1 Introduction and Economics of Mass Media - SOCIOLOGY OF...

SOCIOLOGY OF THE MASS MEDIA
The Role of the Mass Media in American Society
I. Mass Media = media that reach a relatively large audience of usually anonymous readers
II. Two major factors that create change in media industry:
a. Economics = changes in how media content is paid for and by whom; audience vs. advertisers
barb2right media outlets do not sell content, but access to desirable audiences
b. Technology = the tech changes that occur in the production and distribution of media content;
(1) improved existing media and (2) created new forms of media
III. Major forms of mass media
a. Media is a plural of medium, derived from “medius” which means “middle” barb2right communication media
are the different technological processes that facilitate communication between the sender & receiver
of a message
b. 1700/1800’s – newspapers, books, magazines; “dime novels”
i. Partisan = took clear political and religious positions when covering news & events
ii. Distributed by the Pony Express – limited to specific geographical regions barb2right regional focus
c. 1855 – invention of printing telegraph barb2right disseminated over large geographic areas barb2right change in focus
d. Advances in steam engine & development of transcontinental railroad barb2right deliver to different regions
e. 1814 & 1837 – invention & improvement of photography; media included pictures with stories (Civil
War)
f. 1892 – invention of motion picture
g. 1871 – first formal advertising agency established; by 1880s full page ads running in
newspapers/magazines
i. 1872 – first mail-order business established by Aaron Montgomery War in Chicago
h. 1891 to 94 – invention and improvement of Radio - Nikola Tesla & Guglielmo Marconi
i. 1900-38 – radio growth; beginning of government involvement in mass media in licensing broadcasters
i. 1912 Radio Control Act regulated broadcasts & content
ii. 1920 KDKA in Pittsburgh begins regular schedule = BIRTH OF RADIO ERA
iii. 1924 – over 1400 stations to 3 million radio sets; targeted a “general” audience
iv. 1930-42 – first radio serial airs – “Little Orphan Annie”
v. 1934 – half of US homes have radio
vi. 1950 – average US home has 2 radios
j. 1900-38 movie industry growth
i. 1908 “set up shop” in Hollywood & produced first animated cartoon “Fantasmagorie”
ii. 1913 full length feature films produced
iii. 1922 – 40 million tickets weekly; 1938 – 80 million tickets weekly
iv. 1928 – television sets put in three US homes as a test
k. 1900-38 Advertising: three big changes
i. 1917 – formed American Association of Advertisers to collectively respond to government
legislation
ii. Changed how they viewed consumers
1. Initially viewed consumers as rational – felt need to convince us to buy product; focus
on FACT
2. Found could use emotional appeals – focus on VALUES, EMOTION, LIFESTYLE
iii. Began to focus on desirable demographics or those that want/afford products
l. 1939 – television introduced to mass public at NY World Fair
m. 1939 to 1980: the TV era
i. TV not immediately popular – slow adaptation b/c dominance of radio, expensive, B&W
ii. 1951 COLOR television