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9.MASS MEDIA
Plan:
1 History
2 Purposes
3 Technologies
Mass media refers collectively to all media technologies, including the Internet, television, newspapers, and radio, which are used for mass communications, and to the organizations which control these technologies.
Mass media play a significant role in shaping public perceptions on a variety of important issues, both through the information that is dispensed through them, and through the interpretations they place upon this information. The also play a large role in shaping modern culture, by selecting and portraying a particular set of beliefs, values, and traditions (an entire way of life), as reality. That is, by portraying a certain interpretation of reality, they shape reality to be more in line with that interpretation.
Contemporary research demonstrates an increasing level of concentration of media ownership, with many media industries already highly concentrated and dominated by a very small number of firms
History
The phrase "the media" began to be used in the 1920s, but referred to something that had its origins much further in the past.[6] The invention of the printing press in the late 15th century gave rise to some of the first forms of mass communication, by enabling the publication of books and newspapers on a scale much larger than was previously possible.
The first high-circulation newspapers arose in the eastern United States in the early 1800s, and were made possible by the invention of high-speed rotary steam printing presses, and railroads which allowed large-scale distribution over wide geographical areas. The increase in circulation, however, led to a decline in feedback and interactivity from the readership, making newspapers a more one-way medium.
The telegraph separated communications from transportation, enabling messages to be transmitted instantaneously over large distances.[8]
Radio
Television
Internet, mobile devices, video games
Purposes
A panel in the Newseum in Washington, D.C., shows the September 12 headlines in America and around the world
Mass media can be used for various purposes:
Advocacy, both for business and social concerns. This can include advertising, marketing, propaganda, public relations, and political communication.
Entertainment, traditionally through performances of acting, music, and sports, along with light reading; since the late 20th century also through video and computer games.
Public service announcements.
Technologies
Electronic media and print media include:
Broadcasting, in the narrow sense, for radio and television.
Many instances of various types of recorded discs or tapes. In the 20th century, these were mainly used for music. Video and computer uses followed.
Film, most often used for entertainment, but also for documentaries.
The Internet -- examples include Blogs and podcasts (such as news, music, pre-recorded speech, and video)
Mobile phones, which can be used for rapid breaking news and short clips of entertainment like jokes, horoscopes, alerts, games, music, and advertising
Publishing, including electronic publishing
Video games, which have developed into a mass form of media
Massive practice of advertising
Commercial broadcasting is generally based on the practice of airing television advertisements for profit, in contrast to public media which eschews most or all paid advertising.
In the United States, completely advertisement-free commercial television and radio does exist, however; premium cable services such as HBO and Showtime generally operate solely on subscriber fees with no need to sell ad space, as do the parts of the two major satellite radio systems that are produced in-house (mostly music material).
Paid-for services
Commercial broadcasting also has considerable overlap with paid-for services such as cable television, cable radio, satellite television and satellite radio. Such services are generally partially or wholly paid for by local subscribers, but much of the programming, particularly on cable television, is produced by companies operating in much the same manner as advertising-funded commercial broadcasters, and both they and often the local cable provider will sell commercial time in the same manner.
Sensationalism
Programming on commercial stations is often more sensationalistic—particularly during ratings periods such as sweeps in the US and also in some Latin American countries.
Other features
Commercial broadcasting (especially over-the-air) is often controversial for a great many reasons.[citation needed] Chief among them is a perceived lack of quality and risk in the programming (to which more conservative elements respond that it is too risqué much of the time), an excessively high ratio of advertising to program time (especially on children's television), and a perceived failure to serve the local interest due to media consolidation. Commercial radio in particular is often attacked for perceived homogeneity in programming, covert politicized censorship of content, and a desire to cut costs at the expense of giving the station an identifiable personality. Politics is a major force in media criticism, with an ongoing battle (especially in the United States) as to what moral standards, if any, are to be applied to the airwaves.
Americas
Commercial broadcasting is the dominant type of broadcasting in the United States and most of Latin America.
Perhaps the best known commercial broadcasters in the United States are the venerable ABC, CBS, Fox and NBC television networks, as well as radio giant Clear Channel Communications, based in the United States. Major US commercial cable operators include Comcast, Adelphia, Time Warner Cable, and Cox Communications; satellite services include DirecTV, Dish Network, the UK's BSkyB, and the radio services Sirius, WorldSpace, and XM.
In an hour of broadcast time on a commercial broadcast outlet, typically ten to twenty minutes are devoted to advertising. Advertisers pay a certain amount of money to air their commercials, usually based upon the popularity or ratings of a station or network. This effectively makes commercial broadcasters more answerable to advertisers than the public, which is a major criticism of commercial radio and television.
Europe
In Europe commercial broadcasting coexists alongside public broadcasting, where programming is largely funded by broadcast receiver licences, public donations, or government grants.
Asia
One of the best known commercial services in Asia was the oldest radio station in the region, Radio Ceylon.
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