Social Responsibility in the Era of Mass Communication

Technology has come a long way in the 20th and 21st centuries. The early 20th century
saw the advent of mass communication, or at least mass real-time communication, in the form of
radio broadcasts. Shortly after, television followed, and the moving pictures in news reports
made them that much more visceral. Social media, which was in its infancy ten years ago, now
has the power to create a movement overnight. Simple algorithms on websites such as twitter
compile thousands of peoples opinions on a subject and then share them with everybody else.
Technology has forever changed the flow of information, and in turn has had an irrevocable
effect on the nature of politics and public discussion.
The rapid pace of technological development this past century has been matched only by
the pace of social change. From the sexual revolution and general loosening of social
expectations of the 60s, to the Civil Rights and Womens Liberation movements, to the push for
LGBT rights that is still gaining momentum today, society has come to regard progressiveness
itself as a value. Anyone can make a grievance heard, and every statement or behavior of a
public figure is subject to immense scrutiny. Americans are beginning to understand that
communication through modern media channels is a powerful force and a huge responsibility.
Though technology is often seen as something that divides us from our ancestors, lessons on its
effective use for communication are scattered throughout 20th century American history.
The Great Depression was a time of disillusionment and fear for most Americans.
Beginning in 1933, President Franklin Delano Roosevelt sought to reassure the nation with a
series of radio broadcasts that became known as his fireside chats. Though he did have help
from speechwriters in drafting these addresses, Roosevelt largely broke from the formality and
ceremony of most presidential speeches, opting instead to speak to the public as though they

were colleagues or friends in his parlor. As around 90 percent of American households owned a
radio in the 30s, Roosevelt was able to reach the majority of his constituents in an immediate
and relatively intimate manner. Understanding that his listeners came from many walks of life,
Roosevelt chose simple words and explained his ideas thoroughly. The Fireside Chats originated
one of the most classic quotes in American politics: The only thing we have to fear is fear
itself. Roosevelt realized the potential for using mass communication to unite and placate the
public, and his responsibility to use it for that purpose. However, future presidents would learn
that too much information sharing could undermine the White Houses efforts to control a story
as well.
The Vietnam War was the first American war to be broadcast unedited into citizens
living rooms. Though my mom was only a child during the war, she remembers watching
footage on the news with her parents. My mom believes that seeing the graphic reality of war,
rather than the carefully tailored propaganda movies that had been available in the past, played a
large part in turning public opinion against Americas continued involvement. The government
was not initially eager to pull outLyndon Johnson, a very progressive president in many ways,
was notoriously hawkish. But the will of the public prevailed, and in 1969 President Nixon
announced the imminent end of American participation in Vietnam. Mass communication had
swayed the public narrative away from that which many government and military officials
wanted to promote. Never again would a propaganda effort be as successful as those that
preceded Vietnam.
Public-controlled media would prove even more influential in turn-of-the-2st-century
American politics, contributing in large part to the election of President Barrack Obama. He and
his PR team ran a social media campaign, appealing to young voters by reaching them through

the communication channels that they dominated. Like Roosevelt with his fireside chats, Obama
seemed accessible and in touch when his campaign used trendy technology to speak to the
public. Voters on sites such as twitter could get Obama-related posts to trend, increasing his
profile far beyond what TV commercials would have allowed, and giving the sense that hundreds
of thousands of people already backed Obama. Over the next several years, social media would
crucify as many public officials as it supported, often for thoughtless comments that appeared to
show prejudiced beliefs. But every candidate following Obama would include social media in
their campaign plans, and voters would feel a greater ability than ever to participate in the
election of their president.
Looking at historical examples, I can see how powerful a force communication is, and
how technological advances in communication have changed the way society thinks and
interacts. The lessons I have learned are that people who have information, such as politicians,
have a responsibility to share it with the public (i.e. transparency), that information can reveal
the truth behind carefully constructed stories, and that I myself can use communication to
influence my world.
What should I do with the information that I have learned? I can use the media I have
access to to be a more informed citizen, such as by watching presidential debates, and by reading
information on websites such as whitehouse.gov. I can use my social media access to learn about
public opinion, and to promote causes or ideas that are important to me. I can demand
transparency and honesty from my government, and I can make sure I never pass on information
that I am not confident is true. Most historical figures may not have had facebook, but that
doesnt mean they have nothing to teach me on how to handle information or technology.

Works Cited:
History.com Staff. "The Fireside Chats." History.com. A&E Television Networks, 2010.
Web. 22 Aug. 2016.