MASS COMMUNICATION

MASS COMMUNICATION

Mass communication can be defined as "the simultaneously delivery of identical message to large, heterogeneous and highly dispersed audience. In those days we upheld the three characteristics with which Charles Wright defined mass communication with:

a.     It is directed towards relatively large, heterogeneous and anonymous audience (the masses who have varied background and do not know one another).

b.     Message is transmitted publicity, often timed to reach the audience simultaneously, and are transient in character.

c.      The communicator is, or operates within, a complex organization requiring huge capital.

However, we may still need to focus on three features of traditional mass communication, not only for their historical value, but because the new technologies which brought about these changes are yet to reach many communities in the second and third world. Beside their examination will give us a holistic understanding of the media.