Characteristics of Mass Communication - Term Paper Example

Running Head: CHARACTERISTICS OF MASS COMMUNICATION Characteristics of Mass Communication Name: Institution: Course: Lecturer: Date: Abstract In the present times of increasing technological changes, we obtain information from diverse sources. The internet plays a significant role in terms of instilling innovation. In the entire process of information gathering and writing, innovation of computers and the internet have resulted to the concept of mass media. Traditionally, written media used to dominate. However, this has been overtaken by new media which rarely rely on written word to convey information. Mass communication combines words with visual elements. This enhances the way in which information reaches the intended recipient. New media forms an integral part of mass communication. It breaks the many barriers of communication that existed in the past. With the advancement of technology, the speed to which the message is communicated within a vast geographical outreach is improved. Key Words – Heterogeneous: Mass communication: Audiences; Mass Introduction The transmission of information from a single point to another reaching a substantial number of people in real-time is mass communication. This means that there ought to be a sizeable distance between the sender and the receipt. However, mass communication can be interpersonal. The forms of media describe the nature of mass communication. For instance, newspapers, televisions, films as well as magazines convey information to multitude of people. This paper discusses in length the characteristics of mass communication. Vast and Wide Area In order to fully comprehend about mass communication, it is paramount to make a distinction between it and other types of communication. First, mass communicate rely on a media channel to pass on the message to the audience. Secondly, the particular audience happens to be distant and have a variation in size. This however depends on both the medium and the message. Thirdly, mass communication is commonly profit driven where feedback is limited. Moreover, because of its interpersonal nature, it lacks equality in terms of participants’ level of participation (Patra, 2007). Mass-communication is becoming more imbedded in people’s lives at a very past pace. The metamorphosis is emanating from convergence occurring between people and technology. This makes us closer to mass communication that when compared with the past. In essence, we derive more opportunities to apply mediated communication in fulfilling interpersonal as well as social needs. The application of mass communication in fulfilling both social and interpersonal needs is mass-personal communication. As the time progress, there is an increasingly level of overlapping. The divergent views, ideas and levels of innovation have made the barriers between mass communication as well as interpersonal communication more permeable than before. The social sites such as face book, twitter and Instagram are examples of new mass communication sites that use to maintain along with developing interpersonal communications. Heterogeneous Audience Mass communication contains shared characteristics where relative homogeneity and stability of composition specify existence of independent as well as group-like qualities within the audience. For instance, newspapers are characterized by mass readership of differing political leaning and continuing political diversity within democratic societies. Thus, readers express their full political identity through their choice of paper and finding reinforcement of their beliefs. Both newspapers and magazines might respond by reshaping their content as well as expressing their opinions accordingly (Bandura, 2001). However, widespread trend towards neutral news and competition for circulation have tremendously reduced the degree of political profiling while audience identification remains. Newspaper means tries to capture large heterogeneous groups. This means that an audience in a social group can fully benefit and appreciate if they consider the reverse case; that is, mass and or total audience. During their development cycle, many broadcasting corporations’ services had few channels which have the duty of serving an entire population. The audience comprised of everyone where broadcasters had to avoid political bias. They therefore could not appeal differently to the social groups in the overall audience (Patra, 2007). Nevertheless, the traditional television audience, despite size and heterogeneity, may have qualified as a certain type of public because it was relatively national while the content provision was national. Globalization of content however, has done away with homogeneity of experience. In the modern times, large and heterogeneous audience is sought by broadcasting institutions which are targeting almost everyone. Scattered Audience Reaching scattered audience can turn to be a complex task. This is since the target group is normally geographically distributed. However, mass communication deals with issues that surpass geographical boundaries. For instance, while doing advertising and publicity, an international company try to reach as many people as possible on a global scale. In such as case, there is no direct contact between sender and receiver of information. The information is communicated via the use of specific departments, spokesperson and or specific media (Bandura, 2001). The aim of such communication is to reach the intended group of audience; relying information to influence and persuade. Essentially, products promotion and marketing use mass communication while targeting consumers. In such a case, the main objective regarding marketing communication is inducement of purchase of the product, creation of positive altitude of the product, communicate symbolic meaning of the product and or communicate the best qualities that the product have when compared to others (Москва, 2012). In most cases, organisations develop reliable methods in order to ascertain whether the information communicated is reaching the scattered audience; and whether the information is fully understood in order to realize its objective. Generally, such kinds of inferences are drawn basing on indirect methods. However, how the audience react towards the advertised product and or service is practically inferred from results. If the response indicates positive results, then it means that the message communicated was properly obtained despite the distance (Bandura, 2001). Source of Message The source practically means origin of information that is been communicated directly or indirectly. Direct source refers to the spokesperson who deliver data or information or who demonstrate a product. An indirect source is never in a position to deliver the message. Rather, he draws attention as well as enhances the overall appearance of information. Source credibility influences the receipt of information in terms of gaining knowledge, skills and trust of the source to convey unbiased message. The important dimensions surrounding credibility are expertise and trustworthiness. Basically, low credibility source may turn out to be as effective as high-credible source in the short-term, where persuasiveness of information is boosted with passage of time (Patra, 2007). While advertising for products, the advertiser will mostly look at the source attractiveness. This encompasses similarity, familiarity as well as likability. Similarity is supposed resemblance of the source and message recipient. Familiarity is the entire knowledge surrounding the source via exposure. Likability is the overall affection of the source due to physical appearance, behaviour as well as other personal traits. A source has ultimate power. The power can administer rewards or punishments towards the receiver. As a result, such power may compel another person to react to request being subjected. Source of information should be perceived to have ability to administer either positive or negative authority to the recipient (Москва, 2012). The receiver must be in a position to trust the source in conforming to such sanctions. The receiver’s estimate regarding the source ability in conforming is very important. Application of Mechanical and Electronic Media The traditional medium of communication was the book. Writing of books commenced many years ago. However, during the early days, writing of books was not mass oriented. Actually, the number of those who could read and write was minute. Moreover, books were expensive commodity and could not be afforded by many (Москва, 2012). The mid-century brought changes with the embracement of massive innovation. Technological advancement oversaw use of machinery to publish printed books including the bible. As time progressed, there was tremendous growth in literacy levels and an increase in demand of information as well as knowledge lead to mass production of books. Publishing of books was followed by newspapers. This occurred in the year 1625. The development occurred in various stages until the 19th century where the process has become full-fledged mass medium (Patra, 2007). Presently, mass media have become part of our lives. The fact that mass media plays an important role in our lives cannot be downplayed. The vehicles of mass communication have become so powerful. The most interesting fact about mass communication is that each medium has got its own unique qualities. These have really transformed the media to recognition. For instance, radio and television convey the messages on a real-time basis. People all over the world highly consider reading the newspaper since the message being conveyed are quite credible. The different levels of communication contain different features as well as images. For instance, The Times which is a newspaper for London has being considered credible overtime. Other examples are The Time, The News Week and Readers Digest. All of these have unique images and high standard reliable information. Delayed Feedback The most differing attribute between mass communication and communication levels is it linear and one-way uniqueness. This means that the levels of response or feedback are quite low. Moreover, even in the modern times of communication, feedback on mass communication is quite rare and instantaneous. In addition, feedback reaches the main source from far distances and still it gets to the source after some considerable time (Москва, 2012). For instance, a feedback mechanism on a newspaper is normally through published letters to the editor after publishing the story (Bandura, 2001). Moreover, the overall success behind a story that had been published can be gauged after some years. That is why many books gain popularity after their author had died. Furthermore, success of film are measured through box office; that is, during ticketing after releasing the film. However, in the current times, a number of techniques are being developed to shorten the delay. This is done via instant feedback mechanisms. For instance, television programs are characterised by performing audience survey through people meter while the programs are normally rated via audience liking. Moreover, a substantial number of media companies are using opinion surveys and opinion polls to carry out audience feedback. The methods assist the media houses in developing future preparations plans pertaining to the programs to broadcast in future. In regard to advertising, a number of methods have been used ranging from recall tests, recognition tests as well as personating tests. These methods are conducted to ascertain the effectiveness of the advertising campaigns; that is, prior, in and after campaigns (Patra, 2007). Requiring Professional Assistance The overall developing as well as design of mass media data and information calls for the use of professional communicators. These are actors who are responsible of communicating the intended message in a manner that the receipt will clearly understand. The professional actors in this case comprise of reporters, editors, authors, writers as well as official spokespersons. The professionals design, edit as well as disseminate information in the form of publication relations, entertainment and political campaigns (Bandura, 2001). Rapid Continuous Dissemination Mass communication is characterised by speedy as well as continuous dissemination of information. As aforementioned, various media such as radio and television convey the message instantly. The numerous copies of movies, films, books as well as magazines can be issued within few days. Furthermore, there is a continuous occurrence of modern mass communication whereby the information is relayed as per schedule. Gate Keeping The concept of gate keeping is widely used in mass communication. It describes mass content which passes through a number of hands in the organisation prior to reaching the audience. The process in this case starts from the initiation level, collection, compilation, processing, and production to dissemination. The content of mass media is firmly regulated through each stage. This is the main attribute of gate keeping as mass media passes a number of gates prior to being released. The media personnel go through the various stages of production stages merely to exercise their discretion of what audience should read, view and hear (Patra, 2007). Gate keeping also occurs in specialization with a view of reaching the intended or specific audiences. Different media firms and especially media houses have developed special formats to attract specific audiences. Gate keeping is normally limited in nature as it restricts the materials to be accessed by the audience. However, it is regarded very important since no medium can wholly accommodate information, education as well as entertainment. Moreover, gate keeping is highly subjective as well as personal (Patra, 2007). References Patra,M. (2007). Introduction to Mass Communication, accessed on 3rd April 2017 on, http://www.ddegjust.ac.in/studymaterial/mmc-1/mmc-102.pdf Bandura, A. (2001). Social cognitive theory of mass communication. Media psychology, 3(3), 265-299. Москва, (2012). Mass Media. Accessed on 3rd April 2017 on, http://ffmgu.ru/images/c/c6/MASS_MEDIA.pdf Read More