What is Mass Communication?

Michael Morales  -  March 2, 2021  -  , , ,  

Mass Communication is the study of how people exchange information from mass media to large segments of the population at the same time. In other words, it refers to the imparting and exchanging of information on a large scale to a wide range of people. It is usually understood to relate newspaper, magazine and book publishing, radio, television, and films. Even via the internet as these mediums are used to disseminate information, news, and advertising. 

Mass Communication differs from the studies of other forms of communication, such as interpersonal communication or organizational communication, since it focuses on a single source transmitting information to a large number of receivers. The study of mass communication is chiefly concerned with how the content of mass communication persuades or otherwise affects the behavior, attitude, opinion, or emotion of the person or people receiving the information. 

Mass Communication is how a person, a group of people, or an organization creates a message and transmits it through some medium to a large, anonymous heterogeneous audience. This implies that the audience of mass communication is mostly made up of different cultures, behavior, and belief systems. Mass Communication is regularly associated with media influence or media effects and Media Studies. Mass Communication is a branch of social science that falls under the larger umbrella of communication studies of communication. 

The history of communication stretches from prehistoric forms of art and writing through modern communication methods. Mass Communication began when humans could transmit messages from a single source to multiple receivers and has moved from theories such as the hypodermic needle model or magic bullet theory through more modern theories such as computer-mediated communication. 

In the United States, the study of mass communication is often associated with the practical applications of journalism, print media, television and radio broadcasting, film, public relations, or advertising. With the diversification of media options, the study of communication has extended to include social media and new media, which have stronger feedback models than traditional media sources. 

While mass communication is continually evolving, the following fields are generally considered major study areas within mass communication. They exist in different forms and configurations at different schools or universities, but they already practiced at most institutions that study mass communication advertising concerning mass communication. This refers to marketing a product or service in a persuasive manner that encourages the audience to buy the product or use the service. Because advertising generally takes place through mass media, such as television, studying the effects and methods of advertising is relevant to the study of mass communication. 

Advertising is the paid, personal one-way marketing of persuasive information from a sponsor. Through mass communication channels, the sponsor promotes the adoption of goods, services, or ideas. Advertisers have full control of the message being sent to their audience characteristics. Mass communication has all general communication features. Also, it offers some unique characteristics because of its specialty in nature. 

The central feature of mass communication is that it has a large audience. No other communication gets as many receivers as it gets. 

Heterogeneous audience mass communication is composed of a large number of audiences and aims to a heterogeneous audience. The heterogeneity here means that the audience may belong to different races, groups, sections, cultures, etc. A scattered audience of mass communication is not organized in a certain area. Instead, they are highly scattered in different geographical areas. The receivers of the message of mass communication may stay in any place, in any country. 

The area of mass communication is wider than any other communication system. In the case of a mass communication system, the message is structured, formal, and standardized, This is why it is widely accepted all over the world. 

The mass communication system uses various types of mass media channels such as radio, television, newspapers, magazines, etc. Another unique characteristic of mass communication is that it sends the same message simultaneously to many audiences staying far away from each other. If the audiences have the proper access to the sender's media, they can easily get the message wherever they stay in the world. 

Mass communication does not produce any direct feedback, and the flow of message and Mass Communication is outward, not inward. Mass communication's basic objective is to send messages to the people outside the organization. The mass communication system uses modern technology to produce and disseminate the message to be sent.

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