While different forms of communication have existed for thousands of years, mass media is a modern invention. The term refers to the use of communications technology to deliver messages to a large audience, something that was not possible before the development of contemporary printing and broadcasting methods. Although the concept of mass media was first coined over a century ago, it remains relevant in the twenty-first century’s rapidly evolving communications landscape.
If you are interested in public relations, journalism, broadcasting or other related fields, it is essential to know about the evolution of mass media technologies and how these continue to evolve. That’s where the online Master of Science (M.S.) in Media Management, Mass Media Management online program from Arkansas State University (A-State) can help. This unique and versatile advanced degree path will help you gain important insights about mass communication and apply them to your future career in the fast-paced world of media management.
What Is the Definition of Mass Media?
There are several possible definitions of mass media, but one of the most common is articulated by Karen Wambugu, a digital marketing consultant. “Mass media comprises traditional mediums like television, radio, newspapers, and magazines,” states Wambugu. “Its primary role is to disseminate information to a broad audience.” In other words, mass media is a vital tool for communications and media management professionals who want to reach large groups of people.
While mass media has roots in technologies of the twentieth century, including broadcast and print, the emergence of digital media has both expanded and challenged older definitions of the term. Things like social media and online news have undoubtedly expanded how information can reach a large audience. For example, Our World in Data estimates that 63% of the world’s population had access to the internet as of 2023, constituting a potential mass audience of several billion people. On the other hand, an article by researcher Boonchai Hongcharu in the journal Cogent Social Sciences suggests that digital media is distinct from mass media, and that increasing use of the internet corresponds with a decreased usage of traditional mass media sources.
What Are Some Forms of Mass Media?
In his review of the literature on mass media consumption, Hongcharu suggests there are three types of mass media: broadcast, print and support. “Broadcast media are electronic media that transmit over-the-air broadcast signals through wireless communications,” according to the article.
These include such channels as radio and television. Print, by contrast, uses text and images in a non-electronic format, such as a newspaper or magazine. Finally, there is support media which includes everything else: “including outdoor, branded entertainment, transit, billboards, point of purchase displays, theater, in-store, etc,” according to Cogent Social Sciences.
The Importance of Mass Media
The study of mass media is particularly significant for modern communications professionals, especially future media managers who wish to effectively persuade their audiences. A debated area of the field is the way in which messages distributed by mass media have an effect on their recipients.
Multiple studies have investigated the cognitive, behavioral and emotional impact of media on both children and adults, according to ThoughtCo. Those interested in pursuing media careers, whether as public relations professionals or as journalists, would benefit from learning more about the influence of mass media.
Become a Leader With a Degree in Media Management
A-State’s online M.S. in Media Management, Mass Media Management program is a perfect next step for those interested in a media career. You learn how to sharpen your public relations and communication skills in practical ways.
Courses like Audience Market Analysis or Crisis Communication equip students with modern tools and technologies to gather important media data and communicate it well. Just as importantly, graduates gain a deeper understanding of mass media’s impact, giving them the intellectual tools to accomplish their career goals.
Learn more about Arkansas State University’s online M.S. in Media Management, Mass Media Management program.