Changing Relationships Between The Individual, Society, And The Communication Media

Broadcast (over-the-air) broadcasting in the United States was the initial method of broadcasting television programs, and it only required an antenna coupled with an 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 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 the World Wide Web (www) have increased due to an increase in demand for services in the younger age group, and the trend began in the 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 has changed the way television functions in society; more than ninety per cent of U.S. households have at least one television in their homes, which signifies corporate control over the industry for profit making. Many argue that the impact of television (mass media broadcast) on society is that of control over information, while corporate interests rely on an attention-selling model for profit generation.

According to media experts, the present time is referred to as the golden age of television broadcasts because of the rising interest of audiences in 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 on the representation of diverse segments of American society in over-the-air broadcasts. For example, the 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 streaming services. Additionally, a shift towards demand-oriented content production has paved the 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 attempts of suicide due to the television show have also raised concerns. The Internet has radically transformed on-air broadcast programs, and a higher reliance on internet television has significantly shifted the trend at the global level.

Theories of mass media highlight 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 society. American society is highly heterogeneous, with representation from many cultures and ethnicities around the world, which also raises concerns about 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 the United States remains the centre of academic and research debates, while the rise of the internet has provided participation of viewers’ 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 audiences worldwide. Social networking sites (SNSs) have the added benefit of facilitating broadcasting and have raised the competition level for major corporations due to the diffusion of power over the worldwide internet network. An inclusive approach to content creation is the need of time.