mass communication disadvantages essay

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Advantages and Disadvantages of Mass Communication

We have come a long way from sharing things with our community to sharing them with the world. All this is made possible because of mass communication, a type of communication . Now we have the Internet , which connects the world , creating a platform for anyone to share and know everything. We also have various types of mass media such as social media , digital media, television, and radio which promote mass communication. Even though we are more connected than we ever were, it’s still paradoxical, considering it leads to isolation. We will look at both the advantages and disadvantages of mass communication in this analysis.

Table of Contents

Advantages of Mass Communication

The biggest benefit of mass communication is that it makes communication among larger audiences feasible. Here are some other benefits:

1. Global communication

Thanks to mass communication, we can now stay connected to each other more. Considering we can communicate globally, creating awareness among the public has become attainable. This is especially good news when it comes to creating awareness about health and the environment. It provides a medium people can use to educate themselves and follow actions that have a positive impact, all the while making the world a better place. And, in times of crisis, it allows others to send help.

2. Freedom of expression

There was a time when not everyone was allowed to express their thoughts and opinions. Even if they were, they didn’t have the means to do so. But, those days are gone now. Mass communication has made it possible for everyone to express themselves freely, giving them a voice. It is easily accessible, so people don’t have to go out of their way to support what they believe in. They can use social and digital media where their voices will be heard by millions and billions of people.

3. Business communication

For businesses to prosper, they should be able to acquire more customers and retain the existing ones. What’s a better way to achieve this goal than using mass communication? If it were not for advertisements and marketing, the customers wouldn’t know about the existence of various brands, making it difficult for them to do business. Using business communication, it has become easier to build a good customer base.

4. Helps spread Art and Culture

Mass communication is a tool that can help the wide spread of traditional art and culture with ease. This era of the internet has truly helped mass communication by giving it wings. Previously, only newspapers and radio shows could attract new enthusiasts to enjoy the finer traditional culture, but today, we have numerous social media platforms that can advertise and propagate the value of traditions and culture. People are even actively trying to do something new with their culture in hopes of making it trending, thus advocating for the need for such avenues in our lives.

5. Network of information

Right from performing a simple search function to learning courses, the Internet has got you covered. Social media allows anyone to learn anything they are interested in, and there is no shortage of information. It allows easy electronic duplication of information, thus making mass education possible. Along with this, it saves a lot of costs that are otherwise spent on the production of information. Apart from educational purposes, people can use mass media for entertainment purposes.

6. Promotes diversity

Since we can communicate worldwide using mass communication, diversity comes naturally. You might have come across TV and radio programs that are dedicated to exploring different cultures globally. It promotes diversity and lets the world know about diverse art and culture. It can be a great learning experience to see the world from different perspectives. And, not only that, you can basically travel the world virtually without actually going there. It shows the cultural practices and beliefs of various groups, allowing you to learn something new every time.

Disadvantages of Mass Communication

You might have heard that powerful people own mass media. There is definitely some truth to it, making it a disadvantage of mass communication. Here are some other drawbacks:

1. Unreliable news

It’s said you should believe half of what you see and none of what you hear, and there is a reason behind it. But, most of the mass media is about what we see and hear. It can be used by powerful people to show the public what they want and make them believe it. Moreover, the unreliability of news can have consequences. Since it is easy to spread misinformation through media, it can be used to manipulate people. These spreads lie among the masses and create a hateful environment.

2. Health concerns

Along with using media to change people’s mindsets, it can also lead to physical health issues. Sometimes the news and information can get so addictive that people spend their whole day watching them. And, these results in eyesight and hearing problems. If you have experienced this, you know how unproductive it makes you feel at the end of the day. It feels worse knowing that you have wasted your time, consuming unwanted content because you were distracted.

3. It can promote wrong values

One of the major drawbacks of mass media is that it may promote the wrong virtues. How often have you seen content that promotes smoking, drugs, and other censored topics? Despite being harmful to public health, mass media still promotes and even glamorizes them. In addition to this, they showcase harmful stunts, which, when performed by people, can lead to personal injuries. Additionally, some media contents are not appropriate for children. This leads to another drawback: manually limiting their access to this type of content can be a chore.

4. Mass communication can be used to promote Hate and Disinformation

Since mass communication can plant an idea in our midst, there is no guarantee that others won’t misuse it. It is a powerful tool, especially today when everyone has an outlet just a finger touch away. This ease of convenience has also made communication technology a tool for promoting hate and propagating disinformation. Objectively speaking, such attempts are, more often than not, part of a larger narrative, aligning with some agenda.

But the vastness of this mode of communication and its dynamic nature also helps cover any shady on goings. As a result, people could come to believe such negative thoughts and ideals to be the norm and trust any disinformation solely because of the source. One famous example is the spread of fake news and untruthful facts over popular mass communication platforms such as Facebook and WhatsApp. Modern technology and communication should be used wisely, for the good.

4. Compromised privacy

The relationship between mass media and the security of personal information is quite complicated. There have been a lot of data breach incidents which has forced people to think about their compromised privacy. The mass media reaches out to a large audience, making millions of them vulnerable to data exploitation. To deal with these privacy issues, tighter regulations are imposed, and companies are held accountable. But this is not enough, and individuals should be careful about what they share on social media.

Even though the mass media can be used to spread information, the truth is that it can be exploited just as easily. In recent times, the frequency of hacking has increased. Most of the time, social networks are hacked. Furthermore, along with individuals, corporate accounts are hacked, leading to massive losses. The personal details of the users shared online are hacked by cybercriminals, and used against them. So, while media allows for mass communication, the intentions of participants aren’t always genuine.

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mass communication

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mass communication , process of sharing information with a large audience. Mass communication is accomplished via mass media —that is, technology capable of sending messages to great numbers of people, many of whom are unknown to the sender (e.g., television ). The purposes of mass communication include entertainment, education , and political propaganda . Among the fields of endeavour that engage in mass communication are marketing , public relations , and journalism .

Mass communication is a complicated phenomenon. Its use has had a significant impact on society, shaping not only cultural norms and values but also the way people perceive and interact with the world. It disseminates new ideas and beliefs, and it affects its audiences’ buying habits, styles, schedules, and health. The producers of content for mass media have the power to set the agenda for public discourse by determining which issues are deemed most important—or, indeed, which issues receive any attention at all. Consequently, political power relies in part on the effective use of mass communication. The field of mass communication is therefore broad and encompasses many different areas. Scholars research how mass media is produced, deployed , consumed, and otherwise used, but they also study the legalities and ethics involved in mass communication, the ultimate effect of mass media on those who consume it, and other related political, social, and cultural issues. Among the many theories that have resulted from this intellectual inquiry are the two-step flow model of communication , which is concerned with how information is filtered through active media users who act as opinion leaders for less active media consumers; the spiral of silence theory , which suggests that people with minority opinions tend to censor themselves; and the uses and gratifications theory, which posits that people do not simply receive information but rather seek out the information that they need or want.

Opportunities for mass communication first appeared with the invention of writing . A pharaoh, for example, could make proclamations to his subjects via hieroglyphics on a monument. However, the age of widespread mass communication is often said to have begun in the 15th century with Johannes Gutenberg’s invention of the printing press , which made it possible to produce books, pamphlets, and other printed materials at relatively low cost. Gutenberg’s creation led not only to the dissemination of information but also to the spread of literacy and education, as people adapted to take advantage of the new opportunities the press offered. The technology of sharing the written word was thus democratized, making mass communication possible for the masses themselves.

Another leap forward occurred in the 19th century: In 1844 Samuel Morse completed the first large-scale telegraph line, allowing for the rapid transmission of messages over long distances using electrical signals. This system led to the development of the first news agencies, such as the Associated Press (AP) in the United States , which were able to gather and disseminate news from around the world in a matter of minutes. It has been argued that among the effects of this innovation was a consolidation of the national character as people in disparate regions simultaneously reacted to the same news, often with the same emotions.

In the early 20th century, mass communication became ubiquitous and instantaneous. The popularization of motion pictures in the first decades of the century and of radio in the 1920s brought heightened immediacy to mass communication and revolutionized not only the news but also music, politics, and entertainment. Celebrity culture , consumer culture, and other aspects of modern society all began to manifest in ways that are still recognizable today. Moreover, the effectiveness of these new methods of mass communication further homogenized their audiences, giving rise to an ever more identifiable mass culture . When the television replaced the radio as the public’s mass medium of choice in the 1950s, these societal changes only accelerated.

With the development of the Internet and the proliferation of digital media in the 21st century, almost every aspect of mass communication has again changed dramatically. Like Gutenberg’s press, new technologies have resulted in the more equitable distribution of the ability to communicate with large audiences. Once, only the owners of newspapers, radio stations, and television broadcasters possessed the means of influencing popular opinion, but now anyone can participate in the public forum through social media , blogs, and other online platforms. The effect of this more diverse and decentralized media landscape has been the dissemination of a wider range of voices and perspectives.

However, the age of information has also led to concerns about the spread of misinformation and “fake news.” The ease with which information can be shared and spread online has also made it easier for misinformation to be spread quickly and widely. Documented consequences include risks to public health , financial losses, and the spread of extreme ideologies . Calls for increased media literacy and education have been made so that people can better discern the credibility of the information they are consuming.

21 Advantages & Disadvantages of New Media (College Essay Ideas)

Chris Drew (PhD)

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

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When writing a college essay on new media, make sure you cover the following points. These points can help you add depth and detail to your essay.

To write a strong essay, I recommend paraphrasing the following points and turning each point into a full paragraph . Provide clear examples and reference a source for each paragraph. You can use the sources listed below, but remember to use your college’s referencing style when citing your sources.

There are both pros and cons of new media. So it’s important to give a well-rounded analysis that shows you have considered your essay from both old and new media perspectives.

Old Media vs New Media

Here’s the difference between old and new media:

• Old media are media that were owned and controlled by large companies and disseminated through one-way communication methods. Examples include newspapers, film and television.
• New media are media that can be produced and distributed digitally by anyone with an internet connection and generally involve two-way communication. Examples include blogs, social media (like Facebook and Twitter) and online forums.

My favorite definition is from Logan (2010, p. 4) :

“The term ‘new media’ will generally refer to those digital media that are interactive, will incorporate two-way communication, and involve some form of computing.”

New media like Facebook and Twitter have made communication, socialization, sharing and interacting easier for people with an internet connection. We can now not only be the consumers of information but also information producers . Sharing news, thoughts and opinions to a global audience is no longer something only the rich and powerful can do. Anyone with a Twitter handle how has global reach.

Advantages of Old Media

1. Old media have broad reach. Old media were designed as a form of mass communication that was to be broadcast to the masses. From the invention of the printing press in 1440 to the 1980s, print media such as newspapers, then radio, and finally television, followed this same broadcast formula. One message was broadcast to an entire population of a nation. People of all ages got their news from a small amount of publications that had extremely broad reach across a population.

2. Urgent information is broadly dispersed. A follow-up benefit of this broad reach of old media was that information of public importance was distributed rapidly. Still today, when a public disaster occurs, most people turn to old media of television and radio to get important information from authorities. This information is often controlled by, distributed by, and policed by the government so everyone gets the same information about how to protect themselves during times of emergency.

3. The people who control news dissemination are authorities and experts. Old media has important gatekeepers (Carr, 2012) to ensure the quality and authenticity of information. Published information is parsed by editors and producers to ensure it is true. People along the information supply train are trained and experienced journalists, and their editors provide checks and balances to what is distributed in newspaper, radio and television broadcasts. By contrast, new media can be produced and disseminated by anybody with an internet connection, leading to misinformation. This is one possible con of the internet .

4. Extreme views do not spread easily. Because of the control that gatekeepers exert over old media, unfettered media bias , extreme and radical opinions are curtailed. Untrue information can be prevented and filtered and offensive information can be bleeped out to protect children. Unfortunately with the rise of social media, our world has become increasingly polarized and radicalized (Thompson, 2011) . This is largely due to the fact those gatekeepers aren’t there to provide quality control for information anymore.

5. A sense of community and social cohesion develops. Benedict Anderson (1983) theorized that the emergence of the printing press led to the concept of the ‘nation’. He said that when people of a nation all started to read the same information each day, they began to see themselves as a community. Before then, our sense of community was to people in our villages. After that, we saw ourselves as an “imagined community” who share a common set of values and culture.

Related: Imagined Communities Pros and Cons

Disadvantages of Old Media

6. Minority views can be marginalized. There is extensive literature that shows that people of color, women, and other minorities have had their views curtailed and silenced in old media. Instead, dominant views are perpetuated by old media. Critical theory and post-structuralism (inspired in large part by Michel Foucault) have long stressed that media has produced unfair stereotypes and narratives about minorities. Old media were complicit in the reproduction and normalization of ‘dominant discourses’, and have long silenced minority or unpopular opinions.

7 The government and oligarchs often control the message. Throughout the 20th Century, the ability to share information was controlled by a small group of people. This helped them to maintain their power. In Manufacturing Consent , Herman and Chomsky (2010) highlight how corporate America and media oligarchs (such as Rupert Murdoch) have had a mutually beneficial relationship where they perpetuated untruths and propaganda in order to maintain their positions of power in society. To a greater extreme, in socialist nations, governments literally censor the ‘old’ press and only allow favorable media coverage.

8. Old media don’t get much instant feedback. Today, when you broadcast something on the internet, it gets comments and re-tweets to provide the writer with instantaneous feedback. This isn’t the case with traditional media like television , which broadcast information without an instantaneous response (one exception might be talk back radio). Interestingly, many major communication models in the 20th Century that had a linear structure (e.g. the Laswell model and the Shannon-Weaver model ) are largely outdated due to the two-way communication features of new media.

9. People don’t listen to or respect old media anymore. The declining trust in expertise and authority is widely a result of the emergence of new media. As previously marginalized and even extreme voices have been magnified by new media, people have started turning away from old media and considering it to be elitist and untrue. Whether these claims are accurate or not, the declining trust in old media means it doesn’t have the clout it once did.

Advantages of New Media

10. Information production is no longer just for the elites. In the era of blogs, social media , and instant communication, elites and the powerful no longer hold a monopoly on mass dissemination of information. Anyone with an internet connection can now have their beliefs and opinions broadcast to anyone around the world who wants to listen. This removal of gatekeepers has allowed us to become not just information consumers, but also information producers.

11. People can find their ‘tribe’. With the rise of the internet, people can connect to people who share their interests from around the world. This has led to the rise of a multitude of internet subcultures where people get together on forums and associate with their ‘tribe’. Now, subculture groups (goths, LGBTQI youth, punks, etc.) who feel out of place among their friends from school can go online and connect with people who share their experiences.

12. National borders are less of a barrier. In the 20th Century, our ability to communicate was often restricted to people in our local community. This limited who we could associate with. The rise of dispersed tribes could have the effect of undermining traditional cultural groups (based around national identities, etc.) and instead allow us to link up with our dispersed sub-cultural groups around the world.

13. Minority views and opinions can gain traction. People from minority groups that were traditionally excluded from old mass media platforms have found platforms to share their opinions online. Together, they have been able to form groups large enough to have their voices heard. Silenced voices have risen up – from the #metoo movement to the Arab Spring – to change our world for the better.

14. We can stay in touch. Prior to social media platforms like Facebook, we often lost touch with people form out past. But now, thanks to social media, we can watch people from a distance and share our major achievements, milestones and life changes to stay in touch with people on our distant periphery.

15. News is instantaneous. Thanks to news apps, Twitter, etc., news spreads faster than ever. We no longer need to wait until the 6pm news to access our news. As part of this instantaneous access to knowledge, we now have what’s known as the “24 hour news cycle”. Consumers have an insatiable appetite for news, so new media have to pump out an ongoing stream of ever more sensationalized news articles.

16. News producers get instant feedback. As soon as a piece of news is pumped out, tweets fling back and comments are provided to show feedback. Digital analytics software identifies which headlines get the most clicks and can show how long people spend reading each article . These qualitative and quantitative big data coalesce to help news producers to create content that best serves their consumers.

Disadvantages of New Media

17. Misinformation spreads like wildfire. Without traditional gatekeepers of knowledge such as editors and publishing houses, there is nobody controlling which information is disseminated. Misinformation has become widespread in the 21st Century thanks to social media (Allcott, Gentzkow & Yu, 2019). This causes fringe conspiracy theories and even doctored images to influence people’s political and social views.

18. We can live in an ideological bubble. New media often allow us to ‘subscribe’ to our own news networks and favorite information producers. Without the need to have widespread mass appeal, new media target dispersed niche and ideological markets. Conservatives begin to only consume conservative media; and liberals only consume liberal media. People begin to only reinforce their personal views, causing social polarization.

19. There is fierce media competition. While in the past there were three or four major news organizations, now there are diverse and numerous sources for news. Small news websites with fresh takes for niche audiences popped up, crowding the market with information. In this crowded media market, there is competition in all niches, and brands need to have a fresh take to get attention.

20. There is a wider customer base for companies large and small. While competition is more fierce than ever, there is also a bigger customer base than ever before. Websites target global audiences and have global reach. A savvy media producer or social media marketer can expand their market globally – beyond what traditional media was generally capable of.

21. Children can access inappropriate information more easily. New media gives on-demand access to information. While in the past adult content was broadcast late at night, today it can be accessed day and night. Scholars like Neil Postman (1985) argue that there is a “disappearance of childhood” as a result of how media is changing. As children have greater access to adult information, the innocence of childhood is being decayed earlier than ever.

For your essay you might have to take a position on whether new media has been a ‘positive’ or a ‘negative’ force in society. In reality, there is no clear answer here: it’s been both positive and negative, in different ways. But we can clearly see that it has changed society significantly. It plays a huge role in political campaigns and changing how companies communicate with potential consumers. By outlining all the different facets of the advantages and disadvantages of new media, you can show the person grading your paper your deep and nuanced knowledge of the impact of new media on society.

Allcott, H., Gentzkow, M., & Yu, C. (2019). Trends in the diffusion of misinformation on social media.  Research & Politics ,  6 (2).

Anderson, B. (2006).  Imagined communities: Reflections on the origin and spread of nationalism . New York: Verso books.

Carr, J. (2012). No laughing matter: the power of cyberspace to subvert conventional media gatekeepers.  International journal of communication ,  6 , 21.

Herman, E. S., & Chomsky, N. (2010).  Manufacturing consent: The political economy of the mass media . New York: Random House.

Kellner, D., Dines, G., & Humez, J. M. (2011). Gender, race, and class in media: A critical reader. New York: Sage.

Logan, R. K. (2010).  Understanding new media: extending Marshall McLuhan . New York: Peter Lang.

Postman, N., (1985). The disappearance of childhood. Childhood Education ,  61 (4), pp.286-293.

Thompson, R. (2011). Radicalization and the use of social media.  Journal of strategic security ,  4 (4), 167-190.

• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd-2/ 10 Reasons you’re Perpetually Single
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd-2/ 20 Montessori Toddler Bedrooms (Design Inspiration)
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd-2/ 21 Montessori Homeschool Setups
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd-2/ 101 Hidden Talents Examples

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15.2 Functions and Theories of Mass Communication

Learning objectives.

• Identify key functions of the mass media.
• Explain how the media functions as a gatekeeper.
• Discuss theories of mass communication, including hypodermic needle theory, media effects, and cultivation theory.

How does mass communication function differently than interpersonal communication? Do we have relationships with media like we have relationships with people? To answer these questions, we can look at some of the characteristics and functions of mass communication. One key characteristic of mass communication is its ability to overcome the physical limitations present in face-to-face communication. The human voice can only travel so far, and buildings and objects limit the amount of people we can communicate with at any time. While one person can engage in public speaking and reach one hundred thousand or so people in one of the world’s largest stadiums, it would be impossible for one person to reach millions without technology.

Another key characteristic of mass communication in relation to other forms of communication is its lack of sensory richness. In short, mass communication draws on fewer sensory channels than face-to-face communication. While smell, taste, and touch can add context to a conversation over a romantic dinner, our interaction with mass media messages rely almost exclusively on sight and sound. Because of this lack of immediacy, mass media messages are also typically more impersonal than face-to-face messages. Actually being in the audience while a musician is performing is different from watching or listening at home. Last, mass media messages involve less interactivity and more delayed feedback than other messages. The majority of messages sent through mass media channels are one way. We don’t have a way to influence an episode of The Walking Dead as we watch it. We could send messages to the show’s producers and hope our feedback is received, or we could yell at the television, but neither is likely to influence the people responsible for sending the message. Although there are some features of communication that are lost when it becomes electronically mediated, mass communication also serves many functions that we have come to depend on and expect.

Functions of Mass Media

The mass media serves several general and many specific functions. In general, the mass media serves information, interpretation, instructive, bonding, and diversion functions:

• Information function. We have a need for information to satisfy curiosity, reduce uncertainty, and better understand how we fit into the world. The amount and availability of information is now overwhelming compared to forty years ago when a few television networks, local radio stations, and newspapers competed to keep us informed. The media saturation has led to increased competition to provide information, which creates the potential for news media outlets, for example, to report information prematurely, inaccurately, or partially.
• Interpretation function. Media outlets interpret messages in more or less explicit and ethical ways. Newspaper editorials have long been explicit interpretations of current events, and now cable television and radio personalities offer social, cultural, and political commentary that is full of subjective interpretations. Although some of them operate in ethical gray areas because they use formats that make them seem like traditional news programs, most are open about their motives.
• Instructive function. Some media outlets exist to cultivate knowledge by teaching instead of just relaying information. Major news networks like CNN and BBC primarily serve the information function, while cable news networks like Fox News and MSNBC serve a mixture of informational and interpretation functions. The in-depth coverage on National Public Radio and the Public Broadcasting Service, and the more dramatized but still educational content of the History Channel, the National Geographic Channel, and the Discovery Channel, serve more instructive functions.
• Bonding function. Media outlets can bring people closer together, which serves the bonding function. For example, people who share common values and interests can gather on online forums, and masses of people can be brought together while watching coverage of a tragic event like 9/11 or a deadly tornado outbreak.
• Diversion function. We all use the media to escape our day-to-day lives, to distract us from our upcoming exam, or to help us relax. When we are being distracted, amused, or relaxed, the media is performing the diversion function.

Just as a gate controls the flow of traffic, the media acts as a gatekeeper, allowing some messages to travel through and others not.

Jacqui – Gates – CC BY-NC-ND 2.0.

The Media as Gatekeeper

In addition to the functions discussed previously, media outlets also serve a gatekeeping function , which means they affect or control the information that is transmitted to their audiences. This function has been analyzed and discussed by mass communication scholars for decades. Overall, the mass media serves four gatekeeping functions: relaying, limiting, expanding, and reinterpreting (Bittner, 1996). In terms of relaying, mass media requires some third party to get a message from one human to the next. Whereas interpersonal communication only requires some channel or sensory route, mass media messages need to “hitch a ride” on an additional channel to be received. For example, a Sports Illustrated cover story that you read at SI.com went through several human “gates,” including a writer, editor, publisher, photographer, and webmaster, as well as one media “gate”—the Internet. We also require more than sensory ability to receive mass media messages. While hearing and/or sight are typically all that’s needed to understand what someone standing in front of you is saying, you’ll need a computer, smartphone, or tablet to pick up that SI.com cover story. In summary, relaying refers to the gatekeeping function of transmitting a message, which usually requires technology and equipment that the media outlet controls and has access to, but we do not. Although we relay messages in other forms of communication such as interpersonal and small group, we are primarily receivers when it comes to mass communication, which makes us depend on the gatekeeper to relay the message.

In terms of the gatekeeping function of limiting, media outlets decide whether or not to pass something along to the media channel so it can be relayed. Because most commercial media space is so limited and expensive, almost every message we receive is edited, which is inherently limiting. A limited message doesn’t necessarily mean the message is bad or manipulated, as editing is a necessity. But a range of forces including time constraints, advertiser pressure, censorship, or personal bias, among others, can influence editing choices. Limiting based on bias or self-interest isn’t necessarily bad as long as those who relay the message don’t claim to be objective. In fact, many people choose to engage with media messages that have been limited to match their own personal views or preferences. This kind of limiting also allows us to have more control over the media messages we receive. For example, niche websites and cable channels allow us to narrow in on already-limited content, so we don’t have to sift through everything on our own.

Gatekeepers also function to expand messages. For example, a blogger may take a story from a more traditional news source and fact check it or do additional research, interview additional sources, and post it on his or her blog. In this case, expanding helps us get more information than we would otherwise so we can be better informed. On the other hand, a gatekeeper who expands a message by falsifying evidence or making up details either to appear more credible or to mislead others is being unethical.

Last, gatekeepers function to reinterpret mass media messages. Reinterpretation is useful when gatekeepers translate a message from something too complex or foreign for us to understand into something meaningful. In the lead-up to the Supreme Court’s June 2012 ruling on President Obama’s health-care-overhaul bill, the media came under scrutiny for not doing a better job of informing the public about the core content and implications of the legislation that had been passed. Given that policy language is difficult for many to understand and that legislation contains many details that may not be important to average people, a concise and lay reinterpretation of the content by the gatekeepers (the media outlets) would have helped the public better understand the bill. Of course, when media outlets reinterpret content to the point that it is untruthful or misleading, they are not ethically fulfilling the gatekeeping function of reinterpretation.

In each of these gatekeeping functions, the media can fulfill or fail to fulfill its role as the “fourth estate” of government—or government “watchdog.” You can read more about this role in the “Getting Critical” box.

“Getting Critical”

The Media as “Watchdog”

While countries like China, North Korea, Syria, and Burma have media systems that are nearly if not totally controlled by the state regime, the media in the United States and many other countries is viewed as the “watchdog” for the government. This watchdog role is intended to keep governments from taking too much power from the people and overstepping their bounds. Central to this role is the notion that the press works independently of the government. The “freedom of the press” as guaranteed by our First-Amendment rights allows the media to act as the eyes and ears of the people. The media is supposed to report information to the public so they can make informed decisions. The media also engages in investigative reporting, which can uncover dangers or corruption that the media can then expose so that the public can demand change.

Of course, this ideal is not always met in practice. Some people have critiqued the media’s ability to fulfill this role, referring to it instead as a lapdog or attack dog. In terms of the lapdog role, the media can become too “cozy” with a politician or other public figure, which might lead it to uncritically report or passively relay information without questioning it. Recent stories about reporters being asked to clear quotes and even whole stories with officials before they can be used in a story drew sharp criticism from other journalists and the public, and some media outlets put an end to that practice. In terms of the attack-dog role, the twenty-four-hour news cycle and constant reporting on public figures has created the kind of atmosphere where reporters may be waiting to pounce on a mistake or error in order to get the scoop and be able to produce a tantalizing story. This has also been called being on “scandal patrol” or “gaffe patrol.” Media scholars have critiqued this practice, saying that too much adversarial or negative reporting leads the public to think poorly of public officials and be more dissatisfied with government. Additionally, they claim that attack-dog reporting makes it more difficult for public officials to do their jobs (Coronel, 2008).

• In what ways do you think the media should function in a democratic society?
• Do you think the media in the United States acts more as a watchdog, lapdog, or attack dog? Give specific examples to support your answer.
• In an age of twenty-four-hour news and instant reporting, do you think politicians’ jobs are made easier or more difficult? Do you think reporters’ jobs are made easier or more difficult? Support your answers.

Theories of Mass Communication

Theories of mass communication have changed dramatically since the early 1900s, largely as a result of quickly changing technology and more sophisticated academic theories and research methods. A quick overview of the state of the media in the early 1900s and in the early 2000s provides some context for how views of the media changed. In the early 1900s, views of mass communication were formed based on people’s observation of the popularity of media and assumptions that something that grew that quickly and was adopted so readily must be good. Many people were optimistic about the mass media’s potential to be a business opportunity, an educator, a watchdog, and an entertainer. For example, businesses and advertisers saw media as a good way to make money, and the educator class saw the media as a way to inform citizens who could then be more active in a democratic society. As World War I and the Depression came around, many saw the media as a way to unite the country in times of hardship. Early scholarship on mass media focused on proving these views through observational and anecdotal evidence rather than scientific inquiry.

Fast forward one hundred years and newspapers are downsizing, consolidating to survive, or closing all together; radio is struggling to stay alive in the digital age; and magazine circulation is decreasing and becoming increasingly more focused on microaudiences. The information function of the news has been criticized and called “infotainment,” and rather than bringing people together, the media has been cited as causing polarization and a decline in civility (Self, Gaylord, & Gaylord, 2009). The extremes at each end of the twentieth century clearly show that the optimistic view of the media changed dramatically. An overview of some of the key theories can help us better understand this change.

Hypodermic Needle and Beyond

In the 1920s, early theories of mass communication were objective, and social-scientific reactions to the largely anecdotal theories that emerged soon after mass media quickly expanded. These scholars believed that media messages had strong effects that were knowable and predictable. Because of this, they theorized that controlling the signs and symbols used in media messages could control how they were received and convey a specific meaning (Self, Gaylord, & Gaylord, 2009).

The hypodermic needle theory of media effects claimed that meaning could be strategically placed into a media message that would then be “injected” into or transmitted to the receiver.

ChrisWaldeck – The Media Needle – CC BY-NC 2.0.

Extending Aristotle’s antiquated linear model of communication that included a speaker, message, and hearer, these early theories claimed that communication moved, or transmitted, an idea from the mind of the speaker through a message and channel to the mind of the listener. To test the theories, researchers wanted to find out how different messages influenced or changed the behavior of the receiver. This led to the development of numerous theories related to media effects. Media businesses were invested in this early strand of research, because data that proved that messages directly affect viewers could be used to persuade businesses to send their messages through the media channel in order to directly influence potential customers.

This early approach to studying media effects was called the hypodermic needle approach or bullet theory and suggested that a sender constructed a message with a particular meaning that was “injected” or “shot” into individuals within the mass audience. This theory is the basis for the transmission model of communication that we discussed in Chapter 1 “Introduction to Communication Studies” . It was assumed that the effects were common to each individual and that the meaning wasn’t altered as it was transferred. Through experiments and surveys, researchers hoped to map the patterns within the human brain so they could connect certain stimuli to certain behaviors. For example, researchers might try to prove that a message announcing that a product is on sale at a reduced price will lead people to buy a product they may not otherwise want or need. As more research was conducted, scholars began to find flaws within this thinking. New theories emerged that didn’t claim such a direct connection between the intent of a message and any single reaction on the part of receivers. Instead, these new theories claimed that meaning could be partially transferred, that patterns may become less predictable as people are exposed to a particular stimulus more often, and that interference at any point in the transmission could change the reaction.

These newer theories incorporated more contextual factors into the view of communication, acknowledging that both sender and receiver interpret messages based on their previous experience. Scholars realized that additional variables such as psychological characteristics and social environment had to be included in the study of mass communication. This approach connects to the interaction model of communication. In order to account for perspective and experience, mass media researchers connected to recently developed theories in perception that emerged from psychology. The concept of the gatekeeper emerged, since, for the first time, the sender of the message (the person or people behind the media) was the focus of research and not just the receiver. The concepts of perceptual bias and filtering also became important, as they explained why some people interpreted or ignored messages while others did not. Theories of primacy and recency, which we discussed in Chapter 9 “Preparing a Speech” , emerged to account for the variation in interpretation based on the order in which a message is received. Last, researchers explored how perceptions of source credibility affect message interpretation and how media messages may affect viewers’ self-esteem. By the 1960s, many researchers in mass communication concluded that the research in the previous twenty years had been naïve and flawed, and they significantly challenged the theory of powerful media effects, putting much more emphasis on individual agency, context, and environment (McQuail, 2010).

The next major turn in mass communication theory occurred only a few years after many scholars had concluded that media had no or only minimal effects (McQuail, 2010). In the 1970s, theories once again positioned media effects as powerful and influential based on additional influences from social psychology. From sociology, mass media researchers began to study the powerful socializing role that the media plays but also acknowledged that audience members take active roles in interpreting media messages. During this time, researchers explored how audience members’ schemata and personalities (concepts we discussed in Chapter 2 “Communication and Perception” ) affect message interpretation. Researchers also focused more on long-term effects and how media messages create opinion climates, structures of belief, and cultural patterns.

In the late 1970s and into the 1980s, a view of media effects as negotiated emerged, which accounts for the sometimes strong and sometimes weak influences of the media. This view sees the media as being most influential in constructing meanings through multiple platforms and representations. For example, the media constructs meanings for people regarding the role of technology in our lives by including certain kinds of technology in television show plots, publishing magazines like Wired , broadcasting news about Microsoft’s latest product, airing advertisements for digital cameras, producing science fiction movies, and so on. Although these messages are diverse and no one person is exposed to all the same messages, the messages are still constructed in some predictable and patterned ways that create a shared social reality. Whether or not the media intends to do this or whether or not we acknowledge that how we think about technology or any other social construct is formed through our exposure to these messages is not especially relevant. Many mass communication scholars now seek to describe, understand, or critique media practices rather than prove or disprove a specific media effect.

More recent media effects theories acknowledge that media messages do affect the receivers but that receivers also have some agency to reject or reinterpret the message.

Sean MacEntee – – CC BY 2.0.

Additionally, mass communication scholars are interested in studying how we, as audience members, still have agency in how these constructions affect our reality, in that we may reject, renegotiate, or reinterpret a given message based on our own experiences. For example, a technology geek and a person living “off the grid” have very different lives and very different views of technology, but because of their exposure to various forms of media that have similar patterns of messages regarding technology, they still have some shared reality and could talk in similar ways about computers, smartphones, and HD television. Given the shift of focus to negotiated meaning and context, this view of mass communication is more in keeping with the transactional model of communication.

Media Effects

Media effects are the intended or unintended consequences of what the mass media does (McQuail, 2010). Many of the key theories in mass communication rest on the assumption that the media has effects on audience members. The degree and type of effect varies depending on the theory. In general, we underestimate the effect that the media has on us, as we tend to think that media messages affect others more than us. This is actually so common that there is a concept for it! The third-party effect is the phenomenon just described of people thinking they are more immune to media influence than others. If this were true, though, would advertisers and public relations professionals spend billions of dollars a year carefully crafting messages aimed at influencing viewers?

There are certain media effects that are fairly obvious and most of us would agree are common (even for ourselves). For example, we change our clothes and our plans because we watch the forecast on the Weather Channel, look up information about a band and sample their music after we see them perform on a television show, or stop eating melons after we hear about a salmonella outbreak. Other effects are more difficult to study and more difficult for people to accept because they are long term and/or more personal. For example, media may influence our personal sense of style, views on sex, perceptions of other races, or values just as our own free will, parents, or friends do. It is difficult, however, to determine in any specific case how much influence the media has on a belief or behavior in proportion to other factors that influence us. Media messages may also affect viewers in ways not intended by the creators of the message. Two media effects that are often discussed are reciprocal and boomerang effects (McQuail, 2010).

The reciprocal effect points to the interactive relationship between the media and the subject being covered. When a person or event gets media attention, it influences the way the person acts or the way the event functions. Media coverage often increases self-consciousness, which affects our actions. It’s similar to the way that we change behavior when we know certain people are around and may be watching us. For example, the Occupy Movement that began on Wall Street in New York City gained some attention from alternative media and people using micromedia platforms like independent bloggers. Once the movement started getting mainstream press attention, the coverage affected the movement. As news of the Occupy movement in New York spread, people in other cities and towns across the country started to form their own protest groups. In this case, media attention caused a movement to spread that may have otherwise remained localized.

The boomerang effect refers to media-induced change that is counter to the desired change. In the world of twenty-four-hour news and constant streams of user-generated material, the effects of gaffes, blunders, or plain old poor decisions are much more difficult to control or contain. Before a group or person can clarify or provide context for what was said, a story could go viral and a media narrative constructed that is impossible to backtrack and very difficult to even control. A recent example of such an effect occurred at the University of Virginia when the governing body of the university forced President Teresa A. Sullivan to resign. The board was not happy with the president’s approach to dealing with the changing financial and technological pressures facing the school and thought ousting her may make room for a president who was more supportive of a corporate model of university governance (Pérez-Peña, 2012). When the story picked up local and then national media coverage, students, faculty, and alumni came together to support Sullivan, and a week later she was reinstated. Instead of the intended effect of changing the direction and priorities for the university, the board’s actions increased support for the president, which will also likely add support to her plans for dealing with the issues.

Cultivation Theory

Cultivation theory is a media effects theory created by George Gerbner that states that media exposure, specifically to television, shapes our social reality by giving us a distorted view on the amount of violence and risk in the world. The theory also states that viewers identify with certain values and identities that are presented as mainstream on television even though they do not actually share those values or identities in their real lives (Griffin, 2009). Drawing on cultivation as it is practiced in farming, Gerbner turned this notion into a powerful metaphor to explain how the media, and television in particular, shapes our social realities. Just as a farmer plants seeds that he or she then cultivates over time to produce a crop, the media plants seeds in our minds and then cultivates them until they grow into our shared social reality.

Cultivation theory states that heavy television viewing cultivates, or grows, certain ways of thinking about the world that are distorted.

Yoshihide Nomura – Watching TV – CC BY-ND 2.0.

Over decades of exploring cultivation theory, Gerbner made several well-supported conclusions that are summarized as follows:

• Prime-time television shows and weekend morning children’s programming have been found to contain consistently high amounts of violence over the past thirty years.
• Older people, children, African Americans, and Latino/as are more likely to be shown as victims of violence than are their young-adult, middle-aged, and/or white counterparts. This disparity is more meaningful when we realize that these groups are also underrepresented (relative to their percentage in the general population) on these shows while their vulnerability to violence is overstated.

The effects of television viewing on our worldview build up over years, but in general, people who are more heavy viewers perceive the world as more dangerous than do light viewers. Gerbner coined the phrase “mean world syndrome,” which refers to the distorted view of the world as more violent and people as more dangerous than they actually are.

• Heavy viewers predict that their odds of being a victim of violence within the next week are 1 in 10, while light viewers predicted 1 in 100. Real crime statistics give a more reliable estimate of 1 in 10,000.
• Heavy viewers fear walking alone on the street more than do light viewers, believing that criminal activity is actually ten times more prevalent than it actually is.
• Heavy viewers believe that more people are involved in law enforcement and that officers draw and use their weapons much more than is actually the case.
• Heavy viewers are generally more suspicious of others and question their motives more than do light viewers (the basis of the mean world syndrome).
• Given that most people on television are portrayed as politically moderate and middle class, heavy viewers are more likely to assume those labels even though heavy users tend to be more working class or poor and more politically conservative than moderate. In short, they begin to view themselves as similar to those they watch on television and consider themselves a part of the mainstream of society even though they are not.

“Getting Competent”

Applying Media Theories

Although most do not get mass public attention, there are many media criticism and analysis organizations that devote much time and resources to observing, studying, and/or commenting on how the media acts in practice, which often involves an implicit evaluation of media theories we have discussed so far, in particular media effects theories. Media outlets and the people who send messages through media outlets (i.e., politicians, spokespeople, and advertisers) are concerned about the effects and effectiveness of their messaging. As we already learned, the pervasive view of media effects today is that media messages do affect people, but that people have some agency in terms of how much or little they identify with or reinterpret a message.

To understand media effects, media criticism organizations do research on audience attitudes and also call on media commentators to give their opinions, which may be more academic and informed or more personal and partisan. In either case, taking some time to engage with these media criticism organizations can allow you to see how they apply mass communication theories and give you more information so you can be a more critical and informed consumer of media. You can find a list of many media criticism organizations at the following link: http://www.world-newspapers.com/media.html . Some of these organizations have a particular political ideology or social/cultural cause that they serve, so be cautious when choosing a source for media criticism to make sure you know what you’re getting. There are also more objective and balanced sources of media criticism. Two of my personal favorites that I engage with every week are CNN’s show Reliable Sources ( http://reliablesources.blogs.cnn.com ) and the public radio show On the Media ( http://www.onthemedia.org ). Reliable Sources even has an implicit reference to reciprocal effects in its show description, stating, “The press is a part of every story it covers.” [1] On the Media ran a story that implicitly connects to cultivation theory, as it critiques some of the media’s coverage of violence and audiences’ seeming desensitization to it (Bernstein 2012).

• Of the “functions of mass media” discussed earlier in the chapter, which functions do media criticism organizations like the ones mentioned here serve? Specifically, give examples of how these organizations fulfill the gatekeeping functions and how they monitor the gatekeeping done by other media sources.
• Since media criticism organizations like Reliable Sources and On the Media are also media sources (one a television show and one a radio show), how might hey be contributing to reciprocal effects?
• Using the links provided, find a substantial article, study, or report that analyzes some media practice such as the covering of a specific event. Apply some aspect of media effects from the chapter to the story. How might media effects theory help us understand the criticism being raised?

Key Takeaways

• The mass media serves information, interpretation, instructive, bonding, and diversion functions.
• As a gatekeeper, the media functions to relay, limit, expand, and reinterpret information.
• The hypodermic needle theory of mass communication suggests that a sender constructs a message with a particular meaning that is “injected” into individuals within a mass audience.
• Theories of media effects explore the intended or unintended effects of what the media does. Theories have claimed strong effects, meaning that media messages can directly and intentionally influence audience members. They have also claimed weak effects, meaning that media messages have no little power over viewers. More recently, theories have claimed negotiated effects, meaning that media messages do affect viewers but that viewers also have some agency to identify with, reject, or reinterpret a message.
• Cultivation theory explores a particular kind of media effect claiming that media exposure, specifically to television, shapes our social reality by giving us a distorted view on the amount of violence and risk in the world.
• Which function of mass media (information, interpretation, instructive, bonding, or diversion) do you think is most important for you and why? Which is most important for society and why?
• What ethical issues are created by the gatekeeping function of the media? What strategies or suggestions do you have for bypassing this function of the media to ensure that you get access to the information you want/need?
• Getting integrated: Discuss media messages that have influenced or would influence you in a professional, academic, personal, and civic context.

Bernstein, B., “The Story of the Times Gory Empire State Shooting Photo,” On the Media , August 24, 2012, accessed September 20, 2012, http://www.onthemedia.org/blogs/on-the-media/2012/aug/24/story-times-gory-empire-state-shooting-photo1 .

Bittner, J. R., Mass Communication , 6th ed. (Boston, MA: Allyn and Bacon, 1996), 11.

Coronel, S. S., “The Media as Watchdog,” Harvard-World Bank Workshop, May 19, 2008, accessed September 19, 2012, http://www.hks.harvard.edu/fs/pnorris/Conference/Conference%20papers/Coronel%20Watchdog.pdf .

Griffin, E., A First Look at Communication Theory , 7th ed. (Boston, MA: McGraw-Hill, 2009), 352–53.

McQuail, D., McQuail’s Mass Communication Theory , 6th ed. (Thousand Oaks, CA: Sage, 2010), 457.

Pérez-Peña, R., “Ousted Head of University Is Reinstated in Virginia,” New York Times , June 26, 2012, accessed November 11, 2012, http://www.nytimes.com/2012/06/27/education/university-of-virginia-reinstates-ousted-president.html?pagewanted=all .

Self, C. C., Edward L. Gaylord, and Thelma Gaylord, “The Evolution of Mass Communication Theory in the 20th Century,” The Romanian Review of Journalism and Communication 6, no. 3 (2009): 29.

• “About This Show,” CNN Reliable Sources , accessed September 20, 2012, http://reliablesources.blogs.cnn.com . ↵

Communication in the Real World Copyright © 2016 by University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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Global Mass Communication: pros, cons and the driving force behind it

December 3, 2011 By Ryan Ruud Leave a Comment

The state of global mass communication today can be identified through a discussion of key concepts at play. Those concepts are: globalization, media concentration or conglomeration, electronic colonialism, and consumerism.

Many of these terms, such as globalization, struggle to have one widely accepted meaning. The challenges facing a standard in defining many of the international mass communications terms is often no more than a matter of point of view. For example, “globalization theories draw on a variety of different and sometimes contradictory perspectives” (Grugel & Hout qtd. in Kumar, 2003, p. 90). Still, common themes emerge allowing us to arrive at working definitions for the purpose of this essay.

The dark side of global mass communication

Robert Chrisman writes that globalization can be defined as a form of imperialism in which consumption and consumer values are extended, imposed upon the oppressed to fully assure identification with metropolitan values and to create the world in its own economic cultural image (Chrisman, 2008, p. 14).

Chrisman’s definition points to a strong economic tie in defining globalization while putting emphasis on consumption, imposition and culture. Specifically, Chrisman’s definition alludes to globalization working towards a form of global uniformity, most often Chrisman argues, a uniformity, which takes on the image of the dominant ideology.

Ron Anderson argues that globalization is more of a mantra and that globalization can “describe any form of the observed contemporary tendency for the movement of labour capital and investment, ideas, communications and technology, people and culture” (2010, p. 8).

Globalization defined then is strongly tied to the movement of resources (raw goods, information, technology, capital, culture etc. across borders. We’ll discuss later the implications of globalization in the state of international mass communications today.

Media concentration or conglomeration can be identified as the hyper-concentration of corporate holdings, including media properties (print, broadcast and digital) under giant corporate parents. In other words, the movement of media owned by many, to media owned by few and driven by corporate interests.

Electronic colonialism is a concept that can trace its roots to theory and “focuses on how global media [particularly digital and electronic] … influence how people look, think and act” (McPhail, 2010, p. 22). Additionally, it also implies a power of a dominant ideology over another.

Consumerism can be defined as the phenomenon that in many cases drives capitalism. The definition of a self or culture based on consumption.

These four terms, all share a common stakeholder, economics. Indeed, the flow of information is key to political, social and cultural power that eventually delivers a wealth of economic power to a dominant ideology.

State of Global Mass Communications Today

At the start of the new millennium, the world saw the merger of two media giants. Steven Case’s AOL, worth a whopping $163 billion, merged with Time Warner, led by Gerald Levin and worth an equally impressive $120 billion. The newly formed AOL Time Warner became the world’s largest media holding company boasting more than 292 separate companies within its control (Bagdikian, 2004, pgs. 30-32).

Just 20 years prior to the AOL-Time Warner merger, about 50 people owned a majority of the world’s media according to Ben Bagdikian, a world-renowned author on media concentration. By 2003, 5 companies controlled nearly all of the global media, those conglomerates are: Time Warner, Disney, News Corporation, Viacom, and Bertelsmann. The big 5 own not only media properties but also either own directly or influence heavily a variety of corporate interests. (2003, pgs. 27-50)

 “What is happening in communications is the same story of run amuck corporate cannibalism terrorizing most of American business” (Cohen, 1997, p. 39).

The early 2000s saw companies dominated by western ideology gobble up enormous media and communication capacity, a notion that decades prior had global organizations alarmed.

During the decades of the Cold War, the flow of information arose as a key topic in global affairs. As Western, particularly American interests, fought for the hearts and minds of countries at risk of falling to Soviet control the impact of international mass communication power and information took center stage.

 A pronounced concern over the future of international mass communications began to emerge, one concerned with the equitable distribution of information versus dominance by a culture seeking economic, cultural and political influence.

In 1946, the United Nations formed a specialized agency known as the United Nations Educational, Scientific, and Cultural Organization or UNESCO. UNESCO would host, for the next several decades, key conferences and debates on the topics of information and international mass communication (McPhail, 1981, pgs.  59-64).

UNESCO was arguably the most prominent organization involved in the concept of a New World Information Communication Order (NWICO) that sought a “more just and equitable balance in the flow and content of information” (McPhail, 1981, p 14).  Long before the mergers of today, organizations across the world worried about the flow of information controlled by the few, affecting the many.

The state of international mass communications then, is in many ways the same as then if only accelerated more today by technological advances. Those who own information and its flow maintain economic, political and cultural control and this is facilitated through conglomeration, globalization, electronic colonialism and consumerism.

The first decade of the new millennium would be filled with mergers and acquisitions that paint a picture of international mass communication systems owned and operated by just a few corporate giants who possess primarily a western cultural identity.

The media is trusted with serving as gatekeepers of information. By 2003 corporate interests dominated the world’s media, interests that are driven by profit.

Media corporations have always possessed the power to affect politics. That is not new in history. But the five dominant corporations: Time Warner, Disney, News Corporation, Viacom and Bertelsmann, have the power that media in the past history did not, power created by new technology and the near uniformity of their political goals (Bagdikian, 2004, p.11).

As previously defined, globalization can be described as the movement of resources (raw goods, information, technology, capital, culture etc.) across borders and in many cases quickly, in regards to information and communication, instantly. For the sake of international mass communications, globalization is concerned with the transfer of information, technology and culture most often.

The “deregulation of telecommunications systems and computerization have been called the parents of globalization” (Hacthen & Scotton, 2007, p. 2). Not shockingly, media is often hyped as playing a key role in globalization. It’s not surprising that “communication technologies have shaped current processes of cultural globalization” (Bielsa, 2008, p. 247).

With so many of the world’s communications systems and media outlets controlled by western cultures, the developing world is often subjected to the ideologies dominant in those western cultures, chief among them, consumerism which we will discuss in a moment.

The double edged-sword benefits of global mass communication?

One can argue that the capacity to communicate with someone across the globe instantly has many benefits that can be positive. “The free flow of information in our contemporary societies has greatly enhanced connectivity and facilitated globalization, but is has also brought with it the threat of cultural standardization” (Zayani, 2011, 48).

The standardization that Zayani suggests is accelerated through the phenomenon of electronic colonialism. “The global electronic network that has evolved over the last decade is forcing us to redefine our ideas of sovereignty” (Hachten & Scotton, 2007, pgs. 6-7). Electronic colonialism is rooted in theory that “focuses on how global media … influence how people look, think, and act” (McPhail, 2010, p 22).

McPhail has written on topics of international mass communications for years. Conglomeration and globalization are foundational pieces to electronic colonialism, which, he says, has “real potential to displace or alter previous cultural values, language, lifestyles or habits, activities, or family rituals” (McPhail, 2010, p. 23). The displaced values and cultural elements usually end up being replaced by those prevalent in the dominant ideology. In an earlier book he defines electronic colonialism as

The dependency relationship established by the importation of communication hardware, foreign-produced software, along with engineers, technicians, and related information protocols, that vicariously establish a set of foreign norms, values, and expectations which, in varying degrees, may alter the domestic cultures and socialization process (McPhail, 1981, p. 20).

Electronic colonialism is tied intimately to the information revolution, and just like revolutions before it, the industrial revolution for example, when power and control tips to the dominant culture, colonization occurs. In the world of international mass communications, colonization is the flow of information and media, something UNESCO set out to break up decades before the current state of affairs among international mass communication. The cultures often colonized under electronic colonialism fall to the dominant ideology. “Rather than fight, cultures often blend” (Hachten & Scotton, 2007, p. 2).

A prominent example of electronic colonialism falls into the realm of music television. Specifically, Music Television (MTV) has focused on youth across the world. MTV promotes mostly western music and pumps western influence into countries across the world, MTV is owned by Viacom, one of the big 5 (McPhail, 2010, pgs. 238-241).

Electronic colonialism is sometimes propagated subversively, and less direct than the broadcast example of MTV. Suggested by Golding and Harris, electronic colonialism is often imposed in the form of international aid from the developed world, to developing countries. “People in the third world should take a hard look at what so-called ‘aid’ has wrought in their countries.” (1997, 114) Golding and Harris argue that the 1980s and 1990s propelled western aid in developing countries ravaged by wars and disasters. That aid often included the establishment of western communications structures that benefited the growing concentration of media ownership. As with most colonialism, it’s about control of resources that leads to power. (1997)

What Golding and Harris describe, the flow of resources from the developed world to the developing world is tandem with world system theory, closely linked to dependency theory. The theory looks at three dimensions of nations and international communications: periphery, semi periphery and core with the core being dominated by the developed world where media concentration takes place and the other two categories made up of developing and less advanced countries.

According to the theory “Core nations exert control to their benefit and define the nature and extent of interactions with the other two zones” (McPhail, 2010, p. 24). We’ve seen this played out on today’s international mass communication stage by the U.S., engaged in two wars in the middle east, now rebuilding infrastructure providing technology, resources, capital etc.

All of these activities, media concentration, globalization and electronic colonialism play out on the international mass communication stage today bringing us back to the initial outcome of conglomeration: economic motivation. Those who own the media, impose ideology on weaker nations who fall victim to globalization and electronic colonialism. As a result cultures of developing countries that aren’t historically rooted in consumerism or driven by profit begin to adapt opening up new markets for companies in the developed world.

 A perfect example of developing consumerism in remote parts of the world, opening up new markets exists in the far east, the country of India in particular has seen dramatic changes. Indian culture historically is not rooted in consumerism. Today, consumerism is reaching all time highs due to globalization, media influence and electronic colonialism (Ghosh, 2011, pgs. 153-172).

Through the four concepts outlined in this essay: globalization, media conglomeration, electronic colonialism, and consumerism, we can see a glimpse into the state of international mass communications today. A battle between the flow of information in a digital age that has untapped limitless potential, juxtaposed with the economic ambitions of corporations that advance a dominant ideology into new corners of the globe seeking economic, political and cultural power.

WORKS CITED

Anderson, Ron. “Evaluating the Effects of Globalisation.” Ethos 18.2 (2010): 8-13. Academic Search Premier . EBSCO. Web. 17 Apr. 2011.

Bagdikian, Ben H., and Ben H. Bagdikian. The New Media Monopoly. Boston: Beacon, 2004. Print.

Bielsa, Esperanca. “The pivotal role of news agencies in the context of globalization: a historical approach.” Global Networks 8.3 (2008): 347-366. Academic Search Premier . EBSCO. Web. 17 Apr. 2011.

Chrisman, Robert. “Globalization and the Media Industry.” Black Scholar 38.2/3 (2008): 14-16. Academic Search Premier . EBSCO. Web. 17 Apr. 2011.

Cohen, Richard M. “The Corporate Takeover of News: Blunting the Sword.” Conglomerates and the Media . New York: New, 1997. 31-59. Print.

Ghosh, B. (2011). Cultural Changes and Challenges in the Era of Globalization. Journal of Developing Societies (Sage Publications Inc.) , 27(2), 153-175. doi:10.1177/0169796X1102700203

Golding, Peter, and Phil Harris. Beyond Cultural Imperialism: Globalization, Communication and the New International Order . Thousand Oaks, Ca: Sage, 1997. Print.

Hachten, William A., and James Francis Scotton. The World News Prism: Global Information in a Satellite Age . Malden, MA: Blackwell Pub., 2007. Print.

Kumar, Vidva S. A. “A Critical Methodology of Globalization: Politics of the 21st Century?.” Indiana Journal of Global Legal Studies 10.2 (2003): 87-111. Academic Search Premier . EBSCO. Web. 17 Apr. 2011.

McPhail, Thomas L. Global Communication: Theories, Stakeholders, and Trends . Chichester, West Sussex, U.K.: Wiley-Blackwell, 2010. Print.

McPhail, Thomas L. Electronic Colonialism: the Future of International Broadcasting and Communication . London: Sage, 1981. Print.

Zayani, M. (2011). Media, Cultural Diversity and Globalization: Challenges and Opportunities. Journal of Cultural Diversity , 18(2), 48-54. Retrieved from EBSCO host

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Essay on Mass Media

Students are often asked to write an essay on Mass Media in their schools and colleges. And if you’re also looking for the same, we have created 100-word, 250-word, and 500-word essays on the topic.

Let’s take a look…

100 Words Essay on Mass Media

Introduction.

Mass media refers to various platforms that communicate and distribute information to a large number of people. These include television, radio, newspapers, and the internet.

Role of Mass Media

Mass media plays a crucial role in society. It educates, entertains, and informs people. It also influences public opinion and trends.

Types of Mass Media

There are traditional forms like print media (newspapers, magazines) and broadcast media (TV, radio). The internet is a modern form, including social media, blogs, and news websites.

In conclusion, mass media is a powerful tool that can shape society. It is vital to use it responsibly for the benefit of all.

250 Words Essay on Mass Media

Introduction to mass media.

Mass media refers to the diverse array of media technologies that reach a large audience via mass communication. It encompasses various forms of communication tools such as television, radio, newspapers, magazines, and digital platforms. The power of mass media lies in its ability to disseminate information, influence public opinion, and shape societal norms.

The Evolution of Mass Media

The journey of mass media began with print media, with the invention of the printing press in the 15th century. The advent of electronic media, such as radio and television, in the 20th century, revolutionized the way information was shared. In the digital age, the internet has further transformed mass media, allowing for instantaneous global communication and interactivity.

Impact of Mass Media on Society

Mass media plays a pivotal role in shaping public opinion and culture. It has the power to influence political discourse, societal norms, and individual behavior. However, it can also propagate misinformation, leading to public confusion and mistrust. Hence, the ethical use of mass media is crucial.

The Future of Mass Media

The future of mass media lies in its convergence with digital technology. With the emergence of artificial intelligence and machine learning, mass media is likely to become even more personalized and interactive. However, this also raises concerns about privacy and the potential manipulation of information.

In conclusion, mass media, as a powerful tool of communication, has a profound impact on society. Its evolution and future developments pose both opportunities and challenges that need to be addressed responsibly.

500 Words Essay on Mass Media

Mass media, an essential component of modern society, plays a pivotal role in shaping public opinion and disseminating information. It includes various platforms such as newspapers, radio, television, and the internet, which collectively serve as a mirror reflecting societal norms, values, and transformations.

The Role of Mass Media

Mass media is not merely an information-dissemination tool; it is a potent force in shaping public opinion and culture. It serves as a platform for debate, influencing political discourse and social issues. It has the power to set the agenda for public discourse, highlighting certain issues while downplaying others, thereby influencing what the public perceives as significant.

Democratization of Information

The advent of the internet and digital platforms has democratized information access, transforming mass media’s role. Previously, media was a one-way communication channel, with the public as passive consumers. However, the internet has made the public active participants, enabling them to generate, share, and react to content. This shift has democratized media, giving voice to previously unheard sections of society.

Mass Media and Social Change

Mass media has the potential to drive social change by bringing social issues to the forefront. It can expose injustices, spark debates, and drive collective action. For instance, the #MeToo movement gained momentum through social media, leading to significant shifts in societal attitudes towards sexual harassment.

The Dark Side of Mass Media

The need for media literacy.

Given mass media’s influence, media literacy is crucial. It involves the ability to critically analyze media content, discerning between credible information and misinformation. Media literacy education can empower individuals, enabling them to make informed decisions and participate effectively in the digital age.

In conclusion, mass media is a double-edged sword with the power to shape society positively or negatively. As we navigate this digital age, it is crucial to harness its potential for societal good, while mitigating its negative impacts. This balancing act requires critical media literacy, stringent regulations, and active participation from all stakeholders. The future of mass media is not just about technological advancements, but also about the ethical and responsible use of these powerful platforms.

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Home — Essay Samples — Life — Cat — Advantages and Disadvantages of Communication

Advantages and Disadvantages of Communication

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58 Mass Communication Essay Topic Ideas & Examples

🏆 best mass communication topic ideas & essay examples, 🔍 most interesting mass communication topics to write about, 🔎 simple & easy mass communication essay titles.

• Movies as a Medium of Mass Communication Over the decades of its development, the phenomenon of a movie has changed significantly, especially with the introduction of new genres and the discovery of new ways of conveying a particular idea visually.
• Communication Theory: Mass Society Theory (MST) Originally, the theory was used in studies by conservative thinkers to explain the declining impact of family and community after the rise of industrial society.
• Ethical Issues in Mass Communication and Advertising The following are some of the primary ethical issues that mass communication and advertising need to observe in modern society where media plays a crucial role in shaping public opinion.
• Telegraph and Its Impacts in Mass Communication The invention of electricity was very instrumental as it led to the discovery of electric telegraphy by William and Charles in the 19th century.
• The History of Mass Communication: New Opportunities and Challenges for Society In the history of mass communication, it is possible to distinguish three main stages: ethic-legal paradoxes, techno-legal time-gap, and surveillance society, The new media is characterized by technological changes and changes in ideas and ideals […]
• Social Media as a Component of Mass Communication The reasons for such a claim are justified and refer to different opportunities that social media and the Internet give their users. During that time, social media helped me to stay aware of the current […]
• E-Media Fast: Mass Communication Theory The level of my media usage had risen to a point that I could not spend a day without the use of any of the media sources.
• What is “Two-step Flow”? What Implications Does It Have for Our Understanding of Mass Communication? It should be known that there has been an implication of our understanding of mass communication as a result of this theory based on the fact that it has redefined our predictions on the influence […]
• Larry King: The Pioneer of Mass Communication The ‘Numbers Guy,’ as he was referred to by callers while hosting the Larry King Show, makes one of the greatest broadcasters in media history despite not having taken a course in mass communication. Larry […]
• Mass Communication Law and Ethics As the hotel employee did not clean up the water out of a fish tank that resulted in an accident, the hotel was to be responsible for that situation.
• The Study of Mass Communication and Popular Culture The contributions of the French sociologist emile Durkheim to the formation of sociology are rather sufficient, as the scientist has studied the ways in which societies could maintain their integrity and coherence in the present […]
• Global Mass Communication: Web Television The Web TV and IPTV are a powerful enabling force that enables the use of similar ideas in different corners of the world.
• Mass Communication Impact on Modern language Within the frames of another tradition, the impact of mass communication and mass culture on language and mass consciousness is analyzed in a different critical way.
• Mass Media Communication: Personal Analysis Finally, when I do the same in the kitchen in the morning, I am occupied with preparing and eating my breakfast; therefore, television serves as a background and I cannot be focused on the information […]
• Global Music: Mass Communication The era of globalization had a dramatic impact not only on the economic development of the countries but also implied cultural exchange while distributing national music around the world.
• Mass Communication and Public Policy One example of the websites that help to exchange ideas but negatively is the In the real sense, there several public interests in conflict when the information about the funding of a politician is disclosed […]
• The Implication of Chaffee and Metzger’s Article “The End of Mass Communication” With the development of computer-based communication technologies, the university should focus on this issue in determining the impact of technological changes on mass communication and the need to change the courses offered at the Lindenwood […]
• Americans: Global Awareness and Mass Communication
• How Technology and Convergence Has Changed the Face of Mass Communication
• Basic Ideas and Theories of Mass Communication
• Bringing Cultural Change Through Mass Communication
• Criteria for Professional Journalism and Mass Communication Programs
• The Uses and Impacts of Mass Communication
• Celebrity Phenomenon in an Era of Mass Communication
• Debating Mass Communication During the Rise and Fall of Broadcasting
• Demystifying Mass Communication Majors Into the Magazine Industry
• Digital History: Leading the Rise of Mass Communication
• How Mass Communication Approach Can Change Into Perspective
• Improving Physical Fitness Through Methods of Mass Communication
• Incorporating Mass Communication, Philosophy, and Sociology in the Education of an Athlete
• Internet Addiction Between Mass Communication and Nursing Students of Segi University
• Language and Mass Communication: Omnivore’s Dilemma
• Mass Communication and Its Effects on the Audience
• Linking Mass Communication and Academic Art
• The Relations Between Mass Communication and Culture
• Mass Communication Between People and Communities
• Relations Between Mass Communication and Social Policies
• The Parallels Between Mass Communication and Graphic Design
• Historical Analysis of Mass Communication During World War II
• The Link Between Mass Communication, Media, and Culture
• Mass Communication, Propaganda, and Persuasion Controlling America
• Relationship With Smartphones: Mass Communication
• Mass Communication Theory and Practice: An Overview
• Social Learning Theory: Are Children Being Corrupted by the Mass Communication Industry?
• Experience in Using Social Media for Mass Communication
• Sustainable Consumption and Mass Communication: A German Experiment
• The African Americans Throughout the History of Mass Communication
• The History and Evolution of Technology and Mass Communication
• Theories, Concepts, and Models in Mass Communication Theory Foundations and Future
• The Uses and Gratifications of Research of Mass Communication
• Understanding and Evaluating Mass Communication Theory
• The Role and Impact of Mass Communication on Sexuality in TV Programs
• Review of the Origin and Evolution of Mass Communication and Technology
• Mass Communication and Technological Advancement in “How Are Media Born”
• Synopsis of Dynamics of Mass Communication
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Essay On Mass Media

500 words essay on mass media.

All kinds of different tools which come in use to help in distributing and circulating information and entertainment to the public come under the term of mass media. In other words, everything including radio, newspapers , cable, television and theatre are parts of mass media. These tools include exchanging opinions and public involvement. Through essay on mass media, we will go through it in detail.

Introduction to Mass Media

In today’s world, mass media embraces internet , cell phones, electronic mail, computers, pagers and satellites. All these new additions function as transmitting information from a single source to multiple receivers.

In other words, they are interactive and work on the person to person formula. Thus, it revolves around the masses i.e. the people. It is true that radio, television, press and cinema are in the spotlight when we talk about mass media.

Nonetheless, the role of pamphlets, books, magazines, posters, billboards, and more also have equal importance if not less. Moreover, the reach of these tools extends to a huge amount of masses living all over the country.

Television, cinema, radio and press are comparatively expensive forms of media which private financial institutions or the Government runs. These tools centre on the idea of mass production and mass distribution.

Therefore, newspapers, television and radio cater to the needs of the mass audience and accommodates their taste. As a result, it will not always be refined or sophisticated. In other words, it displays popular culture.

Get the huge list of more than 500 Essay Topics and Ideas

The Function of Mass Media

The main function of mass media is to reach out to the masses and provide them with information. In addition to that, it also operates to analyze and observe our surroundings and provide information in the form of news accordingly.

As a result, the masses get constantly updated about not just their own surroundings but also around the world. This way mass media spreads and interprets information. For instance, weather forecasts equip people and farmers to plan ahead.

Similarly, fishermen get updates about the tidal activities from the news. In addition to this, mass media also strives to keep the fabric of our social heritage intact which showcasing our customs, myths and civilization.

Another major product of mass media is advertising. This way people learn about the goods and services in the market. It also spreads social awareness. For instance, anti-smoking campaign, women empowerment, green earth clean earth and more.

Most importantly, with the numerous mediums available in multiple languages, the masses get entertainment in their own language easily. Millions of people get to access a cheap source of relaxation and pass their time. In fact, it also helps to transport momentarily from our ordinary lives to a dream world. Thus, it remains the undisputed leader in reaching out to the masses.

Conclusion of Essay on Mass Media

All in all, while it is an effective tool, we must also keep a check on its consumption. In other words, it has the power to create and destroy. Nonetheless, it is a medium which can bring about a change in the masses. Thus, everyone must utilize and consume it properly.

FAQ on Essay on Mass Media

Question 1: Why is mass media important?

Answer 1: Mass media is essential as it informs, educates and entertains the public. Moreover, it also influences the way we look at the world. In other words, it helps in organizing public opinion.

Question 2: How does mass media affect our lives?

Answer 2: Mass media affects many aspects of human life, which range from the way we vote to our individual views and beliefs. Most importantly, it also helps in debunking false information.

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Mass Communication - Free Essay Examples and Topic Ideas

Mass communication refers to the dissemination of information to a large audience through various forms of media such as television, radio, newspapers, magazines, and the internet. It involves creating, producing, and transmitting messages to a vast and diverse audience, with the aim of informing, educating, entertaining, or persuading them. Consisting of many different channels, mass communication has become an integral part of modern society, shaping the way we receive and consume information, and influencing our perceptions and opinions on a wide range of issues. It is constantly evolving with advancements in technology, allowing for faster, more efficient, and more widespread communication than ever before.

• 📘 Free essay examples for your ideas about Mass Communication
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PTE Daily Essay Topic: Today, mass media is full of information revolution.

• Updated on  
• Apr 17, 2024

Brainstorming Ideas

Refer to the following brainstorming ideas to get a solid idea of the answer.

• The information revolution, characterised by the explosion of accessible knowledge and the hyper-connectedness of global communication, has fundamentally altered the landscape of our world. 
•  Mass media is now a constant stream of information, both empowering and overwhelming. While this revolution offers undeniable advantages in education, connection, and innovation, it also presents significant challenges regarding information overload, privacy concerns, and the spread of misinformation.
• One of the most persuasive advantages of the information revolution is the democratisation or easy access to knowledge. This empowers individuals to become self-directed learners, fostering intellectual curiosity and critical thinking skills.  Furthermore, the ease of communication fosters global collaboration, accelerating scientific discovery and technological advancement.  
•  Abundance of information comes at a cost. We are bombarded with a constant stream of data, making it difficult to distinguish between credible sources and misinformation.  Fake news spreads like wildfire, fueled by confirmation bias and the echo chambers created by social media algorithms. 
• Targeted advertising can feel intrusive, and data breaches can have serious consequences for our financial security and even physical safety. The information revolution has undoubtedly blurred the lines between public and private spheres, demanding a cautious approach to how we interact with the digital world.

Q. Today, mass media is full of information revolution. Discuss the advantages and disadvantages of this phenomenon.

Ans . The information revolution, characterised by the explosion of accessible knowledge and the hyper-connectedness of global communication, has fundamentally altered the landscape of our world. Mass media is now a constant stream of information, both empowering and overwhelming. While this revolution offers undeniable advantages in education, connection, and innovation, it also presents significant challenges regarding information overload, privacy concerns, and the spread of misinformation.

One of the most persuasive advantages of the information revolution is the democratisation or easy access to knowledge.  Previously guarded by institutions and limited by physical access, information is now readily available at our fingertips. Educational resources, once confined to expensive textbooks and classrooms, can be found online for free.  This empowers individuals to become self-directed learners, fostering intellectual curiosity and critical thinking skills.  Furthermore, the ease of communication fosters global collaboration, accelerating scientific discovery and technological advancement.  

However, this abundance of information comes at a cost.  We are bombarded with a constant stream of data, making it difficult to distinguish between credible sources and misinformation.  Fake news spreads like wildfire, fueled by confirmation bias and the echo chambers created by social media algorithms.  This can have a detrimental impact on public discourse, leading to social polarization and hindering our ability to make informed decisions.  The information overload can also be mentally taxing, causing stress, anxiety, and a diminished attention span.

Another critical disadvantage is the erosion of privacy.  Our digital footprint follows us everywhere, leaving a trail of personal data vulnerable to exploitation by corporations and governments.  Targeted advertising can feel intrusive, and data breaches can have serious consequences for our financial security and even physical safety.  The information revolution has undoubtedly blurred the lines between public and private spheres, demanding a cautious approach to how we interact with the digital world.

The key to navigating this double-edged sword lies in developing critical thinking skills.  We must learn to evaluate information sources, questioning their credibility and potential biases.  Media literacy programs are essential to equip individuals with the tools to discern truth from fiction.  Furthermore, responsible journalism and ethical data practices are crucial to ensuring the integrity of information flow.

In conclusion, the information revolution has undeniably revolutionised the way we access knowledge, connect with others, and drive innovation.  However, the challenges of information overload, privacy concerns, and misinformation cannot be ignored.  By fostering critical thinking skills and promoting responsible practices, we can harness the power of information to create a more informed, connected, and equitable future.

Paraphrased Statement:   The information revolution, characterised by the explosion of accessible knowledge and the hyper-connectedness of global communication, has fundamentally altered the landscape of our world. 

Thesis Statement: Mass media is now a constant stream of information, both empowering and overwhelming. While this revolution offers undeniable advantages in education, connection, and innovation, it also presents significant challenges regarding information overload, privacy concerns, and the spread of misinformation.

Body Paragraph 1- Topic Sentence: One of the most persuasive advantages of the information revolution is the democratisation or easy access to knowledge. 

Body Paragraph 1 Supporting Reasons and Explanations:  Previously guarded by institutions and limited by physical access, information is now readily available at our fingertips. Educational resources, once confined to expensive textbooks and classrooms, can be found online for free. This empowers individuals to become self-directed learners, fostering intellectual curiosity and critical thinking skills. 

Body Paragraph 2- Topic Sentence: A bundance of information comes at a cost. We are bombarded with a constant stream of data, making it difficult to distinguish between credible sources and misinformation.  

Body Paragraph 2 Supporting Reasons and Explanations: Fake news spreads like wildfire, fueled by confirmation bias and the echo chambers created by social media algorithms.  This can have a detrimental impact on public discourse, leading to social polarization and hindering our ability to make informed decisions. The information overload can also be mentally taxing, causing stress, anxiety, and a diminished attention span.

Another critical disadvantage is the erosion of privacy. Our digital footprint follows us everywhere, leaving a trail of personal data vulnerable to exploitation by corporations and governments.

Conclusion: In conclusion, the information revolution has undeniably revolutionised the way we access knowledge, connect with others, and drive innovation.  However, the challenges of information overload, privacy concerns, and misinformation cannot be ignored.  By fostering critical thinking skills and promoting responsible practices, we can harness the power of information to create a more informed, connected, and equitable future.

Vocabulary in Use

Linkers and Connectors

• While 
• Furthermore 
• In conclusion

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Purti Chawla

Purti is a CELTA, British Council, and IDP-certified language trainer. Having worked as a Study Abroad Test Prep Expert for the past 7 years, she has guided thousands of students towards their desirable scores in IELTS, TOEFL, GRE, GMAT and other language proficiency tests to study abroad. She is adept in molding learning strategies according to the needs of the learners and has built multiple courses at Leverage IELTS with result-oriented strategies. Proficient in test prep courses such as IELTS, TOEFL, PTE, and Duolingo, she loves to explore different classroom teaching methods, keeps continuously improving her own skills, and stays abreast with the latest teaching methodologies. She is a master trainer at Leverage Edu and aims to help thousands more through her expertise.

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