mass communication
- Related Topics:
- radio
- writing
- Internet
- telegraph
- spiral of silence
mass communication, process of sharing information with a large audience. Mass communication is accomplished via mass media—that is, technology capable of sending messages to great numbers of people, many of whom are unknown to the sender (e.g., television). The purposes of mass communication include entertainment, education, and political propaganda. Among the fields of endeavour that engage in mass communication are marketing, public relations, and journalism.
Mass communication is a complicated phenomenon. Its use has had a significant impact on society, shaping not only cultural norms and values but also the way people perceive and interact with the world. It disseminates new ideas and beliefs, and it affects its audiences’ buying habits, styles, schedules, and health. The producers of content for mass media have the power to set the agenda for public discourse by determining which issues are deemed most important—or, indeed, which issues receive any attention at all. Consequently, political power relies in part on the effective use of mass communication. The field of mass communication is therefore broad and encompasses many different areas. Scholars research how mass media is produced, deployed, consumed, and otherwise used, but they also study the legalities and ethics involved in mass communication, the ultimate effect of mass media on those who consume it, and other related political, social, and cultural issues. Among the many theories that have resulted from this intellectual inquiry are the two-step flow model of communication, which is concerned with how information is filtered through active media users who act as opinion leaders for less active media consumers; the spiral of silence theory, which suggests that people with minority opinions tend to censor themselves; and the uses and gratifications theory, which posits that people do not simply receive information but rather seek out the information that they need or want.
Opportunities for mass communication first appeared with the invention of writing. A pharaoh, for example, could make proclamations to his subjects via hieroglyphics on a monument. However, the age of widespread mass communication is often said to have begun in the 15th century with Johannes Gutenberg’s invention of the printing press, which made it possible to produce books, pamphlets, and other printed materials at relatively low cost. Gutenberg’s creation led not only to the dissemination of information but also to the spread of literacy and education, as people adapted to take advantage of the new opportunities the press offered. The technology of sharing the written word was thus democratized, making mass communication possible for the masses themselves.
Another leap forward occurred in the 19th century: In 1844 Samuel Morse completed the first large-scale telegraph line, allowing for the rapid transmission of messages over long distances using electrical signals. This system led to the development of the first news agencies, such as the Associated Press (AP) in the United States, which were able to gather and disseminate news from around the world in a matter of minutes. It has been argued that among the effects of this innovation was a consolidation of the national character as people in disparate regions simultaneously reacted to the same news, often with the same emotions.
In the early 20th century, mass communication became ubiquitous and instantaneous. The popularization of motion pictures in the first decades of the century and of radio in the 1920s brought heightened immediacy to mass communication and revolutionized not only the news but also music, politics, and entertainment. Celebrity culture, consumer culture, and other aspects of modern society all began to manifest in ways that are still recognizable today. Moreover, the effectiveness of these new methods of mass communication further homogenized their audiences, giving rise to an ever more identifiable mass culture. When the television replaced the radio as the public’s mass medium of choice in the 1950s, these societal changes only accelerated.
With the development of the Internet and the proliferation of digital media in the 21st century, almost every aspect of mass communication has again changed dramatically. Like Gutenberg’s press, new technologies have resulted in the more equitable distribution of the ability to communicate with large audiences. Once, only the owners of newspapers, radio stations, and television broadcasters possessed the means of influencing popular opinion, but now anyone can participate in the public forum through social media, blogs, and other online platforms. The effect of this more diverse and decentralized media landscape has been the dissemination of a wider range of voices and perspectives.
However, the age of information has also led to concerns about the spread of misinformation and “fake news.” The ease with which information can be shared and spread online has also made it easier for misinformation to be spread quickly and widely. Documented consequences include risks to public health, financial losses, and the spread of extreme ideologies. Calls for increased media literacy and education have been made so that people can better discern the credibility of the information they are consuming.
