What is Mass Communication, Definition of mass communication Normally, transmission of messages to many persons at a time is called Mass Communication.
But in complete sense, mass communication can be defined as the process through which a message is circulated extensively among the people who are far away from the sender.
Meaning of mass communication, Characteristics of Mass Communication, Features of Mass Communication below here-
What is Mass Communication
According to Metha, “Mass Communication is concerned with transmitting information, thoughts and opinions, entertainments etc at a time to a large number of audiences of different characteristics.”
According to Agge, Ault and Emery, “Mass Communicationis process of sending a message, thought and attitude through some media to a large number of heterogeneous audiences.”
Dominick says, “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.” Business Communication
From the above definitions and discussion, we can define Mass Communication as the process of sending messages to a large number of heterogeneous audiences at a time by using some media.
Characteristics or Features of Mass Communication
Mass Communication has all the features of general communication. In addition, it offers some unique characteristics because of its specialty in nature. The characteristics of mass communication are discussed below:
- Large Number of Audience: The foremost feature of mass communication is that it has large number of audience. No other communication gets as many receivers as it gets.
- Heterogeneous Audience: Mass Communication is not only composed of a large number of audiences but also aims to heterogeneous audience. The heterogeneity here means that the audience may belong to different races, groups, section, cultures etc.
- Scattered Audience: The audiences of Mass Communication are not organized in a certain area rather they are highly scattered in different geographical areas. The receivers of message of mass communication may stay any place of the country and even any place of the world.
- Wide Area: The area of Mass Communication is wider than any other communication systems. In case of mass communication system, the message is structured, formal and standardized and that’s why it has acceptance all over the world.
- Use of Channel: Mass Communication system uses various types of mass media channels such as-radio, television, newspapers, magazines etc.
- Use of Common Message: Another unique characteristic of mass communication is that it sends the same message simultaneously to a large number of audiences staying far away from each other. If the audiences have the proper access to the media used by the sender they can easily get message wherever they stay in the world.
- No Direct Feedback: Mass Communication does not produce any direct feedback. The reaction of audience cannot be known quickly here.
- Outward Flow: The flow of message in mass communication is outward, not inward. The basic objective of mass communication is also to send message to the people outside the organization who say far away.
- Use of Technology: Mass Communication system uses modern technology in the process of production and dissemination of the message to be sent.
So, Mass Communication has some unique characteristics for which it is accepted by every large organization.