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Elements & Process of Mass Communication

This document discusses the key elements and process of mass communication. It identifies the five basic elements as the sender, message, channel/media, receiver/audience, and feedback. It then provides more details on each element, including that senders are often teams who create messages, that messages are produced for wide public dissemination, and that audiences are large, diverse, anonymous groups separated by distance. The mass communication process involves message production by senders, transmission via mass media channels, reception by passive audiences, and delayed feedback back to senders.

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Lavanya Aggarwal
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173 views9 pages

Elements & Process of Mass Communication

This document discusses the key elements and process of mass communication. It identifies the five basic elements as the sender, message, channel/media, receiver/audience, and feedback. It then provides more details on each element, including that senders are often teams who create messages, that messages are produced for wide public dissemination, and that audiences are large, diverse, anonymous groups separated by distance. The mass communication process involves message production by senders, transmission via mass media channels, reception by passive audiences, and delayed feedback back to senders.

Uploaded by

Lavanya Aggarwal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Elements & Process

of
Mass Communication
Elements of Mass communication
 Elements of mass communication are necessary ingredients for
exhibiting a proper mass communication process
 There are 5 basic elements of mass communication:
1. Sender
2. Message
3. Channel/mass media
4. Receiver/audience
5. Feedback
Mass communication sender
 Senders are often a team (professionals) who create the message
↓
collect information
↓
selection/filtering
↓
planning/drafting
↓
editing/designing
↓
final message
Mass communication message
 Messages are bulk produced in media organizations

 Intended for the public


 3 stages of message production – information collection, encoding &
final presentation

 Broadly 2 categories of media message:


1. Information based – Instantly produced & delivered. Eg. News
article, weather, sports reports, etc.
2. Knowledge & entertainment based – Production takes time,
doesn’t necessarily require instant delivery. Eg. Opinion articles, books,
films, comics, games, lifestyle reports, ads, etc.
Mass media
 Collectively refers to the channels used for disseminating message. Eg.
Print media, electronic media, films

 Tangible & technical channels

 Functions as media houses/groups. Eg. Times group, Viacom, Disney, etc.

 Mass media has the power to reach the audience instantly

 Wilbur Schramm termed mass media as ‘magic multiplier’

 Continuous chain of message supply through mass media


Mass communication audience
 Signifies the ‘mass’ in mass communication

 Characteristic features of mass audience:

1. Large – Extremely huge, infinite


2. Heterogenous – Different categories
3. Anonymous – Identities not known
4. Widely separated – Huge physical distance between audience
5. Loosely organized – Lack strong bond/link between audience
6. Passive – Dull & inactive
Mass communication feedback

 Usually suppressed and delayed


 Eg. Letters to the editor, opinion, comments, answers, etc. through
letters, emails, SMS, phone calls, etc.
 Reasons for delayed feedback – multiple senders, large audience,
sender-receiver gap, quick & continuous supply of message
Mass Communication Process
 Mass communication process takes place with the help of the mass
communication elements

 Message production takes place in media organizations

 Senders are professional media persons


 Comparatively the senders play active roles while the audience
(receivers) play passive roles
SENDER

Suppling Feedback Conceiving Message


Step VI Step I

Interpreting Message Encoding Message


Step V Step II

Decoding Message Selecting Medium


Step IV Step III

RECEIVER

Fig: Cyclic representation of mass communication process

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