I. Meaning and definition of mass media: Communication is the art of transmitting information, ideas and attitudes from one point or person to another. Each of us communicates with another individual by directing a message to one or more of his senses-sight, sound touch , taste , speech or smell. When we smile, we communicate a desire for friendliness; the tone in which we say 'good morning' can indicate feelings all the way from hostility to warm pleasure, and the words we choose in speaking or writing convey a message we want to put across to another person. The more effectively we select and deliver those words, the better is our communication with him or her.

Let us now define mass media. The mass media is defined as the technological means of sending information, ideas, opinions etc. through the mass communication device to a diverse audience. In one sense, words and pictures are the media by which thought and feelings are communicated but the medium need not be restricted to this meaning. Medium means something intermediates, a middle state, something that intervenes. For example-money is a medium of exchange between a buyer and seller. Stone is a medium for sculptors' recreation. A medium of communication can buy any such item for transmission or transference of thought and feeling. Thus we can say, communication is an act or process involving transmission of information, ideas, emotions, skills etc., by the use of verbal or non-verbal or non-verbal (words, pictures, figures, graphs, gestures, facial expression etc.).

II. Communication and Contemporary Society: Contemporary society is far too complex to function only through direct communication between one individual and another. Our important messages to be effective must reach many people at a time. For example a housewife who is angry at the frequent load shedding of electricity may talk to half a dozen neighbours about organising a boycott. But if the editor of a local newspaper publishes a letter she writes, she communicates her idea to hundreds of women in a short time. We can take another example of a politician contesting for election, he spends much of his campaign time visiting people personally, holding meetings in the hope of winning their votes. Now, he spends time on television and radio, buys space in the newspapers, trying to deliver his message to thousands of voters simultaneously. This is mass communication-delivering information, ideas, attitudes to a sizable and diversified audience. Through the use of the media developed for that purpose.

The communication process: Communicator (C) places his message in a selected channel to reach audience (A).

Mass communication for a given message of one moment in time is illustrated here: Source (S) has his message reported by communicator (C) in channel controlled by editor (E) some adudience members (A) receive the message directly, others indirectly, but some are inattentive; feedback interactions may occur along the communication route.