Shreya Suman Thakur

PRINCIPLES OF MASS COMMUNICATION Discipline-Specific Core Course (DSCC) By Shreya Suman Thakur © Copyright (Insert year of publishing) by (Insert author or publisher name) - All rights reserved. It is not legal to reproduce, duplicate, or transmit any part of this document in either electronic means or printed format. Recording of this publication is strictly prohibited. Dedication This book is dedicated to all the aspiring students of Journalism and Mass Communication. Hope this book provides enough information for aspiring students. All the Best!! Enjoy Reading. Table of Contents Introduction1 Unit I: Human Communications 1) Nature and Process of communication2 2) Functions of communication 3) Verbal and nonverbalcommunication 4) Intra-personal, inter-personal, small group, public and masscommunication 4 Unit II: Models, Nature Media7 1) Models / Theeories8 2) Nature and Process of Mass Communication10 3) Media Of Mass Communication Unit III: Media 49 1) Media Systems And Theories 2) Mass Media- public opinion and democracy 3) Media organizations , Media content11 Unit IV: Issues 79 1) Issues Of Media Monopoly 2) Ethical aspects of mass Media Epilogue/Conclusion Bibliography INTRODUCTION The book is our best friend as they provide solutions to our problems. Reading gives us pleasure but writing a book gives pleasure as well as it improves our skills. So, ladies and gentlemen here I present my book on “ Principles Of Mass Communications”. Being from Journalism and Mass Communication fraternity gave me a lot of pleasure while writing the book. It brought in a lot of memories and hard work that we did as a student. This book will give you an insight into the concept of mass communication. In this book, you will come across topics like mass media, models associated with mass communication and media, and so on. It also covers types of communications, media monopoly. Topics related to media studies are changing every day with the change in society. The book has been written in simple English so that every student can understand the concept and make the best use of the book. A lot of care has been taken while writing this book. The personal touch has been given so that all the topics are covered under one umbrella. This book will be a guiding star for the students. Students can learn a lot about different trends that are existing in the media world. Students will find it easy while handling the book. This book will help the students aspiring to be future journalists learn all the basic concepts that would help them to work smoothly in their life ahead. I have done my best to give the best to the students but as we say no man is perfect in the same way, the scope for correction and updation is always open in the field of writing books. Any feedback regarding the book is most welcome. Wishing all the students the best in life. Hope you all enjoy the book as well as the writ Structure Of Unit I Nature And Process of Human Communication • What is Communication? • Functions of Communication • Types Of Communication • Verbal Communication • Types Of Verbal Communication • Non-Verbal Communication • Types Of Non- Verbal Communication Learning Objectives • The Unit starts with the basic concept of communication. • Students will understand what is Communication. • Functions of Communications. • Students also come to know about types of communications: Verbal and Non-Verbal. • Various types of Verbal and non Verbal communication. By the time this unit is done students will be aware of the major terms that will become the foundation of their further studies. Unit I Nature And Process of Human Communication What is Communication? The word Communication is derived from the Latin word communicare, which means "to share". It is also the act of conveying meanings from one entity or group to another through the use of mutually understood signs, symbols, and semiotic rules. Communication has played a vital role in the evolution of human civilization. The means of communication can be visual, auditory tactile, or electromagnetic. Human communication is known for its abstract usage of language. Functions of Communication: The main functions of Communication are: • Instrumental- Communication is used as an instrument to ask for something. • Regulatory.- Communication is used to give directions & and direct others. • Interactional. It is used d to interact & converse with others socially. • Personal. It is used to express a state of mind or feelings about something. • Heuristic.- Communication is used to make a quick judgment. • Imaginative. It is used to express an individual’s imagination. • Informative- Communication is used to pass on the information from an individual to others. In a nutshell, it is a source of information. Types Of Communication Verbal Communication: It is the spoken conveyance of a message. It also refers to the production of spoken language to send an intentional message to a listener. It is the use of sounds and words to express especially in contrast to using gestures or mannerisms. Types Of Verbal Communication: 1) Intrapersonal Communication: Refers to an individual talk. In other words, this type of communication is private communication. This type of conversation remains restricted to oneself. 2) Interpersonal Communication: This type of communication is known as one on one communication. Here the conversation takes place between two individuals. 3) Small-Group Communication: Conversation done among three or four individuals forming a small group is known as Small- Group Communication. 4) Public Communication: It is two-way communication. The number of persons may vary according to situation and occasion. E.g. Debates/ Marriages etc. Non-Verbal Communication:   Non- Verbal Communication refers to gestures, facial expressions, tone of voice, eye contact, body language, posture, and other ways that people can use to communicate without using language. Types Of Non- Verbal Communication: There are nine types of Non- Verbal Communication. They are: 1 Facial Expressions 2 Gestures 3 Paralinguistics 4 Body Language and Posture 5 Proxemics 6 Eye Gaze 7 Haptics 8 Appearance 9 Artifacts 1) Facial Expressions: Refers to the expressions one sees on the faces. Expressions like happiness, anger, sadness, etc are almost the same everywhere. One can decipher a lot of things from the expression of a person. This is one of the best Non – Verbal communication used in our day to day life. 2) Gestures: Deliberate movements and signals that are used as a means of communication are known as Gestures. It is an important means of communication. A lot of information can be shared among individuals with the use of these gestures. Some of the most common gestures include pointing, waving, and pointing fingers. 3) Paralinguistics: Vocal Communication that is different from the actual language is known as Paralinguistics. Factors that influence this kind of communication are tone of voice, loudness, inflection, and pitch. 4) Body Language and Posture: Posture and movement of a person coneys as to what one is trying to say. Hence it is also accepted as a part of non-verbal communication. Example of Body language and posture are arm-crossing, and leg-crossing, 5) Proxemics: The amount of distance one needs and the amount of space we perceive as belonging to us is influenced by several factors including social norms, cultural expectations, situational factors, personality characteristics, and level of familiarity. This is known as Proxemics. 6) Eye Gaze: The eyes play an important role in any nonverbal communication. Looking, staring, and blinking are important nonverbal behaviors. Looking at another person can indicate several emotions including hostility, interest, and attraction. Stable eye contact is often taken as a sign of truth and trustworthiness. Shifty eyes and an inability to maintain eye contact is seen as an indicator of is lie and deception. 7) Haptics: Communicating through touch is another important nonverbal behavior. In her book Interpersonal Communication: Everyday Encounters, author Julia Wood writes that touch is also often used as a way to communicate both status and power. Sex differences play a vital role in how people utilize touch to communicate meaning. Women tend to use touch to convey care, concern, and nurturance. Men, on the other hand, are more likely to use touch to assert power or control over others. 8) Appearance: Individual’s choice of color, clothing, hairstyles, and other factors affecting appearance are also considered a means of nonverbal communication.8 Research on color psychology has demonstrated that different colors can evoke different moods. Appearance can also alter physiological reactions, judgments, and interpretations. 9). Artifacts: Objects and images are also tools that can be used to communicate nonverbally. Uniforms, for example, can be used to transmit a tremendous amount of information about a person. A soldier will don fatigues, a police officer will wear uniform, and a doctor will wear a white lab coat. At a mere glance, these outfits tell people what a person does for a living. Summary • The word Communication is derived from the Latin word communicare, which means "to share". It is also the act of conveying meanings from one entity or group to another through the use of mutually understood signs, symbols, and semiotic rules. • Communication is used as an instrument to ask for something. • There are two types of Communications: Verbal Communication and Non-Verbal Communication • Types Of Verbal Communication: 1. Intrapersonal Communication 2. Interpersonal Communication: 3. Small-Group Communication 4. Public Communication: Types Of Non-Verbal Communications: 1.Facial Expressions 2.Gestures 3.Paralinguistics 4. Body Language and Posture 5.Proxemics 6.Eye Gaze 7.Haptics 8.Appearance 9.Artifacts Short answer type questions: 1). What is Communication? 2) Wha are the functions of Communication? 3) What is Verbal Communication? Explain its Types. 4) What is Non- Verbal Communication? Explain its types. Multiple Choice Qusetions: 1) The word Communication has been derived from_____________ word communicare which means to share. a) Greek b) Portugal c) Spanish d) latin Answer: latin 2) There are _______________types of communication. a) 2 b) 3 c)4 d)5 b) Answer: 3 3). __________________ Refers to an individual talk. In other words, this type of communication is private communication. This type of conversation remains restricted to oneself. a)Public Communication b) Small-Group Communication c) Interpersonal Communication d) Intrapersonal Communication: Answer: Intrapersonal Communication 4). Which of the following is not a part non- verbal communication? a)Facial Expressions b) Paralinguistiics c) Call on phone d) Eye Gaze Answere: call on phone 5). The means of communication can be visual, auditory tactile, or____________ a) Magnetic b) electromagnetic C) electric d) motion Answer: Electromagnetic 6)_____________________funtion of Communication is used to give directions & and direct others. a). Instrumental b) Informative c) Regulatory d) Supervision Answer: Regulatory 7) Communication is used to make a quick judgment is called_____________. a). Heuristic b) Instrumental c) Imaginative d) Informative Answer: Heuristic 8) Things that we speak to communicate is___________________communication. a) Verbal b) Non-Verbal c) Written d) Pictorial Answer: Verbal 9) Conversation done among three or four individuals forming a group is called _______________communication. a) Big group b) Medium group c) large group d) small group Answer: Small group 10) _________________ is a two way communication. a) Social b) Public c) Individual d) Small group Answer: Public 11) Expressions like happiness, anger, sadness, etc are part of _______________________ a) Gesture b) Paralinguistics c) Facial expressions d) Proxemics Answer: Facial Expressions 12) Communicating through touch is another important nonverbal behavior. This is a part of _______________________. a) Appearance b) Haptics c) Artifacts d) Eye Gaze Answer: Haptics 13) Newspapers, Documents, blogs, articles are examples of _______________communication. a) Verbal b) Non- Verbal c) Written d) Spoken Answer: Written 14) __________________is used d to interact & converse with others socially. a) Informative b) Imaginative c) Interactional d) Regulatory Answer: Interactional 15) Body Language and Posture is also a part of __________________communication. a) Verbal b) Non- Verbal c) Written d) None Answer: Non- Verbal Unit II Models Of Communication Structure • SMR Model ( Sender- Message- Receiver ) • Limitations Of SMR Model Of Communication: • SMCR Model (Sender-Message-Channel- Receiver) • Components Of Berlo’s SMCR Model Of Communication • Criticism Of SMCR Model: • Shannon and Weaver Model Of Communication • Criticism of the Shannon-Weaver model of communication : • Lasswell Model Of Communication • Explanation of Lasswell’s Communication Model • Components Of Lasswell’s Model Of Communication • Explanation Of Different Components • Disadvantages and Criticisms of Lasswell’s Model • Osgood-Schramm Model of Communication • Principles Of Osgood-Schramm Model of Communication • Principle 1: Circular Communication: • How Does The Circular Model Work • Principle 2: Communication involves interpretation • Principle 3: Communication requires Encoding, Decoding, and Interpretation • Principle 4: Equal and Reciprocal Communication • Strengths in the Osgood-Schramm Model • Weaknesses in the Osgood-Schramm Model • Dance Model Of Communication • Concept of Helical Model of Communication • Advantages of Helical Model of Communication • Disadvantages Of Helical Model Of Communication • Gerbner Model Of Communication • The Newcomb Model Of Communication • Convergence Model Of Communication • Components of Convergence Model Of Communication • Drawbacks • GateKeeping Theory Of Communication • Concept • Communication And Socialization • Communication and Socialization are intertwined in many ways. Learning Objectives In this chapter the students will learn the following: • Various models/theories related to communications as propagated by different scholars and theorists. • It also includes the drawbacks/ advantages/ disadvantages of various theories • Diagram representations have been provided for theories so that students can understand them in a better way. • Students will also deal with terms like communication and socialization in detail. Unit II- Models Of Communication Communication is the process of sending and receiving messages or transferring information from one part (sender) to another (receiver). Models of communication are conceptual models used to explain the human communication process. The first major model for communication was developed in 1948 by Claude Shannon and published with an introduction by Warren Weaver for Bell Laboratories. There are many models of Communication. Some of them are discussed below. 1) SMR Model ( Sender- Message- Receiver ) Communication cannot take place in a vacuum. There are certain requirements for communication to start. They are the Sender The Message and The Receiver. Therefore this model of communication is known as Sender- Message – Receiver model or SMR model. This model was developed by the Greek philosopher Aristotle in around 300 BC. This is a very basic approach to communication.In this model, there is a sender –one who sends the message. Then there is a message which is being sent through the sender. Lastly, there is a receiver, one who gets the message or the one who receives the message. Once the message sent by the sender is received by the receiver the process of communication ends there. Limitations Of SMR Model Of Communication: The first limitation of this model is that the sender is responsible for the decisions concerning the message and the receiver plays a rather passive role of receiving the message as opposed to engaging in the communication process actively. This kind of communication seems to be one-sided as opposed to two-sided communication which should be the case. Secondly, this model relies on a linear transmission model, therefore it is not possible to get feedback from the receiver of the message. Feedback is very important to enable the sender to know whether the message was understood in the manner he had intended and make adjustments. Thirdly, the relationship between individuals is also likely to influence how we communicate. Fourthly, this model fails to take into consideration the communication medium employed. The medium plays a very important role in the communication process and should thus be chosen carefully. The receiver may determine the intentions by basing himself on the medium chosen. Fifthly, the SMR model fails to accurately reflect the complex character of communication. It does not give the receiver a good opportunity to construct meanings which is very important for any communication to be considered successful. It fails to determine the relationship that exists between the communicating parties and the importance of the medium chosen for communication.  2) SMCR Model (Sender-Message-Channel- Receiver) The SMCR model of communication was given by an American communication theorist David Kenneth Berlo. SMCR stands for Sender Message Channel and Receiver. This model is used for coding and decoding of a message and hence it is used for more efficient communication. Encode → → Decode Sender Message Channel Receiver Communication Skills Content Hearing Communication Skills Attitude Element Seeing Attitude Knowledge Treatment Touching Knowledge Social System Structure Smelling Social System Culture Code Tasting Culture Components Of Berlo’s SMCR Model Of Communication Four components are included in Berlo’s SMCR model of communication. These components are affected by different factors. These four components are: 1) Sender 2) Message 3) Channel 4) Receiver We will discuss each component separately. 1) Sender: The source who creates and sends the message to the receiver is known as the sender. It is the start of the process and is the person who encodes a message. Factors that affect a sender are as follows: a) Communication Skills: It includes reading, listening, speaking, etc. b) Attitude: An individual’s attitude concerning the receiver and subject changes the meaning and consequence of the message. c) Knowledge: Familiarity with the subject of the message makes communication more effective. d) Culture: Differences in the culture leads to the interpretation of the message differently. e) Social Systems: Values, beliefs, religion, and rules influence how the sender communicates the message, alongside location and circumstances. 2) Message: It is the transformation of thoughts into words that the sender sends to the receiver. It can be in the form of voice, audio, text, video, or other media. Factors that affect a message are: a) Content: It is the matter in which the whole message from beginning to the end contains. b) Element: They are the non – Verbal basics like gesture, body language, etc. c) Treatment: It is the way how the message is transferred to the receiver. Treatment also affects the feedback of the receiver. d) Structure: It is how the message has been structured into various parts or arranged. It influences the effectiveness of the message. e) Code: It is the form in which the message is being sent. It can be in the form of voice text or video etc. 3) Channel: Channel refers to the medium used to send the message. In mass communication, technical machines might be used as a channel like a telephone, internet, etc. But in general communication, the five senses of a human being are the channel for the communication flow and it affects the effectiveness of the channel. Factors affecting the Channel are: 1) Hearing - We receive the message through hearing. 2) Seeing - We perceive through seeing. We also get non-verbal messages by seeing. 3) Touching - Many of the non-verbal communication happens from touching like holding hands. 4) Smelling - We collect information from smelling. 5) Tasting - Taste also provides the information to be sent as a message. 6) Receiver: The receiver is the person who gets the message and tries to understand what the sender wants to convey and then responds accordingly. This is also called decoding. Berlo's model believes that effective communication can be achieved if the sender and the receiver are on the same level. The message might not have the same effect as intended if the receiver and sender are not similar. The receiver must also have very good listening skills. Factors affecting the receiver are: 1)Communication skills 2) Attitude 3) Knowledge 4) Social Systems 5) Culture Criticism Of SMCR Model: 1) There is no concept of feedback, so the effect is not much. 2) There is no concept of noise or any kind of barrier in the communication process. 3) It is a linear model of communication, there is no two-way communication. 4) According to all the factors mentioned above both the sender and the receiver should be at the same level. Thus, the model is not practical in real life. 5) The main drawback of the model is that the model omits the usage of the sixth sense as a channel which is a gift to human beings (thinking, understanding, analyzing, etc.) Shannon and Weaver Model Of Communication Shannon was an American Mathematician and Electronic Engineer whereas Weaver was an American Scientist. They both joined hands in1948 to write an article in “Bell System Technical Journal”. The article was called “ A Mathematical Theory Of Communication” or ” Shannon Weaver Model Of Communication”. This model of communication was designed to develop effective communication between the sender and the receiver. They also discovered the factors disturbing the communication process and named it as “ Noise”. This model was developed to improve Technical Communication but later it was widely used in the field of communication. Various Concepts associated with this model are information source, transmitter, noise, channel, message, receiver, information destination, encode, and decode. The above model can be explained as follows: 1) Sender:  The originator or the person who is creating the message to be sent is the sender of the message. 2) Encoder: The transmitter which converts the message into signals. 3) Decoder: It is the reverse process of encoding. It is the reception place of the signal which converts it into a message. 4) Receiver: The destination of the message where it was intended to be sent. 5) Noise:  The hurdles that create a disturbance in the encoding and decoding of a message are the noises. The messages are transferred from encoder to decoder through channel. During this process the messages may get distracted or affected by physical noise like horn sounds, thunder, and crowd noise or encoded signals may get distracted in the channel during the transmission process which can affect the communication flow or the receiver may not receive the correct message. Criticism of the Shannon-Weaver model of communication : 1) It is one of the simplest models which is generally applied in different communication theories. 2) This model attracts both academics of Human communication and Information theorist to lead their further research in the field of communication. 3) It’s more effective in person-to-person communication than a group or mass audience. 4) The model is based on the “Sender and Receiver” theory. Here the sender plays the primary role and the receiver plays the secondary role by accepting the message. 5) Communication is not a one-way process.  If it’s behaved like that, it will lose its strength. Feedback is one of the most important factors in the process of communication and this is missing in this theory. 6) Understanding Noise will help to solve the various problems in communication. Lasswell Model Of Communication Lasswell's Theory of Communication was developed by theorist Harold D Lasswell in 1948. This model is also known as the Action Model, Linear Model, and One Way Model Of Communication. This is one of the most influential models in the field of communication. Explanation of Lasswell’s Communication Model This model is used for interpersonal communication or group communication to be disseminated message to various groups in various situations. Lasswell’s model was developed to study the media propaganda of countries and businesses at that time. Lasswell also brought the concept of an Effective Communication Process. He talked about the relationship between the presentation of facts and how it generates different effects. The use of the concept of effect makes Lasswell’s model non-linear, unlike its name. It’s because the effect can also be taken as feedback. Components Of Lasswell’s Model Of Communication Lasswell’s communication model has five components which are used as an analytical tool for evaluating the communication process. These components are the questions to be asked to get the answers and keep the communication going. Components Meaning Analysis 1 Who the communicator or sender or source of a message Control Analysis 2 Says What the content of the message Control Analysis 3 In Which Channel the medium or media Media Analysis 4 To Whom the receiver of the message or an audience Audience Analysis 5 With What Effect the feedback of the receiver to the sender Effect Analysis Explanation Of Different Components: 1) Control analysis helps the sender to have all the power. 2) Content analysis is associated with stereotyping and representation of different groups politically. It is also related to the purpose or the ulterior motives of the message. 3) Media analysis represents which medium should be used to exercise maximum power against the receivers. 4) Audience analysis shows who are the target population to be manipulated or brain-washed. 5) Effect analysis is done before the process starts. It is used to predict the effect of the message over the target population to be exploited. Disadvantages and Criticisms of Lasswell’s Model 1) The major criticism of Lasswell’s Model is that it does not include feedback and ignores the possibility of noise. Lasswell’s model is very linear and does not consider a barrier in the communication process. 2) The model is also criticized for being very general and only including very traditional topics. 3) The model is very simplistic. The model is said to be propaganda based as it is more focused on the resulting outcome and generally used for media persuasion. Osgood-Schramm Model of Communication Wilbur Schramm developed the model in 1954. He built the model as a response to Shannon and Weaver’s one-way transmissionist model. The Osgood-Schramm model of communication is a circular, way of messaging. It is s built on the theory that communication is a two-way street, with a sender and a receiver. Charles Egerton Osgood popularized the notion that communication was circular rather than linear, meaning that it required two participants taking turns sending and receiving a message. In his book “The Process and Effects of Communication”, Wilbur Schramm has talked about this model. He adapted the model and added the idea of the field of experience or commodity. The field of experience incorporates what is mutually understood between the sender and receiver. For his part, Schramm is considered to be one of the pioneers of the mass communications field. He started the doctoral program in mass communication at the University of Iowa, helping the development of mass communication (television, print news, and other ways to communicate) as a university discipline. Principles Of Osgood-Schramm Model of Communication Osgood- Schramm's model of communication is based on four key principles. They are : 1)Communication is circular and not linear. The listener can receive as well as send messages. 2) Communication is mostly equal and reciprocal. 3) Interpretation is required after receiving the message. 4) All communication requires coding, decoding, and interpretation of a message. Principle 1: Circular Communication: How Does The Circular Model Work The diagram here shows how the Osgood-Schramm model works. It involves communication between two people. Both the individuals are Sender and Receiver. Here the communication is two-way communication as they are interacting with each other. Schramm criticized the Shannon- Weaver model and also the linear model of communication. Schramm said “In fact, it is misleading to think of the communication process as starting somewhere and ending somewhere. It is endless. We are switchboard centers handling and re-routing the great endless current of information.” Principle 2: Communication involves interpretation Schramm was of the view that messages need to be interpreted to be understood in a better way. However, in the process of interpretation, a lot of meaning can be lost. The loss or misinterpretation of information is called “semantic noise” caused by “semantic barriers”. Semantic barriers are specifically the values, beliefs, and background knowledge that impact how someone sends and how someone receives messages. Two-way communication keeps on going in its circular pattern, thus reducing the semantic noise because the two communicators can come to shared meaning and give one another further clarification on what they mean. Principle 3: Communication requires Encoding, Decoding, and Interpretation The third important principle of this model is encoding, decoding, and interpretation. 1) Encoding: It refers to how one frames a message so that it can reach the receiver with the exact meaning. Here an individual needs to think over the selection of words before the message is framed and sent to the receiver. 2) Decoding: A message is decoded by the receiver once he or she receives it.  A message may be packaged as text, image, advertisement, speech, etc. When receiving a message, one needs to use the reading skills, listening skills, etc. to decode the message so it makes sense. The message can be misread if not written or communicated in the right sequence and manner. 3) Interpretation: It refers to what the message exactly conveys to the receiver. The interpretation of a message is done differently by different individuals. Principle 4: Equal and Reciprocal Communication This model sees the two members of the communication as equal participants because both members of the communication can encode, decode, and interpret. This model works very well in the understanding of face to face conversation or text message exchange. This equal communication model is very different from others, which sees communication as a one-way street where people take the role of either ‘sender’ or ‘receiver’. By contrast, Schramm’s model sees the participants as both sender and receiver of messages. Strengths in the Osgood-Schramm Model 1) It shows how feedback can work:  This model works well for explaining cyclical feedback. In this model, the speaker can get feedback about their language, jokes, choice of words, etc. so that they can try to communicate more and more clearly as the cycle continues. 2) Recognizes that communication is complex: Through encoding, decoding, and interpretation, this model shows how one can mishear and misinterpret information. 3) Sees us as active communicators: Other models see people receiving information as passive recipients, whereas this model shows how one is active in interpreting the information received. Weaknesses in the Osgood-Schramm Model 1) Doesn’t recognize that communication can be unequal: There are many circumstances where communication may involve one authority figure talking and one (or many) listeners trying to interpret the message. In such instances, communication is much less equal than in Schramm’s model. Therefore, this model doesn’t tend to work in situations where power balances exist. 2) Doesn’t work for mass communication: This is another time when communication is unequal. One person communicating to many looks very different from the circular one-to-one model proposed in the Osgood-Schramm approach. Dance Model Of Communication The dance model of communication was developed by Frank Dance in 1967. The model was named “ Helical Model of Communication”. His model was inspired by a helix. A helix is a three-dimensional spring-like curve in the shape of a cylinder or a cone. The helical model gives a geometrical testimony of communication. The model is linear as well as circular combined and disagrees with the concept of linearity and circularity individually. Concept of Helical Model of Communication The helical model of communication introduces the concept of time where continuousness of the communication process and relational interactions are very important.  Communication is taken as a dynamic process in the helical model of communication and it progresses with age as experience and vocabulary increase. In the beginning, the helical spring is small at the bottom and grows bigger as the communication progresses. The same effect can be seen with the communication of humans, where one knows nothing about a person at first and then knowledge grows steadily one knows the person better. It considers all the activities of the person, from the past and present. Communication is affected by the curve from which it emerges. It denotes past behavior and experiences. Slowly, the helix leaves its lower levels of behavior and grows upward in a new way. It always depends on the lowest level to form the message. Thus, the communicative relationship reaches the next level in which people share more information. Communication is supposed to be continuous and non-repetitive. It is always growing and accumulative. Advantages of Helical Model of Communication 1) The model assumes the sender and the receiver to be interchangeable and makes the communication process to be two way. 2) The model takes the communication process as speculative and intellectual. Disadvantages Of Helical Model Of Communication 1) The model is taken as more simple than it should be. 2) Some critics don’t take it to be a model as it has very few variables. 3) It is not testable because it is abstract. 4) It is not represented in a systematic and orderly way. 5) Variables cannot be differentiated in this model. 6) Continuity may not always be true for communication. There might be breaks in situations as well as events that can be meaningless, forced, or unproductive. The purpose of communication is not always growth. Gerbner Model Of Communication Mr. George Gerbner was one of the pioneers in the field of communication research. His works are descriptive as well as very easy to understand. He worked as a professor and head of the Annenberg School of Communications in the University of Pennsylvania.  In 1956, Gerbner attempted the general purpose of communication models. He laid stress on the dynamic nature of communication in his work and also on the factors which affected the reliability of communication. (i) Perceptual Dimensions: An ‘E’ is an event that happens in the real-life and the event content or message is perceived by’ (Man or a Machine). After Perceives the message from “E” by “M” is known as “E1”. E1 is not the same as ‘E’. Because any man or machine can’t perceive the whole event and they perceive only the part of the event (E1). This is known as the “Perceptual Dimension”. These 3 factors are involved between ‘E’ and “M” • Selection • Context • Availability M (man or machine) cannot perceive the entire content of the event “E”. So M selects the interesting or needed content from the entire event and filters the others.  The context occurs in the event and Availability is based on ‘M’s attitude, mood, culture, and personality. (For eg. How a journalist perceives the messages from the event and also can’t focus on the whole event so they filter the unwanted or unrelated content from the event. This filtered content is not the same as the actual event content because the journalist edits the content based on his attitude, mood, and cultural background or press policies). (ii) Means and Controls dimension: E2 is the event content that is drawn or ratified by M. Here M becomes the source of a message about E to send someone else. M creates a statement or signal about the message and Gerbner termed its form and content as “SE2”. S (Signal or Form) it takes and E2 (Man’s content). Here Content (E2) is structured or formed (S) by ” M “and it can communicate in different ways or based on structured ways. M has to use channels (or media) over to send the message which he has a greater or lesser degree of control. The question of ‘control’ relates to M’s degree of skill in using communication channels. This process can be extended to Infinitum by adding on other receivers (M2, M3etc.) who have further perceptions (SE3, SE4, etc.) of the statements about perceived events. Example: In the case of news reporting, E can be any event that has happened and the reporter (M) selects a particular part of the event (E1) that may provide his channel higher TRP ratings or the news may boost the particular party which his channel supports. This SE2 is sent through a medium to the mass audience. Then the audience distributed the message (SE2) and he (M1) sends it to his friends with his interpretation and the process continues. The Newcomb Model Of Communication Theodore Newcomb was born on July 24, 1903, in Rock Creek, at the northeastern tip of Ohio. He was an American social psychologist, professor, and author. Newcomb led the Bennington College Study, which looked at the influence of the college experience on social and political beliefs. He was also the first to document the effects of proximity on acquaintance and attraction. The New Comb’s model of communication was introduced by him at the University of Michigan in 1953. He gave a different approach to the communication process. The main purpose of this theory is to introduce the role of communication in a social relationship (society) and to maintain social equilibrium within the social system. He does not include the message as a separate entity in his diagram, implying it only by the use of directional arrows. He concentrates on the social purpose of communication, showing all communication as a means of sustaining relationships between people. Sometimes it’s called an “ABX” model of communication. The Newcomb’s model works in a triangular format or A-B-X system where: A is the Sender B is the Receiver X is the Matter Of Concern The relationship between A and B is like student and teacher, government and public or newspaper, and readers. Sender and Receiver may work in the same flow but at the same time, some factor like “X” may affect their flow of the relationship.  “X” it may be third persons, issue, topic, or policy. For Example: Teachers introduce a new policy to increase the college timing from 6 hours to 8 hours. A – Teachers     B – Students    X – Policy or issue If both students and teachers are satisfied with this policy then the communication maintains its equilibrium status between them. Otherwise, the flow of communication between “A” and “B” becomes trouble in the social system. If “A” or “B” is not ready to accept the policy then it will directly affect the social system and can’t maintain the equilibrium status. So Teachers” A” can convince students “B” as much as possible. Otherwise, they have to make some adjustments to Policy “X” and convince them towards the policy. Convergence Model Of Communication The convergence model of communication is two linear models stacked on top of each other. This model is also known as the Interactive Model Of Communication. The sender channels a message to the receiver and the receiver then becomes the sender and channels a message to the original sender. This model has added feedback, indicating that communication is not one way but a two-way process. It also has a "field of experience" which includes cultural background, ethnicity, geographic location, the extent of travel, and general personal experiences accumulated throughout a lifetime. For example, – instant messaging. The sender sends an IM to the receiver, then the original sender has to wait for the IM from the original receiver to react. Or a question/answer session where one just asks a question to get an answer. Components of Convergence Model Of Communication The main components of this model are: • The sender and receiver both act as encoder and decoder and the sources of the message. • The message is the information to be communicated. • Feedback, that is, when the decoder forms a second message after receiving the first message. • Field experience is the experience and knowledge which affect the message formation and interpretation. Such knowledge and experience are often shaped by cultural, psychological, social, and situational setting in which the message is formed and is interpreted. • The interactive / Convergence model also espouses the concept of noise and barriers to communication like language, network problems, improper channel selection which affects the communication model. • Internet, social media, interactive marketing. ATMs, online shopping, chat room are examples of the interactive communication model. • Drawbacks – There is feedback but it is not simultaneous. GateKeeping Theory Of Communication Kurt Zadek Lewin was born in Germany. He was a great Psychologist and pioneer in Social Psychology. He developed the concept in the field of psychology called psychological “field” and “life space” to understand human behavior and its important consideration of total life space. His studies are more based on understanding a person’s world, physical, mental, and social through frequent conversation between his pre-memories, desire, and his goals. His works help to understand the relationship between attitudes and behavior in the group or individuals. Kurt Lewin coined the word called “Gatekeeping”. It’s nothing but to block unwanted or useless things by using a gate. Here the person who makes a decision is called the “Gatekeeper”. At first, was widely used in the field of psychology and later it occupied the field of communication. Now it’s one of the essential theories in communication studies. Concept: The Gatekeeper decides what information should move to a group or individual and what information should not. Here, the gatekeeper is the decision-maker who is leading the whole social system. The gatekeeper is having its influence like social, cultural, ethical, and political. Based on personal or social influences they let the information to the group. Through this process, the unwanted, and the controversial information are removed by the gatekeeper which helps to control the society or a group and lead them on the right path. In news, a medium editor plays a vital role. He has to decide what kind of news items should be published and what should not.  Every day the news channel receives various news items from all over the world. The channels have their ethics and policies through which the editor decides what news items are to be published or aired. In some cases, few news items are rejected by the editor due to the organization's policy or the news items which are not suitable for publish. Example: An international news channel receives several news items within a day like international terror issues, UN discussions, Texas bullfighting, and religious abuse on the international community. A news channel can’t show all those news items to the audience because it may affect the channel’s reputation in public and organizational policy. Here, the editor decides the news items especially as to why he can’t show particular news. News items: N1: Texas bullfighting, N2: International terror issues, N3: UN discussions, N4: religious abuse on the international community Gatekeeper: Chief Editor Selected News Items: N2: International terror issues, N3: UN discussions, because it won’t hurt any community or organization’s reputation. Discarded News Items: (on popularity) N1: Texas bullfighting- because it is not an internally famous sport. Discarded News Items: (on the policy) N4: Religious abuse on the International community- It will hurt the sentiments of the citizens across the globe. Communication And Socialization Communication is the act of conveying meanings from one entity or group to another through the use of mutually understood signs, symbols, and semiotic rules. It is the imparting or exchanging of information by speaking, writing, or using some other medium. It is a means of sending or receiving information, such as phone lines or computers. Socialization is the process of internalizing the norms and ideologies of society. Socialization encompasses both learning and teaching and is thus "how social and cultural continuity is attained". Socialization is connected to developmental psychology. Communication and Socialization are closely linked to each other, Communication is an important factor for socialization. Without communication, the process of socialization cannot happen. An individual uses his or her speech, gesture, and body language to be an active participant in the process of socialization. Communication and Socialization is a person's awareness and ability to understand the intentions of others and express their intentions meaningfully and appropriately by interacting with others in their environment. Communication is key to effective learning as it plays a crucial role by helping develop cognitive skills, construct and transfer knowledge, socialize, and establish a learning community. It also enables the sharing of information, thoughts, and ideas, which contribute to learning. Thus in this way, the process of socialization occurs. Communication and Socialization are intertwined in many ways: Lack of communication makes Socialization un-interesting and therefore introverts face resistance to socializing. Socialization amplifies communication. While one communicates in a social group, it helps one to understand how others perceive them and how effective are they to blend in with people, socially. This, in turn, grooms interpersonal and social skills and makes one a likable person while being in a group. Socialization without good communication has minimal returns. In the long run, the way one communicates can take over any other trait or feature that one possesses. So, if one is not known for their communication while socializing, the group may soon replace them or they may find their social group useless in some time. Social communication refers to the emergence of verbal and nonverbal skills, social interaction, and social cognition. It is often viewed as a form of communication that is 'unwritten' and that people seem to 'just know”.Social communication (pragmatics) is important to be able to build social relationships with other people. It is also important academically, as many curriculum-based activities rely on working in groups and communication between peers. Summary By the end of the chapter the students will come to know about the following theories: SMR (Sender-Message-Receiver) SMCR (Sender-Message-Channel-Receiver) Shannon and Weaver Lasswel Osgood Dance Schramm Gerbener Newcomb Convergent Gate-Keeping Concepts of Communication and Socialization are discussed in this chapter. Short Answer Type Questions: 1)what is Communication? 2) What is the use of models in communication? 3)Who started the concept of models and why? 4) Explain the following models with diagrams: a) SMR, b) SMCR, c). Shannon and Weaver d). Lasswell Multiple Choice Types Questions: 1). C in SMCR model Of communication stands for? a) Chaanel b) Congestion c) Copy d) Call Answer: Channel 2). ______________ the form in which the message is being sent. It can be in the form of voice text or video etc. a) SMS b) Code c) letter d) Email Answer: Code 3). The factors disturbing the communication process was named____________________ Shout b) Laugh c) Noise d) Thunder Answer: Noise 4). Lasswell's Theory of Communication was developed by theorist Harold D Lasswell in ______________________ a) 1947 b) 1948 c) 1949 d) 1950 Answer: 1948 5). The _______________________model of communication is a circular, way of messaging.. a) The Osgood-Schramm model b) Lasswell’s Model c) Shannon and Weaver Model d) Berlo’s model Answer: The Osgood-Schramm model 6). Schramm’s model of communication requires Encoding, Decoding and ______________ a) Channel b) Noise c) Interpretation d) Feedback Answer: Interpratation 7). The dance model of communication was developed by_____________in 1967 a) Osgood b) Laswell c) Frank d) Schramm Answer: Frank 8). 12) Helical Model of Communication is also known as _________________model of communication. a) SMR model b) SMCR model c) dance model d) Circular model Answer: Dance model 9). The ______________model of communication is two linear models stacked on top of each other. a) convergence model b) linear model c) circular model d) Vertical model Answer: Convergence model 10). The term “ Gate Keeping “ was coined by ________________________ a) Kurt Zadek Lewin b) Theodore Newcomb c) George Gerbner d) Wilbur Schramm Answer: Kurt Zadek Lewin 11). _________________ is the process of internalizing the norms and ideologies of society. a). Commercialization b) Socialization c) Religious Discourse d) Capitalism Answer: Socialization 12) ____________refers to the emergence of verbal and nonverbal skills, social interaction, and social cognition. a). Social communication  b) Religious Communication c) Professional Communication d) Commercial Socialization Answer: Social Communication 13). _____________________ is nothing but to block unwanted or useless things by using a gate. a) Gate- Keeping b) Door Keeping c) Filtration d) Censorship Answer: Gate Keeping 14). ____________model is also known as the Interactive Model of Communication. a). Lasswell Model b) Convergence Model c) Newcomb Model d) Gerbner Model Answer: Convergence Model 15). ________________________ was born on July 24, 1903, in Rock Creek, at the northeastern tip of Ohio. a). Theodore Newcomb b) George Gerbner c) Frank Dance d) Wilbur Schramm Answer: Theodore Newcomb Nature And Process Of Mass Communication Structure • Aspects Of Mass Communication: • Nature Of Mass Communication • Types of Mass Communication • Micro and Macro Mass Communication • Capitalistic and Socialistic Patterns of Mass Communication • Islamic Approach and Non-Islamic Approach of Mass Communication • Functions Of Mass Communication • Surveillance • Interpretation • Transmission of Values • Linkage • Entertainment • Scope of Mass Communication Learning objectives The objectives of this chapter are to make the students understand the following: • Aspects Of Mass Communication: • Nature Of Mass Communication • Types of Mass Communication • Functions Of Mass Communication • Scope Of Mass Communication By the end of this chapter, the students will be able to deal with the above-mentioned topics in detail. Nature And Process Of Mass Communication Mass Communication is a process in which a person, a group of people, or an organization sends a message through a channel of communication to a large group of anonymous and heterogeneous people and organizations. Channels of communication include broadcast Television, Radio, Social media, and print. Sydney Head (1976) suggests that the term Mass Communication must imply at least five things: 1. Relatively large audience. 2. Fairly undifferentiated audience composition. 3. Some form of message reproduction. 4. Rapid distribution and delivery. 5. The low unit cost to the customers. Aspects Of Mass Communication: Various aspects are associated with Mass Communication. They are as follows: 1. Advertising:-  This consists of communications attempting to induce purchasing behavior. 2. Journalism: Includes news and information 3. Public relations: They are communications intended to influence public opinion on a product of an organization. 4. Politics: It includes campaigning and propaganda. Mass Communication is an expensive process. Unlike interpersonal communication, feedback for mass communication is usually slow and indirect. Nature Of Mass Communication The nature of communication is the exchange of information between two people. It is required that there should be a sender and receiver for communication to take place. Types of Mass Communication The nature of Mass Communication can be divided into three types. They are 1)Micro and Macro- Mass Communication. 2) Capitalistic and Socialistic Patterns of Mass Communication. 3) Islamic Approach and Non-Islamic Approach of Mass Communication. 1) Micro and Macro Mass Communication When an individual interacts with his / her higher officials, subordinates, or colleagues in terms of any message, nest, or information, it is called micro mass communication. such communication happens within the limited persons and within an organization e.g. production report placed to the Chief Executive Officer. Whereas when communication is intended towards general people, it is called macro mass communication. Such communication happens to consider external and large people outside an organization. This is also called universal communication e.g. advertisement for any product on radio or television. 2) Capitalistic and Socialistic Patterns of Mass Communication In a Capitalistic Society, the market plays a major role in the economy. People have the freedom to raise their voices and therefore there are free flows of news or information. There is no restriction towards the media agencies and therefore they can independently perform their functions or activities. But in a Socialistic Economy, mass communication is subject to various limitations or regulations imposed by the state. Information or news cannot freely move as the state always have control over them and the state sometimes censors much information for its interest. People have little and limited voice and therefore mass communication is always found to be problematic. 3) Islamic Approach and Non-Islamic Approach of Mass Communication Goods that are prohibited in Islam cannot be advertised in Muslim countries. For example, Wine is forbidden in Islam. So any kind of advertisement related to wine is prohibited. But in Non-Islamic countries, there is no such restriction, and therefore wine is widely produced, advertised, and consumed there. A study with mass communication has a lot of benefits for an organization. Functions Of Mass Communication The functions served by mass communication are very similar to those fulfilled by other types of communications. The way mass communication performs this function is discussed here. Surveillance: Surveillance relates to the constant flow of public information or news about events occurring within the country and in the world. It refers to the news and information role of media. They work as sentinels or guards. Correspondents for wire services, TV networks, and newspapers are located across the globe. These individuals gather the information that we cannot get for ourselves The surveillance function can be divided further into two types. 1. Warning or beware surveillance occurs when the media informs about threats from weather changes, heavy rains, cyclones, war, etc. 2. Instrumental surveillance occurs when the information useful in everyday life is transmitted, such as stock market prices, new products, recipes, and so on. A TV serial may perform a function of instrumental surveillance by portraying new hair or dress styles or women in changing roles. Apart from these functions, it confers high public status upon certain people by reporting news about individuals and strengthens social control over the individual members of the society by bringing deviant behavior into public view. Surveillance through mass communication can also prove dysfunctional for society if news or information goes uncensored, sometimes it may prove harmful to society. Interpretation: The interpretation function is closely related to the surveillance function. It prevents undesirable consequences of communication. Mass communicators select the important news and issue them for the attention of the people and not only provide information on the events but they also provide information on the ultimate meaning and significance of these events. This prevents the over-stimulation and modification of the population. This function of mass communication helps an individual to know the viewpoints of various people, which helps them to evaluate an issue. A wide range of expertise is available to the individual to which he or she might not have access through interpersonal communication. The dysfunction of the interpretation and prescription by mass media can be that people may not get the depth and true picture of the event or issue and may not contribute to the development of an individual’s critical faculties. Transmission of Values The transmission of values is a subtle but important function of the mass media. It is also called the socialization function. Our society is portrayed in the mass media and by seeing, watching, or reading these people learn which are the important values. The media presents role models which people try to imitate. Thus, they teach us about people and show us how they act and what is expected of them. On the other hand, the kinds of values and cultural information that are included in the mass media content are selected by media organizations that may select values and behaviors that encourage the status quo. Linkage The mass media can link together different elements of society that are not directly connected by an interpersonal channel. For example, newspapers generate opinions; develop a feeling for whatever happenings are reported. Advertising through mass media links together the needs of buyers with the products of sellers. It is also possible that media can create new social or professional groups by linking together people of the same interest. This function is also called the ‘public making’ ability of the mass media. For example, people interested in geography, science, environment form a group, and this phenomenon may account for the growth of some movement. Thus, the social groups can be mobilized quickly and this may lead to some main action. For example, messages regarding literacy motivated NGOs to take up literacy programs, health programs motivated people to become health conscious or beauty contests telecast generated beauty consciousness. Entertainment Entertainment is the most important function of all media functions. The importance of the entertainment function has grown as people have got more leisure time. The workweek has decreased for many government offices from six to five days leaving more free time for people. The consequences of this function have been that media entertainment is available to a large number of people at relatively little cost. This helps people to make their recreational and leisure time more enjoyable. Media content is designed to appeal to the lowest common denominator of taste. Scope of Mass Communication Technological advancement has tremendously enhanced the scope of mass communication. Because of the advancement of world civilization, the scope of economic activities is increasing day by day. Particularly after the industrial revolution, rapid development happened in the trade, commerce, and industrial sector. All these have emphasized mass communication which is now so pervasive that it touches social, commercial, national, or international lives. Summary Mass Communication is a process in which a person, a group of people, or an organization sends a message through a channel of communication to a large group of anonymous and heterogeneous people and organizations. Channels of communication include broadcast Television, Radio, Social media, and print. Various aspects are associated with Mass Communication. They are as follows: Advertising Journalism Public relations Politics The nature of communication is the exchange of information between two people. It is required that there should be a sender and receiver for communication to take place. The nature of Mass Communication can be divided into three types. They are 1)Micro and Macro- Mass Communication. 2) Capitalistic and Socialistic Patterns of Mass Communication. 3) Islamic Approach and Non-Islamic Approach of Mass Communication. The functions served by mass communication are very similar to those fulfilled by other types of communications. They are: Surveillance Interpretation Transmission of Values Linkage Entertainment Short Answer Type questions: 1)What is Mass Communication? 2)What are the five things that the term Mass communication should imply as per Sydney Head? 3)What are the aspects of Mass Communication? Explain few in brief. 4)What is the nature of Mass Communication? 5)What are the different types of Mass Communication Multiple Choice Questions: 1). ____________suggested that the term Mass Communication must apply at least five things. a).Sydney Head b) Aristotle c) Lasswell d) Theodore Newcomb Answer: Sydney Head 2). __________________consists of communications attempting to induce purchasing behavior. a). Journalism b) Branding c) Advertising d) Politics Answer: Advertising 3) Communications intended to influence public opinion on a product of an organization are called_______________________________ a). Public Relations b) advertising c) Journalism d) Politics Answer: Public Relations 4). An individual interacting with his / her higher officials, subordinates, or colleagues in terms of any message, nest, or information, it is called____________. a) Micro Mass Communication b) Macro Mass Communication c) Capitalistic Mass Communication d) Islamic Mass Communication Answer: Micro Mass Communication 5) The market plays a major role in the __________________economy. a) Capitalistic b) Socialistic c) Free d) Controlled Answer: Capitalistic Economy 6) ___________relates to the constant flow of public information or news about events occurring within the country and in the world. a) Information b) Message c) Surveillance d) Communication Answer: Surveillance 7) ________________prevents undesirable consequences of communication. a) Smooth flow b) Censorship c) Filtration d) Interpretation Answer: Interpretation 8) Transmission of Values is also called _________________________. a) Capitalization Function b) Socialization Function c) Religious functions d) Monetary Function. Answer: Socialization Function 9) Warning or _______________ surveillance occurs when the media informs about threats from weather changes, heavy rains, cyclones, war, etc. a). Alert b) Notice c) Beware d) Caution Answer: Beware 10) _________________occurs when the information useful in everyday life is transmitted. a) Instrumental surveillance b) Caution surveillance c) Warning surveillance d) Information surveillance Answer: Instrumental surveillance 11) In ___________mass communication is subject to various limitations or regulations imposed by the state. a) Socialistic Economy b) Capitalistic Economy C) Free Economy d) Controlled Economy Answer: Socialistic Economy 12) Macro mass communication is also known as _______________________ a) Universal communication b) Open Communication c) Free Communication d) Group Communication Answer: Universal communication 13) It includes campaigning and propaganda. What is it?____________________ a) Advertising b) Journalism c) Branding d) Politics Answer: Politics 14) _____________________ is a process in which a person, a group of people, or an organization sends a message through a channel of communication to a large group. a) Group Communication b) Mass Communication c) Small group communication d) Individual Communication Answer: Mass Communication 15) There should be a sender and _______________for communication to take place. a) Receiver b) Messenger c) Caller d) Dialer Answer: Receiver Media Of Mass Communication Structure • Broadcast Media • Digital media  • Internet media • Outdoor media  • Print media  • Mass media communication – • Characteristics of Mass media communication • Professions Involving Mass Media Learning Objectives By the end of this chapter students will be aware of the following: • What are the different sources of mass media • What are the characteristics of mass media communication • What are the professions involved with mass media communication Media Of Mass Communication Mass media refers to a diverse array of media technologies that reach a large audience via mass communication. The technologies through which this communication takes place include a variety of outlets. Broadcast Media transmit information electronically via media such as films, radio, recorded music, or television.  Digital media comprises both Internet and mobile mass communication.  Internet media comprise such services as email, social media sites, websites, and Internet-based radio and television. Other mass media outlets have an additional presence on the web, by such means as linking to or running TV ads online, or distributing QR Codes in outdoor or print media to direct mobile users to a website. In this way, they can use the easy accessibility and outreach capabilities the Internet affords. Outdoor media transmit information via  AR advertising; billboards; blimps; flying billboards; placards or kiosks placed inside and outside buses, commercial buildings, shops, sports stadiums, subway cars, or trains; signs; or skywriting. Print media transmits information via physical objects, such as books, comics, magazines, newspapers, or pamphlets Event organizing, and public speaking can also be considered forms of mass media. The organizations that control these technologies, such as movie studios, publishing companies, and radio and television stations, are also known as the mass media. Mass media encompasses much more than just news. It can be used for various purposes: Advocacy- both for business and social concerns. This can include advertising, marketing, propaganda, public relations, and political communication. Entertainment, traditionally through performances of acting, music, and TV shows along with light reading; since the late 20th century also through video and computer games. Public service announcements and emergency alerts (that can be used as a political device to communicate propaganda to the public) The term "mass media" is sometimes erroneously used as a synonym for "mainstream media". Mainstream media are distinguished from alternative media by their content and point of view. Alternative media are also "mass media" outlets in the sense that they use technology capable of reaching many people, even if the audience is often smaller than the mainstream. Mass media communication is a process through which a message is widely circulated among the persons who are far and away from the source. Mass media communication can be identified through the following characteristics: 1. Wide and Vast Area Mass communication covers a wide and vast area to operate, for example, It covers a country and the whole world too. The world is becoming smaller due to the operation of mass communication. 2. Heterogeneous Audience The audience of mass communication is not only large in numbers but also are different in terms of age, sex,  religion, race, culture, etc. 3. Distance between Source and Destination Receivers of mass communication are detached and separated from the source or sender by a long distance. 4. No Question of Discrimination Although the receivers of mass communication are subject to heterogeneity there is no discrimination regarding the distribution and delivery of the message. There is equal opportunity for all. 5. Professional Communication The sender of mass communication is professional communicators. They use various mass communication channels to attain their purposes. 6. Absence of Feedback It is not like a two-way communication system. Absence of features in mass communication which make it unique and give a shape from other shorts of communication.  Feedback is essential to make the effective communication. Here in mass communication feedback like other sorts of communication is absent. There may be sometimes a poor response from the receiver. 7. Intermediary Channels In mass communication, various intermediary channels are used to transmit a message to the receiver. Such channels are radio, television, or newspapers, etc. 8. Public Message The message of such communication is made available to the public. The person who can bear the cost of respective mediums such as newspapers, radio, television, cinema, etc. can receive the message. 9. Use of Machine Such communication has a dependency on the use of technology or machinery. At least one or more than one machine is used for mass communication to produce and transmit a public message. 10.Self-defined Audience The audiences of mass communication are independent in respect of receiving a message. They have the freedom to choose what paper to read, what movie to see, what program to watch, and which voice to listen to. 11. Use of Specialists To make mass communication effective various specialists are there to perform such as a news team, a film company, machine operators, cinematographer, an editor, etc. 12. Rapid Means of Communication Mass communication is defined to be rapid means of communication. It spreads quickly to the mass audience through reproduction and distribution. From the above point, it might be seen that all the features of mass communication indicate the importance of mass communication also. But sometimes, it is costly too. But objectives of mass communication naturally mass worth mentionable. Professions Involving Mass Media 1 Journalism: It is the discipline of collecting, analyzing, verifying, and presenting information regarding current events, trends, issues, and people. Those who practice journalism are known as Journalists. News-oriented journalism is sometimes described as the "first rough draft of history" because journalists often record important events, producing news articles on short deadlines. While under pressure to be first with their stories, news media organizations usually edit and proofread their reports before publication, adhering to each organization's standards of accuracy, quality, and style. Many news organizations claim proud traditions of holding government officials and institutions accountable to the public, while media critics have raised questions about holding the press itself accountable to the standards of professional journalism. 2 Public relations: Public relations is the art and science of managing communication between an organization and its key publics to build, manage, and sustain its positive image.  3 Publishing: Publishing is the industry concerned with the production of literature or information – the activity of making information available for public view. In some cases, authors may be their publishers. Traditionally, the term refers to the distribution of printed works such as books and newspapers. With the advent of digital information systems and the Internet, the scope of publishing has expanded to include websites, blogs, and the like. As a business, publishing includes the development, marketing, production, and distribution of newspapers, magazines, books, literary works, musical works, software, other works dealing with information. 4 Software Publishing: A software publisher is a publishing company in the software industry between the developer and the distributor. Software publishers have a license for the software from developers with specific limitations, such as a time limit or geographical region. The terms of licensing vary enormously and are typically secret. Developers may use publishers to reach larger or foreign markets or to avoid focussing on marketing. Or publishers may use developers to create software to meet a market need that the publisher has identified. 5 Internet-Based Professions A YouTuber is anyone who has made their fame from creating and promoting videos on the public video-sharing site, YouTube. Many YouTube celebrities have made a profession from their site through sponsorships, advertisements, product placement, and network support. Summary • Mass media refers to a diverse array of media technologies that reach a large audience via mass communication. The technologies through which this communication takes place include a variety of outlets. • These outlets are • Broadcast Media • Digital media • Internet media • Outdoor media  • Print media  • Purposes of mass media include the following: • Advocacy • Entertainment • Public service • Mass media communication is a process through which a message is widely circulated among the persons who are far and away from the source. Mass media communication can be identified through the following characteristics: • Wide and Vast Area • Heterogeneous Audience • Distance between Source and Destination • No Question of Discrimination • Professional Communication • Absence of Feedback • Intermediary Channels • Public Message • Use of Machine • Self-defined Audience • Use of Specialists • Rapid Means of Communication • Professions Involving Mass Media • Journalism • Public relations: • Publishing • Software Publishing: • Internet-Based Professions Short Answer Type Questions: 1.)What is Mass Media? 2.)What are the different carriers of Mass Media? 3)What are the purposes of Mass Media? 4)What is mainstream media? 5)What are the characteristics of Mass Media Communication? 6)What are the professions involving Mass Media? Explain in brief. Multiple Choice Questions: 1). ________________refers to a diverse array of media technologies that reach a large audience via mass communication. a) Media b) Mass Media c) Social Beliefs d) Religious beliefs Answer: Mass Media 2). __________________ transmit information electronically via media such as films, radio, recorded music, or television.  a) Print media b) Digital media c) Broadcast media d) Internet media Answer: Broadcast Media 3). _________________ comprises both Internet and mobile mass communication.  a) Digital media b) Print media c) Broadcast media d) Internet media Answer: Digital Media 4). _____________ transmit information via AR advertising; billboards; blimps. a) Indoor media b) Outdoor media c) Print media d) Internet media Answer: Outdoor Media 5) _____________ transmits information via physical objects, such as books, comics, magazines, newspapers, or pamphlets. a) Internet media b) Print media c) Web media d) Outdoor media Answer: Print media 6) The term ______________is sometimes erroneously used as a synonym for "mainstream media". a) Mass media b) Group media c) Print media d) Outdoor media Answer: Mass Media 7) _________________ refers to different segments of audiences present in large numbers. a) Homogenous Audiences b) Heterogeneous Audiences c) Old Audiences d) Female audiences Answer: Heterogeneous Audiences 8) _____________________ is defined to be rapid means of communication. a) Group communication b) Media communication c) Mass communication d) Individual communication Answer: Mass communication 9) It is the discipline of collecting, analyzing, verifying, and presenting information . What is it called? __________________ a) Research b) Survey c) Journalism d) Data Collection Answer: Journalism 10) The art and science of managing communication between an organization and its key publics to build, manage, and sustain its positive image is called _____________________. a) Social Networking b) Social Media c) Public Relations d) Social Media Answer: Public Relations 11) _____________________is the industry concerned with the production of literature or information. a) Publishing b) Typing c) Writing d) Content Designing Answer: Publishing 12) A _______________ is a publishing company in the software industry between the developer and the distributor. a) Software Publisher b) Website Publisher c) Newspaper Publisher d) Magazine Publisher Answer: Software Publisher 13) Anyone who has made their fame from creating and promoting videos on the public video-sharing site, You Tube is called a ___________________________ a) Hacker b) Virus c) You tuber d) Disco Jockey Answer: You Tuber 14) Software developers need a _____________ from a company to work with them a) NOC b) License c) Registration Certificate d) Adhaar card Answer: License 15) __________________is essential to make the effective communication. a) Debate b) Argument c) Feedback d) Suggestions Answer: Feedback - Unit III Media Systems And Theories Structure: • Authoritarian Theory: • Examples Of Authoritarian Theory • Libertarian Theory Of Media • Libertarian Theory: • Strengths • Weakness • Examples • Social Responsibility Theory Of The Media • The theory allows • Critics of Social Responsibility Theory: • Development Theory of Media and Communication • Development Theory of Media By Different Scholars: • The Need For Introducing Media Development Theory • Goals of Development Media Theory • Criticism of the Media Development Theory • The Need For Media Development Theory • Participatory Theory Of Media • Strength • Types Of Participation • Six-Step Of Communication Planning For Development Learning objectives The objectives of this chapter are to make the student understand the following: • Various Theories rekated to media like Authoritarian, Libertarian, Social Responsibility Theory, Development Theory of Media and Communication • Students will learn all the theories in detail with the help of diagram • Students will learn about Participatory Theory Of Media as well. • Theories cover Weakness, Strengths and examples. • 6-Step Of Communication Planning For Development is also covered in this chapter. Unit III Media Systems And Theories I) Authoritarian Theory: Authoritarian theory of media means that all forms of media and communications are under the control of the governing elite, authorities, or influential bureaucrats. Authoritarians are necessary to control the media to protect and prevent people from national threats through any form of communication (information or news).  The press is an instrument to enhance the ruler’s power in the country rather than any threats. The authorities have all rights to permit any media and control it by providing a license to the media and make certain censorship. If any media violate the government policies against license, then the authority has all right to cancel the license and revoke it. The government has all the right to restrict any sensitive issues from the press to maintain peace and security in the nation. To attain certain aims and objectives the government uses censorship. Censorship is the suppression of any communication that may be considered harmful to the people, King, government, and nation. These censorship methods are much familiar in the press against the freedom of speech and freedom of expression. In some other cases, censorship helps to protect the rulers and authorities from sensitive issues. There are several types of Censhopship used by the government to control the media. Some of them are: Examples Of Authoritarian Theory • Here, Journalists or any media persons should not have any rights to comment, discriminate, or stand against the government. Sometimes, an authority gives considerable freedom to minority thoughts and cultural issues to promote them if it doesn’t make any threats to authority or ruler. • King – King is the authority, who has all rights to control the communication and no one can question the king. Dictatorship – During the world war, II Hitler Mussolini were the two major authorities who controlled the press in Germany and Italy. Press was under the control of the authority and no press could question against or publish against the two dictators. • Few countries blocked wiki leaks website from its country to maintain internal security because the wiki leaks were not ready to compromise with government censorship and realizing classified documents against the government. Libertarian Theory Of Media The Libertarian theory is one of the “Normative theories of the press”. The theory originally came from libertarian thoughts from the 16th century in Europe. The libertarian theorists are against authoritarian thoughts. International trade and urbanization undermined the power of a rural aristocracy which lead to various social movements like the Protestant's reformation, that demanded an individual’s freedom and their own lives and free thoughts. Liberalism means information is knowledge and knowledge is power. Libertarianism is free from any authority or any control or censorship. Libertarianism is an idea of individualism and limited government which is not harmful to one another. Libertarian Theory Libertarian theory finds that people are good enough to judge progressing ideas from the bad. The theory says people are rational and their rational thoughts lead them to find out what is good and bad. The press should not restrict anything, as even the negative content may give knowledge and could make a better decision whilst the worst situation. The libertarian thoughts are exactly against or opposite to the authoritarian theory which means “all forms of communication works under the control of the government or elite like a king”. Strengths: 1. Freedom of the press will give more freedom to media to reveal the real thing happening in the society without any censorship or any authority blockades. 2. Is reliable with U.S media traditions. 3. It gives more values for individuals to express their thoughts in media. Weakness 1). The theory is excessively positive about the media’s willingness to meet responsibilities which may lead people into negative aspects. 2.Is too positive about individual ethics and rationality. 3.Ignores the need for reasonable control of media. 4. Ignores dilemmas posed by conflicting freedoms. Examples: Wiki leaks website published all sorts of confidential or restricted files in public space and especially classified documents. These articles are providing brief knowledge about the government and its activities which helps people to identify what is happening in society and it gives great choices to elect a better president in the future.Sometimes these documents may work against the government and its authority that is why most of the country is not willing to allow libertarian thoughts because it may affect their power and kingdom. Social Responsibility Theory Of The Media In mid 20th century, most of the developing countries and third world nations have used this social responsibility theory of press which is associated with “the Commission of the Freedom of Press” in the United States in 1949. In the book “Four theories of Press” (Siebert, Peterson, and Schramm) it’s been stated that “pure libertarianism is antiquated, outdated and obsolete.” That paved way for the replacement of Libertarian theory with the Social responsibility theory. Social responsibility theory allows free press without any censorship but at the same time, it also focuses on the content of the press. It advises that the content should be discussed in a public panel and media should accept any obligation from public interference or professional self-regulations or both. The theory lies between authoritarian theory and libertarian theory because it gives total media freedom on one hand but the external controls on other hand. Here, press ownership is private.  The social responsibility theory moves beyond the simple “Objective” reporting (facts reporting) to “Interpretative” reporting (investigative reporting).  The total news is complete facts and truthful but the commission of the freedom for press stated that “No longer giving facts truthfully rather than give a necessary analyzed or interpretative report on facts with clear explanations”. The theory helped in creating professionalism in media by setting up a high level of accuracy, truth, and information. The commission of the press council also included some tasks based on the social responsibility of media, which are as follows: 1. Formulate the code of conduct for the press. 2. Improve the standards of journalism. 3. Safeguarding the interests of journalism and journalist. 4. Criticize and make some penalty for violating the code of conduct. The theory allows 1. Everyone to say something or express their opinion about the media. 2. Community opinion, Consumer action, and professional ethics. 3.Serious invasion of recognized private rights and vital social interests. 4.Private ownership in media may give better public service unless the government has to take over to assure the public to provide better media services. 5. Media must take care of social responsibility and if they do not, government or other organizations should handle the same. Critics of Social Responsibility Theory 1. Avoids the conflict situation during war or emergency by accepting the public opinion. 2. Media will not play a monopoly because the audience and media scholars will raise questions if media published or broadcast anything wrongly or manipulate any story. 3. Media Standards will improve. 4. The media will be concerned about all classes of the audience rather than focus on higher classes in society. 5. Media may work autonomously but the certain thing is controlled by the government and other public organization. Development Theory of Media and Communication Media theory refers to the complexities of social-political-philosophical principles that organize ideas about the relationship between media and society. Within this is a type of theory called `normative theory', which is concerned with what the media ought to be doing in society rather than what they do. In general, the dominant ideas about the obligations of mass media will be consistent with other values and arrangements in a given society. Development Theory of Media By Different Scholars: According to Siebert et al (1956) in their book Four Theories of the Press, "the press takes on the form and coloration of the social and political structures within which it operates". The press and other media, in their view, will reflect the "basic beliefs and assumptions that the society holds". In the western liberal tradition, this refers to matters such as freedom, equality before the law, social solidarity and cohesion, cultural diversity, active participation, and social responsibility. Different cultures may have different principles and priorities. Although the normative theory of the press is in a considerable state of uncertainty, not least because of changes in the media and the rise of new media forms, one can still identify certain broad traditions of thought about the rights and responsibilities of media in society and the degree to which a “society” may legitimately intervene to protect the public interest. Development media theory is being applied in countries at lower levels of economic development and with limited resources, it takes various forms but essentially proposes media freedom under desirable conditions favoring the ones in power. It demands that most institutes should be subordinated of necessity to the requirements of economic, social, and political development. The Need For Introducing Media Development Theory The limited application of the four established theories of the press to a vast majority of the Third World countries, which are vastly different from each other and Western countries in control of media, and with fast-changing economic and political conditions, has led to the birth of a new approach whereby communication is used to carry out development tasks in line with nationally established policy hence the formulation of development communication theory. Certain unique characteristics of developing countries limited the applicability of other theories to these countries. Some of these features were the absence of communication infrastructure, dependence on the developed world for hardware and software, the commitment of these societies to economic, political, and social development as a primary national task, and the developing country's awareness of their similar identity and interest in international politics. As a result, the developing countries' overriding concern was how to use mass media for nation-building. Therefore, in the interest of this task of national development, the freedom of the media and journalist needs to be curbed to an extent under the concept of Media Development Theory that outlined a new form of control in the society. Development media theory was intended to recognize the fact that societies undergoing a transition from underdevelopment and colonialism to independence and better material conditions often lack the infrastructure, the money, the traditions, the professional skills, and even the audiences needed to sustain media institutions comparable to those of the First world or Second world, in which the four theories could take root. Goals of Development Media Theory • It emphasizes the following goals: • The primacy of the national development task. • The pursuit of cultural and informational autonomy • Support for democracy • Solidarity with other developing countries. • Government agencies. • Monitor training and licensing of media practitioners. • Control development of media institutions. • Regularly censor-media content before distribution. • Issue regular guidelines for the day-to-day operation of media Although a different degree of self-regulation is encouraged, media practitioners are not trusted by government officials to carry out their responsibilities without guidance and constant monitoring. Criticism of the Media Development Theory The Media Development Theory is considered to be an updated version of authoritarian theory as it allows that media should surrender its powers to criticize government policies even if it risks causing the policies to fail. Media is no doubt given power but there is no check kept upon it and instead of being led by the government it may be led by another ideology that may be business-minded which would have nothing to do with the betterment of the society as for the sake of business it would always be in favor of keeping the business profitable rather than paying attention to the duties and accountability issues of the media. This can only prevail in a society with a weaker judiciary as the shift of power from the government goes into the hands of the bureaucrats and the rich. For this reason, it is more vulnerable for third-world countries rather than the more developed ones yet they were introduced and created by the developed countries. The Need For Media Development Theory The underlying fact behind the genesis of this theory was that there can be no development without communication. Under the four classical theories, capitalism was legitimized, but under the Development communication theory, or Development Support Communication as it is otherwise called, the media undertook the role of carrying out positive developmental programs, accepting restrictions and instructions from the State. The media subordinated themselves to political, economic, social, and cultural needs. Hence there is a stress on “development communication” and “development journalism” Participatory Theory Of Media Participatory development communication is the use of mass media and traditional, inter-personal means of communication that empowers communities to visualize aspirations and discover solutions to their development problems and issues. It is "the theory and practices of communication used to involve people in the decision-making of the development process. It intends to return to the roots of its meaning, Therefore, the purpose of communication should be to make something common, or to share meanings, perceptions, worldviews, or knowledge. In this context, sharing implies an equitable division of what is being shared, which is why communication should almost be naturally associated with a balanced, two-way flow of information. Strength • It strengthens a regional training capacity to improve the development support communication (DSC) skills of intermediate-level professionals so that they could improve the effectiveness of the rural development programs in which they work. • Initiate an example of a sustainable national DSC service to support rural development programs and projects. • Advance towards the creation of a group of DSC professionals in the region, by starting. regional Post-graduate courses. Participatory communication is "a necessary component, consistent with a democratic vision of international development, needed to increase project sustainability and ensure genuine ownership by the so-called 'beneficiaries'." Types Of Participation 1) Passive participation The participants essentially act as "empty vessels" and receive information. Feedback is minimal if at all and participation is assessed through methods such as headcounts. 2)Participation by consultation Researchers or "experts" pose questions to the participants. . Input can be provided at different points in time but the final analysis and decision-making power lies in the hands of the external professionals who may or may not consider the participant’s decisions. 3)Participation by collaboration Groups of primary participants are formed to participate in discussion and analysis. Objectives are predetermined. This method incorporates components of horizontal communication and capacity building among all participants. 4)Empowerment participation Primary participants are capable and willing to become involved in the process and take part in decision-making. Outsiders are equal partners, but the participants make the final decisions as ownership and control of the process rests in their hands. Knowledge exchange leads to solutions. Communication planning for development is a logical process guided by a systematic and rational framework. This framework could be developed through situation-specific data gathered using participatory research techniques. Six-Step Of Communication Planning For Development 1) Preliminary situation assessment 2) Communication 3)Participatory design of messages and discussion themes 4) Communication methods and materials development 5) Management and implementation 6) Monitoring and evaluation 1)Preliminary situation assessment: Situation assessment could be done most effectively in a participatory manner through PRCA or participatory rural communication appraisal. Three kinds of analysis are done in PRCA: audience analysis, program analysis, and situation analysis. Audience analysis is essentially "listening" to what potential users of information need. They are the ones whom the communication program intends to reach. Users of information are also referred to as stakeholders of a communication program. Collecting baseline information about these stakeholders is an essential preliminary step towards developing a communication strategy. Segmentation, or dividing large groups of stakeholders into smaller groups, helps achieve focus in communication strategy development. 2)Communication Data that have been collected need to be analyzed and interpreted carefully as these will serve as bases of the communication strategy. Communication strategy is the combination of methods, messages, and approaches by which the planner seeks to achieve the communication objectives. The second phase of the process charts the direction of the communication program. It is at this stage where objectives and the corresponding standards and indicators for monitoring and evaluation are formulated. The very word strategy suggests a unique combination of techniques or approaches by which to achieve program goals and objectives. During strategy design formulation, planners also begin thinking of the following: • Preliminary action plan; • Communication modes/approaches; and • Basic messages and discussion themes. 3)Participatory design of messages and discussion themes The main activities under the message design phase are the selection of message appeal and approaches and selection of communication channels and media. The big challenge at this stage is the development of the big idea or the creative concept around which the whole communication program would revolve. Professional communication outfits are often tapped to develop messages and communication materials for the above-mentioned processes. The disadvantage of this approach, aside from the huge expense involved, is the lack of participation from the stakeholders themselves. Involving the stakeholders in message and materials development increases the likelihood that the communication program would help achieve the bigger development goals. 4)Communication methods and materials development: The actual development of communication methods and materials is undertaken once the communication strategy is in place. A useful reminder to planners concerns the importance of pretesting not only the materials themselves but also the creative idea and the messages. Pretesting allows for adjustments in the communication activities before substantial time, efforts, and resources are spent on their actual production. Pretesting measures the potential effectiveness of communication messages, methods, and materials in terms of their being able to attract attention, to be understood, to be accepted, and to generate the feeling of self-involvement among the stakeholders. 5)Management and implementation Management of the organization carrying out the communication program and networking are two of the most important activities in this phase. A manager's internal task entails preparing or training people for their respective tasks in the organization within a positive organizational climate. The external task calls for forging linkages with key organizations engaged in the same area of development work. After all the preparatory stages, launching and carrying out the communication campaign or program now takes priority. Together with this comes monitoring the process of dissemination, transmission, and reception of program inputs. The management aspect also covers the management improvement process and the concept of leadership as they affect the implementation of communication programs. 6)Monitoring and evaluation Monitoring enables the planners and implementors to answer the question: Are things going all right? Evaluation, on the other hand, provides answers to the question: So, did it work? Together, monitoring and evaluation help planners and implementors to: • Achieve a better understanding of how the communication program is working • Make decisions regarding operations and adjust to changing conditions • Ensure the most effective and efficient use of resources; • Look at the extent to which the program/project is having or has had the desired impact • Fine-tune future program impac Summary The chapter has been designed to cover various theories associated with the concept of Media. These Theories are Authoritarian Theory, Libertarian Theory, Social Responsibility Theory Of The Media, Development Theory of Media and Communication, Development Theory of Media By Different Scholars. The chapter also focuses on the need for introducing Media Development Theory along with its goals and criticism. The chapter covers the types of participation in detail. It also includes Six-Step f communication planning for development Short Answer Type Questions 1)What is the Authoritarian Theory of Media? 2)What is Censorship? 3)Name the various types of Censorship? 4)Give the examples for Authoritarian theory of Media? 5)What is the Libertarian Theory Of Media? 6) What are the features of the Libertarian Theory Of Media? 7) Wha are the strengths of the Libertarian Theory Of Media? 8) What are the weaknesses of the Libertarian Theory Of Media? 9)What is the Social Responsibility Theory Of Media? 10)Shat are the tasks included by the Commission Of Press council on the Social responsibility of media? 11) What are the provisions provided in the Social Responsibility Theory? 12)Explain the criticisms of the Social Responsibility Theory? 13)What is the Development Theory of Media and Communications? 14) Explain the Development Theory Of Media and Communication according to different scholars. 15)What were the needs to introduce the Development Theory of Media and Communication? 16)What are the goals of Development Theory? 17)Explain the criticisms of Development Theory? 18)What is the Participatory Theory of Media? 19)What are the strengths of the Participatory Theory of Media? 20)What are the different types of participation? Explain in brief. 21) What are the six steps of Communication Planning for Development? Multiple Choice Type Questions: 1. ____________________of media means that all forms of media and communications are under the control of the governing elite, authorities, or influential bureaucrats. a) Libertarian Theory b) Democratic Theory c) Authoritarian Theory d) Participation Theory Answer: Authoritarian Theory 2. ______________________ is the suppression of any communication that may be considered harmful to the people. a) Censorship b) Screening c) Filtration d) Editing Answer: Censorship 3. ______________________is also called “Normative theories of the press”. a) Authoritarian Theory b) Democratic Theory c) Libertarian Theory d) Participatory Theory Answer: Libertarian Theory 4. Liberalism means information is knowledge and knowledge is ___________ a) Wisdom b) Information c) Power d) Strength Answer: Power 5. The libertarian thoughts are opposite to_________________. a) Authoritarian Thoughts b) Participatory Thoughts b) Developmental Thoughts d) Autocratic Thought Answer: Authoritarian Thoughts 6. The statement “pure libertarianism is antiquated, outdated and obsolete has been mentioned in which book? ____________________________ a) Five Theories Of Press b) Six Theories Of Press b) Seven Theories Of Press d) Four Theories Of Press Answer: Four Theories of Press 7.______________allows free press without any censorship but at the same time, it also focuses on the content of the press. a) Libertarian Theory b) Authoritarian Theory c). Social Responsibility Theory d) Autocratic Theory Answer: Social responsibility theory 8.Investigative reporting is also known as _____________________________. a)Manipulative Reporting b) Secretive Reporting c) Interpretative Reporting d) Wrong Reporting Answer: Interpretative Reporting 9) Which of the following is one of the task provided by the Commission of the Press Council? a) Formulate the code of conduct for the press b) Improve the standards of journalism c) Safeguarding the interests of journalism and journalist. D) All Answer- All 10) In the western liberal tradition, _________________ refers to matters such as freedom, equality before the law, social solidarity and cohesion, cultural diversity, active participation, and social responsibility. a) Democratic Theory b) Libertarian Theory c) Development Theory d) Autocratic Theory Answer: Development Theory 11) Goals Of Development Media Theory are: a) The primacy of the national development task b) Support for democracy c) Solidarity with other developing countries d) All Answer: All 12) How many types of Participation are there in media theory? a) 2 b) 3 c) 4 d) 5 Answer: 4 13) Feedback is minimal in this type of Participation.______________________ a) Passive participation b) Participation by consultation c) Participation by collaboration d) Empowerment participation Answer: Passive participation 14) ______________________ enables the planners and implementers to answer the question. a) Research b) Survey c) Monitoring d) Calculation Answer: Monitoring 15) __________________is the combination of methods, messages, and approaches by which the planner seeks to achieve the communication objectives. a) Communication strategy b) Communication planning c) Communication package d) Communication thoughts Answer: Communication strategy Mass Media: Public Opinion And Democracy Structure • Mass Media: Public Opinion And Democracy • Media democracy advocates • Normative Roles Of Media In Democracy • Restrictions On Media • Criticism Learning Objectives • The Learning Objective of this chapter includes: • Knowledge about mass media and its relation to public opinion and democracy. • It covers aspects that are advocated by media democracy. • It discusses normative roles of media In a democracy • Students will learn about the various restrictions that are imposed on media • The chapter also discusses various criticisms associated with media democracy. Mass Media: Public Opinion And Democracy Mainstream media is a place where anyone can contribute to important issues and topics of discussion. Media Democracy encompasses this idea by advocating for ideas such as the free and independent press. The overarching goal is to achieve a free, open, and accessible internet for everyone. Thus creating a diverse space for media ownership from all walks of life to contribute to a larger collective without suppression. Such campaigns include “Freedom of The Press”, “BroadBand Access”, “Net Neutrality”, and “Media Consolidation”. Media democracy is a democratic approach to media studies that advocates for the reform of mass media to strengthen public service broadcasting and develop participation in alternative media and citizen journalism to create a mass media system that informs and empowers all members of society and enhances democratic values. Media is also defined as a "medium" a way of communicating with others. Media democracy advocates: • Replacing the current corporate media model with one that operates democratically, rather than for-profit • Strengthening public service broadcasting • Incorporating the use of alternative media into the larger discourse • Increasing the role of citizen journalism • Turning a passive audience into active participants • Using the mass media to promote democratic ideals The competitive structure of the mass media landscape stands in opposition to democratic ideals since the competition of the marketplace affects how stories are framed and transmitted to the public. This can "hamper the ability of the democratic system to solve internal social problems as well as international conflicts in an optimal way." Media democracy is grounded in creating a mass media system that favors a diversity of voices and opinions over ownership or consolidation, to eliminate bias in coverage. This, in turn, leads to the informed public debate necessary for a democratic state. The ability to comprehend and scrutinize the connection between press and democracy is important because the media has the power to tell society's stories and thereby influence thinking, beliefs, and behavior. Normative Roles Of Media In Democracy 1)Monitorial role: Media Democracy organized scanning of the real world of people, status and events, and potentially relevant sources of information. Under the guidance of relevance, importance, and normative framework that regulates the public domain, such information is evaluated and verified. Staying alert and controlling political power. It provides information to individuals to make their own decisions. 2)Facilitative role: Media Democracy uses journalism as a means to improve the quality of public life and promote democratic forms. It serves as a glue to hold the community together. And it enhances the ability and desire to listen to others. 3)Radical role Going to the "root" of power relations and inequality and exposing their negative impacts upon the quality of everyday life and the health of democracy. Opposition to commercial/mainstream media which tend to protect the interest of the powerful and fail to provide information that raises critical awareness and generated empowerment. Cultivating political advocacy motivates engaging in political social democracy. 4)Collaborative role: Collaboration between media and the state is always open and transparent. Restrictions On Media Restrictions on media may exist either directly or indirectly. Before internet usage of media, as well as social media, became prominent. Ordinary citizens rarely had much control over the media. Even as the usage of social media has increased, major corporations still maintain the primary control over media as they are acquiring more and more platforms that would be considered in public use today. Media has been compared in the sense that it is the usage of media that determines how the content is considered, rather than the actual messages of the content. The role government plays in media restrictions has been viewed with skepticism as well. The government’s involvement in media is possibly due to distrust between the government and the media, as the government has criticized media before. Partial blame for distrust between the government and the public on both sides often goes to the media as the public may feel that there is false information through media and the government may feel as though the media is giving the public false information. Criticism Media has given political parties the tools to reach a large number of people and can inform them of key issues ranging from policies to elections. In theory, media should be seen as an enabler for democracy, having better-educated voters would lead to a more legitimate government. However, critics such as Julian King have argued that those exact tools can easily be hijacked by malicious actors - both state and non-state - and in turn be used as a weapon against people. Certain social media platforms display advertisements that would most likely appeal to the consumer and therefore, presents the first negative effect media has on democracy which is Personal data capture and targeted messaging/advertising. With users leaving digital footprints almost everywhere they go, social media platforms can create portfolios of the user and target them with specific advertisements This leads to the formation of "echo chambers, polarization, and hyper-partisanship." Social media platforms, therefore, create bubbles, which are forever growing, of one-sided information and opinions, trapping the users and diminishing opportunities for information" .  Disinformation and Misinformation spread across social media by both state and private actors, mainly using bots. Each type poses a threat as it floods social media with multiple, competing realities shifting the truth, facts, and evidence to the side. Social media follows an algorithm that converts popularity into legitimacy. This is the idea that likes to create validity or mass support. In theory, it creates a distorted system of evaluating information and provides a false representation Finally, social media disrupts the public square. Some social media platforms have user policies and technical features that enable unintended consequences, such as hate speech, terrorist appeals, sexual and racial harassment, thus discouraging any civil debates. This leads the targeted groups to opt-out of participating in public discourse as much as social media has made it easier for the public to receive and access news and entertainment from their devices. It has been dangerous in terms of the rapid spread of fake news. The public is now easily accessible to those with the intent to spread disinformation information to harm and misled the public. Those in authority, officials, and the elite use their power to dominate the narratives on social media oftentimes to gain their support and misled them. Summary Media democracy is a democratic approach to media studies that advocates for the reform of mass media to strengthen public service broadcasting and develop participation in alternative media and citizen journalism to create a mass media system that informs and empowers all members of society and enhances democratic values. Media democracy advocates • Replacing the current corporate media model with one that operates democratically, rather than for-profit • Strengthening public service broadcasting • Incorporating the use of alternative media into the larger discourse • Increasing the role of citizen journalism • Turning a passive audience into active participants • Using the mass media to promote democratic ideals Some of the normative roles performed by media are classified as: The monitorial role, Facilitative role, Radical role, Collaborative role. Restrictions on media may exist either directly or indirectly. Media has been compared in the sense that it is the usage of media that determines how the content is considered, rather than the actual messages of the content. The government’s involvement in media is possibly due to distrust between the government and the media, as the government has criticized media before. Short Answer Type Questions: 1)What is Media Democracy? 2)What are the topics advocated by Media Democracy? 3)Explain the roles of Media Democracy. 4)Explain the restrictions on media. 5)Explain the criticism of Media Democracy. Multiple Choice Questions: 1.___________ is a place where anyone can contribute to important issues and topics of discussion. a)Mainstream Media b) Side stream media c) No stream media d) None Answer: Mainstream Media 2.______________encompasses the idea of the free and independent press. a)Media liberty b) Media Democracy c) Media organization d) All of them Answer: Media Democracy 3.Media is also defined as a _____________, a way of communicating with others. a) Manner b) Theme c) Medium 4) Source Answer: Medium 4._________________role includes the functions like scanning of the real world of people, status and events, and potentially relevant sources of information. a)Monitoring b) Screening c) Filtering d) Censorship Answer: Monitoring 5.Media Democracy uses ____________ as a means to improve the quality of public life and promote democratic forms. a) Communication b) Journalism c) Advertising d) Marketing Answer: Journalism 6.Going to the "root" of power relations and inequality and exposing their negative impacts upon the quality of everyday life and the health of democracy is _______________role of media. a)Censor b) Radical c) Normative d) None Answer: Radical 7) ___________________role of media helps to establish cordial relationship between media and government. a) Collaborative b) Radical c) Censorship d) Normative Answer: Collaborative 8) Restrictions on media can be direct and___________ a) Strict b) Severe c) Tough d) Indirect Answer: Indirect 9) Critic __________________has argued that that the tools given to government can easily be hijacked by malicious actors - both state and non-state - and in turn be used as a weapon against people. a) Julian King b) Aristotle c) Lasswell d) Drunker Answer: Julian King 10) ___________________ follows an algorithm that converts popularity into legitimacy. a) Internet b) Marketing c) Advertising d) Social Media Answer: Social Media 11) Media Democracy advocates: a) Increasing the role of citizen journalism b) Turning a passive audience into active participants c) Strengthening public service broadcasting d) All of them Answer: All Of them 12) Some of the normative roles performed by media are classified as: The monitorial role, Facilitative role, Radical role and ____________________ a) Collaborative b) Censorship c) Filter d) All of them Answer: Collaborative Role 13) Media Democracy includes campaigns like “Freedom of The Press”, “Broadband Access”, “Net Neutrality”, and __________________ a) Media Consolidation b) Media Monopoly c) Media Channel d) Media Neutrality Answer: Media Consolidation 14) In theory, media should be seen as a __________ for democracy. a) Supporter b) Critics c) Enabler d) Advocate Answer: Enabler 15) ______________ has given political parties the tools to reach a large number of people and can inform them of key issues ranging from policies to elections. a) Democracy b) Media c) News Channel d) All of them Answer: Media Media Culture And Its Production Structure • Media Culture  • Mass Culture  • Cultural production: • Media Culture Through Religion: • Symbolic Consumption: Learning objectives: • The learning objectives of this chapter are as follows: • Students will be familiar with the terms like Media Culture, Mass Culture, and Cultural Production. • Students will learn about Media Culture Through • Religion: • Symbolic Consumption: Media Culture And Its Production “Society not only continues to exist by transmission, by communication, but it may fairly be said to exist in transmission, in communication.” — John Dewey in Democracy and Education, 1916. More than one hundred years ago, John Dewey wrote in Democracy and Education that society is not only supported by various forms of communication but also enveloped in communication. Dewey reiterated what philosophers and scholars had noted for centuries: small groups, larger communities, and vast institutions — all the things that make up society — function with how communication flows within and between groups. Media Culture refers to the current Western capitalist society that emerged and developed from the 20th century, under the influence of mass media The term alludes to the overall impact and intellectual guidance exerted by the media (primarily TV, but also the press, radio, and cinema), not only on public opinion but also on tastes and values. The alternative term mass culture conveys the idea that such culture emerges spontaneously from the masses themselves as popular art did before the 20th century. The expression media culture, on the other hand, conveys the idea that such culture is the product of the mass media. Another alternative term for media culture is "image culture.”. Media culture, with its declinations of advertising and public relations, is often considered as a system centered on the manipulation of the mass of society. Corporate media are used primarily to represent and reproduce dominant ideologies. According to Altheide and Snow, media culture means that within a culture, the media increasingly influences other institutions (e.g. politics, religion, sports), which become constructed alongside a media logic. Since the 1950s, television has been the main medium for molding public opinion. Cultural production: The social processes involved in the generation and circulation of cultural forms, practices, values, and shared understandings are known as cultural production. Media Culture Through Religion: Media culture, in its mass marketing, has been compared to the role of religions in the past. It has been considered as taking the place of the old traditional religions. The waves of enthusiasm and fervent exaltation for a given product, a characteristic consumerist phenomenon, has been compared to the ecstasies of the convulsions and miracles of the old religious fetishism. Conversely, the Catholic Church, the dominant religious institution in the Western world, has been considered retrospectively as an antecedent and sophisticated form of public relations, advertiser, and multinational corporation, selling its product to a mass of worshipers/consumers. Symbolic Consumption: Consumer's decisions are based not only on the economic concept of the utility material goods provided but also on their symbolic value in terms of the search for one's self and place within the context of society and group identity. In other words, the products consumers purchase are part of creating a story about who they are and whom they identify with. Scholars view symbolic consumption as a social construct. A product is effective as an expression of identity only if the group shares a perception about the symbolic meaning of a product. These meanings are conveyed to consumers through advertising, magazines, and television. Jean-Paul Sartre wrote that under certain conditions things, or even people, can become part of an extended concept of "self". Consumers may develop a narrative of their life based on their consumption choices to hold on to or break continuity with their past, understand themselves, and express changes in their sense of self. The creation of a "lifestyle" association through consumption may mean avoiding past patterns of consumption that symbolize the old self or certain social groups. The symbolism of goods is based on socially shared beliefs. More recently, scholars turned to the concept of the mediatization of culture to address the various processes through which culture is influenced by the modus operandi of the media. On one hand, the media are cultural institutions and artifacts of their own, on the other hand, other domains have become dependent on the media and their various affordances Summary Media Culture refers to the current Western capitalist society that emerged and developed from the 20th century, under the influence of mass media The term alludes to the overall impact and intellectual guidance exerted by the media. The alternative term mass culture conveys the idea that such culture emerges spontaneously from the masses themselves as popular art did before the 20th century. The social processes involved in the generation and circulation of cultural forms, practices, values, and shared understandings are known as cultural production. Media culture, in its mass marketing, has been compared to the role of religions in the past. Scholars view symbolic consumption as a social construct. A product is effective as an expression of identity only if the group shares a perception about the symbolic meaning of a product. These meanings are conveyed to consumers through advertising, magazines, and television. Short Answer Type Questions: 1)What is Cultural production? 2)Explain Media Culture through: 3) Religion 4)Symbolic Consumption Multiple Choice Questions: 1)“Society not only continues to exist by transmission, by communication, but it may fairly be said to exist in transmission, in communication.” This definition was given by_____________________________ a) John Dewey b) John Michael c) Lasswell d) Gerbner Answer: John Dewey 2)The Book Democracy and Education was written in _____________ a)1916 b) 1917 c )1918 d) 1919 Answer: 1916 3) _________ refers to the current Western capitalist society that emerged and developed from the 20th century, under the influence of mass media. a) Media democracy b) Media Channel c) Media Culture d) Mass Media Answer: Media Culture 4) Another term for Media Culture is _________________________ a) Mass Culture b) Social Culture c) Culture d) None Answer: Mass culture 5) According to____________, media culture means that within a culture, the media increasingly influences other institutions a) John Dewey b) Altheide and Snow c) Lasswell d) Gerbner Answer: Altheide and Snow 6) The social processes involved in the generation and circulation of cultural forms, practices, values, and shared understandings are known as _________________ a) Mass media b) Mass culture c) Cultural production d) None Answer: Cultural production 7) _______________wrote that under certain conditions things, or even people, can become part of an extended concept of "self”. a) Jean-Paul Sartre  b) Altheide and Snow c) John Dewey d) None Answer: Jean-Paul Sartre  8) Scholars view __________________as a social construct. a) Religious Consumption b) Symbolic consumption c) Welfare Consumption d) None Answer: Symbolic consumption 9) Another alternative term for media culture is_______________________ a) Picture culture b) Image culture c) Sign culture d) Paint Culture Answer: Image Culture 10) Small groups, larger communities, and vast institutions — all the things that make up a __________________ a) Village b) Town c) City d) Society Answer: Society Media Organizations Structure • Media Organizations • Features of Media Organizations • Structure Of Media Organizations: • Structure of a Newspaper/News Agency • Structure of a Small Magazine • Structure of a Radio Station • Structure of a Television Station • How to study media organizations? • Media Content • Criticism: • Cultural Integration And Cultural Pollution • Pros & Cons of Cultural Integration • Cultural Pollution Learning Objectives: • In this chapter, students will learn about • Media Organizations • Features of Media Organizations • Structure Of Media Organizations: • How to study media organizations? • What is Media Content • Cultural Integration And Cultural Pollution • Pros & Cons of Cultural Integration • Cultural Pollution Media Organizations “Media Organization” is a deceptively simple term encompassing a countless array of institutions and individuals who differ in purpose, scope, method, and cultural context. Mass media include all forms of information communicated to large groups of people, form a handmade sign to an international news network. There is no standard for how large the audience needs to be before communication becomes “mass” communication. There are also no constraints on the type of information being presented. Features of Media Organizations Has to cater to different markets – consumer market/revenue vs. advertising market/revenue. Concerned about the social composition of the market – income and education levels, whether it is homogeneous or concentrated geographically. Competition between media and uniformity in terms of product. High ‘first’ copy cost – dependent on economies of scale and hence vulnerable to demand and advertising revenue. Ownership and control – how are the powers exercised? The pattern of media ownership and financial viability may have a direct relationship to the quality and quantity of coverage. Regardless of the pattern of ownership or the staffing situation, the concerned team should reach out to the reporter/writer in a specified manner. Generally, whether in a news agency, television or radio station, newspaper, or magazine, the structure is similar and a typical day is identical in content. There are several departments in every media organization - administration, engineering, commercial/advertising, editorial. For a communication campaign, the editorial may be the only important department because it is this department that is directly responsible for what is read, heard, or seen on the media. It is the department whose partnership is important for the successful construction of public goodwill and support. It is therefore useful that one has a sense of the structure of each media organization. Here we offer a general picture of a typical newspaper/news agency, news magazine, radio station, and television station. Structure of a Newspaper/News Agency Structure of a Small Magazine Structure of a Radio Station Structure of a Television Station How to study media organizations? Three Approaches: One can read Media Organization through three approaches. They are: Economic/Industrial Perspective: - looking at the distinctive features of media as economic enterprises. Political Economic Theory: - looks at the processes of concentration and the power of ownership but also the cultural and social implications of commercialization. Public Interest: - examine media structures according to a public interest perspective against the kinds of expectations imposed on it from a national and political perspective. Media Content Content is the information and experiences that are directed towards an end-user or audience. Content is "something that is expressed through a medium such as speech, writing, or any other arts" Content can be delivered via different media including the Internet, cinema, television, radio, smartphones, audio CDs, books, e-books, magazines, and live events, such as speeches, conferences, and stage performances. The content is what the user derives value from. Thus, "content" refers to the information provided through the medium, how the information was presented, as well as the added features included in the medium in which that information was delivered. The medium, however, provides little to no value to the end-user without the information and experiences that make up the content.  Communication theory philosopher Marshall McLuhan coined the phrase, "The medium is the message.”.   Another important thing about content, especially when it comes to professional content writing, is the value that you deliver. Unless your content is useful to the readers, it is not going to be useful to you or your brand. The author, producer, or publisher of a source or experience may or may not be directly responsible for the entire value that they attain as content in a specific context. For example, part of an original article may be rendered on another web page displaying the results of a user's search engine query grouped with headlines from other news publications and related advertisements. The value that the original headline has in this group of query results from the search engine as a medium may be very different from the value that it had as message content in its original article. Content leads to influence other people in creating their content, sometimes in a way that the original author could not plan. This feature, adding the option of user innovation in a medium, means that users can develop their content from existing content. Much social media content is derived in this way, by effectively re-cycling content in a slightly different format. Traditionally, the content was edited and tailored to the public through news editors, authors, and other kinds of content creators. However, not all content requires creative authoring or editing. Through recent technological developments, truth is found in philosopher Marshall McLuhan's idea of a global village; new technologies allow for instantaneous movement of information from every corner to every point at the same time causing the globe to be contracted into a village by electric technology, such as smartphones and automated sensors. These new technologies can record events anywhere for publishing and converting to potentially reach a global audience through various internet channels such as YouTube. Such recorded or transmitted information and visuals can be referred to as content. Content is no longer a product of only reputable sources; new technology has made primary sources of content more readily available to all. For example, a video of a politician giving a speech compared to an article written by a reporter who witnessed the speech. Media production and delivery technology may potentially enhance the value of content by formatting, filtering, and combining sources of content for new audiences with new contexts. The greatest value for a given source of content for a specific audience is often found through such electronic reworking of content as dynamic and real-time as the trends that fuel its interest. Less emphasis on value from content stored for possible use in its original form, and more emphasis on rapid re-purposing, reuse, and redeployment has led many publishers and media producers to view their primary function less as originators and more as transformers of content. Thus, one finds out that institutions, that used to focus on publishing printed materials, are now publishing both databases and software to combine content from various sources for a wider variety of audiences. Criticism: While the marketing and media world has broadly accepted the term "content", some writers complain about its inherent vulnerability towards misinterpretation. Others assert that the term devalues the work of authors or sets up a false analogy of information as material objects which biases any discussion using the word. Cultural Integration And Cultural Pollution This is when the people from a culture adopt the essence of another culture, such as its attitudes and ceremonies, while at the same time maintaining their own culture. This happens in many immigrant homes as a survival tool, regardless of where the individual moves to or is from. Cultural integration helps us all get along, improves familiarity and tolerance, and so reduces ignorance, fear, and hostility. It also paves the way to enjoy a wide variety of good ethnic food. Individuals maintain the familiar, usually at home, and the community, while they adopt the core practices of the new culture in public. Another facet of cultural integration is that people from other cultures introduce elements of their own culture to their new one. This can come in the form of music, food, attitudes, religion, arts, and many other cultural characteristics. People generally value the culture in which they're raised and view the elements of that culture as comforts. Thus, when somebody moves to an area with a different culture, it's natural for them to introduce the characteristics they find comforting. For example, there are many different types of restaurant choices in the United States that did not originate there. Chinese immigrants brought Chinese food, etc. The original religious beliefs in the United States were animistic, the belief that natural objects such as trees contain souls, but now every type of religious belief, no matter the culture of origin, is practiced. Foreign films have been adapted for American audiences and US films have been adapted for foreign markets. When people think of cultural integration, they generally use it in the context of globalization. This means that the world is becoming ideologically smaller due to the increased ease of transportation and the influx of better means of communication. Some people believe that this practice is harmful. After all, it blurs the lines between cultures, whereas others see it as positive because it creates harmony between cultures. Advantages of cultural integration are as follows: Pros & Cons of Cultural Integration • people of all cultures become used to one another and learn more about each other as individuals. • People get to enjoy and learn about the history, music, style, and dining of other cultures and enjoy the commonalities and differences. • People get to take pride in themselves while also living with people who may be different Disadvantages Of Cultural Integration: • People have tended to stick with their own culture when living in situations of interactive cultural differences. • Many a time cultural mocking and appropriation occur and it’s seen with much aggression • Culture may become blended and lost in time. It’s important to have things in common with people but we have to own up for history. Cultural Pollution ‘Culture’ implies customs, beliefs, art, and all the other products of human thought made by a particular group of people at a particular time. Culture provides a sense of identity; it defines who you are and maintains a sense of belonging. It validates our reason for being in this world, defining where we are headed in our lives. Cultural rules influence people to behave similarly, making it easier for them to identify with each other. It shapes attitudes, thinking, behavior, and values. It is also normative, defining the standard for judging values and behavior. Culture is also one of many things that are not the same throughout. It varies with the community distanced by color, creed, and geographical distribution. Cultural pollution is the defilement of culture. However, what is to be considered as cultural pollution is very much subjective and depends on one’s perspective. Example: During the onset and establishment of pop culture, both factions (the adults and the teenagers) were opinionative. The adults considered this newborn culture corruptive and a nuisance. In the meanwhile, the subversive and rebellious nature of pop culture fueled young souls. Culture is very much related to religion. Religion is key in the definition of a race or a group of people following a certain creed. It introduces a certain criterion, which depicts what is morally acceptable and what should be avoided on moral grounds. Deviation from such norms is not acceptable by the ethnic majority and is often followed by condemnation. But it is the senseless pursuit of fundamentalism that is mind-boggling. Extensive patronage of dogmatism and religious fanaticism often makes the practitioner do the unimaginable. This often results in fanaticism – practitioners going beyond strict adherence to their faith. An action under such an influence is radical and very much fundamentalist in nature irrespective of its inane or inhumane nature. Summary • Mass media include all forms of information communicated to large groups of people, form a handmade sign to an international news network. • Features of Media Organizations • Has to cater to different markets • Concerned about the social composition of the market • High ‘first’ copy cost • Ownership and control • Structure of media Organizations through a diagram. • How to study media organizations? • Economic/Industrial Perspective • Political Economic Theory • Public Interest • Content is the information and experiences that are directed towards an end-user or audience. Content is "something that is expressed through a medium such as speech, writing, or any other arts" Content can be delivered via different media including the Internet, cinema, television, radio, smartphones, audio CDs, books, e-books, magazines, and live events, such as speeches, conferences, and stage performances. • While the marketing and media world has broadly accepted the term "content", some writers complain about its inherent vulnerability towards misinterpretation. Others assert that the term devalues the work of authors or sets up a false analogy of information as material objects which biases any discussion using the word. • This is when the people from a culture adopt the essence of another culture, such as its attitudes and ceremonies, while at the same time maintaining their own culture. • Cultural pollution is the defilement of culture. However, what is to be considered as cultural pollution is very much subjective and depends on one’s perspective. Short Answer Type Questions 1)What is a Media organization? 2)What are the features of Media Organizations? 3)What is the structure of a Media Organization? 4)With the help of diagrams explain the structures of: a)Newspaper / News Agency b) Small Magazine c)Radio Station d)Television Station 5)How can one study Media Organisation? 6)What is Content and Media Content? 7)Explain the criticisms for Media Content 8)What is Cultural Integration? 9)What are the advantages of Cultural Integration? 10)what are the disadvantages of Cultural Integration? 11)What is Cultural Pollution? Multiple Choice Questions: 1) ____________include all forms of information communicated to large groups of people, form a handmade sign to an international news network. a) Mass media b) Social media c) Media d) Mass communication Answer: Mass media 2) For a communication campaign, the ______________ department may be the only important department because it is this department that is directly responsible for what is read, heard, or seen on the media. a) Editorial b) Administration c) Advertising d) Marketing Answer: Editorial 3) One can read Media Organization through how many approaches? a) 1 b) 2 c) 3 d) 4 Answer: 3 4) ______________looks at the processes of concentration and the power of ownership but also the cultural and social implications of commercialization. a) Economic perspective b) Political perspective c) Public interest d) Industrial Perspective Answer: Political Perspective 5) ____________ is the information and experiences that are directed towards an end-user or audience. a) Matter b) Content c) Subject d) None of them Answer: Content 6) The phrase "The medium is the message,” was coined by___________________. a) Lasswell b) Graham c) Marshall McLuhan  d) Gerbner Answer: Marshall McLuhan  7)Media production and ___________________may potentially enhance the value of content by formatting, filtering, and combining sources of content for new audiences with new contexts. a)Delivery technology b) Electronic Media c) Newspaper d) None Answer: Delivery Technology 8)when the people from a culture adopt the essence of another culture, such as its attitudes and ceremonies, while at the same time maintaining their own culture is known as _______________________ a)Cultural Integration b) Cultural Mix c) Cultural diversity d) Cultural ownership Answer: Cultural Integration 9)_________________ implies customs, beliefs, art, and all the other products of human thought made by a particular group of people at a particular time. a) Rituals b) traditions c) Culture d) None Answer: Culture 10) ------------------------- is the defilement of culture. a) Cultural pollution b) Cultural dust c) Cultural Peace d) None Answer: Cultural pollution 11)_________________ is key in the definition of a race or a group of people following a certain creed. a) Caste b) Culture c) Religion d) None Answer: Religion 12) Practitioners going beyond strict adherence to their faith is termed as _____________. a) Fanaticism b) Religious c) Follower d) None Answer: Fanaticism 13) Another term for the staffing situation is ______________________ a) Controller b) Ownership c) Proprietorship d) All of them Answer: Ownership 14) Marshall McLuhan gave the idea of_______________________ a) Global town b) Global summit c) Global Search d) Global Village Answer: Global Village 15. Cultural integration plays an important role in the process of__________. a) Colonialization b) Secularism c) Globalization d) None Answer: Globalizatio UNIT-IV Issues Of Media Monopoly Structure • What is Monopoly and media Monopoly? • Pattern Of Media Ownership • Types Of Media Ownership in India • Conclusion UNIT-IV Issues Of Media Monopoly Learning Objectives In this chapter, the students will learn about monopoly in Media. Topics to be covered here are: • What is Monopoly and media Monopoly? • Pattern Of Media Ownership • Types Of Media Ownership in India UNIT-IV Issues Of Media Monopoly The monopoly of communications media by one or a few countries on the international level is particularly notable in satellite transmission, film, and television production. It may be supported by restrictive legislation and is a result of the concentration of wealth and technological expertise in certain countries. An effective monopoly of certain media on an international level facilitates the spreading of propaganda and indoctrination, may give rise to subversive activities and corruption, and strengthens foreign influence and control. For example, cable services are the only source of international news used by a great many newspapers and other media in developing countries. The reportage of UPI, AP, or AFP, however, cannot assess the relevance of news to the interests of particular regions and their coverages may be biased or inadequate. A monopoly of media outlets such as newspapers, film, television, radio, and satellite broadcasting, maybe on a national or international level. A monopoly may be commercial or governmental, in which case it may be used directly or indirectly for propaganda purposes. Commercial monopoly may restrict freedom of expression according to the tolerance of its advertising clientele, may produce material only for the majority audience, or may use broadcasting to favor commercial interests. Media monopoly may facilitate repression and political control, and the continuance of existing inequalities, injustices, and exploitation. Pattern Of Media Ownership The Indian media market differs from those of developed countries in several ways. For one, India is a developing country and all segments of the media industry (including print and radio) are still growing unlike in developed countries. The media market in India remains highly fragmented, due to a large number of languages and the sheer size of the country. Types Of Media Ownership in India There are various types of media ownership. Many media organizations in the country are owned and controlled by a wide variety of entities including corporate bodies, societies trusts, and individuals. There are four major types of ownership of mass media. Chain, Cross-media, Conglomerate, and Vertical integration. Chain Ownership Chain ownership means the same media company owns numerous outlets in a single medium, a chain of newspapers, a series of radio stations, a string of television stations, or several book publishing companies. Chain ownership in India applies mostly to newspapers. Many publishing groups in India fall into this category such as the group headed by the Times of India, Hindustan Times, Indian Express, Statesman, Ananda Bazar Patrika, Hindu, Telegraph, and living media foundations. Cross Media Ownership Cross-media ownership is when the same company owns several other media along with the newspaper, magazines, musical labels, and publishers, and so on.  Cross-media ownership across the various carriers such as television, radio, or print; consolidation, including vertical integration among media operations of content, carrier, and distributor within a media segment such as television or radio; and market share dominance in given geography within each media segment. Conglomerate Ownership Conglomerate ownership means the ownership of several businesses one of which a media business. For example, when a publishing company owns a newspaper along with chemical, fertilizer, cement rubber or plastics factories, or a liquor brewery or distillery or a major corporation has controlling shares in several media-related businesses, the pattern is conglomerate. In a conglomerate, there will be interlocking of directorships, which means the same persons will be the director of a media company as well as of manufacturing industries or financial corporations. Their main business is the high-profit industry, but they run a media company for prestige or to exercise social and political influence on decision-makers in the private or public sector and the government of the day. Vertical  Integration Vertical integration indicates that a media company monopolizes the production of the ingredients that go into the making of media products. For example, a newspaper publisher may own several hundred areas of forests where the major components of a newspaper namely wood for newsprints cultivated. Some other newspaper companies may own a factory that produces the bulk of the printing ink or processes used in the industry. Certain film companies may own studies or industrial units producing film stocks or even a chain of theatres where the films are exhibited. If the present trend of cross-media, conglomerate, and vertical integration ownership continues, monopolization will result which will ultimately lead to the phenomenon of suppression not only of media freedom but also of the unbiased presentation of various points of view.  Conclusion The mass media in India is possibly dominated by less than a hundred large groups or conglomerates, which exercise considerable influence on what is read, heard, and watched. Further, the report calls attention to the fact that all restrictions on vertical integration are currently placed on companies. The large conglomerates of the Indian media are usually groups that own different companies. This allows them to have controlling stakes both in broadcasting and distribution by acquiring licenses under their different subsidiary companies, thus totally bypassing current restrictions and defeating the purpose of their existence in the first place. The report, therefore, suggests that restrictions no longer be placed on “companies” but on “entities” or groups, which would include large groups and conglomerates such as BCCL and Dainik Bhaskar. Summary The monopoly of communications media by one or a few countries on the international level is particularly notable in satellite transmission, film, and television production. An effective monopoly of certain media on an international level facilitates the spreading of propaganda and indoctrination, may give rise to subversive activities and corruption, and strengthens foreign influence and control. A monopoly of media outlets such as newspapers, film, television, radio, and satellite broadcasting, maybe on a national or international level. A monopoly may be commercial or governmental, in which case it may be used directly or indirectly for propaganda purposes. There are various types of media ownership. Many media organizations in the country are owned and controlled by a wide variety of entities including corporate bodies, societies trusts, and individuals. There are four major types of ownership of mass media. Chain, Cross-media, Conglomerate, and Vertical integration. Short Answer Types Questions: 1)Explain the concept of Media Monopoly. 2)What is Media Ownership? 3)Explain the types of Media Ownership in India. Multiple Choice Questions: 1)The monopoly of communications media on the international level is particularly notable in film, television production and ______________ a)Internet b) Websites c) satellite transmissions d) All of them Answer: Satellite Transmission 2)A monopoly may be governmental or ______________________ Commercial b) Capitalistic c) Socialistic d) All of them Answer: Commercial 3) There are ____________ major types of ownership of mass a) 2 b) 3) c) 4 d) 5 Answer: 4 4) ________________________ Ownership means the same media company owns numerous outlets in a single medium, a chain of newspapers, a series of radio stations, a string of television stations, or several book publishing companies. a) Cross Media b) Chain Media c) Vertical Media d) None Answer: Chain Media 5) _________________________Ownership is when the same company owns several other media along with the newspaper, magazines, musical labels, and publishers, and so on.  a)Conglomerate Media b) Cross Media c) Chain Media d) None Answer: Cross Media 6. ____________________ownership means the ownership of several businesses one of which a media business. a) Cross Media b) Chain Media c) Conglomerate Media d) None Answer: Conglomerate Media 7. Interlocking of directorships is a characteristic of which type of ownership?______________ a) Vertical Media b) Cross Media c) Conglomerate Media d) None Answer: Conglomerate Media 8)_____________________indicates that a media company monopolizes the production of the ingredients that go into the making of media products. a)Vertical integration b) Vertical Media c) Cross Media d) None Answer: Vertical integration 9)Commercial monopoly may restrict ________________ a)Freedom of expression b) Freedom of life c) Freedom to work d) Freedom to speech Answer: Freedom of expression 10). Which of the following is a type of ownership? a) Cross b) Vertical c) Conglomerate d) All of them Answer: All of Them Ethical Aspects Of Mass Media Structure ◦ Ethical Aspects Of Mass Media ◦ Ethics Of Mass Media ◦ Guidelines ◦ Online journalism ◦ Media integrity ◦ Media and Democracy ◦ Media ethics and public officials ◦ Differences between media ethics and other fields of applied ethic ◦ Attempts to develop a universal code of media ethics Ethical Aspects Of Mass Media Learning Objectives In this chapter, the student will be guided on ethics. The code, the guidelines, and ethics that a person working in media has to follow. The student will learn about Media integrity Media and democracy are also explained in the chapter so that everything is clearly explained to the students. Ethical Aspects Of Mass Media Media ethics is the best division of applied ethics dealing with the specific ethical principles and standards of media, including broadcast media, film, theatre, the arts, print media, and the internet. The field covers many varied and highly controversial topics, ranging from war journalism to Benetton ad campaigns. Media ethics promotes and defends values such as a universal respect for life and the rule of law and legality. Media Ethics defines and deals with ethical questions about how media should use texts and pictures provided by the citizens. Research and publications in the field of information ethics have been produced since the 1980’s Notable figures include Robert Hauptman,  Rafael Capurro, Barbara J. Kostrewski, and Charles Oppenheim discussing issues as the confidentiality of information, bias in the information provided to clients or consumers, the quality of data supplied by online vendors. Issues of moral principles and values as applied to the conduct, roles, and content of the mass media, in particular, journalism ethics and standards and marketing ethics; also the field of study concerned with this topic. Concerning news coverage, it includes issues such as impartiality, objectivity, balance, bias, privacy, and the public interest. More generally, it also includes stereotyping, taste and decency, obscenity, freedom of speech, advertising practices such as product placement, and legal issues such as defamation. On an institutional level, it includes debates over media ownership and control, commercialization, accountability, the relation of the media to the political system, issues arising from regulation, and deregulation. Ethics Of Mass Media Media Ethics is one of the most important aspects of Mass Media and is primarily taught in schools of journalism. Journalistic ethics tend to dominate media ethics, sometimes almost to the exclusion of other areas. The code of ethics in media was created by a suggestion from the 1947 Hutchins Commission. They suggested that newspapers, broadcasters, and journalists had started to become more responsible for journalism and thought they should be held accountable. Guidelines: The guidelines were set up around two important ideas. The first guideline is that "whoever enjoys a special measure of freedom, like a professional journalist, has an obligation to society to use their freedoms and powers responsibly." This guideline is useful so that people in power can be held liable in case their actions are not professional. People that have high media attention should not abuse the power. The second guideline that was established is "society's welfare is paramount, more important than individual careers or even individual rights. Again, holding people responsible for their actions and stating that society is more important due to the vast number of people that could be affected by poor behavior. The Hutchins Commission added another five guidelines specifically for the press. 1. Present meaningful news, accurate, and separated from opinion. 2. Serve as a forum for the exchange of comment and criticism and to expand access to diverse points of view. 3. Project a representative picture of the constituent groups in society" by avoiding stereotypes by including minority groups 4. Clarify the goals and values of society; implicit was an appeal to avoid pandering to the lowest common denominator. 5. Give broad coverage of what was known about the society All of these guidelines are important because the press is needed to maintain a neutral viewpoint, providing the basic facts and allowing readers to come up with their own opinions from the news that they report. Some of the ethics included are as follows: News manipulation: News can manipulate and can be manipulated. Governments and corporations may attempt to manipulate news media; governments, for example, by censorship, and corporations by share ownership. The methods of manipulation are subtle and many. Manipulation may be voluntary or involuntary. Those being manipulated may not be aware of this. Truth: Truth may conflict with many other values. Public interest: Revelation of military secrets and other sensitive government information may be contrary to the public interest, even if it is true. However, the public interest is not a term that is easy to define. Privacy. Salacious details of the lives of public figures is a central content element in many media. The publication is not necessarily justified simply because the information is true. Privacy is also a right and one which conflicts with free speech. Fantasy. Fantasy is an element of entertainment, which is a legitimate goal of media content. Journalism may mix fantasy and truth, with resulting ethical dilemmas. Taste. Photojournalists who cover war and disasters confront situations that may shock the sensitivities of their audiences. For example, human remains are rarely screened. The ethical issue is how far should one risk shocking an audience's sensitivities to correctly and fully report the truth. Conflict with the law. Journalistic ethics may conflict with the law over issues such as the protection of confidential news sources. There is also the question of the extent to which it is ethically acceptable to break the law to obtain news. For example, undercover reporters may be engaging in deception, trespass, and similar torts and crimes. Online journalism The Internet has shaped and redefined various ethical and moral issues for both online journalists and journalists utilizing online resources. While some journalists continue to adhere to ethical principles of traditional journalism, many journalists believe that with the absence of a mutually agreed-upon code of ethics specifically about internet ethics, and lack of literature dealing specifically with how the Internet impacts media ethics in journalism online, the online environment poses new threats to the profession. Some of the core issues of media ethics in online journalism include commercial pressures, accuracy, and credibility Media integrity Media integrity refers to the ability of a media outlet to serve the public interest and democratic process, making it resilient to institutional corruption within the media system, economy of influence, conflicting dependence, and political clientelism. Media integrity encompasses the following qualities of a media outlet: • independence from private or political interests • transparency about own financial interests • commitment to journalism ethics and standards • responsiveness to citizens The concept was devised particularly for the media systems in the region of southeast Europe, within the project South East European Media Observatory, gathering organizations that are part of the southeast European Network for Professionalization of Media (SEENPM). Media and Democracy In democratic countries, a special relationship exists between media and government. Although the freedom of the media may be constitutionally enshrined and have precise legal definition and enforcement, the exercise of that freedom by individual journalists is a matter of personal choice and ethics. Modern democratic government subsists in the representation of millions by hundreds. For the representatives to be accountable, and for the process of government to be transparent, effective communication paths must exist to their constituents. Today these paths consist primarily of the mass media, to the extent that if press freedom disappeared, so would most political accountability. In this area, media ethics merges with issues of civil rights and politics. Issues include: • Subversion of media independence by financial interests. Government monitoring of media for intelligence gathering against its people. See, for example, the NSA call database. Media ethics and public officials The media has manipulated the way public officials conduct themselves through the advancement of technology. Constant television coverage displays the legislative proceedings; exposing faster than ever before, unjust rulings throughout the government process.  Truth-telling is crucial in media ethics as any opposition to truth-telling is considered deception. Anything shown by the media whether print or video is considered to be original. When a statement is written in an article or a video is shown of a public official, it is the original “truthful” words of the individual official. Differences between media ethics and other fields of applied ethic The issues of freedom of speech and aesthetic values (taste) are primarily at home in media ethics. However, several issues distinguish media ethics as a field in its own right. A theoretical issue peculiar to media ethics is the identity of the observer and observed. The press is one of the primary guardians in a democratic society of many of the freedoms, rights, and duties discussed by other fields of applied ethics. In media ethics, the ethical obligations of the guardians themselves come more strongly into the foreground. A further self-referentiality or circular characteristic in media ethics is the questioning of its values. Meta-issues can become identical to the subject matter of media ethics. This is most strongly seen when artistic elements are considered.  Another characteristic of media ethics is the disparate nature of its goals. Ethical dilemmas emerge when goals conflict. The goals of media usage diverge sharply. Expressed in a consequentialist manner, media usage may be subject to pressures to maximize: economic profits, entertainment value, information provision, the upholding of democratic freedoms, the development of art and culture, fame, and vanity. Attempts to develop a universal code of media ethics Within the last two decades, numerous regional discussions have taken place in Europe, Latin America, Africa, and Asia to create a universal code of ethics for the information society. One of the core issues in developing a universal code for media ethics is the difficulty of finding a common ground between ethical principles from one culture to another. Also, such codes may be interpreted differently according to various moral and legal standards. Summary Media ethics is the best division of applied ethics dealing with the specific ethical principles and standards of media, including broadcast media, film, theatre, the arts, print media, and the internet. Media ethics promotes and defends values such as a universal respect for life and the rule of law and legality. Media Ethics defines and deals with ethical questions about how media should use texts and pictures provided by the citizens. Concerning news coverage, it includes issues such as impartiality, objectivity, balance, bias, privacy, and the public interest. More generally, it also includes stereotyping, taste and decency, obscenity, freedom of speech, advertising practices such as product placement, and legal issues such as defamation. The code of ethics in media was created by a suggestion from the 1947 Hutchins Commission. They suggested that newspapers, broadcasters, and journalists had started to become more responsible for journalism and thought they should be held accountable. Media integrity refers to the ability of a media outlet to serve the public interest and democratic process, making it resilient to institutional corruption within the media system, economy of influence, conflicting dependence, and political clientelism. The concept was devised particularly for the media systems in the region of southeast Europe, within the project South East European Media Observatory, gathering organizations that are part of the southeast European Network for Professionalization of Media (SEENPM). The media has manipulated the way public officials conduct themselves through the advancement of technology. Constant television coverage displays the legislative proceedings; exposing faster than ever before, unjust rulings throughout the government process.  Short Answer Type Questions: 1)What is Media Ethics? 2)when and by whom was the code of Media Ethics created? 3)What suggestion was provided by the Hutchins Commission concerning the code of media? 4)What guidelines were provided by the Hutchins Commissions for Media Code of Ethics. 5)What other ethics were added to the code of ethics? 6)What is Online Journalism? 7)What is Media Integrity? 8)Explain the concept of Media and Democracy. Multiple Choice Questions: 1) ___________________ deals with the specific ethical principles and standards of media, including broadcast media, film, theatre, the arts, print media, and the internet a)Media ethics b) Media culture c) Media training d) None Answer: Media Ethics 2) Research and publications in the field of information ethics have been produced since the ______________________ a) 1970’s b) 1980’s c) 1990’s d) 1960’s Answer: 1980’s 3) .____________________tend to dominate media ethics, sometimes almost to the exclusion of other areas. a) Journalistic ethics b) Socialistic ethics c) Capitalistic ethics d) None Answer: Journalistic ethics 4) Suggestion for code of ethics was given in the year _________________ a) 1945 b) 1946 c) 1947 d) 1948 Answer: 1947 5) The code of ethics in media was created by a suggestion from____________ Commission. a) Press Council b) Journalist Council c) Hutchins Commission d) None Answer: Hutchins Commission. 6) How many guidelines were given by Hutchins Commission? a) 5 b) 6 c) 7 d) 8 Answer: 5 7) _____________________can be voluntary or involuntary. a) Criticism b) Manipulation c) Censorship d) None Answer: Manipulation 8). _____________________is an element of entertainment, which is a legitimate goal of media content. a) Games b) Dance c) Fantasy d) None Answer: Fantasy 9). ___________________refers to the ability of a media outlet to serve the public interest and democratic process. a) Media dignity b) Media unity c) Media integrity d) None Answer: Media Integrity 10). Which of the following are a part of media ethics: a) Truth b) Public interest c) privacy d) All of them Answer: All of them CONCLUSION The D day as we say, has arrived. I have completed my book. At the end of my book, I would like to say that it was a pleasure to write this book. This book is very special to me as it's my first formal book. This book involves a lot of physical as well as mental hard work. Hours of searching researching and writing has been done for this book to present the way it is. The topics related to the principles of mass communications are very vast. So efforts have been taken to cover as many topics as possible. The idea behind this book is to help the students in getting information about mass communication and its principles. Lots of pictures and diagrams have been inculcated to keep the interest of the readers intact. Books without diagrams and pictures can be boring so we have done our best to keep motivating the students while studying. In the end, I would like to thank My Guruji for being with me while I continued with my work. Without his blessings, it would not have been possible. I would like to thank everyone associated with the project both at a personal and professional level. Bibliography 1. Dan Laughey Key Themes in Media Theories--- Rawat Publication. 2. Taylor, Rosegrant, Meyrs Communicating,---Prentice Hall 3.Allan and Barbara Pease The Definitive Book of Body Language--Munjal Publishing House 4.D.M. Silviera Personal Growth Companion--Classic Publishing 5.Edward De Bono How to Have a Beautiful Mind--Vermillion 6.M Theories of Mass Communication- De Fleur 2nd Edition, New York; David Mc Kay 7. Siebert, Fred S. Peterson Four Theories of Press, Urbana University of IllionoisTheodire B. and Sehramm W. Press. 8. The Process of Communication, New York-- Berlo, D.K. Halt Renehart and Winston 9. The effects of Mass Communications-- Klapper, J.T. 10. Mass Communication and Social Development- Dharmendra Singh Adhyayan Publications, New Delhi 11. Internet