Mass Media

Mass Media

Major Developments in the Evolution of Mass Media during the last Century

            Research by Campbell, Martin and Fabos (2011) shows that media has been changing at a faster rate from the time of its inception. Although print was the primary type of media for the longest duration, when the television and radio became the major forms of media, they introduced things that print could not have achieved. Individuals tuning to televisions and radios were well exposed to campaigns involving marketing, sexuality, visual violence, relief and suffering and start of idolization. As technology continue expanding and maturing, the age of electronics began and has made mass media to expand exponentially, information became possible to access at a faster rate, huge information could be accessed by people from various locations and circulated. Brown (2013) states that the development in the last century made it possible for marketing and ads to reach the attention of people faster depending on the use of internet by individuals. In the last century, there was the development of internet that influenced the spread and development of media and giving the power of information transfer through the media. Since the last century, the publisher and print media are no longer the major player in the media group.

Campbell et al., (2011) postulates that, although the government, journalist and even the news associates, individuals can be able to access information, add their input and be in apposition to spread the information on his or her topics to other people in different locations can start the information. Since the last century, people relying on various developments of media are able to create it themselves through blogs, websites, and sites on social media including twitter and Facebook, through smart and cell phones and other forms that came to be in the last century.

Additional sources of media including blogs and sites of social networking are considered emerging mass media because they do not come from trained publishers or journalist but the public and this development has influenced social media greatly over the last ten years. Although people have high preference on traditional media, it does not imply that information coming from the emerging media sources is not efficient and credible.

How have these developments influenced American Culture?

            Obviously, because ways of accessing media have continued evolving, so has the ways it influence the individuals accessing it. When television and radio media news emerged popular, most people used them and the newspapers and magazines as their main source of information, and most of them did not argue or question about the source of the information. Since the last century, people have continued receiving much information from various sources, and view that there exist more opinions and views in both modern and traditional media. Campbell et al., (2011) argues that media can be able to influence the views and opinions of community in severe ways that can be bad and good.

The drastic growth of media has enabled people to become more informed on social matters, economic wellbeing among others across the globe. However, as Brown (2013) records, as people receive more information, they can be more susceptible to biasness of information that can attempt to divert opinions and views to support the negative or biased information. As individuals continue being aware about media evolution and development, they are able to discover the truth that enable them in forming their own opinion based on their education. The American culture embrace this as being a critical factor in the lives of people on daily basis. People feel that they are controlled by the ruling bodies or government but they feel that people are in full control of their country and the emerging media since the last century has made this so.  


Campbell, R., Martin, C. R., & Fabos, B. (2011). Media and culture: An introduction to mass communication. Macmillan.

Brown, J. A. (2013). Television’, Critical Viewing Skills’, Education: Major Media Literacy Projects in the United States and Selected Countries. Routledge.

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