Mass media refers to large-scale organizations that use one or more means of communication, such as print, radio, or television, to reach a large audience. The sociology of mass media examines the institutions, products, and audiences of broadcast, print, and online media. Some key characteristics of mass media from a sociological perspective include:
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One-way communication: Mass communication is by definition a one-way process, where very few people can communicate to a great number, and the audience has no effective way of answering back.
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Power and influence: Mass media dominate the mental life of modern societies and have the power to shape culture, promote products, and influence attitudes and moods.
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Bureaucratic and corporate nature: Media organizations are bureaucratic and corporate in nature, except in societies where all media are state-controlled.
Sociologists have debated the role and influence of mass media, and three main perspectives exist: the limited-effects theory, the class-dominant theory, and the culturalist theory. Mass media is a permanent part of modern culture, and its impact is significant and far-reaching.
