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The Four Pillars of Mass Communication

4 pillars of mass communication

Mass communication is the means through which individuals, firms and organizations convey their ideas or thoughts to a large group of people. It is a means of disseminating of information beyond physical and geographical restraints through various media. From smoke signals and town criers to radio and now social media, mass communication has always been an integral part of human life. With time and growth in mass media technologies, the reach and ambit of mass communication has expanded exponentially. Mass communication is used to change or mould opinions, encourage emotional reactions, impart knowledge and information, and even change behavioral patterns.

Mass communication is all around you. It is the ads you watch on TV, the statements issued in public interest on the radio, those annoying pop-ups when you surf the web, and even the hoardings you see by the curb when you are driving. Today, mass communication can be used to address the people of communities, cities, states, countries and even the whole world. Usually associated with fields of communication such as journalism and advertising, mass communication has had to be redefined of late due to the advent of the internet.

Here are some of the most widely used methods of mass communication in greater detail:

  • Print Publications

The oldest form of mass communication still relevant to this day, books, pamphlets, newspapers, magazines, periodicals and journals all form a part of the print publication industry. They are used to share news, convey opinion, narrate stories and produce research papers among many other things. Text, symbols, illustrations, images and other forms of static visual communications all form a part of the print media and are often used in various combinations and permutations with each other to deliver messages to wide audiences.

 

  • Radio

Radio is a medium through which electromagnetic signals are delivered over long distances. These signals are sent out through transmitters and obtained by receivers. Radio is also one of the oldest and most cost-effective forms of communication. Being exclusively auditory in nature, the spoken word, music and other audio cues are used to help create the communique on radio. Music programs, news bulletins, advertisements, stories, and more can be heard on the radio today.

 

  • Television and Cinema

As audio-visual means of communication, television and cinema hold the advantage in terms of diversity amongst these traditional forms of media. Moving pictures and sounds work in confluence with each other to provide clips that are often engaging and entertaining. One of the biggest industries the world over, everything – from news and live events to soap operas and films – is shared through this medium.

 

  • The Internet

The latest and possibly the greatest avenue of communication is the internet. Combining the singular attributes of all the aforementioned media, the internet is an entity that is fast becoming the most important medium of information globally. Nourished by an ever-growing community of users across various platforms such as computers, tablets and smartphones, the internet provides quick and easily accessible information in a variety of formats. Messages and emails, podcasts, websites, blogs, videos and social media – all form part of the mass communication package that is the internet.

The Indian media industry is already quite expensive and still continues to grow. Here is an excerpt taken from the Indian Brand Equity Foundation that provides evidence for this assertion:

“The Indian media & entertainment sector is expected to grow at a Compound Annual Growth Rate (CAGR) of 13.9 per cent year-on-year to reach Rs. 196,400 crore (US$ 28.82 billion) by 2019. In 2015, the overall Media and Entertainment industry grew 11.7 per cent over 2014.”

Clearly, the media industry is on the cusp of new heights in India and it is a great opportunity for aspirants to take strides in the field. Check out Seamedu’s all-encompassing courses in Broadcast Journalism and Marketing Communications Management and contact us to know how these programs can help you develop into a well-rounded professional in the world of media.