Radio killed the telegraph star

Technological innovation played a key role in the shaping of the formation of radio in the 1920s, making it possible to transmit and receive continuous sound-waves above and beyond the traditional telegraph systems. 


Throughout history, technological innovation and development have been important forces in the advancing of society and how we behave and interact with one another. Even in 2010, technology is constantly changing; examples including the newest version of the iPhone, the expanding market for 4G internet, and the conversion of older visual devices to high definition. Before all these things could be developed, however, there had to first be an original idea: make telephones more portable, grant people access a world-wide database, create a device that allows viewers to watch moving pictures at home without having to go to a theater or drive-in. Then, once those ideas were put into motion, technological change over time shaped those industries into what they are today, and each one has its effects on society. Cell phones have opened many doors in giving consumers more ways of communicating with one another no matter where they are in the world; 4G Internet has significantly enhanced the speed at which consumers are able to access information on the go; high-definition televisions immerse viewers in pictures that seems so real, it's like they are there.


In the 1920s, technological change allowed the U.S. radio system to evolve to a more efficient and domestic means of communication. Before Lee de Forest's invention of the vacuum tube in 1906,  transmitting coded message through wireless telegraph was the dominant form of communication, but through de Forest's invention, in addition to better microphones, amplifiers, tuners, and more powerful transmitters, radio broadcasting became an easier and more popular means of receiving news of events such as World War I. Radio signals became more amplified and sounds, voices, and music could be transmitted and received across the U.S. Retail suppliers, schools, and churches also saw potential in the budding radio industry as stations began opening in the 20s as a result of the changes in technology. The technological changes that took place in the early 1900s shaped the evolution of radio into a popular new medium for transmitting and receiving news, entertainments,and retail advertising.

All aboard the cultivation cruise line!

Within the past century, mass media exposure of world views has had significant effects on audience members and their beliefs of what "reality" is, a phenomenon that can be explained by George Gerbner’s Cultivation Theory.

Cultivation theory argues that the more the media exposes a certain message, view, or idea to the audience, the more likely they are to believe that the content is real. In this way, cultivation theory is connected with the theory of agenda setting. The decision of a media gatekeeper to cover a particular story in the news can affect the audience's views of the world depending on the exposure to audience members. If stories about violence receive heavy exposure in the media, it is likely that audience members will believe that violence rates are high, therefore affecting their view of how safe (or unsafe) the world is outside of their homes. It should be noted, however, that this theory applies more to heavy viewers who watch television and read the news often than those who occasionally merely glance over the headlines.

After observing the effects that media exposure has on audience members, it comes as no surprise that media outlets apply cultivation theory in advertisements for vacation destinations. Take, for example, Carnival Cruise Lines. Their commercials for highlight all of the captivating and beautiful aspects of a tropical getaway in hopes of attracting customers to purchase tickets for a cruise. If you visit the Carnival website and view the photo gallery, the pictures all depict crystal blue ocean waters, ancient architecture, and palm trees with hammocks. Very relaxing, right? Nothing could go wrong, right? After being exposed to that enough, audience viewers will believe that that is what the Caribbean is, and they'll be more inclined to purchase cruise tickets from Carnival. 

Beautiful, ain't it?!

I know from personal experience, however, that the tropical cruises are not all about sun and white sand beaches depicted in the media. Many areas in the Caribbean outside of the "picturesque" tourist centers are quite destitute, and there are many people living in little more than shanties made of plywood and cardboard. These areas, of course, are left out of the advertisements, so people may be genuinely surprised at these sights. 

http://www.hiddencancun.com/rivergirl/2009/06/07/poverty-in-cancun/

On today's agenda...

In the world of mass media, the theory of agenda setting plays a significant role in deciding what is put in the news spotlight each day and, quite literally, giving people something to talk about.  Agenda-setting theory describes the way in which media gatekeepers decide what to focus attention on and how much attention a topic should receive.  Public figures and interest groups can set the agenda of media outlets for the purpose of lobbying for their cause and making sure the public hears what they have to say. Agenda setting bestows the power to control what news we hear and what issues we read about in the hands of the media, which is a powerful tool for influencing public opinion. Public opinion is influenced in large parts by the media simply because some stories are given lots of focus while some stories are left out of the news completely.

For example, when internet browsers visit the front page of Yahoo!, a selection of news and public interest stories is on display in the very center of the page, calling attention to the box. Within this box, gatekeepers have the power to put whatever stories (politics, economy, entertainment, sports, health,etc.) that they feel will have an effect on public opinion and set an agenda for discussion of those stories. In this case, agenda setting functions as a attention-catcher for the visitors of the website, influencing what stories people read and giving them topics to discuss.

http://www.yahoo.com September 12, 2010 1:46 PM