ERA OF MASS SOCIETY | MASS SOCIETY THEORY

ERA OF MASS SOCIETY AND MASS CULTURE 

 

These ideas developed in the latter half of the 19th century as new media technologies were invented and popularized. Although some theories were optimistic about new technology most were extremely pessimistic. They blamed new industrial technology for disrupting peaceful rural communities and forcing people to live in urban areas to serve as a convenient work force in large factories, mines or bureaucracies. Theorists were fearful of cities because of their crime, cultural diversity and unstable political systems. 

 

For many social thinkers, mass media symbolized everything that was wrong with 19th century urban life. Media were singled out for criticism and charged with interfering with lower class tastes, causing political unrest, violating important cultural norms.  

 

MASS SOCIETY THEORY 

 

This theory (the first of its kind) was based on the belief that man lives in a society, which is his identity, and thus the media do not affect individuals but social formations, which are comprised of masses. This idea was facilitated by the availability of such mass media as newspapers, magazines, radio and movies on a massive scale. As more and more people availed themselves of these media facilities the idea of a mass society was born. 

 

The theorists believed that the media had corrupting influences on average people. To them ‘average’ people were those who did not have superior tastes. They believed that the media functioned like a ‘magic bullet’ or a ‘hypodermic needle’ – both penetrate a human being’s personality and leave their effects deep down inside. Baran calls this theory a ‘grand theory’. 

 

Not all people considered the effect of media bad. Most people remained stoic as they were not swayed by the fare media offered. They made careful selection and instead of being corrupted were enlightened by media. 

 

The essential argument of mass society theory is that media undermines the traditional social order. To cope with this disruption, steps must be take to either restore the old order or institute a new one.  

 

Media has an influence and the influence is negative. The negative impact of the Industrial Revolution was the division of society on the basis of class. People thought that media was for the elite. With the printing press, people wanted to learn about different media. Elite were educated and informed and they did not want the people in the lower strata to be educated because if they were, they would refuse to be treated like dust.