Things we know through direct sensory perception of our environment(personal experience) Things we know through some indirect channel or medium (parent, textbook, radio, tv) Latin medius" means middle" or that which comes between two things. Mass media communication technologies that have the potential to reach a large audience in remote locations. First mass medium, mass media was born". 19th & 20th centuries, the newspaper industries experienced explosive growth. Growth stopped in 1973, and from thereon has been declining steadily. Despite the decline, print media is still a part of the mass media. Thomas edison created the phonograph (sound) in 1877. & the kinetoscope (motion picture) in 1892. 1920s: talkies were films that sync"d sound & film. 20th century, sales of sound recordings overcame the sales of sheet music because of the many cheap reproducible formats that developed over the years (lp, cds etc. ) Radio (experiments in 1890s) broadcasts started in 1920s.