The characteristics of mass communication have been described by many definitions. Mass communication is indirect via technical mass media, which can be subdivided into print and electronical media. However, a close look at the communication process reveals, that indirect mass communication often results in direct communication between individuals of the mass audience. Compared to the enormous amount of information that is sent towards the audience, the information flow via the back-channel towards the communicator is very small, e.g. letters to the editor compared to the information in a newpaper issue. Interactivity, to tie customers, to increase envolvement of the target audience, has become more important.
Mass communication is targeted at a disperse audience.
With reference to the dimensions of time and space this means that the audience is not present when the message is created. Recently this development has become obvious by the increasing number of specialist magazines and specialist TV- and radio programmes. Currently a trend towards an integration of mass media can be observed. TV-programmes are branded with leading print titles, and are targeted at the same audience. The process of mass communication is visualized by the following diagramm.