This document discusses mass communication and its role in society. It describes mass communication as focusing on the content of information disseminated to a diverse audience through various media, unlike interpersonal communication which has a single source. The major fields of mass communication are outlined as journalism, broadcasting, advertising, and public relations. The objectives and functions of mass communication are also summarized, including to inform, raise public opinion, entertain, and act as gatekeepers. The document emphasizes that mass communication plays a fundamental role in society by influencing politics, social issues, education, and more.
4. AS COMPARED TO INTERPERSONAL AND
ORGANIZATIONAL COMMUNICATION
Unlike in Interpersonal and organizational
communication which focuses on a single
source of information dissemination to a
diversified audience, MASS
COMMUNICATION mainly concerns on the
‘CONTENT’ of information being
disseminated.
How the content is relayed to the
audience that shapes the publics opinion,
attitude, behaviour, belief and perspective
CHELDY S. ELUMBA-PABLEO,MPA;LlB
5. FOUR MAJOR FIELDS OF MASS COMMUNICATION
Journalism (print media)
Broadcasting (television, radio, emedia)
Advertising
Public Relations ( memo and circulars)
CHELDY S. ELUMBA-PABLEO,MPA;LlB
15. INFORMATION FUNCTION
a need for
information to
satisfy curiosity,
reduce uncertainty,
and better
understand how we
fit into the world.
CHELDY S. ELUMBA-
PABLEO,MPA;LlB
16. INFORMATION FUNCTION
The amount and availability of information
now is very overwhelming compared 20
years ago where there is no internet access,
no social network, no cellular phones,
television or radio broadcasting that will
reach the far flung communities.
The only information that they could get is
through the newspaper which will only have
its publication once or twice a week and with
a delayed information because of the
dissemination and transportation system.
CHELDY S. ELUMBA-
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17. INTERPRETATION FUNCTION
Media outlets interpret messages in more
or less explicit and ethical ways.
CHELDY S. ELUMBA-
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18. INTERPRETATION
Newspaper Editorials, radio commentary
programs have been long explicit
interpretation of current events and political
commentary that is full of subjective
interpretation.
Most are often about their motives, political
inclinations.
They interpret issues according to their
personal necessity. Although there are still
those who are still factual and not bias in
their interpretation. CHELDY S. ELUMBA-
PABLEO,MPA;LlB
19. INSTRUCTIVE FUNCTION
Some media outlets
exist to cultivate
knowledge by
teaching instead of
just relaying
information.
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20. EXAMPLES OF INSTRUCTIVE NETWORKS
Major
instructive
networks such
as CNN,
Discovery
Channels,
serves a mixture
of information.
CHELDY S. ELUMBA-PABLEO,MPA;LlB
21. BONDING FUNCTION
Media outlets can bring people closer
together, which serves the bonding
function.
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22. BONDING FUNCTION
People share common
values and interest can
gather on online forums
like facebook, twitter,
instagram.
They can exchange ideas,
laugh together, give
sympathy that will create
a strong bonding
relationship. They create,
connect and reconnect
friends, family and the
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23. DIVERSION FUNCTION
We all use the media to escape our day-to-
day lives, to distract us from our upcoming
exam, or to help us relax
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24. DIVERSION
A saying that goes: “all work
without play will make a
child dull” is indeed very
true. When a person
becomes a ZOMBIE, he
becomes unproductive and
becomes so easily irritated
that will show off a potential
clients away. Thus
relaxation is not bad at all.
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25. GATEKEEPING
“WATCH DOG”- This
watchdog role is intended
to keep government from
taking too much power
from the people and
overstepping their bounds.
Central to this role is the
notion that the press works
independently of the
government.
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26. GATEKEEPERS
Media practitioners serves as the eyes
and ears of the people.
They engage in investigative reporting
which uncover danger or corruption so
that public can demand change.
They are expected to present a factual,
fair and accurate reports.
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27. ROLE OF MEDIA IN THE SOCIETY
- Fundamentally a function of how this society
chooses to use the media that ultimately
leave the final judgment to the viewers or the
public to decide on a particular issue.
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28. HOW IT AFFECTS THE PEOPLE AND THE SOCIETY
Everyone depends
on information and
communication to
keep our lives
moving through daily
activities like work, education, health care,
leisure activities, entertainment, travelling,
personal relationships, and the other stuff with
which we are involved in media.
CHELDY S. ELUMBA-PABLEO,MPA;LlB