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:
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.
