The Future of Mass Audience

By mmechanic | Published February 10, 2014

The issue: The future of Mass Audience describes two theories of the communications revolution. Orwell’s theory of totalitarianism and Bushe’s Memex theory.

Major Strengths:  Neuman explains both theories in details.  He first describes Orwell’s theory of totalitarianism in great detail and explains the description used in Orwell’s book 1984.  He then proceeds to explain Bush’s theory of Memex.  Orwell believes that the government controls what people should see and manipulate them to behave a certain way in order to create their desired utopia.  Bush’s theory gives the individual control.  The author goes into great detail about the background of each theory and the differences between the two.  I have never read 1984, so I appreciated the author’s details of the book so I could really picture what he was referring to.

Major weakness: Neuman gives good examples of both theories but it seems a little too extreme. Neuman explains that Orwell believed that any advances in technology would further the government’s intervention in an individuals life and can further manipulate and control individuals. He then ties this into Mass society theory and how mass media can manipulate an individual as well.  Those two theories seem very different to me since influence derives from completely different groups and have different motives. Mass society theory argues that the individual is influenced by what they view as the majority.  Orwell’s theory is that the government is intentionally manipulating the individuals.

Underlying assumption:  Mass media is not just one of those theories, but actually a mixture of the two theories.  Individuals have their choice of their participation in media and the degree of influence.

Provocative questions:  Now as the years have progressed and media has changed, is the audience better off as they were back then? Is the current media coverage benefiting the audience more or is it more harmful? Is there really a way to have society not be vulnerable to media?

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