Mass Communication

Mass communication studies the production, content, and effects of messages transmitted to large audiences through mass media.

Scope

It covers media effects, agenda-setting and cultivation, media institutions and content, and audiences.

Core questions

• How do mass media affect audiences?
• What issues do media make salient?
• How does heavy media exposure shape worldview?
• How are mass messages produced and received?

Key concepts

• Media effects
• Agenda-setting
• Cultivation
• Gatekeeping
• Mass audience
• Media content

Key theories

Structure and function of communication

Lasswell's model framed mass communication as who says what to whom with what effect.

Agenda-setting

McCombs and Shaw showed media shape which issues audiences consider important.

Cultivation theory

Gerbner argued heavy television viewing cultivates audiences' perceptions of reality.

History

Mass-communication research moved from early effects models (Lasswell) through limited-effects findings to agenda-setting (McCombs & Shaw), cultivation (Gerbner), and framing, now reshaped by digital media.

Debates

How powerful are mass media?

From strong-effects to limited-effects to conditional and long-term effects views.

Key figures

• Harold Lasswell
• Maxwell McCombs
• Donald Shaw
• George Gerbner

Seminal works

• lasswell-1948
• mccombs-shaw-1972
• gerbner-1976

Frequently asked questions

What is agenda-setting?

The theory that the media, by emphasizing certain topics, shape what the public regards as important.