Mass Media

Keena Mettenburg

12 May 2021


Mass media refers to media technologies used to disseminate information to a wide audience.The key function of mass media is to communicate various messages through television, movies, advertising, radio, the internet, magazines, and newspapers.

Companies run an endless marathon to reach success with the help of mass media.Brands use either traditional or digital media to connect with their target audience and build brand awareness.Entrepreneurs consider various platforms to convey a company’s image and create a good reputation.With mass media, brands can effectively promote their goods and services, reach broader audiences, boost brand engagement, and increase sales volume.

Mass media in written, spoken, or broadcast forms has a significant impact on the masses.Commercials on TV, billboards, and social media platforms allow brands to build brand awareness.Companies search for the most effective ways to convey their message when it comes to branding, including sites, social media channels, blogs, and forums.When they find the right type of mass media channel for their businesses, they can communicate their ideas and conduct branding campaigns.

Over the years, the impact of mass communication has increased drastically because of the improvements made.Hence, it’s crucial to know the main characteristics of mass media, and they are as follows:

  • It can appeal to a wide target audience;
  • It communicates a public message;
  • There’s a distance between a source of information and people who obtain it;
  • It can be transmitted through various channels, such as TV, the internet, radio, and newspapers;
  • It has a heterogeneous audience;
  • News or information communicated through TV, radio, and print media can’t receive feedback.

There are around 4.66 billion active internet users worldwide in 2021, which means that the world is dependent on digital media.Today, brands promote their goods and services through sites, YouTube, podcasts, and more.Besides, companies often implement Instagram marketing and Facebook advertising to pitch their products.

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