Mass Society Theories, Social Responsibilty Theory and the Media
The first half of the twentieth century played a vital role in the state of the present media. The century commenced with the influx of new forms of media as modernization uncontrollably invaded all social forms. The dominant medium of the nineteenth century, the newspaper, sustained its power at the beginning of the century. Moving pictures, or film, was born and started to form its own cult of followers. The entrance of radio and television also received a warm welcome from the masses in the succeeding decades. These innovations in media technology received harsh criticisms from different sources (Baran & Davis, 1995).
The impact of the new media technology in the recent course of history was evident. Thus, it incited chaos among the social elites that started relentless criticism of the power of media and the formulation of what is now known as the mass society theory. Leaders of established social and political institutions feared the kind of society that would grow out of this aspect of modernization.
Long-term effects of the ‘uncontrolled’ use of media were the focus of the mass society theory. Mass society theorists highly regarded the power of media, especially the new, more technologically-advanced ones, and how it could influence the average people in the society, which are potentially more powerful than the social elites. They also feared that the power of media could be a tool for the rise of a totalitarian social order in America, as what some parts of Europe had experienced (Baran & Davis, 1995).
The reputation of the media also led the theorists to push their assumptions forward. The powerful people manipulated what was supposedly a ‘free’ media. Yellow journalism was rampant to protect their reputation. Sensationalized and over-dramatized news stories were as widespread to attract audiences for profit. The elites also started to question the quality of culture the media projected. It was accused of being cheap and tasteless, and
The impact of the new media technology in the recent course of history was evident. Thus, it incited chaos among the social elites that started relentless criticism of the power of media and the formulation of what is now known as the mass society theory. Leaders of established social and political institutions feared the kind of society that would grow out of this aspect of modernization.
Long-term effects of the ‘uncontrolled’ use of media were the focus of the mass society theory. Mass society theorists highly regarded the power of media, especially the new, more technologically-advanced ones, and how it could influence the average people in the society, which are potentially more powerful than the social elites. They also feared that the power of media could be a tool for the rise of a totalitarian social order in America, as what some parts of Europe had experienced (Baran & Davis, 1995).
The reputation of the media also led the theorists to push their assumptions forward. The powerful people manipulated what was supposedly a ‘free’ media. Yellow journalism was rampant to protect their reputation. Sensationalized and over-dramatized news stories were as widespread to attract audiences for profit. The elites also started to question the quality of culture the media projected. It was accused of being cheap and tasteless, and