Summary
Summary Learning Unit 7: Mass Communication for Organizations
- Institution
- University Of South Africa (Unisa)
A summary and guide on Mass Communication for Organizations
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
Content preview
Learning Unit 7: Mass Communication for OrganizationsTheme 1: Mass Communication Theory
What is Mass communication?
‘When a source, typically an organization, employs a technology as a medium to communicate
with a large audience’ (Baran & Davis, 2012: 6). Example: The SABC, the organization (source),
employs broadcasting techniques (the technology) to reach the South African public (large
audience) through television (medium) to give us news (mass communication).
5 key points about mass communication:
1. The audiences are large, hence the term ‘mass’
2. The audiences are undifferentiated, because it is difficult to know the audience exactly
3. Messages must be reproduced
4. Messages are distributed and delivered rapidly
5. The cost is relatively low to the consumer.
Differences between mass communication and interpersonal communication:
Mass communication messages are sent from the source to the receivers by means of
intermediary channels such as radio, TV, newspaper, Twitter and Facebook.
Feedback also must be sent through an intermediary channel
The source is not always accessible to the receiver
Traditional mass communication is virtually one-way communication since feedback is
difficult to obtain and is usually limited and delayed.
Characteristics of print and electronic media: Media such as newspapers, magazines and TV
share the following characteristics:
1. They can overcome barriers of time and space: This means the media enables people
around the world to share experiences. News of global events is quickly conveyed and
as a result is that great distances are no longer such a barrier. This is also similar in
smartphones, because any major event/situation can record and share eye-witness
accounts of these events.
2. The message that they send are subject to gatekeeping: “Gatekeeping” refers to the
control of messages through selection and editing of information. Organizations that
produce messages can decide what the messages should contain and how they should
be packaged as the final product for the audience to see. Gatekeeping will be done
according to the organization’s perceptions of its audience’s needs, as well as the policy
here the message comes from.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through EFT, credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying this summary from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller luthandozulu. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy this summary for R153,00. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
72042 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy summaries for 14 years now
