Mass Communication in Modern Business

Mass communication is a special kind of social communication involving distinctive characteristics of the audience, the communication experience and the communicator. The term ‘Mass’ means large or huge people. When communication occurs between large people it is defined as mass communication. But such definition is not all. Actually mass communication is a process through which a message is widely circulated among the persons who are far and away from the source. For mass communication, a large number of audiences, some intermediary channels and vast boundaries of space are required. So, mass communication is a process of communicating with general people quickly at a time through the use of various channels like radio, television or newspaper etc.

Mss Communication is the process of sending message to a large number of heterogeneous audiences at a time by using some media. It processes all the features of great communication. But there some unique characteristics of mass communication (1. Micro and Macro Mass communication 2. Capitalistic and Socialistic Pattern of Mass communication).

SCOPE: Basically technological advancement has tremendously enhanced the scope of mass communication. It is much extensive. Areas covered by such communication are highlighted below:

Trade and commerce

Social affairs

Human resources management

Political affairs

State affairs

International affairs

Education

Advertisement of products and services.

Mass communication conveys important matters to mass people. There are some worth mentionable purpose of mass communication. A communicator has several objectives or purpose in his mind to achieve through mass communication. The following are the notable purpose of mass communication:

To achieve

To inform

To raise public opinion

To grab the market

To play diplomatic role

To entertain

To face emergencies

To solve employee problems

To explain public policy

To implement educational program

To socialization

 

At a present mass communication is used for transmission of news or information in a board way. It has a tremendous influence on political, economical and social environment. Its importance is massive in our life and therefore it has been introduced as the public communication departments in various universities to open the door for studies in the field of communication. Now a day’s students are taking the mass communication as a profession and the challenge of reality.

            

Communication Network in Modern Business

Communication network is the diagram which visualizes the system of information flow through different channels. It is a technique used for planning and scheduling of the system of communication. Network shows in simple way the interrelationship to various activities constituting a project or a program. It minimizes the total time and total cost of sending messages from the sender to the receiver of messages. Network develops a disciplined and systematic approach in planning and scheduling the activities. Communication network is applied for research and development; market penetration programs; traffic flow patterns; long-range planning and development of staffing plans; organization of big conferences, public works etc. It helps the management to be dynamic and interdependent. It develops a disciplined and systematic approach in planning and implementing communication channels. It helps to set inter related channels of communication within short span of time. It minimizes communication delays, interruptions and conflicts as the communication process is systematically planned. Communication network may be formal and informal.

       Formal Networks

Formal Networks are typically vertical, follow the authority chain and are limited to task-related communications. Formal small group networks are of three types, viz. the chain, wheel and all channels. The formal communication network shows the follow of information that follows the official chain of command. It shows that information may have downward flow, upward flow and horizontal flow. Formal communication network show how information is supposed to flow in the organization.

The formal communication network may be in the following two ways on the basis of the nature and structure of the organization:

Highly Structured and Formal Style of Communication:

There are three forms of communication network which fit into this form of organizational structure and management style and they are:

The wheel pattern of formal communication:

In this pattern of communication, there is a central authority at the center that receives and transmits message to five sub-ordinate levels. So in the wheel pattern of communication system, there are total six levels – one central level and five subordinates’ levels. This Pattern of communication system applicable in those organizations where there is a highly structured and authoritarian organization set up, where one central and dominating authority directs and manages all subordinate level from a central position and there is no communication among the subordinate levels . The wheel relies upon the leader who acts as the central conduct for the entire group’s communication.

The Chain Pattern of Formal Communication:

In the chain pattern of formal communication, messages flow only along the scalar chain of command. There is no horizontal and inter functional communication at middle and lower levels. The communication flow is normal and suffers from inflexibility. The chain rigidly follows the formal chain of command. The chain patterns of communication with a six level hierarchical structure.

‘Y’ Pattern of Formal Communication:

In this pattern of formal communication, the central level is located fairly high in the management hierarchy and holds the key position in monitoring and operating the communication chain.

Unstructured, Democratic and Participative Style of Communication or all channel Communication:

Communication Network can be arranged in the circular pattern. The communication pattern reveals an unstructured type of organizational style. The management is participated and democratic, people at all levels being involved in the management process. All channel or circular pattern of communication permits all group members to actively communicate with each other.

        Informal Network

Informal Network usually known as grapevine which is free to move in any direction skips authority levels and is likely to satisfy group members and social needs as it facilitates task accomplishments. The informal communication network carries information along the organization’s unofficial lines of activity and power. The informal communication takes the form of grapevine. The grapevine is an important source of information in most organizations.

The informal pattern of communication tends to treat the lines of informal grouping which would set the core skeleton of such communication network.

   (1) Hierarchical (Nodal) trend pattern of communication,

   (2) Gossip pattern of informal communication,

   (3) Random net or probability pattern of informal communication.

Cross Cultural Communication in Business

Culture defines the lifestyle of a particular region or country. As business has become more global, culture has a huge impact on business activities. Therefore proper understanding of cultural difference and overcoming language problems are the challenges for business executives. It means that people in business must understand the laws, language, customs, business policy and practice and mindset of different cultures. Communication creates network and helps to establish chain both internally and externally.

Business units sell their products and services both domestically and internationally. Proper communication with others helps to understand customers’ need and therefore winning the business. Communicating across cultures effectively improves the productivity and efficiency and promotes better work environment. Moreover, if cultural barriers are reduced, business enterprise can hire skilled people from other cultures and this will enrich business life.

Multi-national organizations hire people from different cultures and train them time to time to adjust with people from different cultures. Employees of such enterprises are skillful to work globally.

Communication across culture is not easy for all. Business managers face difficulties during global business due to variation across cultures. The following guidelines can help to improve cross cultural communication.

For global communication business executive should learn about history, values, food, habit, customs, economy, social view and religion of the culture with home they need to interact. Here they can read books, journals and articles or see video footage on the life style of respective culture. A better study and training on cultures will help business managers to deal with multinationals.

For global communication, there is nothing alternate than a common language. English as a first language is widely practiced around the world. Employees should learn English to ensure successful oral and written communication. Employer can arrange language training on English for the employees to remove language barrier.

During cross culture communication, one should follow the general suggestion: write or speak simply and clearly. The following tips will be helpful to improve communication:

            (1)Use plain and basic English for better understanding to all.

     (2)Be specific to make proper attention.

     (3)Listen carefully with positive approach.

     (4)Avoid slang, phrase and vague words. Do not use words that have multiple meaning.

     (5)Speak slowly and accept feedback.

        During cross cultural communication, it is suggested to non-verbal hints because they have different meaning in different                                                                                                                                      cultures. They can create confusion and misunderstanding if used when people of different cultures communicate. Cross cultural people should have flexibility to understand each other. They should cooperate with each other and ignore unintentional mistakes during communication.