Overview
This lecture traces the history and evolution of mass communication, highlighting how technological advances have transformed the production, distribution, and consumption of information and entertainment in society.
Origins and Evolution of Mass Communication
- Early communication was oral, with storytellers and minstrels delivering messages to groups.
- Development of writing and the alphabet marked major advancements in preserving and sharing information.
- The printing press enabled mass production of identical texts, making wide distribution possible.
- Early printed materials often served commercial purposes, such as shipping news and commodity prices.
Industrialization and Mass Media
- Mass communication expanded in the 19th century, adopting factory models for centralized, large-scale production.
- Media forms like newspapers, film, radio, and television became products to be bought and sold.
- Mass communication became tied to commercial interests and large general audiences.
Electronic Communication and Technological Shifts
- The telegraph separated communication from transportation, enabling near-instant message transmission.
- Telegraphy led to centralization of news via wire services and changed perceptions of time and distance.
- The telephone introduced point-to-point voice communication, later inspiring wireless radio.
Mass Media Growth: Radio, Movies, and Television
- Radio evolved from point-to-point to mass broadcasting, expanding the audience reach.
- By the 1950s, television quickly became the dominant medium, accessible in most homes.
- Early TV networks targeted massive, homogenized audiences, creating shared cultural experiences.
Media Fragmentation and Cable/Satellite Expansion
- The rise of cable and satellite in the 1970s–1990s led to many specialized (niche) channels.
- Networks lost audience share to new competitors, independent stations, and home video technologies.
- The media landscape shifted from mass audiences to fragmented “narrowcast” segments.
Digital Convergence and Personalization
- The internet unified access to text, video, and broadcast media, allowing on-demand, personalized content.
- Users now curate their own media experiences, accessing global sources anytime and anywhere.
Contemporary Trends: Fractionalization, Globalization, Conglomeration
- Media channels continue to multiply, further fragmenting audiences (fractionalization).
- Media companies and audiences span the globe (globalization).
- Mergers blur boundaries between film, television, computer, and telecom industries (conglomeration).
- Understanding media production is essential as it shapes the symbolic environment influencing society.
Key Terms & Definitions
- Mass Communication — Creation and distribution of messages to large audiences via centralized methods.
- Printing Press — Machine enabling mass production of identical written materials.
- Telegraph — Device for transmitting coded messages over wires, revolutionizing long-distance communication.
- Wire Services — Organizations that supply syndicated news to media outlets.
- Cable/Satellite TV — Technologies providing multi-channel television through wired or satellite systems.
- Narrowcasting — Media targeting specific subgroups rather than broad audiences.
- Media Convergence — Merging of traditional media with digital platforms, enabling cross-media access.
- Fractionalization — Division of mass audiences into smaller, segmented groups.
- Globalization — Worldwide spread and integration of media companies and audiences.
- Conglomeration — Merging of multiple media enterprises into large corporations spanning different sectors.
Action Items / Next Steps
- Review the historical timeline of major media technologies.
- Reflect on how current media consumption habits reflect these historical trends.