From a historic viewpoint, mass media technology change significantly in every century, and some of the methods that people used to receive information in the past are in the present day obsolete. As a reflection note, in the 1900s, the audience was very dormant, particularly in networking. They weren’t any mode that could connect people easily or make mass communication quick as people experience it nowadays. The primary methods for mass media included the magazines, newspapers, television, and through the radio which came as an effort through inventors to improve wireless communication (Mansell, 2012). Nevertheless, all these methods were quite disadvantageous as they did not enable extensive mass communication hence inactive in their capacity to connect masses conveniently. As a result, there was a need for more innovation to automate systems.
Before the invention of the motion pictures, magazines were the dominant function regarding mass media for the American people. It was an elemental part of the culture dating back the time that American Magazine made its first publication during the colonial era. However, as the turn of the century continued to develop, technology jetted in and started to affect the competition between magazines and other forms of print media such as newspapers and books. Also, due to fading of reading, the development of methods that required little reading was essential, and the first notable evolution came in the light of motion pictures back in 1904 when film entered the realm of mass media (Wimmer & Dominick, 2013). However, it was later of reduced impact since television and radios became popular before the internet era came to shape the patterns of mass media significantly.
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As time advanced, however, the emergence of the many forms experienced in the present day began to take shape. One of the most important ways was computer technology. Even if they did not have the size, speed, and other present features they changed communication and how people connect in great details. To the Americans, the introduction of email replaced the use of letters while other facilities such as Skype has improved efficiency by allowing people to connect and collaborate on shared issues irrespective of their distance (Biagi, 2012). On the same case, it has also eased business communication and interaction methods as people can connect and shop online (Wimmer & Dominick, 2013).
On the same case, the evolution of internet also changed communication in great details as it has made it possible to connect via teleconferences, websites, instant messaging, voice IP addresses among others. Receiving information to the American people is no longer a case to do with radios television or newspapers. It also enables people to create large communication networks and threads where people can post their views and respond to others instantly with reduced cost (Biagi, 2012). Above all, network communication also improves the user interface, enhances visibility as people can chat while seeing one another (Mansell, 2012). As a result, it doesn’t just enable quick communication but also improves quality by integrating audio-visual techniques as evidenced in the use of Skype.
Communication Automation also allows the creation of online virtual communities where people can share diverse information sets depending on what they do or related (Biagi, 2012). Regarding that, the Americans benefit in significant details as most people use them because of low cost as well as their ability to reach large numbers within a short period (Mansell, 2012). Moreover, as time moves, the influence of social media in all avenues will be so real that other platforms will likely become of little use. All in all, the most likely form to make way for social media for mass communication is print technology that mainly includes magazines and newspapers.
Media Convergence and its Impact
Media convergence is a case to do with the merging of the widely used media technologies to allow the creation of a more digitized platform that enables computer networks. On the other hand, it can refer to the economic strategy that puts several media properties together to allow digitization and computer networking to collaborate (Dwyer, 2010). As a result, it enables the global exchange of every kind of content quickly and with ease. On the same case, it is a way to simplify the production of media content besides enabling its expansion, acceleration, and the cost savings that come along (Meikel & Young, 2011). Most importantly, digitization not only allows connections but it is also a valuable input in business, health, and in education sectors just to mention some areas where its practicability is of great value.
Regarding the general impact of digital media, one certain scenario is the replacement of print media as well as automation of information. As an advantage, the emergence and dependability on tools, including the highly social platforms such as Twitter and Facebook to connect with various audiences, combined with blogs, websites and other online tactics have exponentially broadened the reach and lessened the cost of connecting with the masses.
In conclusion, it is imperative to look at the importance of media literacy as an essential element to responsible media consumption. The necessity for this knowledge is to enable the journalists and broadcasters to select the useful content as opposed to just making a choice between yellow journalism and tabloid press. As a result, the society will be in a good position where they only receive useful content hence positive social progress. On the same case, it is a way to concentrate on issues that matter most, which can also empower, instead of dealing with the content that is primarily of financial gain to the media houses.
References
Biagi, S. (2012). Media impact: An introduction to mass media . Cengage Learning.
Dwyer, T. (2010). Media convergence . McGraw-Hill Education (UK).
Mansell, R. (2012). Imagining the Internet: Communication, innovation, and governance . Oxford University Press.
Meikle, G., & Young, S. (2011). Media convergence: Networked digital media in everyday life . Palgrave Macmillan.
Wimmer, R. D., & Dominick, J. R. (2013). Mass media research . Cengage learning.
