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 will provide an in-depth look at many kinds of media, how media trends reshape the United States’ cultural landscape, and how that culture shapes media. These topics will be explored by examining both the past and present of mass media and mass communication—ending with speculation about how they will continue to evolve.

First, it is important to distinguish between mass communication and mass media and to attempt a working definition of culture. Mass communication refers to information transmitted to large segments of the population. The transmission of mass communication may happen using one or many different kinds of media (singular medium), which is the means of transmission, whether print, digital, or electronic. Mass media specifically refers to the communication tool designed to deliver a message to a wide audience. Mass media platforms include radio, newspapers, magazines, books, video games, and Internet media such as blogs, podcasts, and video sharing. Another way to consider the distinction is that a mass media message may be disseminated through several forms of mass media, such as an ad campaign with television, radio, and Internet components. 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 changed how people interact with friends, family, and the world. Facebook Groups dedicated to niche hobbies like 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 wired world of smartphones, social media feeds, and AI-generated content, people’s expectations of their leaders, celebrities, teachers, and even themselves have changed drastically in the modern age. This book provides readers with the context, tools, and theories to engage with the world of mass examining the history, theory, and effects of media practices and roles in America. This book also provides a framework to consider some of the crucial issues affecting media and culture in today’s world.

COVID-19 and its impact on mass media

The COVID-19 pandemic disrupted the globe, so it should come as no surprise 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 would about to experience.

For some mass media, the pandemic accelerated pre-existing problems. It forced some physical bookstores to close. Newspapers saw an accelerated decline in print circulation. Television and film studios had to halt or delay production, and Hollywood had to delay the theatrical releases of their planned blockbusters Black Widow, Mulan, and No Time to Die, a devastating move for already fledgling movie theaters suffering from box office declines. The Internet has found itself polluted with disinformation and misinformation, spreading poor information on topics ranging from the pandemic itself to American political discourse.

Some positive aspects manifested out of one of humanity’s darkest chapters. Audiences for audiobooks grew during the period, as well as an uprising in popularity for 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 like Zoom and online collaboration tools such as Microsoft Teams also had 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+ surged in popularity and signified a major shift away from legacy broadcast television. Film studios have also placed a stronger emphasis on streaming, a move that has changed its film distribution model. Scarlett Johansson sued Disney when they released the film simultaneously in theaters and via its streaming platform, a move that limited her ability to reap financial gain based on the structure of her contract earning dividends on box office receipts. The case was eventually settled, but the practice has become more commonplace after Trolls World Tour shattered expectations during its release.