COMM180:

Lesson 2: Origins of Mass Media

Communication Yesterday and Today

For most of human history, face-to-face was the only type of communication that took place. The invention of writing allowed information to be stored for later consumption without having to commit it to memory. This invention dramatically increased accuracy and allowed for increasingly complex thought.  But for almost all of human history, the speed of communication was very slow. Simple information could be communicated over long distances by playing loud drums or using smoke and fire as signaling devices. Carrier pigeons could also be used to send short messages over long distances faster than a person could travel. But when sending long, complex messages, the speed of information was still limited to the speed at which a person could travel. The famous Pony Express took 10 days to travel 2,000 miles across the United States. Similarly, in the mid-1800s, it took ships 10–14 days to cross the Atlantic from the United States to Europe. If you sent a letter to Europe, you would have to wait a month or more before you received a reply! The telegraph was invented in the 1830s, and the first commercial telegraph line in the United States was established between Baltimore and Washington, DC, in 1844. Suddenly, information could be sent instantaneously! Today, we grow impatient when someone does not reply to our text message or email right away. The next time you get frustrated, just think of what life was like before electronic communication!

Video 2.4 shows an example of signal fire communication from Lord of the Rings: The Two Towers.

We now live in a 24/7 media environment where major world events like wars and natural disasters are reported instantly. The 20th century saw the rise and maturation of mass media, where content producers focused on reaching the largest possible audience. As we move into the 21st century, we see content producers using newer digital technologies to create customized content for individuals. The average household today can choose from an almost unlimited number of television and film choices from multiple streaming services and cable channels compared to choosing among 4–5 broadcast stations in the 1970s. Spotify and Pandora have become major sources of music distribution, and each provides customizable stations and playlists. Meanwhile, cable news has to find content to fill up 24 hours per day, 7 days per week. Many observers feel much of this airtime is filled with speculation and uninformed opinion that harms democracy rather than helping it. The instantaneous nature of electronic media creates pressure to provide instant answers that are often wrong. Perhaps we would be better served if the media resisted that pressure and allowed for more thoughtful reflection.

The Rise of Web 2.0 and New Communication Networks

Another fundamental shift, often referred to as Web 2.0 signaled the rise of user-generated content. In the 20th century, a few large companies produced most of the content we consume.  Today, YouTube videos, blogs, Facebook, and Twitter allow all of us to be content creators. Instead of only choosing among dozens of video channels or hundreds of newspapers, we can now select among an almost infinite variety of content.

The change is not just in the content we consume for entertainment and news (mass media) but also in our interpersonal communication. A hundred and fifty years ago, the only way to talk to someone was face-to-face or by sending a letter. Even as recently as 30 years ago, the only improvement was the ability to use a landline telephone—and making long distance calls was very expensive. Today, we can send instant messages and video chat with one or dozens of friends around the world simultaneously, and the cost is practically zero! This change makes it much easier for us to keep in touch with old friends and make new friends.

Another area that has changed is commerce. Record stores and video stores have all but disappeared and even bookstores are struggling to survive. Even nonmedia businesses have changed. Few people use a travel agent since we can now shop for airline flights, hotels, clothing, cars, and everything else imaginable online.

Just as important as the changes described above is the fact that we continue to increase the amount of time we spend using telecommunications. We  now spend more time using media than just about anything else we do. We use it so much that it is hard to recognize how pervasive it is.

Watch Video 2.5 for a reflection on how Web 2.0 has changed communication: