Post Modern Style of Mass Communication

Topics: Mass media, Communication, Marshall McLuhan Pages: 9 (3051 words) Published: December 1, 2010
Title of the Paper : Post Modern Style of Mass Communication Author : Rama Golwalkar - Potdukhe
B.Com., LL.B., M.M.C. (NET) D. CYP
Ex-HOD, Department of Mass Communication,
GH Raisoni Institute of Information Technology,
Shraddha House, Kings Way Nagpur.
Presently working as Asst. Professor, Symbiosis Institute of Media and Communication, PUNE

Submitted to
International Conference on Style and Stylistics
Organised by
Dept. of Linguistics and Foreign Languages,
RTM Nagpur University, Nagpur.

To be Held on 17th and 18th October 2008

This paper discusses about the changing styles of mass communication with the advancement of technology. The paper traces the evolution of mass media from primitive times to the ultramodern techno savvy modern media of mass communication along with the progression of stylistics of presentation, language, content. For the sake of convenience the history of mass media is divided into five stages viz. Pre-printing media, Print media, Radio & Films, Television & Ultramodern Media. All these media have developed their own style of communication with masses and technology was instrumental for this change.

Communication is an inevitable aspect of life. And each living being has its own style of communication. Human communication is the most complex out of all these communications. Technology added to it made it more effective, rapid, and continuous with the wide reach. Development of language was the most essential factor of human civilisation. Certainly language proves to be an important medium of human communication. Primitive civilisations had developed the techniques to communicate to the large number of people but those techniques were fundamentally the techniques of group communication, till the invention of printing technology.

Printing technology was responsible to start the new genus of communication titled mass communication. Experiments on sound and transmission of sound waves from one corner of the world to another opened the new horizons to mass communication. These gradual progressions helped the mankind to evolve with new civilisation and life style which we name as information era. It is really interesting to plot and study the graph of technological development of mass communication and its co-relation with the changing styles of communication. Hence the author has selected this topic for her paper presentation.

The word Style is defined in various ways. The dictionary meaning is as follows: Style: i. A kind or sort especially in regard to appearance and form; ii. A manner of writing or speaking or performing; iii. The distinctive manner of a person or school or period, especially in relation to painting, architecture, furniture, dress, etc.; iv. The correct way of designating a person or thing; A superior quality or manner; v. A particular make, shape, or pattern[1]

Similarly Stylistics[2] is defined as: The study of literary style. A branch of modern linguistics devoted to the detailed analysis of literary style, or of the linguistic choices made by speakers and writers in non-literary contexts. Exploring the Language of Poems, Plays and Prose (1996)[3].

The term Mass Communication is referred to as: A process in which professional communicators use media to disseminate message widely, rapidly and continuously to arouse intended meanings in large diverse audience in attempt to influence them in a variety of ways.[4]

While reviewing the above definitions it is clear that without developing specific styles the professional communicators cannot communicate with masses. The author went through the history of media development and deduced some interesting result. For the sake of convenience she divided the time period into five slots: Pre-printing era, Printing era, Radio and Films era, Television Era and Post Modern Era of Interactive Media.

The Theme
The medium is the integral part of communication process hence important element...
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