Functions of Mass Communication

Mass communication serves public messages quickly to a large number of people who are far away from the source of information. The scope of mass communication is very extensive and it deals with a variety of objectives. Its significant objectives are discussed below:

To inform people: The most fundamental objectives of mass communication is to provide information to mass people. Information of mass communication may be related to education, weather, sports, products and services, public holidays, festivals, recreation and entertainment.

To build public opinion: Another important objective of mass communication is to create public opinion on any national or international issue. Mass media attempts to create public opinion through providing their audiences with a realistic picture of the world, activities of the leaders, governmental politics etc. The mass media also tries to build public opinion through special articles, editorials and commentaries.

Functions of Mass CommunicationTo persuade: Mass communication aims at persuading people to bring a change in their beliefs, opinions, attitudes and thinking on a number of issue like smoking, voting, religious convictions, donation, dowry culture etc. moreover, business enterprises design various advertisements to persuade potential customers.

To circulate government policies: Another objective of mass communication is to announce and circulate government programs and policies. Mass media can bring such policies to the public notice very quickly.

To disseminate health and education programs: Government takes various health and educational programmers like vaccination, sanitation, birth control, open education, mass education etc. these health and education programs are disseminated and implemented through mass media like radio, television, films, newspapers etc.

To provide pleasure and entertainment: The mass media are the wonderful sources of pleasure and amusement. Almost all mass media have an entertainment component. Television and radio arrange various programs for pleasure and amusement of mass people. Newspapers and magazines publish articles on literary and cultural events, sports, story etc that also provide entertainment to the readers.

To establish social contact and linkage: Mass communication also tries to establish and maintain social contact and linkage among various races, tribes or communities. Mass media create social contact and linkage by giving messages of shared knowledge and experience for example a campaign to raise funds for the treatment of certain diseases or for performing certain social activities promotes social bondage and sympathy.

To promote political ideologies: Political parties rely on mass media to promote their ideologies, plans, programs and manifestos. With the help mass media, they try to create public opinion in their favor.

From the above discussion we can conclude that mass communication has diversified objectives. Different message have different aims. However, mass communication is mainly dedicated to ensure well being of all classes of people in the society.


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