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History & Industry of Mass Communication

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History & Industry of Mass Communication Edited with the trial version of Foxit Advanced PDF Editor To remove this notice, visit: www.foxitsoftware.com/shopping History & Industry of Mass Communication Study Material for Students 1 1111111 Edited with the trial version of Foxit Advanced PDF Editor To remove this notice, visit: www.foxitsoftware.com/shopping History & Industry of Mass Communication CAREER OPPORTUNITIES IN MEDIA WORLD Mass communication is institutionalized and source specific. It functions through well-organized professionals and has an ever increasing interlace. Mass media has a global availability and it has converted the whole world in to a global village. A qualified professional can take up a job of educating, entertaining, informing, persuading, interpreting, and guiding. Working in print media offers the opportunities to be a news reporter, news presenter, an editor, a feature writer, a photojournalist, etc. Electronic media offers great opportunities of being a news reporter, news editor, newsreader, programme host, interviewer, cameraman, producer, director, etc. Other titles of Mass Communication professionals are script writer, production assistant, technical director, floor manager, lighting director, scenic director, coordinator, creative director, advertiser, media planner, media consultant, public relation officer, counselor, front office executive, event manager and others. 2 Edited with the trial version of Foxit Advanced PDF Editor To remove this notice, visit: www.foxitsoftware.com/shopping History & Industry of Mass Communication INTRODUCTION This book comprise of five units. First unit of this book explains the meaning and significance of mass communication. The unit will explain the importance mass communication by tracing the history of Mass Communication through different Eras. This unit also introduces you to the stages in the Development of Advertising. Second unit of the book is an introduction to Journalism and thus will discuss the role, censorship and power of the Press. The unit shall also elaborate on the making of the Newspaper and discuss the code and ethics of journalism in detail. Third unit will try to find out the psychology of Media Audiences. The Public opinion and two-step flow of information are also discussed in this unit. Fourth unit is models of mass communication. This unit helps you to know each model and understand the relation between mass communication and media audiences. Fifth unit will discuss and analyze certain media issues like media imperialism, Democratization communication and culture, and others. 3 Edited with the trial version of Foxit Advanced PDF Editor To remove this notice, visit: www.foxitsoftware.com/shopping History & Industry of Mass Communication INDEX 1 INTRODUCTION TO MASS COMMUNICATION 4-24 1.1 Globalization 1.2 Eras of Mass Communication 1.3 Stages in History of Advertising 2 INTRODUCTION TO JOURNALISM 25-58 2.1 Role, Power & Censorship in the Press 2.2 Making of a Newspaper: 2.2.1 News Reporting 2.2.2 Investigative and Interpretive Reporting 2.2.3 Sub Editor 2.2.4 Headlines 2.2.5 Feature Writing and Interviews. 2.3 Press codes & Ethics, Code of Ethics in Indian Journalism 2.4 Press Councils guide to Journalistic Ethics. 3 THE PSYCHOLOGY AND SOCIOLOGY OF 59-71 MEDIA AUDIENCES 3.1 Introduction Media Audiences: 3.1.1 The Psychology of Audiences 3.1.2 Group by Group 3.1.3 Types of groups 3.1.4 The Mass Audiences and their nature, the public and the public opinion 3.2 The two step flow of information 3.2.1 Mass media and public opinion 3.3 Agenda setting. 4 MODELS OF COMMUNICATION 72-84 4.1 Kiatz and Lazarfield’s two-step model 4.2 Ball-Rockreach and Deflier’s Dependency model 4.3 Model of Agenda setting and effects 4.4 Model of Gate-keeping by White, Gatung and Rouge. 5 ISSUES IN COMMUNICATION 85 -99 5.1 New world of communication order recommended by Mcbridge 5.2 Media Imperialism, Democratization communication and culture. Summery 96 Questions for Practice 99 Suggested Reading 100 4 Edited with the trial version of Foxit Advanced PDF Editor To remove this notice, visit: www.foxitsoftware.com/shopping : History & Industry of Mass Communication SYLLABUS UNIT 1. INTRODUCTION TO MASS COMMUNICATION Eras of Mass Communication, Globalization, Stages in History of Advertising UNIT 2. INTRODUCTION TO JOURNALISM Role, Power & Censorship in the Press Making of a Newspaper: News Reporting, Investigative and Interpretive Reporting, Sub Editor, Headlines, Feature Writing and Interviews. Press codes & Ethics, Code of Ethics in Indian Journalism, Press Councils guide to Journalistic Ethics. UNIT 3. THE PSYCHOLOGY AND SOCIOLOGY OF MEDIA AUDIENCES Introduction Media Audiences: The Psychology of Audiences, Group by Group, Types of groups, The Mass Audiences and their nature, the public and the public opinion, The two step flow of information, Mass media and public opinion, Agenda setting. UNIT 4. MODELS OF COMMUNICATION Kiatz and Lazarfield’s two-step model, Ball-Rockreach and Deflier’s Dependency model, Model of Agenda setting and effects, Model of Gate-keeping by White, Gatung and Rouge. UNIT 5. ISSUES IN COMMUNICATION New world of communication order recommended by Mcbridge, Media Imperialism, Democratization communication and culture. 5 Edited with the trial version of Foxit Advanced PDF Editor To remove this notice, visit: www.foxitsoftware.com/shopping History & Industry of Mass Communication UNIT 1. INTRODUCTION TO MASS COMMUNICATION OBJECTIVES To understand the meaning of Mass Communication To discuss the Eras of history of Mass Communication To study the importance ‘Globalization’ To study and trace the stages in history of Advertising INTRODUCTION Mass Communication involves communication with the mass audiences and hence the name Mass Communication. When we are thinking, it is intra-personal communication, when there is face-to-face conversation between two people it is interpersonal communication, college lecture or speech would be an example of group communication, but there is another level of communication when we read newspapers, magazines, listen to Radio or watch TV. This would be called ‘Mass communication’ as the message is reached to the masses through different media. Mass Communication is defined as ‘any mechanical device that multiples messages and takes it to a large number of people simultaneously’. Face to face conversation is called interpersonal communication, a college lecture or a public speech will be examples of group communication, when we are involved in thinking process, and it is intra-personal communication. In addition to all these types of communication we also indulge in yet another level of communication when we read newspapers, magazines or books, listen to radio or watch TV. As the message is communicated to a very large number of people or to a mass of people, it is called Mass communication. Mass communication is unique and different from interpersonal communication as it is a special kind of communication in which the nature of the audience and the feedback is different from that of interpersonal communication. Mass communication is the term used to describe the academic study of various means by which individuals and entities relay information to large segments of the population all at once through mass media. 6 Edited with the trial version of Foxit Advanced PDF Editor To remove this notice, visit: www.foxitsoftware.com/shopping History & Industry of Mass Communication Both mass communication and mass media are generally considered synonymous for the sake of convenience. The media through which messages are being transmitted include radio, TV, newspapers, magazines, films, records, tape recorders, video cassette recorders, internet, etc. and require large organizations and electronic devices to put across the message. Mass communication is a special kind of communication in which the nature of the audience and the feedback is different from that of interpersonal communication. Mass communication can also be defined as ‘a process whereby mass produced messages are transmitted to large, anonymous and heterogeneous masses of receivers’. By ‘mass produced’ we mean putting the content or message of mass communication in a form suitable to be distributed to large masses of people. ‘Heterogeneous’ means that the individual members of the mass are from a wide variety of classes of the society. ‘Anonymous’ means the individuals in the mass do not know each other. The source or sender of message in mass communication does not know the individual members of the mass. Also the receivers in mass communication are physically separated from each other and share no physical proximity. Finally, the individual members forming a mass are not united. They have no social organization and no customs and traditions, no established sets of rules, no structure or status role and no established leadership. 1.1. GLOBALIZATION In its literal sense is the process of transformation of local or regional things or phenomena into global ones. It can also be used to describe a process by which the people of the world are unified. Globalization is a set of processes leading to the integration of economic, cultural, political, and social systems across borders. It is the increasing integration of economies and societies around the world, transcending the boundaries of the nation state, particularly through international trade and the flow of capital, ideas and people, the transfer of culture and technology, and the development of transnational regulations. It is the concept used to recognize the continuing integration of local, regional, and national economies which now form a larger economic. Thus, it is a complex series of economic, social, technological, cultural, 7 Edited with the trial version of Foxit Advanced PDF Editor To remove this notice, visit: www.foxitsoftware.com/shopping History & Industry of Mass Communication and political changes seen as increasing, integration, and interaction between people and companies in disparate locations. Today, the Global Village is mostly used as a metaphor to describe the Internet and World Wide Marshall McLuhan came up with the phrase "the global village" as a Web.
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