What is Mass Communication?

Mass Communication refers to the process or means of disseminating or transmitting

information, views, or messages to a large, anonymous, and scattered heterogeneous masses of
receivers who may be far removed from the message sources through the use of sophisticated
equipment. In other words, communication is the sending of message through a mass medium
to a large number of people. Mass Communication represents the creation and sending of a
homogeneous message to a large heterogeneous audience through the media. Baran (2002)
defines mass communication as the process of creating shared meaning between the mass media
and their audience. Also, Bittner (1989) defines mass communication as messages communicated
through a mass medium to a large number of people. One needs to underscore the underlying
fact that what is common in every definition of mass communication anywhere in the world is
that it is communicated through a mass medium. In other words, for any message to be regarded
as being mass communicated, it must be disseminated through a mass medium like Radio,
Television, Newspaper and Magazine. (Sambe 2005) submits that mass communication can be
defined as a device by which a group of people working together transmits information to a large
heterogeneous and anonymous audience simultaneously. It is a process by which information
originates from the source to the receiver, having been thoroughly filtered and transmitted
through a channel. Therefore, mass communication is the process of disseminating, sharing,
passing or transmitting of information, messages, views opinion etc from a source to a large,
anonymous, heterogeneous and scattered audience simultaneously through the use of
technological devices of the mass media such as radio, television, internet, newspapers,
magazines etc with the possibility of delayed feedback. The foremost feature of mass
communication is that it has large number of audience. No other communication gets as many
receivers as it gets. Heterogeneous Audience Mass Communication is not only composed of a
large number of audiences but also aims to heterogeneous audience. The heterogeneity here
means that the audience may belong to different races, groups, section, cultures etc. Scattered
Audience: the audiences of Mass Communication are not organized in a certain area rather they
are highly scattered in different geographical areas. The receivers of message of mass
communication may stay anywhere in the world
Features of Mass Communication
1. Nature of Audience
By nature, mass communication audience has some peculiar features. They are:
a) Large scattered audience: Mass communication messages are directed to a very large
audience who are scattered all over the world. The audiences run in thousands, millions
and billions depending on the nature or ability of the media organization.
b) Heterogeneous audience: The heterogeneity here means that the audience may belong
to different races, groups, section, cultures etc. This means that mass communication
messages cannot be segregated. It cannot be directed towards certain people without others
hearing it. Every human being, irrespective of age, creed, sex, wealth and affluence get the
messages at the same time
c) Anonymous audience: The audience of mass communication messages are not known. He
who receives the messages is not known to the sender. It is assumed that messages in mass
communication are sent to nobody, everybody and somebody.
d) Simultaneous: This means that mass media messages gets to the audience at the same
time or instantly. Everybody gets the message at different location across the globe at the
same time

e) Mass Media: This refers to the use of technological devices such as radio, television etc
to disseminate message to a large scattered audience.

2. The Communication Experience/Technological Based:

Mass communication process is enhanced or made possible by the use of technological
devices e.g radio, television etc. The idea here is that mass communication messages are
rapid, public and transient. It is public in that the content is for public good; it is not directed
to only selected few but the general public and that the messages are sent for the
consumption of every member of the public. Mass communication messages by nature are
rapid because the messages get to audience almost immediately. With the aid of new
communication technologies, it takes seconds to pass across the globe.

3. Nature of Communicator/Sender:
In mass communication, the sender is not an individual but an organization made up of
individuals who work as a team. The media is managed by media organisations and run by
experts. It is important to point out that news casters or reporters are not the sender of the news
presented but a representative of the organization which is the actual sender. That is why after
the news presentation, end credit is given to various persons who contributed in making the
programme or news a success.

Characteristics of Mass Communication

1. Limited Sensory: this is limited to audio-visual in the process of information dissemination. You
can only be able to hear or see the communicator of the message through radio or television. In
other words, mass communication only enables one to use his or her sense of sight and hearing
since one can only see the visual picture and hear the voice of the speaker on the broadcast
station. This is unlike in a face- to- face communication where the audience can shake hands or
hug the person and as such, have no limitation to the sensory channels.
2. Impersonality: participant in mass communication are usually unknown to each other. The
messages are impersonal. The sender does not have any personal relationship with the receiver.
3. Transient in Nature/Permanency: mass communication messages are fast moving, always in
motion and requiring great attention to be arrested and consumed. Once transmitted and
missed, it can’t be reversed immediately in the case of radio and television, but there is
permanency with the print media; newspaper and magazine where it can be read and re-read
after some time.
4. Portability and Mobility: Portability has to do with the fact that messages of mass
communication are handy and that the medium through which the messages are passing could
be carried from one place to another. Mobility refers to the ease with which a medium can be
moved from one place to another e.g radio set.
5. Universality: the messages are universal

FUNCTIONS OF MASS COMMUNICATION

The literature of mass communication across the globe lists the classical functions to be: news
and information; analysis and interpretation; education, persuasion and public relations;
advertising/sales and entertainment. Therefore, the major functions of mass communication are:
surveillance of the environment, correlation of the parts of society in responding to the
environment, transmission of socio-cultural heritage from one generation to the next and
entertainment.
a. Surveillance of the Environment: this refers to the activities of collection and distribution of
information about events in the environment, both within and outside a particular society. The
surveillance function or role of the media presupposes that the media are the eyes and ears of
the public. The media provides information and alert their heterogeneous audiences of the
changes that take place around them The media helps maintain social order by providing
instructions on what has to be done in times of crisis, thereby reducing confusion among the
masses. Example: in times of insurrections and uprising, natural disasters, war, health scares,
etc., it is the role of the media to create awareness by providing information on what is happening
and of ways in which the disaster can be faced.
b. Correlation of parts of Society: this refers to the process of going beyond mere gathering and
distribution of information and interpretation of what is given out as news about the
environment. People’s attitudes towards political issues, events, public policy, etc. are influenced
to an extent by how the media frames and presents the issue in their discussions and
presentations. For instance, ‘‘news behind the news’’ such as going beyond facts to situate the
events. This is also called news analysis or news commentary which of course, could
accommodate some form of propaganda.
c. Transmission of Socio-cultural Heritage: this involves communicating the knowledge, values
and social norm of a given society from one generation or group to another. This is what is often
regarded as the educational function of any medium of mass communication such as radio or
television. For instance, children’s television programmes are designed to showcase good
behaviours and moral standards which children can learn by watching example; Tales by
Moonlight a children television programme on NTA network service.
d. Entertainment Function: It relates to relaxation. It is meant to ease tension from much labour.
The function of entertainment in mass communication is not meant for punishment but for
leisure and relaxation. This is simply why families can sit comfortably in their various homes
viewing comedies; sports and cartoons for children.
e. Mobilization: Mass communication functions to mobilize people during times of crisis.
Consider the case of Boko Haram bombings in the NorthEast Nigeria. Regardless of your
association to the incident, Nigerians felt the attack as a nation and people followed the news as
they were unfolding until government brought the situation under control. With instant access
to media and information, we can collectively witness the same events taking place in real time
somewhere else, as such, mobilizing a large population of people around a particular event.
f. Persuasion: Mass communication messages are designed to induce or persuade people to
bring a change in their beliefs system; opinions, attitudes and thinking on a number of issues like
buy a particular product or idea, voting, religious convictions, dowry culture etc. In addition,
business enterprises design various advertisements to persuade potential customers to consume
such products as advertised in the mass media whether print or electronic media.
g. Integration: mass communication serves the purpose of binding influence. Here, the media of
mass communication binds people from different cultural backgrounds, age, religion, races,
ethnicity, language barrier etc, are bound together to interact on a daily basis. People are bonded
together due to the influence of mass media messages. The foregoing postulations of
communication functions provide a general framework upon which each medium can be
assessed.

MASS MEDIA
According to Schramm (1964) a mass medium is essentially a working group organized around
some device for circulating the same message, at about same time, to a large number of people.
Here, it can be deduced that there is a well-organized system behind each mass medium for
information dissemination. Orewere (2006) posits that mass media refers to those technical
channels of communication through which messages are designed, produced and disseminated
to a large number of people, widely dispersed over geographical space. It therefore means that
mass media are technical devices through which mass communication takes place. It can further
be explained that mass media are those devices for moving messages across distance or time to
accomplish mass communication.

Types of Mass Media

Mass media can be categorized under the following:
a. Print Media: this comprises of newspapers, magazines, books, pamphlet, direct mail, circulars,
billboards, etc and any technical devices that carries a message to the masses by appealing to
their sense of sight.
b. Electronic Media: this consist of radio and audio recordings that appeal to the sense of sound,
television, motion pictures, satellite and video recordings which appeal to both sound and sight.
c. Narrowcast Media: Film/Cinema, and cable television
d. New Media: it implies the use of desktop and portable computers as well as wireless and
handheld devices used as digital means of producing, transmitting and receiving messages.

Newspapers: Newspapers are periodically published documents that carry current

information about the society. Earlier newspapers were not daily publications as we see now.
They were published weekly or bi-weekly. This was due to the absence of adequate technology
and news gathering system. By the early 19th century, power press was invented. This led to fast
printing. Invention of telegraph and tele printer also helped us gather news from remote places.
This all facilitated the introduction of daily newspapers. Unlike other mass media, newspapers
influence people in a many significant ways. A newspaper article or news is valued more than
television or radio programmes. And, newspaper content is considered more credible and
accurate.
Characteristics of Newspapers

1. Primarily newspapers are print media even though digital age offers online
newspapers and e-newspapers. That is why it has all the features that any print
medium has.
2. Predominance of news-oriented content: There are three types of content in
newspapers: news, views and advertisements. Of these news overshadows the others
because newspapers are primarily meant for the dissemination of news.
3. Regular periodicity: Newspapers may be published daily or weekly. Periodicity may
vary but, regularity should be kept. Every newspaper keeps a particular regularity in
publication.
4. Future reference facility: Being a print medium, newspapers can be kept for future
use. This archiving ability makes newspapers one of the main sources of historical
research.
5. Low cost: Compared to other media, newspaper is a cost effective medium. Anybody
can afford a newspaper as it needs no hidden charges or other accessories.

Types of Newspapers
Newspapers can be categorized into various types based on their page size/format, content type,
periodicity, time of publication, area of circulation and type of the users.

Magazines and Periodicals

Unlike newspapers, magazines are periodical publications carrying nonnews items. Magazine is
originally a French word which means storehouse. In journalistic terms, magazine is a collection
of materials like stories, ads, poems, and other items that editors believe will interest audiences.

Characteristics of Magazines
1) Magazines are not published daily like newspapers. Periodicity f magazines are longer
than that of normal newspapers. In general, they are published weekly, biweekly or
monthly.
2) Unlike loose sheets of newspapers, magazines are produced as bound volumes.
3) Most of the magazines are meant for light reading and mainly for entertainment, rather
than serious reading for information gathering as in the case of books and newspapers.
4) Magazines contain diverse content ranging from poems to comics and cartoons to photo
feature
 Types of Magazines
Magazines are of different type:

 General Interest Magazines: Magazines covering wide variety of topics aimed

at a broad audience. They occasionally offer investigative stories and burning social
issues. Examples: The Week, Outlook, India Today, Readers’ Digest, National Geographic.
 Business Magazines: Also called trade magazines. They focus on topics related to
a particular occupation, profession, or industry
 Consumer Magazines: Consumer magazines also aim at general public in their
private and non-business lives. They are called consumer magazines as their readers
prompted to consume products and services advertised in them.

Books
Corner (2007) opines that books are bound pages of written or printed messages of considerable
length, mostly on one topic. Being meant for circulation, they are produced using durable
materials and in a portable form. The Chinese invented a method for printing using wooden
blocks in 400 A.D. But, it was not developed enough to print books. Invention of movable metallic
types by Johannes Guttenberg revolutionized printing, thereby book production. Before the
invention of movable metallic types, books were expensive and large in size.
They were affordable only to the wealthy, aristocratic people like political and religious leaders
and business men. Guttenberg’s invention changed the situation. Printers could reduce price
when books were made available to more people. The first book published using the metallic
moveable types was the Bible.

Characteristics of Books
Books are portable and compact, and thus have an advantage over other media forms. Unlike
other print media, books most often deal with a single subject. Thus, we can read books piece by
piece for days or weeks with convenient intervals, without losing concentration

 While newspapers and magazines get old soon due to their time limitations, books remain
afresh since they deal with subjects significant for a longer period.

 Unlike magazines and newspapers, books are stored for longer period in public or private
libraries.
 Types of Books
Books are categorized according to their content type and target audience. Based on nature of
the content, books can be categorized generally as fiction and non-fiction. Fictions include
stories, novels, poems etc. while non-fictions comprise of academic and reference books.

The Electronic Media

Mass media that use electronic or electromechanical energy for transmission of messages are
called electronic media. Major electronic media are radio, television, video and audio records,
CDs and DVDs etc. Of these, radio and television messages are transmitted via air waves or radio
signals. The process of transmitting messages via radio waves or signals is called broadcasting.
The literary meaning of broadcasting is to scatter seed over a broad area rather than in particular
place

Radio: The First Broadcast

Telegraph and telephone were important predecessors of radio. Samuel Morse developed the
telegraph in 1844 and it was a principal means of news and information. Alexander Graham Bell
demonstrated his telephone in 1876 and this invention gave birth to the concept of
“broadcasting” i.e. sending of a single message as sound which can be simultaneously received
by large numbers of people in different locations.
Radio is everywhere as the signals reach every nook and cranny. Therefore, more people receive
their morning news from radio than from any other medium.

Characteristics of Radio as a Mass Medium

1. The radio is a powerful mass medium. Unlike other mass media, radio has a lot of
advantages, both technical and message wise, to reach maximum number of people.
2. Radio is a cost effective medium: Radio sets are not at all a luxury. They are less
3. Radio is a Public Medium: Radio can be accessed by any number of people
simultaneously. Anybody can listen to radio as it functions as a background medium.
4. Radio is accessible for the Illiterates: Illiterate people can also access radio as they
can overcome the deficiency of illiteracy through radio programmes.
5. Radio is a mobile medium
6. Radio is an Audio Medium: Being an audio medium, radio is accessible to the visually
challenged also.

Types of Radio Stations

Commercial Stations: Stations under this category support themselves financially by
selling time on their airwaves to advertisers.
Non-Commercial Stations: Non-Commercial Stations do not receive financial support
from advertisers in the sense of airing commercials. They are normally funded by the
governments.

 AM and FM Stations: This categorization is purely based on the type of waves used
for transmitting radio messages. Both AM and FM radio stations transmit a carrier wave
that is some changed or modulated to carry audio signal such as music or voice. With AM
(Amplitude Modulation) radio, the amplitude or strength of the carrier wave’s vibration
fluctuates with the sound. With FM (Frequency Modulation) radio, the strength of the
carrier wave remains constant, and instead it is the frequency or number of vibration
within the wave that changes based on sound.
 Radio Programmes includes: news, news bulletin, documentaries, talk programmes,
interviews, entertainment/music, etc.

Television
Curran and Gurevitch (2005) considers that television refers to the transmission of visual images,
generally with accompanying sound, in the form of electromagnetic waves that when received
can be reconverted into visual images. Between 1935 and 1938, the Nazi government under
Adolph Hitler in Germany operated the world’s first regular television service, with propaganda
broadcasts to specially equipped theatres. It was after the end of World War II in 1946 that
commercial television came into being in the United States. In the same year, Peter Goldmark
introduced colour television system. The development of satellite television in the 1970s allowed
for more channels and encouraged businessmen to target programming toward specific
audiences. Television is one of the most popular inventions of the last century. Every day we
spend hours with television. It is a reality that we cannot imagine a day without television
consumption. Our imagination of the world is formed with television.

Characteristics of Television
a) Audio Visual Medium: Radio is audio medium while television is audio visual, means it
carries moving pictures and sound.
b) Live Medium: With these magical features of television, it enables us to view the events
anywhere in the world live while sitting in our rooms.
c) Domestic Medium: Film is also an audio visual medium. It is not live. And, for watching
films, we have to theatre. Most of us watch television in home environment because this
medium is conceived to be so. So, it is called a domestic medium.
 d) Popular Medium: Literacy is not a barrier in watching television while newspaper reading
requires literacy. Any illiterate can get information and entertainment from television. In
that sense, it is really a popular medium any type of people can use.
e) Transitory Medium: You can read today’s newspaper in the evening or in the morning.
But, television programmes are to be watched while they are telecast. Television has not
archival facility. So, it is called as a transitory medium. Radio has also the same
characteristics.
f) Expensive Medium: In every term, television is expensive. Television set is costlier than a
radio set or newspaper.

Film
Like television, film is also an audio visual medium. It is the most popular medium of the last
century. The technology behind the cinema was invented by Lois Lumiere and his brother
Auguste Lumiere who are famously known as Lumiere brothers. But, their invention of moving
picture technique was just an extension of photography.
Their equipment called ‘cinematographe’ was a compact, portable machine with an inbuilt
camera and projector. They exhibited actualities in life like arrival of a train, workers leaving a
factory and such real events with their equipment.

Functions of Film:
Entertainment function, relaxation, catharsis that is, purge people of negative emotions,
psychological escape, creation of heroes and role models, mirroring the society, education
function etc

Defining New Media:

New media can be defined as interactive forms of communication that use the Internet,
including podcasts, blogs, social networks, text messaging, wikis, virtual worlds and all other
computer aided communication formats available online. New media makes it possible for
anyone to create, modify, and share content and share it with others, using relatively simple tools
that are often free or inexpensive. New media requires a computer or mobile device with Internet
access.

Internet and the Global Village:

The McLuhan’s idea of a global village is made possible by the emergence of the Internet. Global
village is the idea that the new communication technologies will permit people to become
increasingly involved in one another’s lives. McLuhan believed that electronic media would
permit “the human tribe” to become “one family”. However this involvement does not mean
harmony, it simply means an exchange of ideas. It is argued that many people will be shut out of
the electronic debate due to technology in the information gaps.
INFLUENCE OF THE MASS MEDIA ON THE SOCIETY
McQuail (1977) defines media effects as any of the consequences of mass media operation,
whether intended or not, that has effectiveness and the capacity to achieve given objectives.
Media effects mean different things to many people. To some, it is just about the impact of the
mass media message on the audience. Even at that, some communication academics believe that
particular parts of the media message must be contextualized. In other words, some academics
talk about media effects to mean the impact of particular content of the mass media message.
For instance, the impact of watching pornography on audience can lead to an ill like rape. One
can also blame what is happening in the restive Northwest and Southwest Regions of Cameroon
on the media. Social media has been the main medium through which people have been
indoctrinated. In this case, it is the contents of the media message that produce the impact. In
the same vein, some academics are concerned with the impact of particular media message
conventions or public notions about a media message. For instance, the general convention is
that video games may be addictive for youngsters because they are so fast paced and use so
many “orienting devices” that they may control children’s attention. Black et al (1995) cited in
Baran (2002) pointed out that some scholars are more concerned with the short-term or
transitory effects of media; others strive to determine whether the media have more durable or
long term effects. Sometimes, the positive or beneficial effects of media are examined, but more
often, concerns are with the negative, detrimental or anti-social consequences of using media.
They further posited that some people examine media effects simply for the purpose of better
understanding the roles and consequences of media in the society. Others examine media effect
in order to know how to utilize media more effectively to achieve specific goals. Still, others
consider media impact in order to administer or regulate media or to better formulate public
policy regarding media.

Mass Communication as Social Force

Mass communication has enormous power. It is a social force because “it has the capability of
causing cultural change or influences people.” Television, radio, and film impact people
regardless of one's social status, ethnicity, religion, etc. Furthermore, McQuail (2005) argues that
mass communication can be considered as both a ‘societal’ and a ‘cultural’ phenomenon. The
mass media institution is part of the structure of society, and its techno-logical infrastructure is
part of the economic and power base, while the ideas, images and information disseminated by
the media are evidently an important aspect of our culture. If we consider mass media as an
aspect of society (base or structure), then the option of materialism is presented. There is a
considerable body of theory that views culture as dependent on the economic and power
structure of a society. It is assumed that whoever owns or controls the media can choose, or set
limits to, what they do. This is the essence of the Marxist position. If we consider the media
primarily in the light of their contents (thus more as culture), then the option of idealism is
indicated. Today, the various influences are so bound together that neither mass communication
nor modern society is conceivable without the other, and each is a necessary, though not a
sufficient, condition for the other. From this point of view we have to conclude that the media
may equally be considered to mould or to mirror society and social changes. The media institution
is essentially concerned with the production and distribution of knowledge in the widest sense
of the word. Such knowledge enables us to make some sense of our experience of the social
world, even if the ‘taking of meaning’ occurs in relatively autonomous and varied ways. The
information, images and ideas made available by the media may, for most people, be the main
source of an awareness of a shared past time (history) and of a present social location. They are
also a store of memories and a map of where we are and who we are (identity) and may also
provide the materials for orientation to the future. As noted at the outset, the media to a large
extent serve to constitute our perceptions and definitions of social reality and normality for the
purposes of a public, shared social life, and is a key source of standards, models and norms.

Media as a Societal Catalyst for Development

In a country like Cameroon, media’s role in national development is highly important. Media’s
contributions to national development are mainly in two ways: As advocates for development
and as carriers of development messages. Mass media find out problems faced by people in
different walks of their life and make the administrators aware of them. Most often, media report
such events and further campaign to get the grievances redressed. On the other hand, media
make people aware of their rights, government subsidies, development policies and the merits
and demerits of adopting or practicing them for better life. Government controlled media
perform these duties better than the private media do (though some do not believe this claim).
This development oriented function of media is termed as Development Communication.
Development Communication has been recognized as a special area in communication study and
research. There are powerful social forces that act through the mass media to influence the
meanings we give to things. The news media for one exert significance influence on how we
conceptualize the world. They affect the meaning we give to events across the globe-Europe,
Asia, Africa South America etc. They affect the meanings we give to events close to us. This
however shapes our world view. They tell us, in effect, who to trust, and who to fear, who gives
us security, and what threatens us, what is significant in our lives, and what is insignificant.

Debate of Mass Media Effect on the Audience

According to McQuail (1977) media effects refers to any of the consequences of mass media
operation, whether intended or not, that has effectiveness and the capacity to achieve given
objectives. More so, Black et al (1995) observes that the term media effects not only refer to the
consequences or impacts of media use on individuals, society and culture; media effects also are
rather well-defined area of scholarly inquiry that examines the impact of media.
Black summarises certain rules or conventions about what must occur before something is
considered to be true media effect. They are:
 a) The presumed cause (e.g. a person watches a lot of violence on television or in films) and
the presumed effects (e.g. a person becomes more aggressive) change together, in some
verifiable way;
b) The presumed cause (e.g. viewing violence) must precede in time the presumed effect
(e.g. engaging in aggression); and
c) Rival causes and explanations for these other causes (e.g. living in a volatile environment)
must be controlled for and/or eliminated.
Media effects mean different things to many people. To some, it is just about the impact of the
mass media message on the audience. Even at that, some communication academics believe that
particular parts of the media message must be contextualized. In other words, some academics
talk about media effects to mean the impact of particular content of the mass media message.
For instance, the impact of watching pornography on audience is propensity to rape. In this case,
it is the contents of the media message that produce the impact. Despite the role of the media
in the society, there exist sharp arguments and counter arguments about the presence, strength
and operation of media effects on the audience. In other words, school of thoughts exist as
regard to the limited or minimal effects of the mass media. The arguments and their counter
arguments are presented below as organized by Standly Baran (Baran, 2004: 416 – 417).
1. If media have any effects at all they are not the media’s fault; media simply hold a mirror
to society and reflect the status quo, showing us and our world as they already are.

Counter-arguments
Media hold a very selective mirror. The whole world in all its vastness and complexity cannot
possibly be represented, so media practitioners must make choices. In other words, some things
are over-represented in the media, others under-represented and still others disappear
altogether.
2. If media have any effect at all it is only to reinforce pre-existing values and benefits.
Family, church, school, and other socializing agents are much better.

Counter-arguments
The traditional socializing agents have lost much of their power to influence in our complicated
and fast-paced world. Moreover, reinforcing effects are not the same as having no effect. If the
media can reinforce the good in our culture, media can just as easily reinforce the bad.

3. If media have any effects at all they are only on the unimportant things in our lives, such
as fads and fashion.
Counter-argument
Fads and fashion are not unimportant to us. The car we drive, the clothes we wear, and the ways
we look help define us; they characterize us to others. In fact, it is central to our self-definition
and happiness. If media influence only the unimportant things in our lives, why are billions of
dollars spent on media efforts to sway opinion about social issues such as universal health care,
nuclear power and global warming.

4. Media content has limited impact on audiences because it is only makebelieve people; it
is not real.

Counter-arguments
News is not make-believe (at least it’s not supposed to be) and as such people are supposed to
take it seriously. Most film and television dramas are intentionally produced to seem real to
viewers, with documentary-like production techniques such as hand held cameras and uneven
lighting. Much contemporary television programmes like talk-show and reality shows are
expressly real. Example: Gulder Ultimate Search.

Advertising is supposed to tell the truth:

Before they develop the intellectual and critical capacity to know what is not real, children
confront the world in all its splendour and vulgarity through television and what television effects
researchers call the early winded. To kids, what they see is real. To enjoy what we consume, we
willingly suspend disbelief that is; we willingly accept as real what is p ut before us.