" Identify limitations of Mass Media:
A. Very little scope for personal contact with audience
B. Generalized recommendations hinder application of messages by individuals
C. Difficulty in getting feedback from audience
D. Reinforces previous learning of the audience
E. Large number of people may communicate within a short period of time
Choose the correct answer from the options given below:

Correct option is B

The limitations of mass media include the following:
A. Very little scope for personal contact with the audience: Mass media primarily operates at a macro level, delivering content to a large, anonymous audience. This one-way communication approach limits personal interaction with individual audience members, making it hard to address their specific needs or questions.
B. Generalized recommendations hinder application of messages by individuals: Messages through mass media tend to be broad and standardized, making it challenging to tailor the content to the unique needs of individuals or specific sub-groups. As a result, many messages may not be practically applicable to an individual's situation.
C. Difficulty in getting feedback from the audience: In traditional mass media (like TV, radio, and newspapers), feedback loops are slow or absent. Although digital and social media have changed this dynamic somewhat, gathering timely and actionable feedback remains a challenge for many forms of mass communication.
Information Booster:
Mass media is a powerful tool for disseminating information quickly to large groups of people. It plays a vital role in education, entertainment, and development. However, the scale and impersonal nature of mass media can limit its effectiveness in several ways:
· Lack of personalization: Since mass media addresses a broad audience, it cannot personalize the messages based on individual audience needs.
· Feedback challenges: Mass media platforms generally offer little to no opportunity for immediate feedback, unlike interpersonal communication, which can engage in real-time feedback, enhancing understanding and clarity.
· Application of recommendations: Generic messages often lack the context required to be useful for individual decision-making, making it difficult for the audience to apply the advice or suggestions provided by mass media.
Additional Knowledge:
1. D. Reinforces previous learning of the audience: Mass media often reinforces already established views, opinions, or knowledge in its audience. However, this can be more of an advantage than a limitation as it helps consolidate learning.
2. E. Large number of people may communicate within a short period of time: This is a significant advantage of mass media, not a limitation. The ability of mass media to reach millions of people in a short period is one of its greatest strengths, particularly in emergencies or large-scale educational campaigns.