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The first half of the twentieth century witnessed a significant transformation in the world of media. This era was marked by the emergence of various forms of media as modernization swept through society. While the newspaper remained a dominant medium from the preceding century, the rise of new media, including film, radio, and television, brought about a seismic shift in communication channels. These technological innovations faced criticism and scrutiny from different quarters, setting the stage for the development of media theories that sought to understand their impact and implications (Baran & Davis, 1995).
The advent of new media technologies during the early twentieth century had a profound impact on society.
This transformation prompted concern among social elites, leading to the formulation of what we now know as the mass society theory. Leaders of established social and political institutions feared the consequences of unchecked media power and the potential societal changes that might emerge as a result of modernization.
The mass society theory focused on the long-term effects of the rapid expansion of media.
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Its proponents recognized the influential role that media, particularly the technologically advanced forms, could play in shaping the beliefs and behaviors of the average citizen, who held the potential to be more powerful than the social elites. Moreover, there was a genuine apprehension that media could become a tool for the establishment of a totalitarian social order in America, akin to what some parts of Europe had experienced (Baran & Davis, 1995).
One of the key concerns of the mass society theory was the manipulation of media by the powerful elite.
Media outlets engaged in yellow journalism to protect the interests and reputation of the elites. Sensationalized and dramatized news stories became commonplace to attract audiences and generate profit. The quality of culture projected by the media was questioned, with accusations of it being cheap and tasteless. Critics argued that media practitioners lacked the qualifications to produce the type of entertainment that had become popular among the masses.
In response to the criticisms and challenges posed by both dominant and emerging forms of media, scholars and some media practitioners stepped forward to advocate for media reform. This initiative led to the emergence of normative theories, which aimed to guide the functioning of media systems. These normative theories sought to strike a balance between authoritarianism and libertarianism, two opposing viewpoints on media regulation.
Authoritarianism advocated for strict control of the media by governing authorities to maintain social order (Baran & Davis, 1995). In contrast, libertarianism championed the idea of absolute freedom of the media from any form of control. Both perspectives faced criticism and skepticism.
After World War II, the Hutchins' Commission introduced the social responsibility theory, which served as a compromise between authoritarianism and libertarianism. This theory introduced innovative principles that found common ground between these opposing viewpoints. It addressed key concerns raised by the mass society theory while preserving some of its insights, which remain relevant today.
The social responsibility theory acknowledged the influential power of media, especially in the context of a mass society. It recognized that media possessed the ability to shape public opinion and potentially corrupt the minds of individuals. However, rather than advocating for strict control or absolute freedom, the social responsibility theory emphasized the ethical obligations of media professionals and their role in promoting societal well-being.
This theory encouraged media owners and practitioners to recognize their responsibilities to society. It emphasized that media could serve as a catalyst for social change and contribute to the creation of a 'Great Community,' as envisioned by the Chicago School. By doing so, it sought to alleviate fears of a totalitarian social order by promoting the idealism of individual media practitioners and their active role in preserving democracy (Baran & Davis, 1995).
The social responsibility theory aimed for informativeness, truth, accuracy, objectivity, and balance in media content. It sought to counter the negative image of media projected by the mass society theorists and urged media companies to uphold these ideals in their practices.
As the twentieth century progressed into its second half, media systems began to incorporate the principles of the social responsibility theory. This shift helped improve the image of media, as it emphasized informativeness, truth, accuracy, objectivity, and balance (Baran & Davis, 1995). Today, with traditional media boundaries gradually dissolving due to rapid technological advancements, the threats identified by the mass society theory remain relevant, and the ideals of the social responsibility theory continue to be tested and refined.
In the contemporary media landscape, the role and impact of media have grown exponentially. The digital age has ushered in new challenges and opportunities, with the internet and social media platforms serving as powerful tools for information dissemination and influence. The concerns raised by the mass society theory, such as media manipulation and sensationalism, persist in the digital era, albeit in different forms.
The social responsibility theory's ideals of ethical journalism, truth, and accuracy remain as critical as ever. However, the proliferation of user-generated content and the blurring of lines between traditional journalism and citizen journalism pose new challenges. The responsibility of media practitioners to navigate this evolving landscape while upholding ethical standards has become increasingly complex.
In conclusion, the evolution of media theories in the twentieth century reflects the dynamic interplay between technological advancements, societal concerns, and the role of media in shaping public discourse. The mass society theory highlighted the potential dangers of unchecked media power, while the social responsibility theory sought to strike a balance by emphasizing the ethical obligations of media professionals. As we navigate the complexities of the digital age, the lessons and principles of these theories continue to guide our understanding of media's role in society and its responsibility to inform, educate, and inspire.
The Evolution of Media Theories in the Twentieth Century. (2016, Apr 30). Retrieved from https://studymoose.com/mass-society-theories-social-responsibilty-theory-and-the-media-essay
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