Mass Society's Theory Of The Mass Communication Theory

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Mass communication is to use a source or medium to reach a large audience to communicate your message. People are communicating with each other since the evaluation of human, and with the passage of time it become more and more advance. After the emergence of media and development of new technologies, it gave birth to different media theories and these theories showed a transformation over the last two decades. Mass media communication theories divides in four following eras: 1. Mass society Era 2. Scientific perspective Era 3. Limited effects Era 4. Cultural studies Era 5. Meaning-making Era Mass society Era (late 1800 to 1940’s) The concept of mass society begun in late nineteenth century with the mobilization of a large number of people…show more content…
Merton (1946), Mayo (1946), and Nisbet (1953) were the scientists who thought it is not good for society. Mass society theory have few assumptions that media directly influence the minds of average people and transform their views about the society in which they live. Media influence cause severe consequences individually or socially, and in mass society media controlled by elites and they use it for their own benefits. Mostly media promote high culture instead of giving representation to real society art or image. In general mass society ideas held a strong interest of social elites whose power was threatened by change. Media industries such as yellow journalism and penny press were criticizing the elites and system of capitalism. The media of that time was representative of a sick society that needed to go back to it old norms and values or to be force to go with a new system. In this time industrialist leader came up with favor of development of technology including mass media. According to their perspective advancement in technology would help them to expand the human productivity and generate new forms of material wealth. But it did not work like that and
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