Taking the viewpoint of the receiver, this paper explores some differences between interpersonal transactions people have with each other and with the mass media. After addressing an orientation held by many communication scholars that the process of mass communication and interpersonal communication differ only in degree, the paper focuses on a single aspect of the mass communication process--the media/person encounter. It then offers discussions of the following propositions: (1) the technology of mass media messages inherently limits the sensory integration potential for receivers; (2) receivers of mass media messages have no functional control over media sources; and (3) receivers of mass media messages have only limited or imaginary knowledge of media sources. Finally, it addresses several current research perspectives that can profit from this conceptual reorientation. (FL)