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ERIC ED340049: Communication Problems in a Mass Society: Mass Audience, Mass Communication and Development.

This paper examines the problem of how to reconcile the practical realities of the nature of the mass audience with the demands of personal and social development, particularly in Africa and other Third World Countries, where the demands of modernization have confronted traditional norms and values. After defining and clarifying key concepts such as development, communication, mass communication, mass society, mass audience, and types of audience participation, the paper explores the relationship between the mass media and the mass audience, and discusses the effects of the media in terms of c…