Changing Relationships between the Individual, Society, and the Communication Media
Broadcast (over-the-air) in United States is the initial method of broadcasting television programs, and only requires antenna, coupled with external or internal tuner. The tuner has the capability of picking the channel through ultra-high frequency (UHF), and very high frequency (VHF), along with the cable, direct-broadcast satellite television, encrypted satellite, and internet protocol television as the four types of conventional television subscriptions that are multichannel. Over the years, video services on World Wide Web (www) has increased due to increase in demand for the services in the younger age group, and the trend begins in late 2000s. Technically speaking, the necessity of paying monthly does not pertain to over-the-air television; instead, monthly payments are required for the virtual MVPD, cable, and direct broadcast satellite (DBS), and cost calculation of packages on the basis of number of channels for subscriptions. However, the advent of modern communication technologies have changed the way television functions in society; although, more than ninety percent of U.S. households have at least one television in their homes, which signifies the corporate control over the industry for profit making. Many argues that the impact of television (mass media broadcast) on society is that of control over information, while corporate interests rely on attention-selling model for profit generation.
According to media experts, present time is refer to as the golden age of television broadcast because of the rising interest of audience in the television shows during the last two decades, which includes television dramas like ‘Game of Thrones,’ among many others. However, gender, sexuality, and racial aspects are central to the ongoing debate of representation of diverse segments of the American society in over-the-air broadcast. For example, rise of internet streaming like Amazon Prime and Netflix has shown a significant shift from the previous unidirectional model of communication between the viewer and steaming services. Additionally, a shift towards demand-oriented content production has paved way for greater revenue generation through programs that viewers value the most, which may also have diverging consequences. For example, ’13 Reasons Why’ highlights the social issue of bullying at schools, along with its consequences. However, media reports suggest that there is a strong influence of the content on consumers, whereby attempt of suicide due to the television show has also raised concerns. Internet has radically transformed the on-air-broadcast programs, and a higher reliance on internet-television has significantly shifted the trend at global level.
Theories of mass media highlights the significant role of corporate interest, and the model of attention-selling remains central to the content. For example, a recent change in mindset for bridging the gap in racial, gender and sexual inequality remains a priority for making the television experience inclusive for various strata of the society. American society is highly heterogeneous with representation from many cultures and ethnicities around the world, which also raises their concern in consumption patterns. Mass Media, in association with streaming and broadcasting through online platforms, have extended the length and breadth of over-the-air broadcast in modern times. The impact of mass media in United States remains the center of academic and research debates, while the rise of internet has provided participation of viewer’s interest in the process of content creation. Nevertheless, globalization plays a critical role in terms of broadcasting, and the effect of mass media in meeting the needs of diverse audience worldwide. Social Networking Sites (SNS) has an added benefit of facilitating the broadcast, and has raised the competition level for Major Corporation due to diffusion of power over the worldwide network of internet. An inclusive approach for content creation is the need of time.