Definition Of Mass Media

Mass media are the channels and the institutions of mass communication.

In the broadest sense of the word, a medium is the channel through which a message travels from the source to the receiver.

Mass media is a deceptively simple term encompassing a countless array of institutions and individuals who differ in purpose, scope, method, and cultural context. Mass media include all forms of information communicated to large group of audience such as the population of a city or entire country by using technology to simultaneously reach a wide audience. There is no need standard for how large the audience needs to be before communication becomes “mass” communication.

Communication on the internet has blurred that established definition of mass communication

Publishing a newspaper or operating a TV station requires control of money, management of personnel, coordination of activities, and application of authority. Accomplishing all these tasks requires a well defined organizational structure characterized by specialization, specialization, division of labor and focused areas of responsibility. The tradition mass media is the product of bureaucracy. As in most bureaucracies, decision making take place at several levels of management and channels of communication within the organization are formalized. Thus many of the decisions about what gets included in a newspaper or in a TV program, for instance are made by committees or groups.

Gatekeepers. Another important factor that characterized the traditional mass communication is the presence of multiple gatekeepers. A gatekeeper is any person (or group) who has control over what material eventually reaches the public.

Large operating expenses. It costs a lot of money to start a mass communication organization and keep it running. Once the organization is in operation, expenses are also sizable.

Competition for profit. There are some exceptions, as most newspapers, magazines, record companies, and TV and radio stations strive to produce a profit for their owners and stockholders, assume a watchdog role on behalf of their readers, if they do not make money, they go out of business. The consumer is the ultimate source of this profit. Mass communication organizations

Transmission of social heritage. By communicating information through the mass media we are transmitting social and cultural values, which aim at sustaining the society.

4. Educating the masses. Education on the policies of governments and on the rights and responsibilities could be carried out through the mass media.

5. Entertainment function. The mass media also entertain the public by providing emotional relaxation, intrinsic and cultural enjoyment (i.e. provision of momentary escape from problems) and killing boredom.

6. Mobilization function. This function of the mass media is very important to developing communities everywhere. It seeks to bring the people together and helps to advance national development.

7. Linkage. The mass media are able to join different elements of society that are not directly connected. For example, mass advertising attempts to link the needs of buyers with the products of sellers and face book.

It could be seen from the foregoing functions that the mass media provide information and education, personal identity, entertainment and most importantly integration and social interaction by giving insight into the circumstances of others as well as by helping with the development of social