Mass communication is a concept that is exactly as it sounds. It involves the transmitting and exchanging of information to large groups of people. Communication that reaches the masses has changed drastically over the last twenty years with the rise of a myriad of digital communications channels that didn’t exist before. Widespread communication continues to change and it is important for every professional, not just those who work in the communications industry, to understand it.
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The Basics
This form of communication has been heavily present in human societies for decades and has only become stronger and more prevalent the more interconnected people have become. Professionals who use and study this type of communication are primarily interested in how it affects the behavior, emotion, or opinions of groups of people. This can be for the purposes of marketing or research studies into human behavior. While widespread communication is usually understood to be information that comes from a single source and goes out to large groups of people, that is no longer entirely true because the concept also includes the circulation of that information between recipients through digital channels.
Common Fields
Mass communication is practiced in a number of different careers. Journalism is probably the one most people will think of when introduced to this phenomenon as a concept. The core of the journalism field revolves around providing information to the masses via written and broadcasted content. Advertising is another field that involves communication to the masses. Advertising professionals work to promote a product or service to potential customers. This can involve online ads, television spots and other forms of distributing information to large numbers of people. The job of public relations professionals is to control and maintain the image of their employer. According to the Bureau of Labor Statistics, they frequently do this by holding press conferences, releasing press releases, and distributing other material that is intended for mass consumption.
Traditional Methods
Traditional methods of communication intended for the masses include things like radio, billboards, broadcast television, newspapers and magazines. Most companies and media groups still use these avenues of communication in addition to newer ones for a couple of reasons. For one, some segments of the population still consume media primarily through these sources. Secondly, they have their unique advantages. Billboards, for example, are highly effective at advertising or communicating something relevant to a specific geographical area. Used with newer, Internet-based methods, traditional avenues of widespread communication can help complete a comprehensive marketing strategy.
New Methods
Most new methods of widespread communication are the result of the Internet, but smartphones and texting are heavily involved as well. For example, many groups now use text messages to disseminate information quickly to large groups of people. This can be used for the purposes of emergency weather alerts or informing customers about an upcoming sale. Social media is another recent form of widespread communication that has had massive effects on the way people and organizations originate and spread information. Other examples include podcasts, webinars, online videos, livestreams, and other forms of digital communication intended to reach a mass audience.
It is important for everyone to understand how communication is used to reach masses of people at once. This can be for the purpose of better product marketing, informing the public and entertainment value. Mass communication will only grow in importance as globalization marches on.