Communications and Media

The mass media has always been a very powerful and in influential institution this is not a claim, for it has always been very evident. Through the years, the developments and innovations in mass media technologies have been both overwhelming and surprising. As years pass, the mass media seems to take on a new height which makes it more powerful and influential over peoples lives every time. Evidently, there are privileges in the mass media today that were not enjoyed by the previous generations. Undeniably, there are things the mass media are able to do today that the earlier forms of mass media could not even imagine. However, it can also be observed that there are things the past forms of mass media benefited from that are now non-existent. Thus, a lot of things may have changed. And these changes must have implied significant messages that relate to how the world itself changed over the years.

I was born in the year 1982. This year was filled with both historical and technological milestones that made it memorable and significant in the context of world history. In looking at the developments in mass media, it can also be observed that a lot have been changed from this point in time up to the present. Thus, this discussion shall delve on the significant developments and changes that occurred from this point up to the present. The significant transitions and improvements in mass media shall be noted, and this discussion shall also answer the question, are there significant changes that occurred within this time frame, or was everything practically the same The succeeding parts of this discussion shall explore on the highlights of mass media development from 1982 to the 2009.

Mass Media in the 1980s
The 1980s can be characterized by significant historical milestones in the field of military and science. A lot of significant developments were also noted in the fields of music, art and literature. However, one of the most significant developments which had a great impact on the lives of people is that on mass media.

One of the major issues in the mass media during this period is racism. It has been known that racism has always been part of the American history. However, a lot of people, especially during that time displayed violent repudiation on racial discrimination displayed in the mass media. As per Michael Reichs Segmentation Theory, this situation becomes explainable. Reichs theory explains that during the period of history, the ideal of mass media as a venue for commercialization is still considerably new. Thus, it came like a frenzy. It appeared as if the media was another arm of the countrys economy and industrial community (Combs 107). Because of this, the societys objective in the utilization of mass media became more focused on maximizing profits

As a result, the exploiters will attempt to use any means to 1) suppress higher wages among exploited class,
2) weaken the bargaining power of the working class, often by attempting to split it along racial lines, 3) promote prejudices, 4) segregate the black community, 5) ensure that the elite benefit from the creation of stereotypes and racial prejudices against the black community. (Balkaran)

Apparently, instead of minimizing the effects of racial discrimination, due to the common pursuit of commercialization and profit, the situation was made worse. Because of this, racial issues became a very popular and typical subject matter in the mass media as well. The United States televisions and radios became filled with news about Americas degrading society due to the impacts of racial discrimination. Riots have also been typical sights in the news and in features. All over the nation, the chaos and frenzy in Los Angeles and in similar cities that suffered from grave blows of racism became usual headline. Because of this, the air of America was transformed into a gloomy and chaotic vision. Balkaran specifically notes,
Media have divided the working class and stereotyped young African-American males as gangsters and drug dealers. As a result of such treatment, the media have crushed youths prospects for future employment and advancement. The media have focused on the negative aspects of the black community while maintaining the cycle of poverty that the elite wants. (Balkaran)

This appears disturbing and somewhat surprising, since any person who has been used to the mass media of today would easily think that the mass media during the 1980s might have been equally vigilant and responsive to societal issues and predicaments. However, apparently, the mass media during this period was not positively responsive rather it made the situation worse.

Aside from this, it was also found that the mass media had significant impacts on socialization.  During the 1980s, the impact of mass media in the homes of Americans has been very evident. Almost all American homes have both television and radio units. Because of this, the access to entertainment and socialization became so widespread. In 1980, Graber found in his own study that an average American high school student actually spends more time watching television than studying in class (Mass Media and Society). This entails considerable influence when it comes to peoples socialization and agency of action. Considering the variety of content the television and the radio offered during that time, the viewers and listeners were exposed to all sorts of agency and catalyst for specific actions and behavior. And considering the finding of Graber about the effect of the television to the youth, it is safe to assume that the attachment of the youth to the mass media during that time is somewhat similar or close to how attached the youth of today is to the current forms of mass media.

Over the years, the mass media has always been thought of as a very powerful agent of social responsibility. Today, it can be said that the mass media plays a significant role in empowering the actions and decisions of people. However in the 1980s, this role of the mass media was observed to fall. Due to some political and economic transformations, the influence of the mass media on peoples social responsibility was seen to collapse.

Two developments in the 1980s greatly reduced the socially responsible role of mass media, especially within the large corporate media entities the acceptance in the early 1980s of Ronald Raegans philosophy of deregulation in the marketplace and the demise of the Soviet Union in 1989. These developments spurred a free market economy in which the social responsibility of all businesses, especially mass media conglomerates has declines considerably. (Hiebert and Gibbons 53)

Apparently, instead of succeeding in playing in significant role as an agent of social responsibility, the mass media during the 1980s, once again, failed to be vigilant enough. This reality was also attributed by historians to the then growing communism. However, although this was the case, the individual reliance and dependence of people on the mass media was not seen to falter during this period.  Although the authority of communists appeared tough during that time in third-world countries, especially countries, the reliance and attachment of people in the mass media was seen unchanged. Even in poor households, the efforts of people in accessing television sets were incontestable. Even the poorest town was seen have a common liking for a television unit despite the difficulties in reception (54). This entails a fact that people during that time already know the importance of the mass media. Apparently, the more the communist governments try to suppress the media entities, the more people will try to access media since these are their only window to the real events in the society.

Mass Media Today
Today, the mass media can be considered as one of the most influential and powerful institutions that affect peoples views, behavior and beliefs. A lot of developments that already link the mass media to communication were born, and these developments have been created and these innovations have made peoples lives a lot less complicated since then. As per the medias liberty today, it can be said that the mass media of the current generation is a lot more fortunate that it already enjoys the kind of freedom that the mass media of the 1980s was deprived of. The mass media of today appears to have more freedom in terms of coverage and in the extent of expression. The mass media of today appears to be more empowered and unfastened in displacing the most significant information the people must know. And as what can be observed, due to the vigilance and influence of the mass media, people are also becoming more observant and concerned about societal issues. It is also evident that people today are more mobilized and active when it comes to participating in societal issues.

Thus, as it appears, a lot have about mass medias influence on people its coverage and its freedom have changed from that certain period of 1982 up to today. Basically, the primary factor for these changes is history itself. History paved the way to the significant societal changes and transformations that greatly affected different institutions, not just the mass media. But as what can be observed, the mass media also grew with peoples necessities. During the time of suppression, the mass media made its way into peoples lives to uplift and empower them. While during technological advancement, the media was still there to cope and grow with peoples developing technological abilities. Thus, it can finally be inferred that the mass media has grown a lot. From the dilemmas, constraints and predicaments it faced during the earlier years, it has grown into a liberated, strong and vigilant institution which never fails to touch the lives of millions of people worldwide.