Mass Media / Mass Culture

The concept of communication for the human race is constantly evolving, and ever changing. From the first telephone, and radio - which was developed in the 20th century for shore to shore communication, and military use - generated the first wave of what would become the Industrial Revolution. Certain forms of culture and ways people communicate have separated the classes. In the past a caste system was in order - it was the difference between those of elite culture and those who were poorer or who could not afford the privileges the elite had access to. "The elite culture consisted of fine art, literature, and classical music. Folk culture consisted of street carnivals, tavern drinking, and folktales. People who participated in elite culture could also enjoy the folk culture, but the reverse was not true" (Elite Culture, Culture and Communication). For a long period of time 'elite culture' - what was considered to be high up in value and could only be granted by those who could afford it. As time wore on, it became more common for those who were once considered to be 'less' to gain access to high culture objects. With the progression of popularized mass media values, which have extended farther to the masses, it starts to become declassified along the way. The integration of technology has begun to speed this process up and forward into the future. As more people began to share ideas, and information the various types of communication advance. However there are two sides of the argument - those who like the idea of the assimilation of mass communication. And those who believe it should belong to the elite culture only. Despite these two sides, there is no doubt that the ways the technology has reached have helped humans communicate over the decades. Through the use of processing information, and agenda setting though, the media can affect our tail of thought. What we see and experience on television, or hear on the radio has a connection to what we are taught to absorb information wise. "Here may lie the most important effect of mass communication, its ability to mentally order and organize for us. The mass media may not be successful in telling us what to think, but they are stunningly successful in telling us what to think about" (Maxwell McCombs, Donald Shaw, Culture and Communication). No matter the type of communication form used it will have some sort of influence on the intended audience. However people might be more  willing to listen to what they  agree with. As we watch and listen to the media it establishes its ability to may people think about what is presented before them. Another factor of popular culture is the idea of 'commercialization' of our culture. The idea that our society is selling us goods and services -consumer goods and cultural items. In our culture we are surrounded by a constant output of commercialized items that are always being sold to us in some way. That we are encouraged by this influence even in our leisure time. "Individuals in our new mass society are still struggling to regain their identity, but many of them now seem to believe the best way to establish that identity is through the purchase of the 'right' types of consumer goods" (Commercialization of culture, Culture and Communication). This ideal of scouring through advertised items and buying to find a sense of self has expanded over the course of the development of technology. the more we are exposed to consumer items through the use of advertising people try to find a new way to adapt (like one-upping people by buying better furniture). As the industry grows so does our need to conform to the new ideals and the customs that embody the new technology. As more people struggle to find a sense of self identity, while trying not to drown in the constant changes being made. Some choose to join 'subcultures' or even cults. Although these subcultures try to reject the ideals of the more dominant mass cultures, they can to be taken by the industry. "Each time a subculture develops, the economy of the main mass culture benefits by providing products for the subculture, and the mass media are right there to get a piece of the action" (Cultural industries, Culture and Communication). So while the subgroups of society may try to escape, the media and the businesses (the economy) will catch up and start to make products and the like. They can make a profit off of the subcultures rituals, and henceforth create the 'mainstream'. The mass media extends its reach far enough that it can even influence new groups looking for self identity. Whether the media, or culture involved, its influence is boundless and can cultivate the products necessary for the means of production as time goes on and technology continues to advance.