The history of mass media

1. The history of mass media

2. History of Television • Who invented radio? • Who invented television?

3. Electronic media is important because: • We spend so much time with it. Only one more daily activity takes up more of our time. • It helps create and support icons of pop culture • It provides shared experiences • It is the primary ambassador of American culture • It shapes our language, our values, our political, social and religious beliefs, our fashion sense and our lifestyle.

4. Radio • Radio emerged as a maritime service during World War I. Early radio was simply a means of point-to-point communication. • In 1920, Congress allowed private citizens to use radio waves, setting the stage for radio broadcasting to become a commercial and entertainment enterprise. Congress sanctioned a private monopoly – GE, AT&T, Western Electric and the United Fruit Company to control radio. The five combined their patents to form RCA. • “Messages” could now be sent to a large number of people simultaneously. Radio became America’s second mass medium.

5. Radio Continued • The Radio Act of 1920 set guidelines for the new industry and established three key components that still exist today: The Spectrum is a national resource – individuals do not own frequencies – they license their use from the federal government. Licensees must operate in the public interest. Government censorship is forbidden.

6. Radio Continued • KDKA in Pittsburgh became the first commercial radio station on November 2, 1920 -- broadcasting news of election returns. In 1922, there were 28 commercial radio stations. Just six months later there were 378. Early radio stations were often owned by newspapers or department stores. • About 12 million U.S. homes had a radio in 1930, nearly half of the population. By 1940 that figure was 28.5 million. Car radios became standard equipment.

7. Television • TV was introduced to the public at the 1939 New York World’s Fair, but development stalled during WWII. David Sarnoff, the head of RCA, and William Paley, the head of CBS, became instrumental in the growth of the television industry. • TV sets went on sale in 1946. A small black and white set cost $200, a console $2500. The median income in the United States was $3000. TV grew so fast and the demand for station licenses was so great that the FCC declared a freeze on new stations.

8. Television Continued • Early programming included news, sports, game shows, sitcoms, children’s programming, variety shows and dramas. Most programming was live. Videotape was also introduced late in the decade. • The big three networks – ABC, CBS and NBC – dominated programming. On any given night more than 90 percent of viewers were watching one of the big three.

9. Television Continued • The sixties brought significant changes to the television landscape. • Television journalism came of age thanks to several significant events in American and broadcasting history. • Networks expanded their nightly newscasts to 30 minutes. • The “space race” heated up and networks routinely covered each launch. • In 1963 President Kennedy was assassinated in Dallas. Networks suspended their regular programming and commercials for four days. An estimated 93 percent of American homes watched the president’s funeral and burial. • CBS anchor Walter Cronkite earned the title, “the most trusted man in America.”

10. Television Continued • CNN signed on the air on June 1, 1980. Other cable networks soon followed. Cable networks began to take a significant percentage of viewers and advertising dollars from the dominate Big Three networks. • Remote controls and VCRs changed the way people watched television. • The switch from analog to digital transmission begins in earnest. High-definition television begins a slow, but steady growth in programming.

11. Television Statistics • The average American watches close to four hours of TV each day. • 90% of US households have 2 or more TV sets. • 81% of children ages 2 – 7 watch TV alone and unsupervised • 70% of day care centers use TV during a typical day

12. Television Statistics • 54% of 4-6 year olds would choose to watch TV rather than spend time with their father. • Children who watch 10 or more hours of TV a week suffer negative academic effects. • Average American child ages 2 -11 watches TV 20 hours a week. • By age 18, the average American child sees 200,000 violent acts on TV. • By age 18, children witness almost 20,000 murders on TV – most by handguns.

13. Television Statistics • 73% of people in TV dramas who commit violent acts go unpunished. • 47% of violent situations show no real harm to victims and 58% show no real pain. • 4% of violent programs show nonviolent alternatives to solve problems • 80% of Hollywood executives thing there is a link between TV violence and real live violence. • What do you think?

14. Television Statistics • During Saturday morning cartoons there are typically more than 200 junk food commercials. • At least 12 medical studies link excessive television watching to increasing obesity rates. • In 1963, 4.5% of children ages 6-11 were seriously overweight. By 2009, this percentage had more than tripled. • Before graduating high school, the average US child will see 360,000 commercials

15. Good points of TV: • Television is a “window on the world” for news and information. • Television provides escape and relaxation. • Television introduces new ideas and information.