Learning Unit 7: Mass Communication for Organizations
Theme 1: Mass Communication Theory
What is Mass communication?
‘When a source, typically an organization, employs a technology as a medium to communicate
with a large audience’ (Baran & Davis, 2012: 6). Example: The SABC, the organization (source),
employs broadcasting techniques (the technology) to reach the South African public (large
audience) through television (medium) to give us news (mass communication).
5 key points about mass communication:
1. The audiences are large, hence the term ‘mass’
2. The audiences are undifferentiated, because it is difficult to know the audience exactly
3. Messages must be reproduced
4. Messages are distributed and delivered rapidly
5. The cost is relatively low to the consumer.
Differences between mass communication and interpersonal communication:
Mass communication messages are sent from the source to the receivers by means of
intermediary channels such as radio, TV, newspaper, Twitter and Facebook.
Feedback also must be sent through an intermediary channel
The source is not always accessible to the receiver
Traditional mass communication is virtually one-way communication since feedback is
difficult to obtain and is usually limited and delayed.
Characteristics of print and electronic media: Media such as newspapers, magazines and TV
share the following characteristics:
1. They can overcome barriers of time and space: This means the media enables people
around the world to share experiences. News of global events is quickly conveyed and
as a result is that great distances are no longer such a barrier. This is also similar in
smartphones, because any major event/situation can record and share eye-witness
accounts of these events.
2. The message that they send are subject to gatekeeping: “Gatekeeping” refers to the
control of messages through selection and editing of information. Organizations that
produce messages can decide what the messages should contain and how they should
be packaged as the final product for the audience to see. Gatekeeping will be done
according to the organization’s perceptions of its audience’s needs, as well as the policy
here the message comes from.
Theme 1: Mass Communication Theory
What is Mass communication?
‘When a source, typically an organization, employs a technology as a medium to communicate
with a large audience’ (Baran & Davis, 2012: 6). Example: The SABC, the organization (source),
employs broadcasting techniques (the technology) to reach the South African public (large
audience) through television (medium) to give us news (mass communication).
5 key points about mass communication:
1. The audiences are large, hence the term ‘mass’
2. The audiences are undifferentiated, because it is difficult to know the audience exactly
3. Messages must be reproduced
4. Messages are distributed and delivered rapidly
5. The cost is relatively low to the consumer.
Differences between mass communication and interpersonal communication:
Mass communication messages are sent from the source to the receivers by means of
intermediary channels such as radio, TV, newspaper, Twitter and Facebook.
Feedback also must be sent through an intermediary channel
The source is not always accessible to the receiver
Traditional mass communication is virtually one-way communication since feedback is
difficult to obtain and is usually limited and delayed.
Characteristics of print and electronic media: Media such as newspapers, magazines and TV
share the following characteristics:
1. They can overcome barriers of time and space: This means the media enables people
around the world to share experiences. News of global events is quickly conveyed and
as a result is that great distances are no longer such a barrier. This is also similar in
smartphones, because any major event/situation can record and share eye-witness
accounts of these events.
2. The message that they send are subject to gatekeeping: “Gatekeeping” refers to the
control of messages through selection and editing of information. Organizations that
produce messages can decide what the messages should contain and how they should
be packaged as the final product for the audience to see. Gatekeeping will be done
according to the organization’s perceptions of its audience’s needs, as well as the policy
here the message comes from.
