Understanding the Evolution of Mass Media

Sep 5, 2024

Lecture: Introduction to Human Communication - Mass Media

Overview

  • The importance of mass media in influencing large audiences.
  • Exploration of human communication patterns and similarities.
  • History and evolution of mass media.
  • Impact of mass media on cultural ideas and identities.

What is Mass Media?

  • Definition: Means of sharing messages to large audiences via print, audiovisual, or electronic media.
  • Evolution from books in the 1400s to diverse modern options.

Historical Context

Durability and Distribution

  • Durable information was needed for mass media.
  • Written messages increased audience reach and longevity.
  • Spread needed to be wide and understandable.

The Printing Press

  • Invented by Johann Gutenberg in the 1430s.
    • Introduced movable type and revolutionized book production.
  • Impacts:
    • Reduced cost of books.
    • Enabled wider sharing of knowledge.
    • Increased literacy and access to information.

Paper and Print Media

  • Cheaper paper in the 18th and 19th centuries.
  • Rise of newspapers and magazines as news sources.

Broadcast Media

  • Radio: Emerged in late 1800s and early 1900s.
    • Audio broadcasts increased audience size.
  • Television: Became popular in the 1940s.
    • Combined audio and visual media.
    • Offered diverse choices and required adaptation of existing media.

The Internet and New Media

  • Rise in the 1990s transformed mass media.
  • Ability for interaction through text, comments, forums.
  • Impact:
    • Democratized mass media, allowing direct reach to large audiences.
    • Introduced new challenges like rapid spread of misinformation.

The Role of Social Media

  • Enabled viral content to spread without central sources.
  • Democratized access to mass media creation and distribution.

Challenges of Modern Mass Media

  • Spread of false or harmful information.
  • Shift towards headline consumption and superficial engagement with news.

Application

  • Case study of Lillian from the Redmonton Sanitation Department using various media forms to reach community about trash pickup schedules.
    • Utilized printed media, broadcast media, and electronic media.

Conclusion

  • Understanding mass media is crucial for effectively reaching and informing audiences.
  • The variety of media options requires strategic choices based on purpose and audience.
  • The message and medium need to be aligned to effectively communicate with large audiences.

Additional Resources

  • Study Hall Project, a partnership between ASU and Crash Course.
  • Encouragement to subscribe and continue learning through their resources.

This summary captures the key points from the lecture on mass media and its evolution, emphasizing the importance of understanding different media types and their impact on communication and culture.