Definition of Mass Media - 1699 Words

The Mass Media Defining the Mass Media Defining the Mass Media The focus of this opening section is an examination of different explanations of the relationship between ownership and control of the mass media and, in order to do this, we need to begin by thinking about how the mass media can be defined. Breaking down the concept of a ‘mass media’ into its constituent parts... A medium is a ‘channel of communication’ - a means through which people send and receive information. The printed word, for example, is a medium; when we read a newspaper or magazine, something is communicated to us in some way. Similarly, electronic forms of communication television, telephones, film and such like - are media (the plural of medium). Mass, as you†¦show more content†¦In recent times, for example, weve seen the development of forms of communication (such as mobile phones and email) that don’t fit easily (if at all) into traditional definitions, mainly because they have the capacity to be both: †¢ interpersonal (‘one-to-one’) communication and †¢ mass (‘one-to-many’) communication. 2 In defining the mass media, therefore, weve encountered a problem that, as recently as 25 years ago, wouldn’t have been a problem; namely, the development of computer networks. Depending on how its used, for example, email can involve exchanging interpersonal messages with friends and family (‘Hi, how are you?’) or sending one message to many thousands, if not millions, of people; customers of on-line retailers, such as Amazon for example, can request email notification of special offers and so forth. Unrequested mass emailing (or spam) also comes into this category. Although peer-to-peer networks involve communication between large numbers of people, a not insignificant feature of these networks is that they reverse the accepted wisdom about a mass medium in the sense that they represent many-to-one communication; large numbers of people effectively cooperate to deliver a The ability to link computer technology (to create something like the Internet or mobile phone networks) has message (such as a song) to an individual (who, in turn,Show MoreRelatedMidterm Review Essay963 Words   |  4 PagesMComm100†©Ã¢â‚¬â€œÃ¢â‚¬ ©Mass†©Communication†©in†©Society†© Midterm†©Review†©Ã¢â‚¬â€œÃ¢â‚¬ ©12th†©Ed†© (Chapters†©1†©Ã¢â‚¬â€œÃ¢â‚¬ ©9)†© †© Understand†©the†©definition†©of†©Ã¢â‚¬Ëœencoding’†© What†©is†©Ã¢â‚¬Ëœnegative†©feedback’?†© Characteristics†©of†©a†©mass†©communication†©audience†© What†©is†©a†©Ã¢â‚¬Ëœmedia†©vehicle’?†© Characteristics†©of†©mass†©communication†©organizations†© What†©vehicles†©have†©increased†©the†©mobility†©of†©the†©mass†©media?†© Trust†©in†©the†©media†©is†©considered†©what?†© Definition†©of†©Ã¢â‚¬Ëœsurveilance’†©Ã¢â‚¬ ©with†©regard†©to†©individual†©media†©use†© Consequences†©of†©relying†©on†©mass†©media†©for†©interpretation†© Read MoreThe Effects Of Mass Media On American Culture951 Words   |  4 PagesEffects of Mass Media Introduction Why is mass media influencing the American culture? 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