Coming of the 'Powerful' Mass Media

A very simple definition of the now very loaded term "MASS"has a very simple explanation given in the Dictionary - a great body of people or nation.It is extremely easy to identify the characteristics of the "MASS".
1)heterogenous
2)unknown to one another
3) separated from one another and cannot exchange their experiences
4)no leadership in the MASS, a loose organization

This term has also led to the growth of a negative connotation- mass frenzy, mass fury, mass culture. Communication as a process is generally held to involve transfer of information from one person to another Communication is higher and easier among a people who have a set of common beliefs. A process which involves a degree of encoding and decoding-to acieve its ends - a common set of codes.

The concerns of Communication are centred on
1) Sources and receivers
2)Functions and purposes
3) Channels, languages, codes
4)Content,references, types of information
5) Consequences of information

Mass Media onstitutions are located in the public sphere.
Rise of Media

Print Media
1)movable type
2)multiple copies
3)commodity
4)multiple secular content
5) individual in use
6) publication freedom

Film
1) invention of leisure
2) propaganda role
3)message with entertainment
4)documentary
5)ideological

Radio
1) very large output
2) breaks literacy barrier
3) national and international character
4) public broadcasting
5) community radios, FMs

Television
1) audio-visual
2) shared viewing
3) public character
4) initially scope for regulation but now the 'Open skies' you can't build walls to stop air waves and signals
5) very diverse content for equally diverse viewers -'l-c-d' content
6) one way medium creates passive viewers
7) mediated reality

And now entertainment through the Internet treads both the 'MASS' and the 'Individual' pattern.

Interactive, personal use and more an individuated pattern in use. Hence an alteration of the traditional definition of Mass!The users are unknown so to that extent the receiver is unknown!