Project 2: Institutions Analysis Mass

Media

Presented By: Anjalee Buwanekabahu

 History of Mass Media

The term media was initially linked to the idea of print media; however, decades later,
media became so much more.
The newspaper was the initial form of media that ever existed.
The first ever American newspaper, the Publick Occurences, was published in 1690 (Shedden).
The television and cinema era later brought a new preference of media and entertainment.
Cinema and motion pictures were brought to entertain audiences in 1894 (The History).
The television was first invented in 1927 by Philo Farnsworth (The History).
The introduction of the internet to the public, as well as the invention of computers, laptops
and smartphones created a new era for mass media.
The first computer was put together at Harvard in 1944 (Media History).
The first laptop was built in 1981 (The History).
The internet was introduced in 1990 (McPherson).
Smartphones were first invented in 1993 (The History).
 Societys Perception of Mass Media
Most individuals consider the media to have both benefits, and hindrances.
The media is known to promote interpersonal communication between all age groups.
Children are exposed to educational television programs at a younger age to develop their
cognitive skills (Kirkorian et. al 39).
Most pre-adolescents begin using social media a younger age to enhance their socializing
skills (Kirkorian et. al 52).
The media enables young children to make new friends by identifying their similar
interests in cartoons, or television shows (Kirkorian et. al 52).

The media is also identified by some individuals as a corruptive and manipulative mechanism.
Some individuals claim that the media and television distract children from their studies
(Dunn).
Some children become uncontrollably addicted to television (Dunn).
 Within the Perceptions of Mass Media

The media is a crucial component of todays society, and most individuals value its
influence in the world.
The media informs the people about current topics that arise around the world
The news constantly informs individuals about socioeconomic and political details
around the globe (Yeomans).
The media also proves useful for warning individuals about certain natural disasters or
violence that will occur in future or about those that already have occurred (Yeomans).

Television and the media bring enjoyment to individuals all over the globe
Sports, technology and fashion information are enthusiastically presented to individuals
in the comfort of their home (Rumana).
Social media gives individuals, both young and old, a haven to escape from the harsh
realities of life (Rumana).
 Advancements in Mass Media

The media has undergone some drastic changes since it was first introduced, and most
of these changes have been for the better.
In the past, the television and the newspaper were the most common means of mass media;
however, new technologies have brought better accessibility.
Mobile phones are now able to do many more functions, aside from being used as a
contact devices (Understanding Media).
Tablets, Notebooks and Laptops have dominated the market due to their portable usage,
and efficiency (Understanding Media).
Apps, as well as social media networks have brought a wide array of communication
preferences, as well as other opportunities and benefits to their users (Understanding
Media).
 Reasons for Change

The reason for the changes undergone by mass media, is to improve its profitability and
also its efficiency towards users.
Mass media companies obtain major profitability through the enhancements done to the mass
media system.
Apps are constantly being updated and new ones are developed for users to use and
purchase (Understanding Media).
Companies opt to create more futuristic technologies (i.e. cell phones), by constantly
updating their attributes, and hence also grow their economic basis (Understanding Media).
Television and the mass media have become more beneficial over the years.
The enhancement of technology and mass media have added varied features that contribute
to making life much easier (Understanding Media).
The internet has become a crucial contributor to education, communication and even
entertainment (Understanding Media).
 Stability of Mass Media

Mass media is a very stable, networked institution.

One of the most stable aspects of mass media is the internet, as well as the socialization
framework it provides.
The internet is a large socioeconomic giant which is currently the most frequently used
means of mass media (Shih).
Social networking applications such as facebook, twitter, etc have become a cultural
norm (Shih).
 Improvisations to Mass Media

Mass media has already undergone rapid improvements, and would forever be an
updating, ever expanding social institution.
Mass media is already a constant system, and as of now would not require any change.
Many individuals have adapted to the mass media that currently exists; causing a
drastic change would rupture the system (Kaul).
The state of mass media, as it is now, is in no need of any dramatic change (Kaul).
Mass media undergoes small changes every day, which are sometimes not noticeable.
New websites are added to the internet almost everyday (Kaul).
Apps and social media networks are constantly being updated to serve new and
different functions (Kaul).
 Major Participants of Mass Media

The major participants of this institution are individual members who get exposed to the
influences of mass media in their everyday lives.
Children who watch television and cartoons, can identify themselves as participants of mass
media.
Most children in developed countries are knowledgeable about the internet and mass
media (The Impact of Media).
Members of mass media play different roles, and are of different age groups and sociocultural
backgrounds.
Many individuals around the world have been exposed to some aspect of technology and
the media (The Impact of Media).
The main role of a member of mass media is to contribute, and take part in the institution
(The Impact of Media).
The status held by mass media is the same for all its participants.
All participants have one goal, and that is to adopt some means of communication,
education or entertainment through mass media (The Impact of Media).
 Does Mass Media Select its Members?

Mass media does tend to function, and adapt better to some individuals in contrast to
others.
Most individuals do not have proper access to technology and the internet.
Wealthy individuals are able to gain access, and even purchase expensive technological
items (Devi).
Individuals in developing countries, are unable to obtain proper access to mass media
(Devi).
Younger individuals tend to participate in technological advances more than most adults
Children and teenagers are able to adapt to newer technologies and applications much
faster than elders (Gigli).
The majority of the individuals that utilize social media are the younger generations
(Gigli).
Does Mass Media Select its Members? (cont.)
Does Mass Media Select its Members? (cont.)
Childrens/Young Peoples Television Usage
 Television, Cartoons and Behavior

Media affects the behavior of children and pre-adolescents.

Television and media promotes consumerism, gender role adoptions, violence but also
education, among children and pre-adolescents.
Children identify themselves with the characters that appear on screen, thus
initiating them to imitate said characters (Duvall 338).
The media contributes to alteration of childrens moral reasoning and development
skills (Yang 257).
The media promotes a wider mental attitude amongst the younger generation, under
the pretense of general entertainment (Richert & Flynn 31).
 Functionalist Perspective

The functionalist perspective emphasizes that society is an intricate system,

consisting of several parts working together to promote stability of said
system. In this case, the complex system is the mass media institution, and
its consumers and participants are considered as the collective parts that
promote its stability. Additionally, mass media enables individuals to
remain interconnected to one another. It promotes communication, which is
an essential aspect of socialization. Humans depend on connectivity and
social interactions to live. Overall, it can be stated that the entire mass media
institution enables communities to remain interconnected to one another,
and thus also brings social order to society.
 Conflict Perspective

The conflict perspective asserts that society faces abiding inequalities, and
frequent conflicts for limited resources. Moreover, it states that social order in
society is retained through the struggle for dominance and power, in preference to
compliance and general agreement. When considering mass media, conflict can
be seen by individuals who are able to access technology, while some others
cannot. This in-turn creates a competition between individuals to obtain access to
mass media. Additionally, social network systems like Facebook, Twitter and
Instagram hold competitions for members (i.e. to obtain more followers or even
more likes) thus creating a clash between participants. Other aspects of conflict
theory in mass media include cyberbullying, where individuals begin to pester,
blackmail and intimidate students on the internet and on social media.
 Works Cited

Devi, Thokchom Vidyarani. "Mass Media Access And Reach: A Study Based On Rural Population Of
Manipur In The Process Of Development." International Journal of Informative & Futuristic Research 3.5
(2017): 1598-606. International Journal of Informative & Futuristic Research. Web. 30 July 2017.
Dunn, Phil. "Students say social media interfere with homework." USA Today.
Duvall, Spring-Serenity. "Childrens Programming: Cartoons." Encyclopedia of Gender in Media, edited by
Mary Kosut, SAGE Reference, 2012, pp. 31-34. Gale Virtual Reference Library. Accessed 23 July 2017.
Gigli, Susan. "Children, Youth and Media Around the World: An Overview of Trends &
Issues." UNICEF (2014): n. pag. UNICEF. Web. 30 July 2017.
Kaul, Vineet. "Changing Paradigms of Media Landscape in the Digital Age." OMICS International. OMICS
International, 05 Feb. 2012. Web. 31 July 2017.
Kirkorian, Heather, Ellen Wartella, and Daniel Anderson. "Media and Young Childrens Learning." Princeton
Publications 18 (2008): 39-61. Princeton. Web. 30 July 2017.
 Works Cited (continued)

McPherson, Jim. "Media History Timeline." Media History Timeline. N.p., n.d. Web. 30 July
2017.
"Media History Timeline." Media History. N.p., n.d. Web. 30 July 2017.
Richert, Rebekah A., and Rachel M. Flynn. "Social Learning from Media." Encyclopedia of Media
Violence, edited by Matthew S. Eastin, SAGE Reference, 2013, pp. 337-339. Gale Virtual
Reference Library. Accessed 23 July 2017.
Rumana. "Advantages and Disadvantages of Watching Television." ReelRundown. ReelRundown,
05 Oct. 2016. Web. 31 July 2017.
Shedden , David. "Today in media history: First colonial newspaper published in 1690." Poynter.
N.p., 25 Sept. 2014. Web. 30 July 2017.
Shih, Clara. "The New Social Norms." Identity, Sharing, and Influence on the Social Web |
InformIT. N.p., 9 Sept. 2010. Web. 31 July 2017.
"The History of Mass Media timeline." Timetoast. N.p., n.d. Web. 30 July 2017.
 Works Cited (continued)

"The Impact of Media Use and Screen Time on Children, Adolescents, and Families." American
College of Pediatricians. N.p., 09 Nov. 2016. Web. 31 July 2017.
"Understanding Media and Culture: An Introduction to Mass Communication." University of
Minnesota Libraries Publishing. University of Minnesota Libraries Publishing edition, 2016.
This edition adapted from a work originally produced in 2010 by a publisher who has requested
that it not receive attribution., 22 Mar. 2016. Web. 31 July 2017.
Yang, Melissa M. "Moral Development, Effects of Media Violence on." Encyclopedia of Media
Violence, edited by Matthew S. Eastin, SAGE Reference, 2013, pp. 257-260. Gale Virtual
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Yeomans, Matthew. "Social media's crucial role in disaster relief efforts." The Guardian.
Guardian News and Media, 06 Nov. 2012. Web. 31 July 2017.