FILM AS A MASS COMMUNICATION MEDIUM

Film is a means of creative expression. It performs the functions of mass media. Such as
information, education, entertainment and transmission of culture. Films are widely popular and
their audio visual nature provides them a pervasive power for social influence.
Therefore, they have the potential to play an important role as a medium of entertainment,
information and education and as a catalyst for social change. Films are popular because they
entertain.
They are a facet of a mass culture and mass art. They generate mass mediated culture arising
from elite, folk, popular or mass origins.
Almost every person of the society has participated in the activity of going to cinema hall and
enjoying a film. According to Jovett and Linton, "obviously there is still something unique and
inherently appealing about going to the movies", and this is clearly different from other mass
media experiences".
The social institution of movie going is firmly established in our society and movies have played
an important part as one of the factors contributing to the dramatic changes which have taken
place in the last 50 years in the way we live and also in how we perceive the world around us.
They have provided us not only with entertainment, but also with ideas, and it would be difficult
to conceive of our society without them.
The films take as their starting point those aspects of society with which we have become
familiar. They create twist plots and use other narrative devices which infuse the story with
sufficient new elements to attract an audience.
Films draw heavily from reality, portraying situations that have resemblance to the everyday
stresses and aspirations of viewers' lives. The movies recognize the link between their lives and
films in both general and specific terms.
The ease of comprehension helps the viewer to assume the role of the characters and to identify
with them quickly and effectively. Films appeal to their primary emotions and sentiments. Films
provide photographic realism, vivid visual presentation in which the images are already fully
established, easily identified and followed.
Melodrama in films draws suppressed fears and desires into a public realm, but suggests personal
solutions. The viewers are active participants in the construction of the image that both
represents present reality and allows them to escape as future fantasy.
The films generate popular culture and create 'culture waves. Such as in fashions styles and
mannerisms. Moreover, by revolving the film stories and characters around the traditional ideas
and role stereotypes, they foster the role stereotypes in the society in general.
This implies that the cultural quality of cinema should be of good standard". The cinema has
always done a remarkable job in creating a type of visual public 'consensus'.
Mass production and distribution of message systems transform selected private perspectives
into broad public perspectives and brings mass public into existence.
Films combine visuals, movement, sound, theatre, music all in one. Therefore, they are able to
communicate effectively and create impact which cannot be created by any other media. It is due
to this characteristic of films; masses from all levels are attracted to go to cinema.
Due to reality element, films have psychological impact on people. The extent of reality that can
be presented through films is far greater than television or any other medium. Their language is
universal and this helps in breaking any social or cultural barriers.
Therefore, media experts and development communicators feel that films can prove to be the
most effective mass medium in a country like India where literacy is low and people cannot
afford other media such as print or television due to economic reasons.
Many people from lower economic status do not mind spending for films as it is the popular
form of entertainment. Feature films are produced in several Indian languages. They provide a
viable alternative to the people in terms of entertainment.
Since it is a powerful audio visual medium, social, cultural, political, communal problems can be
projected well before the masses. Despite the growth of television and availability of other
means of entertainment, films have remained the most popular medium of entertainment for the
masses which is a basic necessity.
Films have been exposing under world elements, black marketeers, bureaucrats, unemployment
problem and so on.
They can stimulate values of good life and citizenship as also participatory virtues of
developmental activities.
Each genra of film is capable of creating impact on the masses. For example, comedy and
hilarious movies entertain people and relax them. Social or tragic movies provide outlet to the
emotions of the viewers.