Saturday, 16 April 2011

DEFENATION & CHARACTERISTIC OF MASS COMMUNICATION

Mass communication
Mass communication refers to the process by which a complex organization with the aid of one or more machines produces and transmits public messages that are directed at large, heterogeneous, and scattered audiences.
Characteristics:

Source:
The sources in the mass communication situation are a group of individuals who usually act within predetermined roles in an organizational setting. Mass communication is the end product of more than one person.
Example:
Reporters gather news
Writers draft editorials
Receiver:
Mass communication sources have little detailed information about their particular audiences.
Encoding:
Encoding in mass communication is always a multistage process.
Channels:
Mass communication channels are characterized by the imposition of at least one and usually more than one machine in the process of sending the message.
Message:
Message in mass communication are public. Anyone who can afford the cost of a newspaper or a TV set can receive the message. Additionally, the same messages are sent to all receivers.
Decoding:
Mass communication typically involves multiple decoding before the message is received.
Audience:
One of the prime distinguishing characteristics of mass communication is the audience.
First: The mass communication audience is a large one; sometimes numbering in the million of people.
Second: The audience is also heterogeneous, that is, it is made up of several dissimilar groups who may differ in age, intelligence, political beliefs and so on.
Feedback:
Feedback in mass communication is labeled as delayed feedback. This feedback is indirect rather than direct.
Noise:
Finally noise in the mass communication setting can be semantic, environmental or mechanical.
                             
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