Wednesday, 11 May 2016

Importance of Mass Communication

With the advancement in information and communication technology, mass communication has become inseparable part of the human life. Though the history of mass communication is comparatively recent, it has become indispensable in today's society, which has become dependent on mass communication.
a. National Development
Radio and Television have invaded almost every corner of the country. People sit glued to watch television. Research has also proved the effectiveness of these media in informing and educating people. Hence mass communication is one of the important inputs for the development of the nation.
They become more aware of the country's problems and issues as well as help people develop understanding of the social problems. They also contribute to increased understanding of culture, politics, and economy etc.
b. Information Dissemination
Radio, television, newspaper, movies are used widely as means of mass communication for information. Today, mass communication brings people closer by developing common understanding of event or issue. We are dependent on mass communication not only for information, entertainment and politics but also education, science, religion, charities, agriculture and transportation.
As people become more literate, individualistic and cosmopolitan, the use of mass communication channels becomes more and more important as there are many areas of common concern and interest to people about which people want to know. Today's society has become far too complex to function only through interpersonal or group communication. There are many important messages of common concern which have to reach effectively to masses at a time.
c. Entertainment
Mass communication is woven into our day-to-day existence. We use mass media to satisfy our need for entertainment or enlightenment. In more developed nations, people depend more on mass communication channels for knowledge, entertainment and decision making.
d. Education
In a multicultural country like Nigeria, mass communication media is effectively becoming a popular medium for mass education. Thus, mass communication has an important role to play in enlightening the masses to raise the standards of their living and improve quality of life.
Communication with rural people is difficult and challenging, as many of them live in inaccessible and isolated villages. In this situation, mass communication is the only alternative for reaching them breaking all the barriers of physical distances and illiteracy.
e. Socialization
In one way or another, almost every major social activity in modern life depends on the use of mass communication media to greater or lesser extent.
Mass communication is important for socialization of people because changes in subtle areas such as the socialization of the individual in regard to knowledge, attitudes, and beliefs, can be brought about through mass communication by using media like television and cinema.
f. Behaviour Change
Mass communication becomes very important while communicating ideas intended to change behaviour of people right from developing awareness to adoption of an innovation. When people are exposed to an increasing flow of information, they find themselves in a position which necessitates a change in their aspiration, attitude and effort.
g. Better Standard of Living
Frequent exposure to mass media can create the urge for a higher standard of living. There is adequate research evidence throwing light upon the potentialities of individual medium of mass communication as well as a total effect of mass media exposure in changing cognitive and affective behaviour of rural people for a better standard of living.
h. Transmission of Attitudes
Mass communication plays an important role in the transmission of attitudes, perceptions and beliefs. Mass media like television and radio are influential force when the same ideas, people, or behaviours, occur consistently from program to program and presented in a stereotype manner.
i. Job Creation
Mass communication has developed into an industry and has provided jobs to millions of people, enabling them to earn their living.

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