The End Of Mass Communication

1015 Words5 Pages
“Is this the end of mass communication? Should we abandon the term as well as our existing theoretical models?” These questions struck me when Steven H. Chaffee and Miriam J. Metzger published their article entitled “The End of Mass Communication?” because according to them, many people are so confused and/or no longer consider the term “mass communication” anymore as the source of information/messages in our modern generation now. But the thing is, is mass communication still appropriate? Or it needs to be replaced? But they refuted the use of “mass” in mass communication to be replaced with the term “media” instead. (Turrow,1992). Before answering those questions, let’s give first the definition of mass communication and mass media, respectively. Mass Communication is the process of creating shared meaning between the mass media and their audiences (Baran,2011); It is the industrialized production and multiple distribution of messages through technological devices (Turrow,2011); and it is characterized by the transmission of complex messages to large and diverse audience, using technology of communication. On the other hand, Mass Media means technology that is intended to reach a mass audience. It is the primary means of communication used to reach the vast majority of the general public. For me, the change for this terminology is insignificant because the mass-ness of mass communication sets it apart from other forms of communication like mass media which some people
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