Mass Media

Mass Media
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Abstract
The research paper discusses about the history and development of mass media and impact of television on print media and motion pictures. The main purpose of the research is to emphasize the importance of television as mass media and how did it affect the print and motion pictures industry of America. The topic comprises of all the aspects of advertisement as mean of communication and the use of mass media as medium of communication.
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Mass Media
Mass media includes all the mediums through which information circulated to the mass audience. The mediums include television, magazines, newspapers, radio, advertisements and the Internet. Sebastian in ‘the history of mass media` mentioned that even though media was initially invented in Europe but its development and revolution was taken place in USA (Sebastian). Advanced technology has changed the way people perceive information. It helps people understand and process information. Hauger in ‘American history and mass media development` said that the importance of media had been rising from last few decades as it has prolonged from society newspapers to multinational companies (Hauger). Initially, word of mouth was the only form of communication before newspaper and magazines but it couldn`t cover large audiences. Then came newspapers and magazines which create the need of communication among national as well as international consumers but distribution of newspaper was complex due to which it did not cover mass audience. Soon after, television came in the market. Ad campaigns were designed to improve the presentation of company and its product to target audience. Television became the primary source of advertising and the most efficient one among other mass media.
History and Development of Mass Media
Sebastian stated that the need of advertising had been rising from the days when US expanded from Atlantic Ocean to Pacific Ocean and Industrial Revolution took place. The manufacturer of the products in east needed to market their campaign in western countries and for that, the primary medium of communication was newspaper. Soon after, the distribution and transportation systems were developed and thus increase the market of newspaper in different cities. In 1841, the first American advertising agency was established by V.B. Palmer in Philadelphia, Pennsylvania. Its main objective was to sell its ad space outside the town. Since then, the company expanded its operations in Baltimore, Boston and New York after getting huge sales. In 1861, another ad agency J. Walter Thompson Company was established and soon after, many advertising agencies entered in media industry and covered almost all major cities. The circulation of newspaper increased from 715 in 1830 to 5691 in 1870 and this made it easier for companies to make an ad campaign and distributed to mass audience (Sebastian).
In the end of 19th century, the new huge advertising market created the need of modern ad campaigns that present family values, sex appeal, ease of use, luxuries, comfort and other buying behavior of consumers. In 1910, the introduction of magazines took place as many big companies started investing in advertising business. Soon, in 1920, radio became the popular new medium of communication and the first commercial radio station KDKA was being aired. The first popular radio program was Eveready Hour which earned most of the sponsored ads in 1929. Radio became the fastest growing medium due to its entertainment and news broadcast (Sebastian).
According to Hauger, coming towards 21st century, the media moved from newspaper and radio to television. Television became the primary source of communication. There were around 78% of TV viewers, 15% for radio and 4% for Internet (Hauger).
Magazines
In the beginning, the scope of magazine was very low due to lack of reading material and its low demand in print media. The industry was started in 1741 in Philadelphia, PA. When the market developed and people started creating new culture, the number of authors increased with the demand of magazines. Many publication houses were established due to which writers needed copyright laws to be developed in order to avoid pirating by other publications.
Sebastian then discussed that after the civil war, magazine was no longer distributed in pamphlets or single page journal; instead it was distributed as the proper bounded booklet. When magazine industry matured, advertisers started paying high rates for their premium advertisement campaign to the publishers. Initially, magazine had few topics such as politics, religion, literary, legal. Now in new modern era, it has been sub divided in topics like fashion, health, interior design, pets, teen life etc. this made it easier for advertisers to reach its target audience (Sebastian).
Newspaper
Newspaper is one of the oldest forms of mass media. The first American newspaper was the Pulick Occurrences covered foreign and domestic areas but due to some political issues, it closed down by the Governor of Massachusetts. Soon after, in 1704, the first established newspaper Boston News-Letter was introduced by John Campbell. In 1765, the stamp act was set up which charged tax on every legal and official papers, books and newspapers. Due to this act, the printing industry seemed to be declining as many printing companies couldn`t pay off the taxes. Therefore, in 1766, the act was abolished and most of the papers went back to the presses. Daily newspapers started coming up in New York and Pennsylvania by 1980s, which provided daily news and updates about politics and other areas.
By the end of 18th century, politics greatly affected the newspaper industry as it became fashion that every party started launching their own newspaper. The Industrial Revolution updated the printing industry and made it cheaper and easier for mass production. The newspapers were more emphasized on civil war and by 1833, the number of newspapers increased three times as compare to England and France.
Radio
Initially, the radio broadcasting system was developed from More Code and wireless technologies which were originally used as a medium of communication between ships. Later, the new wireless transmission devices were invented which advanced and updated the radio system in 1892. The first wireless voice transmission was developed and later in 1865, electromagnetic radiation made it easier for radio transmission and reception. Then the transmission towers were built in England to produce high frequency radio wave across the Atlantic Ocean to make it easier for long distance transmission. In 1906, bible readings and music were transmitted and later Edwin H. Amstrong created many categories of broadcasting and was later known as the father of FM radio.
Soon af...