There has been a phenomenal expansion of mass communication in recent years. As students of sociology, there are a few aspects to this growth which is of great interest to us.
1. While we recognise the specificity of the current communication revolution, it is important to go back a little and sketch out the growth of modern mass media in the world and in India. This helps us realise that like any other social institution the structure and content of mass media is shaped by changes in the economic, political and socio-cultural contexts. For instance, we see how central the state and its vision of development influenced the media in the first decades after independence. And how in the post 1990 period of globalisation the market has a key role to play.
2. It helps us better appreciate how the relationship between mass-media and communication with society is dialectical. Both influence each other. The nature and role of mass media is influences by the society in which it is located.
3. Mass communication is different from other means of communication as it requires a formal structural organisation to meet large-scale capital, production and management demands. Thus, the state and/or the market have a major role in the structure and functioning of mass-media. Mass media functions through very large organisations with major investments and large body of employees.
4. There are sharp differences between how easily different sections of people cal use mass media.
