Introduction to Media
and Communication
What is communication ?
• The word communication has originated from a Latin word
“Communes” which means something common.
• Communication is a process of exchanging information,
ideas, thoughts, feeling and emotions through speech
signals, writing or behavior.
• In communication process, a sender encodes a message and
then using a medium and send it to appropriate feedback
using a medium
Types of Communication
Intrapersonal Communication
Interpersonal Communication
Group Communication
Mass Communication
Non – Verbal Communication
Intrapersonal Communication
• Intrapersonal communication is a communicator's
internal use of language or thought.
• It can be useful to envision intrapersonal
communication occurring in the mind of the individual
in a model which contains a sender, receiver, and
feedback loop.
Interpersonal Communication
• Interpersonal communication is an exchange of
information between two people.
• It is also an area of study and research that seeks to
understand how humans use verbal and nonverbal cues
to accomplish a number of personal and relational
goals.
Group Communication
• Communication in small groups is interpersonal
communication within groups.
• Group communication is a mode of communication in an
organization, between employers and employees, and
employees in teams/groups.
• Group communication can further be looked from an
marketing perspective as communicating to a group of
people or target customers in order to market a product.
Mass Communication
• Mass communication is the study of how people exchange
their information through mass media to large segments of
the population at the same time with an amazing speed.
• In other words, mass communication refers to imparting and
exchanging information on a large scale to a wide range of
people.
Non Verbal Communication
• Nonverbal communication refers to gestures, facial
expressions, tone of voice, eye contact (or lack thereof),
body language, posture, and other ways people can
communicate without using language.
Mass Media
• Mass media refers to 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.
• Newspapers Magazines etc. and Online Media.
Functions of Mass Media
• Mass media are the means of public communication
reaching to the large, scattered, heterogeneous and
anonymous audience at the same time.
• Mass media have been proved a boon to human society.
Nothing has influenced the lives of modern men as the mass
media have.
• Mass media are the powerful means that do not only
influence today’s world but also shape the globe of
tomorrow.
• In this case, mass medium perform essential task in order to
cast its effect to the audience and maintain the society.
Information
• Dissemination of information is the major function of mass
media.
• Since information is knowledge and knowledge is power,
media offer authentic and timely facts and opinions about
various event and situations to mass audience as informative
items.
• Information provided by mass media can be opinionated,
objective, subjective, primary and secondary.
• Informative functions of mass media also lets the audience
knows about the happening around them and come to the
truth.
• Media disseminates information mostly through news
broadcast on radio, TV, as well as columns of the newspaper
or magazines. Moreover, advertisements are also mainly for
information purpose.
Education
• Media provide education and information side by side. It
provides education in different subjects to people of all
levels. They try to educate people directly or indirectly using
different forms of content.
• Distance education program, for example, is a direct
approach. Dramas, documentaries, interviews, feature
stories and many other programs are prepared to educate
people indirectly.
• Especially in the developing country, mass media is used as
effective tools for mass awareness.
Entertainment
• The other important function of mass media is the
entertainment. It is also views as the most obvious
function of media. Actually, entertainment is a kind of
performance that provides pleasure to people.
• Mass media fulfill this function by providing
amusement and assist in reducing tension to large
degree. Newspaper and magazines, radio, television
and online medium offer stories, films, serials, and
comics to entertain their audience.
• Sports, news, film review, columns on art and fashion are
other instances. It makes audience recreational and leisure
time more enjoyable.
• But these days, media have comprised information and
education in the entertaining programs. The fusion of
entertainment and information is called infotainment.
Similarly, the inclusion of education in entertaining programs
is regarded as edutainment.
Persuasion
• It is another function of mass media. Persuasion involves making
influence on others mind. Mass media influence audience in
varieties of ways.
• Media content builds opinions and sets agendas in the public
mind. It influences votes, changes attitudes and moderates
behavior.
• Using editorials, articles, commentaries and among others, mass
media persuades audience. However, all audiences are not well
known about it.
• Many of them become influenced or motivated unknowingly
towards it. Advertisement is the example which is designed to
persuade.
•Discussion
•Cultural Promotion
•Integration
