The Mass Media Today

New technologies have continued to transform the mass media since 1960s. Communications satelites have made instantaneus global communication a reality. During 1970s, cable Tv became a popular alternative to broadcast television, the first home videocassete recorders nad prerecorded tapes appears, and video games and personal computers were introduced. Compact disc, laser disc, teletext, and videotext also made their debut during the 1980s. The communications revolution that began in the 19^th century shows no signs of slowing as new technologies, such as fiber optics and high definition television, continue to appear.

In the 20^th century the mass media have also been charactrized by a movement toward concentrated owneship. Increasingly, more and more media of all types  are own by fewer and fewer persons or corporate entities. Media firms are often called “empires”. The largest are enormous conglomerates, , with multinational, multimedia holdings that are used in combination to increase sales. 

Advertising contributes to the content of mass media while, at thesame time, it supports them. Most US newspaper and magazine publishers and radio and television stations make their profits from the sale of space or time to advertisers. In other words, the “products” that these media create and sell are audiences. The cost of buying space or time is added to the price of an advertiser’s goods or services (although teoretically, increased sales a result of advertising should result in lowered prices). A medium’s dependence on advertising may force it to concentrate on attracting larger audiences rather providing better content.

Advertising may also influence media content : a magazine that runs cigarette ads may not be enthusiastic about printing an article on the dangers smoking. Morover, the distinction between advertising and other types of content is not always clear. Advertisers have found ways to work their products into news reports, movies, television programs, and even specialized media directed at schools. 

The mass media are the most effective means of disseminating information to large number of people with in a short period of time. It is possible, claim some experts, that the media inundate people with more information than they can process effectively, making them feel anxious and powerless. Information in U.S. mass media often takes the form of entertainment, which draws the largest audiences and is therefore the most profitable. Media critic Neil postman argues that in trying to make all of their messages entertaining, the mediatrivialize serioud subjects, such as the news, politics,and religion.