massmedia大众传媒.docx

massmedia大众传媒.docx

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massmedia大众传媒

Massmedia

Massmediaareinstitutionsofmasscommunication;theyserveasthechannelsthroughwhichmessagesarepassedfromthesourcetothedestination.FromthefoundingoftheUnitedStatestothepresentday,massmediahaveplayedanimportantroleinnearlyalltheimportanteventsofthenation.Nowadays,newmediahasbecomeasignificantelementineverydaylife.TheglobalnetworkoftheInternetconnectspeopleandinformationviacomputers.Massmediaunquestionablyinfluenceeverydimensionofpeople’slives.

Massmediadenotesasectionofthemediaspecificallydesignedtoreachalargeaudience.Thetermwascoinedinthe1920swiththeadventofnationwideradionetworks,mass-circulationnewspapersandmagazines.However,someformsofmassmediasuchasbooksandmanuscriptshadalreadybeeninuseforcenturies.

MassmediaincludesInternetmedia（likeblogs,messageboards,podcasts,andvideosharing）becauseindividualsnowhaveameanstoexposurethatiscomparableinscaletothatpreviouslyrestrictedtoaselectgroupofmassmediaproducers.Thecommunicationsaudiencehasbeenviewedbysomecommentatorsasformingamasssocietywithspecialcharacteristics,notablyatomizationorlackofsocialconnections,whichrenderitespeciallysusceptibletotheinfluenceofmodernmass-mediatechniquessuchas advertising and term publicmedia islessusedandisdefinedas"mediawhosemissionistoserveorengageapublic."MarshallMcLuhan,oneofthebiggestcriticsinmedia'shistory,broughtuptheideathat"themediumisthemessage".

Massmediaareveryimportanttoolsofcommunication,throughwhichinformationispassedtoeventhefarthestendoftheworld.Theyenableustocommunicatewitheachotherbyhelpingustoovercomethebarriersoftimeandapace.

Kinds

1、TV

AfterWorldWarII,people’shomeswereinvadedbyapowerfulnewforce--television.Theideaofseeing"live"showsinthelivingroomwasimmediatelyattractive.Theeffectsofthispowerfulmediumarestillbeingmeasured.TelevisionhasdevelopedsinceWorldWarIIintothemostpopularmediumintheUSandUK,onethathashadgreatinfluenceonAmericanwayoflife.VirtuallyeveryAmericanhousehold--98%in1999--hasatleastoneTVset.SevenintenEnglishmenin1991reportedgettingmostoftheirnewsfromTV.Threelargeprivately-ownednetworks--NBC,CBSandABC--claimed90percentoftheTVmarketfromthe1950sthroughthe1970swithfreebroadcasts.

CableTelevision

However,therapidspreadofpaycableTVinthe1980sbrokethehegemonyofthebigthree.By1999,closeto70%ofAmericanhouseholdshadsubscribedtocableTV.CableTV,carriedbycoaxialandfiber-opticcables,originatedin1948tobetterserveindividualsinmountainousorgeographicallyremoteareaswhocouldnotreceiveover-the-airTVstations.Thegenesisofcableasitisknowntodaystemsfromdevelopmentofthedomesticcommunicationssatellite,approvedbytheFederalCommunicationsCommissioninJanuary1973.

Thenewtechnologyofferedcableprogrammersacost-effectivemethodofnationalandinternationaldistribution.InDecember1975,HomeBoxOffice,anall-moviechannelownedbyTime,Inc.,becamethefirstprogrammertodistributeitssignalviasatellite.ThenextservicetousethesatellitewasalocaltelevisionstationinAtlantaownedbyTedTurner.Itbecameknownasthefirst"superstation,"bouncingitssignaloffasatellitetoreachanationwideaudience.ThesametechnologyallowedTurnerin1980tofoundtheCableNewsNetwork,CNN,theworld'sfirst24-hourall-newschannel.Byearly1993,MTV,theleadingAmericanrockmusicTVnetwork,hadanaudienceof46millionintheUnitedStatesand32othercountries.Cabletelevisionhasalsobeensuccessfullyusedtoreachverydefinedaudiences.Beginninginthelate1970s,agrowingnumberof.cablesystemsbegan"narrowcasting"orofferingtelevisionprogrammingwithanentirechanneltailoredtoanarrowsectionoftheaudience.

Advancingdigitaltechnologyandincreasingwiringof.citieswithfiber-opticcablethatpermitsmassivetransmissionofdigitalsignalsaregivingcableTVsubscribersahostofnewinteractiveservices.TheconvergenceofthecomputerwithTVispermittingahostofnew"interactive"servicesinwhichtheviewernolongerwatchespassively,forexample"Moviesondemand"whichallowsaviewertochoosebetweenseveralthousandvideosisoneinteractiveservice.Anotherexampleis"shop-at-home"channels.

PublicTelevision

.publictelevisionstationsareindependentandservecommunityneeds.Allpublictelevisionorganizationsarelinkednationally,however,throughthreenationalorganizations:

theCorporationforPublicBroadcasting（CPB）,createdbyCongressin1967tochannelfederalgovernmentfundingtostationsandindependentproducers;thePublicBroadcastingService（PBS）,formedin1969andwhichtodaydistributesprogrammingandoperatesthesatellitesystemlinkingallpublicTVstations;andtheAssociationofPublicTelevisionStations（APTS）,whichhelpsmemberpublicTVstationswithresearchandplanning.InadditiontothesepublicTVstations,thereareagrowingnumberofnoncommercialstationsrunbyChristianevangelisticministries,whichare,forthemostpart,supportedbydonationsfromviewersandmemberchurches.

2、Magazines

Thelate1800ssawthestartofopinionjournalsstillinfluentialacenturylater,includingtheAtlanticMonthly,theNation,andHarper's.Thelargestreadershipswerewon,however,bymagazinesthatcateredtopeople'sincreasingleisuretimeandappetiteforconsumergoods,magazinessuchasCosmopolitan,theLadiesHomeJournal,andtheSaturdayEveningPost.Publisherswerenolongerjustsellingreadingmaterial;theyweresellingreaderstoadvertisers.Becausenewspapersreachedonlylocalaudiences,popularmagazinesattractedadvertiserseagertoreachanationalaudiencefortheirproducts.Bytheearly1900s,magazineshadbecomemajormarketingdevices.

Atthesametime,anewbreedofnewspaperandmagazinewriterwasexposingsocialcorruption.Called"muckrakers,"thesewriterssparkedpublicpressureforgovernmentandbusinessreforms.Yetmagazinesdidnottrulydevelopasapowerfulshaperofnewsandpublicopinionuntilthe1920sand1930s,withthestartofthenewsweeklies.Timewaslaunchedin1923byHenryLuce（1898-1967）.Intendedforpeopletoobusytokeepupwithadailynewspaper,Timewasthefirstmagazinetoorganizenewsintoseparatedepartmentssuchasnationalaffairs,businessandscience.Newsweek,usingmuchthesameformat,wasstartedin1933.OtherprominentnewsweekliesareBusinessWeekand.NewsandWorldReport.

Magazinepublishershaveincreasinglytriedtoappealtoclearly-definedaudiences.Computertechnologyhashelpedpublisherstotargetspecial-interestaudiences.Asaresultofthisspecialization,thenumberofperiodicalspublishedintheUnitedStatesjumpedfrom6,960in1970tocloseto10,000in1999.

3、Radio

ThebeginningofregularcommerciallylicensedsoundbroadcastingintheUnitedStatesin1920endedtheprintmonopolyoverthemediaandopenedthedoorstothemoreimmediateandpervasiveelectronicmedia.By1928,theUnitedStateshadthreenationalradionetworks-twoownedbyNBC（theNationalBroadcastingCompany）,andonebyCBS（theColumbiaBroadcastingSystem）.

Thoughmostlylistenedtoforentertainment,radio'sinstant,on-the-spotreportsofdramaticeventsdrewhugeaudiencesthroughouttheGreatDepressionofthe1930sandWorldWarII.PresidentFranklinRooseveltrecognizedthepotentialofradiotoreachtheAmericanpublic,andduringhisfourterms（1933-1945）,hisradio"firesidechats"informedthenationontheprogressofpoliciestocountertheDepressionandondevelopmentsduringWorldWarII.AfterWorldWarII,television'svisualimagesreplacedtheaudio-onlylimitationofradioasthepredominantentertainmentandnewsvehicle.Radioadaptedtothenewsituationbyreplacingentertainmentprogramswithaformatofmusicinterspersedwithnewsandfeatures.Inthe1950s,automobilemanufacturersbeganofferingcarradiosasstandardaccessories,andradioreceivedabigboostasAmericanstunedintheircarradiosastheydrovetoandfromwork.

TheexpansionanddominanceofFMradio,whichhasbettersoundqualitybutamorelimitedrangethantraditionalAM,representedthemajortechnicalchangeinradiointhe1970sand1980s.FMradio,aidedbytheinventionofeversmallerportableradiosandinexpensive"Walkman"headsets,dominatesmusicprograms,whileAMhasshiftedto"talk"andnewsformats.Barelyinexistence25yearsago,"talkradio,"inwhichcelebritiesandexpertsfromvariousfieldsanswerlistener"call-in"questionsandoffertheiradviceonvarioustopics,hasgrownspectacularlyinrecentyears.IthascontributedtothecomebackofAMradio.BothFMandAMradiohavebecomeincreasinglyspecialized.Musicformats,forinstance,compriseavarietyofspecializations--thetopfivein1991being"countryandwestern,""adultcontemporary,""top40,""religious"and"oldies."

InanerainwhichTVisclearlytheglamourmedium,thereachofradioisstillawesome.Ninety-ninepercentofAmericanhouseholdsin1999hadatleastoneradio;theaverageisfiveperhousehold.Everyday,radioreaches80percentofthe.populationatonetimeoranother.Revenuesmorethandoubledfrom$billionin1990tomorethan$17billionin1999.

In1998,thenumberof.commercialradiostationshadgrownto4,793AMstationsand5,662FMstations.Inaddition,thereare1,460publicradiostationsintheUnitedStates.Mostofthesestationsarerunbyuniversitiesandp