what is mass communication ? explain different types of communication? explain significance of communication?
Answers
Mass communication is the process of imparting and exchanging information through mass media to large segments of the population. It is usually understood for relating to various forms of media, as these technologies are used for the dissemination of information, of which journalism and advertising are part of. Mass communication differs from other forms of communication, such as interpersonal communication and organizational communication, because it focuses on particular resources transmitting information to numerous receivers. The study of mass communication is chiefly concerned with how the content of mass communication persuades or otherwise affects the behavior, the attitude, opinion, or emotion of the people receiving the information.
Normally, transmission of messages to many persons at a time is called mass communication. But in a complete sense, mass communication can be understood as the process of extensive circulation of information within regions and across the globe.
Through mass communication, information can be transmitted quickly to many people who generally stay far away from the sources of information. Mass communication is practiced multiple mediums, such as radio, television, social networking, billboards, newspapers, magazines, film, and the Internet.
Advertising, in relation to mass communication, is marketing a product or service in a persuasive manner that encourages the audience to buy the product or use the service. Because advertising generally takes place through some form of mass media, such as television, studying the effects and methods of advertising is relevant to the study of mass communication. Advertising is the paid, impersonal, one-way marketing of persuasive information from a sponsor. Through mass communication channels, the sponsor promotes the adoption of products or ideas. Advertisers have full control of the message being sent to their audience.[2]
Answer:
Mass communication is the communication of information from a person, small group of people, or an organization to a large group of heterogeneous and anonymous people. Common communication channels in mass communication include television, radio, social media, and print media.
Explanation:
Types of Communication
1. Formal Communication
Formal communications are the one which flows
through the official channels designed in the organizational chart. It may take place between a superior and a subordinate, a subordinate and a superior or among the same cadre employees or managers. These communications can be oral or in writing and are generally recorded and filed in the office.
Formal communication may be further classified as Vertical communication and Horizontal communication.
Vertical Communication
Vertical Communications as the name suggests flows vertically upwards or downwards through formal channels. Upward communication refers to the flow of communication from a subordinate to a superior whereas downward communication flows from a superior to a subordinate.
Application for grant of leave, submission of a progress report, request for loans etc. are some of the examples of upward communication. Sending notice to employees to attend a meeting, delegating work to the subordinates, informing them about the company policies, etc. are some examples of downward communication.
Horizontal Communication
Horizontal or lateral communication takes place between one division and another. For example, a production manager may contact the finance manager to discuss the delivery of raw material or its purchase.
Types of communication networks in formal communication:
- Single chain: In this type of network communications flows from every superior to his subordinate through a single chain
- Wheel: In this network, all subordinates under one superior communicate through him only. They are not allowed to talk among themselves.
- Circular: In this type of network, the communication moves in a circle. Each person is able to communicate with his adjoining two persons only.
- Free flow: In this network, each person can communicate with any other person freely. There is no restriction.
- Inverted V: In this type of network, a subordinate is allowed to communicate with his immediate superior as well as his superior’s superior also. However, in the latter case, only ordained communication takes place.
2. Informal Communication
Any communication that takes place without following the formal channels of communication is said to be informal communication. The Informal communication is often referred to as the ‘grapevine’ as it spreads throughout the organization and in all directions without any regard to the levels of authority.
The informal communication spreads rapidly, often gets distorted and it is very difficult to detect the source of such communication. It also leads to rumors which are not true. People’s behavior is often affected by the rumors and informal discussions which sometimes may hamper the work environment.
However, sometimes these channels may be helpful as they carry information rapidly and, therefore, may be useful to the manager at times. Informal channels are also used by the managers to transmit information in order to know the reactions of his/her subordinates.
Types of Grapevine network:
Single strand: In this network, each person communicates with the other in a sequence.
Gossip network: In this type of network, each person communicates with all other persons on a non-selective basis.
Probability network: In this network, the individual communicates randomly with other individuals.
Cluster Network: In this network, the individual communicates with only those people whom he trusts. Out of these four types of networks, the Cluster network is the most popular in organization's.
The Significance of Communication
Organisations are totally reliant on communication, which is defined as the exchange of ideas, messages, or information by speech, signals, or writing. Without communication, organisations would not function. If communication is diminished or hampered, the entire organization suffers. When communication is thorough, accurate, and timely, the organization tends to be vibrant and effective.