Definition on Communication Theories Terms

Tags: Mass media, Direct marketing, Advertising



Based on website nwlink, 2010, communication is the exchange and flow of information and ideas from one person to another; it involves a sender transmitting an idea, information, or feeling to a receiver (U.S. Army, 1983)

Communication also can be defined as a message transmission from a source to a receiver and it will occurs when a source sends a message via a medium to the receiver producing some effect (Baran, 2002)

As stated in Baran (2002, p. 4), Harold Lasswell (1948) said that “a convenient way to describe communication is to answer these questions: •Who?
Says what?
In which channel?
To whom?
With what effect?”


As stated in Severin and Tankard, Jr. (2001, p. 4) “mass communication could be defined by three characteristics: 1.It is directed toward relatively large, heterogeneous, and anonymous audiences. 2.Messages are transmitted publicly, are often timed to reach most audience members simultaneously, and are transient in character. 3.The communicator tends to be or operate within a complex organization that may involve great expense” (Wright, 1959, p. 15)


Mass media can be defined as a thought of a source of the news and entertainment. They carry messages of persuasion. Thought it is often overlooked, mass media is how mass messages bind people into communities and also into the nations. It is pervasive in modern life. Through mass media, people can learn almost everything they knew about the world beyond their immediate environs. If it works well, people will be informed and involved citizenry is possible in modern democracy. The mass media is needed so that people can express their ideas widely. Without mass media, the expression would be limited. Powerful forces will use mass media to influence people with their ideologies and also for their commercial purposes. The media are the main tools for propagandists, advertisers and other...
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