Mass media and their influence (topic 18)
Today I will talk about the topic of mass media and their influence, focusing mainly on the United Kingdom
and the United States.
Mass media refers to communication tools that reach a large audience, such as television, radio,
newspapers, social media, and websites. These platforms are essential in shaping public opinion, forming
cultural identities, and even influencing political events.
In both the UK and the USA, mass media plays a crucial role in daily life, and its impact can be both positive
and negative.
History and Evolution of Mass Media
United Kingdom:
The UK has a long and proud tradition of journalism. One of the world’s oldest newspapers, The Times,
began in 1785 and still exists today, now with a large digital audience.
Perhaps the most iconic British media organisation is the BBC (British Broadcasting Corporation), founded
in 1922. It is a public broadcaster, meaning it is funded by the state but operates independently, and it is
known worldwide for neutral and reliable reporting.
British media has developed from print media to broadcast media (TV, radio), and now to digital platforms
like BBC iPlayer and The Guardian’s online edition.
United States:
The US media landscape is more commercial and diverse. The First Amendment of the US Constitution
protects freedom of the press, so the media is often very bold.
Famous newspapers like The New York Times, The Washington Post, and The Wall Street Journal have
uncovered major scandals — for example, the Watergate scandal in the 1970s, which eventually led to the
resignation of President Nixon.
The US is also the birthplace of cable news networks like CNN and Fox News, and it dominates digital
media with companies like Meta (Facebook), YouTube, and Twitter (now X).
Types of Mass Media
Let me break down the main types of mass media that exist today:
Print Media: Includes newspapers and magazines. While their influence has declined in the digital
age, titles like The Times and The Economist in the UK, and The New York Times in the US, still shape
elite and global opinion.
Broadcast Media: Includes television and radio. The BBC in the UK and NBC or CBS in the US reach
millions. Political leaders use these platforms for announcements and debates.
Digital Media: Includes websites, apps, and social media platforms. These are more interactive and
accessible. Platforms like Twitter, TikTok, Instagram, and YouTube allow even ordinary people to
create and share content — what we call user-generated content.
Influence on Society
1. Politics and Democracy:
Mass media has a huge influence on elections and political opinions.
In the UK, newspapers often endorse political parties during elections. For example, The Sun famously
supported the Labour Party in 1997 when Tony Blair won by a landslide.
In the US, media bias is more visible. Fox News is known for its conservative views, while CNN is seen as
more liberal. During presidential campaigns, media coverage, televised debates, and political
advertisements can sway undecided voters.
Social media has also had a major impact. In the 2016 US election and the Brexit referendum,
misinformation and fake news spread quickly online, making it harder for people to know what to believe.
2. Culture and Identity:
Media shapes how we see the world and ourselves. Both UK and US media industries produce content that
influences global popular culture.
For example, British shows like Sherlock, and American series like Stranger Things or Friends, have fans all
over the world.
At the same time, media often promotes stereotypes or unrealistic beauty standards. This is especially
true on platforms like Instagram, where filters and editing can create false images of reality.
3. Information and Education:
Mass media is also a powerful tool for education and awareness.
The BBC offers high-quality documentaries, and TED Talks from the US provide insights into science, health,
and society. Podcasts, news websites, and even YouTube channels can help people become better informed
and more media literate.
Current Issues and Challenges
Even though mass media has many benefits, there are also serious concerns:
Fake News and Misinformation: Social media allows false or misleading information to spread
rapidly, especially during crises or elections.
Media Ownership: In both the UK and the US, a small number of powerful corporations own many
media channels. For example, Rupert Murdoch owns The Times and Fox News, raising questions
about pluralism and press freedom.
Privacy and Surveillance: Social media platforms collect huge amounts of personal data to sell ads.
Many users don’t realise how much they are being tracked.
Conclusion
To sum up, mass media in the UK and the USA has a strong influence on politics, culture, and society.
It can inform and educate, but it can also mislead and manipulate.
As modern citizens, we should not only consume media passively, but also analyze it critically, question the
sources, and be aware of media manipulation.
