The present research study focuses on mass communication. In the report, varied concepts and principles of mass communication are explained. Apart from this, theories of mass communication are explained. At the end of the report, critical evaluation of social media and movie is done in respect to their impact on individuals.
A1 Key core concepts and principles related to mass communication
Mass communication is considered as the domain where multiple firms operate and they for a message based on research and send it to the general public through varied channels of communication like newspaper, TV channels and magazines. Core concepts with respect to mass communication are as follows.
• Mass: It is the one of the major concepts of the mass communication which refers to the group of people or individuals that collectively form a body whose size is not possible to measure (Cacciatore, Scheufele and Iyengar, 2016). It can be said that mass refers to the people or large public that receive specific info from multiple channels of communication.
• Mass communication and mass media: Both these are completely different from each other, but appear to have same meaning. Mass communication refers to the process under which particular message is sent for wide population that reside in the specific geographic area (Different theories used in mass communication., 2017). Mass media indicate technology or infra by using which data are gathered and processed by technicians or experts and then communicated to people through varied channels of communication.
B2 Discuss and debate varied areas of mass communication
Social media now a day’s become tool where people are taking the side of particular thought and even endorse false statement. Celebrities often give aggressive statements on social media and their followers start believing in it. Such kind of things leads to riots. Similarly, through movies negative image of a particular society is created among people. This divide people of the nation in terms of religion and diverse groups do not trust each other which negatively affect nation (Simonson,. and Park, 2015).
However, there are also positive sides of movie and social media. Through movies people comes to know about developments that are happening in science or may happen in future. On social media people comes to know the opinion of others on particular topics in which they are interested. This assists them to come near to reality of the world.
It is concluded that media is a powerful tool to influence individual thoughts and due to this reason people must closely analyze facts presented by social media. By doing proper research individuals must form perception in respect to any topic.
Books and journals
Akpobo, O., 2015. Mass media health communication: imperative for sustainable health development in Nigeria. Mgbakoigba: Journal of African Studies. 4. 1-6.
Cacciatore, M. A., Scheufele, D. A. and Iyengar, S., 2016. The end of framing as we know it… and the future of media effects. Mass Communication and Society. 19(1). 7-23.
Cramer, L. M., 2015. Teaching the foundations of media literacy in the basic communication course. The Forensic of Pi Kappa Delta. 100(100). 1.
Klinger, U. and Svensson, J., 2015. The emergence of network media logic in political communication: A theoretical approach. New media & society. 17(8). 1241-1257.
Pečiulis, Ž., 2016. Digital era: from mass media towards a mass of media. Filosofija. Sociologija. (3). 240-248.
Simonson, P. and Park, D. W., 2015. The IAMCR Story: Communication and media research in a global perspective. In The international history of communication study (pp. 108-124). Routledge.
Different theories used in mass communication., 2017. [Online]. Available through:< https://www.masscommunicationtalk.com/different-theories-used-mass-communication.html>