Mass media refers to the diverse array of media that reaches a large audience via mass communication. It includes various forms of communication such as print, radio, television, film, video, audio recording, and the internet. The term "mass media" is sometimes used interchangeably with "mainstream media," but they are not the same. Mainstream media refers to public or private organizations that produce or disseminate particular forms of expression through mass media modes, including newspapers, periodicals, book publishers, libraries, radio and television networks, movie studios, and record companies. Alternative media, on the other hand, refers to media outlets that use technology capable of reaching many people, even if the audience is often smaller than the mainstream.
Mass media serves various purposes, including advocacy, entertainment, marketing, propaganda, public relations, and political communication. It is a significant force in modern culture, particularly in America, where it reflects and creates the culture. Mass media makes possible the concept of celebrity, and it promotes not only products but also moods, attitudes, and a sense of what is and is not important. While opinions vary as to the extent and type of influence the mass media wields, all sides agree that mass media is a permanent part of modern culture.
