Demers’ predictions are based on his sociological theory of media growth that posits that increasing demand for specialized information will fuel the growth of specialized media and constrain the growth of any single mass media outlet. To back up his theory, Demers cites historical and empirical research that shows that market shares of most major print and broadcast media decline as social systems become more economically and socially complex.
Demers concedes that global media will continue to be powerful and will continue to rake in the lion’s share of advertising revenues. “However,” he writes, “specialized media services will continue to grow and expand because they will provide services that cannot be easily or profitably offered by global media organizations. “
Media is losing its power, prof contends
Many global mass media corporations will continue to grow in the 21st century but will become less powerful in relative terms than their predecessors, an American media sociologist predicts in a new book.
“Although global media corporations will grow and reach more people, paradoxically their ability to control the information and entertainment marketplaces will decline,” David Demers, associate professor of communication at Washington State University, writes in the “History and Future of Mass Media,” which was published by Hampton Press Inc. this week.
In the 380-page book, Demers doesn’t predict that mass media are doomed. Rather, he argues that some of their power is being diluted by the increasing number of choices that people have for news, information and entertainment. Mainstream mass media will continue to play a powerful role in people’s lives for many decades to come, and they will continue to support powerful elites, institutions and values.
But contrary to the views of many critics, Demers argues that mass media often produce content that helps the poor and disadvantaged groups. He predicts that diversity in the marketplace of ideas – especially ideas critical of powerful people and institutions – will continue to grow and serve as a catalyst for social change as mass media systems become more complex.
