How Technology has Changed Society's Expectations of Mass Media

There is a lot that is expected of the mass media field since technology has made so many advancements. The people want information NOW! Technology is so quick that as soon as something happens, it can be reported about instantly. This is why the expectations of mass media from society has been altered since the advancements in technology. In an article by Mihaela Sterian (2016) she states, "The social and cultural context of the human society is increasingly complex and amplified by multimedia" (p. 1). Our society is based upon technology and mass media. This is why the expectations of mass media have been so high. Mass media is under a magnifying glass from the people in our society.

The expectations are going to continue to grow because now the population is used to getting all of their information immediately. Before advancements in technology people would wait until they got home to watch the news on television or even listen to it on the radio. Now that majority of people have cell phones with multiple applications, they can find out what is going on whenever they feel like it. 

Mass media has even changed the way some fields of work are performed. The public relations for example has has high expectations from the people since advancements in technology were created. Public relations professionals no longer have to do press releases (they could if they wanted to), but can just put out an email blast or information on the company's website. Michael Kent and Adam Saffer (2014) write, "New technology has dramatically expanded over the past decade. New features on websites, powerful mobile devices, and the subsequent restructuring of news services have dramatically changed the profession" (p.1). They are referring to the profession of public relations. Technological advancements have been extremely beneficial to this profession. 

References

1)                 Kent, M. L., & Saffer, A. J. (2014). A Delphi study of the future of new technology research in public relations. Public Relations Review, 40(3), 568-576. doi:10.1016/j.pubrev.2014.02.008

2)                 Sterian, M. (2016). The Influence of Mass-Media on the Basic Personality. Euromentor Journal, 7(1), 33-39. Retrieved June 05, 2016, from http://search.proquest.com.ezproxy.snhu.edu/docview/1784859669?pq-origsite=summon&accountid=3783