Mass Communication Why Are Books Considered "Mass" Essay

Mass Communication

Why are books considered "mass" media when a popular hardcover book might sell only 100,000 or 200,000 copies? Include in your discussion a definition of mass media and give examples of books that have had a significant impact on a mass audience.

Books are considered mass media due to their widespread appeal rather than physical book sales. Books are unique in that the notions imbedded within them often transcend tradition sales figures. The concepts and ideas contained in books can quickly spread without the need for individuals to physically purchase the book. For example, aspects of Christianity are well-known even by those who have yet to purchase a physical copy of the Bible. The notions of giving, charity, honesty, integrity, and pursuit of knowledge are all concepts embedded within the Bible. Many individuals are therefore aware of these concepts and apply them daily without physically purchasing the Bible. The advent of the internet and globalization has further expanded this notion of "mass" media relative to actual book sales. The internet, in particular provides a medium by which ideas can be seamlessly expressed by popular books at the time. The iniquitousness of the internet is particularly helpful for books to appeal to a mass audience. Irrespective of the subject matter, ideas rather than actual book sales, is what creates the overall impact on a mass audience. Another example would be general economic theory. John Maynard Keynes is often cited as a revolutionary thought leader in regards to economic activity. His notions of supply and demand, monetary policy, and fiscal policy are well received by most economist and central bankers. Many of these notions are understood by the general population as well. Much like many authors however, his books have only sold millions of copies. How is it then that a society of roughly 312 million individuals is aware of notions that only 2 million individuals have actually read? Well, due to the notions and ideas within the text, individuals have quickly adopted and practiced its teachings. This has occurred in a similar fashion with respect to the biblical example mentioned earlier. In both instances, ideas that are simple, easy to understand, and functional, are read by a certain group of individuals. These individuals, particularly if they are influential, then impart the knowledge to others, who themselves do the same. In essence, the number of books sold is irrelevant. What matters however is the overall appeal of the content within the book.

Mass media is defined as, "a means of public communication reaching a large audience." Books, much in the same manner of advertising, can be used to convey a thought, notion of idea (Dominick, 2009). Books, on a relative basis are unique as they often contain more content than traditional mass media outlets such as banner ads on the web, print advertisement, or guerilla marketing tactics. Therefore, this information can be placed within outlets in which large audiences can be present. Book clubs, discussion groups, and online blogs all provide a medium in which book notions and ideas can be transmuted to others.

Entertainment and the divergent aspects of media have also contributed to books only selling 100,000 copies, but still maintaining a large appeal to consumers. Popular books may only sell 100,000 copies, yet, through media alternatives, the appeal of the book can reach mass audiences. Examples of this concept occurs with many of the more trendy books such as "Harry Potter," "Lord of the Rings," "The Chronicles of Narnia," and, "The Hunger Games." These books, in and of themselves, on…