Mass media – a compound term starting with the word mass that simply means “masses”. But there is no terms like “masses”, according to the famous sociologist Raymon Williams. He criticizes media for the use of masses in the media as if there is no individuality. He has abandoned the fact that the media sees the public, audience, readers and listeners at one scale – that is masses!
New Techniques of Media!
In fact, there is no word like masses. Media, for its wider use and more popularity and ease, invented the word, then practiced it and then made the public adopt it. This has been done through the Mass Communication Theory by Daniel Lerner, who proposed the 5 stages of adoption. In his book “The Passing of Traditional Society”, the people are passed through 5 different stages. This is how the word masses have been penetrated into the society. Otherwise, the public cannot be treated as one. The mass media has adopted this formula that says same for all or same for masses. It has added ease to their job.
What the Electronic Mass Media Has Done?
New business models and new mediums have brought about the change to the society, making it a complex place where no one but the financers profit. The hegemony is brought about more by the electronic mass media, especially television, which ruined the existence of print media and the second and third newspapers of America had to rest in peace. The mid 50s was the era when print was defeated by the TV media. However the worth resided more in the print media, having more life!
Can’t audiences be treated as individuals and not masses? As there is no such masses! Media must learn to consider the audience to be a proficient prospect that can influence their TRP and ultimately the sales graph. They must be served with relevance; the results will then suit every individual rather than the masses. Media must realize that the content is not the end-product but the proposal which needs to be approved by the audience through an honest feedback.
Audience Need To Realize Its Worth!
Where the mass media has such a crucial improvement role to play, the audience must also know their worth and must accommodate the media with perfection. They need not to compromise on whatever the content is being telecasted or broadcasted. They must protest against the wrongdoings or the irrelevant content and must demand for such content that has the ability to suit the situations of individuals.