Mass Media Redefined

Defining mass media is no longer simple.

Merriam-Webster defines mass media as a medium of communication such as newspapers, radio, or television) designed to reach the mass of the people (n.d). What we have learned over the last 10 years is that mass media is no longer relegated to these three mediums, which have faced drastic changes and a steady decline over the years. Since 2018 newspaper circulation has decreased by 12% while  62% of consumers  receive their news often from social media (Suciu, 2019). Although radio and television continue to be mildly successful, digital streaming channels and music services have given consumers more choices, and despite having the option to subscribe for a price, consumers pay less for digital subscriptions like Netflix and Hulu than for cable television packages, while services like Spotify and Pandora allow more music, news and podcasts without commercial interruption. 

Mass media is no longer consigned to what specific mediums want consumers to hear, instead the growth of technology and the continuous production of streaming services have afforded customers the privilege to hear and see what they want anytime and anywhere. Thanks to mobile devices such as phones, tablets, and laptops, the amount of entertainment through streaming channels has afforded consumer more for less as the low prices for streaming services continues to compete with high -priced cable services (Zimmerman, 2019). As technology continues to evolve rapidly, mass media must use creativity while paying close attention to audience demographics, behaviors and consumption to maintain its relevance (Wellson-Rossman, 2019). 

Over consumption of mass media due to technological advancement should encourage consumers to think critically.

Traditional media is still functional through the use of social media and streaming, because it has been given new ways to be heard. Although journalism is competing with non journalists, and fake news, awareness that these things exist has encouraged consumers to be discerning about the news that is shared by friends on Facebook and similar social media sites. According to Pew Research Center (2018), 57% of consumers who view their news on social media expect the information to be inaccurate. Facebook is working with news publishers to make sure that accurate news information is reaching its audiences, however,  reputable journalism is still contending with peer to peer news sharing, and inaccurate news telling. 

The new definition of mass media is no longer simple and requires consumers to think more as they consume more. Technology has progressed in the way we receive information, but it is the responsibility of the consumer to think critically about what is received before clicking the share or like buttons. Also, its important to be aware of how much information we are consuming as technology continues to shape our culture.  

Resources

Pew Research Center. (2019, July 9). Newspapers Fact Sheet. Retrieved from: https://www.journalism.org/2018/09/10/news-use-across-social-media-platforms-2018/

Suciu, P. (2019, October 11). More Americans Are Getting Their News From Social Media. Forbes. Retrieved from: https://www.forbes.com/sites/petersuciu/2019/10/11/more-americans-are-getting-their-news-from-social-media/#2a3ec05a3e17

Welson-Rossman, T. (2019, June 18). How Modern Technologies A Shaping A New Generation of Media Professionals. Forbes. Retrieved from: https://www.forbes.com/sites/traceywelsonrossman/2019/06/18/how-modern-technologies-are-shaping-a-new-generation-of-media-professionals/#b6bc56067f42

Zimmerman, B. ( 2019, October 25).  Streaming Services and The War On T.V. Forbes. Retrieved from:  https://www.forbes.com/sites/forbesbusinesscouncil/2019/10/25/streaming-services-and-the-war-on-tv/#7f204fbc79ab