Mass Communication is a process of creating, sending, and receiving messages from an individual, organization, or a group to a group or a large organization through appropriate channels. Mass Communication is an expensive process that uses various channels for hitting their target audience successfully. Types of Mass Communication Advertising Advertising refers to a one-way marketing process that persuades and encourages the target audience to buy a product or a service. Journalism Journalism refers to an activity that reports on current events through various media channels like radio, newspaper, television, and smartphones. It is based on hard facts and is supported by evidence. Public Relations Public Relations refers to the process where an organization or an individual can build a mutually beneficial relationship with the common masses. Social Media Social Media encourages the sharing of ideas and information through virtual networks and communities. It includes popular sites like Instagram and Facebook that helps in interactions and communication with help of video, images and words. Radio Radio is one of the oldest types of mass communication and in this digital age online radio channels have managed to make a strong mark. Television Television with its informative and entertaining content has been able to convey information to the literate and illiterate group in urban and rural areas. Advantages of Mass Communication - Is often used as a means to educate the common masses about important issues like health, environment, conservation, and nature. - Easy to deliver the latest news anywhere anytime. - Easy to discover concealed talent in individuals. - Helps in mass education at less price. - Spread cultural practices. - Aids in accepting and understanding different cultures. Disadvantages of Mass Communication - Several mediums like televisions and radio are losing their appeal. - It is a challenge to spare the children from restricted content. - Easy to spread rumors. Major Theories of Mass Communication Cultivation Theory This theory identifies the influence of television on a viewer’s perception and the impact on the living environment. The Spiral of Silence This theory believes that it is possible to reshape public opinion into a majority opinion through mass media. Agenda Setting Theory This theory interrelates media, public and policy agenda and explains how the public is influenced by media. Magic Bullet Theory This theory believes that it is easy to transfer ideas from one to another via mass communication. This video is on Mass Communication and it has the following sub-topics. Time Stamps 0:00 Introduction 00:21 What is Mass Communication?