Effects of Mass Media

The media has had many faces. It has not only been informative or entertainment but provided a tool to influence or persuade an audience. The media, at some point, has played a part in persuading an outcome in everyone's life. Throughout history it has transformed through word of mouth, print, radio, movies, television and the Internet. The rate at which mass media evolved in the 20th century demonstrates its impact on American society.

The 20th century developed new technologies revolutionizing mass media. Printing had been the beginning of mass media and was the primary source to the communication industry. Newspapers were the first form of media to achieve mass circulations numbering in the millions. However, at the start of a new century alternate means of instantaneous communications had begun sparking interest. Popularity in silent films grew, offering entertainment and educational films. By 1920, the first U.S. commercial radio station aired. Recognizing its economic retail potential, electronic manufactures began producing inexpensive radios. Unlike newspaper articles someone could read or interpret what they chose, the radio would be the time the public would be spoken to in large numbers, from within their home. Live radio became a widely used propaganda tool in molding American minds. The government intervened with restrictions and broadcasters had been warned. It provided direct influence on public opinion. Mass media aided in gaining American's support in the war, increased production by driving impulse to spend, and portray the ideal American life style. The direct effect model revealed the influential power in mass messaging. In 1938, a legendary early study demonstrated the risk of mass messaging. War of the Worlds radio broadcast aired a staged alien attack. Some became frightened and panicked, believing the broadcast had been real. Thus ignited an ongoing study and theories on the effects mass media would have on society.

As time passed, mass media continued to evolve and so did the magnitude on consumers. Television would be introduced by 1939, but the Second World War brought manufacturing and broadcasts to a halt. By 1945 it would emerge again with rapid development and provide cinema, news, music, and other media into American homes. By the 1950's Television had quickly become a primary medium to mass media. The largest impact on American culture was the visual delivery of streaming content. The first televised World Series game in 1947 had been sponsored by Gillette and Ford. An estimated 3.9 million viewers tuned in; it was the first mass audience of that size. Gillette safety razors sales would continue to top its market sixty-five years later. Televised elections, debates, and presidential speeches would shape political opinions. Hiding his frail movements and providing a good public appearance on television had aided in President John F. Kennedy's election. While President George W. Bush lacked public speaking skills with a horrible television presence Americans did not display the same connection towards him. Television would change the Civil Right Movement, because people could