Mass media

What is Mass Media? What does Mass Media entail? Well, in this blog entry, I will be covering these questions in depth, explaining definitions, theories and a whole lot more. So, without further ado, let’s start cracking!

In one of his lessons, Steven Coleman explains: “Mass media means technology that is intended to reach a mass audience.” There are a lot of forms of communication these days, each one intended to reach a certain audience. The most universal and known platforms for mass communication would be the radio, newspapers, television, magazines and lastly, the most recent discovery, the Internet. We as human beings rely on these sources for news and information; whether it is for attaining the latest news about the political or social state/issues of a country, the latest news in pop culture or even for entertainment purposes, these sources play a vital role in our knowledge of society as a whole. These sources that are used can be described as mass media.

Mass media has a major influence on today’s society. Through mass media, news outlets are created, which on its own creates the opportunity for the general public to form an opinion on certain topics and even share it across these outlets. Mass media also plays a fundamental role in educating the public. We have all heard the saying: If you don’t know answer to something, just Google it. There is almost nothing these days that you can’t find the answer to should you go search it online.

Now, you may be wondering which ‘theories’ I was talking about at the beginning. Well first, let’s talk about what exactly Theory is. In one of his blog entries, Davie (2010) described theory as a formulated statement or proposition with an explanation supporting this statement. Media Theory aims to describe the consequences of mass communication on the community, audiences and people; how people put mass communication to use; how learning from mass media takes place and finally, the effect mass media has on its audience’s opinions and values.

There are numerous approaches to this subject of mass communication; these theoretical approaches are called the seven paradigms. According to “paradigm” (2017), a paradigm is an intellectual perception or view that is acknowledged by an individual or a society as a definite example, model or pattern of how things function on a universal level. These Seven Paradigms are: The Positivist approach, The Critical approach, The Meaning Production approach, The Technological Deterministic approach, The Information Society approach, The Post Structural Postmodern approach and The Post-Colonial approach.



Business Dictionary, 2017. paradigm. [Online]
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Coleman, S., n.d. What is Mass Media? – Definition, Types, Influence & Examples. [Online]
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Davie, G., 2010. What is Theory?. [Online]
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