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The Power of Mass Communication KENNETH V. LOTTICH Montana State University, U.S.A. A 1VEW age has appeared in the procurement of mass entertainment, as exemplified by radio, the movies, and television. Nor is it farfetched to say that political power as well is inherent - or potentially inherent - in these novel media. Louis R. Reid holds that "America has achieved a position as startling and as significant (in the utilization of the new instruments) as the rise of the industrial era following the Civil War. Upon these inexpensive easily-accessible and closely related amusements (and opportunities for social sanction) the public is so dependent that vast commercial, sociologic, technological, and not the least artistic forces have been given new and powerful play in the nation."' This is a power, Reid says, that is surpassed only by may, by 1963, be applied to much - if not most - of the "civilized" world. Electronic Communication as Social Control To begin with, the establishment of any social order is based upon the creation of a means of communication among its individual members. The primary step involves the transition from gestures to language; thus organi- zational activities can be effected with
International Journal of Comparative Sociology (in 2002 continued as Comparative Sociology) – Brill
Published: Jan 1, 1963
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