Current Business Research Project Paper

Running Head: Current Business Research Project on Mass Communication

Current Business Research Project Paper

Michael J. Charley

University of Phoenix

Instructor: Aidan Miller

                      Course: Research and Evaluation I

      Mass media is any medium used to transmit mass communication. Until recently mass media was clearly defined and was comprised of the eight mass media industries; Books, Newspapers, Magazines, and Recordings, Radio, Movies, Television and The Internet. According to the article, Mass Communication in Multicultural America, the increase of racial diversity as well as the rise of new technologies, influenced the media. These no longer target their message to a broad mass, as it was the case since the 1950s, but tend to rather tailor it for specific publics, which are defined in terms of social class, gender, and race. Hence, audiences are segmented, or divided, using these criteria, to provide them with more personal information. By the same token, advertisers are now being sold those niches by newspaper or cable channels, for example.

      Magazines, newspapers, radio, or television have therefore adapted their communication to this new tendency. They are trying to reach racial and cultural minorities that are growing and represent an interesting market. These media are mainly paid through advertising and corporations are aiming for these subgroups in order to generate profit. Thus, advertisers are no longer being sold space or time to channel their message, but rather the number of persons in a given niche, as well as the characteristics linked to their class. According to the author, this process could be dangerous, in the sense that early media use to provide mass audiences with the same content, which created a common culture. Whereas now, with the rise of specific media, the public is divided in terms of the information they are given. Although it might be profitable to minorities, since they are being...