Mass Communication Flashcards
What is mass communication?
Is a process of delivering information, ideas and attitudes to a sizeable and diversified audience through a medium developed for that purpose.
How is mass communication beneficial?
It has enabled communication to be sent from a single source and be disseminated and received by a large, mixed audience.
What is mass media?
Are the technologies and social institutions (newspapers, radio and TV) involved in the gathering, production and distribution of messages to large audiences.
How does media affect us?
The media affects our social, political, economic, and cultural systems. It has a impact on audiences’ behaviour, emotions and attitudes, as well as their cognition.
What are the functions of mass communication?
Surveillance of the environment
Correlation of diverse societal elements
Socialisation and cultural transmission
Entertainment
What is meant by surveillance of the environment?
Much of what we see and know about our world is through the media’s function of surveillance. It is through this function of the media that we get to know about local, national, continental and international news. By surveillance of the environment the media provide information that is diverse in content from various geographical locations. Transmission of information that is useful and helpful in everyday life.
What is meant by correlation of diverse societal elements?
Correlation refers to the selection, assessment and interpretation of events that impose structure on the news. Media consumers are able to make sense of the news supplied through surveillance.
It deals with how the mass media interpret information about the environment, linking this function to the surveillance function. Correlation is achieved through persuasive and informative forms of communication such as through newspaper and magazine editorials, and radio and television commentaries.
Advantages:
Mass audiences are exposed to many points of view
Mass media make a wide range of expertise accessible.
Disadvantages:
No guarantee of accuracy and validity
What is meant by socialisation and cultural transmission?
Socialisation is the process of integrating people within a society through the transmission of values, social norms and knowledge to new members of the group through media. Media helps us to learn how we are supposed to act and what values are important.
Cultural transmission is a teaching function of mass communication which attempts to create common bonds between society members. Roles, norms and beliefs
The media socialise and transmits culture though role modes, goals and desires, the citizenship values and advertisements for products.
What is meant by entertainment?
It is the media’s ability to present messages which provide amusement, relaxation and escapism. Mass communication provides relief from boredom, stimulates our emotions, helps fill our leisure time, keeps us company and exposes us to experiences and events that we could not attend in person. It allows audience members to discover other lifestyles, experiences and world views.
What functionalism in mass communication?
It studied the effects of mass media messages on people and society.
What types of messages are best suited to different social media platform?
Facebook
Product announcements, company news, event invitations, detailed blog posts, photo albums, and video content.
Twitter
News headlines, event live-tweeting, promotional offers, polls, and direct customer interactions.
Instagram
Product showcases, behind-the-scenes content, user-generated content, visual storytelling through Instagram Stories, and Instagram Reels.
YouTube
Product demonstrations, how-to videos, vlogs, video podcasts, and live streams.
TikTok
Creative videos, challenges, behind-the-scenes content, quick tips, and entertainment-focused content.
Pinterest
Visual inspiration, infographics, step-by-step guides, and lifestyle content.
WhatsApp and Messenger
Personal communication, customer support, and private discussions.
