MASS MEDIA: A Brief History

Mass media are tools for the transfer of information, concepts and ideas to the audience, the readers, listeners or the viewers. They are important tools in disseminating information; they make possible communication exchange and spread of knowledge which are vital as far as societies and cultures are concerned. The goals of societies are nurtured and made or reality through mass media in the modern context, for instance communication about education, health, role of panchayat representatives and other are easy and can be done only through the tools of mass media namely newspapers,radio and television.

Mass media create awareness, generate debate and spread knowledge through disseminating information in the society. All these have a significant role in the context of evolution of cultures and their preservation over times. In early days, when the mass media did not exist as they do now there were various medium restricted in approach and narrow in scope.

The history of mass media can be traced back to the days when dramas were performed in various cultures. The term ‘mass media’ was coined with the creation of print media, which is notable for being the first example of mass media, as we use the term today. This form of media started in Europe in the middle ages, Johannes Gutenberg’s invention of printing press allowed mass production of books to sweep the nation. He printed the first book, a Latin bible on a printing press with movable type in 1453. The invention of the orienting press gave rise to some of the first forms of mass communication by enabling the publication of books and newspapers on a scale much larger than was previously possible. 

The publication of books remained too expensive really to be called mass medium for a century or so.Newspapers developed from about 1612, but they took until the 19^th century to reach a mass audience directly. The Times, a newspaper published from London in early 1880s was the first high circulating newspaper, covering a wide geographical area.

The phrase ‘media’ began to be used in the 1920s. The notion of mass media was generally restricted to print media until the post second world war, when radio, television and video were introduced. The auto visual facilities became very popular and covered the mass of all strata because they provided both information and entertainment. In the last decades of the 20^th century, the internet became the latest and most popular mass medium. Information has become readily available through websites and easily accessible through search engines. One can do many activities at the same time. Modern mass media includes the internet, cell phones, blogs, pad casts and social networking off course. 

During the 20^th century the growth and reach of mass media was driven by technology including that which would allow duplication of material. The physical duplication of books, newspapers and movies at low prices allowed the reach of mass media at the remotest of remote part of the country. In a democratic society mass media started serving the electorate about issues regarding government and corporate entities.