Microsoft Word Revised Syllabus Ver doc

UNIT – IV MASS MEDIA AND TRANSLATION 
Lesson – I Social importance of Mass Media 
a)
Functions of the mass media
b)
Print media
c)
Feature-writing
d)
General effects in mass media
e)
Impact of mass communication
Lesson – II Features of Print Media 
a)
Characteristics of Print Media
b)
Newspaper
c)
Magazines
d)
Books 
e)
The Role of Advertising
Lesson – III Aspects of Electronic Media
a)
Radio
b)
Television
c)
Major functions of the TV
d)
Ethics of Broadcasting .
e)
Film
Lesson – IV Characteristics of Spoken Media 
a)
Need for Communication
b)
Mass Communication
c)
Spoken Media
d)
Platform speech
e)
Issues of Translation
Lesson – V Translation Issues Regarding Language Use in Mass media 
a)
Media Translation
b)
Mass Communication Research
c)
Reasons for conducting Research
d)
Developing theories
e)
Solving practical problem

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UNIT - IV 
LESSON - I 
SOCIAL IMPORTANCE OF MASS MEDIA 
A mass medium according to Wilbur Schramm is essentially a working group 
organized around some device for circulating some message at the same time to large 
numbers of people.
Generally interpreted the 'Mass-media' are the press, cinema, radio and television. 
They are so termed because their reach extends to vast hetero-generous masses of the 
population living in a wide and extensive area of a country. The is means they employ to 
communicate message to the masses are technological printing machines, recorder, cameras 
and related equipment, broadcasting, satellites. Their communications are thus interposed, 
and not direct as in interpersonal exchanges.
Yet another feature of the mass media is that they are founded on the idea of mass 
production and mass distribution the marks of an industrialized society. Copies of newspaper 
and magazines, for instance, are printed in thousands (some national dailies in India have a 
circulation of our half a million) and are circulated over a vast area. But to enjoy a mass 
audience, the media have to cater to a taste that is not very 'Cultured' or sophisticated. What 
the mass media therefore reflect and propagate is a popular culture. In our country, however, 
the mass media are in fact a minority media as their reach extends little beyond the big cities 
and towns. 
A message can be communicated to a mass audience by means of the mass media like 
those of the print media and picture, which carry the message through the sense of sight, and 
include forms such as the weekly and daily newspapers, magazines, books, pamphlets, direct 
mail circulars and bill boards. Radio is the mass communication medium aimed at the sense 
of sound, whereas television and motion pictures appeal both to the visual and auditory sense.
The reader turns to a newspaper for news and opinion, entertainment and the 
advertising it publishes. In the weekly the focus is upon the reader's own community, in the 
daily, upon the nation and the world as well. Magazines provide background information, 
entertainments, opinion, and advertising: books offer a deeper and more detailed examination 
of subjects, as well as entertainment; pamphlets, direct mail pieces, and bill boards bring the 
views of commercial and civic organizations. Films may inform and persuade as well as 
entertain. Television and Radio offer entertainment, news and opinion, and advertising 
messages and can bring direct coverage of public events into the listener's home.
Important agencies of communication are adjuncts of the mass media. These are (i) 
the press associations, which collect and distribute news and pictures to the newspapers, 
television and radio stations, and news magazines; (ii) the syndicates which offer background 
news and pictures, commentary, and entertainment features to newspapers television and 
radio and magazines; (iii) advertising agencies, which serve their business clients on the one 
hand and the mass media on the other (iv) the advertising departments of companies and 
institutions, which serve merchandising roles, and the public relations departments which 
serve in information roles; (v) the public relations consoling firms and publicity 

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organizations, which offer information in behalf of their clients, and (vi) research individuals 
and groups, who help gauge the impact of the message and guide mass communications to 
more effective paths.