Mass communication as we know it is a method of exchange or impartation of information over a medium that reaches out a huge number of people. On the other hand, technology is merely the application of scientific knowledge, put together for useful and practical purposes. Therefore, both the components target the wide spread of knowledge.
Over the years, the technological advancements have affected the methods of mass communication to a great extent. If we look back on our past, the primitive methods of mass communication involved bellowing in the megaphones for announcements. Mass communication in the form of entertainment was brought about through folk dramas, theatres, puppetry or even the Panchayat in various villages took up initiatives to spread awareness. As we move forward in time, we see the advent of newspapers. With the invention of the Printing Press, the newspapers came into existence and had a major impact in communicating news to the people, educating them about different parts of their homeland as well as different parts of the world.
In 1920, the first radio broadcast was made which set off the tone for a progressive approach of communication. One person could reach out to hundreds of people at the same time. Previously, the communication had only been one is to one, that is, over phone calls through landlines or telegrams. This constituted of the level of personal communication. John Baird was responsible for the next big technological revolution. The television proved to be an ultimate mode of mass media. People could then view, in the form of motion pictures, everything that was happening around the world. It could be made possible due to the geosynchronous communication satellite which was launched after a period of 17.5 years. The television enjoyed all its popularity until the arrival of the ultimate master. Mobile phones and computers and the availability of internet on them. Every day newer and more advanced applications started featuring on the phone.
The entire range of inventions has not only connected people better but also has turned the entire world in to one “global village.” Facebook, Instagram, Twitter and WhatsApp (or some other social media platform) have brought in immense opportunities in the field of mass media. All forms of mass media have been used by advertising agencies to promote their brands. Therefore, it has been useful in terms of marketing besides imparting knowledge. It is technically spreading of information when we talk about advertising and marketing. It gives the viewers an idea about what is new in the market, it places before the audience a thousand varieties from which they can pick and choose. Every form of mass media has served as a stage for upholding the uniqueness and the talents of people, be it television or social media or print even. Another important aspect of mass media is the influence that it has on people. Anything that is sensationalized can impact the opinion of the people. This may have a positive or a negative impact, depending on the type of news. Technology has served as the basis of progression in every aspect of life.
When we talk about technology and its function, it has its pros and cons of how it has affected the methods of communication and in turn affected the humans. First, if we talk of the benefits of it- one can express their views on a public platform like Facebook and Twitter, which becomes a beacon containing views of the people from all over the world and every comment (unless made private) is subject to criticism which in turn gives a better idea of contradictory standpoints. The habit of blogging is very informational to many people along with it, it is form of creative expression on a individual’s part.
Technology has made communication super-fast. Each and every news channel like, “Times Now”,”Aaj Tak”,”Zee News”, and ”Al Jazeera” have their online channels on Youtube or have apps available, so that it is easier for people access it when they are travelling. Now, at the click of a button we can view live matches taking part in the other hemisphere, real-time reporting gives instant access to world wide news feed. Even the rural parts of the country have benefited from it as they get access to the nationalized channels, like Doordarshan, which previously was impossible to achieve without the help of technology. One cannot deny that technology has made information much more affordable than it ever could be. Major media houses have resorted to a technological approach when it comes to promoting their products. Without technology the process marketing would be almost impossible as they might have to distribute pamphlets all over the country instead of just posting one advertisement, besides that, these companies would not have been able to get individual feedback of their customers on their products.
Mass media fueled by technology also has a bleak side to it. Services like Amazon and Flipkart do make life easier for us but makes us extremely lazy and reduces human interaction. Similarly, the use of social media and remaining in contact only through them somehow erodes the connectivity overtime. People take all forms of news as the ultimate truth as it comes to them. They do not feel the need to verify if it is fake or not and, very conveniently, they forward it. This may give rise to protests, riots, misconceptions within the community or even throughout the country, such is the power of technology and mass media.
Therefore, technology, since time immemorial, has played a great role in improvising the avenues of mass communication. It can be said that without technology, mass communication would have failed as a concept because of its lack in outreach to the masses.
BLOGBLOG 