Traditional mass communication model

The essentials

In the traditional model of mass communication, a few transmitters (newspapers, radio stations, TV channels, film studios) send messages to many receivers (the mass audience). It is a one-to-many model. Producing and distributing content needs large organisations, heavy investment and complex infrastructure such as printing presses, transmitters, studios and distribution networks.

Key points

• Few senders, many receivers: only those who own or control media can publish to the masses.
• Gatekeepers: editors and producers decide what is published or broadcast and what is left out. This process is called gatekeeping.
• Large organisations: media houses employ many professionals such as reporters, editors, technicians and managers.
• High costs and licences limit who can enter the field.
• Delayed and limited feedback: letters to the editor or phone-in programmes are among the few ways audiences respond.
• Audience is large, scattered and anonymous, and mostly a receiver rather than a producer.
• Fixed schedules: programmes are broadcast at set times; newspapers are printed once or twice a day.
• Professional standards and editorial checks can improve accuracy and accountability.

Exam tips

Remember the key phrase "few transmitters, many receivers". Be ready to explain gatekeeping with an example of an editor choosing stories.

Common mistakes

The traditional model is not "useless". Its editorial checks help accuracy; its weakness is limited access and one-way flow.