Mass Media Advertising
Mass media was coined in the 1920s with
the advent of nationwide radio networks, mass-circulation newspapers
and magazines, although mass media was present centuries before the
term became common. Mass media is a term used to denote a section of
the media specifically envisioned and designed to reach a very large
audience such as the population of a nation state.
The term public media has a similar meaning: it is the sum of the public
mass distributors of news and entertainment across mediums such as newspapers,
television, radio, broadcasting, which require union membership in large
markets such as Newspaper Guild and AFTRA, & text publishers.
The concept of mass media
is complicated in some internet media as now individuals have a means
of potential exposure on a scale comparable to what was previously restricted
to select group of mass media producers. These internet media can include
personal web pages, podcasts and blogs.
Types of drama in numerous
cultures were probably the first mass-media, going back into the Ancient
World. The first dated printed book known is the "Diamond Sutra", printed
in China in 868 AD, although it is clear that books were printed earlier.
Movable clay type was invented in 1041 in China.
Newspapers developed around
from 1605, with the first example in English in 1620 ; but they took
until the nineteenth century to reach a mass-audience directly.
During the 20th century,
the growth of mass media was driven by technology that allowed the massive
duplication of material. Physical duplication technologies such as printing,
record pressing and film duplication allowed the duplication of books,
newspapers and movies at low prices to huge audiences. Radio and television
allowed the electronic duplication of information for the first time.
Mass media had the economics
of linear replication: a single work could make money proportional to
the number of copies sold, and as volumes went up, units costs went
down, increasing profit margins further. Vast fortunes were to be made
in mass media. In a democratic society, independent media serve to educate
the public/electorate about issues regarding government and corporate
entities. Some consider the concentration of media ownership to be a
grave threat to democracy.
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