Five characteristics of mass communication have been identified by Cambridge University’s John Thompson:
• "Comprises both technical and institutional methods of production and distribution" This is evident throughout the history of the media, from print to the Internet, each suitable for commercial utility. Involves the "commodification of symbolic forms", as the production of materials relies on its ability to manufacture and sell large quantities of the work. Just as radio stations rely on its time sold to advertisements, newspapers rely for the same reasons on its space. "Separate contexts between the production and reception of information" Its "reach to those 'far removed' in time and space, in comparison to the producers". "Information distribution" - a "one to many" form of communication, whereby products are mass-produced and disseminated to a great quantity of audiences
Mass vs. mainstream
"Mass media" is sometimes used as a synonym for "mainstream media", which is distinguished from alternative media by the content and point of view. Alternative media are also "mass media" outlets in the sense of using technology capable of reaching many people, even if the audience is often smaller than the mainstream. In common usage, the term "mass" denotes not that a given number of individuals receives the products, but rather that the products are available in principle to a plurality of recipients.
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