In the Name of Allah, the most Merciful and the Most Beneficent

University of Swat
DEPARTMENT OF PSYCHOLOGICAL STUDIES

MASS COMMUNICATION According to syllabus of BS 1st Semester

Session 2022-2026
Written and composed by Ayas uddin
BS Psychological Studies 1st Semester
Class number: 04
Submitted to Sir Waqas Salim
Dear Sir Waqas Salim,

I hope you are well. I am writing to humbly request your review of this little book that I
have composed. I know that you are a highly respected and experienced teacher,
and your feedback would mean a great deal to me.
I have put a lot of effort into this book, and I would greatly appreciate your thoughts
and suggestions on how I can improve it. I understand that you are a busy person
and have many other responsibilities, but I would be deeply grateful if you could find
the time to review my work.
Thank you in advance for your time and consideration.

Sincerely,
Ayas uddin
CONTENTS
Definition and Significance
• Definition, nature and scope of Mass Communication, significance of
communication and mass communication
History
• History of communication and mass Communication
Types
• Types of communication, levels of mass communication
Functions
• Functions of communication and mass communication
Process of Communication
• Process of communication and mass communication, components
and elements of communication
• Encoding, decoding process and mechanism in communication and
mass communication
Feedback
• Feedback, Forms and types of feedback, flow of feedback, criteria for
effective feedback
Characteristics of Feedback
• Characteristics of feedback and essential of effective communication
• Characteristics of online media
Audience
• Audience and types of audience
Print and Electronic Media
• Print and electronic media audience and characteristics
• Folk and online media audience and characteristics
Barriers of Communication
• Barriers of communication, types and barriers of communication
Communication Models
• Communication models, types of communication models, News
diffusion: The J-curve models, Lasswell model
• Shannon and weaver model, De Fleur model, Osgood and Schamm
Model, Dance's Helical model, The Hub model, Katz and Lazarsfeld's
two-step flow model
Media Mass Communication
• Media of Mass Communication, print, radio, television, online media,
folk media, static media, film etc
Communication Technologies
• Communication technology’s introduction, Satellite, cable TV, teletext,
videotext, fiber-optic, effects of information technologies
Definition, nature and scope of Mass Communication, significance of
communication and mass communication
Mass communication refers to the process of disseminating information and
messages to a large audience through various forms of media, including television,
radio, newspapers, and the internet. It is a way for people to share information and
ideas on a large scale, and can have a significant impact on public opinion and
behavior.
The scope of mass communication includes the study of how messages are created,
produced, and distributed, as well as how they are received and interpreted by
audiences. It also includes the examination of the effects of these messages on
individuals and society.
The significance of communication in general is that it allows people to share
information and ideas, build relationships, and make decisions. Mass
communication, in particular, is significant because it allows for the rapid and
widespread dissemination of information and ideas on a large scale. This can have a
significant impact on public opinion and behavior, and can shape the way people
view and understand the world around them.

History of communication and mass Communication

The history of communication dates back to prehistoric times, when early humans
communicated through gestures and sounds. As civilization developed, forms of
communication such as writing and printing were invented, allowing for the
preservation and dissemination of information on a larger scale.
The origins of mass communication can be traced back to the invention of the
printing press in the 15th century. This allowed for the mass production of books and
other written materials, making them more widely available to the general public.
The invention of the telegraph in the 19th century marked a significant step forward
in the development of mass communication, as it allowed for the rapid transmission
of information over long distances.
The 20th century saw the rise of new forms of mass communication, including radio
and television. These technologies allowed for the broadcast of information and
entertainment to large audiences, and played a significant role in shaping public
opinion and culture. With the advent of the internet and social media, the scope
and reach of mass communication has grown exponentially, allowing for near-
instantaneous global communication and the sharing of information and ideas on a
massive scale.

Types of communication, levels of mass communication

There are several different types of communication, including:
1. Verbal communication: This type of communication involves the use of spoken
words, either face-to-face or over the phone.
2. Nonverbal communication: This type of communication involves the use of body
language, facial expressions, and tone of voice, and can convey emotions and
attitudes.
3. Written communication: This type of communication involves the use of written
words, such as in emails, letters, and text messages.
4. Visual communication: This type of communication involves the use of images,
videos, and other visual media.
5. Interpersonal communication: This type of communication involves
communication between two or more people, and can include verbal,
nonverbal, and written forms of communication.
6. Group communication: This type of communication involves communication
within a group or team setting.
7. Public communication: This type of communication involves communication to a
large audience, such as through speeches or presentations.
8. Mass communication: This type of communication involves the use of media to
disseminate information and messages to a large audience, such as through
television, radio, newspapers, and the internet.

In terms of levels of mass communication, it can be divided into:

1. One-to-one mass communication: This type of mass communication involves a
single sender and a single receiver. An example of this is direct mail advertising.
2. One-to-many mass communication: This type of mass communication involves a
single sender and multiple receivers. An example of this is a television news
broadcast.
3. Many-to-many mass communication: This type of mass communication involves
multiple senders and multiple receivers, and can include social media platforms
like Facebook and Twitter.
It is also important to note that some forms of mass communication can be
considered as two-way communication such as telephone and internet, where the
receiver can also respond to the sender.

Functions of communication and mass communication

The main functions of communication include:
1. Information sharing: Communication allows people to share information and
ideas with one another. This can include sharing knowledge, opinions, and facts.
2. Relationship building: Communication plays a key role in building and
maintaining relationships, both personal and professional.
3. Decision making: Communication is essential for making decisions, both
individually and collectively.
4. Persuasion: Communication can be used to persuade others to adopt a
particular point of view or take a specific action.
5. Entertainment: Communication can also be used for entertainment purposes,
such as through the medium of television, movies, and music

The main functions of mass communication include:

1. News dissemination: Mass communication is used to disseminate news and
information to a large audience.
2. Opinion shaping: Mass communication can be used to shape public opinion and
influence behavior.
3. Education: Mass communication can be used to educate the public on a wide
range of topics.
4. Entertainment: Mass communication can be used to entertain a large audience,
such as through television shows, movies, and music.
5. Socialization: Mass communication can be used to socialize individuals by
providing them with common experiences and shared cultural values.
6. Advertising: Mass communication can be used for commercial purposes, such as
advertising products and services to a large audience.
7. Public relations: Mass communication can be used to shape and maintain the
public image of an individual, organization, or government.
8. Surveillance: Mass communication can be used to monitor public opinion and
behavior, and can be used to influence the way individuals think and act.
9. Cultural transmission: Mass communication is an important medium of cultural
transmission and preservation, it can be used to preserve cultural heritage,
promote cultural diversity and foster cultural identity.

Process of communication and mass communication, components and

elements of communication
The process of communication involves the following steps:
1. Sender: The sender is the person or group who initiates the communication
process.
2. Message: The message is the information or idea that the sender wants to
convey.
3. Encoding: The sender encodes the message into a form that can be understood
by the receiver, such as through the use of language or symbols.
4. Channel: The channel is the means by which the message is transmitted, such as
through speech, writing, or electronic media.
5. Receiver: The receiver is the person or group who receives the message.
6. Decoding: The receiver decodes the message and interprets its meaning.
7. Feedback: The receiver provides feedback to the sender, indicating whether the
message was received and understood.
The process of mass communication is similar to the process of communication, but
with some key differences. The main components and elements of mass
communication include:
1. Sender: The sender in mass communication is often an organization, such as a
television network or newspaper.
2. Message: The message in mass communication is often targeted towards a
specific audience or demographic.
3. Encoding: The sender encodes the message in a form that can be understood
by a large audience, such as through the use of language or symbols that are
widely understood.
4. Channel: The channel in mass communication is often a mass medium, such as
television, radio, or the internet.
5. Receiver: The receiver in mass communication is often a large, diverse audience.
6. Decoding: The receiver decodes the message and interprets its meaning, based
on their own personal experiences and perspectives.
7. Feedback: The feedback in mass communication is often more indirect, such as
through changes in public opinion or shifts in consumer behavior.
It is important to note that the process of communication, regardless of its level or
type, can be affected by several factors such as cultural backgrounds, language,
context, and technological advancements. These factors can also shape the
message and the way it is received by the audience.

Encoding, decoding process and mechanism in communication and mass

communication
Encoding and decoding are the processes that are used to convert a message into
a form that can be understood by the receiver, and then to interpret that message
to extract meaning.
In the encoding process, the sender translates their thoughts and ideas into a form
that can be understood by the receiver. This process involves selecting the
appropriate words, symbols, or images to convey the message, as well as
considering things like tone, style, and context. The sender also needs to think about
the audience and their characteristics, such as language, culture, and background,
to make sure the message is understood.
In the decoding process, the receiver interprets the message and extracts meaning
from it. This process involves understanding the words, symbols, or images used in the
message, as well as considering the tone, style, and context. The receiver also needs
to consider their own background and perspective, as well as the background and
perspective of the sender, to make sure the message is understood correctly.
In mass communication, the encoding and decoding process is more complex. In
the encoding process, the sender needs to take into account the characteristics of
the mass audience and the medium used to disseminate the message. For example,
a television commercial has to be visually appealing and easy to understand, in
order to grab the attention of the audience. Also, the sender has to ensure that the
message is encoded in a way that will be understandable by the diverse audience,
this could be by providing subtitles, voice-over, or narration in different languages.
In the decoding process, the audience members interpret the message based on
their own experiences, perspectives, and cultural backgrounds. This means that the
same message can be understood differently by different people. The mass media
has a role in providing information and shaping public opinion, but the audience
also plays a role in interpreting and making sense of the information they receive.
It is important to note that the encoding and decoding process can be influenced
by several factors, such as culture, language, context, and the medium used. These
factors can also shape the way the message is perceived by the audience.

Feedback, Forms and types of feedback, flow of feedback, criteria for

effective feedback
Feedback is the process of providing information about the effectiveness of a
message, in order to help the sender, improve their communication. Feedback can
be verbal or nonverbal, and can be provided by the receiver or by a third party.
There are several forms of feedback, including:
1. Verbal feedback: This type of feedback involves the use of spoken words, such
as through face-to-face or phone conversation.
2. Nonverbal feedback: This type of feedback involves the use of body language,
facial expressions, and tone of voice, and can convey emotions and attitudes.
3. Written feedback: This type of feedback involves the use of written words, such as
through emails, letters, or text messages.
The flow of feedback can be divided into two types:
1. Upward feedback: This type of feedback flows from subordinates to superiors,
and can be used to provide information about the effectiveness of
communication within an organization.
2. Downward feedback: This type of feedback flows from superiors to subordinates,
and can be used to provide information about the effectiveness of
communication within an organization.
The criteria for effective feedback include:
1. Timeliness: Feedback should be provided in a timely manner, in order to be most
effective.
2. Specificity: Feedback should be specific and targeted, in order to be most
effective.
3. Constructiveness: Feedback should be constructive, rather than critical or
negative, in order to be most effective.
4. Transparency: Feedback should be transparent and honest, in order to be most
effective.
5. Actionability: Feedback should be actionable, providing suggestions for
improvement, in order to be most effective.
6. Privacy: Feedback should be kept private and confidential, in order to be most
effective.
It is important to note that feedback is an ongoing process, and it should be used to
improve communication and build relationships. Also, the effectiveness of feedback
is influenced by the relationship between the sender and the receiver, their cultural
background, and the context of the communication.

Characteristics of feedback and essential of effective communication

The characteristics of feedback include:
1. Immediacy: Feedback should be provided as soon as possible after the
communication has taken place, in order to be most effective.
2. Relevance: Feedback should be relevant to the communication that has taken
place, in order to be most effective.
3. Constructiveness: Feedback should be constructive, rather than critical or
negative, in order to be most effective.
4. Specificity: Feedback should be specific and targeted, in order to be most
effective.
5. Transparency: Feedback should be transparent and honest, in order to be most
effective.
6. Actionability: Feedback should be actionable, providing suggestions for
improvement, in order to be most effective.
7. Privacy: Feedback should be kept private and confidential, in order to be most
effective.
The essential of effective communication include:
1. Clarity: The message should be clear and easy to understand.
2. Brevity: The message should be concise and to the point.
3. Completeness: The message should be complete, providing all the necessary
information.
4. Timeliness: The message should be delivered at the appropriate time.
5. Relevance: The message should be relevant to the audience and the situation.
6. Feedback: Feedback should be encouraged and used to improve
communication.
7. Adaptability: The message should be adapted to the audience, the situation,
and the medium used.
8. Empathy: The message should be delivered with empathy and understanding of
the audience's perspective.
9. Listening: Effective communication requires active listening and understanding
the message of the other party.
10. Cultural sensitivity: Effective communication requires being aware and sensitive
to cultural differences.
It is important to note that effective communication is a dynamic process that
requires both parties to be actively engaged, and it can be influenced by several
factors such as context, culture, and technology. Communication skills can be
improved with practice and feedback.

Audience and types of audience

An audience refers to the group of people who receive or consume a message or
information. The audience can be a specific group of people or a general public.
The audience can be categorized into different types depending on different
factors such as demographics, psychographics, and behavioral characteristics.
1. Demographic audience: This type of audience is categorized based on factors
such as age, gender, income, education, occupation, and location.
2. Psychographic audience: This type of audience is categorized based on factors
such as values, attitudes, interests, and lifestyle.
3. Behavioral audience: This type of audience is categorized based on factors such
as purchasing behavior, media consumption, and brand loyalty.
4. Geographic audience: This type of audience is categorized based on factors
such as location, region, and climate.
5. Functional audience: This type of audience is categorized based on factors such
as job function and professional field.
6. Demanded audience: This type of audience is categorized based on the specific
message or information that is being communicated.
7. Virtual audience: This type of audience is the one that consume information and
messages through the internet and social media platforms.
8. Interpersonal audience: This type of audience is the one that communicate with
the sender face-to-face, through phone calls or video conferencing.
It is important to note that the audience can be a combination of different types
and that the understanding of the audience is crucial for effective communication.
The audience also plays a role in interpreting and making sense of the information
they receive, and their characteristics and behavior can influence the way a
message is received and understood.

Print and electronic media audience and characteristics

Print media audience refers to the group of people who consume information and
messages through print media such as newspapers, magazines, books, and journals.
The characteristics of the print media audience can vary depending on the type of
publication they consume, but some general characteristics include:
1. Literacy: Print media audience is assumed to have a high level of literacy and
are able to read and understand written information.
2. Age: Print media audience tends to be older and more mature compared to
electronic media audience.
3. Income: Print media audience tends to have a higher income and education
level.
4. Geography: Print media audience can be found in both urban and rural areas.
5. Interests: Print media audience tends to have specific interests and preferences
for the type of information they consume.
6. Habits: Print media audience tends to have established reading habits and
routines.
Electronic media audience refers to the group of people who consume information
and messages through electronic media such as television, radio, the internet, and
mobile devices. The characteristics of the electronic media audience can vary
depending on the type of medium they consume, but some general characteristics
include:
1. Age: Electronic media audience tends to be younger and more diverse
compared to print media audience.
2. Income: Electronic media audience can have a wide range of income levels.
3. Geography: Electronic media audience can be found in both urban and rural
areas.
4. Interests: Electronic media audience can have a wide range of interests and
preferences for the type of information they consume.
5. Habits: Electronic media audience tends to have established media
consumption habits and routines.
6. Mobility: Electronic media audience can consume information and messages on
the go.
7. Interactivity: Electronic media audience can interact and participate in the
media content through various means such as commenting, sharing, and voting.
It is important to note that the characteristics of the audience can vary depending
on the type of media and the specific message or information that is being
communicated. Also, the audience can consume information and messages from
both print and electronic media, and the media consumption habits are changing
with the technological advancements.

Folk and online media audience and characteristics

Folk media audience refers to the group of people who consume information and
messages through traditional means of communication such as word of mouth,
storytelling, and community gatherings. The characteristics of the folk media
audience can vary depending on the type of medium they consume, but some
general characteristics include:
1. Community-based: Folk media audience tends to be a part of a specific
community or group of people who share common interests and values.
2. Trust: Folk media audience tends to trust the information and messages that are
shared within the community.
3. Interaction: Folk media audience tends to participate in the communication
process and provide feedback.
4. Cultural preservation: Folk media audience tends to pass on cultural heritage,
customs, and values to future generations.
5. Limited reach: Folk media audience tends to have a limited reach, as the
information and messages are shared within a specific community.
Online media audience refers to the group of people who consume information and
messages through the internet and digital platforms. The characteristics of the online
media audience can vary depending on the type of medium they consume, but
some general characteristics include:
1. Wide reach: Online media audience tends to have a wide reach, as the
information and messages can be accessed globally.
2. Variety: Online media audience has access to a wide variety of information and
messages.

Barriers of communication, types and barriers of communication

Barriers of communication refer to any obstacles or hindrances that prevent the
effective transmission and understanding of a message. There are several types of
barriers to communication, including:
1. Physical barriers: These barriers include things like noise, distance, and physical
separation. They can make it difficult for the sender and receiver to hear or see
each other, or to transmit the message effectively.
2. Semantic barriers: These barriers include things like language, symbols, and
technical terms. They can make it difficult for the receiver to understand the
message, or for the sender to express themselves clearly.
3. Organizational barriers: These barriers include things like policies, procedures,
and structures. They can make it difficult for employees to communicate with
each other effectively, or for the organization to communicate with its
stakeholders.
4. Psychological barriers: These barriers include things like emotions, attitudes, and
perceptions. They can make it difficult for the sender and receiver to
communicate effectively, or for the receiver to understand the message.
5. Cultural barriers: These barriers include things like language, customs, beliefs and
values that can make it difficult for people from different cultures to
communicate effectively.
6. Technological barriers: These barriers include issues with the use of technology
such as lack of knowledge, access, or infrastructure that can make it difficult for
people to communicate effectively.
It is important to note that communication can be hindered by multiple barriers at
the same time, and that effective communication requires identifying and
overcoming these barriers. Also, the barriers can vary depending on the type of
communication and the context of the message.

Communication models, types of communication models, News diffusion: The

J-curve models, Lasswell model
Communication models are theoretical frameworks that help to explain how
communication works. There are several types of communication models, including:
1. Linear model: This model depicts communication as a one-way process in which
the sender sends the message and the receiver receives it. This model is also
known as the transmission model.
2. Interactive model: This model depicts communication as a two-way process in
which the sender and the receiver can both send and receive messages. This
model is also known as the transaction model.
3. Transactional model: This model describes communication as a process of
transactions between individuals or groups, taking into account the context, the
message, the medium, and the feedback.
4. The J-Curve models: This model describes the news diffusion process and how
the information spreads through the population. The J-curve model is based on
the idea that the audience can be divided into three groups: innovators, early
adopters, and late adopters.
5. The Lasswell Model: This model describes the communication process in terms of
who says what, in which channel, to whom, with what effect. The Lasswell model
includes five elements: the sender, the message, the channel, the receiver, and
the effect.
The J-curve model is a way to explain the diffusion of innovation, it describes how
new information spreads through the population, and how different groups of
people adopt it. The model shows that the adoption of new information follows a J-
shaped curve, with a small group of innovators adopting the information first,
followed by early adopters, then the majority of the population, and finally the late
adopters.
The Lasswell Model is a descriptive model of communication that breaks down the
communication process into five key components. The model was developed by
communication theorist Harold Lasswell, and it describes the communication
process in terms of who says what, in which channel, to whom, with what effect. This
model is considered as one of the most basic and general models of
communication, it is widely used in the field of communication studies.
It is important to note that communication models are simplifications of the complex
communication process, and that no one model can fully describe the process.
Different models may be more useful for different types of communication and in
different contexts.
Shannon and weaver model, De Fleur model, Osgood and Schamm Model,
Dance's Helical model, The Hub model, Katz and Lazarsfeld's two-step flow
model
1. Shannon and Weaver Model: This model was developed by Claude Shannon
and Warren Weaver in 1948, it describes communication as a process of
encoding and decoding a message. The model includes five elements: the
sender, the message, the channel, the receiver, and noise. The model is based
on the idea that communication is the transmission of information from one point
to another.

2. De Fleur Model: This model was developed by Melvin DeFleur in 1976, it describes
communication as a process of exchange between a source and an audience.
The model includes five elements: the source, the message, the channel, the
receiver, and the feedback. The model is based on the idea that
communication is a two-way process of exchange.
3. Osgood and Schramm Model: This model was developed by Charles Osgood
and Wilbur Schramm in 1949, it describes communication as a process of
encoding and decoding a message. The model includes three elements: the
sender, the message, and the receiver. The model is based on the idea that
communication is the transmission of meaning from one person to another.
4. Dance's Helical model: This model was developed by Franklin Dance in 1970, it
describes communication as a cyclical process that includes encoding,
transmitting, receiving, and decoding. The model is based on the idea that
communication is a spiral of interaction between sender and receiver.
5. The Hub model: This model describes communication as a process that involves
the creation and dissemination of information in a network of individuals or
groups. The model is based on the idea that communication is a process of
exchange of information and influence among the members of a network.
6. Katz and Lazarsfeld's two-step flow model: This model was developed by Paul
Lazarsfeld and Elihu Katz in 1948, it describes communication as a process in
which the media has a central role in shaping public opinion. The model is based
on the idea that communication flows in two steps: from the media to the
opinion leaders and then to the general public.
It is important to note that all these models are different ways of describing the
communication process and that they all have their own strengths and weaknesses.
Each model highlights different aspects of the communication process and can be
useful in different contexts and for different types of communication.
Media of Mass Communication, print, radio, television, online media, folk
media, static media, film etc
Media of mass communication refers to the various platforms and technologies that
are used to transmit and disseminate information and messages to a large
audience. Some examples of different types of media of mass communication
include:
1. Print media: This includes newspapers, magazines, books, and journals. These
mediums are used to transmit written information and messages.
2. Radio: This medium is used to transmit audio information and messages through
the airwaves.
3. Television: This medium is used to transmit visual and audio information and
messages through the airwaves or cable.
4. Online media: This includes the internet, social media, and mobile apps. These
mediums are used to transmit information and messages through digital
channels.
5. Folk media: This refers to traditional means of communication such as word of
mouth, storytelling, and community gatherings. These mediums are used to
transmit information and messages within specific communities.
6. Static media: This includes billboards, posters, and other forms of visual media
that do not involve motion, sound or interactivity.
7. Film: This medium is used to transmit visual and audio information and messages
through the medium of motion pictures.
8. Outdoor media: This includes billboards, street furniture, transit and other forms of
advertising that are placed outside of traditional media channels.
It is important to note that the medium of mass communication can have a
significant impact on the message, the audience, and the effectiveness of the
communication. Also, new mediums of mass communication are emerging
constantly, and the audience can consume information and messages from
multiple mediums at the same time.

Communication technology’s introduction, Satellite, cable TV, teletext,

videotext, fiber-optic, effects of information technologies
Communication technologies refer to the various tools and equipment that are used
to transmit and disseminate information and messages. Some examples of different
types of communication technologies include:
1. Satellite: This technology uses satellites in orbit around the Earth to transmit and
receive information and messages. It is commonly used for television and radio
broadcasting, as well as data transmission and internet connectivity.
2. Cable TV: This technology uses a network of cables to transmit television signals to
homes and businesses. It also allows for the transmission of high-speed internet
and telephone services.
3. Teletext: This technology allows for the transmission of text-based information,
such as news and weather, through television signals. It can also be used to
transmit other types of data such as stock prices and sports scores.
4. Videotext: This technology allows for the transmission of text and graphics
through television signals. It can be used for interactive services such as shopping
and banking.
5. Fiber-optic: This technology uses light to transmit information through glass or
plastic fibers. It allows for high-speed data transmission and internet connectivity.
6. Mobile communication technology: This technology allows for wireless
communication through devices such as smartphones, tablets, and laptops. It
enables people to communicate and access information anytime, anywhere.
The effects of information technologies on communication are numerous and
varied. They have enabled faster and more efficient communication, as well as
greater access to information and new forms of communication. They also have led
to the creation of new forms of media and the ability to reach larger and more
diverse audiences. However, the effects of information technology can also include
the spread of misinformation, the erosion of privacy, and the creation of digital
divides between those who have access to these technologies and those who do
not. It is important to be aware of these effects and to use these technologies
responsibly.

Characteristics of online media

Online media refers to the various platforms and technologies that are used to
transmit and disseminate information and messages through the internet. Some of
the characteristics of online media include:
1. Interactivity: Online media allows for two-way communication and interaction
between the sender and receiver, through comments, feedback, and other
forms of participation.
2. Hypertext: Online media allows for the use of hypertext links, which enable users
to navigate easily between different pieces of information and content.
3. Multimedia: Online media allows for the use of various forms of media such as
text, images, audio, and video.
4. Personalization: Online media allows for the tailoring of content to individual users
based on their preferences and behavior.
5. Timeliness: Online media allows for the rapid dissemination of information and
breaking news.
6. Global reach: Online media allows for the transmission of information and
messages to a global audience.
7. Searchability: Online media allows for the search and retrieval of information
through search engines and other tools.
8. Mobility: Online media allows for the consumption of information and messages
on the go, through mobile devices such as smartphones and tablets.
9. Socialization: Online media allows for the creation and maintenance of social
connections and communities through social media platforms.
10. Low-cost: Online media allows for the dissemination of information at a low cost,
and it allows for the creation of new forms of media and communication that
can be produced and consumed by anyone.
It is important to note that online media is constantly evolving, and new forms and
features are emerging constantly. Also, the characteristics of online media can vary
depending on the specific platform or technology, and the audience can consume
information and messages from multiple online mediums at the same time.