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Meaning
MST suggests that average people become victims of the powerful influence of mass media, where mass channels (such as TV and Internet) are used to maintain mass societies. As a result, fewer people tend to express their opinions freely, rather choosing to receive impressions from media mediums. In a mass, the communication process is so organized that ordinary individuals lack time and ability to oppose the transmitted message, failing to respond to it promptly and effectively.
Invention
The idea of mass societies first appeared after the French Revolution in the nineteenth century to characterize the shift in Western politics. Later, Durkheim used the term to describe homogenous, atomistic individuals who lack courage to voice their opinion. Neo-Marxists of the twentieth century developed the concept, linking mass societies to a group of individuals who are socially isolated, thus, enticed to be more influenced by the mass message.
Development
Fundamentals of MST were used by Katz, Blumler, and Gurevitch in 1974 who systemized the knowledge in the newly developed Use and Gratification theory.
Theory used in studies
Originally, the theory was used in studies by conservative thinkers to explain the declining impact of family and community after the rise of industrial society. The two following conditions should be met to apply the theory in studies. First, the collective behavior is connoted with manipulation and control if there is an insufficient regulation of behavior among individualistic people. Second, social integration is weakened and results in dysfunctional outcomes if there is a loosened social control.
Practical application
Used to explain labor implications, along with insights for laissez-faire economies and capitalism. Also applied to outline the influential process utilized by film industry makers and commercial creators.
Organization of information
The theory framework is organized around the concept of mass society. Criteria used to systemize the knowledge include large size of the audience, anonymity, infrequent interaction, and loose organization.
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