If the term mass may be misleading in certain respects, the term communication may be as well, since the kinds of communication generally involved in mass communication are quite different from those involved in ordinary conversation. In the communication exchanges which take place in face-to-face interaction, the flow of communication is generally two-way: one person speaks, another Plies, and so on.
In other words, the communicative exchanges of face-face interaction are fundamentally dialogical. With most form of mass communication, by contrast, the flow of communication is overwhelmingly one-way. Messages are produced by one set of individuals and transmitted to others who are typically situated in settings that are spatially and temporally remote from the original context of participants in a structured process of symbolic transmission. Hence I shall generally speak of the transmission or diffusion of media messages rather than of communication as such. Yet even in the structured circumstances of communication, recipients do have some capacity to intervene in and contribute to the course and content of the communicative process. They can, for instance, write letters to the editor, phone television companies and express their views, or simply refuse to purchase or receive the products concerned. Hence, while the communicative process is fundamentally asymmetrical, it is not entirely monological or one-way
There is a further reason why the term mass communication may seem somewhat inappropriate today. We generally associate this term with certain kinds of media transmission-for example, with the diffusion of mass-circulation newspapers, whit radio and television broadcasting, and so no. yet today we seem to be witnessing changes of a fundamental kind in the nature of mediated communication.
The shift from analog to digital systems of information codification, combined with the development of new systems of transmission (including high-powered satellites and high-capacity cables), are creating a new technical scenario in which information and communication can be handled in more flexible ways.[…][I]f the term mass communication is misleading as a description of the more traditional form of media transmission, then it seems particularly ill-suited to the new kind of information and communication network which are becoming increasingly common today.
If the term mass may be misleading in certain respects, the term communication may be as well, since the kinds of communication generally involved in mass communication are quite different from those involved in ordinary conversation. In the communication exchanges which take place in face-to-face interaction, the flow of communication is generally two-way: one person speaks, another Plies, and so on.
In other words, the communicative exchanges of face-face interaction are fundamentally dialogical. With most form of mass communication, by contrast, the flow of communication is overwhelmingly one-way. Messages are produced by one set of individuals and transmitted to others who are typically situated in settings that are spatially and temporally remote from the original context of participants in a structured process of symbolic transmission. Hence I shall generally speak of the transmission or diffusion of media messages rather than of communication as such. Yet even in the structured circumstances of communication, recipients do have some capacity to intervene in and contribute to the course and content of the communicative process. They can, for instance, write letters to the editor, phone television companies and express their views, or simply refuse to purchase or receive the products concerned. Hence, while the communicative process is fundamentally asymmetrical, it is not entirely monological or one-way
There is a further reason why the term mass communication may seem somewhat inappropriate today. We generally associate this term with certain kinds of media transmission-for example, with the diffusion of mass-circulation newspapers, whit radio and television broadcasting, and so no. yet today we seem to be witnessing changes of a fundamental kind in the nature of mediated communication.
The shift from analog to digital systems of information codification, combined with the development of new systems of transmission (including high-powered satellites and high-capacity cables), are creating a new technical scenario in which information and communication can be handled in more flexible ways.[…][I]f the term mass communication is misleading as a description of the more traditional form of media transmission, then it seems particularly ill-suited to the new kind of information and communication network which are becoming increasingly common today.
การแปล กรุณารอสักครู่..
![](//thimg.ilovetranslation.com/pic/loading_3.gif?v=b9814dd30c1d7c59_8619)