Modern Media Barn: Thoughts

In one of my first Ph.D. courses at Michigan State, I wrote a paper about the effects on multiple channels of programming on society. At that time (15-20 years ago) cable television was the future and Ted Turner’s 500 channel guess was the current goal.

At the time, I anticipated a time where people can live in an environment that bolsters their own world view and eliminates cognitive dissidence. I envisioned enough channels that a person could avoid ideas that were upsetting to them. Young Republicans could gravitate to media separate and distinct from older democrats. Because people would not be forced to view media contrary to their preconceived notions, the once called “homogenization effect” of the media would be lost.

For a lot of good economic reasons, cable television did not achieve the true diversity of channels needed to fulfill my early vision. Yes, Fox News certainly spoke to a particular viewpoint. However, the penetration of narrow viewpoint media never achieved critical mass.

What one medium could not do, multiple media may provide. This morning as the Republican convention has just presented McCain’s speech, I am just getting around to watching Obama’s acceptance speech on the DVR. Talk radio plays predominately conservative viewpoints. My Facebook friends are now predominately Democratic while the AOL polls lean Republican.

A person can now easily library content to view at their leisure — through recording off air, internet redistribution, and direct delivery. Now I know that due to technology, economy, or age, not everyone is ready or able to consume the true diversity of media. However, media is ultimately a populist product. Widening the audience is the only choice new media — just the same as old media. Through the diversity of media, will we finally see a de-homogenization effect I foresaw?