Characteristics
Five characteristics of mass communication have been identified by sociologist John Thompson of Cambridge University:
- “[C]omprises both technical and institutional methods of production and distribution” – This is evident throughout the history of mass media, from print to the Internet, each suitable for commercial utility
- Involves the “commodification of symbolic forms” – as the production of materials relies on its ability to manufacture and sell large quantities of the work; as radio stations rely on their time sold to advertisements, so too newspapers rely on their space for the same reasons.# ISO CERTIFICATION IN INDIA
- “[S]eparate contexts between the production and reception of information”
- Its “reach to those ‘far removed’ in time and space, in comparison to the producers”
- “[I]nformation distribution” – a “one to many” form of communication, whereby products are mass-produced and disseminated to a great quantity of audiences
Mass vs. mainstream and alternative
The term “mass media” is sometimes erroneously used as a synonym for “mainstream media“. Mainstream media are distinguished from alternative media by their content and point of view. Alternative media are also “mass media” outlets in the sense that they use technology capable of reaching many people, even if the audience is often smaller than the mainstream.# ISO CERTIFICATION IN INDIA
In common usage, the term “mass” denotes not that a given number of individuals receives the products, but rather that the products are available in principle to a plurality of recipients.# ISO CERTIFICATION IN INDIA
Forms of mass media
Broadcast
The sequencing of content in a broadcast is called a schedule. With all technological endeavours a number of technical terms and slang have developed.
Radio and television programs are distributed over frequency bands which are highly regulated in the United States. Such regulation includes determination of the width of the bands, range, licensing, types of receivers and transmitters used, and acceptable content.# ISO CERTIFICATION IN INDIA
Cable television programs are often broadcast simultaneously with radio and television programs, but have a more limited audience. By coding signals and requiring a cable converter box at individual recipients’ locations, cable also enables subscription-based channels and pay-per-view services.# ISO CERTIFICATION IN INDIA
A broadcasting organisation may broadcast several programs simultaneously, through several channels (frequencies), for example BBC One and Two. On the other hand, two or more organisations may share a channel and each use it during a fixed part of the day, such as the Cartoon Network/Adult Swim. Digital radio and digital television may also transmit multiplexed programming, with several channels compressed into one ensemble.# ISO CERTIFICATION IN INDIA
When broadcasting is done via the Internet the term webcasting is often used. In 2004, a new phenomenon occurred when a number of technologies combined to produce podcasting. Podcasting is an asynchronous broadcast/narrowcast medium. Adam Curry and his associates, the Podshow, are principal proponents of podcasting.# ISO CERTIFICATION IN INDIA
