Jobs and Careers India - An introductory text on Mass Communication
 - Naindeep Sethi

Today's world is a sea of communication which is huge, complex, numerous and covers an extremely wide range of subjects. Communication is a fact in the world of human beings, animals and plants and is an ever continuing process.

There are different forms of communication: Intrapersonal (process of creating meaning within the self and helps us in becoming more aware of our personal consciousness- our self concept), Interpersonal (conversation- interaction of one person with another), Group Communication and Mass Communication.

Group communication has now been extended by the tools of mass communication: Books, the Press, the Cinema, the Radio, Television and the Internet.

Mass communication is generally identified with these modern mass media. The media creates a link between the communicator and the mass audience. To understand the nature, ingredients and the effects of mass communication following adjectives have been used: Instantaneous, Multi sensual, Impact, Masses, Sponsors, Attention grabbing, Rapidity, Heterogeneity, Newsworthy, Public opinion, Public interest, Dramatic, etc. Mass audience tends to be diverse and heterogeneous, and therefore in planning a mass media communication, one first has to define the target audience and then select a medium that can reach most of them as frequently as possible for the least investment.

There are certain pressures that have been created by modern communication. Firstly, it has become hard to gain people's attention. So much is presented to them everyday that they have become adept at listening to only what they want to hear. Another problem is the lack of two-way communication. The pleasure of communication comes when the senders get the chance to express themselves, clarify their thoughts and bolster their ego by the pleasant process of self-assertion. The traditional discipline of mass communication now stands challenged by the rapid development and integration of telecommunications, computing, broadcasting and other interactive media like teletext, tele-shopping, internet, etc.

Mass Communication in India has now expanded into a comprehensive and critical account of recent developments in the media industries.
 

Writers Profile

Naindeep Sethi( naindeep82@yahoo.com )
A post graduate in Economics and a PG Diploma holder in Mass communication and Journalism from Punjab university.

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