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From the earliest studies in the 1930s, the main concern was with the power implicit in new media technologies, especially radio and television. Mass media dominate the mental life of modern societies, and therefore are of intense interest to sociologists. Media output is regulated by governments everywhere, but the restrictions vary from very light advisory regulation (for example no cigarette advertising or nudity on TV), to the most comprehensive forms of censorship in totalitarian societies. Media organizations are bureaucratic and (except in societies where all media are state-controlled) corporate in nature. Mass communication is by definition a one-way process.

Wright Mills in The Power Elite (1956), the mass media have two important sociological characteristics: first, very few people can communicate to a great number and, second, the audience has no effective way of answering back. These new technologies formed part of the wider transformation in popular culture during this period and typified the new more intensive capitalization of the leisure industries and their associated concern to address mass audiences.Īs defined by C. These years saw the development and introduction of still photography, moving photography (cinema), cable telegraphy, wireless telegraphy, the phonograph, the telephone, radio, and television. Dependent upon innovations in the electronics and chemicals industries, the period between 18 was a formative moment for the mass media. The mass media are defined as large-scale organizations which use one or more of these technologies to communicate with large numbers of people (‘mass communications’). We suggest three approaches for better evaluations, and some suggestions for measuring complex behaviours.A medium is a means of communication such as print, radio, or television. In order to start using mass media effectively for peacebuilding, we need to learn what works through robust evaluations of new and existing programmes. Many have no effect at all, and some make things worse. Not all media interventions achieve their desired effect. Media can backfire, and we need to improve our understanding of what works.Sometimes the media provokes discussions with friends and family, and in doing so reveals how they feel about a behaviour. Sometimes it does this directly, by using storylines of people acting positively or supporting those who do. Instead, it often changes audiences’ perceptions of how other people would behave. Mass media can change behaviour without affecting underlying attitudes. Changing audiences’ perceptions of their social environment drives changes in behaviour.Some effects persisted months later, even for videos just a few minutes long. We found evidence of mass media affecting a wide range of conflict behaviours, from increased willingness to speak out against interpersonal violence, to encouraging militants to put down weapons, or increasing engagement in peaceful democratic processes. Mass media can drive sustained changes in behaviour.We reviewed the evidence of mass media’s impact on peacebuilding behaviours to identify if (and how) it works, and to suggest approaches for harnessing mass media in the future. The purpose of this review was to understand whether it can also be a tool for maintaining and rebuilding peace. Mass media and propaganda has often been used as a tool to generate hatred and perpetuate conflict. Millions of individual decisions underpin these tragic impacts: people decide either to stoke hatred or to confront it, to fight or to lay down weapons, and to forgive past conflicts or to repeat them. Impact on families and communities can be felt decades later. But this is only one part of the human cost. Up to 100,000 people are killed each year as a result of violent conflict.