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Effects of Mass Communication
Effects of Technology on Mass Communication
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Summary: Technology affects mass communication immensely, as each new technological development threatens the previous. Find out how heightened technological times will transform the face of mass media with help from a communications professor in this free video on communication.
Dr. Michael Morgan is a professor of communication at the University of Massachusetts, and he has published many writings on issues of mass communication. His areas of specialization...read more
"Every technology...every technological development that comes along has a tremendous impact on the previously existing technologies. When radio came along, they said, "Okay. Well, we don't need newspapers anymore," and they...the newspaper industry prevented radio from having access to those wire services because it was a threat. Then television came along and people said, "Well, we don't need radio anymore. We don't need to listen when we can see and hear." But radio changed. Radio transformed itself. Instead of radio being a general mass medium that everybody shared at the same time, radio became more fragmented and targeted towards specific audiences. Before television, everybody listened to the same radio programs. There were soap operas and game shows and detective shows on the radio. Those moved to television, and television...and radio became more fragmented into specific groups. Now, with the Internet, we're seeing challenges and transformations in all existing media. Newspapers are threatened, this time seriously, with extinction. Radio is no longer a local medium. You can pick up a radio station in Australia, in Argentina, in Albania -- any country in the world. You can turn on your computer and hear live radio from that country. If you miss a show on television when it was on, you can go to the Internet. You can stream it. If you want to create your own television program and post it on the Web, you can do that now. So each transformation, each new development, has completely transformed the technology that came before. We often assume that the previous technology is going to completely disappear -- that rarely happens. What usually happens is they're significantly changed in some way. So just as television dramatically changed radio, now the Internet is dramatically changing television."
eHow Article: Effects of Technology on Mass Communication
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