Mass communication by Fung Lan Yong

Mass communication a lucrative career

By Fung Lan Yong

Published in "Borneo Post Sabah" on Monday, March 14, 2016

Mass communication is the transmission of information to a large audience through the mass media; in Malaysia, information is mostly disseminated through newspapers, magazines, television, radio, film, and websites.  Nowadays, most Malaysians have access to such mass media channels as news reports, books, movies, television programs, music videos, advertisements, and printed/online articles.  Further, mass communication has become a lucrative career for Malaysians as it enables them to transcend all boundaries and become unified with the entire global community.  It is the virtual reality of the 21^st century that encompasses almost all aspects of human life, which enables 1Malaysia to face the challenges posed by a phenomenal explosion in communication technology.

Characteristics of mass communication

Mass communication has several characteristics.  First, it has universality; this refers to the extensiveness of a medium and acceptability of messages.  For instance, Malaysians do not need to be literate in Hangul in order to enjoy a Korean drama.  Second, it has permanence; this refers to the period for which a medium can hold its message, thereby making the message reviewable.  For example, books, newspapers, and magazines have permanence because they can be repeatedly read and stored.  Third, mass communication allows wide coverage and rapid dissemination; it can continuously relay information to heterogeneous audiences across wide geographical areas within seconds.  Finally, it is a cultural transmitter; it transmits the heritage culture of one generation to another, one ethnic group to another, and one nation to another, thus preserving, promoting, and even integrating it.

Roles of mass communication

Mass communication plays four important roles in society.  First, the surveillance role requires it to provide accurate news and information to the public.  Second, the interpretation role permits it to set a context for new information and provide commentary about its significance and meaning.  Third, the socialization role allows it to transmit values within a society, especially in setting examples for appropriate behaviour and attitudes.  Finally, its entertainment role is to entertain the public through film, radio, television, sound recordings, books, and magazines.  Given these roles, mass communication is often associated with several sensitive issues, including freedom of press and censorship, media-government relationship, media objectivity, and their social impact.

Prerequisites of effective mass communication

Effectiveness of mass communication relies heavily on the sending of messages.  Hence, mass communication graduates should be well versed with the communication process and be able to plan about what, who, and whom to be communicated each time.  They should always have a clear idea about every message in order to communicate successfully to the audience.  They should also be able to ensure comprehensibility as their effectiveness greatly depends on the audience’s understanding of the message; hence, they should be able to deliver simple and accurate messages that can catch people’s attention.

Further, mass communication graduates should be able to use an appropriate channel to deliver a particular message to an intended audience.  Although there are numerous channels of mass communication, not all of them are suitable for every message.  To select a suitable channel, they must be able to determine the cost, time constraints, and demographics of the audience.  Besides selecting appropriate channels for their message, mass communication graduates must be able to produce accurate and authentic facts or messages.  Accurate or authentic information ensures receivers’ understanding and gives a positive impression about the sender.  Finally, they must ensure consistency between their message and their own actions in order to gain the audience’s confidence and trust.

Basic requirements of a mass communication career

Mass communication requires more than just effective communication skills and a literature degree; with technology assuming an increasing role in Malaysian life, most mass communication careers now require adequately trained professionals who can work efficaciously in delivering information to a wide-ranging audience.  With the proliferation of blogs, it seems that anyone can become a journalist; however, only those with mass communication knowledge and skills can become successful professionals in Malaysia.

A diploma is essential to apply for a responsible position in any organisation, including something related to mass communication; meanwhile, Malaysians who are interested in mass communication should start improving their written and oral communication skills by blogging or working as a freelance contributor to newspapers or online publishing sites.  These undertakings help develop their maturity, objectivity, and critical thinking, which are essential soft skills and graduate attributes in most professions.

Generic skills and attributes

Mass communication is an appropriate career for Malaysians who are creative and innovative, especially those with a way with words.  They must demonstrate good written and oral communication skills as the field requires them to elaborate on complex issues to a wide-ranging audience in a succinct, clear, and vivid manner.  Moreover, they must exhibit a great deal of patience and interpersonal skills because it takes hard work and perseverance to thrive in the field.

Although the job description of a correspondent reporting international events and that of an advertising executive promoting a product appears vastly different, both these professionals may possess a mass communication background.  Nevertheless, mass communication graduates must possess certain soft skills and generic attributes that enable them to get a job.  For instance, those who are interested to get into news media should show a keen interest and sound knowledge of news and current affairs, while those who prefer to work in a publishing company should be capable of projecting a global perspective on various issues. 

 

Develops many professional skills

Mass communication inculcates many useful skills that are applicable not only in fields directly related to it, but also for many other professions.  Pursuing mass communication will allow students to develop verbal and writing skills that enable them to organize and express ideas clearly and appropriately.  Additionally, they will develop observation skills that enable them to evaluate ideas and content as well as to inform, explain, influence, persuade, mediate, and negotiate.  Besides, their attention to detail and organizational skills will improve, enabling them to work as a team member or individually, meet deadlines, strive for accuracy, be accountable, and make decisions.  They will also develop critical thinking skills that enable them to use independent, objective, and precise reasoning to solve problems.

Further, mass communication students will develop design and development skills that enable them to design projects, generate and adapt ideas, develop programs, evaluate situations, and present information and data.  They will also develop problem solving skills that enable them to examine complex problems by understanding both the whole picture and its individual parts, recognizing patterns, applying analytical and intuitive skills, as well as evaluating and monitoring results.  Further, they will acquire research and analysis skills that enable them to analyse, assimilate, and interpret information and data.  Finally, their cultural awareness will increase, which enables them to address diverse cultural, social, legal, and ethical issues of society.

Career opportunities in Malaysia

Career opportunities in mass communication are expected to increase in Malaysia in the next few years because its Multimedia Super Corridor (MSC) aims to accelerate its Vision 2020 objectives by transforming the nation into a knowledge-based, global society.  Mass communication graduates are needed to expand a multimedia hub for innovative producers and users of multimedia technology.  Working with both local and multinational companies, they will have ample opportunities to promote the socioeconomic development of Malaysia by exploring the limits of the possible and initiating innovative ways of living, working, and playing in the information age.

Additionally, Malaysia has several media groups that offer attractive employment opportunities to mass communication graduates at different levels and positions.  Prominent media groups in Malaysia include broadcasting (Astro, RTM), production (Animonsta, Filmscape, Double Vision, Les’ Copaque), record labels (EMI, Kartel, Life Records, Monkey Bone), and several publishing houses.  Jobs in these organisations are attractive in terms of remuneration, fringe benefits, and future prospects.  Therefore, Malaysian graduates with good language proficiency, commitment, and passion will have an advantage to join these media groups that allow them carve a successful career in visual communication, corporate/institutional media, film directing, telecommunications, screenwriting, sound engineering, recording, editing, advertising, public relations, to name a few.

Wide range of job options

Mass communication graduates in Malaysia have bright job prospects as it opens doors for numerous careers.  Since communication is an integral component of most careers, studying mass communication prepares Malaysians for a wide range of job options.  In the advertising/marketing field, mass communication graduates can work as account managers, advertising salespersons, designers, graphics and production specialists, Information specialists, marketing communications trainees, media buyers or planners, promotion representatives, or publicity directors.

In the business field, they can become account coordinators, business managers, customer service managers, information specialists, research analysts, or public relations managers.  In the broadcasting and production field, mass communication graduates can be employed as broadcast technicians, directors, disc jockeys, engineers, film editors, floor managers, lighting directors, news directors, newscasters, producers, production managers/supervisors, program directors, scriptwriters, sound mixers, special effects specialists, station managers, technical directors, or video graphics artists.

In the journalism field, they can work as assignment editors, columnists, critics, editors, news analysts, news directors, newspaper editors, photojournalists, print coordinators, proof-readers, reporters, sports directors, videographers, or writers.

In the publishing field, they can work as booking agents, literary agents, editors, or writers.  Finally, in the public administration field, they can work as community affairs directors, event coordinators, or program administrators.

Mass communication in entrepreneurship

Mass communication plays a significant role in entrepreneurship, an enterprising domain that the Malaysian government is currently emphasizing.  From Facebook, Twitter to apps, 21^st century entrepreneurs are connected to their stakeholders more than ever before; they are able to disseminate news and factual information to wide audiences in real time.  Many also use social networks of mass communication to reach new customers while keeping existing customers engaged.  Further, many entrepreneurs can take advantage of social media by capitalising on television news networks, newspapers, and blogs to engage a large audience of interested stakeholders.  Aspiring entrepreneurs can use social media to start a business anywhere, for example, in a garage or dorm room, increasing website traffic and marketing inquiries in the process.

Moreover, many entrepreneurs now release breaking news stories directly to customers via status updates, photo posts, and messages. This mass communication function helps foster a sense of community for their business; customers feel connected and informed via online mass communication tools. Besides helping entrepreneurs  promote their products or services, mass communication tools allow them to shape consumers’ opinion.  Many social media users are quick to post their opinions concerning a product or service, motivating entrepreneurs to provide as many positive shopping experiences as possible. Finally, mass communication tools enable entrepreneurs to share their opinion-oriented business messages or respond to feedback.  They strive to expose customers to different viewpoints in order to influence them to purchase their products or services.

Cultural transmission and entrepreneurship

Mass communication fosters a sense of culture and community in Malaysia; many Malaysians engage in social networking sites, blogs, and online forums on a regular basis in order to establish professional and personal relationships nowadays.  Undoubtedly, entrepreneurship is one of the driving factors in this cultural transmission.  It is now easy to communicate with stakeholders far away, as every business translation can be achieved via a few clicks.  No longer are entrepreneurs restricted to a certain radius as they can now connect with, or deliver products and services to, people around the globe.

 

Entertainment and entrepreneurship

Besides social networking and entrepreneurship, mass communication has an entertainment function; for example, YouTube, Vimeo, and Twitter provide relaxation and escapism from a demanding world.  Entertainment always has been an important part of the Malaysian society, with a higher percentage of the population (adolescents, young adults, sports enthusiasts, and children) preferring entertainment to information.

Through sound recordings, film, radio, and television, many Malaysian entertainers have been able to attract audiences around the globe.  Further, many music videos and television shows are instantly accessible to users around the world; people are now able to participate directly within the media by posting their own videos, art, and other creative works.  Many entrepreneurs take this opportunity to market their products or services; they no longer need to have a large advertising budget now because they can simply create and post their own electronic commercials and virtual billboards to expand their customer base.

Adriana Arissa of Jesselton College Sabah said, “I am doing a diploma in mass communication because it provides professional training for individuals who intend to pursue a career in the media, production, public relations, marketing, advertising, or related fields.  It exposes students to the dynamic and creative nature of the mass communication industry so that they will be able to operate in the global and constantly changing world.   The diploma is suitable for passionate and creative individuals with effective communication skills and who are keen to apply the tools and technologies related to mass communication.   I believe a career in mass communication is not only beneficial, but it also yields great job satisfaction, creativity, and innovation.”

 

Pei Ying Chua of Jesselton College said, “Mass communication helps fulfil several entrepreneurial functions.   First, entrepreneurs can launch their business and introduce new products and services. Second, it helps create new markets by promoting a product or service via different kinds of advertisements; radio, television, newspapers, and the Internet are the main vehicles of advertisement.  Third, it keeps stakeholders informed on the market prices, besides the demand and supply of various products and services.  Fourth, it fosters goodwill by spreading the vision, mission, and social agenda of a business organisation.  Finally, it promotes interdepartmental coordination of a business organisation, for example, among procurement, production, marketing, administration, and human resources.”

About the writer

Dr. Fung Lan Yong teaches Academic English, Journalism, and Entrepreneurship at the same college. She also serves as Honorary President of its Psychological Society. 

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