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Lecture notes Diploma In Business Management Entrepreneurship Education, ISBN: 9783030488024
Lecture notes Diploma In Business Management Entrepreneurship Education
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STUDY NOTESWeek 3
1. Introduction
Mass communication is a force that affects every sphere (area) of our daily lives
and much of our knowledge is acquired through mass communication..
2. Outcomes:
Recognize the main forms of mass media
The communication process employed by the mass media
List the functions of the mass media
Language employed by the mass media
Manipulative reporting
Propaganda
Advertising in the mass media
Principles, requirements and effective advertising
3. Notes:
THE MAIN MASS MEDIA
Main types of mass media include:
The print media: This includes newspapers, pamphlets, posters, billboards and magazines
The audio media: This includes radio and audio cassettes
The audio visual: This includes cinema, video cassettes and television
The electronic media: Internet information system
, THE COMMUNICATION PROCESS USED BY MASS MEDIA
Components of the mass communication process :
Sender (Transmitter): The sender (transmitter) represents the person who speaks on
behalf of an organized group. E.g. Managing Director or Public Relation Officer of a
company announcing a large sponsorship, the editor of a newspaper the readership on a
daily newspaper
Receiver (Target audience): This is the ultimate destination of a message.
Channel: This indicates the route (way) through which the message reaches the target
audience. E.g. TVs, radios, satellite dish, decoder.
Message: This refers to the information sent from the sender to the receiver.
Interference: This refers to communication barriers obstructing the process of mass
communication.
Physical barriers such as power failure, loud external noise from
aircraft and motorbikes may lead to the channel being
ineffective.
Semantic barriers occur when the audience does not understand
the language or certain words used by the sender.
Perceptual barriers occur when a receiver has a negative point of
view or a view that is contrary to that of the sender.
CHARACTERISTICS OF MASS COMMUNICATION
Participants are groups and not individuals
Complicated technology equipment is used
There is no direct feedback between the sender and the receiver
The sender does not know the receiver personally
Although the message is directed to a particular group of people, it is not directed to a
specific person.
FUNCTIONS OF MASS MEDIA
The news function: responsible for informing the audience about news worthy events. E.g.
explaining things that are happening
The watchdog function (moral watch dog of society): responsible for informing the public
about moral issues and lobbying support for moral issues that concern the public or
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