Академический Документы
Профессиональный Документы
Культура Документы
(B.M.C.)
BMC – 108
MASS COMMUNICATION
(fgUnh)
Authors :
Mr. S. K. Singh
Ms Madhu Deep
Ms Sunaina
Vettor :
Prof. B. K. Kuthiala
Course Co-ordinator :
Sushil K. Singh
Sr. Lecturer
Department of Communication Management and Technology,
Guru Jambheshwar University, Hisar - 125001
2004 - 2005
fo"k; & lwph
Ø-la - ist ua-
CykWd ,
;wfuV I
1- tula p kj 3
;wfuV II
2- tulapkj dh fo'ks"krk,a 10
CykWd ch
;wfuV I
3- tulapkj ek/;eksa dk bfrgkl ¼lalkj ds izi{s k; ls½ 14
;wfuV II
4- tulapkj ek/;eksa dk bfrgkl ¼Hkkjr ds izi{s k; ls½ 25
CykWd lh
;wfuV I
5- tulapkj ds ek/;e 39
;wfuV II
6- jsfM;ks (Radio) 43
CykWd Mh
;wfuV I
7- Hypodermic Needle Theory 51
;wfuV II
8- Selective Exposure, Selective Perception
and Selevtive Retention 55
CykWd bZ
;wfuV I
9- Reach and Role of Different Media 58
;wfuV II
10- Effect of Mass Media 64
PAPER - II BLOCK - A UNIT - I
tula p kj
tulapkj 'kCn vaxt sz h Hkk"kk ds Mass Communication dk fgUnh
i;kZ;okph gS A bldk vfHkizk;% cgqy ek=k esa ;k Hkkjh ek=k esa ;k Hkkjh vkdkj
esa fc[kjs yksxks ;k vf/kd ek=k esa yksxksa rd lapkj ek/;e ls lwpuk ;k lUns'k
igqpa kuk gS A tulapkj esa tu 'kCn tulewg] HkhM o turk dks crkrk gS A ijUrq
okLrfodrk esa bu rhuksa ds fofHkUu vFkZ gSa A tulewg rks leku fgr] ewY;ksa dh
iwfrZ ds fy, laxfBr gksrk gS A HkhM+ fdlh LFkku fo'ks"k ij vkdfLed :i ls
tek gksrh gS A tSls fdlh ?kVuk ?kfVr gksus ij Hkkoqd ;k rek'kehu HkhM+ rFkk
turk dk vkdkj fo'kky gksrk gS A bldk lkekftd thou gksrk gS rFkk turk
vius er] :fp] jktuhfr ds fo"k; esa Lora= igpku j[krh gS A
blds vfrfjDr tulapkj esa ^lapkj* 'kCn vaxtsz h Hkk"kk ds Communication
dk i;kZ;okph gS A ;g 'kCn ysfVu Hkk"kk ds Communis ls fy;k x;k gS ftldk
vFkZ gS to make common, to share, to impart, to transit vFkkZr~ lkekU;hdj.k]
lkekU; Hkkxhnkjh] eqDr lwpuk o lEiz"s k.k A fdlh ,d O;fDr ls nwljs O;fDr
dks vFkok fdlh ,d O;fDr ls dbZ O;fDr;ksa dks dqN lkFkZd fpUgks]a ladrs ksa ;k
izrhdksa ds lEiz"s k.k ls lwpuk] tkudkjh] Kku ;k euksHkko dk vknku iznku djuk
lapkj gS A dqN lapkj fo'ks"kKksa dk dguk gS fd lapkj] vFkZ dk lai"sz k.k gS]
lkekftd ekU;rkvksa dk lapkj.k gS] ;k vuqHko dk ckaVuk gS A
lapkj ,d xfr'khy izfØ;k gS tks lac/a kksa ij vk/kkfjr gS ;g lac/a k tksM+us
dk ,d cM+k gfFk;kj gS & ,d O;fDr dks nwljs O;fDr ls ,d lewg dks nwljs
lewg ls vkSj ,d ns'k dks nwljs ns'k ls tksM+uk lapkj dk dke gS A vr% lapkj
lkekftd ikjLifjd fØ;k dh izfØ;k gS lapkj dk lkekU; vFkZ yksxksa dk vkil
esa fopkj] vkpkj] Kku rFkk Hkkoukvksa dk ladrs ksa }kjk vknku&iznku gS A bl izdkj
dgk tk ldrk gS fd ^lapkj gh fodkl gS* A
lwpuk] fopkjksa vkSj vfHko`fÙk;ksa dks ,d O;fDr ls nwljs O;fDr rd
lEizfs "kr djus dh dyk dk uke lapkj gS A tks i=kdkj ,oa tulEidZdehZ bl
Communication is the sum of all the things one person does when he
wants to create understanding in the mind of another. Communication is a
bridge of meaning. It involves a systematic and continuing Process of telling,
listening and understanding.
— Lous A. Allen
— Charles R. Wright
1- lapkjd dh izdf` r %
tulapkj ,d laxfBr lapkj gS A tulapkj izfØ;k esa ,d lUns'k dk fuekZ.k
vkt eSxt+hu fofHkUu fo"k;ksa esa iz/kkurk fy;s gq, gS The American Audit
Bureau off circulation us 30 fHkUu&fHkUu izdkj dh fo'ks"krk fy;s eSxt+huksa dks
ckaVk gS ftlesa eq[; lkSUn;Z] O;olkf;d] flykbZ] QS'ku] [ksy&dwn] fQYe] lkbZl a ]
bfrgkl] LokLF;] ?kj] QksVksxkz Qh] ;k=k] laxhr] lekpkj] iq:"k] ukjh] dEI;wVj vkfn gSA
eSxt+hu dks rhu Hkkxksa esa ckWVa k tk ldrk gS A lekpkj iz/kku] euksjt
a u
eSxt+hu tgka igys ,d esa gh fof'k"Vrk dh fofHkUurk dks fy;s gksrh Fkh
vc izR;sd eSxt+hu fof'k"V fo"k;ksa dks fy;s gq, gksrh gS A vc eSxt+hu ikBdksa
ds ilan ds vuqlkj lkekftd] vkfFkZd] 'kSf{kd] O;olkf;d] lkaLd`frd] /kkfeZd
vkfn dh fof'k"Vk fy;s gksrh gSA ;g izFkk 21oha lnh rd pysxh A
vkxs vkus okyh lnh esa eSxt+hu] rduhdh vkSj vkfFkZd ubZ [kkstksa ds dkj.k
vkt ls cnyh gqbZ gksxh A vkxs vkus okys le; esa eSxt+hu vkSj gYds o vPNs
dkxt ij Nisxh A cgqr lh eSxt+hu bUVjusV ij ekStnw gksxh A blls tkudkjh
dk foLrkj cgqr ls yksxksa rd QSy ldsxk A os rc miHkksDrkvksa o ikBd viuh
ilan ds vuqlkj fdlh Hkh eSxt+hu dks vius dEI;wVj LØhu ij ns[k ik,axs A mUgsa
tks lkexzh ilUn gks mls LySDV djds fizVa dh dkeakM nsdj vius fizVa j ls mldh
dkih fudky ik;sxa s A
Hkkjr esa izFke izk;ksfxd nwjn'kZu dsUnz dk mn~?kkVu 15 flrEcj] 1959 dks
rRdkyhu jk"Vªifr MkW- jktsUnzil z kn }kjk fnYyh esa fd;k x;k A ;g NksVs Lrj
dk 'osr&';ke izlkj.k Fkk A fnYyh esa vk;ksftr ;wuLs dks lEesyu ds varxZr Hkkjr
esa nwjn'kZu dk;ZØe izkjaHk djus gsrq 20]000 MkWyj dk vuqnku izkIr gqvk ftldh
,d ik;yV ifj;kstuk ds rgr vesfjdk ljdkj rFkk fQfyIl dh lgk;rk ls ,d
y?kq nwjn'kZu dsUnz dh LFkkiuk dh xbZ A 15 vxLr] 1965 ls ,d ?kaVs dh nSfud
lkekU; lsok izkjaHk gqbZ A ;g dk;ZØe lIrkg esa pkj fnu izlkfjr gksrk Fkk A
izkjaHk esa nwjn'kZu dk mi;ksx Ldwyh f'k{kk ,oa xzkeh.kksa ds fodkl dks /;ku esa
j[kdj fd;k x;k A 15 vxLr] 1965 dks nwjn'kZu ls loZiFz ke lekpkj cqyfs Vu
izkjaHk gqvk A 26 tuojh] 1967 ls fdlkuksa ds fy, d`f"k ls lacfa /kr ubZ
izk|
S ksfxdh] lalk/kuksa o rduhd vkfn ds izpkj ds fy, d`f"k dk;ZØe vk;ksftr
fd;k x;k A vxLr 1975 ls Hkkjr esa mixzg dh lgk;rk ls vka/kzinz 's k] mM+hlk]
mÙkjizn's k] xqtjkr] fcgkj vkSj egkjk"Vª ds 2400 xkWoa ksa esa nwjn'kZu lsok izkjaHk dh
xbZ A vizy S ] lu~ 1976 dks pank lfefr dh flQkfj'k ij nwjn'kZu vkSj
lekpkj i=ksa ds lkFk izdk'k esa vkbZ eSxthu 17oha 'krkCnh ds vUr es]a
o 18oha 'krkCnh ds 'kq:okr esa ;wjksi ls izdk'k esa vkbZ A vesfjdk dh igyh
eSxthu Andrew Bradfard'sAmerican Magazine Fkh tks fd cSutkehu Qzd S yhu dh
^tujy eSxthu* vkSj ^fgLVksfjdy Øksfudy* ds lEidZ esa Fkh A bu nksuksa eSxthuksa
dh 'kq:okr 1741 esa gqbZ A
Hkkjr es]a lekpkj i=ksa dh rjg eSxthu Hkh dqN le; ds ckn vkbZ A
jktkjke eksgu jk; us 'kk;n Hkkjr dh igyh eSxthu fy[kh A ;g ,d /kkfeZd
izof` Ùk okyh vaxt sz h if=dk Fkh A ;g eSxthu 1920 ls izdk'k esa vkbZ A bu fnuksa
cgqr ls eSxthu izdkf'kr gqbZ ijUrq dksbZ Hkh eSxthu viuh vf/kd Issues ugha
dj ikbZ vkSj igys gh can gks xbZ A
lcls vf/kd lQyrk Weekly of India eSxthu dks ftls dh Times of India
Group us 'kq: fd;k Fkk] fey ikbZ A
LorU=rk izkfIr rd eSxthu esa dksbZ vf/kd izdk'ku ugha gqvk ijUrq 1970
ds vkrs gh eSxthu izdk'ku esa ,d rwQku vk;k blesa dkQh ifjorZu gq, A tSls
eSxthu dks cukus es]a dkxt es]a jaxhu i`"Bksa o :i lTtk] fp=ksa o foKkiu eq[;
gSa A nwljk dkjd tks fd egRoiw.kZ ekuk tk jgk Fkk og ladVdky ds le; tYnh
izdk'ku Fkk A
1970 ls igys eSxthu ds izdk'k esa deh dk eq[; dkj.k izdk'ku rduhd
dk vPNk u gksuk Fkk A blds lkFk eSxthu cgqr vf/kd egaxh Fkh ftls nwljs
O;fDr] ikBd mls [kjhn ugha ikrs Fks A ifjorZuksa us /khjs&/khjs viuk LFkku fy;k A
loZiFz ke Lo:i esa ifjorZu lEikndh; i`"B] fofHkUu fo"k;ksa dks 'kkfey djuk] is'kk]
cktkjhdj.k o :i lTtk eq[; gS A
1975 ls 1977 esa ladVdky dh voLFkk esa ^i=dkfjrk dh [kkst* dk
cksyckyk Fkk A lekpkj i= lekpkjksa dh vf/kdrk ds dkj.k bl fo"k; ij è;ku
ugha ns jgk Fkk A blh dkj.k cgqr lh if=dk,a bl fo"k; ij izdkf'kr gqbZ A
tulapkj ds ek/;e
vk/kqfud lekt esa lwpuk dk fo'ks"k egRo gS A lwpuk ds vHkko esa O;fDr
'ks"k fo'o ls dV tkrk gS A vyx&Fkyx iM+ tkrk gS A O;fDr ds lkFk&lkFk
ns'k ds vkfFkZd] jktuSfrd] lkekftd ,oa lkaLd`frd fodkl esa lwpuk vkSj lwpuk
lEiz"s k.k ds ek/;e vR;Ur egRoiw.kZ Hkwfedk fuHkkrs gSa A bl izdkj tulapkj dk
vFkZ gS lwpuk vkSj fopkjksa dk izlkj o lapkj ds vk/kqfud lk/kuksa ds tfj,
euksjt a u iznku djuk A tulapkj ds bu ek/;eksa esa bySDVªkWfud vkSj fizVa ehfM;k
nksuksa gh vkrs gSa A lapkj ds ijEijkxr lk/ku vk/kqfud lekt dh ifjofrZr
ifjfLFkfr;ksa dh vko';drkvksa dks iw.kZ djus esa vleFkZ jgs gSa A blhfy, rhoz
xfr ls lwpuk lEiz"s k.k dk dk;Z lEiUu djus gsrq lapkj ds u;s&u;s ek/;eksa dh
[kkst gksrh jgh gS A vk/kqfud ehfM;k esa jsfM;ks] Vsyhfotu] fQYe] v[kckj vkSj
foKkiu vU; u;s&u;s ek/;e Hkh vkt lkeus vk jgs gSa A bu ek/;eksa dks lkekU;
:i ls nks Hkkxksa esa ckaVk tk ldrk gS &&
1- fizVa ¼eqfnzr½ ehfM;k ¼ek/;e½
2- bySDVªkWfud ehfM;k ¼ek/;e½
lekpkji= &
lu~ 1450 esa tkWu xqVus cxZ ds }kjk eqn.z k ds vkfo"dkj ds ckn lapkj lk{kjksa
ds fy, ,d ojnku cu x;k A fodflr ns'kksa esa lekpkj i=ksa dk egRoiw.kZ
;ksxnku gS A vesfjdk esa 95 izfr'kr yksx lekpkj i= i<+rs gSa A mlds ckn :lh
yksxksa dk uEcj vkrk gS A Hkkjr esa vBkjgoha 'krkCnh ds vUr esa ;kfu lu~ 1780
esa v[kckj dh 'kq:vkr gqbZ A tsEl vxLVl fgfd us caxky xtV 1780 esa fudky
dj v[kckj izpyu 'kq: fd;k A ;g xqtjkr Hkk"kk esa izdkf'kr Hkkjr dk lcls
iqjkuk v[kckj gS A blds i'pkr~ 1826 esa mnUr ekrZ.M fudyk A orZeku le;
esa 41 ,sls lekpkj i= gSa tks lkS o"kZ iwjs dj pqds gSa A VkbZEl vkWQ bf.M;k
lekpkji= 150 lky iqjkuk gS o fgUnqLrku VkbZEl us vHkh gky esa viuh 75
lkyfxjkg dks euk;k gS A
vkt ns'k ds gj izkra ] {ks= vkSj Hkk"kk esa nSfud] lkIrkfgd vkSj ekfld
i=&if=dkvksa dk izdk'ku rsth ls gks jgk gS A gj o"kZ budh la[;k esa Hkh o`f)
jsfM;ks (Radio)
Hkkjr esa jsfM;ks dk le; 1923 esa fczfV'k mifuos'kokn ls 'kq: gqvk A
Lora=rk ds le; cM+s egkuxjksa esa N% jsfM;ks LVs'ku Fks A lu~ 2002 rd ;g
ifjn`'; bruk cnyk dh Hkkjr ds 2@3 ?kjksa rd vFkkZr~ 110 fefy;e ikjksa rd
bldh igqp a gks xbZ A Hkkjrh; fLFkfr;ksa esa jsfM;ks ,d izHkko'kkyh ek/;e fl)
gqvk A ;g vlk{kj yksxksa rd Hkh igqp a kA Vh-oh- ,oa fQYe ls lLrk gksus ds
dkj.k Hkh ;g yksdfiz; gqvk A LFkkuh; jsfM;ks LVs'ku Hkh egRowi.kZ lkfcr gqvk A
20oha lnh ds vUr rd jsfM;ks lokZf/kd izHkko'kkyh ek/;e Fkk A ftldh xzkeh.kksa
,oa 'kgjh xjhcksa rd igqp a gks xbZ Fkh A Vh-oh- ds izlkj esa Hkkjr esa jsfM;ks
dks ihNs dh vksj /kdsyk gS ysfdu bldh vgfe;r vkt Hkh cuh gqbZ gS A
tulapkj ek/;eksa dh vis{kk jsfM;ks vuqie ;ksX;rk j[krk gS viuh
dk;Zd'q kyrk esa ;fn ge Vh-oh- ns[krs gSa ;k lekpkj i= i<+rs gSa rks gesa ,d
txg cSBdj ml ij /;ku dsfUnzr djuk iM+rk gS ijUrq jsfM;ks esa ,slk ugha gS
A ge viuh nSfud fnup;kZ ds lkFk jsfM;ks ds dk;ZØe dk vkuUn ys ldrs gS]a
lwpuk,a izkIr dj ldrs gSa A
jsfM;ks esa LFkku dk lnSo vHkko jgrk gS tgka ,d lekpkji= esa 40 ;k
50 dkWye (Column) gksrs gSa ogh jsfM;ks mlds eq[; i`"B rd dk le; j[krk
gS ;gh dkj.k gS fd jsfM;ks ds fy, laf{kIrk vf/kd egRoiw.kZ gks tkrh gS A
jsfM;ks gh tulapkj dk ,d ,slk ek/;e gS ftls tc tSls pkgs ogkWa lquk
tk ldrk gS A bls vius 'k;ud{k esa lqu ldrs gSa ;k fQj vki viuh dkj]
[ksr [kfy;k] vki bls i<+rs gq, Hkh lqu ldrs gSa ;k O;atu cukrs gq, Hkh lqu
ldrs gSa A blds nks dkj.k gSa &&
1- n`';ghurk
2- VªkaftLVj Økafr
ekuoh; laons ukvks]a Hkkoukvksa ,oa vuqHkwfr;ksa dks vfHkO;Dr djus oktk
flusek ,d ,slk ek/;e gS ftlesa dYiuk n`';] ys[ku] eapfunZ's ku] :i lTtk ds
lkFk izdk'k] byDVªkus ] dkcksfZ ud vkSj HkkSfrd jlk;u foKku dk vn~Hkwr feJ.k gS A
,d vksj blesa l`tukRedrk gS rks nwljh vksj tkfrd izfrHkk A bu nksuksa ds laxe
ls ,d ,slk vkd"kZ.k gksrk gS tks u dsoy euksjt a u iznku djrk gS cfYd Kku
vkSj f'k{kk ds {ks= esa foLrkj djrk gS lkekftd dqjhfr;ksa dks nwj dj lkekftd
tkx`fr ykus esa ;ksxnku nsrk gS A
flusek tulapkj dk l'kDr ek/;e gS A ,d fQYe ,d lkFk gtkjksa
O;fDr;ksa }kjk ns[kh tkrh gS vkSj vyx&vyx 'kgjksa esa tc iznf'kZr dh tkrh
vkt tu ek/;e vius lUns'k dks ;kstuk] cukus o QSykus ls igys mlds
okf.kT; rF; dks /;ku esa j[krs gSa A 'kks/kdÙkkZvksa ds vuqlkj ;fn fodklkRed
lUns'k dks euksjt
a ukRed <ax ls fn;k tkrk gS rks ;g n'kZdksa dk utfj;k cnyus
esa lgk;d gksrs gSa A ;g fl)kUr miHkksDrkvksa dks viuk izkFkfed y{; ekurk
gS vkSj tu ek/;e vius dk;ZØe] /kkjkokfgd rFkk euksjt a ukRed dk;ZØe cukus ls
igys n'kZdksa dh ilUn] vko';drkvks]a bPNkvksa vkSj muds Lrj dks /;ku esa j[krs
gSa A
bl fl)kUr dks Laiseez faire Theory Hkh dgk tkrk gS A bl fl)kUr
ds vuqlkj tu ek/;eksa dks cM+s O;olkf;;ks]a ,dkf/kiR; o cgqjk"Vªh; laxBuksa ds
}kjk pyk;k tkrk gS A dk;ZØe cukus okyksa esa izfrLi/kkZ pyrh jgrh gS rFkk lHkh
ek/;e vius&vius dk;ZØeksa dks vf/kd ls vf/kd dq'ky o mÙke cukus esa yxs
jgrs gSa A
/khjs&/khjs le; ds ifjorZu ds vuqlkj ;s lHkh ek/;e vc dq'kyrk dks
viuk eq[; mn~n's ; u ekudj tkudkjh dh vf/kdrk dks egRoiw.kZ LFkku nsus yxs
gSa A vkt lHkh ek/;eksa us dk;ZØeksa dh dq'kyrk dks de djds vf/kd ls vf/
dksbZ Hkh ;a= tks lan's k dks c<+krk gS rFkk ,d lkFk ,d cgqr cM+s fefJr
tulewg dks igqp a krk gS] mls tulapkj (Mass Communication) dgrs gSa A ;g
,d laLFkk gS tks lan's k dks cukus rFkk mldks laifsz "kr djus esa yxh jgrh gS A
tulapkj ,d fo'ks"k izdkj dk lapkj gS A tks ;a=pkfyr gS vkSj lan's k dks nqxuq k
frxquk dj nwj&nwj rd Hkstrk gS A tulapkj esa ,d lUns'k dks cgq foLr`r {ks=ksa
esa QSys yksxksa rd ,d lkFk igqWp a k;k tkrk gS A
tulapkj dks bu ifjHkk"kk ls O;Dr fd;k tk ldrk gS A
Mass communication is dilivering informations ideas and attitudes to a
sizeable and diversified audience through use of the media developed for the
purpose.
— Emery Ault Agee
BMC – 108
MASS COMMUNICATION
(fgUnh)