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 of Mass Communication are discussed below:
To inform people
The most fundamental objectives of mass communication are 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.
To persuade
To persuadeMass 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
The 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 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 has different aims. However, mass communication is mainly dedicated to ensuring well being of all classes of people in society.
Leave a Reply