CMST 3K03 Lecture Notes - Lecture 2: Theodor W. Adorno, Ian Kershaw, Penny Press
14 Sep 2017
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1. 2 the customer is not king : critiques of mass. Starting in 19th century, changes in manufacturing led to mass production of consumer goods whose output flooded market. Branding and advertising were necessary in order to stimulate that demand from public: how to get rid of surplus. Rise of mass media technologies in 19th and 20th centuries. First penny press and then commercial broadcasting (radio and tv), provided medium for advertisers to deliver message to consumers. Advertisers and broadcasters sought to quantify size of listener and viewerships through new techniques of stats measurement: ratings research established as way to measure audience exposure, find best way to spend funds. Within social and political theory, notion of masses as constituency of modern industrial societies began to gain currency. Early to take this idea from humanities and social sciences to extend to audiences. Apply notion or idea and extend to national constituency.
