Abstract
Mass media together comprise a new social institution, concerned with the production and distribution of knowledge in the widest sense of the word, and have a number of salient characteristics, including: the use of relatively advanced technology for the (mass) production and dissemination of messages; the systematic organization and social regulation of this work; the direction of messages at potentially large audiences who are unknown to the sender and free to attend or not. The mass media institution is essentially open, operating in the public sphere to provide regular channels of communication for ‘messages’ of a kind determined by what is culturally and technically possible, socially permitted and in demand by a large enough number of individuals.
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