1. Audience: Indigenous communication typically involves communication within a specific community or culture, often using traditional methods such as storytelling, music, dance, and rituals. Mass communication, on the other hand, involves communication to a large, diverse audience through mass media channels such as television, radio, newspapers, and the internet.
2. Cultural context: Indigenous communication is deeply rooted in the cultural traditions, beliefs, and values of a specific community or group. It often serves to preserve and transmit cultural knowledge and practices from one generation to the next. Mass communication, on the other hand, is more standardized and often caters to a broader, more diverse audience, which may not share the same cultural background.
3. Control and ownership: Indigenous communication is typically controlled and owned by the community or group that practices it, allowing for greater autonomy and self-determination in how information is shared and disseminated. In contrast, mass communication is often controlled by large corporations or media conglomerates, which may have their own agendas and interests in mind when producing and distributing content.
4. Language and medium: Indigenous communication often relies on oral traditions and local languages, as well as traditional forms of expression such as storytelling, music, and dance. Mass communication, on the other hand, often uses standardized languages and formats that can be easily understood by a wide audience, such as written text, visual images, and audiovisual content.