Distinctive Characteristics of Mass Communication (3)

e are exceptions, though. Most mass communication isintelligible and acceptable to all. Newspapers are
tied to the daily and immediate; it is temporary andwritten in ordinary language, with words chosen for
forgettable—a characteristic not only of radiotheir commonality and familiarity. Television and radio
and television but also of newspapers, even thoughproducers censor themselves to avoid giving offense
they are less ephemeral than electronic media. Most ofto anyone. (Obviously, they do not always succeed!)
the communication on the Internet is focused on theOnce again, there are exceptions. Some media are
here and now as well. But what the videocassettespecialized (sometimes called segmented or minority
recorder did for Cheap MBT Shoes television, themedia). In contrast to TV Guide, People, and the
Internet has done for the audio, video, and print itReader's Digest, some magazines aim at smaller,
carries. It has made it possible for you to retrieve whatwell-defined audiences: Ebony at African Americans;
you want when you want it. Capturing content on aGuns and Ammo at hunters and gun enthusiasts;
VCR requires programming it. Capturing content on theElectronic Media at those interested in radio and
Internet requires skill with computers, which seemstelevision programming. Similarly, although there are
similar to programming a VCR. (With a VCR and aradio news networks that blanket the country, there
television, though, you have to know the show isare also Spanish-language stations and stations aimed
coming and capture the "ephemeral" moment as itjust at those who love Top 40 or jazz or classical
happens.) The Internet is in some respects a giganticmusic. Note, however, that all of us have access to
archive. Through it you can retrieve even decade-oldthese varied outlets, and because of their public nature,
print news, for example.even such specialized media must take some care to
Mass media messages are transmitted rapidly. Mostavoid giving offense.
audience members received traditional media contentThe pornography battle illustrates this problem: groups
at approximately the same time, as illustrated byobject to pornography precisely because all of us,
television. Television critics agree on at least one thing:including children, may be exposed to it. This issue is
that the best television is live coverage of sportscomplicated and difficult, but it is the public character of
events, such as the World Series and the Super Bowl,MBT Shoes On Sale pornography that arouses the
and of breaking news stories, such as the studentmost serious objections.
demonstrations and subsequent military response inIn summary, then, the messages of traditional mass
Beijing's Tiananmen Square in 1989 or the highly ratedcommunication are transient, transmitted rapidly, and
24-hour-long coverage by ABC and CNN of thepublic.
dawning of the new millennium across the globe. NoReport this article
other form of communication reaches so many peopleThis article is free for republishing
so quickly, and it is a given of newspapers, radio, andSource:
television that nothing is staler than yesterday's news.Republish this article
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