Mass media print, radio, television, and other communication technologies that reach many people: marshall mcluchan global village the media are extensions of the human body and mind. Nuclear attack: arpanet begat the hyperlinked system of texts, images and sounds known as the world wide wed in 1991. Causes of media growth: the rise of the mass media 3 factors, 1. The protestant reformation 16th century catholics relied on priests to tell them what was in the bible. 1517 martin luther protested certain practices of the church he wanted people to develop a more personal relationship with the bible luther"s new form of christianity = Democratic movements 18th century citizens of france, usa, etc. demanded and achieved representation in government. Democratic governments depended on an informed citizenry and therefore encouraged popular literacy and the growth of a free press: 3. Capitalist industrialization modern industries required a literate and numerate workforce. They also needed rapid means of communication to do business efficiently.