Mass Communications in the Digital Age

What is Mass Communication?

Mass Communication is the communication to a large group or groups of people that remain largely unknown to the sender of the message.

Basic Theories of Mass Communication

• One of the earliest communication theorists was the philosopher Aristotle, who in 300 BCE called the study of communication "rhetoric" and spoke of three elements within the process: the speaker, subject, and person addressed.
• In 1949,scientists Claude E. Shannon and Warren Weaver formulated an influential model of communication: The Shannon and Weaver mathematical theory of communication. This model consisted of five main elements:

                                      *Information Source
                                      *Transmitter
                                      *Channel
                                      *Receiver
                                      *Destination

• In 1954, Wilbur Schramm developed a simplified communications model. In the Schramm model, commmunication requires three main elements:1). a source, who encodes 2). a message, or signal, which is transmitted (via the media or directly via interpersonal communication) to 3). a destination, where the receiver decodes it.

Basic Components & Functions of  the Mass Communication Process

*The functions of mass communication in society were relatively well understood  and thoroughly researched. Studies by Harold D. Laswell, Charles Wright, and others suggest that these functions have tended to fall largely into four broad categories.

• Surveillance
• Correlation
• Cultural Transmission
• Entertainment

Benefits and Problems of Digitization

Benefits of Digitization

• Content is available 24 hrs a day
• Available to a worldwide audience
• Surveillance such as (cookies)*

*A cookie is information that a website puts on a user's local hard drive so that it an recognize when that computer accesses the website again.

Problems of Digitization

• Loss of one-on-one interaction
• Easily allows rumors and hatred to be spread rapidly
• It has the ability to make people dumber faster

What is Digitization?

Digitization is the process in which media is made into computer-readable form.

Digital Information (Digital Media) versus Functional Media:

*Digital media allows various ways to communicate.
     {Example}: via email, online forums, and other interactive media.

->This method of communication is easier, quicker, and allows individuals to create the content  themselves and reach larger audiences.<-

*Functional media not only allows limited ways to communicate, but limited axcess as well.
      {Example}: the daily newspaper, morning, evening, and nightly news.

->This method of communication is the more traditional approoach.<-

What is Convergence?

Convergence is known broadly as the coming together of computing, telecommunications, and media in a digital environment.

Three Main Types of Convergence:

• Technological convergence
• Economic convergence
• Cultural convergence

***Their implications for communications are the content of communication; the audience and communications organizations; the structure of communications organizations; how communications professionals do their work; and the global audience.***

However, the convergence of mass media, computer networks, and telecommunications is changing the role of mass communications because they are altering the ultimate role through the use of technological advancements.  Technology has converged economics, culture, network interaction, and communication, together as one. Thus, this world can now be seen as a global media.

What is ethics?

Ethics is a system of moral principles( rules of conduct).
               Examples: Medical ethics, Christian ethics, etc.