Mass media

Mass media refers to various forms of communication that reach very large audiences.

These tools allow information to travel from a single source to many people at once. This is often called a "one-to-many" form of communication. Mass media can include news, entertainment, and public service announcements. It also touches many other fields like journalism, art, and technology. While people often use "mass media" to mean "mainstream media," the terms are not exactly the same. Mainstream media is defined by its content and its point of view. However, alternative media can also use mass communication technology even if their audience is much smaller.

Sociologist John Thompson identified five specific characteristics of mass communication. First, it uses both technical and institutional methods for production and distribution. Second, it involves the "commodification of symbolic forms," which means symbols are treated as products. Third, there is a separate context between the people who produce information and the people who receive it. Fourth, the media reaches people who are far away in both time and space from the producers. Finally, it relies on information distribution to reach huge crowds. These factors allow a single work to be duplicated and sold many times.

The history of mass media began with the development of print. The Diamond Sutra, a dated printed book, was produced in China in 868 AD. Later, movable clay type was invented in China in 1041. However, the earliest mass medium was likely European popular prints from around 1400. Johannes Gutenberg changed everything with his printing press in 1453. He used movable type to print the Latin Bible. This allowed books to be produced on a much larger scale. Newspapers eventually developed around 1612, with the first English example appearing in 1620. By the early 1800s, high-speed rotary steam printing presses and railroads helped newspapers reach large, distant audiences.

Technology has continuously changed how we classify media. In the late 20th century, eight industries were recognized: books, the Internet, magazines, movies, newspapers, radio, recordings, and television. As digital technology exploded, a new classification emerged in the early 2000s. This system identifies seven main types of mass media. Print includes books, newspapers, and posters, dating back to the 15th century. Recordings include CDs and DVDs, which appeared in the late 19th century. Cinema began around 1900, while radio emerged around 1910. Television became common around 1950. The Internet and mobile phones arrived around 1990 and 2000, respectively. Today, the Internet and mobile phones are often grouped together as digital media.

The business side of mass media is massive and driven by mergers and acquisitions. Between 1985 and 2018, about 76,720 deals were announced in the media industry. These deals had a total value of approximately US$5,634 billion. The year 2007 was the most active, with around 3,808 deals. The United States is a very prominent player in this market. In fact, 41 of the top 50 deals involved an acquirer from the United States. The largest single deal in history was when AOL Inc. acquired Time Warner. This acquisition was valued at US$164,746.86 million.

Mass media can influence how people think through several psychological processes. One effect is the "knowledge gap," where media access affects how much people know. Another is "agenda setting," where media groups influence which issues people think are important. By choosing which stories to highlight, they can provoke a sense of outrage or threat. This is often done through "framing," which means taking a leadership role in organizing public discussion. There is also "cultivation," where long-term exposure to media shapes a person's perceptions. For example, seeing much violence on TV might change how someone views community safety.

Because media can shape reality, it carries significant social responsibility. Media can portray specific beliefs and values as if they are the only reality. This can lead to the reinforcement of stereotypes, which are fixed and often unfair ideas about groups. For instance, historical media coverage has influenced how different racial groups are perceived. Furthermore, mass media can be used to spread civil unrest, such as riots or strikes. Because of this power, some people worry about the concentration of media ownership. In 2012, it was noted that 90 percent of US mass media was owned by just six major companies. This concentration can affect the diversity of voices in a democratic society.