Role of Mass Communication in Business

-
Mass communication is an indispensable part of business. Business activities would be restricted without mass media. In this post modern age, the success of business largely depends on mass communication. The role of mass communication in business is mentioned below-
Launching business: Media of mass communication are used to make wide circulation of news regarding forming and launching a new business. Mass media can bring the matter to the knowledge of concerned parties very quickly and seek their patronization and support.
Advertising products and services: Mass communication plays a vital role in adverting products and services. Mass media like radio, television, newspapers and magazines are the prime vehicles of advertisement. Through advertisement on mass media, businesses can persuade potential customers easily.Role of Mass Communication in Business
Informing market demand and supply: Equilibrium condition of demand and supply of goods in the market is essential for market stabilization. If there is more demand than the supply, prices will go up again in the reverse situation, the prices will go down. Both of these conditions are harmful for business. Mass media bring these matters to the knowledge of business executives and help to maintain market stability.
Facing competition: Business organizations are engaged in constant competition. In order to survive and to face the communication media like, advertisement, publicity, personal selling etc. greatly contribute to enhance demand and to prepare better for facing competition.
Administering the business organization: A large organization may employ thousands of employees. Top-level executives cannot personally communicate with all of them. In such a situation mass communication is the best way to provide the employees with the necessary information instruction orders, guidelines etc.
Interdepartmental coordination: Large organizations usually have various departments like production, procurement, marketing sales, administration, accounts etc. Success of that business depends on timely completion of various departmental activities in a coordinated way. Mass communication helps in coordinating those activities in a coordinated way. Mass communication helps in coordinating those activities through monthly, quarterly or yearly reports, handbill, circular letter etc.
Maintaining good labour-management relationship: Congenial labour-management relationship is a pre-requisite for organizational success. Creating and maintaining good relationship require frequent communication between workers and managers. Mass communication media facilitate frequent communication and thus maintain good labour-management relationship in the organization.
From the above discussion we can say that, role of mass communication is unlimited in business. Its importance is severely felt in business especially, in the production and distribution of consumer goods. So for gaining business success the businessmen should be well aware of it.

Comments

Post a Comment

Popular posts from this blog

ALTERCASTING THEORY

-
ALTERCASTING A tactic for persuading people by forcing them in a social role, so that they will be inclined to behave according to that role. History and orientation Although the term altercasting is used quite frequently, it is not a very well-known or elaborated theory of persuasion. Core assumptions When a person accepts a certain social role, a number of social pressures are brought to bear to insure that the role is enacted. The social environment expects the person to behave in a manner that is consistent with the role; the role also provides the person with selective exposure to information consistent with the role. Altercasting means that we ‘force’ an audience to accept a particular role that make them behave in the way we want them to behave. There are two basic forms of altercasting: Manded altercasting  means that we ‘tell’ people who they are (or are supposed to be) by making an existing role salient (‘You as a Christian should....’), by placing others in
Read more

LANGUAGE EXPECTANCY THEORY

-
EFFECTS OF LINGUISTIC VARIATIONS ON PERSUASIVE MESSAGES History and Orientation Brooks (1970) provided a spark to begin developing the Language Expectancy Theory. He had expectations about what a source might or might not say in persuasive messages. Burgoon, Jones and Stewart (1975) added the impact of linguistic strategies. They claimed that strategic linguistic choices can be significant predictors of persuasive success. In 1995 Burgoon provided a detailed version of the formulation of the Language Expectancy Theory. Core Assumptions and Statements Language Expectancy Theory is a formalized model about message strategies and attitude and behavior change. Message strategies include verbal aggressions like fear appeal, explicit opinions and language intensity which are more combat. Language Expectancy Theory assumes that language is a rule-governed system and people develop expectations concerning the language or message strategies employed by others in persuasive attempts (B
Read more

DEPENDENCY THEORY

-
Image
MEDIA DEPENDS ON THE SOCIAL CONTEXT (or: Media System Dependency Theory) History and Orientation Dependency theory was originally proposed by Sandra Ball-Rokeach and Melvin DeFleur (1976). This theory merged out of the communication discipline. Dependency theory integrates several perspectives: first, it combines perspectives from psychology with ingredients from social categories theory. Second, it integrates systems perspectives with elements from more causal approaches. Third, it combines elements of uses and gratifications research with those of media effects traditions, although its primary focus is less on effects per se than on rationales for why media effects typically are limited. Finally, a contextualist philosophy is incorporated into the theory, which also features traditional concerns with the content of media messages and their effects on audiences. Research generated by this model had tends to be more descriptive than explanatory or predictive. Core Assumptio
Read more