UNIT 1

Structure
1.0 Objectives
1.1 ~ntduction
1.2 Communications .
1.2.1 Menning . ~ Definition
d
1.2.2 hnctions of Communicntions
1.2.3 Process Md Elements of Communications

1.3 Kinds of Communication

1.3.1 Inmpersonal Communication
1.3.2 Interpersonal Communication
1.3.3 Group Communication
1.3.4 . Maes Communicadon
1.4 Mass Media
1.4.1 Reach and Access
1.4.2 Impact of Mass Communicdon
1.5 Let Us Sum Up
1.6 Further Reading
1.7 Check Your Progress : Model Answers

1.0 OBJECTIVES

This unit is designed to introduce to you the fundamentals of communications and

the way they operate. The study of the various aspects of communications will help *
us to understand the dynamics of the communication process and the importance of
communications in our social and professional life. After having studied this unit
you should be able to :
define communication and explain its meaning;
explain its importance;
diagram the communication process;
identify and discuss the essential elements of communication and the role each
of these elements plays in communication process;
compare and contrast different types of communications;
identify different mass media and trace their reach and access; and
discuss the impact of mass communication.

1.1 INTRODUCTION

Communication is universal to all human beings and is central to our lives. In fact,
it regulates and shapes all human behaviour. Therefore, it is important to have a
clear understanding ,of the concepts of communication. What is communication?
Why is it important to us? How does it work? What are the elemenp in the
communication proceks and how do they relate and set the communication process
in motion? And what are the different types of communication that we are engaged
in? These are some of the questions that are dealt with here. Keeping these
questions in mind while we study this unit will help us not only in understanding
the meaning and process of communication but also in identifying tools for effective
communication
Introduction to Communlatlons
1.2 COMMUNICATION

We shall start now with the definitions and meanings of communication. In this
sub-section we will also discuss the functions, process and elements of
communication.

Activity 1 -
4
Before you start reading this unit, please quieten yourself, calm yourself. Now
list. down all the things that you have done in the last 24 hours. For
example, you might have written a letter to your friend, or you might have
read the newspaper. May be you helped a fellow passenger in a crowded bus
or you might have quarrelled with a person over the possession of a seat in
the compartment of a train. .

While doing such things you must have conveyed something to a person or .:

some persons. These are all acts of communication. You have used different
ways to give or'get information. Think of all these ways and also the
information you sought to give and get. Use the space below for your
activity.

.............................................................................................................................
......I ................................................................

.............................................................................................................................
.............................................................................................................................
.............................................................................................................................
s -l

1.2.1 Meaning and Definition

Dreaming, talking with someone, arguing in a discussion, speaking in public, reading
a newspaper, watching a TV programme etc. are all different kinds of
communication that we are engaged in every day. It means that we are constantly
exchanging our thoughts. ideas, and motions with someone or other either to satisfy
our physical, emotional or other needs or to get work done. It is obvious that
communication is an integral part of one's life. In fact, society cannot survive in
the absence of communication.
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),
"transmission of stimuli" (Colin Cherry), "one mind affecting another" (CJaude
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).
Communication is more than mere transferring or transmission of ideas or thoughts.
It is not a static act as some of the earlier definitions suggest but it is a dynamic
process of action and interaction towards a desired goal, as suggested by later .
definitions. Communication is, therefore, a process of sharing or exchange of
ideas, information, knowledge, attitude or feellng among two or more persons
through certain signs odd symbols.
What do we And in this definition? It says that two or more persons are involved
in the act, the one who gives information (sender) and the one who receives it
(receiver). What is being shared? -
An idea or an information or an attitude
(message). And through what means? The information is shared or exchanged
through certain signs and symbols; it could be language, oral or written. While
sharing and exchanging ideas or information with others, we are actually interacting
with people and establishing a kind of relationship that helps us to achieve the task
set before us.

1.2.2 Functions of CoarawRiration

You have just been acquainted with some definitions of communication.
Communication needs a sender, a receiver, and a chaanel, be it language, paint,
song, or anything. Just think what will happen if you are asked not to communicate
with anyone for a period of one month: no talking or writing, no singing or
shouting, no painting or anything else which may enable you to give expression to
your ideas, attitudes, and emotions. You may discover that life is meaningless. You
may feel that your survival is threatened.

Communication is vital for human existence, and for the progress of humanity. No
person, group or society can exist without interaction with others. Think for a
moment what would happen to us if we did not talk with anyone at home; didn't
listen to lectures at school or college, didn't speak to friends and co-workers, or
didn't play games or watch TV or films? And what would life be like in the
absence of news, views, facts, figures or information? Obviously, we would be
miserable and would miss out on many opportunities and challenges offering us .
security and success in our personal and professional life. Beiag at the heart of all
social action and interaction, communication functi.ns as a relating tool that
creates understanding, facibtes work, and, strengthens collective living among
people.

Essentially, the primary function of communication is to inform, instruct/educate,

entertain and influence/persuade people to make them function smoothly and
effectively. Besides, communication has a secondary knction to perform as well;
through debates and discussion, cultural promotion a d integration, it fosters
consensus, creativity, and understanding among people, groups, and societies so that
they live in peace and harmony. Each of these funcbns has been discussed below :

I) Infomation : Suppose you were not informed about Ayodhya incident, bomb
blasts in Bombay and Calcutta, and preventive measures which could be
adopted to avoid AIDS disease. The quality of your life would be poorer
without these bits of information. In the Western countries, information is now
regarded as power.. The more informed you are, the more powerful you
become. Those who have access to information can take advantage of it in
their own interest. Communication provides us emormous information about the
environment in which we live. Information such as news of war, danger, crisis,
famine etc. is important for that helps us in taking appropriate steps to
safeguard our interests.
lntroductlontoCommunieat~ons 2) Instruction : One of the major functions of communication is to instruct,
educate, and socialize the members of the society. All these functions start
early in life, at home or in school, and continue till one completes the full
cycle of life. Communication prov~desa fund of knowledge, expertise, and
skills that enable people to operate as effective members of society. It also
creates awareness, @yes direction and opportunity to people so that they
actively participate in public life.

3) Entertainment : Human beings must be entertained to break the monotony of

. routine and divert their attention from the trouhles and tensions of daily life.
The diversion should not be taken as a negative element. Such diversion has a
positive role in our life, it revital~sesour personality and even educates us. I
am sure you must have watched some Charlie Chaplin or Laurel and Hardy .
movies. They entertain and at the same time comment on life. We cannot but
learn a lot about life from these comedies. Communication provides boundless
entertainment to people through pictures, films, music, drama, dance, art,
literature, comedy, sports, games etc.

4) Persuasion : One of the most important functions of communicat~onis to

persuade the other party (Aristotle). Why is it so? Because persuasion helps in
reaching decision or consensus on public policy so that it is possible to control
and govern. But it is possible that one may resort to persuasion with a bad
motive. The receiver must be careful about the source of such persuasion.

5) Debate and Discussion : It is through debate and discussion in media that the
public can clarify different viewpoints on issues of public interest and arrive at
a general agreement on matters that concern all. It is important for them to
find out the reasons for such debates and discussions. Are the contend~ngsides
represented equally? Is any of the contending parties under pressure to toe a
certain line? Such critical appraisal of debates and discussions would benefit the
users.
6) Cultural Promotion : Communication provides opportunity for culture to be Communication
preserved and promoted. It stimulates individuals to pursue and fulfill their
creative urges. But, then, one must be critical and ask questions : whose culture
is being promoted, anyway? Ultimately, what motives do the senders of such
cultural programmes have?
7) Integration : Communication is a great integrating tool. Through a fund of
knowledge or information, individuals, groups or cultures come to know one
another, understand and appreciate other's ways of life and thereby develop
tolerance towards one another. It can also be the greatest disintegrating tool.
Whose culture do we watch in the telecasts of Doordarshan everyday? Are these
programmes helping us to understand our cultural ethos better? One must
constantly ponder over this.
: Check Your Progress 1
Note : i) Use the space below for your answers.
ii) Compare your answers with those given at the end of this unit.
1) You have just learnt the different functions of communication. These are
information, education, entertainment, persuasion, debate and discussion,
cultural promotion and integration. You must be viewing Doordarshan
programmes. Please. make an assessment of the following Doordarshan
programmes as per their functions.
News, Surabhi, The World This Week, Parakh, and the telecast of Hindi
films on Saturdays.
.....................................................................................................................
.....................................................................................................................
.....................................................................................................................
.....................................................................................................................
.....................................................................................................................

: Activity 2
, 1) Try to find out how much time you devote each day on communicating
(a) with yourself, (b) with others at home, (c) at college with classmates
and teachers, at work place with co-workers, and (d) at pleasure haunts.
Also, find out for how much time each day you are not communicating
at all. Think about the purpose behind each communication and analyse
the outcome of it in terms of success and failure.
 .-

Introducllon to Communlcadons 1.3.3 Process w d ~ie;6entsof Communication

Communication is a d y n d c process involving a series of actions and reactions
with a view tw achieving a goal. How does it work? Think that you are in
conversation with your friend. You, as a sender or communicator, formulate
(encode) an idta or message as best as you can, and pass on the message to your
friend, who to the best of his ability receives or acts on the message (decodes). He
responds by formulaming his own message and communicates to you (feedback). If
you think your message is understood or well received by your friend, then you go
ahead with the next idea that you have in mind and the conversation goes on and
on. Communication is, therefore, a two way process, that is, the ability to receive is
as important as the ability to send. For successful communication, feedback is
crucial because it tells how your messages are being interpreted, It can make or
break the communication process. A complete act of cornmunic&on is shown in
Diagram 1.

DIPgurr 1.1 : A Complete Act of C o m m a t i o n

Here the communicator is the encoder, the message is symbol (verbal or non-
verbal), the channel is one of the transmission medium, the receiver is the decoder,
feedback is the respunse to the message, and noise is any interruption that breaks
down the communication.

These, in fact, are the essential elements or ingredients which facilitate the
communication process. Let us examine what role each element plays in the entire
communication process and how all of them are important in making communication
effective.

Communicator (sender or encoder) is the one who initiates the communication

process. He may be an editor, a reporter, a film maker, a teacher, a writer, a .
speaker, a leader or anybody who takes the initiative to start a dialogue. Before one
speaks or writes, the message is conceptudised first and then encoded. An effective
communication depends on the communication skill, knowledge level, and attitude of
the communicator and how he desires to affect his receiver (David K. Berlo). An
ability t13 think, to organise thoughts quickly, and express himself effectively are
some of the attributes of a good communicator.

The criteria of communication skill, knowledge level, and attitude mentioned in the
preceding para need a little elaboration and explanation. What is' meant by
'communication skill'? Somebody who uses appropriate words, sentences, tone, etc.
may be called a good communicator. He does not fumble, does not look for words
and all that he says is accompanied by appropriate gestures and delivered at an
acceptable pace. (In this light, try to find out whether or not you are a good
communicator). Another element which is mentioned here is knowledge level. We
must be able to find out the knowledge level of persons on a particular topic before
we start the dialogue. Suppose ~ r A. would like to talk about the political systems
of Italy to Mr. B. And Mr. B does not know anything about Italy's political
system. How would they communicate? And what would happen to the process of
communication? Then, we mentioned the word 'attitude'. A person must never look
down upon the people with whom he communicates. He must never think that the
receivers are inferior to him. The attitude of a person shopld be mature and the
minimum respect due to the other person must be extended to'him.
Encoding is the formulation of messages in the commuaicator's mind, that is, the
communicator not only translates his purpose (ideas, thoughts or information) into a
message but also decides on the medium to communicate his planned message. He
must choose the media (speaking, writing, signaling or gesturing) that the receiver
can comprehend well. For instance, an illiterate receiver wiM - fail to understand a
written message, but can understand ,it well if told orally.

A message is what a communicator actually produces far transmission using spoken

or written words, photographs, paintings; films, posters, etc. A great deal of skill
and effort is required to formulate a message, the meaning of which' should be
lunderstandable to the receiver. Actually the purpose of communication is to
influence the receiver and get favourable responses so that appropriate decisions can
be taken. The success of communication, therefore, depends on what we say and
I how we say it. A message can enhance or distort effective communication. For

instance, .in an interview your intention is to impress interviewer; but if you give
answers whose meaning is not clear, the interviewer may perceive that you are
incompetent for the job.

A channel is the vehicle through which a message is crtnied from the

communicator to the receiver. The channels of communication arc many-written,
spoken, verbal, non-verbal, mass media like TV, radio, newspapers, books etc.
Choosing the appropriate channel, one most suitablk for the message as well as the
receiver, is a complicated task. Success and failure of communication depends on
the selection of the right channel. For example, if you have prepared a campaign on
'National Integration', what media would you choosc to reach the intended
audience? And even after selecting the media .you have to decide if it is feasible
costwise; taking into account the number of people and the kind of people who will
be exposed to your message, and certain other factors. .Actually your intention or
desire would be to reach out to the maximum number ef people but for efficient
cmmunication your attempt should be to niinimise time and cost in the total
information exchange effort.

The receiver, at the other end of the communication, is the recipient of the
message and must possess the same orientation as the oommunicator. If the receiver
does not have the ability to listep, to read, to think, he will not be able to receive
and decqde the messages in the manner the cbmmunic&or wants him ,to. For
effective. communication, the receiver is the most important link in the
comu.nication process.
Decoding is the interpretation of the message by the receiver. Actually, the receiver
looks for the meaning in the message which is common to both the receiver and
the communicator. >

Feedback is the response or acknowledgement of receiver to the communicator's

message. Thc exchange is possible only if the receiver responds. Even through
fluttering eyelids, raising an eyebrow, making a face, organising a point and asking
for explanation, the message is shaped and reshaped by the communicator and the
receiver until the meaning becomes clear. In this way both participants in
communication interact and constantly exchange roles. rn face-to-face communication
the receiver responds naturally, directly and immediately. This provides the
communicator an opportunity to improve and make his communication effective.
Feedback, thus, provides an opportunity to evaluate what is right or wrong about a ,
particular communication. It helps to regulate the conversation among two or more
individuals and also stimulates and reinforces an idea that is desired to be
communicated.

Noise is an interruption that can creep in at any point of the conpnunication

process and make it ineffective. Environment is one major cause that interferes with
message reception : like noises from the roadside. constaflt chattering of individuals
outside the communication act, blaring loudspeaker, faulty transmission etc. Noise
can occur in other forms, also; poor handwriting, heavy accent or soft speech,
communication in a poorly lit rm,n etc. In fact, theses are barriers to effective
coinmunication. For smooth and effective communication, it is necessary to
eliminate or reduce noise as far as possible.
Introduction to Communications
Check Your Prog;ess 2

Note: i) Use the space below for your answers.

ii) Compare your answers with those given at the end of this unit,

Suppose'you have been asked to talk to the youngpeople of a village about

the benefits of planting trees. As a person with fairly good exposure in
communication, how would you present your talk? What are the
communication materials which you think could be of great help?

...............................................................................................................................
...............................................................................................................................
...............................................................................................................................
...............................................................................................................................

1.3 KINDS OF COMMUNICATION

Human beings are engaged in a variety of communication acts. These are (i)
Intrapersonal Communication; (ii) Interpersonal Communication (iii) Group
Communication; and (iv) Mass Communication. Although each type appears to have
distinctive features, they are all much alike in the sense that one enters into a
meaningful relationship with one or more persons by means of signs and symbols.
The following discussion on types of communication will provide us with the
understanding of different communication situations in which people interact with
each other or disseminate information.

1.3.1 Intrapersonal Communication

It refers to communication that transpires inside a person; and this happens all the
time. It is like talking to oneself, listening to oneself and relating one to oneself.
Intrapersonal or auto-communication, therefore, is important in contemplating,
conceptualizing and formulating our thoughts or ideas before we actually indulge in
overt communication. Just think about your daily activities and involvement with
others in the form of a dialogue, etc. Every time you do something or speak you
rehearse it first within yourself. Isn't it?

1.3.2 Interpersonal Communication

This is the universal form of communication that takes place between two
individuals. Since it is person-to-person contact, it includes everyday exchanges that
may be formal or infoimal and can take place anywhere by means of words,
sounds, facial expression, gestures and postures.
In interpersonal communication, there is face-to-face interaction between two
persons, that is, both are sending and receiving messages. This is an idcal and
b effective communication situation because you can get immediate feedback. You can . Communication
clarify and emphasize many points through your expressions, gestures and voice. In
interpersonal communication, therefore, it is possible to influence the other person
and persuade him or her to accept your point of view. Since there is proximity
between sender and receiver, interpersonal communication has emotional appeal too;
it can motivate, encourage, and coordinate work more effectively then any other
form of communication. Also, in a crisis, through interpersonal channel, flow of
information is tremendous e.g. news of violence, famine or disaster.

1.3.3 Group Communication

Group communication is an extension of interpersonal communication where more
than two individuals are involved in exchange of ideas, skills, and interests. Groups
provide an opportunity for people to come together to discuss and exchange views
of common interest. There could be many different groups for as many different
reasons. For instance, casually formed groups with friends over a drink, coffee
break, games, dances or religious gatherings have a different purpose than that of
groups attending a meeting or seminar to help fight AIDS or interacting with
committee members to draft a proposal.

Communication in a group, small or big, serves many goals includ~ngcollective

decision making, self-expression, increasing one's effect, elevating one's status, and
relaxation.

Group communication is considered effective as it provides an opportunity for direct

interaction among the members of the group, it helps in bringing about changes in
attitude and beliefs. Group communication has limitations too, as group interaction
is time consuming and often inefficient, especially in an emergency. Besides,
imbalances in status, skills and goals, may distort the process and the outcome
sharp1y.

1.3.4 Mass Communication

Outside the realm of interpersonal communication exists another form of.
communication which involves communication with mass audiences and hence rhe
name mass communication; and the channels through which this kind of
colnmunication takes place are referred to as mass media. Both mass communication
and mass media are generally considered synonymous for the sake of convenience.
Mass communication is unique and different from interpersonal communication as is
evident from the following definition. Any mechanical device that multiplies
messages and takes it to a large number of people simultaneously is called mass
communication. The media through which messages are being transmitted include
radio, TV, newspapers, magazines, films, records, tape recorders, video cassette
recorders, etc., and require large organisations and electronic devices to put across
the messages.
Looking at the definition, it is clear that mass communication is a special kind of
communication in which the nature of the audience and the feedback is different
from that of interpersonal communication. An examination of these components will
help in understanding the nature of mass communication itself.
Introduction toCommunlcations Audience : Whosoever is the recipient of mass media content constitutes its
audience. For ingance, individuals reading newspapers, watching a film in a theater,
listening to radio or watching television, are situations where audience is large,
heterogeneous, anonymous in character and physically separated from the
communicator both in terms of space and time. A large audience means that the
receivers are massa of people not assembled at a siogk place. It may come in
different sims depending upon the media through which the message is sent. For
TV network programmes, for example, there could be millions of viewers, but only
a few thousand readers for a book or a journal. By eaoa-US, we mean that the
receivers of the messages tend to be strangers to one another and to the source of
those messages. So with respect to the communicator, the message is addressed "to
whom it may concern". Also the audience tends to.be heterogeneous rather than
homogeneous in the sense that messages are sent to people in all walks of life each
person with unique characteristics.

Feedback : As compared to intrepersonal communication, feedback in mass media is

slow and weak. It is not instantaneous or direct as in face to face exchange and is
invariably delayed. Feedback in mass media is rather a cmulative response which
the source gets after a coisiderable gap in time. i t is often expressed in quantitative
terms: like circulation figures of newspapers and magazines, the popularity of a
movie at box office, success of a book on the basis of its sales, or the findings of. a

public opinion polls and on the basis of other feedback &vices which are used to
detennirie what is acceptable or unacceptable to different audiences. In all such
cases, considerable time ahd money are required to process the feedback received
from the audience. Therefore, delayed and expensive feedback is ingrained in mass
media.

7-
i
1.4 MASS MEDIA

'The mass media, the vehicles of mass communication, are many. The prominent
ones whikh have become hous old names are newspapers, magazines, books, radio,
9
film, television and, more recently, satellite TV and cable TV. Mass Media is
broadly divided into print media and electronic media. While the print media are
the oldest, having a history of about five hundred years, the electronic media are
products of the 20th century technologi'cal revolution. All media are expensive and
need huge organisations to collect, process, formulate and disseminate information,
views, entertainment and advertising to enormous, scattered, heterogeneous audiences
simultaneously.

The mass media have assumed a significant place in our life. Individually or
collectively they serve the needs of various audiences who have specific preferences.
Some audiences want entertainment, sports news, films, plays, serials, dance, music,
ctc. Others may have greater interest in news and views. Yet others seek guidance
to solve thtir socio-economic problems. Each medium is powerful in its own right
in serving people- and each has gone through several 'stages of development due to
prossure and comp6tition 'from newer communication technologies.

Prlnt Medh which include newspapers, magazines, books' and other printed matter,
have.scrved the literate society for long. Their growth, however, was slow in the
beginning but as the demand for education and information increased, they evolved
quickly and flourished greatly. The twentieth' century has seen the rapid growth of
t>e newspaper industry and, to withstand the challenges posed by newer electronic
communication, hewcpapers have adopted the latest technology, like computerisation,
to speed up the production process and improve their quality. Newspapers have
added coloured Sunday and Saturday supplements to sustain the interest of the
readers. Coloured glossy magazines, which appeal to specific segments of the
society, have mushroomed.
1
Traditionally, newspapers have a local?emphasis which serves the interests of a
specific community with news, comments, features, photographs and advertising.
Now we have all kinds of newspapers-big, medium and small. The majority of
them are local in nature but there are some big metropolitan dailies, national in
character, catering to the interests of audiences in many parts of the country. Some
big newspapers have multiple editions coming out from several cities. Among such
newspapers are 'The Hindustan Times', 'Navbharat Times', 'The Times of India',
'Indian Express' and 'The Statesman'.

Electronic Media are radio, television, satellite TV, Cable TV, cinema etc. which
are essentially entertainment media. They are different from print media in many
ways. They provide instantaneous communication and their impact is greater. They
need electricity for speedy delivery of messages across distances and to the masses
that are geographically, culturally, intellectually, and emotionally separated from one
another. Electronic media are quicker than print media the latter takes more time
for mass production and delivery to a widely dispersed population.

The Radio : Out nation's radio audience has grown manifold s i n 9 its inception in
the 1920s. The network has expanded a great deal and it offers a daily service for
many hours transmitting news, comments, songs, music, comedies, thrillers, sports,
besides special programmes fbr children, youth, and farmers. One of thd best
advantages that radio has over other media is'that it can serve and entertain an
\-.* .
audience which is otherwise occupied. For instance, people can listen to it while
working at home, in the fields and factories and while travelling.

However, the radio medium has suffered a setback in the recent times under the
dynamic impact of TV;.it has lost a lot of its listening audience, especially urban
population which can afford TV and video for entertainment. But during a crisis it
is the radio that people turn to for news because it can report with speed. TV takes
time to reach the spot of occurrence with its heavy equipment and camera crew.
And, at times it may miss out prized information during war, violence, or accidents.
In such times radio has a clear dvantage over TV. Therefore, radio's importance
has not diminished but has rather enhanced because it is easy to handle while at
work, or during a walk or travel.

Recording industries too are thriving by providing popular music on tapes,

cassettes, audio-discs etc. Cassettes are also being used extensively in education.

Television, unlike other forms of mass media, has now become one of the most
powerful media of mass communication. With a modest beginning in the 1930s, it
has grown into a massive network of mass information and mass entertainment in
the world today. The attraction of the 'visualness' of the medium, the capacity ttl
beam images of actual events, people and places, is so great that people remain
glued to the TV set for hours.

Millions watched the live coverage of the war in the Persian Gulf and other
important happenings in recent times. This was possible due to the newer
development in network technologies Satellite-Cable television. Through the many
satellites in space which are linked via cable to the TV at home, TV now has
assumkd a significant role in providing the 'latest' and the 'best' happenings in the
world. This technological innovation has made unprecedented inroads into the
audiences that were earlier served in the spirit of public service broadcasting by
Doordarshan in India. The grip of foreign networks grip over millions in
metropolitan cities and smaller towns is getting tighter as they offer many channels
(CNN, STAR TV, BBC World Service, Zee TV and ATN) transmitting different
programmes simultaneously round the clock. Audiences now have multiple choices
ranging from news and information to entertainment of wide variety. Besides being
exposed to actual events, audiences of TV enjoy packages full of fiction, drama,
culture, sex, crime, violence, to mention just a few.

'Invasion' from the sky has thus shattered Doordarshan's monopoly. Unless
Doordarshan meets the challenges posed by the media giants like CNN, BBC and
others by producing indigenous programmes of competitive quality, its future seems
bleak.

Films are considered a major mass medium because of their mass appeal and
influence on society. India is the largest producer of feature films in the world.
Commercial cinema is all glamour and fantasy. The usual ingredients are sex, songs,
dances, crime, fights, melodrama, and comedy, all bordering on unreality. The idea
is to- prepare a cocktail of popular entertainment to ensure box office success. It is
these 'masala' films which are popular among the masses. These films set trends in
styles and tastes, dominate the popular radio and television entertainment
progtammes, provide spicy reading material not only for film magazines, which are
published in large numbers and are widely read, but also for most .of the other
popular magazines.

In the discussion that follows, we will examine the extent of the reach of mass
media in India, and the influence mass communication has on people in particular,
and society in general.

Check Your Progress 3

Note : i) Use the space below for your answers.

ii) Compare your answers with those given at the end of this unit. '
-' \
 Communication
9
1) Write two bqnefits that one can derive from each of the following types
of communication :

Intrapersonal , a) ...,.....................................................

Interpersonal a) .........................................................
b) .........................................................
Group a) .........................................................
b) .........................................................
Mass a) .........................................................
b) ...........:.............................................

Print medium

Radio -

Television

2) Write 10 points against television as a medium of mass communication.

1.4.1 Reach and Access

There has been rapid expansion of mass media all over the world in recent times.
Consequently, the mass media have become a major feature of our daily life. We
cannot do without the telephone, telex, film, radio, television, newspapers, etc.
Outside home and office, innumerable forms of mass media confront us -
billboards, wall writing, writings on all kinds of vehicles, pamphlets, leaflets,
brochures, booklets etc. People now have more access to mass media whose reach
is getting wider and wider due to technological advancement. m e extent of
expansion of mass media can be gauged by the increase over the past one decade,
i;; circulation of newspapers, number of radio and television receivers, satellites and
cable television operators.

The mass media are now not limited to urban population but have made inroads
into 'small towns and villages. Their expansion is evident practically in all the
countries of the world. The events that take place in the United States, Europe,
Russia or the Middle East, come immediately into our living rooms. In fact,' the-
I
I I
IntroductlontoCommu?lcations information and thereby have become more informed and educated, and are better
i
entertained and less apprehensive about each other's way of life that they were a
few decades ago.

However, despite the phenomenal growth of newspapers, TV, satellite and cable TV, '
I

radio network and films, their reach is largely limited to urban areas in India. The

I
vast rural population in the country still doesn't have access to mass media because
of various factors like low purchasing power, high illiteracy rates, non-availability of
electricity and channels. I

The print media, though a powerful means of dissemination of news, commepts

and knowledge, cater only to audiences that are literate. There are about 20,000
newspapers and other printed matter produced and consumed in major metropolitan
and big cities in the country but barely a small fraction of it reaches the rural
masses. The circulation is still low i.e. about 2 copies .per 100 persons, but the
readership is much higher as each copy is read by. 5-10 persons, especially in rural
areas. Even the illiterate masses have indirect access to this medium through
educated newspaper readers.

The television network has increased tremendously in the last one decade covering
78 per cent of the population. But TV receiving sets are mostly available in urban
homes and TV is out of reach of the majority of the rural masses. Only the rich in
a village have access to it. More recently satellite and cable television has stormed
the urban Indian homes. It has broken nation-state boundaries and opened the sky
for television. There are about 25,000 cable operators providing services all over the
country. But these are costly ventures and cater to the needs and aspirations of
upper and middle classes. And even if audiences in small towns and villages have
access to these sophisticated media, the messages are lost on them because they are
not area specific and lack local cultural flavour and relevance, which is so essential
for audiences to identify with and understand.

Radio is one of the significant media of mass communication. Government owned

All India Radio (AIR) has now the largest broadcasting network in the world. It
covers 80 per cent of the area and 90 per cent of the country's population, but
broadcast receiving facilities are limited. The total number of radioltransistor sets in
the country is estimated around 30 million which works out to 4.4 sets for 100
persons. Besides, there is a marked imbalance between the availability of radio sets
in rural and urban areas. It is estimated that over 80 per cent of radio sets are in
the hands of people living in urban areas who constitute only about 20 per cent of
the country's populatiop. Inspite of the imbalance, radio is the only medium which
is said to be truly a mass medium in Ind~abecause it is a low cost mobile means
of communication. The portable radio, in fact, is the poor man's compahion and
,hence has extended its reach widely.

Film has become a major medium of popular entertainment. About 800 films are
produced in India annually. Many of these are in Hindi and are very popular with
the masses. A large number of films &e produced regionally also, particularly in the
south, and their reach is wide. This may be so because regional films can better
present the social reality and cultural ethos of the people in a defined region in the
local language. As in the case of other media, film exhibition facilities in the
country are limited, too. Most of the cinema houses are in the metropolitan cities
and large towns. According to an estjmate, there are about 8 seats for a population
of one thousand. Comparatively, southern states have more cinema houses and
touring talkies than those in northern India. Inspite of the lack of screening
facilities, the lure for films makes people travel long distances to cities. This is so
perhaps because thejl want to escape from their dreary existence.
- /
In the light of the limited reach OF miss media and peoples' restricted access to
traditional media like folk songs, folk dance, folk theatre etc. are the real channels
of information and entertainment in rural India. Theij reach is wide because .they
are less expensive, more accessible, closer to the heart of the people,.participatory
..
* . ---. . .
 . .

. 6
Check Your Progress 4
.
.b

Note : . i) Use the space below for your answers.

',
, ii) Compare your answers with those given at the end of this unit.

1) We have just discussed the reach and access of mass media. Please
explain the terms 'reach' and 'access'.

...................................................................................................................
....................................................................................................................
....................................................................................................................
2) 'The reach of mass media is quite strong in India but, comparatively,
the access to them is very weak'. Do you agree with this statement?

I Yes t I No
If yes, please give 5 points to support youri answer :

...................................................................................................................
.....................................................................................................................
...................................................................................................................
...................................................................................................................
...................................................................................................................

3) What can be done to increase the access to media by the people?

Give 2 solutions.

...................................................................................................................
...................................................................................................................
....................................................................................................................
I
...................................................................................................................
I 1.4.2 Impact of Mass Communication
As stated earlier, we live 'in the age of mass communication in which mass
communication performs certain functions that are useful to us. Who wouldn't want
to be informed about events that significantly touch and influence one's life? Don't
we need some entertainment to get away from the drudgery of day to day livirig?
In a democracy, is it not necessary to shape the opinion of the public before
appropriate decisions are taken? Mass cornmunicat;on fulfills all these needs; and
additionally promotes extensive selling thcough advertising. While doing all this,
mass communication obviously influences people and society. But the question is,
what is the extent and nature of its impact?

Millions are exposed to a variety of messages each day. While many consumers of
media are satisfikd with atly single channel of mass communication, there are others.
who seek exposure to more than one channel. There is increasing anxiety about the
adverse effect of mass communication on society in general and individuals in
particular. There are obvious ferns. Are the consumers of mass media being
manipulated or brainwashed? Do the vi&nce, crime or sex in media .affect young
Introduction to Communications minds? Are the foreign programmes a threat to cultural and national identity? And
so on. Answers to these questions are not easy to come by as mass media do not
operate in the society in isolation. However, some observations can be made on the
positive and negative impact of mass communication on people.

By and large, mass communication messages are positive i.e. pro-communal

harmony, pro-environmental pro-national, anti-drugs, anti-AIDS, anti-war, anti-
terrorism, anti-social evils and so on. In fact, mass communication has helped in
promoting national integration and knowledge of our cultural heritage and creating
awareness among people about the socio-economic and political development of the
country. The Press, for instance, has played a significant role in shaping public
opinion against colonial rule and later in the development of independent modern
India. Broadcasting, under the government control, has been used as an instrument
of education, development, and social change. Even Bombay. 'masala films', which
are often accused of creating unhealthy social values, attitudes, and habits, have
contributed a great deal in promoting national integration, common culture, and the
national language of Hindi, throughout the length and breadth of the country.

The adverse effect of mass communication have bqen felt not so much from print
media as from exciting media like television and satellite cable TV. The audiences
of these electronic media, in the hope of getting lively entertainment at little cost,
are lapping up all that comes through the 'open sky', without discrimination,
without realizing their good or bad effects. In fact they are becoming helpless
victims of these pervasive media. The danger is from the programmes made with a
western perspective which are going to influence the world view and life style in
India and other Asian countries.

Besides, excessive advertising, 'alien' programmes, and mesmerising images have

tremendous impact on young minds. They give children ideas about a materialistic
culture that does not exist in their environment and create in them the desire for
things they can't possibly afford to have. An overdose of TV is bad, but an
overdose of foreign programmes is even more detrimental. Parents and teachers
express their concern about the adverse effect of 24 hours TV on children's studies
and health.

Thus, despite the restricted reach of mass media and the even more restricted access
to it especially in rural and far flung areas, mass communication affects our lives
positively by informing about the new developments around us, by entertaining us,
and influencing our attitudes, opinions, and actions vis-a-vis a variety of subjects
and issues.

We shall discuss in greater detail the impact of mass communication in Unit-V of

this block.

Check Your Progress 5 1

Note : i) Use the space below for your answers.

ii) Compare your answers with those given at the end of this unit.

1) Give examples of 5 negative impacts the television inay have on the

young people of our society.
.....................................................................................................................
.....................................................................................................................
.....................................................................................................................
............................................................................................. "......................
2) How can one minimise these five negative impact?
\ .....................................................................................................................
 Communication
I

.....................................................................................................................
.................................................................................................................... ,
* - ............................................................................ ;........................................ b
7

' Activity 3
1

List the number of mass media you are expos4 to. 'it

Which ones influence you the most?

.....................................................................................................................
.....................................................................................................................
.....................................................................................................................
.....................................................................................................................
.....................................................................................................................

1.5 LET US SUM UP

Compunication is central to all human activities and is an integral part of one's

life. It is an essential dimension for meaningful coexistence and harmonious group
living. Communication is a dynamic two-way process in which two or more people
share or exchange ideas, information, knowledge, attitudes or feelings through certain
signs and symbols. The functions it performs are many, but the primary ones are
those of informing, educating, persuading and entertaining.

For communication to occur, it requires a sender, a message, a channel, and a

receiver. The receiver's response to the sender's message, i.e. feedback, affects the
course of future communication. With the presence of any interruption, i.e. noise,
the message is likely to be contaminated before reaching.the receiver.

Human beings are engaged i n a variety of communication processes; intrapersonal,

interpersonal, group and mass communication, the last one being unique in the sense
that it differs somewhat from other forms of communication because of a
mechanical device interposed between sender and receiver. The process of mass
communication is similar to the basic process of human coinmunication except that
the messages are multiplied, receivers are too many and are separated from one
another and the feedback is delayed. Newspapers, magazines, books, radio, TV,
video etc. are some of the mass media that constitute the communication society of
which we are a part. Although there has been rapid expansion of mass media the
world over,'their reach and access to them are limited in a developing country like
India because of various factors like low purchasing power, high illiteracy rate, lack
of distribution channels, etc.

Inspite of limited reach, mass communication is so central to society that life seems
inconceivable without mass media. They inform and shape our social life. Their
influence is positive if they are able to fulfill the information and entertainment
needs of people in accordance with the existing norms, values and culture in
society; but what concerns us most is their negative influence. An overdose of
foreign programmes, excessive television viewing and advertising, exposure to
violence, crime, sex, etc. can adver. :ly affect people, especially children, in
societies that are traditional.
.. -
Introduction to Communications
1.6 FURHTER READING

1) MacBri.de Sean, 1982, Many Voices One WorM, Oxford and IBH Publishing
Co., New Delhi.

2) Hiebert/Ungurait/Bohn, 1974, Mass Media : An Introduction to ,Modern

Communication, Longman Inc.,

3) Jay Black, Jennings Bryant, 1993, Introduction to Mass Communication, Win.

C. Brown Publishers.

1.7 C m C K YOUR PROGRESS : MODEL ANSWERS

,
Check Your Progress 1

News : Information

Surabhi : Environment, Information,

Education, Cultural Promotion

The World This Week : ~nformatibn,Entertainment

Parakh : Entertainment, Information,

Education, Cultural Promotion and
Integration

Hindi Films : Entertainment, Cultural Promotion .

Check Your Progress 2

I think the following commpnication materials can be used in a village

situation :

a) Posters ,

b) Photographs of the environment of the village

c) Oneltwo thematic song^ (Sung by the residents of the village)

d) A skit (performed by,jhe children of the village)

1
I
There must be'enough time for, interaction.
4

check Your Prbgress 3 I

I

1) Intrapersonal a) helps in organising one's thoughts.

b) helps a person to formulate a strategy.

Intcrpersonal a) provides with immediate feedback.

b) better relationship can be established.

Gl-0"~ a) individuals can get encouragement as many .

like-minded people gather together for a
common cause/purpose.
+

b) helps in gathering knowledge and thus

, elevates the quality of a person.
- I

a) acts as a unifying element in the society.

b) can provide a large audience with the best

educational programmes.

Print a) helps the people to keep alive their reading

habits.

b) provides the readers with enough relevant

information.

Radio a) both literates and illiterates can make use of

i
radio' to satisfy their specific needs.

b) cheap form of entertainment.

a) can provide the viewers with visuals of events

and places in far away countries.

b) can provide audiences with live coverages of

sports.

2) a) It is urban-centered.
b) The culture of the urban citizens is given importance.
c) It is an expensive medium.
d) Producing programmes for TV is complicated.
e) It does not help people to imagine creatively.
f) The viewers need to be locked up in places.

g) It may provide the children with negative values.

li) It may help the rich nations to invade the poor countries
culturally.
i) It may reduce the financial gains of the cinema industry.
j) The technology is expensive and is in the hands of the rich
nations. Therefore, the poor nations find it difficult to meet the
expenses of acquiring the ever developing sophisticated ,
technology.

Check Your Progress 4

1) 'Reach' is explained as the spread of a particular medium. So, it is from
the point of view of the medium. 'Access' is explained as the availability
of a particular medium to a person. So, it is from the point of view of
the people/person/audience.
2) Yes.
The telecasts cover almost the total geographical area of Indih,
but only a small percentage of our population has access to-it.
The reach is almost total but few million own TV sets.
The newspapers are ce~teredin urban areas.
High rate of illiteracy.
. Very high percentage of population living below the poverty line.

3) 1) Increase the rate of literacy.

I
2) ~ r d v i d eeach and every village panchayat'''with these electionic
'- gadgets. J
Introduction to Communlcatlona

watching TV for long hours - less time to study

the creative instinct and faculties may not develop
becoming vcy familiar with the world of the adults
inculcate in them negative values bf the adults
violence may have permanent impact

minimise TV viewing hours

produce programmes which may help their creative faculties develop
minimise telecasting adult-related programmes early in the evening
produce more children's programmes
highlight the positive values
censorship to restrict the violent scenes from getting incorporated '
in programmes should be strictly followed..