Learning Objectives
- Distinguish between mass communication and mass media.
- Identify key points in American media and culture.
Pop culture and American media are inextricably linked. Consider that Jenny Lind, the Beatles, and American Idol were each promoted using a then-new technology (photography for Lind, television for the Beatles, and the Internet and text messaging for American Idol).
Mass Communication, Mass Media, and Culture
The chapters to come will provide an in-depth look at many kinds of media, at how media trends are reshaping the United States’ cultural landscape, and at how that culture shapes media in turn. These topics will be explored through an examination of mass media and mass communication both past and present—and speculation about what the future might look like.
First, it is important to distinguish between mass communication and mass media and to attempt a working definition of culture. Mass communication refers to information transmitted to large segments of the population. The transmission of mass communication may happen using one or many different kinds of media (singular medium), which is the means of transmission, whether print, digital, or electronic. Mass media specifically refers to a means of communication that is designed to reach a wide audience. Mass media platforms are commonly considered to include radio, newspapers, magazines, books, video games, and Internet media such as blogs, podcasts, and video sharing. Another way to consider the distinction is that a mass media message may be disseminated through several forms of mass media, such as an ad campaign with television, radio, and Internet components. Culture generally refers to the shared values, attitudes, beliefs, and practices that characterize a social group, organization, or institution. Just as it is difficult to pin down an exact definition of culture, cultures themselves can be hard to draw boundaries around, as they are fluid, diverse, and often overlapping.
Figure 1.2
Advances in media technology allowed for unprecedented voter participation in the 2007 CNN/YouTube® presidential debates.
lafra – The CNN + YouTube Debates – CC BY-NC-ND 2.0.
Throughout U.S. history, evolving media technologies have changed the way we relate socially, economically, and politically. In 2007, for example, a joint venture between the 24-hour news network CNN and the video-sharing site YouTube allowed voters to pose questions directly to presidential candidates in two televised debates. Voters could record their questions and upload them to YouTube, and a selection of these videos were then chosen by the debate moderators and played directly to the presidential candidates. This new format opened up the presidential debates to a much wider array of people, allowing for greater voter participation than has been possible in the past, where questions were posed solely by journalists or a few carefully chosen audience members.
In today’s wired world of smartphones and streaming satellite feeds, our expectations of our leaders, celebrities, teachers, and even ourselves are changing in even more drastic ways. This book provides you with the context, tools, and theories to engage with the world of mass media through an examination of the history, theory, and effects of media practices and roles in America. This book also provides you with the framework to consider some of the crucial issues affecting media and culture in today’s world.
Key Takeaways
- Mass communication refers to a message transmitted to a large audience; the means of transmission is known as mass media. Many different kinds of mass media exist and have existed for centuries. Both the messages and the media affect culture, which is a diffused collection of behaviors, practices, beliefs, and values that are particular to a group, organization, or institution. Culture and media exert influence on each other in subtle, complex ways.
- The 2008 election is an example of how changes in media technology have had a major impact on society. But the influence goes both ways, and sometimes cultural changes impact how media evolves.
Exercises
Read the following questions about media and culture:
- The second half of the 20th century included a huge increase in forms of media available, including radio, cinema, television, and the Internet. But some form of mass communication has always been a part of U.S. history. What were the dominant forms of media present in the United States during the Industrial Revolution? World Wars I and II? Other important historical eras? How did these forms of media differ from the ones we have today? How did they help shape the way people interacted with and understood the world they lived in? How does mass communication differ from mass media?
- Contemporary Americans have more means of getting information and entertainment than ever before. What are the major media present in the United States today? How do these forms of media interact with one another? How do they overlap? How are they distinct?
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What is the role of media in American culture today?
- Some people argue that high-profile cases in the 1990s, such as the criminal trial of O. J. Simpson, Bill Clinton’s impeachment proceedings, and the first Persian Gulf War helped fuel the demand for 24-hour news access. What are some other ways that culture affects media?
- Conversely, how does mass media affect culture? Do violent television shows and video games influence viewers to become more violent? Is the Internet making our culture more open and democratic or more shallow and distracted?
- Though we may not have hover cars and teleportation, today’s electronic gadgets would probably leave Americans of a century ago breathless. How can today’s media landscape help us understand what might await us in years to come? What will the future of American media and culture look like?
- Write down some of your initial responses or reactions, based on your prior knowledge or intuition. Each response should be a minimum of one paragraph. Keep the piece of paper somewhere secure and return to it on the last day of the course. Were your responses on target? How has your understanding of media and culture changed? How might you answer questions differently now?
