1.2 Intersection of American Media and Culture
Pop culture and American media are inextricably linked. Consider that Jenny Lind, the Beatles, American Idol, and the Fyre Festival were each promoted using a then-new technology (photography for Lind, television for the Beatles, and the Internet and text messaging for American Idol).
Mass Communication, Mass Media, and Culture
This book provides an in-depth examination of various media types, how media trends influence the United States’ cultural landscape, and how that culture in turn shapes media. These topics will be explored by examining both the past and present of mass media and mass communication, culminating in speculation about how they will continue to evolve.
First, it is important to distinguish between mass communication and mass media before defining culture. Mass communication refers to the transmission of information to large segments of the population. The transmission of mass communication can occur using one or more different kinds of media (singular medium), which serve as the means of transmission, whether print, digital, or electronic. Mass media specifically refers to the communication tool designed to deliver a message to a broad audience. Mass media platforms encompass a wide range of media, including radio, newspapers, magazines, books, video games, and Internet media such as blogs, podcasts, and video-sharing platforms. Another way to consider the distinction is that a mass media message may be disseminated through multiple forms of mass media, such as an ad campaign with components in television, radio, and the Internet. Culture generally refers to the shared values, attitudes, beliefs, and practices that characterize a social group, organization, or institution. Just as it is difficult to develop an all-encompassing definition of culture, cultures can be hard to draw boundaries around, as they are fluid, diverse, and often overlapping.
Throughout U.S. history, evolving media technologies have changed how people relate socially, economically, and politically. Social media platforms like Facebook, Instagram, and TikTok have transformed the way people interact with friends, family, and the world. Facebook Groups dedicated to niche hobbies, such as disc golf or board games, allow members to connect with others who share similar interests. Dating apps like Bumble, Tinder, and others have redefined how people seek personal relationships and sexual partners. Amazon’s economic dominance has challenged brick-and-mortar retailers like Macy’s, which invest heavily in maintaining their physical shopping locations. Apps like Uber and DoorDash have fueled the gig economy by allowing individuals to deliver food or passengers as a side hustle. Political leaders like Bernie Sanders and Donald Trump used social media to bypass legacy media outlets and deliver their messages directly to their voter bases during the 2020 U.S. presidential election.
In today’s digital world of smartphones, social media feeds, and AI-generated content, people’s expectations of their leaders, celebrities, teachers, and even themselves have undergone drastic changes in the modern age. This book provides readers with the context, tools, and theories to engage with the world of mass media, examining the history, theory, and effects of media practices and roles in the United States. This book also provides a framework to consider some of the crucial issues affecting media and culture in today’s world.
The Great Media Reset: How a Global Crisis Rewired Our Consumption
The COVID-19 pandemic disrupted the globe, so it should come as no surprise that the systems of mass communication also underwent significant changes. Though talk of the coronavirus and its ease of spreading had circulated in the media for months, the NCAA’s decision to halt the Big East Conference championship tournament midgame, a move that cost TV networks $800 million in advertising revenue from the canceled games of the March Madness tournament (NCAA.org), signified the major shift the world was about to experience.
For some mass media outlets, the pandemic exacerbated pre-existing issues. It forced some physical bookstores to close. Newspapers experienced a rapid decline in print circulation. Television and film studios had to halt or delay production, and Hollywood had to postpone the theatrical releases of its planned blockbusters, including Black Widow, Mulan, and No Time to Die —a devastating move for already struggling movie theaters, which were suffering from declining box office revenues. The Internet has become polluted with disinformation and misinformation, spreading inaccurate information on topics ranging from the pandemic itself to American political discourse.
Some favorable aspects emerged from one of humanity’s darkest chapters. Audiences for audiobooks grew during this period, as did the popularity of podcasts like Nice White Parents and Call Her Daddy, during the height of the outbreak. The video game industry experienced a boom as citizens around the world had many more leisure hours to fill, and games like Animal Crossing: New Horizons and Among Us became global phenomena. Social media and video conferencing tools, such as Zoom, as well as online collaboration tools like Microsoft Teams, also facilitated tremendous interaction. Finally, even as the economy was down, business boomed on the Internet via e-commerce.
The pandemic outlined that some industries needed to change. Some newspapers bolstered their paywalls. Many magazines have shifted to a digital subscription model. Radio has increased the broadcasting of local news and information. Streaming services like Netflix and Disney+ have surged in popularity, signifying a significant shift away from legacy broadcast television. Film studios have also placed a stronger emphasis on streaming, a move that has changed their film distribution model. Scarlett Johansson sued Disney when the company released the film simultaneously in theaters and on its streaming platform. This move limited her ability to reap financial gain, as the structure of her contract earned dividends based on box office receipts. The case was eventually settled, but the practice of streaming films has become more commonplace after Trolls World Tour shattered expectations during its release.
