Mass Communication - Definitional

Mass communication is just another type of human communication that exists in society today. Every aspect of it is mediated as the audience may or may not be affected by the messaged being carried out by the sender. The sender can be an individual or from several other sources and the message can be deciphered through different perspectives. Popularly associated with mass communication is the media but it is not only limited to them. Time Warner, Disney, News Corporation, Viacom, and Bartelsmann are five internationally known incorporations that utilize the power of mass communication. Other than the audience, the communication experience, and the communicator, limited feedback is another element to consider.
Through the process of the mass communication there are certain responsibilities that belong to a “gatekeeper” a person who is basically like an editor-in-chief and is the one that selects, changes, and/or rejects messages. This person has the power to “influence the flow of information” between sender and receiver. Normally, there may not only be one gatekeeper but a whole network especially when it comes to news media and magazines. It is a highly complex role as there are different limitations or requirements to consider before being able to produce information. Something that is common amongst those in the United States is economics. Thus, advertisements in every shape and form are ubiquitous as companies are always trying to find a way to make more profit. It is also important for the gatekeeper to oblige to legal restrictions, deadlines, and ethics. Competition and news value are other factors that encourage the communicator and the gatekeeper to have strong ties together to get their message across for faster and more effectively.
There are two models of message flow. The Hypodermic Needle Model says, “each audience member receives messages directly from the source of a given medium.” In other words, the message being sent can be so influential that it could become dangerous for the receiver, such as the use of propaganda and Hitler’s tactics. Another model is the Two-Step Flow Model. This consists of information being passed from various mass media to opinion leaders who then pass it on to people within their own population. Opinion leaders are always in frequent communication and are always working on influencing others on a regular basis. Nevertheless, information needs to pass through these models carefully in order for the original sender to make their point. As an outcome, one should remember that the rate of diffusion of information, referring to the travel time through various communication channels and community of receivers.
Overall, each and every one of us is caught up with the latest technology, e-mail, cell phones, social networks, etc. Through the cultivation theory, we are also easily influenced by what we see on TV or hear on the news and it sets a somewhat universal mindset. There is also the mean world syndrome, which causes some people to believe that the world is a cruel place and this belief develops from different sources of media. In a world that copes with the possibilities and pitfalls of technology, mass communication continues to expand, as it is easy to find various mediums to pass the word along and continues to emphasize social norms.

Tubbs, Stewart, and Sylvia Moss. Human Communication. 11th ed. New York: McGraw-Hill, 2008.