1. Identify four roles the media performs in our society.
2. Recognize events that affected the adoption of mass media.
3. Explain how different technological transitions have shaped media industries.
In 2010, Americans could turn on their television and find 24-hour news channels as well as music videos, nature documentaries, and reality shows about everything from hoarders to fashion models. That’s not to mention movies available on demand from cable providers or television and video available online for streaming or downloading. Half of U.S. households receive a daily newspaper, and the average person holds 1.9 magazine subscriptions.7, 8A University of
California, San Diego study claimed that U.S. households consumed a total of approximately 3.6 zettabytes of information in 2008—the digital equivalent of a 7-foot high stack of books covering the entire United States—a 350 percent increase since 1980.9 Americans are exposed to media in taxicabs and buses, in classrooms and doctors’ offices, on highways, and in airplanes.
We can begin to orient ourselves in the information cloud through parsing what roles the media fills in society, examining its history in society, and looking at the way technological innovations have helped bring us to where we are today.
What Does Media Do for Us?
Media fulfills several basic roles in our society. One obvious role is entertainment. Media can act as a springboard for our imaginations, a source of fantasy, and an outlet for escapism. In the 19th century, Victorian readers disillusioned by the grimness of the Industrial Revolution found themselves drawn into fantastic worlds of fairies and other fictitious beings. In the first decade of the 21st century, American television viewers could peek in on a conflicted Texas high school football team in Friday Night Lights; the violence-plagued drug trade in Baltimore in The Wire; a
1960s-Manhattan ad agency in Mad Men; or the last surviving band of humans in a distant, miserable future in Battlestar Galactica
Media can also provide information and education. Information can come in many forms, and it may sometimes be difficult to separate from entertainment. Today, newspapers and newsoriented television and radio programs make available stories from across the globe, allowing readers or viewers in London to access voices and videos from Baghdad, Tokyo, or Buenos
Aires. Books and magazines provide a more in-depth look at a wide range of subjects. The free online encyclopedia. Through bringing us stories of all kinds, media has the power to take us away from ourselves.
Wikipedia has articles on topics from presidential nicknames to child prodigies to tongue twisters in various languages. The Massachusetts Institute of Technology
(MIT) has posted free lecture notes, exams, and audio and video recordings of classes on its
OpenCourseWare website, allowing anyone with an Internet connection access to world-class professors. Another useful aspect of media is its ability to act as a public forum
Similarly, media can be used to monitor government, business, and other institutions.
Upton Sinclair’s 1906 novel for the discussion of important issues. In newspapers or other periodicals, letters to the editor allow readers to respond to journalists or to voice their opinions on the issues of the day.
These letters were an important part of U.S. newspapers even when the nation was a British colony, and they have served as a means of public discourse ever since. The Internet is a fundamentally democratic medium that allows everyone who can get online the ability to express their opinions through, for example, blogging or podcasting—though whether anyone will hear is another question.
The Jungle exposed the miserable conditions in the turn-of-thecentury meatpacking industry; and in the early 1970s, Washington Post
1. Entertaining and providing an outlet for the imagination reporters Bob Woodward and Carl Bernstein uncovered evidence of the Watergate break-in and subsequent cover-up, which eventually led to the resignation of President Richard Nixon. But purveyors of mass media may be beholden to particular agendas because of political slant, advertising funds, or ideological bias, thus constraining their ability to act as a watchdog. The following are some of these agendas:
2. Educating and informing
3. Serving as a public forum for the discussion of important issues
4. Acting as a watchdog for government, business, and other institutions
It’s important to remember, though, that not all media are created equal. While some forms of mass communication are better suited to entertainment, others make more sense as a venue for spreading information. In terms of print media, books are durable and able to contain lots of information, but are relatively slow and expensive to produce; in contrast, newspapers are comparatively cheaper and quicker to create, making them a better medium for the quick turnover of daily news. Television provides vastly more visual information than radio and is more dynamic than a static printed page; it can also be used to broadcast live events to a nationwide audience, as in the annual State of the Union address given by the U.S. president.
However, it is also a one-way medium—that is, it allows for very little direct person-to-person communication. In contrast, the Internet encourages public discussion of issues and allows nearly everyone who wants a voice to have one. However, the Internet is also largely unmoderated.
Users may have to wade through thousands of inane comments or misinformed amateur opinions to find quality information.
The 1960s media theorist Marshall McLuhan took these ideas one step further, famously coining the phrase “the medium is the message.”10 By this, McLuhan meant that every medium delivers information in a different way and that content is fundamentally shaped by the medium of transmission. For example, although television news has the advantage of offering video and live coverage, making a story come alive more vividly, it is also a faster-paced medium. That means more stories get covered in less depth. A story told on television will probably be flashier, less in-depth, and with less context than the same story covered in a monthly magazine; therefore, people who get the majority of their news from television may have a particular view of the world shaped not by the content of what they watch but its medium. Or, as computer scientist Alan Kay put it, “Each medium has a special way of representing ideas that emphasize particular ways of thinking and de-emphasize others.”11 Kay was writing in 1994, when the
Internet was just transitioning from an academic research network to an open public system. A decade and a half later, with the Internet firmly ensconced in our daily lives, McLuhan’s intellectual descendants are the media analysts who claim that the Internet is making us better at associative thinking, or more democratic, or shallower. But McLuhan’s claims don’t leave much space for individual autonomy or resistance. In an essay about television’s effects on contemporary fiction, writer David Foster Wallace scoffed at the “reactionaries who regard TV as some malignancy visited on an innocent populace, sapping IQs and compromising SAT scores while we all sit there on ever fatter bottoms with little mesmerized spirals revolving in our eyes…. Treating television as evil is just as reductive and silly as treating it like a toaster with pictures.”A Brief History of Mass Media and Culture
Nonetheless, media messages and technologies affect us in countless ways, some of which probably won’t be sorted out until long in the future.
Until Johannes Gutenberg’s 15th-century invention of the movable type printing press, books were painstakingly handwritten and no two copies were exactly the same. The printing press made the mass production of print media possible. Not only was it much cheaper to produce written material, but new transportation technologies also made it easier for texts to reach a wide audience. It’s hard to overstate the importance of Gutenberg’s invention, which helped usher in massive cultural movements like the European Renaissance and the Protestant Reformation. In
1810, another German printer, Friedrich Koenig, pushed media production even further when he essentially hooked the steam engine up to a printing press, enabling the industrialization of printed media. In 1800, a hand-operated printing press could produce about 480 pages per hour;
Koenig’s machine more than doubled this rate. (By the 1930s, many printing presses could publish 3,000 pages an hour.)
This increased efficiency went hand in hand with the rise of the daily newspaper. The newspaper was the perfect medium for the increasingly urbanized Americans of the 19th century, who could no longer get their local news merely through gossip and word of mouth. These
Americans were living in unfamiliar territory, and newspapers and other media helped them negotiate the rapidly changing world. The Industrial Revolution meant that some people had more leisure time and more money, and media helped them figure out how to spend both. Media theorist Benedict Anderson has argued that newspapers also helped forge a sense of national identity by treating readers across the country as part of one unified community.13
In the 1830s, the major daily newspapers faced a new threat from the rise of penny papers, which were low-priced broadsheets that served as a cheaper, more sensational daily news source. They favored news of murder and adventure over the dry political news of the day. While newspapers catered to a wealthier, more educated audience, the penny press attempted to reach a wide swath of readers through cheap prices and entertaining (often scandalous) stories. The penny press can be seen as the forerunner to today’s gossip-hungry tabloids.