on sales as a measure of business success, public perception is just as important to the organizations bottom line. Advertising is the paid, impersonal, one-way marketing of persuasive information from a sponsor. "Living with television: The dynamics of the cultivation process". Outward Flow The flow of message in mass communication is outward, not inward. Technology and External Communications, while traditional print methods of communications are still common, modern technology has changed the face of external communications, and the Internet has become a valued resource in reaching new customers. Journal of Communication, 24, 43-51 Postman, Neil. While internal communications are specifically for employees and management, external communications focus on spreading news and information about the corporation to the public, customers, and company stakeholders. Heterogeneous Audience Mass Communication is not only composed of a large number of audiences but also aims to heterogeneous audience. This is surprising because the exercise of social power, the mediation of social relations, the reproduction of society and culture, and the organisation of social experience are significant in sociology and media studies. The sociological study of communication is an attempt to answer the simple question of who says what, in which channel, to whom and with what effect?
The External Mass Communication of an Organization
Think back to the Boston Marathon Bombing. To show causation, mass communication researchers must isolate the variable they are studying, show that it occurs before the observed effect, and that it is the only variable that could cause the observed effect. Theory of Planned Behavior/ Reasoned Action45. The receivers of message of mass communication may stay any place of the country and even any place of the world. This implies that the audience of mass communication are mostly made up of different cultures, behavior and belief systems. How did you hear about it?