CHARACTERISTICS

OF
MASS
COMMUNICATION
Kanika Fulara
23/0219
 WHAT IS MASS
COMMUNICATION??

The imparting or exchanging of

information on a large scale to a
wide range of people.Eg- "that
modern miracle of mass
communication—the telephone.
CHARACTERISTIC 1 : LARGE NO. OF AUDIENCE

Mass communication targets

a vast and heterogeneous
audience. For example,
Indian news channels like
NDTV, Aaj Tak, and Republic
TV reach millions of viewers
across the country and even
worldwide through digital
platforms.
CHARACTERISTIC 2 : GEOGRAPHIC
SCATTERING
This type of communication is
fairly diverse. Mass
communication exhibits global
reach, with content
distribution and impact
spanning across geographical
boundaries. It includes anyone
living anywhere in the world,
regardless of gender, state,
zone, religion, country, or other
factors.
CHARACTERISTIC 3 : LOW COST TO CONSUMERS

Mass communication serves as

a low-cost medium to reach
large audiences. Examples
include social media platforms
like Facebook, Twitter, and
YouTube, where individuals and
organizations can share
information, videos, and
messages for little to no cost.
CHARACTERISTIC 4 : RAPID AND CONTINUOUS
DISSEMINATION OF MESSAGES

Mass communication enables the

rapid dissemination of messages to a
wide audience. Examples include
breaking news updates through
television, online news websites, and
social media, where information
spreads quickly to millions.
Emergency alerts and viral social
media trends further showcase the
speed of mass communication in
sharing messages and information.
CHARACTERISTIC 5 :THE PRESENCE OF GATEKEEPERS

Mass communication often involves

gatekeepers who control the flow of
information. In traditional media, editors
and producers act as gatekeepers by
selecting and shaping content. For
example, newspaper editors decide
which stories to publish. On social
media, algorithms and moderators serve
as gatekeepers by determining what
content is visible to users, such as
Facebook's content guidelines and
YouTube's recommendation system.
CHARACTERISTIC 6 : DELAYED FEEDBACK

Mass communication can result in

delayed feedback due to the one-way
nature of many communication
channels. For instance, in traditional
print media, readers can't
immediately respond to articles.
Similarly, when a company releases a
product and waits for customer
reviews or surveys to gather
feedback, this can introduce delay in
the communication loop.
Example-2019 General elections
 SUMMING UP
1. Large number of audience
2. Geographic scattering
3. Rapid dissemination of
messages
4. Low cost to consumers
5. Delayed Feedback
THANK YOU