Looking At Mass Media Communication Audiences Media

Essay add: 11-05-2016, 15:09   /   Views: 213

Mass media is communication-whether written, broadcast, or spoken-that reaches a large audience. This includes television, radio, advertising, movies, the Internet, newspapers, magazines, and so forth.

Mass media is a significant force in modern culture, particularly in America. [] 

Scholars and sociologists alike refer to this concept as a mediated culture where media reflects and creates the culture. As a result of global mass media, communities and individuals are constantly bombarded with messages from a multitude of sources including TV, billboards, and magazines, to name a few. These messages promote not only commercials for products, but also moods, attitudes and a sense of what is and what is not important.

Historical development

The current level of complete media saturation hasn't always existed. In the early years of mass media (the 1960s and 1970s), for example television, consisted of primarily three networks, public broadcasting and a few independent stations. During this period, few people had the financial recourses available to afford buying a television.

In the decades that followed, much has changed. Nowadays almost everyone has access to television. This widespread availability and exposure makes television the primary focus of most mass-media discussions. Besides television, the exponential growth of internet use in the last 10 to 15 years has also affected the way in which we look at mass media and how it may or may not influence public opinion. Although television and internet are clearly dominating the mass media, movies and magazines-particularly those lining the aisles at grocery checkout stands-also play a powerful role in culture, as do other forms of media like for example music.

However, in this paper we will mainly focus on the influence of internet, television and newspapers when we talk about 'global mass media'.

Research questionsCentral research question

What is the relation between global mass media and the sustainability of multicultural global cities?

Sub questions


Article name: Looking At Mass Media Communication Audiences Media essay, research paper, dissertation