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Nature of Mass Communication

•       From the above model of mass communication, it is easy to identify the following features of mass communication.
•       1. Mass communication experience is public one. It means that anybody can be a part of this communication process at any time without much effort or permission.
•       2. It is a mediated communication act. Nature of the media involved in the process defines the mediation in mass communication.
•       For example, television can transmit a  news instantly as it is a fast medium, newspaper takes to bring the same news report to the public because of its limitations. This is how nature of the media defines the mediation process in mass communication.
•       3. Mass communication is filtered communication. This filtering processing is called gate keeping. For example, a news report in a newspaper or on a television channel filtered or controlled at different level by reporter, sub editor, news editor, editor.
•       4. It is the most complicated form of communication as it involves complex technology like satellites digital networks, management structure, marketing chain etc.
•       5. Mass communication can alter the way the society thinks about events and attitudes.
•       6. Mass communication is most often remains as one-way communication. As receivers, how many of us write letters to editor (sender)? A very few. But, in interpersonal communication, senders and receivers are in active conversation sending feedback to each other.
•       7. Unlike other communicators, mass communicators can’t see their audience. KaranTapar or Pranoy  Roy, the leading television personalities in India know that their programmes are watched by millions of Indians.
  • 8. But, they can’t see how people respond or react while watching their presentations. That’s why they can’t change the style of presentation or mode of communication instantly as we do in interpersonal or group communication

 Scope and Purpose of Communication Models
•       A model is a miniature, a highly selective visual representation of any reality.
•       In that sense, communication model means graphical/visual representation of communication process using various elements involved.
•       The best example is the above described graphic that visulanalizes various elements and processes in the communication as envisaged by Joseph A Devito.
Purpose of Communication Models
•       A graphic representation of any reality helps us visualize the relationships among various elements of a structure, system or process; an object, event or act.
•        Mc Quil and Windhal say that a model is a consciously simplified description in graphic form of a piece of reality.
•       No single model can be expected to present a holistic picture of reality.
•       Communication models help us to visualise, analyse and discuss various complex processes and issues that would be otherwise difficult to explain.
Functions of models
•       Organizing function: Models help us by ordering and relating systems to each other by providing with images of whole that might not otherwise perceived Explaining function: Models help us study communication by providing simplified version which would otherwise be complex yet another function of communication is heuristic in nature. It means that in the study of communication, models guide researchers to the key points of the process or system Thus communication models help
•       To assign probabilities to formulate hypothesis in research
•       To predict outcomes
•       To describe the structure of a phenomenon

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