Distinctive Characteristics Of Mass Communication (3)
These are exceptions, though
These are exceptions, though. Most mass communication is tied to the daily and immediate; it is temporary and forgettablea characteristic not only of radio and television but also of newspapers, even though they are less ephemeral than electronic media. Most of the communication on the Internet is focused on the here and now as well. But what the videocassette recorder did for
Cheap MBT Shoes television, the Internet has done for the audio, video, and print it carries. It has made it possible for you to retrieve what you want when you want it. Capturing content on a VCR requires programming it. Capturing content on the Internet requires skill with computers, which seems similar to programming a VCR. (With a VCR and a television, though, you have to know the show is coming and capture the "ephemeral" moment as it happens.) The Internet is in some respects a gigantic archive. Through it you can retrieve even decade-old print news, for example.
Mass media messages are transmitted rapidly. Most audience members received traditional media content at approximately the same time, as illustrated by television. Television critics agree on at least one thing: that the best television is live coverage of sports events, such as the World Series and the Super Bowl, and of breaking news stories, such as the student demonstrations and subsequent military response in Beijing's Tiananmen Square in 1989 or the highly rated 24-hour-long coverage by ABC and CNN of the dawning of the new millennium across the globe. No other form of communication reaches so many people so quickly, and it is a given of newspapers, radio, and television that nothing is staler than yesterday's news. By contrast, materials that are audio- or video-streamed and then housed on Internet Web pages can be accessed at the convenience of the user.
Because nearly everyone has access to them, the messages of mass communication are public; they are addressed to everyone, and they are created to be intelligible and acceptable to all. Newspapers are written in ordinary language, with words chosen for their commonality and familiarity. Television and radio producers censor themselves to avoid giving offense to anyone. (Obviously, they do not always succeed!)
Once again, there are exceptions. Some media are specialized (sometimes called segmented or minority media). In contrast to TV Guide, People, and the Reader's Digest, some magazines aim at smaller, well-defined audiences: Ebony at African Americans; Guns and Ammo at hunters and gun enthusiasts; Electronic Media at those interested in radio and television programming. Similarly, although there are radio news networks that blanket the country, there are also Spanish-language stations and stations aimed just at those who love Top 40 or jazz or classical music. Note, however, that all of us have access to these varied outlets, and because of their public nature, even such specialized media must take some care to avoid giving offense.
The pornography battle illustrates this problem: groups object to pornography precisely because all of us, including children, may be exposed to it. This issue is complicated and difficult, but it is the public character of
MBT Shoes On Sale pornography that arouses the most serious objections.
In summary, then, the messages of traditional mass communication are transient, transmitted rapidly, and public.
by: FIRELEAVES
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