Concept of mass communication

• It enables development agents or agencies to reach a large number of persons, directly (or) indirectly, with one exposure or a single source.
• It involves a mass medium such as radio, television, and newspapers and so on, which enable a source to reach an audience of many. These are the means or devices of communication used to reach large number of audiences at a time.

Six category system:

1. Cognition: Using the media to learn or know something
2. Diversion: Using the media to take our attention elsewhere. Three major forms of diversion: stimulation, relaxation, emotional
3. Social Utility: Social Utility describes the human need to strengthen contact with family members, friends, our entire social group and making relationship
4. Affiliation: Affiliation refers to a person’s desire to feel a sense of belonging or involvement within a social group
5. Expression: Self-expression refers to individuals’ need to express their inner thoughts, feelings, and opinions.
6. Withdrawal: Withdrawal describes using the media to create a barrier between themselves and other people