What is Mass media?
Warming-up.
Whenever you want to hear your favorite song, watch your favorite show, or see the latest current events, where do you go?
What mass media do you know?
Is there any means of communication you can’t live without?
Which type of mass media do you prefer?
Which type of mass media is most reliable? Which is quickest? Which is most fun? Which is most up-to-date? Which one is easiest to use?
How do you think people will get information in the future?
How did people get information in the past?
What is 'information revolution'?
Read the following text. What types of media does the text tell a reader about? What have you learnt about a classification called the "seven mass media"? What are the main functions of mass media?
Make sure you understand the meaning of the following words and word-combinations:
a diversified collection
to reach a large audience
a variety of outlets
broadcast media
to comprise
to transmit information
the explosion of digital communication technology
to serve certain functions
bonding
diversion
overwhelming
to satisfy curiosity
to reduce uncertainty
newspaper editorials
to cultivate knowledge
to share common values and interests
What is Mass media?
The mass media are a diversified collection of media technologies that reach a large audience via mass communication. The technologies through which this communication takes place include a variety of outlets.
Broadcast media transmit information electronically, via such media as film, radio, recorded music, or television. Digital media comprise both Internet and mobile mass communication. Internet media comprise such services as email, social media sites, websites, and Internet-based radio and television. Outdoor media transmit information via such media as advertising; billboards; blimps; flying billboards (signs in tow of airplanes); placards or kiosks placed inside and outside of buses, commercial buildings, shops, sports stadiums, subway cars, or trains; signs; or skywriting. Print media transmit information via physical objects, such as books, comics, magazines, newspapers, or pamphlets. Event organizing and public speaking can also be considered forms of mass media.
In the late 20th century, mass media could be classified into eight mass media industries: books, the Internet, magazines, movies, newspapers, radio, recordings, and television. The explosion of digital communication technology in the late 20th and early 21st centuries made prominent the question: what forms of media should be classified as "mass media"? For example, it is controversial whether to include cell phones, computer games and video games in the definition. In the 2000s, a classification called the "seven mass media" became popular. In order of introduction, they are:
Print (books, pamphlets, newspapers, magazines, etc.) - from the late 15th century.
Recordings (gramophone records, magnetic tapes, cassettes, cartridges, CDs, and DVDs) - from the late 19th century.
Cinema - from about 1900.
Radio - from about 1910.
Television - from about 1950.
The Internet - from about 1990.
Mobile phones - from about 2000.
The mass media serves several general and many specific functions. In general, the mass media serve 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.
Interpretation function. Media outlets interpret messages in more or less clear 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.
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.
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.
Questions to discuss:
- Where do most people in our country get their news?
- How has the internet changed the news in your country?
- How does the media help create a healthy society?
- Should the media just report the facts or should the media interpret the facts?
- How has the media changed in your country during the last 20 years?
- How important is it for people to follow the news?
- Do you think that news agencies sometimes tell lies to make a story more popular?
- How much do you trust newspapers, television news, and news from the internet? Which is the most reliable source of information?
- What kind of news stories interest you the most?
- Do you think the news is too depressing?
- How has technology changed the way we consume news? How has it changed how the news is reported?
- What is the purpose of news companies in society?
- Should news be more entertaining or informative?
- Would you ever consider getting a job in the news industry?