Departments › Broadcast Journalism › Module I › Mass Communication

Mass Communication

Broadcast Journalism · Level 6  ·  4 Chapters

Can I download Mass Communication notes as a PDF?

Yes. The notes download as a PDF too: every chapter has a Download PDF button above its notes. Sign in and click it. Each download comes from your plan's monthly allowance or from credits. To read before you sign in, the first topic of every chapter opens to anyone, and a Profplanet plan opens the remaining topics.

▣

What Mass Communication covers

Mass communication is studied here as the base of broadcast journalism: what it means, how it developed in Kenya and what it does to society. Under structures of mass communication you cover its levels, nature, functions, history and impact. The channels outcome traces the development of electronic media, the factors that influenced it and its future. Forms and context of communication place print media beside electronic media, with the types and uses of print, the development of the internet and its uses in media. The final outcome, adjuncts of the mass media, looks at supporting industries, the relationship between the media and marketing, advertising and public relations, and emerging trends. Mass Communication in Broadcast Journalism Level 6 gives the background for the production units.

■

Careers after Mass Communication

Mass Communication skills open doors to vibrant career paths across Kenya’s dynamic sectors. Whether you dream of shaping public opinion, promoting products, or keeping communities informed, mastering these skills equips you to thrive in real-world workplaces where effective communication is key.

  • In the media industry (TV stations like KBC, Citizen TV, or radio stations such as Radio Maisha), your ability to craft clear messages and choose the right communication channels helps you excel as a journalist, presenter, or public relations officer.
  • The Jua Kali sector and construction sites rely on mass communication for safety briefings, coordination, and marketing of services, creating opportunities for communication officers and business promoters.
  • County governments use mass communication to engage citizens, share public service announcements, and mobilize community participation, offering roles in public relations and community outreach.
  • In agribusiness firms like KTDA or large-scale farms, communicating effectively with farmers, suppliers, and customers ensures smooth operations and market growth, paving the way for careers in marketing and extension services.
  • The matatu industry depends on communication for customer information, route updates, and safety campaigns, where your skills can improve passenger relations and business branding.
  • Hospitality and tourism sectors in Kenya, including hotels and tour companies, require excellent communication to deliver customer service and promote destinations, providing jobs in marketing, guest relations, and event management.
  • Mastering mass communication also empowers you to start your own business—be it a media production company, advertising agency, or community newsletter—turning your skills into a sustainable source of income.

By honing these communication skills, you’re not just preparing for a job—you’re building a future where your voice influences, informs, and inspires. Keep practicing, stay curious, and watch how your ability to connect with others transforms your career and community.

Chapters

1
Determine structures of mass communication
7 topics
Open chapter →
2
Determine channels of mass communication
3 topics
Open chapter →
3
Determine forms and context of communication
8 topics
Open chapter →
4
Determine adjuncts of the mass media
4 topics
Open chapter →
What Mass Communication covers: 22 main topics in 4 chapters

1. Determine structures of mass communication

  1. 1.1 Meaning of mass communication
  2. 1.2 Level of communication
  3. 1.3 The nature of mass communication
  4. 1.4 Function of mass communication
  5. 1.5 History of mass communication
  6. 1.6 Development of mass communication in Kenya
  7. 1.7 Impact of mass communication

2. Determine channels of mass communication

  1. 2.1 The development of electronic media
  2. 2.2 Factors influencing the development of electronic media
  3. 2.3 The future of electronic media

3. Determine forms and context of communication

  1. 3.1 Print media
  2. 3.2 Electronic media
  3. 3.3 Factors influencing the development of print media
  4. 3.4 Types of print media
  5. 3.5 Uses of print media and the nature of print media
  6. 3.6 The development of the internet
  7. 3.7 The future of electronic media
  8. 3.8 Uses of internet in media

4. Determine adjuncts of the mass media

  1. 4.1 Mass media supporting industries
  2. 4.2 The relationship between mass media and the marketing, advertising and public relations
  3. 4.3 The impacting of marketing, advertising and public relations on the mass media
  4. 4.4 Emerging trends and issues

Revise this unit

Exam-style questions 56 Written to CDACC standard, with answers Test yourself 76 Multiple-choice, one at a time Practise questions 60 Quick recall — check you know the facts
3 more for this unit
Oral exam preparation 20 What the assessor asks, and how to answer out loud Worked calculations 16 Step-by-step maths with the common mistakes Quick cards 392 Myth busters, skill tips and scenarios

Beyond the syllabus

Decision simulator 2 On site, what would you do? Workplace scenarios 40 Real site situations — what would you do? Turn this into income 24 Where this skill earns — what to charge, how to find clients

Other units in Module I