Media influences our lives on a daily bases. People around the world are exposed to mass media messages, which inform them, manipulate their world view. Mass media is not only use to disseminate ideas, but to shape the current state of political and social events. Even though the technological medium of information delivery differs from media to media, the source of information is often the same. The current state of global media is in a critical point of reinventing itself and looking for new ways of reaching its audiences.

Mass media influenced by technological boom

Mass media was born with the invention of the printing press in the 15th century. The printed press found a way of reaching a wider audience that was hungry for information. Even though newspaper circulation only increased in the 17th century, the readership of mass communication grew rapidly. However, the interaction between readers and publication declined as the feedback process was difficult to be established due to distance and lack of technological means.

With the invention of radio and television, the medium of communication and audience specification changed. Reaching the target audience became an economic issue, as the consumer of mass media had to first acquire the technology in order to obtain the media message. From this stage, media was highly linked to consumerism. The Internet shifted the dynamics of mass media even further, by challenging the media structures and providing a competitive tool that reaches audience in a different level.

The role of public opinion and government in mass media

In order to understand the role of mass media on society, it is important to define the key players in mass media, which are the public, the media and the government. Each one of them influences the other and determines the interpretation of the message. The political structure of each country determines the model of discerning information. The Democracy model uses public opinion as the key point that influences the media, which reciprocally affects the policy and provokes government response. In other models of government structure, the mass media messages are manipulated and influenced by politics and specific individuals.

The Internet and mass media

The Internet and social media not only changed the traditional publishing and writing standards, but made self-publishing and global connectivity possible. Mass media became a tool of obtaining information as a first source and it is the individual’s choice to look for other interpretations on the message. Mass media will be increasingly challenged, as its target audience has the power to change information and decide how to use it.

Mass media’s influence on society is strongly linked to the level of critical thinking in each individual. Therefore, political manipulation and distorted consumerist messages that can be spread via mass media on society, will become redundant if the empowered and aware audience does not buy into them.