COMMUNICATION

VIS A VIS
MASS COMMUNICATION
 MASS
COMMUNICATION
ACCORDING TO MCQUAIL (1969, 2)

Mass communication

-comprise the institutions and techniques by which

specialized groups employ technological devices (press,
radio, films, etc.) to disseminate symbolic content to
large, heterogeneous, and widely dispersed audiences.

-it has two features: technological devices, magnitude

and scope of its audiences
EDSA II: MEDIATED INTERPERSONAL
OR MASS COMMUNICATION?
This example illustrates that sometimes mediated
interpersonal communication resembles mass
communication in its ability to reach large number of
people.

Difference related to 3 elements:

1.) Source of the message

2.) Process of transmittal
3.) The way feedback is generated and sent
For instance, your friend Sandy is the president
of a broad coalition of advocates for good
governance. He has been relentlessly engaging in
various sectors of society to expose corruption
in the government. He comes to your house to
tell you that plans of massing up at the EDSA
shrine are now in place , and many like-minded
organizations are supporting this move. He visits
to your house so you can have a face to face
communication; this is interpersonal
communication.
Suppose he is unable to drop be your house
and, instead sends you a ext message, this is
mediated interpersonal conversation. Since he
is a leader of an organization, his associates find
it appropriate to record in video camera a
short spiel where he makes an appeal to his
friends from all over the city to come and join
the rally at EDSA. The video message lands in
your email. This is fine example of a mediated
organizational communication.
However, it his highly possible that your friend
Sandy is invited to a talk show, so he can inform
the public of his call to a rally at the EDSA
shrine. Here is where you encounter his appeal
that is persuasive enough to get you and your
friends to pick up your bags and head to the
EDSA shrine.
MEDIATED INTERPERSONAL
Message
Sandy talks his friends and
colleagues in a meeting, over
coffee sends emails and text
messages informing them of
the planned mass action at
the EDSA shrine.
VS. MASS COMMUNICATION
Sandy’s organization, the Kongreso
ng mga Mamamayang Pilipino or
Kompil, is interviewed as part of
the featured in the primetime
news. Sandy and his colleagues
turn up at a late night talk show
and at the end of his 15-minute
spiel, he gives a persuasive call to
action. Flashed on the screen are
the email addresses and the
telephone number of the
organizers of the mass action
Source
Sandy himself, as the leader of The television programs
organization

Encoding
Sandy composing the message The format of the news
himself program and the talk show that
is able to accommodate the
message of Sandy as a
concerned citizen and leader of
political organization

Channel
Phone, Cellphone, Email Broadcast network
Receiver
Dozens of individuals The millions of people who are
tuned in to the television programs

Decoding
The dozen of individual who Members of the audience who
receive Sandy’s emails, are tuned into the show
phone calls, and text
messages

Feedback
The returned phone calls, The number of people who
emails and text messages sent turned up and expressed support
back to Sandy for Sandy’s call
Noise Interference
Could be glitches in the internet
connection, the hums in the
telephone lines, or too many
text messages being sent
Words or ideas that
memebers of the audience
cannot grasp or language they
cannot understand
Mass Communication
-the imparting or exchanging of information on large scale to wide
range of people.

-comprise the institutions and techniques by which specialized

groups employ technological devices (press, radio, films, etc.) to
disseminate symbolic content to large, heterogeneous, and widely
dispersed audiences.

-it has two features: technological devices, magnitude and scope of

its audiences

-involve huge, mostly powerful and extensive organization