mass communication

(redirected from Mass communications)

mass communication

[′mas kə‚myü·nə′kā·shən]
(communications)
Communication which is directed to or reaches an appreciable fraction of the population.

mass communication

see MASS MEDIA OF COMMUNICATION.

Mass Communication

 

the systematic dissemination of information through the press, radio, television, motion pictures, sound recordings, and videotapes to large, dispersed audiences, in order to affirm the intellectual and moral values of a society and exert ideological, political, economic, or organizational influence on people’s evaluations, opinions, and behavior.

The material precondition for the rise of mass communication in the first half of the 20th century was the invention of technical devices for the rapid transmission and mass circulation of vast quantities of verbal information, images, and music. All of these devices, which are run by highly specialized professional workers, are usually referred to as the “mass information and propaganda media,” or the “mass media.”

Mass communication involves a source of information and a recipient, connected by a physical communication channel such as the press (newspapers, magazines, pamphlets, mass market books, leaflets, and posters) and radio and television (broadcasting stations and those who own radios and televisions). The other mass media are the movies (films and a network of projection facilities), sound recordings (the production and dissemination of phonograph records, tapes, or cassettes), and videotapes.

The effectiveness of mass communication depends not only on the purposes and goals of influencing audiences (readers, listeners, and viewers) but also on the degree to which the content and form of information conform with people’s informational needs at a given time.

As a powerful tool of the ideological and political struggle, of social administration, of the regulation of relations between social groups, and of the dissemination of culture, mass communication has become an important element in social relations. In turn, social relations have considerable influence on the content and form of information, on the transmission of directives by the authorities, on various types of education, on the kinds of advertising and entertainment available through the mass media, and on the specific nature of ideological, political, and other types of propaganda.

In capitalist society the aims of mass communication, which is a tool of the ruling class, are determined by the apologists for the system of social injustice and by the tasks of distorting the individual’s mind by means of manipulative devices and “mass culture.” Mass communication in socialist society is designed to strengthen the ideological and moral and political unity of society, to combat bourgeois ideology and propaganda, and to contribute to the upbringing of a harmoniously developed personality.

The sociology and psychology of mass communication, which emerged as scholarly fields in the 1920’s, study the structure, patterns, and effectiveness of mass communication systems and the functioning of some of their components. Because of qualitative differences in their goals and tasks, Marxist and bourgeois sociology have different theories and methodologies of mass communication research.

REFERENCES

Frid, N., and K. Esterling. “Razmyshleniia o propaganda.” Problemy mira i sotsializma, 1963, no. 4.
Vooglaid, Ü. “Kak skladyvaetsia ideologicheskoe vozdeistvie.” Kommunist Estonii, 1967, no. 8.
Sotsiologiia i ideologicheskaia deiatel’nost’: Sbornik. Moscow, 1967.
Alekseev, A. N. “O massovoi kommunikatsii i ee sotsial’nykh sredstvakh.” In the collection Zhurnalist, pressa, chitatel’. Leningrad, 1969.
Problemy sotsial’noi psikhologii i propaganda: Sbornik. Moscow, 1971.
Sherkovin, Iu. A. Psikhologicheskie problemy massovykh informatsionnykh protsessov. Moscow, 1973.
Riley, Jr., J., and M. Riley. “Massovaia kommunikatsiia i sotsial’naia sistema.” In the collection Sotsiologiia segodnia: Problemy i perspektivy. Moscow, 1965. (Translated from English.)
Waples, D., B. Berelson, and F. Bradshaw. What Reading Does to People. Chicago, 1940.
Merton, R. K. Mass Persuasion. New York-London, 1946.
The Process and Effects of Mass Communication. Edited by L. A. Dexter and D. M. White. London, 1964.

IU. A. SHERKOVIN

References in periodicals archive ?
The Department of Mass Communications in the College of Humanities and Social Sciences at the United Arab Emirates University organized a panel discussion entitled, Media research and inequality: why we need the media for social justice, on Tuesday 8th of December 2015, on the Al Ain campus.
18, 2015 /PRNewswire/ -- Net Access, an innovative provider of hybrid data center solutions, and MASS Communications, a leading connectivity and telecom management provider, announced today that they have jointly developed a private infrastructure solution designed specifically for hosted voice applications.
MATTA -- A workshop was organized by Department of Journalism and Mass Communications for the awareness of media persons on Conflict Sensitive Journalism in University of Malakand on Tuesday.
The visits by university students to Dubai from any Arab country will give them the opportunity to witness the Dubai's experience in the area of mass communications.
The Ministry of Telecom and Mass Communications of the Russian Federation showcases innovations and new products at the world's biggest telecom fair
Mass communications student, Mohamed Fotouh, said that Molotov cocktails were thrown at students on Tuesday dawn while they were holding the sit in at the faculty of mass communications.
The comprehensive nature of this text makes it useful for both researchers and students of mass communications issues.
They [employers] want students with multiple skills," says Susanne Shaw, executive director of the Accrediting Council on Education in Journalism and Mass Communications.
The writer is a mass communications major at the American University of Sharjah
Ukrainian mass communications specialist Yevgen Glibovistkiy was denied entry into Kyrgyzstan.
in Mass Communications and many years of classroom based curriculum experience), Everything About The Bible That You Never Had Time To Look Up: A Condensed Guide to Biblical Literature is a straightforward summary of not only the Bible itself, but many extra-Biblical books.
And there is more money being spent on entertainment and mass communications (in Asia).