Learning Unit 1:
Mass Communication Defined
Introduction
Our first learning module just aims at defining the term Mass Communication and introducing us into this particular academic field.
As a communication student, you should be aware of which the characteristics of mass communication are and of how this particular communication dynamic differs from other communication contexts, such as interpersonal, group or public communication.
Mass Media, evidently, are the traditional vehicle of mass communication. Even though it is a plural word, media (the singular form being medium), the term is usually used in singular (Media is, Media has). Since there is more than one medium, I will use the term Mass Media in plural throughout the whole course (Mass Media are, Mass Media have). Be aware of it and try to adopt this grammatical practice in your writing.
This learning unit will allow you
1 – understand the characteristics of the process we call Mass Communication,
2 – differentiate Mass Communication from other types and contexts of communication, such as interpersonal, organizational, public, or telecommunication,
and
3 – become aware of the social and individual functions of Mass Media.
Mass Communication Defined
Claude E. SHANNON and Warren WEAVER’s Mathematical Theory of Information
Models are theories that try to explain the
paradigm of communication
What is this?
The paradigm of communication?
This is simply
what happens when a form of communication, any form of communication, takes place.
A MODEL is always the description of a complex process. On the one hand, it has to be as simple and as abstract as possible.
On the other hand, it needs to be true to the reality that is being described.
The most common communication model used to explain the nature of mass communication is the so-called “Mathematical Theory of Information” developed by Claude E. Shannon and Warren Weaver.
This graphic shows the elements in the model and how they relate to each other:
This model was thought for the technically assisted communication, for the mediated communication.
Therefore, Shannon and Weaver distinguish between information source and transmitter.
And between Destination and Receiver.
The message has to be converted, and the result, the converted information, they call SIGNAL.
So, the signal is the consequence of the Coding Process.
To understand the signal, that is the coded message, there has to be a decoding process.
Characteristics of Mass Communication
We can highlight the following characteristics of mass communication (as opposed to interpersonal, group, or public communication):
- Mass Communication is mediated. The source of the message communicates through some electronic or print medium.
- The sensory input potential for receivers is more limited. Meaning that the receiver of messages can hardly give any feedback.
- Receivers of a mediated message have little or no control over its sources.
- The sources of mediated messages are known either in a limited way or not known at all, only imagined
- The source work through a complex organization. (as a Radio or TV broadcast corporation – or a newspaper editorial).
- The message represents the effort of many different people. (Just read the end credits the next time you watch a movie.)
1 – Mass- versus Telecommunication
Since both terms are frequently used as synonyms – incorrectly in some cases – it is important to know the different between Mass Communication and Telecommunication.
Both forms of Communication are mediated, meaning that a technological infrastructure is necessary.
The Greek work “TELOS” means “Distance”.
Telecommunication is any form of communication that uses technology to save the physical distance between the sender and the receiver of the message.
Obviously all the examples of mass communication you can think of use technology to save the physical distance between sender and receiver of messages. Thus, Mass Communication is a term subordinated to Telecommunication. However, not every form of Telecommunication is Mass Communication. When you are using the cell phone, for instance, you are using a sophisticated technology to save the distance that physically separates you from the person you are calling. This communicative act is a form of interpersonal communication.
In the case of the mass-communication,
The message is directed to masses of people, and not to individuals or small groups.
2 – The Audience in Mass Communication
The audience in Mass-communication can be described using 4 adjectives:
- LARGE (some events may gather vast audiences, millions of people around the world),
- HETEROGENEUS (the viewers are totally different),
- ANONYMUS, (no way to create face to face interaction), and
- PASSIV, (The feedback potential of the audience in Mass Communication is very limited).
One of the problems of mediated communication is that the required technological infrastructure creates an abyss between the sender of messages and audience. The following graphic gives you an idea of the complexity of the media enterprise. It shows all the different media that belong to the same group: AOL Time Warner.
3 – Functions of Mass Media
Denis McQuail states that the main function of Mass media is to help us satisfy some of our needs. The word “media”, by the way, is the plural form of “medium”, and thus, it will be used with the corresponding verb conjugation (mass media are; instead of mass media is) in my lectures.
3.1 Need for Information
The media have become the most important reference for us of what is going on in the world. And this apply not only for the parts of the planet we do not have access to, but also for place we are living in.
3.2 Need for Entertainment
Mass Media represent frequently a window to escape from problems – or to forget them.
We use them for relaxing and for action.
McQuail states that Media are also used for emotional or even sexual arousal.
3.2 Need for Integration, Social Interaction or Social Empathy
Through the Media, we get the sense of belonging.
The contents of the Media are also a basis for conversation and social interaction.
Sometimes, the Media become a substitute for real life companionships.
3.2 Need for Personal Identity
In the media we search for references in our life,
models we can associate with, or imitate.
We also look for opinions we can defend or attack, or even for stereotypes to organize the world outside our heads.
4 Uses and Gratifications Theory
According to this theory,
the main motivation to use the media is the gratification we get from them.
This is a rational model because it implies the free choice of the individual.
In the process of socialization, we learn the different Media, their characteristics and uses.
And then, in the adulthood, we consciously choose to use different Media according to our rational expectations,
meaning, the kind of gratifications we can get from them.
The audience, in this model, is not passive at all,
the individuals who form this audience are mature and independent.
They are also immune against the power of Mass-Media.
This rational model tends to play down the effects of the Mass-Media.