National Institute of Mass Communication & Journalism, Ahmedabad

 

In today's world, mass communication is very important. Its existence is similar to the presence of air in the environment. We can't imagine living in a world without mass communication. The process of transmitting or sending information to a large group of individuals via numerous means is known as mass communication. Social media, advertising, public relations, newspapers, radio, television, and other forms of communication are examples of channels of communication.

The purpose of mass communication is not only to communicate and provide information to users, but it also has other goals or objectives. The purpose of advertising is to use mass media to promote a specific message about a company's product or service. As a result, understanding the goal of mass media is essential for understanding the purpose of advertising. In general, mass media can be used to achieve four distinct goals.

Purpose Of Mass Communication

Inform

First and foremost, one of the most fundamental purposes of the media is to inform the audience. When employed in this manner, mass media can be incredibly powerful. This is frequently the first action taken by advertisements. People must grasp what your product or service is and how it can improve their lives before they purchase it. A newspaper breaking a news piece or a television commercial detailing the menu options at a restaurant are two examples of media informing an audience.

Persuade

Second, another purpose of mass media is to persuade. This could simply mean convincing someone to feel or think a certain way. It could also involve convincing someone to purchase something, as in the case of advertising. Advertisers spend a lot of time trying to persuade large groups of people to feel a certain way about a company's brand.

Entertain

Third, mass media can be utilized to simply entertain or amuse an audience. Sometimes the best approach to engage a huge audience is through comedy or an entertaining story. Geico is a prime example of a firm that seeks to entertain its customers with its advertising. Radio stations are another form of mass media that serves primarily to entertain listeners.

Inform

Finally, mass media can be employed to enlighten an audience. This is one of the least prevalent forms, particularly in advertising. This objective goes beyond simply informing or entertaining. Books and poetry are the most common types of mass media that attempt to attain this purpose. Perhaps the most relevant example to advertising is the use of satire or a documentary. A firm could screen a documentary to not only inform, persuade, and entertain an audience, but also to enlighten them about a current event.

Conclusion

However, while these were some of the primary goals of mass communication in India, there are other other strategies to engage and reach a big audience. Finally, by better understanding the goals and purpose of mass media, as well as your target audience, you can better create your advertising strategy and employ mass media.

You can obtain a significant degree in mass communication and journalism from NIMCJ, if you want to make a successful career in this industry.

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