mass communication


Also found in: Wikipedia.

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 ?
Seeking equity for women in journalism and mass communication education: A 30-year update/mass media and the shaping of American feminism 1963-1975.
And while departments of communication provide a strong theoretical base, their focus on mass communication may not be the place to learn about niche marketing, entrepreneurship, global business issues, investor relations and organizational design.
The volume brings together researchers from a number of disciplines - sociology, criminology, political science and mass communication - who focus on new forms of political protest, policing and public order.
Syed Abdul Siraj, Chairman, Mass Communication Department, AIOU while the admission forms of LLM (Shari'ah), MS (Shari/ah) and Ph.
KARACHI -- The Department of Mass Communication, Federal Urdu University of Arts, Science and Technology (FUUAST) is organizing its fifth international conference on Sindhi Media:
Among their topics are preparing to work within the Singapore system, production congestion and consumption dispersion in Palestinian media, Western models and local realities in Tanzania's journalism education, aspects of journalism education in Brazil, and journalism and mass communication education in Romania after the fall of communism.
Mass communication research forms the core of a great deal of communication study.
Empowerment of the individual, social interaction, two-way communication -- the above scenarii all point to the same conclusion: New Media will push us to think less and less in traditional terms of mass communication, and more and more in terms of social and political interaction.
PHOENIX, March 5, 2013 /PRNewswire/ -- The Walter Cronkite School of Journalism and Mass Communication at Arizona State University today announced plans to offer a Bachelor of Arts degree in Mass Communications and Media Studies - entirely online.
ISLAMABAD -- The National Book Foundation (NBF) has published the second and revised edition of 'Radio Journalism' written by veteran broadcaster and journalist Mahmood Hussain to meet the demand in the field of Mass Communication.
published the second and revised edition of `Radio Journalism' written by veteran broadcaster and journalist Mahmood Hussain to meet the demand in the field of Mass Communication.
provides a textbook on mass communication that covers print and electronic media, advertising, public relations, law, diversity, and ethics.