2. History of mass media

Types of drama in numerous cultures were probably the first mass media, going back into the Ancient World. The first dated printed book known is the “Diamond Sutra”, printed in China in 868 AD, although it is clear that books were printed earlier. Movable clay type was invented in 1041 in China. However, due to the slow spread of literacy to the masses in China, and the relatively high cost of paper there, the earliest printed massmedium was probably European popular prints from about 1400. Although these were produced in huge numbers, very few early examples survive, and even most known to be printed before about 1600 have not survived.

Johannes Gutenberg printed the first book on a printing press with movable type in 1453. This invention transformed the way the world received printed materials, although books remained too expensive really to be called a mass-medium for at least a century after that.

Newspapers developed around from 1612, with the first example in English in 1620; but they took until the nineteenth century to reach a mass-audience directly.

During the 20th century, the growth of mass media was driven by technology that allowed the massive duplication of material. Physical duplication technologies such as printing, record pressing and film duplication allowed the duplication of books, newspapers and movies at

low prices to huge audiences. Radio and television allowed the electronic Printing-press of Gutenberg duplication of information for the first time.

Mass media had the economics of linear replication: a single work could make money

proportional to the number of copies sold, and as volumes went up, units costs went down, increasing profit margins further. Vast fortunes were made in mass media. In a democratic society, independent media serve to educate the public about issues regarding government and corporate organizations. Some consider the concentration of media ownership to be a serious threat to democracy.

The 1 9 0 0 s

At the dawn of the new century, the media consisted mainly of newspapers and various periodicals. News, entertainment and advertising were packaged into one paper, and not divided into special sections. Newspapers and magazines were limited to local and regional news as there were no extensive communication systems like we have today.

The 1 9 1 0 s

Newspapers and magazines dominated the media in the second decade of the 20th century. Due to World War 1, the public looked for news they could trust in these sources. The war changed the relationship between the press, the public and the government. Military censorship was necessary for national security, leading to debates over the press concealing facts.

The 1 9 2 0 s

Radio dominated the Twenties, with roughly 3 million Americans owning radios by 1923. The appeal of the spoken word attracted audiences and advertisers, while publishers were

forced to improve upon its image to retain profits. Television, capable of wireless transmission of moving pictures, was first demonstrated in 1926, combining sight and sound to rival radio.

The 1 9 3 0 s

In 1929, The Great Depression started with the collapse of the American stock market. At the lowest point in 1933, 16 million people, or one third of the United States working population were unemployed. Many advertisers switched to radio from newspapers, spending US$60 million in radio commercials. Radio infiltrated all aspects of American life, filling it with music, news, entertainment and advertisements.

The 1 9 4 0 s

Radio became the dominant form of media during and after World War II, as could provide war information much faster than newspapers, and people desired current news of the war situation and of their relatives fighting overseas. Radio was also more economical, as it was a one-time investment of a radio set. Newspapers still supplied daily information and advertising, and large media groups continued to grow throughout the 1940s.

The 1 9 5 0 s

Television dominated the media industry in 1950. There were 3.1 million television sets in American homes, and over 100 television stations operating in 38 states across the USA. Apart from being known as “The Golden Age of Television”, the Fifties were also remembered as the Cold War, when fear of nuclear destruction and takeover by the Communist was strong.

Cinema, radio and print media were to compete with television that seemed to give the best of both worlds: pictures and sound. With the advent of television in the 1950s, print media, radio and film were forced to rethink their approaches towards news and entertainment.

The 1 9 6 0 s

The 1960s were a time of political, social and cultural change. Americans were confronted with cult movements, the Vietnam war, civil rights issues, student protests, all covered by national news organizations, and more immediately television. Television's effect on politics, public perception and advertising continued to grow. Since 1962, with the communications satellites space news reports from around the world could be transmitted directly to a broadcast center, giving television unique power to communicate major world events real-time.

The 1 9 7 0 s

In the 1970s, reporters took stronger roles in uncovering news. They revealed corruption in the government that lead all the way to the president. The Pentagon Papers started a legal

battle between the powers of the government to protect its secrets and the press' freedom to publish information for the public good.

The 1 9 8 0 s

There was explosive growth of the media in the 1980s, especially television. With rising costs of materials and labour, and with competition from 24-hour cable television news, many

newspapers disappeared, leaving many towns with only one print voice to service them. Satellite television reported events across the world. Cable news and cable television also rose in popularity, competing with network television.

The 1 9 9 0 s

With the Internet going public, electronic publishing and chat rooms sprang up, allowing individuals to express their opinions to a large audience. With minimal technical know-how,

anyone could air his or her comments and views without the huge expense of traditional publishing. Still, advertising searched for new ways to use new media to promote their products.