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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