Radio as a Medium of Mass Communication

Radio as a Medium of Mass conferenceLESSON 1 RADIO AS A MEDIUM OF MASS COMMUNICATION IN TODAYS CONTEXT IntroductionCommunicators use several media to transmit a message (a thought, idea, opinion, and attitude) to the readers, listeners and or viewers. These media film, print, broadcasting, be utilize differently by people for various purposes. Each tidy sum mediocre has its own distinct personality and characteristics. For example, print spiritualist (newspapers, magazines, etc.) provide detailed information which posterior be kept for a prolonged period accessed whenever lacked and used by m any(prenominal) persons at a convenient time. Films can be watched and enjoyed at one(a) single place (cinema hall) by legion(predicate) people in heavy(p) or small themes, or at homes with television sets. Broadcasting on radio and television can bring voices and pictures to a large number of listeners and viewers from long distance.Thus, we see every medium of business deal dis course works in its own unique way and carries the message far and wide. Each medium has its advantages and limitations in the areas of operation, influence and impact. For instance, print depends on the ability to read. For communicating a message to a boor or an illiterate person, television, film or radio would be effective while the print medium will not be pertinent. Every medium uses its strengths to provide information, education and sustainment to the worldly concern.1.2 Meaning and interpretationIn order to appreciate the role of radio as a medium of mass conversation, we need to understand what is the concept of communication, what are the various melt downs and types of communication.The word Communication is derived from the Latin word cornmunis, which means, to make joint or to share. There are numerous definitions of communication, and there is yet no agreement on any single definition. Some of the more than functional definitions of communication describe it as the transfer or imparting of meaning (Oxford dictionary), transrnission of stimuli (Colin Cherry), one mind affecting another (Claude Shannon) one system influences another (Charles E. Osgood), the mechanism through with(predicate) which human relations exist and develop, or sharing of experience on the basis of commonness (Wilbur Schramm).Thus, communication is, a process of sharing or exchange of ideas, information, knowledge, attitude or feeling among two or more persons through certain signs and symbols.1.3 Functions of CommunicationCommunication is vital for human existence, and for the progress of humanity. No person, group or society can exist without interaction with others. Think for a moment what would happen to us if we did not talk with anyone at home didnt listen to lectures at School or college didnt speak to friends and co-workers or didnt play games or watch TV or films?Essentially, the primary function of communication is to inform, instruct/educate, entertai n influence and persuade people to make them function smoothly and effectively. Besides, communication has a secondary function to perform as well through debate and discussion it promotes cultural integration, it fosters consensus, creativity, and understanding among people, groups and societies enabling them to die in peace and harmony.1.4 Types of CommunicationHuman beings are engaged in a variety of communication acts. Although each type of Communication appears-to have distinctive features, they are all much alike in the senses that are enters into a meaningful relationship with one or more persons by means of signs and symbols. These areIntrapersonal CommunicationInterpersonal CommunicationGroup CommunicationMass Communication.1.4.1 Intrapersonal Communication refers to communication that leaks inside a person and this happens all the time. It is like conversation to oneself, listening to oneself and linking with oneself. It is important in anticipating, abstracting and commu nicating our thoughts or ideas onward we actually treat in open communication.1.4.2 Interpersonal Communication is the world-wide form of communication that takes place surrounded by two people. In interpersonal communication, there is face-to-face interaction between two persons, that is, both are sending and receiving messages. This is an ideal and effective communication situation because you can elucidate and highlight many points through your expressions, nods and voice can get instant feedback.1.4.3 Group Communication is an increaseition of interpersonal communication where more than two individuals are involved in discussion of ideas. Communication in a group helps many goals including collective decision making, self-expression, increasing ones effect, uplifting ones status, and relaxation. Group communication provides a chance for direct user interface among the members of the group it helps in bringing about changes in attitudes and opinions.1.4.4 Mass Communication o utside the realm of interpersonal communication exists another form of communication which involves communication with mass audiences and hence the nomenclature mass communication. The take through which this kind of communication takes place are referred to as mass media. Mass communication and mass media, are generally considered synonymous. Mass communication is unique and different from interpersonal communication as is plain from the following definition Any mechanical device that multiplies messages and takes them to a large number of people at the same time is called mass communication. The media through which messages are being transmitted include radio, TV, newspapers, magazines, films, records, tape recorders, video cassette recorders, etc., and require large organizations and electronic devices to put across the messages. Radio as a Mass MediumRadio is the transmittance of signals by modulation of electromagnetic waves with frequencies below those of visible light. In electronics, modulation is the process of varying one or more properties of high frequency periodic wave form, called the carrier signal, with respect to a modulating signal. This is done in a similar fashion as a musician may modulate the tone from a musical instrument by varying its volume, timing and pitch. The three key parameters of a periodic waveform are its amplitude (volume), its phase (timing) and its frequency (pitch), all of which can be modified in unity with a low frequency signal to obtain the modulated signal.During the 1930s, radio was considered an intimate and credible medium. The public used it as a news source and expected it to provide factual information. Radio was the graduation truly mass medium of communication, reaching millions of people instantly and altering social attitudes, family relationships, and how people think to their environment.Radio is an attractive medium among the various mass communication media because of its special characteristics . It continues to be as relevant and potent as it was in the early years contempt the emergence of more glamorous media. It is a truism that in the first phase of broadcasting spanning three decades from the early twenties, radio reigned alone or was the dominant player. However, over a period of time, the media scene has changed drastically. Television with its inherent strength of audio-visual component has captured the imaging of the people. The advent of satellite television, the Internet and the convergence of technology have added further dimensions in media utilization patterns. However, despite the presence of a plethora of media, there is room and scope for each medium. Experience has revealed that new technologies add things on but they dont replace. One medium is not displaced by another each medium reinvents itself in the context of changes in the communication environment. In the changed media scenario, radio is reorienting itself with more innovative programmes and formats.