Mass communication refers to the widespread dissemination of information to a large and varied audience through different media outlets. It includes the sending of messages, news, and entertainment via television, radio, newspapers, magazines, social media sites like Facebook or Twitter as well as the internet itself among others. This branch is important because it influences public opinion formation processes affecting even societal norms; moreover it helps in opening up discussions on various critical matters too. Mass communication does not just involve creating contents for distribution but also involves researching into media effects while also considering how people receive them along with ever changing technologies that make worldwide communication possible. It acts as a connection between individuals and their environment by bringing together people from different parts of the globe thus promoting exchange of thoughts, customs and ideals among others.