GURUKUL LUTHERAN THEOLOGICAL COLLEGE & RESEARCH INSTITUTE

ASSIGNMENT ON CHRISTIAN COMMUNICATION

1. Introduction: ....................................................................................................................................... 2
2. Importance of Mass Media. ............................................................................................................... 3
2.1. Sociological Perspective: ............................................................................................................ 3
2.2. Economic Perspective: ............................................................................................................ 3
2.3. Political Perspective: ............................................................................................................... 4
2.4. Ethical or Moral Perspective: .................................................................................................. 4
2.5. Religious Perspective: ............................................................................................................. 4
3. Economics of the Mass Media........................................................................................................ 5
3.1. Models of Media Support: ...................................................................................................... 5
3.2.1. Monopoly: ........................................................................................................................ 6
3.2.2. Oligopoly: ........................................................................................................................ 6
3.2.3. Conglomeration: .............................................................................................................. 6
3.2.4. Vertical Integration: ......................................................................................................... 6
4. Functions of Mass Media: .............................................................................................................. 7
4.1. Mass Media Give Us Information: .......................................................................................... 7
4.2. Media Act As Forum: .............................................................................................................. 7
4.3. Mass Media Educate Us: ......................................................................................................... 8
4.4. Mass Media Give Us Entertainment: ...................................................................................... 8
4.5. Mass Media Watch For Us:..................................................................................................... 8
4.6. Mass Media Give Us Interpretation: ....................................................................................... 9
4.7. Mass Media Socialize Us: ....................................................................................................... 9
4.8. Mass Media Provide Us Better Accessibility In Our Life: ..................................................... 9
4.9. Mass Media Give Us Weather Forecasting: ............................................................................ 9
5. Conclusion ...................................................................................................................................... 9
BIBLIOGRAPHY: ............................................................................................................................... 10

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 GURUKUL LUTHERAN THEOLOGICAL COLLEGE & RESEARCH INSTITUTE

ASSIGNMENT ON CHRISTIAN COMMUNICATION

SUBJECT: Mcom005 - Critical History of Mass Media and Socio, Economic, Political
Transformation.

Topic : Mass Media Trends

- The Importance of Mass Media.
- Economics of the Mass Media.
- Functions of Mass Media.
Submitted by – Johana, MTh I
Faculty in-charge - Dr. Samuel Soundaraj Singh
Date: The 23rd July, 2019 (Tuesday)

1. Introduction:

The term Mass Media is defined as, “social institutions created to perform the tasks that the society
requires of them. The newspaper, book, magazine, motion picture, radio, television, and sound
recordings are Mass communication media.”1 J. Klapper defines Mass Media as, “media of
communication in which a mechanism of interpersonal reproduction intervenes between speaker and
audience.”2

The word ‘Mass’ derives from the greek ‘massein’ and the expression was already used in the political sense by
Aristotle with a derogative connotation. The word further received a negative qualification by St. Augustin who
speaks about a ‘massa perditionis culpabilis et damnata’ in view of the people not concerned about a proper
spirituality. In modern times the followers of Hegel but also in the French revolution the ‘mass’ were the
undemocratic low class... Only in more recent times the expression becomes a more positive connotation also in
realtion with the word communication or media.3

Biju Mathai Defines Mass Media as, “a term used to denote, as a class, that section of the media
specifically conceived and designed to reach a very large audience, typically at least as large as the
whole population of a state or country or even internationally”4

From the statements given we can define Mass Media as tools used human beings to reach other
people with innumerable audiences to feed them with the things they required. They can come in the
form of words, songs, actions through the media.

1
Ray Eldon Hiebert, Donald F. Ungurait and Thomas W. Bohn, Mass Media V: An Introduction to Modern
Communication, (New York: Longman Inc., 1987), 12.
2
As quoted in Society of the Divine Word, Communicating in Community, (Indore: Satprakashan Sanchar Kendra,
1996), 62.
3
Society of, Communicating…, 60.
4
Biju Mathai, “Communication Explosion and its possibilities”, in The Dynamics of Modern Communication: An
Indian Perspective, edited by Paul Manalil, (Tiruvalla: Christava Sahitya Samithy, 2006), 158.

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“According to Industry estimates, adults spend more than half their waking lives with the media -
more time than they spend sleeping.”5

This is the statement made by Shirley Biagi. The statement clearly portrays the reality of our life
today and the impact that Mass Media have in our life. Mass Media have effect upon our Socio
Economic, Political, Religious (even Spiritual), Moral lives. They can influence the way we eat, we
dress, we behave, we cast our vote, even the way we worship God as well. These Mass Media
capture so much of people’s life and attention and also collect so much money for delivering
information and entertainment. Shirley Biagi, again aptly sums up the concept of Mass Media in the
following three ways:6

- The Mass Media are profit-centred business.

- Technological developments are an integral part of changes in the way Mass Media are
delivered and consumed.
- Mass Media both reflect and affect politics, society and culture.

2. Importance of Mass Media.

Media are one of the most powerful entities we have in this world, with good reason. The Mass
Media have many roles in our world, and the most important role is providing us the news. But, our
lives are handicapped without these Mass Media. They play important parts in our live so as to let us
know how to live a live for the present context. The importance of Mass Media is given from the
following perspectives:

2.1. Sociological Perspective:

Our society today is highly controlled and directed by Mass Media. We socialize using Mass Media
by means of social networks like facebook, whatsapp, twitter, etc. We also learn to live with others
through these Mass Media. Being outdated to Mass Media has become a kind of illiteracy. We
socialize and escape from the hectic realities of life by using Mass Media as Medium to watch
Movies, News, Sport events and some other TV shows.

On the other hand these Mass Media capture too much of our times. People spend a lot of times with
these media and could make less times with their family and friends. In short, we can say that these
media keep people aloof from the society which can be a danger for the communality of the
community.

2.2. Economic Perspective:

Mass Media provide us market facilities where we can order what we wish to buy by means of online
marketing. Mass Media not only sell, but they also tell us what to buy through advertisements. We
now spent a lot of money in and through these Mass Media. At the same time Mass Media provide us
grounds to sell our products as well. They teach us the better ways of living and the better ways of

5
Shirley Biagi, Media Impact: An Introduction to Mass Media, (Belmont, CA, USA: Wardsworth/Thomson
Learning, 2003), 19.
6
Biagi, Media Impact…, 21.

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farming. Weather forecasts also play a great role in the economy of the people as the economies of
many depend upon the weather conditions.

Mass Media also provide livelihood for many. Manufacturers of media, producers of films and
songs, promoters of sporting events, website owners, hardware and software experts, sellers of media
products, uploaders of their videos in the internet, advertisers, etc all these people earn their
livelihood from Mass Media.

2.3. Political Perspective:

General elections of most of the countries are highly conditioned by media today. All the contesting
parties take huge steps and spent large amount of capital on Mass Media for election campaigns.

Mass Media can have a deep effect on the political scenario of a country. People can express their
ideas and concerns through Mass Media. We can now watch and see all that are happening in the
political scenario of our country and even international politics. All these broaden the outlook of the
people and lead them into political developments.

2.4. Ethical or Moral Perspective:

This is one of the highly addressed issues in Mass Media. The scenes portrayed by Mass Media have
far reaching effects on the people. Media teach us good and moral life while they can instigate
violence in the society. Pictures and words posted in the social networking sites can lead to a life
misery of the one who posted it. Words and pictures can easily be manipulated in the Mass Media.
Media can interpret what has been said in all sorts of ways. So, Mass Media have important roles in
bringing a better moral life in the society, family and in the personal lives of the viewers.

2.5. Religious Perspective:

Christian churches and other religions have been making use of these media in printed and other
forms of the media. Our religious books are the source of our theological conceptualisations. Now a
day, projecting the programme has been another popular trend. Bible, Hymnbook and other
important church documents have also come in e-format. Many Televangelists make good use of
internet as means to engage into ministry. Cyber churches, online counselling sites, online Christian
forums, social networks have become the ministerial ground for the church. It is really important for
those who are engaged in the ministry of the church know how to handle these internet materials and
to be able tio give proper awareness to the people as well.

At the same time, there can be a number of disadvantages of Mass Media, one is risks of inaccurate
reporting and a loss of privacy. Sometimes, in a rush to be the first to break a story, the media puts
out incorrect or inaccurate information. It is also hard to check everything that is reported or stated
by the media. Additionally, with all the cameras and coverage today, there really is no privacy. When
somebody makes a mistake or unconsciously says something wrong, it can get blown way out of
proportion.

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3. Economics of the Mass Media.

By Economics of Mass Media we can say that it is the commercialisation of Mass Media or Mass
Media Business. Mass Media, which had been invented for the betterment of human lives have now
been made sources of few industrialists now. Gillian Doyle quotes some of the definitions of media
economics as, 7

According to Robert Picard, media economics ‘is concerned with how media operators meet the informational
and entertainment wants and needs of audiences, advertisers and society with available resources’ (1989: 7).
Likewise, Albarran’s definition of media economics focuses on ‘how media industries use scarce resources to
produce content . . . to satisfy various wants and needs’ (1996: 5). For Alexander et al., media economics refers
to ‘the business operations and financial activities of firms producing and selling output into the various media
industries’ (1998: 2).

Media economics, then, is concerned with a range of issues including international trade, business
strategy, pricing policies, competition and industrial concentration as they affect media firms and
industries.8

Gillian Doyle sayd that media goods and services represent a small but growing proportion of total
economic activity in developed countries and, in the United Kingdom (UK) for example, they
account for some 3–5 per cent of GDP.9 It was as far as the year 2002 when Doyle gives this figure.
The figure says the importance of Media in the fiscal patterns of a government. Mass Media
communications represent significant factors in the national economy. The production, distribution,
and presentation of radio, over-the-air and cable television, motion pictures, newspapers, books,
recorded music, magazines, internet based websites and networks, social media, telemarketing sites
require great expense and frequently generate enormous profits. The world riches people used to be
oil related capitalists, but now a days the riches people of the world are of Mass Media related
business people.

Mass Media business mainly bases on the audience’s purchases of media goods and services
influenced by supply and demand. Producers and manufacturers of Mass Media produce and
manufacture their product by looking at the attitude of the people. And it is their goal lo let people
desire their product at the same time. So, most of the Mass Media related industries derive practically
all their revenues from their audiences. Seeing the tendency of human beings many business people
emerge to make their media more attractive and to gain profit out of the Mass Media. With the
endless human greediness Mass Media have become in the hands of very few industrialists of the
world. Even the news channels are also highly framed so as to get more income out of the news.

3.1. Models of Media Support:

Ray Eldon Hiebert et. al., point out the models of Media support system in the following ways:10

7
Gillian Doyle, Understanding Media Economics, (London: SAGE Publications, 2002), 2.
8
Doyle, Understanding ..., 2.
9
Doyle, Understanding ..., 3.
10
Hiebert, et. al., Mass Media V…, 572.

5
 - Media supported by audiences: Those media who earn their revenue solely from their
audiences. The audiences pay the entire cost of the media.
- Advertiser-supported Media: Those media which could run out of revenues they obtain
from advertisements charges. But, in this mode audiences are sold to advertisers.
- Audience- and advertiser-Supported Group: Most general-circulation newspapers and
magazines derive their revenue from both audiences and advertisers.
- Private- and Corporate- Subsidized Media: Media supported be state and federal agencies,
organizations or private corporations. Still the public pays part of the bill indirectly through
taxes, etc.
3.2. The Economics system of Mass Media

The Economic system of Mass Media is divided into three main categories as follows:

3.2.1. Monopoly:

A monopoly occurs when one controls a product or service—for example, a small town with only
one major newspaper. This is the most concentrated type of media industry. It happens when the
franchise of a media has been given to one company, then, no other company can move in to
compete. So, the medium then is monopolized by a single company and its control is also completely
in the hand of one company or person.

3.2.2. Oligopoly:

This system is the control of a product or service by just a few companies. “The essence of the
conduct of an oligopoly is that the number of firms is small enough that all can be cognizant of the
others and react accordingly.”11 It is a process by which the not so big media company, with their
own differences and integrity, work together for common good. They all have common competitors
and work for the good of the group.

3.2.3. Conglomeration:

Conglomeration happens when media companies are owned by other companies that own media
companies as well as business that are unrelated to the media business.12It is an act of broadening
business so as to get more profit out of the business. It can also be said as capitalisation of business.

3.2.4. Vertical Integration:

“It is an attempt by one company to control several related aspects of the media business at once,
with each part of the company helping the other.”13

Through all these means the Mass Media today are being controlled by few companies in the country
and in the world. All these companies compete each other to gain more profit. They try to please
their audiences so that they can get more from them. Hence, the Mass Media are being controlled by
11
Hiebert et. al., Mass Media V…, 56.
12
Biagi, Media Impact…, 23.
13
Biagi, Media Impact…, 23.

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the rich few and are paid by common people. Since, Mass Media fall into the hands of the few is has
become the means of getting money for the rich people.

4. Functions of Mass Media:

Mass Media are the powerful means that do not only influence today’s world but that also shape
tomorrow. Mass Media perform essential task in order to spread its effect to the people and maintain
the society. Pope Pius XII said,14

It is not an exaggeration to say that the future of modern society and the stability of its inner life depend in the
large part on the maintenance of an equilibrium between the strength of the techniques of communication and
the capacity of the individual’s own reaction.

4.1. Mass Media Give Us Information:

It is the main function of Mass Media. Reporting the news and the background to the facts presented
appears to be one of the most important functions that a media landscape will always have to fulfil in
a modern democratic society. Media keep a close watch on every notable events of our society and
report them for public interest. Media disseminate information mostly through news broadcast on
radio, TV as well as newspaper or magazines. Moreover, advertisements are also mostly for
information purpose.

It is only though the Mass Media that we learn the news in and around us, even the other sides of the
world. The socio economic, political, religious, historical events of different parts of the world are
collected and disseminated in and through these Mass Media. Now a days we are fed with different
numbers of 24/7 news channels through the internet, television, etc. Moreover we could obtain
newsfeeds from social networks like facebook, twitter, WhatsApp, Instagram, etc. Moreover, for
those who are still interested, traditional ways of newsfeeds like radio, newspaper are still available
today. If we want some quick news, organizations offer applications that can be downloaded in our
smartphones. These applications give us breaking news notifications, so that you can always be
aware about latest updates.

4.2. Media Act As Forum:15

Through media people discuss, respond and correlate to the society. Many people who are interested
in writing, analysing news, producing documentaries find media as forum to convey their ideas and
thoughts. Media provide us to preview and review the politics of our country, the socio political,
economic set up of our society. Talk shows, editorials, social networking sites, etc, are good
examples of this.

14
As quoted in Subir Ghosh, Mass Media Today: In the Indian Context (Calcutta: Rupa & CO., 1996), 13.
15 “Although closely linked to news provision, the expression and discussion of opinions on news developments is a
separate function. News is about informing individuals in the most objective and accurate way, feeding them with
information for debate. News is about the what, when and where of life. It refers to specific crafts and codes: the crafts
and codes of independent journalism. Opinion is more concerned with why, and asks for choice and colours. In an open
society with open public debate, opinions may differ within and between communities. ”
Wetenschappelijke Raad, “A New Paradigm: a Functional Approach to the Media Landscape,” in Media Policy for
the Digital Age (Amsterdam: Amsterdam University Press, 2005), 67

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People with different views of the world should be able to express themselves in the Mass Media.
We live in a democratic society where our society provides platforms in order to express, forming
and exchanging opinions about news and all kinds of other things that are happening in society.
Together with news provision, opinion forming plays an essential role in the democratic process.
Accessibility to express and to form opinions is highly important. By the means provided by Mass
Media we can express our ideas and opinions to the public. Political, sociological, economic, moral
and ethical, religious agenda could be discussed in the public by means of Mass Media.

4.3. Mass Media Educate Us:

We learn through experiences. Experience is one of the most important ways of learning. Mass
Media play important role in educating human being. We see how people dress, live, talk, behave,
eat, and communicate through Mass Media. The process of learning could either be intentional or
unintentional; still we learn to live through the Mass Media. We could also obtain different book
through internet as well, which is a great advantage for scholars around the world.

Mass Media present education and information side by side. They provide education in different
ways to people of all levels. They try to educate people directly using different forms of content.
Dramas, documentaries, interviews and many other programs are arranged to educate people
directly. Mass Media are used as successful tool for Mass awareness. As George Bernard Shaw used
to refer to the daily newspaper as, “the poor man’s university”. 16The importance of media in
educating the people cannot be overemphasized.

4.4. Mass Media Give Us Entertainment:

Life without entertainment will be termed as ‘boring’. Human beings look for ways to escape from
the harsh realities of life. Mass Media provide us a good ground for human beings to entertain and
make life more beautiful. Movies, reality shows, songs, drama, games, sports, etc, are all provided in
Mass Media. Now we can watch a live telecast of a cricket match between India and Pakistan from
our sitting room.

Entertainment is one of the most important functions of the Mass Media. In our today’s context,
human beings are looking for entertainment in all sorts of ways. Most of all the things we want to see
are being closely provided to us by Mass Media. Sports, songs, movies, games and many other forms
of entertainment are acquired though Mass Media.

4.5. Mass Media Watch For Us:

Mass Media function as watch dogs for human beings. Mass Media observe the society closely.
News about films played at local theatre, stock market prices, new products, fashion ideas are
examples of helpful surveillance.

16
Ghosh, Mass Media…, 14.

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The Mass Media also act as an important accountability mechanism by acting as watchdogs of
society. For instance, by raising or exposing important issues such as political corruption in a
particular society/country, people are able to hold the government accountable through public debate.

4.6. Mass Media Give Us Interpretation:

The Mass Media do not just give facts and data but also explain and interpret events are situations.
News analysis, editorials are some examples of interpretations provided by Mass Media. Such types
of interpretative contents are prepared by those journalists who have knowledge of background
information and strong ability.

4.7. Mass Media Socialize Us:

Media transmit of culture and reflect society. Now a day, most of the youth are living in a virtual
society or cyber society where they chat, laugh and have relationship with their fellow human beings.
“Mass Media also help us to keep the culture and heritage of our society alive and transmit it to
others. They pass on social heritage by holding up a mirror to society, reflecting standards for
behaviours, cultural values, social norms and folklore.”17

4.8. Mass Media Provide Us Better Accessibility In Our Life:

Mass Media provide us a much easier life. We can avail almost all our physical needs through the
Mass Media. Online shopping has been the fast growing trend in today’s world where a person can
buy old and brand new clothing, electronic gadgets, household goods, etc from one’s own country
and even from abroad.

4.9. Mass Media Give Us Weather Forecasting:

Mass Media can warn us of approaching bad weather, dangerous situations in a city, a state, or the
country. These weather forecasts play important roles in the life of many people whose livelihood
highly depends upon the weather conditions.

5. Conclusion

From the paper it is apparent that the importance, functions and economics of Mass Media is so vast
that it covers each and every nook and corners of our lives. Our life today is incomplete without
Mass Media. We learn how to live and behave through these Mass Media. It is even a danger to be
imprisoned and controlled too much by these. It is the duty of the church to give awareness to the
people as to how to handle Mass Media. Care should always be maintained not to let these Mass
Media to lead the people astray from truth. Tools can be of great help for human beings if they are
used as they are meant to be. But, when they are used to hurt others they can be lethal tools.
Likewise, Mass Media are useful tools to provide us better living, but they can be dangerous tools if
they are used in inappropriate ways.

17
Ghosh, Mass Media…, 14.

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BIBLIOGRAPHY:

Biagi, Shirley. Media Impact: An Introduction to Mass Media. Belmont, CA, USA:
Wardsworth/Thomson Learning, 2003.

Doyle, Gillian. Understanding Media Economics. London: SAGE Publications, 2002.

Ghosh, Subir. Mass Media Today: In the Indian Context. Calcutta: Rupa & CO., 1996.

Hiebert, Ray Eldon Donald F. Ungurait and Thomas W. Bohn. Mass Media V: An Introduction to
Modern Communication. New York: Longman Inc., 1987.

Mathai, Biju. “Communication Explosion and its possibilities”. In The Dynamics of Modern
Communication: An Indian Perspective edited by Paul Manalil. Tiruvalla: Christava Sahitya
Samithy, 2006.

Raad, Wetenschappelijke. “A New Paradigm: a Functional Approach to the Media Landscape”. In

Media Policy for the Digital Age. Amsterdam: Amsterdam University Press, 2005.

Society of the Divine Word, Communicating in Community. Indore: Satprakashan Sanchar Kendra,
1996.

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