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9: Mass Communication and Social Media

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    Littlejohn and Foss define mass communication as “the process whereby media organizations produce and transmit messages to large public and the process by which those messages are sought, used, understood, and influenced by the audience” (333). McQuail states that mass communication is, “only one of the processes of communication operating at the society-wide level, readily identified by its institutional characteristics” (7). Simply put, mass communication is the public transfer of messages through media or technology-driven channels to a large number of recipients from an entity, usually involving some type of cost or fee (advertising) for the user. In this chapter, we will define mass communication and discuss mass media, social media, globalization, and the ethics required.  Images throughout this chapter are licensed by Pexels


    • Littlejohn, Stephen W., and Karen A. Foss. Theories of Human Communication. 10th ed. Long Grove, Ill.: Waveland, 2011. Print.
    • McQuail, Denis. (1994). Mass Communication: An Introduction (2nd). Newbury Park, CA: Sage. Print.

    9: Mass Communication and Social Media is shared under a CC BY-NC-SA license and was authored, remixed, and/or curated by Lisa Coleman, Thomas King, & William Turner.