Characteristics of Mass Communication

Characteristics of Mass Communication
According to McQuail mass communication is a communication
takes place at the broader community level. At this level communication is done
using mass media. The main features of mass communication are:

1. The source is a formal organization and the sender is professional;
2. The message is diverse and predictable;
3. Processes are processed and standardized;
4. Messages as products that have a selling value and symbolic meaning;
5. The relationship between communicant and communicator takes place in one direction;
6. Be impersonal, non moral and calculative.
   Mass communication according to Wright, is a special type of communication
   social involving the nature of the audience, the nature of the form of communication and the nature
   communicator.
   
   a. Nature Audience
   Mass communication is shown towards a wide audience, heterogeneous and anonymous.
   The notion is:
7. A wide audience is if the communicator is not direct
   interacting with the audience at certain periods during communication
   do.
8. Heterogeneous or various positions, age, gender, education and more.
9. Anonymity, individually unknown or unknown by
   communicator
   b. The nature of the form of communication
   Characteristics of mass communication: general, fast and cursory. Social consequences
   which need to be considered is as a tool of social control. On the other hand, because
   its emphasis on timely, then the delivery of information is
   superficiality (not deep), and sensationalism.
   c. The nature of the communicator
   Mass communication is an organized communication. Communicator
   in the mass media working through a complex organization with
   an extensive division of labor, and a certain cost.