The Reconsideration of Conventional Views of Mass Communication Process

The Superiority of Mass Audience

Abstract

A new aspect of the mass communication process is proposed stressing on the superiority of mass audience to mass media.
The fundamental concepts ‘interactivity’ and ‘autonomy’, the former being based on H. M. Enzensberger's media theory, the latter on ‘Cultural Studies’ and ‘Reader-Oriented Criticism’ are applied to support the superiority assumed by the author.
As result of this ‘gedankenexperiment’, the author exemplifies a new aspect of ‘the contemporary mass audience’.