Mass communicationMass 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.
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.
Reporters gather news
Writers draft editorials
Mass communication sources have little detailed information about their particular audiences.
Encoding in mass communication is always a multistage process.
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 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.
Mass communication typically involves multiple decoding before the message is received.
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 in mass communication is labeled as delayed feedback. This feedback is indirect rather than direct.
Finally noise in the mass communication setting can be semantic, environmental or mechanical.