Without a doubt mass media communication is a major source of influence in the 21st century. Mass media is not only about information dissemination and entertainment but it can also be used as a tool to bend the will of the people. For those who will find this difficult to accept they need only to observe the impact of the advertising agency as well as the impact of Hollywood films. While the significance of mass media in the modern age is undeniable there is less agreement when it comes to defining its true nature.
But the following discussion will help in understanding the heart of the matter when it comes to mass media. This can be achieved by providing an overview of the development of mass media from the 19th century up to the present. Media Giants from the 19th century onwards Mass media did not start in the 20th century, but a century earlier. There is evidence to prove that even in the 19th century, Europeans were able to gauge the impact of mass media in society and therefore investors began to pour money into the production of books, pamphlets and other written forms of communication that can be sold to the public.
While businessmen dabbling in mass media communication can be considered as media moguls there is no comparison when it comes to the resources, scope, and impact brought about by media giants in the 20th century. In the 21st century another radical change is happening to the media moguls. While they enjoyed robust growth in the 20th century, it can also be said that their better days are gone. The new media moguls are finding it hard to fend the impact of globalization as well as the rapid development of technology. With the use of the Internet there is no longer a waiting period from librarians.
There are books that can be ordered online and shipped immediately to a far away place. But more importantly information can be accessed for free. Media Capitals A media capital is a place where the art and science of mass media communication is being keenly observed by media practitioners all over the globe. A few examples are Hollywood, Chicago etc. A media capital is also a geographic location where mass media communication is broadcasted on a global scale. Therefore the influence of media practitioners in this area is very significant.
While media capitals can stay profitable for long periods of time the more interesting topic is regarding the emergence of new media capitals outside America and Europe. The emergence of China as a new economic superpower can only be fully understood and appreciated if the Chinese people are ready and willing to build infrastructures that would help increase the capacity of the nation to handle rapid growth in the near future. But aside from the rhetoric, it must be pointed out that there are emerging markets, especially those in Hong Kong and India where creators of mass media content are generating world wide praise.
Ownership and Media Mass media is supposed to be a business that aims for objectivity. A company that is supposed to present information regarding current events must be able to show this information without bias and with truthfulness (Lendman, 2008). This is because mass media communication is about telling the truth and most importantly it is a form of public service (Beadouion, 2007). But the reality of mass media communication can be described as a huge undertaking requiring the financial muscle of a businessman.
Since a businessman exists to make a profit this mindset will influence the way news is being delivered to the public. For instance a media corporation can be financed by a hugely profitable company accused of dumping toxic wastes to major bodies of water in the area. If the said corporation is a major financier in the said media corporation then it can be expected that the firm will attempt to reduce the negative impact of the news report. In some cases mass media corporations will no longer remain objective concerning the case (Shah, 2009).
This is the reality of present day mass media firms. Mass Media Determining the exact scope and limitation of mass media can be a difficult undertaking. But the mere mention of the term, one can think of at least five major subgroups: 1) Newspapers; 2) Internet; 3) TV News; 4) Commercials; and 5) Radio. If mass media communication can be subdivided into these five broad categories then it means that it is a subject matter that encompasses a wide range of issues. Although mass media is a complex subject matter it is easy to understand its significance in the 21st century.
If newspapers are part of mass media then it is easy to see its impact in the 21st century. There are millions of people around the world who reads the newspapers. This is a traditional medium of communication that continues to serve its purpose which is to inform, entertain and to persuade. Newspapers are shapers of opinion and that a good piece of writing can illicit a response from the readers. While the Internet is eating up the market share once dominated by newspapers, acquiring information using ink and paper is still as reliable as it first appeared a few centuries ago.
TV news is also being challenged by the popularity of the Internet. In its heyday TV new is the only authoritative source of information especially regarding life, politics, business and more. But when world-wide-web became a global phenomenon, TV news is seen as slow and antiquated. For instance TV stations invest in producing TV news because in the midst of the broadcast they can insert TV commercials and earn money to sustain the operation. But consumers of this type of information are demanding for quicker access and zero TV commercials.
Aside from the decline of TV news, brought upon by the dominance of Internet fuelled information sites, there is another traditional mass medium that is taking a beating. And this is none other than the radio. It is hard to imagine that there was a time when radio messages are the main source of information and entertainment in many parts of the globe. But today this practice of tuning into a radio station is almost non-existent in the lives of the younger generation. For them it is impractical to listen to a radio when they can have the same experience in cyberspace.
The Impact of the Internet Just like mass media, it is notoriously difficult to gauge the scope and limitation of the Internet. It seems that in the 21st century, the Internet is almost everywhere, from news reports, Hollywood films, chat rooms, blogs, etc. The Internet is not only beneficial to mass media but also the banking industry, transportation, politics, health and medicine. But is in mass media where people can really see its potential to change the world. In terms of mass media communication the Internet means cheap and reliable access to information.
Today, thanks to the Internet, a child can have access to data even if he lives off-the-grid so to speak. The Internet allows for quick transmission of data and enables people to view information using a variety of tools and strategies. For instance, a campaign against the perils of drug abuse will show a plethora of strategies that will help a drug addict seek professional help. Since the Internet is easily accessible then there is a greater chance for the addict to meet the right people who will help him or her – this is information dissemination at its best. Federal Communication Commission
Since mass media communication is vital and crucial to the lives of every American, mass media communication in the United States requires the guidance of government agency. By describing the different bureaus and offices one can have a good understanding of this government agency: • Consumer & Governmental Affairs Bureau: This bureau informs consumers about telecommunication goods and services. • Media Bureau – regulates AM and FM radio stations as well as cable television and satellite services. • International Bureau – represents the Commission in satellite and international matters.
• Mass media – must be about free speech and the ability to write what one felt and what one has seen in the present. The government is raising the standard by creating an agency in-charge of harmonizing all competing forces. The FCC plays a vital role in sustaining the admirable communication infrastructure in the country. It is a government agency in-charge of keeping things in order. The FCC is like a coach guiding all interested parties to have a deeper understanding about mass media communication.
References Beadouion, C. (2007). Mass Media Use, Neighborliness and Social Support: Assessing causal Links with Data panel. Communication Research. 34(6): 637-664. Lendman, S. (2008). “The Political Economy of Media. ” Retrieved 22 January 2009. Available from http://www. globalresearch. ca/index. php? context=va&aid=9446 la vie http://www. dangheno. net/pwritnigs10. htm Shah, A. (2009). “Media Conglomerates, Mergers, Concentration of Ownership. ” Retrieved 22 January 2009. Available from http://www. globalissues. org/article/159/media-conglomerates-mergers-concentration-of- ownership
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