Describe the evolution and role of the media in society
Media and technology have been interwoven from the earliest days of human communication. The printing press, the telegraph, and the Internet are all examples of their intersection. Mass media have allowed for more shared social experiences, but new media now create a seemingly endless amount of airtime for any and every voice that wants to be heard. Advertising has also changed with technology. New media allow consumers to bypass traditional advertising venues and cause companies to be more innovative and intrusive as they try to gain our attention.
While some economists see technological advances leading to a more level playing field where anyone anywhere can be a global contender, the reality is that opportunity still clusters in geographically advantaged areas. Still, technological diffusion has led to the spread of more and more technology across borders into peripheral and semi-peripheral nations. However, true technological global equality is a long way off.
What you’ll learn to do:
- Describe the evolution and current role of different media: newspapers, television, new media, and advertising
- Explain the advantages and concerns of media globalization
- Understand the globalization of technology
Learning Activities
The learning activities for this section include:
- Reading: Media and Technology
- Reading: Media Globalization
- Reading: Technological Globalization
- Self-Check: Media and Technology in Society