that it operates not merely as a unidirectional transmission from source to recipient, but rather as an immersive environment or "atmosphere" permeating societal existence. This environment, he argues, is involuntarily absorbed--akin to a respiratory act--through necessities of existence, thereby shaping collective consciousness and lived experience.

Through mass communication, information can be transmitted quickly to many people who do not necessarily live near the source. Mass communication is practiced through various channels known