Communicates message to large, heterogeneous, and anonymous audiences
Communicates the same message to mass audiences simultaneously, sometimes in public, other times in private
Embodies messages that are usually impersonal and transitory
Multisensory, stimulating the audience's sight and hearing in concert, forming a complex synergism that can significantly enhance communication
A formal, authoritative channel of communication, where the communicator's ability to control visual and aural stimuli contributes to its power in informing and entertaining
Instrumental in behavior and attitude modification – attitude formation, change, conservation, and canalization
Confers status upon issues, persons, organizations, or social movements