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Evolution of mass communication
Mass communication theory evolution and development
Definitions of mass media
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Recommended: Evolution of mass communication
It cannot be said that the era of mass communication has simply come to an end. Rather, this essay will argue that instead, the traditional ideologies of the term, mass communication, have been modified, transformed and revolutionised. The content surrounding mass communication has not changed substantially, however the way audiences are consuming it, has.
Firstly, a working definition of mass communication must be established before an argument can commence. Peters and Simonson (2004) provide a definition which states that mass communication is when a message is dispersed “on a large scale, to a mass audience” (p.9). Chafee and Metzger (2001) see it as “mass pro- duction and dissemination of messages” (p.366). They also point out that the concept of mass communication was initially contextualised in the 1920’s and used interchangably with the term, mass media (McQuail, D., 2000, p.4).
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Only then can one understand how it has been modified and transfomed into its present state in centemporary society. Alongside Peter and Simonson (2004), Turow (1992) supports the notion that mass communication has not merely become extinct, it is “only different now from what it was in its formative era” (p.2). This ‘formative era’ refers to the 1920’s to the 1960’s when mass communication included radio, television, newspapers and magazines produced by media institutions (Chafee, S. & Metzger, M., 2001, p.366). These traditional forms of publication and broadcast were limited by space and time, meaning that one could only watch the news on television or listen to the radio at the time of broadcast, in the location of the devices themselves. The appointment nature of traditional mass communication meant that mass audiences could “laugh at the same jokes at the same time”, simultaneously (Chafee, S. & Metzger, M., 2001,
Dizard, Wilson, Jr. Old Media New Media: Mass Communications in The Information Age. New York: Longman, 2000.
Lorimer , R., Gasher, M., & Skinner, D. (2008). Mass communication in canada. (6 ed.). Don Mills, Ontario: Oxford University Press.
Newspaper, radio, film, television. These are only a few of the various forms media can take. From the moment we open our eyes to the instant we shut them, we are surrounded by media and absorb the information it hurls at us in an osmosis-like manner. The news ranges from the latest terror attack and political scandals to supposed UFO sightings and scandals involving sandals. We as an audience tend to focus more on the message the media relays rather than on the medium in which it is presented to us. “What?” is asked more than “How?” The key claim Marshall McLuhan makes in his book, The Medium is the Massage, is that the form of media influences how the message is perceived. Let’s illustrate this with a scenario: it’s eight o’clock in the morning.
The debate issue it self is an impression, it is a result of thought derived from a specific sours that is most likely to be the media. . “Mass media is a term which connotes the means of a variety of media specifically designed for disseminating news and information to a large audience for a variety of r...
Mass media is designed to reach large audiences through the use of technology. Its purpose is
David. "Mass Media and the Loss of Individuality." Web log post. Gatlog. N.p., 11 Sept. 2007. Web. 10 May 2014.
"Introduction to Mass Communication." EFFECTS OF RADIO ON SOCIETY*Introduction to Mass Communication| Lessons Free Online Read Lessons. Zainbooks, n.d. Web. 3 Dec. 2013. .
Mass Media. Ed. William Dudley. Farmington Hills, MI: Thompson Gale, 2005. 121-130.
Campbell, Richard. Media & Culture: an introduction to mass communication. Bedford/St. Martin?s: Boston, N.Y. 2005.
Sinclair, John (2002) “Media and Communications : Theoretical Traditions”, in Stuart Cunningham and Graeme Turner (eds), The Media & Communications in Australia, Allen & Unwin, Sydney, pp.23-34.
The definition of mass media is “a means of communication that reaches large numbers of people in a short time, this can consist of the use of television, newspapers, magazine, and radio”, and within the last decade the internet as well. (HarperCollins) The media can actually be a minor or major effect on individuals depending on how or what their view is on the particular subject or matter. The effects it plays on individuals and societies will depend on the exposure to the subject matter at the time, but it effects all ages from young to old.
Mass communication is to use a source or medium to reach a large audience to communicate your message. People are communicating with each other since the evaluation of human, and with the passage of time it become more and more advance. After the emergence of media and development of new technologies, it gave birth to different media theories and these theories showed a transformation over the last two decades. Mass media communication theories divides in four following eras:
Throughout the previous years, the effect of mass media has produced exponentially with the innovation of technology. Initially there were books, tabloids, journals, photography, movies, broadcast, TV, New Media of the Internet, and now mass media. Nowadays, each individual are most depended on the news media and gossips to preserve their lives moving within everyday accomplishments. We trust the mass media for the existing newscast and evidences concerning anything that is significant and what we must be conscious of. We rely on the media as a consultant for gossip, info, and amusement. The amount of authority varies on the obtainability of media. All of the customary mass media partake excessive impact throughout our existence. For example the 20th century port...
Hence, any debate of the future becoming digital must take into consideration the reaction of the media to the technological innovations of the world, from the Personal Computers (PC) to the smallest Smartphone. Although mass media has increased with technological innovations, what driv...