MCM101 LESSON 1

LESSON 1: MASS COMMUNICATION 
1. Define the term ‘communication’ as presented in the lesson.
Communication is the sending of a message from one person to another, which has been a fundamental characteristic of human life.
2. What is the origin of the word ‘communication’?
The word ‘communication’ originates from the Latin word ‘COMMUNIS’, which stands for ‘common’ or ‘to create commonness’.
3. List three reasons why human beings need to communicate.
Three reasons are survival, co-operation, and building relationships.
4. What was a major development in early communication before the invention of paper?
Before paper, people used the bark of certain trees to write messages on.
5. Name one key invention that revolutionized early communication.
The invention of the printing press revolutionized early communication.
6. According to the lesson, what is the primary purpose of mass communication in the field of ‘General Information’?
Its primary purpose is to inform people at large about things in their immediate interest, such as news, views, and current affairs.
7. Identify one major field of mass communication mentioned in the lesson.
One major field is Public Relations.
8. What does the field of ‘Publicity’ in mass communication primarily refer to?
It primarily refers to advertising, which addresses masses for commercial purposes.
9. Explain why communication is considered essential for human survival.
Communication is essential for survival because a person cannot fulfill all daily life needs alone and is dependent on others every moment.
10. Explain the role of communication in persuasion.
Communication proves handy in persuasion by influencing others to help human civilization grow, a task done with various techniques today.
11. How did the invention of printing impact the dissemination of ideas?
The invention of printing allowed for the creation of many copies of a text, enabling authors to reach a high number of readers and share new ideas widely.
12. Compare the basic purpose of ‘Public Relations’ with that of ‘Publicity’ in mass communication.
Public Relations focuses on keeping relations with various publics for a defined purpose, while Publicity (advertising) addresses masses for purely commercial purposes.
13. Explain how communication aids in decision-making.
Communication helps in decision-making by providing information that allows individuals, families, and nations to draw conclusions and improve living standards.
14. How does communication fulfill social needs?
Communication knits societies together by allowing them to share and expand their social needs as they live in a more organized manner.
15. Describe the relationship between communication and power.
Better communication skills help people and tribes command power over others, especially in conflicts, by mustering support.
16. Explain the significance of information in advanced societies.
In advanced societies, a piece of information can bring relief in many ways, such as changing travel plans based on road conditions.
17. Why is communication vital for building and maintaining relationships?
Communication creates and strengthens relationships by allowing people to connect, share feelings, and establish bonds, from individuals to nations.
18. Apply your knowledge of communication needs to suggest why a community facing a natural disaster would need effective communication.
They would need effective communication to coordinate rescue efforts, share critical safety information, and muster support, which are essential for survival and cooperation.
19. A company wants to improve its public image. Based on the lesson, which field of mass communication should it focus on and why?
It should focus on Public Relations, as this field is used by the corporate sector to keep relations with their chosen audience and achieve a defined purpose.
20. Imagine you are crafting a message for a mass audience to persuade them to adopt a healthier lifestyle. What key aspect of communication, as discussed in the lesson, would you leverage?
You would leverage the aspect of ‘persuasion’, using communication to influence and motivate the audience towards a positive behavioral change.
21. A new printing technology has been invented that makes books even cheaper. Predict one potential effect on society based on the historical impact of printing discussed in the lesson.
Based on the historical impact, a potential effect could be a further increase in literacy rates and even faster dissemination of scientific and cultural knowledge.
22. Analyze the following scenario: A government uses a mass media campaign to inform citizens about a new tax law. Which primary field of mass communication is this an example of?
This is an example of the ‘General Information’ field, as its main purpose is to inform people about matters in their immediate interest.
23. A tribal leader uses compelling speeches to unite different clans. Which basic concept of communication does this demonstrate?
This demonstrates the concept of using communication for ‘Power’, as better communication skills help command influence and unite people.
24. You are explaining the importance of communication to a friend. Provide a concise explanation based on two reasons from the lesson.
Communication is vital for survival, as we depend on others constantly, and for building relationships, which are fundamental to human social structure.
25. Based on the lesson, what is one key consideration when composing a message for mass communication to ensure it is effective?
One key consideration is to use a standard language with polite and decent words to command maximum acceptability and avoid misunderstandings.