For years socioligists and philosophers have treated ‘the masses’ as passive consumers of media and therefore a symptom and a cause of what Arnold (1882) called the ‘vulgarity of popular culture’. The cultural elites who controlled mass media viewed popular culture as a negative influence whilst using it as a tool for manipulation.
In fact the British Broadcasting Corporation itself was founded on these principles with the first Director General of the BBC, John Reith stating in 1922 “It is occasionally indicated to us that we are setting out to give the public what we think they need – and not they want – but very few people know what they want and very few what they need”. However, in the digital globalised 21st century is this view relevant?
In 2011 Web 2.0 and the internet has diversified and democratised the media landscape so that even the most niche content is catered for. For instance, if someone whose is passionate about a subject as niche as bottled water, content to cater for their needs is just a couple of clicks away (www.bottledwaterblog.net). Meanwhile the mass media behemoths of the 20th century struggle with an ever smaller market place and numerous claims that they are part of a dying empire.
However, media is now more interactive than ever, offering consumers the ability to interact with journalist and each other like never before. Mass media outlets that have embraced this ability are thriving with the online versions of the Guardian's and the Daily Mail's notorious comment’s pages offering a whole new experience for readers. Furthermore, social media has meant sharing media is easier than ever and although no reliable figures exist, one would assume content is being consumed more than ever before. The democratisation of media offers more opportunity for PR’s than ever to influence public opinion and an interactive and not passive public can only make this influence greater felt.
References
Arnold M (1882). Culture and Anarchy: An essay in political and social criticism, 3rd Edition. London: Routledge
Cain, J. (1992). The BBC: 70 Years of Broardcasting. London: BBC
