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Course:-  Dynamics of Mass Communication

Momin Masood & Zarak Baloch

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Topic:-  Social Effects of Mass Communication



The Social
Media has had a massive and towering impact on the world at large in a few
years’ time frame. The pace of change is accelerating. In ultra-modern society,
people are strongly influenced by mass media. Although traditional television
watching and newspaper reading are no longer as popular as before. It has
revolutionized the way people communicate and socialize on the web. For
example, the development in mobiles technology as smart phones has also played
a vital role in shaping the impact of social media across the globe. Nowadays,
people are living in the world ‘saturated by media sounds and image’. In this
report, a general introduction of social change and media influence will be
discussed in the first section.


aside from keeping yourself up to date, there are some real impacts both
positive and negative of usage of social media in every society. The positive
impacts of social media are that the communication has picked up speed. This
could be explained as; social networking sites offer a chance to communicate in
a speedy and efficient manner.  One can
send message through different mediums such as Facebook, Whatsapp and emails in
the entire world within seconds. In fact, these messages can be in sent as a
text, audio, picture or video etc. which means there is no limitation in
communication to any extent.


social networking offer the opportunity for people to re-connect with their old
friends and acquaintances, make new friends, trade ideas, share content and
many other activities. Users can stay alongside of the latest global and local
developments, and participate in campaigns and activities of their choice.
Professionals use social media sites like Linkedln to enhance their career and
business prospects. Students can collaborate with their peers to improve their
academic proficiency and communication skills. You can learn about different cultures
and societies by connecting with people in the other countries.


The large
and small companies are using media to advertise their products, build customer
loyalty and many other functions. Interactions and feedback from customers help
businesses to understand the market. As far as the cost factor is concerned it
is the cheapest way of advertisement and reaches to masses.


On the other
hand, the negative impacts are that many introverts and socially reclusive
users place too much emphasis on virtual interaction, and ignore the real world
outside. The cyber bullying and online harassment has gone at its peak over the
years. If you are not careful, unscrupulous people can target one for cyber
bullying and harassment on social sites. School children, young girls and women
can fall prey to online attacks which can create tension and distress.

it has effects on one’s productivity as many organizations have blocked social
networks on their office internet as addicted employees can distract themselves
on such sites, instead of focusing on work. Some studies also show that British
companies have lost billions of dollars per year in productivity due to social
media addiction among employees. Social media activism no doubt brings an
increase awareness about societal issues, questions remain the as to whether
this awareness is translating into real change. Some argue that social sharing
has encouraged people to use computers and mobiles to express their concerns on
social issues without actually having to engage actively with campaigns in real
life. Their support is limited to pressing ‘like’ button or sharing content.


one is not careful what he or she post on the net can come back to haunt them.
Revealing personal information on social sites can make users vulnerable to
crimes like identity theft, stalking etc.


Aspects of Mass Communication

are many social positive aspects of mass communication if we see the greater
picture and from an open minds perspective.

The awareness it brings

exposure to the different forms of media leads to an increased awareness about what’s
happening the globe. Newspapers, web portals and digital tech such as mobile
phones apps that serves us news feed, leads to speedy information. Not only
this but it helps one in intellectual discussions which are held in shows on TV’s
and keeps the discussion very knowledgeable. The latest in every field, be in
entertainment, sports, or any other news about major events across the globe,
and information about what’s new, what’s trending, what’s in and what’s in and
out reaches us within minutes so as a result, it keeps everyone up to date if
one is really into it they don’t lack behind others in discussion of social
issues and other topics. It also makes us aware of the changing social or
political scenario in not just our country, but the entire world. This could
help people who use social networking sites to have right information to be
discussed on forums with people around the world or to write blogs on their
own. The changing economy, forecast about rise and fall in the prices of goods,
prediction about the growth or decline in recruitments and statistical studies
in various other fields can help us plan for the future as a whole and individual.
An expected drop or rise in temperature, snowfall or rainfall and harsh weather
conditions are reported through weather forecasts in the news media because of
which we are well informed and plan everything accordingly. In case of
epidemics, natural hazards or man-made disasters, media spread awareness about
the associated risks and safety measures to take. Government and non-associated
organizations working for an environmental or social cause can use social media
and its form to spread their message, thus making the common people more
socially aware, environmentally conscious and if something like that breaks
down we humans can do the social working to help others.

The Easy and fast Access


Due to rapid spread of
media to all parts of the world, the access to information, data or anything is
easy and quick. Almost everyone now has access to information from anywhere in
the world. Owing to technological developments, media is not limited to big
cities. It has reached the worlds remote areas, thus increasing the accessibility
of information. With the existence of television reaching almost every
household, access to sources of information and entertainment has been increased.
The speed and ease of access was further boosted by the rapid spread of
internet technology. Today, there are several websites, TV channels as well as
newspaper columns and supplements dedicated to specific fields like food,
travel, animal life etc. Specialist in the field can provide guidance to the
readers or audience using these platforms. This modern mass media like mobile
phones and email, at distant locations can be reached within seconds. With the
increasing reach of media, service providers are eager to advertise themselves
through these channels. This in turn raises the audiences’ access to different
products and services, giving them more options to choose from.


Mass Media as a Platform


Media has served as one
of the best means to voice our opinions any and everything happening around us.
Blogs are a great way for anyone to express his ideas. Conversations in the
form of comments on the social or blog posts, and discussions in online or news
forums can help in the exchange of vital information or sharing of views. Media
often acts as the link between talented or skilled people and those is search
for them. For instance, job portals serve as a link between HR department and
unemployed who are willing to work. These days, there are many talent shows on
radio and TV that give up and coming artists a platform to showcase their
talent. Also, there are websites that allow you to exhibit your art and skills.
You can demonstrate your performing art, make a video, post it on one of these
websites, promote in your social profile, and see it go viral. Web, TV and
print media are some of the most well received advertising platforms. Businesses
use these to market their products and increase their reach.




Social media has its advantages and drawbacks as revealed above.
It is up to each one of us to use social sites wisely to enhance our
professional and social life, and exercise caution to ensure they do not fall
victim to online dangers.



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