Mass Communication Defined
Mass communication occurs when a small number of people send messages to a large anonymous and usually heterogeneous audience through the use of specialized communication media.
The units of analysis for mass communication are the messages, the mediums, and the audience.
Mass Communication represents the creation and sending of a homogeneous message to a large heterogeneous audience through the media. Mass communication studies the uses and effects of the media by many as opposed to the study of human interaction as in other communication contexts.
Theories
Agenda-Setting theory
Cultivation theory
Cultural Imperialism theory
Diffusion theory
Functional Approach to Mass Communication
Human Action Approach theory
Media Dependency
Media Equation
Rules-Based theory
Spiral of Silence theory
Technological Determinism theory
Uses and Gratifications theory
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