Mass communication

MASS COMMUNICATION

BY: CHELDY S. ELUMBA-PABLEO,MPA;LLB

FLOW OF COMMUNICATION

CHELDY S. ELUMBA-PABLEO,MPA;LlB

MASS COMMUNICATION

Media practitioner/entities

Tv/emedia Broadcasting

Print/Public Relation

Audience/public

Ideas/opinion/decision making

information

Determining factor of what kind of society/community


AS COMPARED TO INTERPERSONAL AND ORGANIZATIONAL COMMUNICATION

Unlike in Interpersonal and organizational communication which focuses on a single source of information dissemination to a diversified audience, MASS COMMUNICATION mainly concerns on the ‘CONTENT’ of information being disseminated.

How the content is relayed to the audience that shapes the publics opinion, attitude, behaviour, belief and perspective in life.


FOUR MAJOR FIELDS OF MASS COMMUNICATION

Journalism (print media) Broadcasting (television, radio,

emedia) Advertising Public Relations ( memo and

circulars)


OBJECTIVES OF MASS COMMUNICATION


TO INFORM

Matters of general interests


TO RAISE PUBLIC OPINION


TO PLAY DIPLOMATIC ROLE TO EXERCISE INFLUENCE IN INTERNATIONAL POLITICS


TO EXPLAIN PUBLIC POLICY


TO FACE EMERGENCIES

Peace and order

Natural calamities

strikes


TO IMPLEMENT EDUCATIONAL PROGRAMS

Easy and convenient way of learning


TO ENTERTAIN AND SOCIALIZE


FUNCTIONS

information

interpretation

instructive

bonding

diversion

gatekeeping

SOCIETY/COMMUNITY


INFORMATION FUNCTION

a need for information to satisfy curiosity, reduce uncertainty, and better understand how we fit into the world.CHELDY S. ELUMBA-

PABLEO,MPA;LlB

INFORMATION FUNCTION

The amount and availability of information now is very overwhelming compared 20 years ago where there is no internet access, no social network, no cellular phones, television or radio broadcasting that will reach the far flung communities.

The only information that they could get is through the newspaper which will only have its publication once or twice a week and with a delayed information because of the dissemination and transportation system.


INTERPRETATION FUNCTION

Media outlets interpret messages in more or less explicit and ethical ways.


INTERPRETATION

Newspaper Editorials, radio commentary programs have been long explicit interpretation of current events and political commentary that is full of subjective interpretation.

Most are often about their motives, political inclinations.

They interpret issues according to their personal necessity. Although there are still those who are still factual and not bias in their interpretation.


INSTRUCTIVE FUNCTION

Some media outlets exist to cultivate knowledge by teaching instead of just relaying information.


EXAMPLES OF INSTRUCTIVE NETWORKS

Major instructive networks such as CNN, Discovery Channels, serves a mixture of information.CHELDY S. ELUMBA-PABLEO,MPA;LlB

BONDING FUNCTION

Media outlets can bring people closer together, which serves the bonding function.


BONDING FUNCTION

People share common values and interest can gather on online forums like facebook, twitter, instagram.

They can exchange ideas, laugh together, give sympathy that will create a strong bonding relationship. They create, connect and reconnect friends, family and the people around the world.


DIVERSION FUNCTION

We all use the media to escape our day-to-day lives, to distract us from our upcoming exam, or to help us relax


DIVERSION

A saying that goes: “all work without play will make a child dull” is indeed very true. When a person becomes a ZOMBIE, he becomes unproductive and becomes so easily irritated that will show off a potential clients away. Thus relaxation is not bad at all.


GATEKEEPING

“WATCH DOG”- This watchdog role is intended to keep government from taking too much power from the people and overstepping their bounds.

Central to this role is the notion that the press works independently of the government.


GATEKEEPERS

Media practitioners serves as the eyes and ears of the people.

They engage in investigative reporting which uncover danger or corruption so that public can demand change.

They are expected to present a factual, fair and accurate reports.


ROLE OF MEDIA IN THE SOCIETY

- Fundamentally a function of how this society chooses to use the media that ultimately leave the final judgment to the viewers or the public to decide on a particular issue.


HOW IT AFFECTS THE PEOPLE AND THE SOCIETY

Everyone depends on information and communication to keep our lives moving through daily activities like work, education, health care, leisure activities, entertainment, travelling, personal relationships, and the other stuff with which we are involved in media.


SOCIAL AWARENESSBring radical change

influence

political

social

economic

educational

personal

religious

personal

aesthetic


Education

Mass communication