Describe the role of radio in mass communication
Answers
radio give us the news
pls mark as brainliat
Communicators use several media to transmit a message (a thought, idea, opinion, and attitude) to the readers, listeners and or viewers. These media: film, print, broadcasting, are used differently by people for various purposes. Each mass medium has its own distinct nature and characteristics. For example, print medium (newspapers, magazines, etc.) provide detailed information which can be kept for a longer period; accessed whenever needed and used by many persons at a convenient time. Films can be watched and enjoyed at one single place (cinema hall) by many people in large or small groups, or at homes through television sets. Broadcasting on radio and television can bring voices and pictures to a large number of listeners and viewers from long distance.
Thus, we see every medium of mass communication works in its own unique way and carries the message far and wide. Each medium has its advantages and limitations in the areas of operation, influence and impact. For instance, print depends on the ability to read. For communicating a message to a child or an illiterate person, television, film or radio would be effective while the print medium will not be relevant. Every medium uses its strengths to provide information, education and entertainment to the public.
1.2 Meaning and Definition
In order to appreciate the role of radio as a medium of mass communication, we need to understand what is the concept of communication, what are the various functions and types of communication.
The word ‘Communication’ is derived from the Latin word “cornmunis”, which means, to make common or to share. There are numerous definitions of communication, and there is yet no agreement on any single definition. Some of the more functional definitions of communication describe it as “the transfer or conveying of meaning” (Oxford dictionary)”, transrnission of stimuli” (Colin Cherry), “one mind affecting another” (Claude Shannon); “one system influences another” (Charles E. Osgood), “the mechanism through which human relations exist and develop,” or “sharing of experience on the basis of commonness” (Wilbur Schramm).
“Thus, communication is, a process of sharing or exchange of ideas, information, knowledge, attitude or feeling among two or more persons through certain signs and symbols”.