Activity 6


Interpersonal communication, as compared with mass communication, is a more intimate form of communication between two (dyadic) or more (group) individuals. While most interpersonal communication uses face-to-face interaction, the advent of technology has allowed interaction between individuals using different media.

Mass communication, on the other hand, utilizes various technology – print, broadcast media, or new media – to send a message to a vast audience (readership or viewership).




Senses stimulated at a time 3 or more at a time (sometimes, all) One or two at a time
Opportunity for feedback Fast Slow, sometimes none
Control of pace High Low, sometimes none
Message codes used Verbal and non-verbal Mostly verbal
Multiplicative power Slow Fast
Direction of message flow Two-way Often one-way
Message accuracy Low High
Power to preserve a message Low High
Ability to select receiver High Low
Ability to meet specialized needs Specific General
Speed to a large audience Slow Fast


  1. Which medium do households all over the Philippines most commonly own? Television
  2. Which medium do households least commonly own over the Philippines? Internet
  3. Which medium are most Filipinos exposed to? Television; Which medium are they least exposed to? Online
  4. Which medium do they depend on most for information on current events/issues? Television

Source: 2008 Functional Literacy, Education and Mass Media Survey


It is possible that all items in the list – job displacements; more, generally better jobs generates; globalization; streamlining of business opportunities; reducing importance of middle management; change definitions of community; focus on credibility of sources; and offer new ways of learning – explain some of the impacts of new communicating technology on development.

This reveals the reality that development communication practitioners should really take into consideration the effects of these technological advances in the society when they perform their mandate, tasks and responsibilities.


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