2-1 Mass Communication Reference Guide Template.docx -...

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Communication Channels Reference GuideMass MediaMass communication is when messages are sent to many people through print or electronic media (Primer on Communications, p. 4). Examples of mass communication include print media like newspapers or magazines, social media like Facebook, radio or books, podcasts, websites, blogs, or television. Mass communication usually requires extra steps to convey a message, can be formal or informal, and new media technologies are creating ways for immediate feedback to be received, like comments or likes on Facebook. Chapter 1 of A Primer on Communication Studies(n.d.) mentions that mass communication messages have the "power for one voice or a series of voices to reach and affect many people" (p. 5)Using a mass media channel allows for a communicator, like a utility company, to broadcast messages regarding their product or service to mass audiences. For example, my electricity company needs to communicate to its customers when there are power outages taking place in a specific area to warn customers of down power lines after a storm. Various channels they use to communicate such messages would be social media like Facebook or Instagram pages, radio broadcasts, or a television news channel. Using multiple communication channels for a utility company to relay important information to customers can help reach a larger audience with consistent and accurate information. When a business or corporation can use this technique for mass communication, the company appears more reliable and competent, increasing customer satisfaction. As stated in Communication Channels by the authors Flatley and Arduser (2014), "To help ensure successful communication, the sender needs to select the channel appropriate for the context," which leads to an increase in productivity and positive social effects.Common Types1.Social Media: An interactive channel used to communicate with large audiences for personal or business needs.a.Facebook – followers can see written posts or advertisements, like the post, or commenton the post and engage with othersb.Twitter – a microblogging service that users send and read short messagesc.Instagram – a social app that allows users to share videos or photos of their lives with filters and captions2.Magazines: Print Media that contains various messages, stories, advertisements, etc. for the public to read.

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