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massmedia大众传媒.docx

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Massmedia Massmediaareinstitutionsofmasscommunication;theyserveasthechannelsthroughwhichmessagesarepassedfromthesourcetothedestination.FromthefoundingoftheUnitedStatestothepresentday,massmediahaveplayedanimportantroleinnearlyalltheimportanteventsofthenation.Nowadays,newmediahasbecomeasignificantelementineverydaylife.TheglobalnetworkoftheInternetconnectspeopleandinformationviacomputers.Massmediaunquestionablyinfluenceeverydimensionofpeople’slives. Massmediadenotesasectionofthemediaspecificallydesignedtoreachalargeaudience.Thetermwascoinedinthe1920swiththeadventofnationwideradionetworks,mass-circulationnewspapersandmagazines.However,someformsofmassmediasuchasbooksandmanuscriptshadalreadybeeninuseforcenturies. MassmediaincludesInternetmedia(likeblogs,messageboards,podcasts,andvideosharing)becauseindividualsnowhaveameanstoexposurethatiscomparableinscaletothatpreviouslyrestrictedtoaselectgroupofmassmediaproducers.Thecommunicationsaudiencehasbeenviewedbysomecommentatorsasformingamasssocietywithspecialcharacteristics,notablyatomizationorlackofsocialconnections,whichrenderitespeciallysusceptibletotheinfluenceofmodernmass-mediatechniquessuchasadvertisingandpropaganda.Thetermpublicmediaislessusedandisdefinedas"mediawhosemissionistoserveorengageapublic."MarshallMcLuhan,oneofthebiggestcriticsinmedia'shistory,broughtuptheideathat"themediumisthemessage". Massmediaareveryimportanttoolsofcommunication,throughwhichinformationispassedtoeventhefarthestendoftheworld.Theyenableustocommunicatewitheachotherbyhelpingustoovercomethebarriersoftimeandapace. Kinds TV AfterWorldWarII,people’shomeswereinvadedbyapowerfulnewforce--television.Theideaofseeing"live"showsinthelivingroomwasimmediatelyattractive.Theeffectsofthispowerfulmediumarestillbeingmeasured.TelevisionhasdevelopedsinceWorldWarIIintothemostpopularmediumintheUSandUK,onethathashadgreatinfluenceonAmericanwayoflife.VirtuallyeveryAmericanhousehold--98%in1999--hasatleastoneTVset.SevenintenEnglishmenin1991reportedgettingmostoftheirnewsfrom