Media has always been one of the most powerful ways to influence the masses. Even with regard to Hitler’s days, his use of media to consolidate his power was very effective. No matter how hard you try, you cannot get away from the media, whether it be radio, newspaper, television, social networks or advertisements on bus stops. Media combined with the digital age is somewhat of a phenomenon, there has never been a time when media could be shared at such unprecedented levels. As of 2013 there was 757 million daily users on Facebook (Protalinski,2014). Media is one of the main means of mass communication, social outlets like Twitter and Facebook allow for this mass communication to flourish in the digital age.
I think one of the best ways to look at media and how it has developed in the digital age is to take a look at its past. Take Stalin in the 1930’s, he developed a cult of personality through the use of mass media, to consolidate his power. His propaganda regimes were initiated through the use of mass media (Borade,2014). Similarly, Hitler used a great deal of mass media to gain support for his Nazi Party and to infiltrate German society, brainwashing the masses, through radio and loud speakers. He even appointed a propaganda minister, Joseph Goebbels, who was in charge of radio, theatre, cinema, anything that influenced the masses, and ultimately secured the continuity of the Nazi Party. In some ways the use of media in those totalitarian states can be linked with media today in the digital world.
We are constantly “consumers”, even without knowing it. We are being virtually followed on our phones and laptops, to find out our interests, what we look up, what we buy, what companies we’re liking or retweeting. Advertisements and “deals of the week” are thrown at us everywhere we go. We are constantly being updated on the latest political scandal, celebrity pregnancies, stock exchanges, what the government want us to know. What ‘gives’ us cancer?, what ‘doesn’t give’ us cancer?, what to eat , what not to eat, “you should avoid carbs, not sugar, actually we change our mind, no sugar”. It’s okay though, because we will listen to them, we tend to trust the media, and it has never been easier for the media to influence the masses in the digital age.
If you take boybands as an example, in recent years the power of digital media has enabled Boybands like One Direction to have such a broad fan base so early on in their career. Having done no promotions in places like Japan, the power of social media enabled them to perform to thousands of Japanese fans on their first visit in 2013(they played to 120,000 this year in Japan).They have played to thousands in Indonesia and Dubai, places the Beatles did not even play. Since The Beatles were most prominent in the sixties, they did not have the power of digital media that these newer bands have. Media is no longer confined to radio and newspapers –the combination of the digital age and media is revolutionary in itself, the power it has over public opinion and society is growing rapidly.
Since the digital world has developed into a ubiquitous source of news and information, the question arises of the long term viability of printed newspaper. Will more traditional forms of media still remain reputable in the near future? Or will digital media continue to grow and influence the masses?
-Borade, G. (2014), Stalinism and the Use of Propaganda by Joseph Stalin, url : http://www.buzzle.com/articles/stalinism-the-use-of-propaganda-by-joseph-stalin.html Accessed on the 29th of October 2015
-Marshall, J. (2015), Digital Media Consumption Is Booming as Investment Floods In, url : http://blogs.wsj.com/cmo/2015/08/19/digital-media-consumption-is-booming-as-investment-floods-in/ Accessed on the 29th of October 2015
-Protalinski, E. (2014), Facebook passes 1.23 billion monthly active users, 945 million mobile users, and 757 million daily users, url : http://thenextweb.com/facebook/2014/01/29/facebook-passes-1-23-billion-monthly-active-users-945-million-mobile-users-757-million-daily-users/ Accessed on the 29th of October 2015
-Picture -http://www.stephenpokorski.com/digital-marketing-and-digital-marketing-jobs-in-2015/ Accessed on the 29th of October 2015