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Mass communication: Trends, traits and theories
Banerjee Debanjan
Media and Communication Studies, NSHM
Institute of Media and Communication, Kolkata, India.
E-mail:
debanjan.mediaguru@gmail.com.
Accepted 19 April, 2010 |
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Mass communication is a term used in a variety of ways,
which despite the potential for confusion, is usually clear
from the context. “Mass Communication” is often used
incorrectly to refer to the dissemination of entertainment,
arts, information and messages by television, radio,
newspapers, magazines, movies, recorded music and associated
media. This general use of the term is only appropriate as
designating the most commonly shared features of such
otherwise disparate phenomena as broadcast television,
cable, video playback, theatre projection, recorded song,
radio talk, advertising, the front page, editorial page,
sports column, comics and pages of newspaper. In this usage,
“mass communication” refers to the activities of the media
as a whole and fails to distinguish among specific media,
modes of communication, genres of text or artifact,
production or reception situations, or any question of
actual communication.
Key words: Communication, mass communication, news, information,
entertainment, newspapers, magazines, radio, television,
advertising, production. |
