What is Mass Media: Types, Functions, Examples

Characteristics of mass media
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.

It’s essential not only to know these features but also to be aware of mass media types,

Types of mass media
Books, newspapers, radio, social media platforms, booklets, and streaming services are various forms of mass media. However, we distinguish four main types of mass media.

• Print media. It can range from billboards to coupons and is one of the easiest and oldest ways to reach the masses. Originally, print media referred to newspapers, which were the primary sources of information. Further, this type of media expanded to journals, books, and magazines.
• Outdoor media. Ambient marketing is an excellent example of modern outdoor media. Brands use unusual locations and items to promote their products. Let’s take Folgers, for instance. This brand of coffee used manhole covers to promote coffee in a unique and eye-catching way. Therefore, places like bus stops, public transport, and buildings can serve creative companies as places for promotion.
• Broadcasting media. With the help of an electronic broadcasting medium, audio and video content is distributed to a dispersed audience. Television, radio, video, and games appeal to heterogeneous audiences, people who differ in age, background, views, goals, and interests.
• Digital media. 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.