"The very essence of mass communication theory is a simple but all-embracing expression of technological determinism, since the essential features depend on what certain technologies have made possible, certain technologies have made possible, especially the following: communication at a distance, the multiplication and simultaneous distribution of diverse ‘messages’, the enormous capacity and speed of carriers, and the limitations on response. There is no escaping the implication that public communication as practised in modern societies is profoundly shaped by these general features"