The future of Mass Media

Tuesday 11 a.m.: Aruzhan Sailaubek, Aidana Issaseitova

Tuesday 5 p.m.: Arailym Yeleussizova, Nazerke Musrepbek, Nuray Marhametova
Friday 11 a.m.: Anel Ruslankyzy, Zhanelya Kosher

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Contents
1. What is Mass Media?.............................................................................3
2. Media and Culture.................................................................................4
3. The importance of Mass Media.............................................................5
4. Brief history of Media ...........................................................................8
4.1. How media developed in Kazakhstan .......................................10
5. The future of Mass Media…………………………………………….11
6. References……………………………………………………………...15

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 What is Mass Media?
First of all, it is important to differentiate between mass communication and mass
media. Mass communication is information that is communicated to the public. The
media can be transmitted using one or more different media (a single medium),
which is the transmission medium, be it printed, digital, or electronic. The
difference can be distinguished only by a person specialized in this area, and
majority of responses proves it.

Media specifically refer to media that are intended to reach a wide audience. Media
platforms are commonly referred to as radio, newspapers, magazines, books, video
games, and online media such as blogs, podcasts, and video sharing. Another way of
accommodating this difference is that the media message can be disseminated
through various forms of media, for example, an advertising campaign with
elements from television, radio, and the Internet.
Mass media-social institutions for the public disclosure of various information to
any person with the help of special technical means. It is a term denoting that
section of the media specifically designed to reach a very large audience, today
including not only radio and television, which tend to be limited to the local or
national level, but also the internet, which is global. The information service of mass
media consists in disseminating information about the most important general
events, phenomena, and processes to citizens, authorities, and public institutions.
Without this service, the full existence of any society is impossible.
Over the years, the impact of mass media has increased drastically because of the
improvements made. There are some characteristics of the mass media, and we
should follow them:
· It can appeal to a wide target audience;
· It communicates a public message;
· There is a distance between a source of information and people who obtain it;
· It communicate with various channels, such as TV, the internet, radio, and
newspapers;
· News or information communicated through TV, radio, and print media can’t
receive feedback.
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 Mass Media and Culture
Culture generally refers to shared values, attitudes, beliefs, and customs, which
characterize social groups, organizations, or institutions. Just as it is difficult to
identify a culture, it can be difficult to draw the boundaries of cultures yourself as
they are fluid, diverse, and often overlap.
Culture is spread through mass media channels in the developed world. It, like
society, is formed and is formed in part by messages in the mass media. People's
preferences for media channels can be influenced by cultural products and their
popularity. That is, they create entertainment that helps us define who we are, as
large and small groups of people. Quote from the Society of Dead Poets: “We read
and write poetry because we are representatives of the human race, and humanity
is filled with passion.” Medicine, law, business, engineering are noble pursuits
necessary to sustain life. But poetry, beauty, romance, love - that's why we stay
alive. " If you replace “reading and writing poetry” with “creating culture,” you
will feel the importance of cultural production. We can define culture as the
totality of our knowledge, beliefs, and practices. In practice, cultivate how we
express ourselves and enjoy life experiences.
Because we live in an Internet-enabled environment, the question "do you know
what media culture is?" can be answered affirmatively. Positive replies
outnumbered negative responses, what truly demonstrates people's awareness in
our time. On the other hand, it is still worth paying attention to the remaining 35%
of those who answered "no". So, media culture is a term used in cultural studies to
describe the current Western capitalist society that evolved and grew under the
influence of mass media during the twentieth century. The word refers to the
media's general influence and intellectual guidance, not just on public opinion but
also on tastes and values (mainly television, but also the press, radio, and cinema).

There are three types of cultural works in the media: those associated with "high"
culture, popular culture, and folk culture. (While some scholars debate "low"

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culture, it is argued here that "low culture" is simply another way of describing the
low end of pop culture.)
High culture is arguably the best cultural material that a society can provide.
Economic class is frequently used to define what is and is not "high culture." Pop
culture refers to a wide range of cultural products that are popular with the general
public. Folk culture refers to cultural products derived from everyday life that are
distinguishable because they have both practical and artistic value. It is frequently
associated with prehistoric cultures, but this is due to the fact that prehistoric
peoples' folk culture, pop culture, and high culture were frequently one and the
same. Their best work could have been an everyday object like a bowl, basket,
doll, or mask. We should not mix up prehistoric and modern art.
In today's society, mass media frequently shapes our perceptions. We spend a
quarter of a day on the media on average, which means we are consumed by the
media for 2190 hours every year.

It is critical to acknowledge that different cultures have different moral values and
that some practices should be universally condemned and prohibited, even if they
are partially or entirely accepted in other cultures. Culture and mass media have a
complicated relationship; it is difficult to separate modern culture from how it
appears in various forms of mass media. People's preferences for media channels
can be influenced by cultural products and their popularity. Changes in media and
ICTs, on the other hand, can lead to changes in how we produce culture.
In the following section, we will continue to dissect mass media in the networked
communication age. To begin to understand the mass media, its role in society,
consider how the media may influence you.
The importance of Mass Media
In order to understand the relevance of media, we decided to conduct a survey
related to culture. Overall, the number of respondents in the survey "Mass Media
and Culture" was 20 people. We asked the question about the role and importance
of Media in ordinary life. The rating ranges from very insignificant to extremely
important, the result of which is obvious. Since in our time it is impossible to
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imagine life without mass media.

Online media has firmly settled in our everyday life. Agree, it is difficult to
imagine life without the Internet and its limitless possibilities. We are all used to
reading or viewing the latest news, finding out the results of the latest matches and
the weather for the coming week.
Interestingly, the beginning of modern media technologies was laid back in the
middle of the twentieth century in the process of lightning-fast development of
information resources. Today, the media occupy their own special niche, exerting a
huge impact on the individual and society as a whole. The formation of human
consciousness in the modern world is directly related to the mass media, which
today work not only to inform people, but also to form values, tastes, habits, views
and preferences.
Teachers in the online world.
Of course, there are a lot of examples of teachers already implementing social
media in classrooms. For example, a biology teacher from Bergen County offered
his students a challenge. They had to discuss the topic of meiosis on Twitter using
a certain hashtag. This is a great opportunity for students to have fun and learn at
the same time. After all, you need to know the topic so as to compress it into 140
characters and so that it remains as clear if it were written in detail.
"We live in a digital world, and it is vital that educational institutions adapt." The
point is that social networks are an important part of our daily life, and it makes no
sense to keep them away from the educational process. It is necessary to inform the
staff of schools, colleges and universities to use technology for communication
between students and parents. But the benefits are obvious, starting with a more
adequate relationship between parents and teachers, and ending with the constant
change and development of the way our children learn.
Holds people accountable for their actions
Another reason why the media is vital is that it holds people accountable for the
activities in which they engage. Leaders in government, industry, the church, and
individuals from all walks of life are held responsible by the media. The media
have evolved into society's watchdogs, holding actors accountable for what they
say and do.
As a source of pleasure
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For many of its viewers, mass media is also a source of enjoyment. This
entertainment is provided in the form of music, dancing, and other films. Films of
all genres abound on the internet. Some are live-streamed, while others are
archived and available in real time. Today, there are various stores where clients
may listen to music being played on the radio or television in the background.
Aside from that, media companies create programs or material with the express
purpose of entertaining viewers and listeners.
It drives business
Again, the media is crucial since it is responsible for driving commerce. The
majority of media organizations rely on advertising for revenue. Almost every
country's business sector relies on advertising to get information about their
products to their clients. As a result, the mass media in all of its form helps new
businesses in breaking into the market and old enterprises in maintaining their
leading positions in their respective industries.
In the modern world, the media play an important role in forming public opinion
about the world around them and problems.
The relevance of this article is that today the whole world is experiencing a
pandemic of the COVID-19 virus, which makes health care materials the most
relevant and in demand.
In connection with the spread of such global health problems as HIV, AIDS,
cancer, anti-vaccination movement, etc., the responsibility of the media as a tool in
educating the population about protecting their health and preventing the spread of
various diseases is especially increasing. In view of this, the novelty of this article
lies in the fact that for the first time the media are considered as a tool to improve
the health of the population.
Telemedicine
Telemedicine is a service that provides health-related information, answers
questions, and monitors illnesses to patients through a secure connection, ensuring
patient-doctor privacy. It utilizes a variety of technologies, including audio-video
sessions, telephone talks, and integrated clinical information systems, to assist in
the treatment of community-based ill individuals. Telemedicine has become the
backbone of clinical treatment in the COVID-19 era. Virtual patient therapy began
at the beginning of the epidemic. People became worried of visiting hospitals, even
for sore throats. A help line was also established to allow individuals to determine
whether their symptoms were relevant to COVID-19 testing. The media was
utilized to promote it and so keep the lockdown in place.
To conclude, thanks to online media, anyone has the opportunity to get acquainted
with those aspects that they had no idea about before. Can society survive without
mass media? Probably not. After all, the role of online media today is so great that
without information posted on the Internet, a person will remain in the dark, will
lack information and knowledge about the situation in the city, the country and the
world. That is why it is important to carefully choose the resource that will inform
you about the events taking place without distorting the information. However, the
possibilities of online media are not limited to news at all. On the Internet, you can
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always find the most up-to-date information, both informative and entertaining.
Fortunately, the amount of information on the Internet is so large that everyone
will find resources that will appeal to him.

Brief history of Media

As it was already mentioned, the importance of mass media is vast in this day and
age. Important things such as the knowledge distributed to people on an oversize
scale through the utilization of television, radio, newspapers, Internet, magazines,
and books is termed as Mass Media. It had been coined within the 1920s with the
appearance of nationwide radio networks, mass-circulation newspapers, and
magazines, although mass media were present centuries before the term became
common.

Books and newspapers are

one in all the bases of mass
media. The primary printed
book is thought to be the
“Diamond Sutra” which was
printed in China in 868 AD,
although it’s clear that books
were printed earlier. The first
published newspaper as
scholars commonly credit
was published by ancient
Romans, they published the first newspaper, “Acta Diurna” or “daily doings”, in
59 BCE. Although no copies of this paper have survived, it’s widely believed to
possess published chronicles of events, assemblies, births, deaths, and daily gossip.

Later in 1453 Johannes Gutenberg printed the first book on a printing press with
movable type. This innovation drove down the price of printed materials and, for
the first time, made them accessible to a mass market. By printing at a rate of
nearly 4,000 pages per day, or 1,000 times over may well be done by a scribe by
hand. Overnight it transformed the way the globe received printed materials,
although books remained too
expensive really to be called a
mass-medium for a minimum of
a century then within the 19th
century when technological
advances as machine-made paper
and also the Linotype typesetting
machine already appeared and
made book publishing simpler
and more profitable, that time
many of today’s large publishing
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companies were created. Also, literary agent’s position appeared. The first known
literary agent is A. P. Watt worked in London in 1881.

Newspapers developed around from 1612, with the first example in English in
1620 but they took until the nineteenth century to reach a mass audience directly.
The earliest radio was invented at the tip of the 20th century by Guglielmo
Marconi, a person who lived in Italy and is often credited as the inventor of the
radio. A million-dollar idea of radio came to Marconi in Italy but when the
government showed no interest in his ideas, Marconi moved to England and at the
end of the 20th century took out a patent on his device. Rather than inventing the
radio from scratch, however, Marconi essentially combined the ideas and
experiments of other people to make them into a useful communications tool.
Since then, thousands of radio stations are working and sharing news and music
with people around.
If we discuss TV, first of all, we must mention Philo Farnsworth who created “the
first television” a straight-line broadcast system on September 7th, 1927. Later in
1936, RCA2 demonstrated an all-electronic, 343 line/30 frames per second, totally
functional television system. Another big step of the TV industry was within the
late 30s when England BBC led to broadcast the coronation of King of Great
Britain George VI and Wimbledon at that moment quite 9,000 television sets were
sold. By the tip of the 30s, there have been some hundred televisions in America
and more abroad. During World War II most research went to the war and the
biggest part of television production was banned. After the war ended, television
sales slowly became rather more
popular. The innovation of
colored TV set in April of 1954
was the subsequent big
innovation within the history of
TV. Next, television continued
its meteoric growth throughout
the 70s and 80s. In the late 90s
over 1billion televisions became
a center of homes all around the
world. But currently, is TV still
as popular and sensational as it
was in the late 90s for example?
In the graphic on the left side,
we are able to actually see that
the internet (social media) with
numerous options to be online
and watch everything you would like and hold in control by yourself becomes
more popular and common for new generations nowadays compared to TV which,
given the rhythm in which we live now, of course, lags behind and burdens.

Then how did the internet come about?

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The Internet started within the 1960s as some way for government and presidency
researchers to share information. The computer at that point in time wasn't the
computers that we used to see now, it was the absolutely oversized and immobile
system. The official birthday of the Internet is taken into account to be January 1,
1983. A brand new communications protocol was established called Transfer
Control Protocol/Internetwork Protocol (TCP/IP). This allowed different styles of
computers on different networks to "talk" to every other.

In the image above is a scale model of the UNIVAC I 1951 (the name stood for
Universal Automatic Computer). It weighed some 16,000 pounds, used 5,000
vacuum tubes, and could perform about 1,000 calculations per second. Exactly this
computer was the first American commercial computer, as well as the primary
computer designed for business use. And as we all know computers weren't that
massive for a long time, almost after less than half a century in 2001 cellphones
met the Internet. But before that in 1992 the first smartphone named the Simon
Personal Communicator (SPC) was invented and released for purchase in 1994.
Not long after that in 2007, Steve Jobs announced the very first iPhone. iPhone had
not only the sleekest touch screen which hit the market immediately but it was also
the first device that offered a full, un-watered-down version of the internet. iPhone
gave consumers the ability to browse the web just as they would on a desktop
computer, which changed the phone industry game dramatically. After that, we all
know what happened. Mark Zuckerberg with Facebook that he invented, Sergey
Brin and Larry Page who invented google and etc. All the devices started
developing extremely fast and the Internet has covered the whole world, thereby
making it possible to deliver news, any information, messages as soon as they
appear, immediately. The Internet now is the dominant part of the mass media
culture, and it will be difficult to imagine the world without it.

 How mass media developed in Kazakhstan.

Kazakhstan mass media history begins in the early 90s, when Kazakhstan began to
pursue a policy of an open and democratic state, private business, including the
media business, began to develop actively. It was then that the first local media
brands began to appear, such as the “Tan”, TV channels such as “KTK” and “31
Channel”, the “Vremya” and “Yegemen Kazakhstan” newspaper, the “Shahar FM”
and “NS” radio stations, as well as the “Totem” and “M” TV and radio companies
(which were later enclosed in 1996 because of the dearth of tenders for the TV and
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radio station). In total, in 1991, 118 new print publications and 17 television and
radio companies appeared. After the crisis of the late 90s, the media space of
Kazakhstan did not pass by either. Many independent television and radio stations
which were popular and independent critics of the government were shut down.
From that moment, when new electronic media appeared in their place, or the old
ones were radically changed, television and radio of Kazakhstan practically ceased
to be considered independent and critical. Then, a survey was conducted, where it
was found out how, in the opinion of media workers, representatives of
government agencies and non-governmental organizations, university professors,
the mass media have changed over the past three to five years. Most of the
respondents agreed that there were no significant changes in the media.

 The media did not develop

(53%)
 The development of the media
has been insignificant (14%)
 Media have evolved (12/5%)
 The media was a regression
(20.5%)

Lack of funding led to a lack of quality personnel and young people were
unwilling to engage in journalism. But already in 1997, the advertising market
began to develop, which, subsequently, became one of the main incomes for media
companies.

In the next section we will directly answer the question “what will the media of the
future be like?” and know more not about the history of mass media but about the
coming future.

The future of Mass Media

Over the past decades, the mass media has changed beyond recognition, and this
process is irreversible. But what will the media of the future be like?
1. Possibility of replacing journalists with robots.
We must acknowledge that Big data technologies have already made their way into
journalism. The robots have received information about the weather, traffic jams,
currency exchange rates, stock reports, sports results, and other programmatically

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algorithmized messages in which the actual data changes and the necessary
background is added.
Today, Russian and foreign media are successfully using robotics systems. For
instance, an Automated Science company launched the Wordsmith algorithm a few
years ago, which can
generate up to 2000 notes per second.

According to the assumptions of

future journalists from Suleyman
Demirel University, it is likely that
in five-ten years, news based on
agency reports will be generated
without human intervention: write an
eyeliner, analyze incoming messages
in dynamics and give the necessary
narrative, find similar cases – all
these tasks could be done by robots.
However, it does not mean that journalists will be left unemployed.

Robots are only assistants to them, not their replacements. Journalists will be able
to delegate boring routine work to robots, and at this time they will be engaged in
more important and interesting things — investigative journalism, interpretations,
and explanations expanding the horizons of readers.
2. Bloggers will keep staying as bloggers.
The thesis that bloggers are the journalists of the future is at least controversial.
Because their content aim is to entertain the audience, not to inform them. In most
situations, bloggers share their opinions about news, rather than give accurate
information.
Moreover, the most important difference between them and professional journalists
is a responsibility for the dissemination of any information. Journalists, as we all
know, are not allowed to give disinformation, in terms of their professionalism,
while bloggers can escape this type of thing by justifying it by the fact that they
expressed their opinion or were just “joking”.
Alina Suleymanova, director of the TV company "All Ufa," admits that traditional
broadcasters will never be able to keep up with the blogger because they have an
editorial policy and technical communication channels that imply the need for
information processing. But we have to look for advantages of this. The most
crucial feature: reporters can give analytical information that bloggers will not do.
They can do a journalistic investigation with the involvement of experts. And it
will be right if they go this way. According to the ratings, information and
analytical materials in the country and regions have a higher rating than news.
3. Content recommendations get even more accurate.
We live in an age of recommendation. They lie in wait for us not only in the online
space but also in everyday life. Sometimes we do not even think about the fact that
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we are acting on someone’s tip. For instance, in supermarkets, caring
merchandisers place complementary products on the shelves side by side, as if
hinting at the need to buy them together.
The same thing happens on the internet. Social media feeds recommend to us the
content of groups and people with whom we interact most actively. On media sites,
“related materials” have long been formed by self-learning algorithms: we are
shown only those messages that we are most likely to click on. Soon, the
mentioned technology will be implemented in mass media, too. People will be
given only the news they assumed to be interested in. Resulting in the absence of
articles unacceptable and inappropriate to some individuals and a decrease in
resentment and negative emotions among readers.
4. Social networks and messengers will take over the media more firmly.
It makes sense that content and its consumers should be in one place. New ways of
distributing content regularly appear in the information field, and those that pass
the test of strength and gain in popularity become the ideal place to host content.
At first, everyone read the news on media sites, then moved to social networks, and
now rapidly moving towards instant messengers. Which, by the way, is not
surprising: according to the results of the survey conducted by our team, 75% of
respondents, or 7,5 people from each 10, receive news/information from social
media.

5. The printing press will be living.

Paper is still in use — for example, e-books have not killed the publishing
business. There is a rather noticeable layer of the audience that is not ready to
switch not only to messengers but even just online. According to a 2016 Deloitte
survey, 52% of respondents noted that they had read print media over the past two
weeks (this activity is in the top 5 media activities).
However, it is worth admitting that the print media market as a whole is dead. It
does not compete with digital formats either in terms of the interest of the reading
audience or in terms of advertising money. Only niche publications of a certain
format are and will be remained on paper.
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Overall, the means of mass media are in continuous change. However, the media
of the future is surely a high technology, there is no getting away from it. But the
print media will not soon become obsolete either (unless deforestation and the
damage caused to the environment by pulp mills reach a critical point). The future
is always the choice of people, as far as journalism is concerned - consumers of
information. In what form to consume it depends on individual preferences, and as
they say, "taste and color ...". That is why the future of the media is for a variety of
forms and ways of presenting the information. And this is another proof that the
journalistic profession does not become obsolete with the development of
technology: no robot is capable of imaginative and alternative thinking, which is
the true skill of a journalist.

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References
1. https://sendpulse.com/support/glossary/mass-media
2. https://www.forbes.ru/tehnologii/341887-devyat-tezisov-o-budushchem-
media
3. http://uilis.unsyiah.ac.id/oer/files/original/8efede9fab3616f44809661ebb
1c2588.pdf
4. http://solr.bccampus.ca:8001/bcc/file/8f2a750a-728d-496a-89c3-
6f53dce9a783/1/Media-Society-Culture-and-You-1539701744.pdf
5. https://www.eolss.net/sample-chapters/c04/E6-33-04.pdf
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vliyanie.html
7. https://iq.hse.ru/more/health/kakova-rol-smi-v-rasprostranenii-
informatsii-o-zdorovie
8. https://www.cliffsnotes.com/study-guides/sociology/contemporary-mass-
media/the-role-and-influence-of-mass-media
9. https://online.maryville.edu/blog/future-media/
10. https://www.tandfonline.com/doi/full/10.1080/23808985.2020.1755338

Survey:
https://docs.google.com/forms/d/e/1FAIpQLSdYFg-PenGp2mWZrr-ZDz1qx-
Qitu3EDsoIstoqUc39mWHw1Q/viewform?usp=sf_link

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