Mass Communication

Summary: Mass communication (or communications) can be defined as the process of creating, sending, receiving, and analysing messages to large audiences via verbal and written media. It is an expansive field that considers not only how and why a message is created, but also the medium through which it is sent. These mediums are wide-ranging, and include print, digital media and the Internet, social media, radio, and television. Mass communication is multi-disciplinary in nature, incorporating elements of related fields such as strategic communication, health communication, political communication, integrated marketing communications, journalism, and more.

How to build on the subject: 

The basic concepts of communication, role of mass media in democracy, news as a genre, mass communication as an academic discipline, mass media ethics, right to respond in a democracy, investigative journalism, and related concepts maybe focussed on to build on the subject. It is not necessary that a student needs to have related subjects in class 11 or 12 but one can develop on certain aspects as per own interest in the domain. 

Professional Skills required for Mass Communication related careers:

Advanced oral and written presentation, Writing and editing, Research and data analysis, Mass media content creation, Critical thinking and adaptability, Teamwork and collaboration, Journalism and reporting, Digital and social media, Qualitative and quantitative research method, Visual and graphic communication. 

 Admission and Entrance Exams:

To enrol in UG mass communication programmes, the students need to complete their higher secondary studies. To enrol in a PG mass communication course, the students need to have a graduate degree in any discipline.

The entrance exam and admission to any course depends on the University preferred or the duration of the course selected.  In India One year diploma courses are available as well as 3 year Undergraduate programs and 2 years Masters programs in the related fields. 

The Indian Institute of Mass Communication is one of the most prestigious institutes for mass communication programmes. Some of the core subjects included in the curriculum include communication theory concepts and process, marketing, media planning, creativity and campaign planning, and government and public service communication. A total of 100 marks are allotted for each subject in the exam. The theory paper consists of 70 marks, whereas a weightage of 30 marks is allotted to the practical paper.

Core Subjects in Mass Communication:

Print Journalism, Radio, television, Online Journalism, Advertisement, Public Relations, Current Affairs

Elective Subjects in Mass Communication

Entrepreneurship Development, Foreign language, Social and Cultural History of India, Organisational Behaviour, Human Resource Development, Fashion Communication, Leadership Development & Team Building etc. 

Careers in Mass Communication:

A bachelor’s and/or master’s degree in mass communication can lead to a diverse selection of career opportunities, in fields such as advertising and marketing, journalism, healthcare, public relations, social and digital media, nonprofit, consulting, financial services, government, and more. Graduates of mass communication programs might pursue employment with public relations agencies, marketing and advertising firms, newspapers and digital publishers, community and non-profit organizations, healthcare agencies and hospitals, or television and radio stations.

With their knowledge of audience behaviors and content creation, professionals with a background in mass communications are crucial to delivering targeted, effective messages to large audiences. Graduates of master’s programs in the field can also continue their studies at the doctoral level and transition into careers within academia and research.

Some of the great options in Mass Communication are: 

• News Media Director: News media directors manage teams of journalists and the production of news stories. They possess an understanding of their readership and audience, create editorial calendars to address stories of interest, and oversee production of informative content around social, political, cultural, and economic issues.

• Journalist: Working under the supervision of news media directors, journalists find, investigate, and write about or report on important events or issues that are relevant to their readers. They employ not only the written word, but also multimedia and even interactive technology to develop stories that engage readers while educating them. Journalists often specialize within a given area of news media, such as politics, health, economics, or social issues.

• Web Content Specialist and Web Producer: Web content specialists, including social media specialists, search engine optimization (SEO) specialists and directors, and web producers, are experts in crafting engaging and informative content for online audiences. They typically manage one or more websites or online properties (such as social media accounts), and conceive of and implement content plans that address their target readerships’ interests. These professionals use search engine and web traffic analytics software to assess the performance of their website in terms of web traffic and reader engagement, and continually update their site’s content to ensure it stays relevant to their target audiences.

• Public Relations Director: Public relations directors manage the development and execution of strategic communication initiatives that help enhance a company or organization’s public reputation and manage a positive relationship with consumers, competitors, investors, and the press. They generally supervise a team of public relations staff and oversee development of media practices that align with the organization’s mission and values.

• Marketing Director: Directors of marketing manage the creation of multimedia advertising and other marketing assets that enhance brand reputation, engage consumers, and sell a product or service. These professionals also use marketing and consumer behavior analytics technologies such as search engine marketing analytics technology and customer relationship management software to inform their marketing strategies.

• Marketing Specialist: Marketing specialists work under the supervision of marketing directors to implement marketing and advertising campaigns. While marketing directors may design the concept for a new marketing plan, specialists execute on these plans by writing relevant and engaging content, creating videos and graphic designs to engage readers, and conducting regular consumer research to ensure that their marketing strategies remain relevant and up-to-date with the latest technologies and consumer preferences.

10 leading Universities for Mass Communication in India as ranked by JC_CCD 

• Delhi University (5 Years Integrated course) 

• Delhi University (BJMC)

• Delhi University (BMMMC)

IP College of Girls – Delhi

• Cluster Innovation Centre – Delhi

• St. Xaviers , Mumbai

• Xaviers University, Bhubneshwar

• Mumbai University

• Jai Hind College-Mumbai

• IP University – Delhi

• Christ University – Bangalore

• Devi Ahilaya Vishwavidyalaya – Indore

• Foreign Language University – Hyderabad

• FLAME University- Pune

• Bennett University- NCR

Mass Communication based resources:

• Fundamentals of Digital Marketing course-Digital Garage by Google

• Mass Communication in India by Keval J. Kumar 

• The Process And Effects Of Mass Communication by Wilbur L. Schramm

• Contagious: Why Things Catch On by Jonah Berge

• Taking Sides: Clashing Views in Mass Media and Society by Alison Alexander

• Certificate in Linkedin Marketing by Vskills.