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Mass communication is the process of imparting and exchanging
information Information can be thought of as the resolution of uncertainty; it answers the question of "What an entity is" and thus defines both its essence and the nature of its characteristics. The concept of ''information'' has different meanings in d ...

information
through
mass media Mass media refers to a diverse array of media technologies that reach a large audience via mass communication. The technologies through which this communication takes place include a variety of outlets. Broadcast media transmit information el ...
to large segments of the population. It is usually understood for relating to various forms of media, as these technologies are used for the dissemination of information, of which
journalism Journalism is the production and distribution of reports on current events based on facts and supported with proof or evidence. The word journalism applies to the occupation, as well as citizen journalists who gather and publish information bas ...
and
advertising Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea.William J. Stanton. ''Fundamentals of Marketing''. McGraw-Hill (1984). Sponsors of advertising are t ...
are part. Mass communication differs from other forms of communication, such as
interpersonal communication Interpersonal communication is an exchange of information between two or more people but has been expanded to include machine actors such as robots and AI. It is also an area of research that seeks to understand how humans use verbal and nonverbal ...
and
organizational communication In communication studies, organizational communication is a field of study, that focuses on the communication and information flow within organizations through different roles of the media. The flow of communication within the members, individuals ...
, because it focuses on particular resources transmitting information to numerous receivers. The study of mass communication is chiefly concerned with how the content of mass communication persuades or otherwise affects the
behavior Behavior (American English) or behaviour (British English; see spelling differences) is the actions and mannerisms made by individuals, organisms, systems or artificial entities in conjunction with themselves or their environment, which include ...
, the
attitude Attitude may refer to: Philosophy and psychology * Attitude (psychology), an individual's predisposed state of mind regarding a value * Metaphysics of presence * Propositional attitude, a relational mental state connecting a person to a propos ...
,
opinion An opinion is a judgement, viewpoint, or statement that is not conclusive, rather than facts, which are true statements. Definition A given opinion may deal with subjective matters in which there is no conclusive finding, or it may deal with fac ...
, or
emotion Emotions are biological states associated with all of the nerve systems brought on by neurophysiological changes variously associated with thoughts, feelings, behavioural responses, and a degree of pleasure or displeasure. There is currently no ...
of the people receiving the information. Normally, transmission of messages to many recipients at a time is called mass communication. But in a complete sense, mass communication can be understood as the process of extensive circulation of information within regions and across the globe. Through mass communication, information can be transmitted quickly to many people who generally stay far away from the sources of information. Mass communication is practiced multiple mediums, such as
radio Radio is the technology of signaling and communicating using radio waves. Radio waves are electromagnetic waves of frequency between 30 hertz (Hz) and 300 gigahertz (GHz). They are generated by an electronic device called a transmitte ...
,
television Television (TV), sometimes shortened to tele or telly, is a telecommunication medium used for transmitting moving images in monochrome (black and white), or in color, and in two or three dimensions and sound. The term can refer to a televisi ...

television
,
social networking A social networking service (also social networking site or social media) is an online platform which people use to build social networks or social relationships with other people who share similar personal or career interests, activities, backg ...
,
billboards A billboard (also called a hoarding in the UK and many other parts of the world) is a large outdoor advertising structure (a billing board), typically found in high-traffic areas such as alongside busy roads. Billboards present large advertiseme ...
,
newspapers A newspaper is a periodical publication containing written information about current events and is often typed in black ink with a white or gray background. Newspapers can cover a wide variety of fields such as politics, business, sports and ...

newspapers
,
magazines A magazine is a periodical publication which is printed in gloss-coated and matte paper. Magazines are generally published on a regular schedule and contain a variety of content. They are generally financed by advertising, by a purchase price, b ...
, books,
film A film, also called a movie, motion picture or moving picture, is a work of visual art used to simulate experiences that communicate ideas, stories, perceptions, feelings, beauty, or atmosphere through the use of moving images. These image ...

film
, and the
Internet The Internet (or internet) is the global system of interconnected computer networks that uses the Internet protocol suite (TCP/IP) to communicate between networks and devices. It is a ''network of networks'' that consists of private, pub ...

Internet
. In this modern era, mass communication is being used to disperse information at an accelerated rate, often about politics and other charged topics. There are major connections between the media that is being consumed, via mass communication, and our culture, contributing to polarization and dividing people based on consequential issues.


Field of study

In social science, mass communication is a sub-field of
communication studies Communication studies or communication science is an academic discipline that deals with processes of human communication and behavior, patterns of communication in interpersonal relationships, social interactions and communication in different c ...
. Mass communication is "the process by which a person, group of people or organization creates a message and transmits it through some type of medium to a large, anonymous, heterogeneous audience." This implies that the audience of mass communication is mostly made up of different cultures, behavior, and
belief system A belief is an attitude that something is the case, or that some proposition about the world is true. In epistemology, philosophers use the term "belief" to refer to attitudes about the world which can be either true or false. To believe somethi ...
s. Mass communication is commonly associated with
media studies Media studies is a discipline and field of study that deals with the content, history, and effects of various media; in particular, the mass media. Media Studies may draw on traditions from both the social sciences and the humanities, but mostly fr ...
. In the United States, the study of mass communication is often associated with the practical applications of
journalism Journalism is the production and distribution of reports on current events based on facts and supported with proof or evidence. The word journalism applies to the occupation, as well as citizen journalists who gather and publish information bas ...
,
television Television (TV), sometimes shortened to tele or telly, is a telecommunication medium used for transmitting moving images in monochrome (black and white), or in color, and in two or three dimensions and sound. The term can refer to a televisi ...
and
radio broadcasting , Sweden , Norway Radio broadcasting is transmission of audio signal, audio (sound), sometimes with related metadata, by radio waves intended to reach a wide audience. In terrestrial radio broadcasting the radio waves are broadcast by a land-base ...
,
film A film, also called a movie, motion picture or moving picture, is a work of visual art used to simulate experiences that communicate ideas, stories, perceptions, feelings, beauty, or atmosphere through the use of moving images. These image ...

film
,
public relations Public relations (PR) is the practice of deliberately managing the release and spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public in order to affect ...
,
corporate A corporation is an organization—usually a group of people or a company—authorized by the state to act as a single entity (a legal entity recognized by private and public law 'born out of statute"; a legal person in legal context) and rec ...
or
advertising Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea.William J. Stanton. ''Fundamentals of Marketing''. McGraw-Hill (1984). Sponsors of advertising are t ...
. With the diversification of media forms, the study of mass communication has extended to include
social media Social media are interactive technologies that allow the creation or sharing/exchange of information, ideas, career interests, and other forms of expression via virtual communities and networks. While challenges to the definition of ''social media ...
and
new media New media are forms of media that are computational and rely on computers for redistribution. Some examples of new media are computer animations, computer games, human–computer interfaces, interactive computer installations, websites, and virtu ...
, which have stronger
feedback Feedback occurs when outputs of a system are routed back as inputs as part of a chain of cause-and-effect that forms a circuit or loop. The system can then be said to ''feed back'' into itself. The notion of cause-and-effect has to be handled ca ...
models than traditional media sources. The
history of communication The history of communication technologies (media and appropriate inscription tools) have evolved in tandem with shifts in political and economic systems, and by extension, systems of power. Communication can range from very subtle processes of excha ...
stretches from prehistoric forms of art and writing through modern communication methods such as the
Internet The Internet (or internet) is the global system of interconnected computer networks that uses the Internet protocol suite (TCP/IP) to communicate between networks and devices. It is a ''network of networks'' that consists of private, pub ...

Internet
. Mass communication began when humans could transmit messages from a single source to multiple receivers. Mass communication has moved from theories such as the
hypodermic needle model The hypodermic needle model (known as the hypodermic-syringe model, transmission-belt model, or magic bullet theory) is a model of communication suggesting that an intended message is directly received and wholly accepted by the receiver. The model ...
(or magic bullet theory) through more modern theories such as
computer-mediated communication Computer-mediated communication (CMC) is defined as any human communication that occurs through the use of two or more electronic devices. While the term has traditionally referred to those communications that occur via computer-mediated formats ( ...
.


Types of mass communication


Advertising

Advertising, in relation to mass communication, is
marketing Marketing refers to activities a company undertakes to promote the buying or selling of a product, service, or good. It is one of the primary components of business management and commerce. Marketers can direct their product to other businesse ...
a product or service in a persuasive manner that encourages the audience to buy the product or use the service. Because advertising generally takes place through some form of
mass media Mass media refers to a diverse array of media technologies that reach a large audience via mass communication. The technologies through which this communication takes place include a variety of outlets. Broadcast media transmit information el ...
, such as television, studying the effects and methods of advertising is relevant to the study of mass communication. Advertising is the paid, impersonal, one-way marketing of persuasive information from a sponsor. Through mass communication channels, the sponsor promotes the adoption of products or ideas. Advertisers have full control of the message being sent to their audience.


Journalism

Journalism is the production and distribution of
report 220px, Example of a front page of a report A report is a document that presents information in an organized format for a specific audience and purpose. Although summaries of reports may be delivered orally, complete reports are almost always in t ...
s on events for presentation through the media. The study of journalism involves analyzing the dissemination of information to the public through media outlets such as newspapers, news channels,
radio station , Sweden , Norway Radio broadcasting is transmission of audio signal, audio (sound), sometimes with related metadata, by radio waves intended to reach a wide audience. In terrestrial radio broadcasting the radio waves are broadcast by a land-base ...
s,
television station A television station is a set of equipment managed by a business, organisation or other entity, such as an amateur television (ATV) operator, that transmits video content and audio content via radio waves directly from a transmitter on the earth ...
s, and, more recently,
e-readers An e-reader, also called an e-book reader or e-book device, is a mobile electronic device that is designed primarily for the purpose of reading digital e-books and periodicals. Any device that can display text on a screen may act as an e-reader; ...
and
smartphones A smartphone is a mobile device that combines cellular and mobile computing functions into one unit. They are distinguished from feature phones by their stronger hardware capabilities and extensive mobile operating systems, which facilitate wid ...
. Alternative journalism deviates from established or dominant types of media in terms of their content, production, or distribution. Alternative journalism utilizes the same media outlets as mainstream journalism, to advocate the interests of those excluded from the mainstream. Civic journalism (also known as "public journalism") is the idea of integrating journalism into the democratic process. The media not only informs the public, but it also works towards engaging citizens and creating public debate. Citizen journalism is based upon public citizens actively producing news and information. Citizen journalism deals with the distribution of news by the public, often through the Internet.


Public relations

Public relations is the process of providing information to the public in order to present a specific view of a product or
organization An organization, or organisation (Commonwealth English; see spelling differences), is an entity – such as a company, an institution, or an association – comprising one or more people and having a particular purpose. The word is derived ...
. Public relations differs from advertising in that it is less obtrusive, and aimed at providing a more comprehensive opinion to a large audience in order to shape
public opinion Public opinion is the collective opinion of the people of a society on a specific topic or voting intention. Democracy requires public opinion because it derives authority from the public. Etymology The term public opinion was derived from the ...
. Unlike advertising, public relations professionals only have control until the message is related to media gatekeepers who decide where to pass the information on to the audience.


Social media

Social media, in its modern use, refers to platforms used on both mobile devices and home computers that allow users to interact through the use of words, images, sounds, and video. Social media includes popular sites such as Facebook and Instagram, as well as sites that can aid in business networking such as LinkedIn.The use and importance of social media in communications and public relations has grown drastically throughout the years and is now a staple in advertisements to mass audiences. For many newer companies and businesses geared towards young people social media is a tool for advertising purposes and growing the brand. Social Media provides additional ways to connect and reach out to ones targeted audience. There are multiple social-networking sites that have the ability to visualize and share ones personal social life. Even though the first social networking sites were created several years ago, the rise of both
Myspace#REDIRECT Myspace {{Redirect category shell, {{R from other capitalisation {{R from former name {{R from page move ...
and
Facebook Facebook (stylized as ) is an American online social media and social networking service based in Menlo Park, California, and a flagship service of the namesake company Facebook, Inc. It was founded by Mark Zuckerberg, along with fellow Harvard ...

Facebook
took over and cancelled out the previous social media sites. As of today, Facebook is one of the most popular social media websites for multiple types of communication. Generally, Facebook is used for communication with relatives and friends along with people who share interests. Social media have introduced new difficulties into relationships. One way this has occurred is through ''
catfishing Catfishing is a deceptive activity where a person creates a fictional persona or fake identity on a social networking service, usually targeting a specific victim. The practice may be used for financial gain, to compromise a victim in some way, a ...
''. The term ''catfish'' refers to a person who uses a false online profile on a social media platform. Most commonly, a catfish communicates with another online profile to get them to fall in love with the false persona they created. The MTV reality show '' Catfish: The TV Show'' has brought mainstream attention to this issue. The goal of these episodes is to keep track of people who have fallen in love with someone they interacted with online, but never met in person. As catfishing has become a mainstream term, people have wondered how and why it continues to happen.
Nev Schulman Yaniv "Nev" Schulman (born September 26, 1984) is an American TV host and producer. He is best known for the 2010 documentary film ''Catfish'' and the follow up TV series ''Catfish: The TV Show'' on MTV of which he is the host and executive produ ...
, host of the show, has said "I think people will always be looking to fall in love. People will always hope for things to get better. For better, or worse, there will always be people who may or may not look to take advantage of that."


Audio media


Recorded music

Recordings, developed in the 1870s, became the first non-print form of mass communication. The invention of the phonograph by Thomas Edison in the late 19th century, the graphophone by Alexander Graham Bell and Charles Tainter, and the gramophone by The Victor Talking Machine Company were the first competing mass media forms that brought recorded music to the masses. Recording changed again in the 1950s with the invention of the LP (long play) vinyl record, then eight track-tapes, followed by vinyl, and cassettes in 1965. Compact discs (CDs) followed and were seen as the biggest invention in recorded arts since Edison.


Radio

Radio is considered the most widely accessible form of mass communication in the world and the medium used to the greatest degree in the United States. Internet radio has now become increasingly more popular, as radio stations are streaming content through their websites and other applications. Music streaming services such as Apple Music and Spotify, have also integrated radio features onto the platform. Spotify Radio is a feature that allows Spotify to continuously create a playlist for its users with tracks and podcast segments based on any artist or playlist they wish.


Convergence

Convergence refers to the coming together of telecommunications as forms of mass communication in a digital media environment. There is no clear definition of Convergence and its effects. However, it can be viewed through three lenses: technological convergence, cultural convergence, and economic convergence. Technological convergence is the action of two or more media companies merging in a digital platform and can lead companies to develop new commodities or become part of new sectors and/or economies. Cultural convergence deals with the blending of different beliefs, values, and traditions between groups of people and may occur through the globalization of content. ''Sex and the City'', an American show set in New York City, was viewed internationally and became popular among female workers in Thailand. A study on the consumption of YouTube, conducted by the Information Technology Department and Sociology Department at Cornell University, concluded that cultural convergence occurs more frequently in advanced cosmopolitan areas.


Film and television


Film

The film industry began with the invention of the Kinetoscope by Thomas Edison. His failure to patent it resulted in two brothers, Louis and Auguste Lumiere creating a portable camera that could process film and project images. The invention quickly gained notoriety when the Lumiere brothers debuted a series of 60-second clips screened outdoors to a Parisian audience. Despite the ever-growing popularity of moving images, the Lumiere Brothers did not seek to revolutionize the style of the film, but stuck to documenting daily life in France. This set the grounds for future film revolutionaries, including George Melies, who sought to create narrative sequences in his films through the use of special effects.


Television

In the 1970s, television began to change to include more complicated and three-dimensional characters and plots. PBS launched in 1970, and was the home for programming that would not be suitable for network television. It operates on donations and little government funding, rather than having commercials. On January 12, 1971, the sitcom ''All in the Family'' premiered on CBS, and covered the issues of the day and portrayed a bigot named Archie Bunker. By 1972, the sales of color television sets surpassed that of black-and-white sets. In the 1980s, television became geared towards what has become known as the MTV Generation, with a surge in the number of cable channels.


Photography

Photography plays a role in the field of technology and mass communication by demonstrating facts or reinforcing ideas. Although the photos are altered digitally, it is still considered a proof to expose and communicate.


History of photography

Camera obscura was one of the first techniques that lead to creating photos. It could create an image on a wall or piece of paper. Nicéphore Niépce, Joseph Niepce was a French inventor that took the first photo in 1827 that required 8 hours of exposure. In 1839, Louis Daguerre introduced the daguerreotype that reduced exposure time to about thirty minutes. As the years progressed, so did photography techniques, including creating better image quality, adding color to an image, and reduced exposure time.


Contemporary photography industry

The modern industry has dramatically changed with the development of digital, as phones and digital cameras have made film-based cameras a niche product. Kodak discontinued making a color film in 1999 and declared Bankruptcy in 2012. Other companies like Fujifilm adapted despite a downturn in sales.


Interactive media


Video games

Video game genres are a classification assigned to a video game based on its game play rather than a visual or storytelling differences. A video game genre is defined by a set of game play challenges and are classified independently of when and where the game takes place.


Ethics in interactive media

Interactive media is a form of communication technique that refers to services on digital computer-based systems. This requires two or more parties who respond to each other through text, moving images, animation, video, audio, and video games. The ethics in interactive media mainly focus on the violence of video games, advertising being influenced in different ways and behavioral targeting. The violence of video games relates to ethics in interactive media because it brings on aggressive attitude and behavior that impacts the social lives of the people playing these video games. Furthermore, behavioral targeting ties into the ethics of interactive media because these websites and apps on our phones contain personal information which allow the owners or the ones running the companies to receive it and use them for themselves. Interactive media influences advertising because by society using social media or any websites, we are able to see that there's advertising in everything we view especially when your scrolling through Instagram or those pop up ads that come up on your screen reading an article on your computer.


E-books

eBooks have changed how people read. People are able to download books onto their devices. This allows consumers to track what they read, to annotate, and to search for definitions of words on the internet. With e-books in education, the increased demand for mobile access to course materials and eBooks for students corresponds with the increased number of smartphones. E- readers such as the Amazon Kindle have advanced over the years. Since its launch in 2007, the Kindle has expanded its memory from 4 GB to 8 GB. In addition, the Kindle has added accessories including games, movies, and music.


Major theories

Communication researchers have identified several major theories associated with the study of mass communication. Communication theory addresses the processes and mechanisms that allow communication to take place. * Cultivation theory, developed by George Gerbner and Marshall McLuhan, discusses the long-term effects of watching television, and hypothesizes that the more television an individual consumes, the more likely that person is to believe the real world is similar to what they have seen on television. Cultivation is closely related to the idea of the mean world syndrome. * Agenda setting theory centers around the idea that media outlets tell the public "not what to think, but what to think about." Agenda setting hypothesizes that media have the power to influence the public discourse, and tell people what are important issues facing society. * The spiral of silence, developed by Elisabeth Noelle-Neumann, hypothesizes that people are more likely to reveal their opinion in public if they believe that they are of the majority opinion, for fear that revealing an unpopular opinion would subject them to being a social outcast. This theory is relevant to mass communication because it hypothesizes that mass media have the power to shape people's opinions, as well as relay the opinion that is believed to be the majority opinion. * Media ecology hypothesizes that individuals are shaped by their interaction with media, and that communication and media profoundly affect how individuals view and interact with their environment. * According to the Semiotic theory, communication characteristics such as words, images, gestures, and situations are always interpretive. All sign systems, entitled to be "read" or interpreted, regardless of form, may be referred to as "texts." In the study of Semiotics, there is no such thing as a literal reading.


Methods of study

Communication researchers study communication through various methods that have been verified through repetitive, cumulative processes. Both quantitative research, quantitative and qualitative research, qualitative methods have been used in the study of mass communication. The main focus of mass communication research is to learn how the content of mass communication affects the attitudes, opinions, emotions, and ultimately behaviors of the people who receive the message. Several prominent methods of study are as follows: * Studying cause and effect relationships in communication can only be done through an experiment. This quantitative method regularly involves exposing participants to various media content and recording their reactions. To show causation, mass communication researchers must isolate the variable they are studying, show that it occurs before the observed effect and that it is the only variable that could cause the observed effect. * Survey methodology, Survey, another quantitative method, involves asking individuals to respond to a set of questions in order to generalize their responses to a larger population. * Content analysis (sometimes known as textual analysis) refers to the process of identifying the categorical properties of a piece of communication, such as a newspaper article (publishing), article, book, television program, film, or broadcast news script. This process allows researchers to see what the content of communication looks like. * A qualitative method is known as ethnography allows a researcher to immerse themselves into a culture to observe and record the qualities of communication that exist there.


Professional organizations

The Association for Education in Journalism and Mass Communication is the major membership organization for academics in the field, offering regional and ''national conferences and refereed publications''. The International Communication Association and National Communication Association (formerly the Speech Communication Association) are also prominent professional organizations. Each of these organizations publishes a different refereed academic journal that reflects the research that is being performed in the field of mass communication.


See also

* Communication * Communication studies * Communication theory as a field * History of communication * Media influence * Media studies * Social science


Notes


References

* Pearce, K.J. (2009). Media and Mass Communication Theories. In ''Encyclopedia of Communication Theory'' (p. 624-628). SAGE Publications. * Hartley, J.: "Mass communication", in O'Sullivan; Fiske (eds): ''Key Concepts in Communication and Cultural Studies'' (Routledge, 1997). * Mackay, H.; O'Sullivan T.: ''The Media Reader: Continuity and Transformation'' (Sage, 1999). * Denis McQuail, McQuail, D.: ''McQuail's Mass Communication Theory (fifth edition)'' (Sage, 2005). *Thompson, John B.: ''The Media and Modernity'' (Polity (publisher), Polity, 1995). * Griffin, E. (2009). A first look at communication theory. McGraw Hill: New York, NY. * Babbie, E. (2007). The practice of social research. Thomas Higher Education: Belmont, California. {{Authority control Media studies Communication studies