Read the passage carefully and answer the following questions from
Mass Media And Communication
It is obvious that there has been a phenomenal expansion of mass communication of all kinds in recent years. As students of sociology, there are many aspects to this growth which is of great interest to us. First, 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. Second, this help 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 influenced by the society in which it is located. At the same time the far reaching influence of mass media on society cannot be over-emphasised. We shall see this dialectical relationship —(a) the role of media in colonial India, (b) in the first decades after independence and (c) and finally in the context of globalisation. Third, 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. You will find, therefore, that 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. Fourth, there are sharp differences between how easily different sections of people can use mass media.
How is mass communication different from other means of communication?
Answer & explanation
Correct answer: option 2
The correct answer is Option (2) → It requires formal structural organization.
Option (1) It requires a larger target audience. — Incorrect. The passage names the organisation, not the audience size.
Option (2) It requires formal structural organization. — Correct. Mass communication needs a formal structural organisation to meet large-scale capital, production and management demands. That is why the state or the market has a major role in it, and why it works through very large organisations with big investments and many employees.
Option (3) It requires specific skills. — Incorrect. Skills are not what sets it apart.
Option (4) It requires special training. — Incorrect. Training is not what sets it apart.
NCERT (2025-26): “…Third, 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. You will find, therefore, that 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.…” |