Statistics show that there are few things which impact the human mind more than mass media. The advice of teachers, parents and relatives may fall on deaf ears, but the mass media holds us all spellbound! At this point, it becomes necessary to define this concept.
It may be defined as any form of communication which is meted out to the people at large, through the various forms of communication. What modes of communication are we talking about? Well there can be no static definition for the channels of mass communication as they are increasing all the time. But any form of communication which is seen and understood by a large mass of people can be taken to mean mass communication or media channels.
Mass media holds a kind of mystique in the minds of the people. It is because the communication is designed in such a way that it appeals to a larger demographic segment. The test of a good mass communication marketing drive is to see if it gets the people talking. If it does, then not only does it mean that the advertising drive has been successful, but the organization in charge of the mass communication is also getting publicity by the word-of-mouth channel!
Mass Media's Hold
It is hard to argue with the fact that mass media has a compelling effect on the human mind. Especially on minds which are more impressionable. For example, the influence on our children is understandably higher than it is in adults.
The Influence on Youth
There is a burgeoning need amongst the youth to be accepted as a part of a group, to be popular, to have friends and relationships with people of the opposite sex etc. Experts understand this need of the people and hence they come out with advertisements on TV, or in the newspapers, or on websites on how people can be more popular using a certain product. Most advertisements you see which are aimed at the youth generally talk about the 'cool quotient' of the product and how it is going to be the...