What is Mass Communication in Business?

By | May 24, 2016

Mass Communication –Definition of mass communication, meaning of mass communication, Mass Communication Process. Mass communication refers to the transmission of message to a large number of general people. Through mass communication, information can be transmitted quickly to a large number of geographically dispersed people. The audiences of mass communication may be heterogeneous in nature, large in number and scattered in a vast boundary of space. It requires many intermediary channels to transmit information to the huge number of audiences. Mass communication is done through radio, television, newspaper, magazine, periodical etc. Many writers and scholars have defined mass communication in various ways. Some of those are quoted below-

Mass Communication

According to R. T. Farrar, “Mass communication is a process by which an individual or organization transmits messages to a large, diverse audience which has a limited opportunity to respond.”

According to John Vivian stated, “Mass Communication can be defined as the process of using a mass medium to send messaged to large audiences for the purpoe of informing.”

Defluer and Dennis defined, “Mass communication is a process in which professional communication use media to disseminate messages widely, rapidly and continuously to arouse intended meanings in large and diverse audiences in attempts to influence them in a variety of ways.”

In the opinion of Charles, R. Wright, “Mass communication is a special kind of social communication involving distinctive characteristic of audience, the communication experience and the communicator.”

According to M. W. Gamble and T. W. Gamble, “Mass communication is the multi-stage process by which an organization using technical devices or intermediate transmitters sends messages widely and rapidly to large, scattered, heterogeneous audiences.”

Mass Communication
At last, we can say mass communication is a process of transmitting messages quickly to a large number of scattered audiences of different characteristics by using various intermediary channels like radio, television, newspapers, cinema slide etc. it is an extension of human voice through some intermediary channels. Business Communication

Mass Communication Process

Communication process consists of a series of stages by which message in transmitted form sender to receiver. The usual process of communication includes sender, encoding, message, channel, receiver, decoding and feedback. Mass communication process also entails some sequential steps to transmit a message. However, the process of mass communication is somewhat different form interpersonal communication or face to face communication process.
Researchers have identified some elements of mass communication process. The process is being discussed below-

  • Source: Mass communication process beings with a specific source that has a message. The source can be an individual, an in situation, a company or government.
  • Communicator: The second element of the process is communicator who collects a message form the source. Communicator is also termed as encoder. He plays a vital role in mass communication process. He is a professional, trained and experienced person who develops the message in a way that the intended receiver can understand. A very simple piece of information may get enormous appeal to the audience due to the communicator. The communicator may be a reporter, journalist, lyricist, scriptwriter, author, official spokespersons and so on.
  • Message: Message is the actual information or news to the communicated to the audience. The message may be a movie, a novel, a recorded song and a billboard advertisement.
  • Channel: The channels are the mass media. These are the vehicles that transmit the message to the audience. Media of mass communication are newspapers, magazines, posters, leaflets, radio, television, films etc.
  • Editor: Once a message is developed and the channel of transmission is selected, it is handed over to the editor is also an expert person. He controls the channel of mass communication. He also reviews the message of the communicator to ensure successful transmission of the message through the selected channel.
  • Audiences: Audiences are the ultimate recipient of the message of mass communication. They are large, diverse and heterogeneous in nature. Audiences differ in relation to their education, age, gender, income, profession, social status, geographical location, religion, beliefs, values, opinions etc. some of the audiences receive the message directly while others indirectly. It is also seen that some audiences are attentive while some are inattentive. There are more information about What is Job Application Letter in Business?

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