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Mass Communication
Mass communication

Mass communication is the ‘technologically and institutionally based mass production and distribution’ of symbols, images and messages (Gerbner, 1967: 51) to a heterogeneous and (largely) non-interactive audience – in other words, communication through the mass media. This only becomes possible ‘when technological means are available and social organisations emerge for the mass production and distribution of messages’ (ibid.: 50). Only modern mass-mediated communication is defined as such, excluding prior forms of public communication involving large groups of audience members, such as public speaking, plays and town criers.

Modern mass communication is not only technologically different to prior forms of public communication, it is also conceptually and ideologically different. First, there is no assurance that a mass (e.g. TV or radio) broadcast is even ...

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