From the above model of mass
communication, it is easy to identify the following
features of mass communication.
1. Mass
communication experience is public one. It means that anybody can be a part of this
communication process at any time without much effort or permission.
2. It is a
mediated communication act. Nature of the media involved in the process
defines the mediation in mass
communication. For example, television can transmit a news instantly as it is a
fast medium, newspaper takes to bring the same news report to the public
because of its limitations. This is how nature of the media defines the mediation
process in mass communication.
3. Mass
communication is filtered communication. This filtering processing is called gatekeeping.
For example, a news report in a newspaper or on a television channel filtered
or controlled at different level by reporter, sub editor, news editor, editor.
4. It is the most
complicated form of communication as it involves complex technology like
satellites digital networks, management structure, marketing chain etc.
5. Mass
communication can alter the way the society thinks about events and attitudes.
6. Mass
communication experience is transient. It means that once you used a message (for
example, a news report or a film) you may not use it again. The message is
meant to be used once and it is gone. Who will read yesterday’s newspaper?
7. Mass
communication is most often remains as one-way communication. As receivers, how
many of us write letters to editor (sender)? A very few. But, in interpersonal communication,
senders and receivers are in active conversation sending feedback to each
other.
8. Unlike other
communicators, mass communicators can’t see their audience.
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