Industrialism

The social conditions prompted by the rise of industrialization. From the mid-18th century to the mid-19th century, tremendous changes in manufacturing occurred first in Britain and then throughout Europe and North America. This revolution not only changed the way goods were produced, it forever altered the accumulation of wealth for both nations and individuals. Manufacturing innovations and machinery were adapted to agricultural use as well. While cities became more populated, causing a rise in poverty, unemployment, disease, and crime, they also spawned a growing middle class.

This revolution in industry also witnessed a revolution in print. The growth of the middle class meant a growth in literacy, which was no longer considered a privilege of the very wealthy. Inventions that made it possible to print reading matter much quicker than in the past led to the mass publication of pamphlets, magazines, and books, democratizing information and fostering individualism, a fundamental value in America. With so many ideas about, people became less reliant on their communities and their political and commercial leaders. Also, they were cut off from their cultural traditions. Sociologists theorize that as society became more fragmented and individuals more isolated, relationships once formed through bonds of a personal nature became more like contractual obligations. This made people more susceptible to persuasive influences, such as from the mass media. This susceptibility was used to an advantage by advertisers when industrialism led to a rise in consumerism. The industrial revolution made it possible to mass produce goods at the same time when workers felt the need to buy consumer items as a diversion from their repetitive work routines. The increase in printed materials allowed manufacturers to advertise their products to wider audiences.

Certain theories of mass media developed based on the perception of society as a group of isolated individuals and their subsequent susceptibility to propaganda. Direct-effects theories, such as the so-called hypodermic needle or magic bullet varieties, caused a consistent reaction among their viewers. This reaction could be uniform despite the differences in background among the viewers, because the creators of the messages were engaging in intentional manipulation. These theories eventually fell out of favor and were replaced with new theories that suggested that the media's effects were not quite so direct.