The Video Music Awards on MTV is one of the most celebrated nights in American pop culture and media. Whether it’s the high fashion, the camera and lights, or the thought of our favorite entertainers under one roof, America loves watching and being a part of the VMAs. In order to integrate the public into the voting process and give them the feeling that they are a part of the show, the use mass media was present this year to reach millions of viewers at a time. MTV helped get people involved by the use of cell phones, Facebook, twitter, etc. It was reported that even during the show stars like Katy Perry, Rhianna, and Lady Gaga were tweeting messages to their followers. This mode of mass media allows the public to feel connected with not only the show, but their favorite stars as well. It bridges the gap between fantasy and reality and causes the audience to become a part of the show and rock-star lifestyle.
This idea is just as important in Corporate Communication. Instead of being based on entertainers and fans, the idea revolves around businesses and their clients, customers, and publics. Businesses use mass media in order to reach more people and help them to become a part of, or feel connected to, a company’s public narrative. Many companies are using the same mass media outlets as those in pop culture, such as Facebook, twitter, texting, and so on. This helps them reach a wider audience and gets their public more involved. The use of mass media helps bridge the communication gap between an organization or business and its publics. Whether for pop culture purposes, such as the VMAs, or promoting an organization or business, mass media can help create positive and consistent communication with an organization and its audience.
To watch the VMAs, click here.