DEVELOPMENT OF MEDIA AND ITS IMPACT IN UNITED STATES
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Introduction
From the start to the end of 1990s the press became one of the first and fundamental mediums that could reach a large audience.it involved a combination of technological advancements in the making and distributing newspapers and developments on financial organization. The First World War triggered the formation mass media. Since the 1830s the United States media is attributed to large scale industries .in the 19th century the largest manufacturing organizations were the urban newspapers (Schmidt 2019)… The development of new media displaced magazines and also goading magazine sales. This media growth led to an introduction of films, radio, televisions, computers and the World Wide Web. The new media is displacing the print media but it is also increasing specialization. Mass media is characterized into two types, the print media that involves magazines and newspapers and the broadcast media which entails radio and television. Advancements in technology are hiding the difference between the print and the broad cast media.it is argued that when a medium can reach a critical audience it does displace the existing medium of communication. The uprising of special–interest role magazines began back in the early 1970s; the magazine industry reacted to the loss of national advertising and eventual failure of mass circulation, general interest magazines due to the increasing use of television by both consumers and advertisers (Nissen et al 2020)
Magazines
Magazines are pivotal in the culture of America since the start of 19th century. Magazines as one of the print media are among the most dominant mass mediums in the 90s.print media involves books, newsletters, newspapers and magazines. It is characterized as dominant because it was portable and able to reach a large audience. Print media began when there was publication and distribution of federalist papers whose goal was to promote the endorsement of the United States constitution. In the early days magazines only relied on the wealth and the revenue subscriptions of their publishers. Some argue that money was not the motivation to start a magazine but it solely relied on whether the publisher had something to say. Due to the revolution and the brand names’ changes, the magazine became a hub of massive advertisements thus making popularity of the magazines spark to greater heights. In the 19th century the major advertisers gave a lot of money to all the popular magazines in the United States. The availability of leisure time and technology advancements led to popularity of magazines. The black and white photography had an essential role in magazines .Technology then brought four colors printing which viable within no time. The National Geographic was the first four color editorial publication at to as early as 1910s.During this time books and newspapers had great completion with the magazines. The monthly and weekly magazines such as colliers wrote detailed articles that revolved on national issues that promoted a huge middle-class audience during this century.
Motion pictures
At the development stage of the 19th century the most competitive mass media were the newspapers books and the magazines.in the media context and advancement of technology there was introduction of a new mass media that was to affect the magazines which was film.in 1904 The Great Train Robbery attracted many movie goers(Southgate, 2017).. The introduction of movie magazines started in the early 90s.In the middle 90s, the movie theater’s weekly attendance rose to about 40 million(Southgate, 2017).. In 1948 the number raised to about 90 million (Southgate, 2017). In the early stages the industry only relied on attendance ticket revenue not advertising. Research made detailed an empirical evidence on contemporary relationship between movies and magazines, this growth led to introduction of many movie magazines during its development they introduced advertising before and after the watching the movies, This led to an increment on revenues thus sparkling economy in the united states, The leading movie magazines essentially relied on the readers interest on the pursuit to know more about the movie stars. To date movie magazine have sparkled to greater revenue due to massive sales hat are easily seen.
Radio
After the motion picture entrance as competitive media to the magazines, the new media to follow suit was radio. The first radio station to go on air with sponsors and programming went on air in 1920 (Bulger & Davison 2018).This motion medium solely relied on sponsor advertising revenues and consumer time. The growth of radio was very rapid and popularity grew even bigger. The radio network brought market competition threat to magazine because it was reaching a large audience. The first official network was NBC dating back the 1926 (Kaakinen 2020).radio is the first broadcast media to be invented. Entertainment programs and news targeted the rural people. Radio listenership grew rapidly. This led to politician’s realization that this mass medium had a way of reaching a large audience in a personal manner. Franklin D. Roosevelt utilized this media and became famous through attaching the political prowess and power on radio (Bulger & Davison 2018).. He explained his ideas on a better America on radio. Researcher say that the leading magazine publishers went to university faculties to seek advice because they had seen a potential threat where they were losing all the advertisements gigs to radio.in the middle 90s research showed that over 28 million households had radios(Kaakinen 2020).. Talk stations began to rise in the 1980s and in 1990 there was a campaign to the FCC to approve the satellite radio (Kaakinen 2020).. Radio led to economic growth through advertising of companies hence highly impacting the advertising industry.
Television
Television actionably combined the best attributes the radio and pictures possess that changed the mass media forever. This media came to overtake all other media because if it wad advertising the picture was evident and informative.by the year 1956 television had reached a landmark of 35 million television sets depicting a 71.8 percent in penetration and diffusion to united state households (Schmidt 2019).it led to a massive growth in advertising and revenues boomed to the broadcasters due to many advertising. In way televisions pushed magazines away from the market and also the advertisement share. The struggle of magazine circulation struggled deeply. This made the magazine industry to develop special interest magazines in order to cope with the completion threat. The introduction of televisions did not only affect the other mass media but also it had an impact on United States politics and elections. Even more than radio televisions enabled politicians to connect with the citizens and voters in a profounder way. They were able to see a presidential candidate face and see him answer questions in interviews.in the 1960 the citizens were able to get a glimpse of the first presidential debate (Schmidt 2019)…
The internet
After invention of computer the internet also came in as a deep factor in this industry. There was introduction of worldwide web a communication media that some see it as interactive in nature. This media provided benefits also provided by radio, televisions and magazines. A 1998 report showed that advertiser ill shift to online business, advertisers were spending a lot of revenues in the internet (Schlesinger 2017). The united states internet advertising bureau started tracking the internet and expenses on the internet and found that an estimated 2 billion us dollar were used as advertising revenue(Schlesinger 2017. The United States internet penetration showed that Americans were using the internet very much in the late 19th century (Schlesinger 2017. Reports indicate that this led massive decline of magazines s because United States citizens would acquire information from the World Wide Web.
Conclusion
The introduction of mass media in the 19th century had several impacts to the united states.it led to massive inventions that have had a greater impact to the society today. The introduction of favorable media also led to decline of certain Medias such as magazine. Television overtook radio and magazines because it incorporated the two attributes radio and pictures. Mass media has led to growth of economy when companies advertised their goods and services on the media. This led to a win society where the media and the advertising companies got a lot of revenue. Advancement of technology in the mass media had an impact on politics where the candidates are able to talk and be heard directly by the voters and citizens. Mass media has had a great impact on the society positively and negatively
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REFERENCES
Bulger, M., & Davison, P. (2018). The promises, challenges, and futures of media literacy. Journal of Media Literacy Education, 10(1), 1-21.
Kaakinen, M., Sirola, A., Savolainen, I., & Oksanen, A. (2020). Shared identity and shared information in social media: development and validation of the identity bubble reinforcement scale. Media Psychology, 23(1), 25-51.
Nissen, S., Randle, Q. B., Johnson, J. L., & Lynes, J. (2020). Prosodic Elements for Content Delivery in Broadcast Journalism: A Quantitative Study of Vocal Pitch. Electronic News, 14(2), 63-77.
Schlesinger, P. (2017). Book Review: The media and public life: A history.
Schmidt, H. C. (2019). Media Literacy in Communication Education. The International Encyclopedia of Media Literacy, 1-6.
Southgate, D. (2017). The emergence of Generation Z and its impact in advertising: Long-term implications for media planning and creative development. Journal of Advertising Research, 57(2), 227-235.