MASS COMMUNICATION
Mass Communication
The process of imparting and exchanging information through mass media 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 and advertising are part of Mass communication differs from other forms of communication,
such as interpersonal communication and organizational communication, because it focuses on particular resources transmitting information to numerous receivers.
Study of Mass Communication
In social science, mass communication is a sub-field of communication studies. 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 are mostly made up of different cultures, behavior, and belief systems. Mass communication is commonly associated with media studies.
Types of Mass Communication
Journalism is the production and distribution of reports 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 channel, radio station, television station, and more recently, e-readers and smartphones.
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.
Advertising, in relation to mass communication, is marketing 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, such as television, studying the effects and methods of advertising is relevant to the study of mass communication.
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.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
Public relations is the process of providing information to the public in order to present a specific view of a product or organization. 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. 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.
Study of Mass Communication
Communication researchers study communication through various methods that have been verified through repetitive, cumulative processes. Both
quantitative and 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.