Mass Dissemination of Information - Essay Example

Introduction

Today's information age has revolutionized communication, making it possible to disseminate information to billions of people worldwide in milliseconds. Mass communication is a term used to describe the academic study of various means by which people or entities relay information to large segments of the population at once using mass media. Mass communication and mass media are conveniently used interchangeably (Weiner, 2018). The media through which messages are transmitted include the internet, radio, films, records, and newspapers. Technologies used in developing systems that enable the storage, retrieval and dissemination of information are commonly referred to as information technologies(I.T.). It is significant to differentiate between group communication and mass communication as wrongly refer to one instead of the other (Cacciatore, 2016). Mass communication is different from interpersonal contact because of the nature of the audience and the nature and means of relaying feedback. Several types of mass communication influence our daily lives, including advertising, public relations, social media, or journalism. This paper is written to explore the literature on mass communication and critically analyze its development and influence on our daily lives.

Literature Review

Individuals and society's reliance on media in their daily lives is elaborated by the media dependency theory. The media dependency theory provides an ecological framework that explains multilevel conditions that impact the degree of media importance in a person's daily lives. The method was first proposed in 1976 by Sandra Ball-Rokeach, and Melvin DeFleur. A systematic approach to study the effects of mass media and the interactions between the media and social systems have gradually evolved (Weiner, 2018). The theory propositions that the impact of media on audiences is directly related to their dependency on that particular media to meet their needs. Therefore, the higher the likelihood of a specific media to meet a person's needs, the higher they are used and depended upon. Consequently, the higher their potential effects are on the person or audience (Weiner, 2018). Possible outcomes are then classified into cognitive such as beliefs and values, affective such as anxiety or fear development, and behavioral such as deactivation.

Media regulation is a century-old practice whose effectiveness has been accepted without a consensus on the extent to which it should be enforced. According to Weiner (2018), an ideologically-neutral framework should be established for evaluating the legality of imposing public interest duties on today's dominant media. Regulations have the primary concern of protecting public order, security if a state, ensuring decency, and maintaining cultural standards by supporting national or regional language and culture (Weiner, 2018). Additionally, regulations are expected to protect a person's fundamental freedom of expression and rights from abuse. However, rules have often been used as weapons to inflict fear, especially in journalism, to hide injustices by powerful corporations or governments (Weiner, 2018). Self-censorship by media content developers is highly advocated for as the best way to regulate mass communication through personal responsibilities. Moreover, a consensus on the need for regulation followed by the respect of media individual's rights is heavily advocated for as a sustainable solution to the constant conflict between mass communicators and their governments.

Additionally, mass communication influences modern society are because of the interconnectedness and interdependence of culture, communication, and consciousness (Zeltukhina et al., 2017). According to his examination of the influence of mass communication on modern society, Zeltukhina found that the impact of media on an individual is due to the combination of three worlds; the real world, information, and symbolic. Further, he suggests that the media is an industry that produces myths and messages and creates a modern reality whose cultural dialogue reflects stereotypes and metaphors.

Trends in mass communication have had an impact on the content and media platform choice. Reviewed literature shows evidence transition to include more interactive platforms like the internet, unlike traditional channels like newspapers (Valkenburg, 2017). Also, targeting mass media has gradually increased, given the thousands of platforms are now available so that messages developed for a particular segment of the population are made accessible to them in the best way possible. Research and development have become a significant integral part of mass communication because delivering messages requires researching targeted audiences (Valkenburg, 2017). Additionally, the size of audiences has grown to include global audiences, and thus media has had to adapt and ensure messages are decent across multiple cultures. Consequently, the development of international regulations on mass communication has also evolved as well as the scope of media, which has grown to include all sectors.

Analysis and Individual Perspective

Communication has ensured that the human species is progressive in all aspects of life, unlike all other life forms. Media influences in today's world are inevitable in simple issues like deciding what brand of coffee to partake and majorly like when deciding a nation's future in elections. Mass communication dates back as early as 100 B.C. However, significant forms of communication have been developed in the past 500 years (Cacciatore, 2016). Development was influenced mainly by the movement of nations from agrarian to industrial based societies. The industrial revolution saw an increased need to communicate to large masses of people because of urbanization and increased appreciation by the public for the entertainment industry, paving the way for advancements of the twentieth century. Developments in mass media are influenced by demand and opportunities created by advancing technologies such as satellites.

Mass media has both negative and positive effects on individuals and society as a whole. The information age we live in has made the world a global village and has made it possible for an individual to receive such information within a short time. People no longer have enough time to process collected info completely, entirely, which can be distressing or overwhelming for a person (Turkle, 2017). Additionally, there is too much available info, and with platforms like the internet, one can't tell credible information from speculated data. Individuals also face the risk of addiction to forms of mass media such as films and television, which harms their social skills and health, causing health issues like depression and anxiety, obesity, and inactivity.

However, media is also used by individuals for education, a source of livelihood and entertainment. Platforms like YouTube have been used by renowned world record holders to learn sports skills and to begin or advance careers through videos (Valkenburg, 2017). Additionally, society has had its share of effects on cultural aspects, relations, and morality with the mass culture's growth. Media has been used to set cultural trends in society and normalizing actions. For instance, films have, in the recent past, portrayed vengeful behavior as heroic and normalized murder, sexual immorality, and the use of vulgar language among people of all ages.

According to Turkle (2017), relationships in society have been greatly affected by inhibiting effective communication among people who spend most of their time on the media. Additionally, media has been used to create ideals of issues like family, success, relations, among others, and set trends that encourage homogeneity in ways of living and thinking (Turkle, 2017). Homogeneity discourages creativity and divergent thinking, which plays a significant role in ensuring a functional society. In contrast, media has been used to save entire communities as a channel for early warnings of incoming disasters or inform them how to control and prevent the spread of pandemics like the current coronavirus pandemic. It is also a unifying factor in some societies through the airing of loved activities such as football.

Mass communication influences politics, commerce, and research and development. Whether in campaigning for a candidate or advocacy for political reforms and policies, the media plays a significant role in governance. Furthermore, through journalism, mass media, is used to hold governments accountable for their actions, inform the public of injustices in society, and drive agendas (Cacciatore, 2016). The media has made the world a global village, discouraging inhumane acts by dictatorial regimes while informing us of cross-cutting issues such as climate change. Additionally, the media industry provides livelihoods for millions directly and indirectly by enabling the growth of commerce through advertisement. Media platforms like the internet have revolutionized research and development by sharing scholarly resources and acquiring funds through grants for research.

Notably, the info age is still young, and if yesteryears are anything to go by, mass communication will gradually advance depending on growing demands and better technological opportunities. Therefore, regulations of content through censorship and laws must be guided by the morality and consequences of such content.

Summary and Conclusion

Mass communication has seen tremendous growth in the past century to become a significant aspect of any society. The development of trends has been influenced by issues such as industrial revolution, technology, and globalization. Media platforms have increased in number and become more interactive, such as the internet. Advances in technology have been influenced by research and development as best practices in media advocating targeted audience messages. Additionally, globalization has created the need for international regulations in mass communication to ensure decency and acceptance of words by the global community.

Moreover, a consensus on the need for regulation followed by the respect of media individual's rights is heavily advocated for as a sustainable solution to the constant conflict between mass communicators and their governments (Cacciatore, 2016). The effects of the media, as postulated by the media dependency theory, are influenced by multilevel conditions with varying interactions between the needs met by the media and the effects. The effects which are both positive and negative can either be personalized or societal and cut across different aspects of life including health such as mental disorder, depression, obesity, addiction among others, education like in career development and scholarly research, commerce like in marketing and advertising, and politics for campaigning. Also, media has been used to set cultural trends in society and normalizing actions.

Mass media can be used as a force if good or bad depending on how individuals choose to use it. The future of mass communication will be influenced by technological growth and the demand of the populations. Additionally, the influence of media on our values and beliefs is significant because of the interconnectedness of culture, communication, and consciousness. Therefore, all stakeholders must integrate morality in their communications and ensure content respects the audiences' rights.

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Regulations have the primary concern of protecting public order, security if a state, ensuring decency, and maintaining cultural standards by supporting national or regional language and culture (Weiner, 2018). Additionally, regulations are expected to protect a person's fundamental freedom of expression and rights from abuse. However, rules have often been used as weapons to inflict fear, especially in journalism, to hide injustices by powerful corporations or governments (Weiner, 2018). Self-censorship by media content developers is highly advocated for as the best way to regulate mass communication through personal responsibilities. Moreover, a consensus on the need for regulation followed by the respect of media individual's rights is heavily advocated for as a sustainable solution to the constant conflict between mass communicators and their governments.

Additionally, mass communication influences modern society are because of the interconnectedness and interdependence of culture, communication, and consciousness (Zeltukhina et al., 2017). According to his examination of the influence of mass communication on modern society, Zeltukhina found that the impact of media on an individual is due to the combination of three worlds; the real world, information, and symbolic. Further, he suggests that the media is an industry that produces myths and messages and creates a modern reality whose cultural dialogue reflects stereotypes and metaphors.

Trends in mass communication have had an impact on the content and media platform choice. Reviewed literature shows evidence transition to include more interactive platforms like the internet, unlike traditional channels like newspapers (Valkenburg, 2017). Also, targeting mass media has gradually increased, given the thousands of platforms are now available so that messages developed for a particular segment of the population are made accessible to them in the best way possible. Research and development have become a significant integral part of mass communication because delivering messages requires researching targeted audiences (Valkenburg, 2017). Additionally, the size of audiences has grown to include global audiences, and thus media has had to adapt and ensure messages are decent across multiple cultures. Consequently, the development of international regulations on mass communication has also evolved as well as the scope of media, which has grown to include all sectors.

Analysis and Individual Perspective

Communication has ensured that the human species is progressive in all aspects of life, unlike all other life forms. Media influences in today's world are inevitable in simple issues like deciding what brand of coffee to partake and majorly like when deciding a nation's future in elections. Mass communication dates back as early as 100 B.C. However, significant forms of communication have been developed in the past 500 years (Cacciatore, 2016). Development was influenced mainly by the movement of nations from agrarian to industrial based societies. The industrial revolution saw an increased need to communicate to large masses of people because of urbanization and increased appreciation by the public for the entertainment industry, paving the way for advancements of the twentieth century. Developments in mass media are influenced by demand and opportunities created by advancing technologies such as satellites.

Mass media has both negative and positive effects on individuals and society as a whole. The information age we live in has made the world a global village and has made it possible for an individual to receive such information within a short time. People no longer have enough time to process collected info completely, entirely, which can be distressing or overwhelming for a person (Turkle, 2017). Additionally, there is too much available info, and with platforms like the internet, one can't tell credible information from speculated data. Individuals also face the risk of addiction to forms of mass media such as films and television, which harms their social skills and health, causing health issues like depression and anxiety, obesity, and inactivity. Read More