can be defined as process of using a mass medium to send messages to a large audiences for the purpose of informing entertaining or persuading.”
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  11 Electronic and papermedia Electronic Broadcasting-> Radio ( International, National, Local and Community ) Television ( international., National and Local )  Film-> Film, Music , Drama  Online Media-> Websites (Media, Social interest, Humanitarian food security and early warming) Blog and micro blogging which can real time update ongoing activities by mobile etc.. News feeds and news letters, social networking sites Ex. Face book
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  12 Electronic and papermedia Paper Book  Newspaper  Magazine International press, National press and Local press
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  Why Media Need •1.Surveiance of the environment. This is the collection and distribution of information within and outside a particular environment. The information flow is necessary for unity and coherence if we live in the society of collectivity; 2. Correlation of parts of the society. This includes the interpretation of the information, the prescription of conduct and, the comment on social value; 3. Transmission of social heritage. By communicating information through the mass media we are transmitting social and cultural values, which aim at sustaining the society;
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   4. Educatingthe masses. Education on the policies of governments and on the rights and responsibilities could be carried out through the mass media. 5. Entertainment function. The mass media also entertain the public by providing emotional relaxation, intrinsic and cultural enjoyment (i.e. provision of momentary escape from problems) and killing boredom; and 6. Mobilization function. This function of the mass media is very important to developing communities everywhere. It seeks to bring the people together and helps to advance national development.
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  It could beseen from the foregoing functions that the mass media provide information and education, personal identity, entertainment and most importantly integration and social interaction by giving insight into the circumstances of others as well as by helping with the development of social empathy.
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  Thank You ! ContactAddress Dayamand Jyoti Sharma MSW , Mid Western University Birendranagar,Surkhet , Nepal [email protected] [email protected]