Mass Communication is a concept which is existent from early 20th century when the world witnessed the dawn of a new order. According to McQuail (10) the dynamic nature of the society was influenced by industrialization and popular democracy. The dynamicity had risen the need to constantly study the patterns of communication and this led to the formation of theories in mass communication. Communication theories can be defined as assertions portrayed in a casual way that supports associations between perceptions which are established by variables relevant in mass communication (Matei).   

 

Silverstone stated that media has the ultimate power to influence and reshape the public as well as to impart, expose and justify (65). The dissemination of information is perceived by a society which are not consistent and the perception of information by the people is characterized by many factors such as psychological attributes of the people , the communication means, the reach etc. For example the concept of portraying size zero as the perfect size for women  has its consequences in the society as  it affected the self confidence of many.

 

There are theories to elucidate specific as well as wider contexts but most mass communication theories come under these four categories namely

• Post positivismis a practical observation conducted using scientific methodology encompassing the intricacy of behavioral psychology of public.

• Hermeneutic Theory scrutinize how an action or text influenced the social order.

• Critical theory emphasize on transition in the societyconsidering the aspect of a flawed social order.

• Normative theory focuses on the an ideal system through which a media can operate in ideal social values (Sani)

 

The theories in mass communication is ever evolving and endless. It is however impossible to include all the aspects within a single theory as the possibilities and probabilities are incessant (Sani).

 

Mass communication theories function in a perspective where the theorists assume a particular context where the variables are expected to act in a predictable manner. The understanding of communication theories  is crucial due to the  evolution of media and its development. Theories are constructed to comprehend the functions of communication in an evolving society and has been scrutinized constantly by the scholars . Altering psychological and sociological factor aided  for the newer communication theories and according to McQuail ”putting more emphasis on the Individual agency, context and environment'' (457).  

 

The media has  exceeded the definition of being just a source of information and has enabled an interaction as localized as an interpersonal communication. It has the power to unite as well as differentiate the public and  constant evaluation have to be done to understand the functions of the media and its effects. As media have become a prime influencing factor of the society, understanding how the media functions is crucial and this highlights the importance of studying theories in mass communication.

 

The primary function of the media is to give news and information from far and wide to the potential  audience. Media was first used as a propaganda tool during WW1 and since then it was aided for many functions and plays a huge part in the society (shafi).  According to Johnson, sociologists have established the mediated culture as the popular culture and like any other it has its pros and cons (Para 1). For instance it is possible for an individual to make suggestions or criticisms on any topic through social media and thus the people have more power to choose the information they want.

   The media have definitely brought the people together as it functions in a platform san boundaries and has propagated a cultural shift.  The constant exposure to the media have created an ideal of the world in the subliminal minds of the people and it has become an influential factor on how people perceive the world around him. Persuasion is the one  factor that influence people as it neither compels nor set rules. According to Shafi, the media persuades people into believing the contents which  are perceived through the media reliable even if they are dubious (Para 3) .

   Media have become a crucial factor in people's life. it is the ultimate source of information in one's finger tip. on one side it provides all the information needed and on the other it is powerful enough to alter the perspective of a person.

 

In the media industry it is crucial to observe the nature of the audience to understand the various expectations as people uses media for an array of purposes. The studies regarding how people use the media can be elucidated through the concept of uses and gratification. it suggests that the responsibility for selecting the media is solely depended on the people which they consider will fulfill their needs. This theory views through the perspective of the people to justify the prospect of media usage. It also explains the possibility of people choosing a particular media for gratification irrespective of the content.  needs of the people can be categorized into four mainly

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• for intellectual gratification.

• for emotional gratification

• to acquire self esteem

• socializing (Blumer & Katz 345)

 

There are several arguments regarding the uses of specific media by the people and this includes the social and psychological origins which shaped the media preferences (Blumler & Katz 345). But the selecting pattern of the media by the audience cannot be limited to the few factors. It is purely subjective and it can be influenced by habits, expectations and  experiences (McQuail 235).  

 

Media have evolved into an interdisciplinary aspect in everyday life as it became a platform for many factors like communication, information, business etc and can be functioned simultaneously. These factors makes people drawn to the conveniences that it offers and to explore the vivid possibilities that could be achieved by using the media. 

 

Works cited

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• Blumler, Jay G, and Elihu Katz. The Uses Of Mass Communications. Beverly Hills: Sage Publications, 1974. Print.

• Johnson, Matthew. "Mass Media Influence: 3 Theories About The Media’S Role". Udemy Blog. N.p., 2016. Web. 13 Feb. 2016.

• McQuail Dennis, McQuail's Mass communication theory, Amsterdam, Sage publications limited, 2010, Print.

• Sani, Aditya. "Mass Communication Theory: Definitions And Eras". Aditya Sani. N.p., 2012. Web. 13 Feb. 2016.

• Shafi, Suman. "Positive And Negative Influence Of Media Among Young People". UthMag.com. N.p., 2012. Web. 15 Feb. 2016.

• Silverstone, Roger. Media And Morality. Cambridge, UK: Polity Press, 2007. Print.

• Sorin Matei. "What Is A Theory Of Mass Communication?". Matei.org. N.p., 2016. Web. 13 Feb. 2016.

• 2012books.lardbucket.org,. "Functions And Theories Of Mass Communication". N.p., 2016. Web. 13 Feb. 2016.