In India if mass communication has to have its maximum impact, the barriers in the system need to be removed.

At present the mass communication channels like television, radio, films operate mainly for urban and elite masses and rural population is neglected as far as the content and accessibility of mass media are concerned. Urban and rural population has different needs and problems which require different content and treatment of the messages.

There is not effective two way system established in our mass communication system because of which no feedback is received on the messages and programmes leaving no scope for developing relevant, need-based messages.

This restricts interactive and participatory mass communication system. Thus, there is a need to establish a proper feedback system.


So far, there has been government control over Doordarshan and Akashwani which affected the credibility of the news and information passed on to the masses by these media.

Now with the implementation of Prasar Bharati, it is hoped that these two media will increase in the credibility of their messages. When mass media have to function as the instrument of the government it cannot contribute to shaping, influencing and carrying conviction with the public opinion.

The resistance to change on part of people also becomes a barrier in having the maximum impact of mass communication. People and society have tendency to maintain status quo and resist new messages or ideas.

New messages are ignored by the people resulting into lack of development and minimizing the impact of mass communication.


Heterogeneity of the population also becomes an obstacle in maximizing the impact of mass media. People differ in their perceptions depending upon their needs, social environment, level of education, and other personal and cultural characteristics.

As a result, people perceive the content or message differently, and interpret and evaluate the information from their own point of view leading to lack of uniformity in understanding and action. This especially affects the action on the development messages by the target group.

Competition in the business or industry of mass media has also become barrier in achieving the objectives of mass communication in our country. This is more applicable to television and print media.

It has affected the quality and type of content of these media. They have become more entertainment oriented rather than education or development oriented.


There is a need to overcome these barriers in order to improve the impact of mass communication in our country. It is possible to remove physical barriers, such as, those related to organization; machine etc. by conscious efforts but it is difficult to remove psychological barriers arising out of individual differences.