Mass communication can be understood as an exchange of information using a platform that a large number of people have access to. It is a very broad sector which uses mass media to connect people. Journalism, television, broadcast radio, newspapers etc are all means to provide information to large sections of the society at the same time. It is a very powerful tool in bringing people from different backgrounds and cultures together, to share a common experience. It is a two way street where people in a society influence the content being created and at the same time are moulded by the content that they consume. For example – journalists report on what is unfolding in a given society and people who form this society base their beliefs and ideologies on this information that is provided to them. In a democracy like India, it provides a platform for people to initiate positive change by expressing their opinions and sharing it with a larger audience. The field of mass communication provides exciting career opportunities in diverse fields.
Given below are various fields under Mass Communication:
- Journalism: Journalism as a field keeps us informed about events happening around us which impact us in a direct or an indirect manner. A journalist performs the complicated process of taking information and sifting through it, editing it, giving it context and presenting it to people through print or non-print mediums.
- Public Relation: PR is a communication process that builds mutually beneficial relationships between two parties involved.
- Corporate Communication: Companies have the need to communicate with different entities such as employees, investors, stakeholders etc. Effective communication is essential to ensure smooth functioning of any organisation. Presentations, detailed reports, speeches are used to exchange ideas and information.
- Marketing: Marketing is the process of influencing consumers to choose a certain product or service over others. It connects with the masses using different marketing techniques such as digital or print as well as direct interaction with customers.
- Advertising: Advertising is one of the ways to market a product or service. It requires one to be innovative, creative and engaging in promoting the same.
- Graphics: Mass communications professionals with an artistic flair can create illustrations for publications, create signs, posters and use computer software to create layouts for brochures, magazines and advertisements.
- Social Media: In today’s day and age, social media has become an increasingly important tool for marketing and advertising. Social media platforms such as Twitter, Facebook, Instagram etc provide the opportunity to directly engage with one’s target audience.
Some of the prospective jobs under this field are:
- Journalist/News reporter
- TV correspondent
- Producer/ Film Director
- Radio jockey
- Public relations officer
- Content writer
- Sound mixer and Sound recorder
- Sound engineer
- Art director
- Event manager
- Video jockey
Roles & Responsibilities
Day to day responsibilities depend on one’s area of specialisation and nature of work. Certain duties attached to this field are:
- Identify target audience and conduct research to collect adequate information from various sources.
- Create content to meet the requirements of clients.
- Identify appropriate mode and techniques of communication for any given project.
- Utilise multiple channels of media to convey one’s information or message.
- Study consumer behaviour and collect feedback through surveys and other means.
- Analyse ways to streamline communication channels and ensure that information is prepared and received in the desired manner.
Given below are desired qualities for professionals in this field:
- Sharp observational skills.
- Ability to multitask and stay self motivated.
- Good time management and decision making skills.
- Creative and innovative style of working.
- Should be able to adapt well to changing work environments.
- Ability to manage stress well and meet deadlines.
- Good knowledge of different kinds of media platforms, especially social media.
- Excellent communication skills; verbal and written.
- Hunger to keep on learning and stay up to date with the latest developments in the field.
How to get there
- Clear class 12th in any stream
- Bachelors in Mass Communication/Journalism/ BA Hons. (English/Mass Communication) – 3 years
- Masters in Mass communication/Journalism for 1- 2 years
- Clear class 12th with any stream
- Graduation in any stream
- Diploma/ Masters in Mass communication/Journalism for 1- 2 years