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Definition Of Mass Communication

1122 Words5 Pages

Kelly Polen
What is mass communication? How did scholars define mass communication in the past and why does Turow define it differently today?
Mass communication is the ability to share a specific message, through built channels, with a specific group of people using TVs, radios, internet, and social media, among other channels. In the past, mass communication meant sending the same message to lots of different types of people. There was really only one channel of communication that the large group of people received, which is no longer effective today. Today, mass communication is different because there is no longer one general message being sent out. There are many different channels that messages can be sent through to best reach the audience. Companies are able to specifically target certain groups of people, which allows for more effective communication and marketing. People nowadays are divided up by their interests, and then they are sent the message that will best fit their interests. Mass communication is becoming more focused on the individual. One example of this would be Amazon. Amazon tracks what its customers buy so that they can have a unique page for each of its customers based on what they like. Overall, the shift in definition of mass media occurred because there are more channels through which messages can pass through, which allows for splitting up the audience based on what their background is and what they are interested in.

What is convergence?

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