After reading the Article of Steven H. Chaffee and Miriam J. Metzger entitled “The End of Mass Communication?” Two Decades ago, So many questions come to my mind so many opinions, reactions, thoughts, ideas, and even why? Like why some people wants to replace the word mass to media? And they want to call it.
Before I gave my reaction on that question, first lets know what Mass Communication means, Based on Steven H. Chaffee and Miriam J. Metzger Mass Communication is different things to different people, for some the core concept lies in the first word mass. That is the mass-ness of mass communication sets it apart from other forms of communication in humans history in that allows the communicator to reach a much larger and more geographically dispersed audience that ever before. And for some mass communication is oxymoron. These people tend to focus on the second word communication. Because traditionally definition of communication are based on the idea of exchange. And for Baran,2011 mass communication is the process of creating shared meaning between the mass media and their audiences. And for Turrow,2011 mass communication is the industrialized production and multiple distribution of messages through technological devices. And mass communication is characterized by the transmission of complex messages to large and …show more content…
Television, radio and film one-way broadcast media ushered in the mass-communication age, leaving behind what had been society’s mainstay personal, face-to-face communications for what might have been forever. But history has a way of repeating itself, and we are once again entering a new age of personal
Before I gave my reaction on that question, first lets know what Mass Communication means, Based on Steven H. Chaffee and Miriam J. Metzger Mass Communication is different things to different people, for some the core concept lies in the first word mass. That is the mass-ness of mass communication sets it apart from other forms of communication in humans history in that allows the communicator to reach a much larger and more geographically dispersed audience that ever before. And for some mass communication is oxymoron. These people tend to focus on the second word communication. Because traditionally definition of communication are based on the idea of exchange. And for Baran,2011 mass communication is the process of creating shared meaning between the mass media and their audiences. And for Turrow,2011 mass communication is the industrialized production and multiple distribution of messages through technological devices. And mass communication is characterized by the transmission of complex messages to large and …show more content…
Television, radio and film one-way broadcast media ushered in the mass-communication age, leaving behind what had been society’s mainstay personal, face-to-face communications for what might have been forever. But history has a way of repeating itself, and we are once again entering a new age of personal