COMUNICAÇÃO DE MASSA: o que é, como surgiu e exemplos

Hello, dear person! Would you like to talk a little about mass communication? Are you studying hard?

Want to learn more about communication theories? I know. That's why I decided to create a very special series of videos here on the channel.

I've already made a basic introduction to communication theories that you can watch on the card link or on the link I'll leave in the description below. And now I'm going to explain every bit of them, even though it takes me a long time, because folks, there's a lot to talk about and to try to make a simpler didactic sequence, I'm going to start by explaining what this mass communication thing is. .

And no, it is not a theory, so to speak. It's more of a concept, which is basic and you need to understand. Mass communication is a term that began to be used in the late 1930s .

To be more specific, it was Herbert Blumer who used the word mass within the context of communication in 1939. Of course, there were other scholars talking about this concept, mainly in philosophy and psychology, but Herbert was one of the main theorists of the so-called Chicago School, which was the founder of theoretical communication studies at the beginning of the 20th century. Blumer wrote a study on social sciences and used mass to define a type of formation of society that we know very well, even without knowing it.

Which is the process that happens when a person or a group of people or an organization communicates with many people. And this concept was very well accepted. If you look up pasta in the dictionary today, you will find many different meanings.

And what interests us in this case is the figurative meaning that represents a crowd or group of people. So that's exactly it. It is a type of communication that reaches many people at once.

And pay attention to what I'm going to say here now. Watch! Communication theories serve to study mass communication models.

So, you will hardly find an author who specializes in mass communication. But if you still want a recommendation to learn more, you can read the book Theories of Mass Communication, by Denis McQuail. Now do you know when mass communication emerged?

Look, despite being a very recent concept in communication studies, that doesn't mean it hasn't existed. . .

forever! The first step, of course, was the invention of writing, which appeared in the years 3500 BC. But it took a long time for people to learn to read and write.

In fact, I already told the story of communication in another video that I'm sure you'll like. I'll leave the link in the description too. Finally, with the information recorded there in writing, it was easy to spread news and updates.

You may have seen it in films that take place during the Middle Ages. . .

there are always those people who call everyone to a square or a public place to read a statement from the King, I don't know, you know? They get up on a stage, stretch out the parchment and start reading the message. They were the song writers who used to recite or even sing the news.

And the songs were very easy for everyone to understand at that time, because they had very little study and very little knowledge about anything. But mass communication changed completely and grew absurdly with the invention of the printing press. It was there in the 15th century, more specifically around the year 1440, Johannes Gutenberg created a machine to produce books and pamphlets on a large scale.

Before, everything was done by hand. It took too long. So, being able to print information in large quantities was one of the most extraordinary things that has ever happened in the history of communication.

It was at the same time that the press began to take its first steps in the world. I'm going to make a video about the history of the press too. Then look at the description if I haven't already done so.

This is how mass communication emerged, as we know it today. and that keeps changing all the time, with so much new technology. Now I will explain better how this mass communication works.

Denis himself, from the book I mentioned, shows how the mass communication process happens. It is worth mentioning that this concept only gained strength during the Second World War and that is why it has a negative bias to this day. And it's no wonder, because something that is done the same for everyone, without considering differences and everything else, rarely works.

But let's go. You need to understand that mass communication always happens with five characteristics. The first is large-scale distribution and reception.

Remembering that the message is sent to many, many people at the same time. It also has a unidirectional flow, because there is no direct exchange of ideas, there is no conversation. Information leaves a mass media in only one direction.

There's not much interaction, you know? Mass communication is also impersonal and anonymous. As you do not direct the message to a specific person, it is impersonal and is anonymous most of the time, because you cannot know exactly who are the people receiving your message.

There is also a calculating market relationship, because it is often used to sell something, as advertising does, or to influence people to act in some way or to think about something. Can it be educational or just for entertainment? He can.

But even if the public receives the message just for fun, there will always be an advertisement hidden in the middle. You know how it is. So, there is always a market relationship and everything is done based on market research, marketing and communication strategies to ensure the greatest possible impact.

Therefore, mass communication is also calculating, because it is never done without interest behind it, a well-defined objective and works with standardized content. This word that Denis used is very beautiful, right? But standardized is the same thing as standardized.

This means that, as the content is designed to reach a large audience, it needs to be done in a way that can be understood by many different people. In other words, the message is always simplified. That's why you will never see elaborate language or very technical concepts in mass communication.

And to close, let's look at examples of mass communication. Some you already know very well, but others may surprise you. But one thing is important to highlight here.

Before, you understood that mass communication is a process and it only happens within the mass media. So', the examples are always from the media. And did you know that the book could be one of them?

You can imagine because I just told you that it was the possibility of printing many books in a short time that changed everything. But there is a very famous case, which was this book here, Les Miserables, by Victor Hugo. It was first published in 1862 and tells the story of the political and social turmoil in 19th century France.

Obviously its reach was not instantaneous. If you compare it to the mass communication we have today. But it was one of the first books to reach a large number of people.

This is because it was made right at the time when more people were learning to read and also because it talks a lot about social inequality, poverty and the penal system in a way that is as simple as anyone can understand. Anyway, I got excited here. I really like this book and if you haven't read it yet, just read it.

And other examples of mass communication are much more obvious, like the press, for example; which are newspapers, magazines and other news media. Other well-known examples are radio and television. And I think that after everything I explained here, you already know why.

There is also the cinema, even though it is the means of communication for entertainment nowadays, we go there to have fun, it already played a very strong role during wars, for example. And it also has a very present educational function, especially with documentaries about relevant subjects that society needs to know about. And another medium that revolutionized everything in mass communication was, of course, the internet.

Now we can send messages to people all over the world, without much effort. The number of people that the book Les Miserables managed to reach in years, the internet allows, in a few hours or even seconds. Now you have a few seconds to decide to continue studying communication theories here, with me.

And the first one I'm going to explain to you is the Hypodermic Needle theory, Hypodermic Theory. Leave a like on this video, subscribe to the channel and access my playlist of theories on the next screen or the link in the description to learn even more. Thank you very much for watching this far.

A kiss and see you in the next video.