Abstract
There are already many studies of media and content of mass communication, but the effect of its content remains to be carefully studied. In accordance with the classification adopted by messrs. Berelson and Merton the content of mass communications may be divided into emotional and rational components. This article points out that rational content alone is not sufficient to achieve the desired effects because it can not be understood by mass audiences. The role of personal communication in bridging interrupted communication channels and the image of the transmitter of opinion in its relationship to the structure of the group sponsoring the opinion are discussed. Transmitters of opinion are classified into three types according to their degree of leadership and the functions performed by each of them in the community are then touched upon. This leads to a consideration of the structure of mass communication and points out the danger that the content of communication will be further distored by personal prejudices and propagandistic intentions.
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