One of the biggest manifestations of communications, today, is Mass Communication or the Media.
In today's fast paced modern world, the media has gained immense importance and has developed by leaps and bounds. This, has, in turn brought about far reaching effects on the society and the structure of communication in general. For instance, the media has played vital roles in catering to the information needs of society, and in turn has helped motivate public opinions, raise a unified voice against atrocities of the government, or other social causes.
Denis McQuail says, "An aggregate of individuals united by a common focus of interest, engaging in identical form of behaviour and open to activation towards common ends; yet the individuals involved are unknown to each other, noly have a restricted amount of interaction, do not orient their actions to each other and are only loosely organised or lacking in organisation. The composition of the audience is continually shifting; it has no leadership or feelings."
Denis McQuail propounded the Uses and Gratification Theory, wherein he spoke about the uses of the mass communication and he laid stress on the mann