Oultine of Developmental Stages and Evolution of Traditional to New Media

Introduction

Mass media has developed over a long period of time, since the era of ancient oral traditions to the incorporation of the internet. Mass media consists of any form of communication that is intended to reach a general as well as the public audience. The evolution of mass media, that is discussed in this essay, has been affected by significant inventions, discoveries as well as social circumstances over the years in countries such as the United States. Additionally, new forms of technologies have played a significant role in altering contemporary media and culture to include the social media sites that have continued to attract a wide range of individuals in every country around the world.

Ancient Oral Traditions

Orality is the first as well as the most widespread mode of communication and before the invention of writing, it was used for storing as well as transmitting knowledge, art, as well as ideas. Oral tradition is contrasted with literacy and it has served humanity for hundreds of years as the only means of communication for maintaining societies as well as institutions, and studies conducted on six continents reveal that it is still a dominant mode of communication. When institutions such as government wanted to inform the public of any issue, the message would be conveyed to the people orally. A clarification on local media ecology as well as evolution has also involved research through direct contact with communities that still esteem orality as a means of communication in the society.

The Print Media

The invention of writing was a significant step in the evolution of mass media in many regions around the world. During the early times of the evolution, the news was presented to the local populations through printed press and some regions had the opportunity to have infrequent newspapers. One of the most significant sociopolitical circumstances that contributed to the evolution of print media is the colonization of different regions around the world. In the United States, for instance, different colonies developed the continuous press in 1704 and the newspapers were united for a common cause during the Revolutionary War. By the mid-19th century, many regions in Europe and North America had the ability to mass-produce print media.

The cost of distributing the print media because of the invention of printing technology which made it increasingly easier for the people to express themselves. The freedom of expression guaranteed by the constitution led to the development of journalism in the United States with papers such as the New York Sun and the New York World. Significantly, the purchase of the New York Times by Adolph Ochs in 1896 contributed to more evolution of mass media and people could receive information about the government, politics as well as the economy. The spread of information was swift and more people could receive it.

Radio

The invention of the radio was one of the most important element of mass media evolution in the 1920s. At the time, the National Broadcasting Company (NBC), as well as the Columbia Broadcasting System (CBS), became very common and they could communicate to a variety of people including those in rural America. Politicians such as President Franklin Roosevelt significantly used the radio to address the political as well as economic issues to the people in the United States. Since then, innovations such as satellite radio that started to work in the early 21st century have also revolutionized mass media not only in the United States but the rest of the world. Information started to travel for distances across the oceans.  

Television

The distribution of communication through the radio waned with the invention of television which combined the best attributes of the radio and picture and mass media was changed forever. Through the television, the dissemination of information became easier since journalists, as well as news anchors, could effectively connect with the audience. For instance, politicians took advantage of the television to appeal and connect with the citizens in deeper ways than before. Television also made many people participate effectively in public opinion and the role of mass media continued to increase due to the need to inform individuals on different happenings.

New Technologies

The invention of the cable as well as the expansion of the internet in the early 2000s was a significant step in the evolution of mass media. Such inventions and discoveries opened up many options for media consumers around the world, and the contemporary media, as well as culture, was changed significantly. Technology has therefore made it increasingly easier for almost everyone in the society to access media in many different ways especially as a result of the internet. People’s lives now revolve around the media as well as the information that each gives. As such, each generation is interested in varying types of media due to the number of options presented.

The invention of computers and other related devices such as laptops and smartphones has changed contemporary media in significant ways. For example, technology has enabled people to access the media whenever they want regardless of their location because the media is much easier to access. Both the print media and broadcast media are readily available on the internet and the new technologies have also strengthened media organizations including the journalistic profession. People are no longer restricted to mass media by limited options since the internet has made it easier and large-scale.

Mass media culture has also been affected by new technologies. For example, the invention of social media has become a significant development in the mass media but people do not follow the trend of designated time to watch or listen to the news. Currently, the society is spending a lot of time researching about all the different types of media access. Children on the other hand in countries such as the United States have started to spend a lot of time alone in social media websites, therefore, avoiding outside interactions. Before the advent of the internet and smart devices, people could wait for a designated time to receive information. Nonetheless, some media outlets are currently disseminating information in real time.

Conclusion

Mass media (started from traditional and nowadays it's a new media) has evolved over hundreds of years, beginning even before the invention of writing. The evolution has relied upon innovations and discoveries as well as social and political circumstances such as fighting for freedom through the use of newspapers. The invention of the radio and television changed the face of mass media because people felt a connection with the communication being given. However, new technologies such as the internet and smart devices have made it possible to change the culture of mass media and there is no limitation in what humanity can achieve due to the information that flows in the different forms of media.

References

• Fox, J. (2019). A New Golden Age for Media?. Retrieved from https://www.theatlantic.com/magazine/archive/2014/05/start-the-presses/359810/
• Powers, W. (2019). The Massless Media. Retrieved from https://www.theatlantic.com/magazine/archive/2005/01/the-massless-media/303668/
• Su, N. (2016, January). Historical track of the development of media technologies and the evolution of advertising forms. In 2015 4th International Conference on Sensors, Measurement and Intelligent Materials. Atlantis Press.