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Prospects And Challenges Of Mass Communication And Its Effects On Perception

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Prospects and challenges of mass communication and its effects on perception
Before 1920 “mass” refers to target the large audience but mac quail stated that now a days it refers that how much the media influence the secrecy, the ideas of individuals and their cognitions which are not satisfied with the media use. Author said that individual perception often depend on how much they are in contact (interactivity) with media. Perception is effected by personal experience, social interactions and media
Furthermore the individual perception is not only influenced by the level of interactivity with media but it impacts on the perception of time spending on media type while using the media. Each and every different type of media communication …show more content…

The repetitive messages given by the media shapes the individuals perception. Elle illustrated that perception is formed through a two way process in which media and interpersonal communication both build up the perception. Furthermore they explain that perception is also influenced by the recognition of the message among people. People speak when they believe their view will become popular and if not they remain silent because of the threat or insecurity of criticism. Perception actually had a greater impact on opinion, whatever you perceive, you will interpret on the basis of the perception. Therefore the popularity of message and threat of criticisms influence the perception either to talk or remain silient. This concept is called spiral of silence. That’s why both sides of communication either mass communication or social (interpersonal) communication effect the …show more content…

If individuals purchases anything that he/she does not require then it means that not only the third person influence on perception but this is also its social desire that influence on perception to buy a thing.
Another side of changing the perception by media communication is that if harmful message (anti social) conveyed by the media in the form of advertisement then it has larger effect on others and smaller effect on themselves but smaller effect of pro-social messages on others and larger effect on themselves .As miller in 1986 described that mass media communication mainly influenced the unaware audience with adverse effects on their perception and behavior.
Bengt Johansson stated that if we compare the effect of the positive and negative messages are presented in the form of advertisement e.g. seat belt advertisement vs slimming pills then effect for negative message will be greater for others i.e. less educated people or innocent people rather than themselves or highly educated people or people who believed on their personal interest are less influenced by negative messages. They further illustrated that if negative messages are presented in the form of public service announcement rather than a commercial then it have a greater impact on the targeted audience in appositive way rather than the negative impact on innocent

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