Channels of distribution

Scholars tend to identify the various mass media by their distribution channels. Books, newspapers, and magazines are often called the “print media,” while radio and television are often called the “electronic” or “broadcast” media. Two other electronic channels of distribution are also recognized as very important: “electronic recorded” media which include CDs, cassette tapes, video tapes, and the like – these are electronic in nature but are sold and delivered much in the same way as books – and “film” or “movies” which are similar to television but which are delivered in special places.

Telephones are electronic media, but telephones have not traditionally been included in the “mass media” because telephones are used mainly in person-to-person communication. Similarly, computers, especially large computer networks, have the potential to be used as mass communication media, however, these are so new that their uses are still developing. Although they have no true category as yet, computers are sometimes referred to as the “new” media.

A mass medium’s distribution channel aims a “flow” of messages in the direction of a particular audience.