Revisiting 'mass communication' and the 'work' of the audience in the new media environment.

In this article, the author discusses the mass communication and the roles of audience in the media environment. The author states that the approach to mass communication can be expressed in a strong conceptualization of the idea of the mass, wherein the mass refers to the senders and receivers of information. He says that the communication dynamics which were shown in Web 2.0 applications including YouTube, Facebook, MySpace, and Twitter highlights an approach to mass communication.