THE MASS CONCEPT DOES NOT EXIST

• Autor(a) principal: Ribeiro, Lavina Madeira
• Data de Publicação: 2016
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Observatório
• Texto Completo: https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/1774
• topic: Mass; mass media; mass society; individual; Mass; Mass media; Mass society; Individual; Masa; médios de comunicación; sociedad de masa; individual; Masa; Médios de comunicación; Sociedad de masa; Individual; Massa; meios de comunicação de massa; sociedade de massa; Indivíduo; Massa; Meios de comunicação de massa; Sociedade de massa; Indivíduo

This is a theoretical essay regarding the relevance of the concept of mass used in the context of Communication studies. There is the recognition of the importance of the media in the formation of identities, behaviors and sociability; the dynamics experienced in public space promoted by the media and in the relations between different cultural practices. Therefore, the concept of mass is completely overcome. It should have been overcome shortly after it was invented. In the very first research of Lasswell regarding the intentions of vote of Americans, it was discovered that they voted influenced by countless variables and, therefore, they were not a homogeneous mass without identity or faceless. The fact is that, from a scientific point of view, in analytical terms, the concept of mass is completely inoperable and it is an opaque wall that hides fundamental attributes of the public of media messages and prevents the understanding of complex Interactive processes that occur between them.