Evolution of Modern Communication (02:29)
The ongoing human need to communicate, has resulted in mass media, or the countless newspapers, magazines, radio and TV broadcasts, and advertising messages that besiege us daily.
Communication Tools in Mass Media (02:42)
Print mass media allowed one voice to speak to many, rapidly spreading ideas and information. Wired technology accelerated and expanded the reach of communication, changing social distance.
Communication Technology and Society (02:49)
Mass media do not exist apart from society. The television medium has power over society and an impact on the culture. Research depends on viewers to watch as a means for advertising.
Impacting Society with Television (03:45)
Television mirrors society in values, principles, and religious views. The advertising system exists to move products. Being on television is a way of making an impact.
Commercial Sponsorship (03:15)
Television makes an impact on society. Groups use tactics such as making a display or disruption to attract the attention of the media. Television fails to reflect every point of view.
Segmented Communication (04:18)
More media means more choices. Segmented audiences have higher levels of interest. Mass communication is more accurately termed segmented, niche, or specialized communication.
New Media Communication (06:19)
Multi channels and media forms fractionalize and change the definition of audience. New technology creates social and cultural changes. Access to technology allows the monopoly of knowledge.
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