Mass Communication Theories

Mass Communication Theories Book Description Mass communication refers to the organized or institutionalized form of communication. Although mass access provided through different intermediaries that dominate every era has evolved into different forms over time, the motivations for their use generally show similarities. Mass media refers to the tools used to convey information, ideas and opinions to a large number of people. In addition to conveying information and news, these tools serve as entertainment, education, advertising and promotion channels. Mass media, which initially appeared to be the most important function of providing information, have come to offer different functions due to changing mediators and technological conditions. It has served and serves as an educational tool for the individual to learn the rules within society, an entertainment tool with its ever-changing content, a competitive advantage for marketing goods or services, and a propaganda device for ideological transfer and dissemination of culture. These tools carry out the transfer to the target, with the structure of sending the message to different segments of society at the same time. Mass media, which appeal to different groups of society in a way that aims to call them, have the feature of bringing together people who are not spatially connected to each other with the same content. Communication is mostly one-way and the target audience's response to the message is indirect. Research on mass media began in the first half of the 20th century; Studies have been carried out until today within the framework of the tools and social structure that dominated the period. This book deals with mass communication research from the perspective of the communication discipline. Information is given regarding the factors that enabled the emergence of mass media historically; Models and theoretical efforts in communication are discussed from two paradigms. Research conducted within the framework of liberal and critical approaches and theories put forward are conveyed in as understandable a language as possible and with current examples. (From the Promotional Bulletin)