Scientists and philosophers have discussed about the characteristics that in the course of the evolution marked a flexion point that differentiated the human being from the rest of the animals. Which was the determinant factor of the emergence of an intelligence that changed the course of the natural evolution in our planet, initiating an era in which a single species is able to transform to itself and to modify its environment? Was it bipedism and the development of the manual skills? Was it the discovery of the fire or the wheel? Or the development of agriculture ?
Over these important landmarks in the history of the human evolution, it excels the development of mass media.
The development of structured language allows not just to transmit concrete messages, but also complex ideas.
The possibility of sharing knowledge, feelings and ideas allowed to develop new forms of social organization.
The internalization of language harnessed the capacities to remember events and experiences, to imagine alternative realities, and to reason.
The transmission of memories in verbal and written form allows to extend beyond spatial and temporal boundaries.
The progressive development of mass media (writing, press, telegraph, radio, television, Internet, etc.) reflects beyond an accelerated technological development, the way in which the messages have become more independent of emitters and receivers.
The independence between the message and the actors of the communication, and its ubiquity extending space, temporary and cultural limits, implies the possibility of altering and even to generate new messages in artificial ways.
Reaching this point, distortions may happen in the personal and collective communication processes, determining a crisis of models, on which solution may depend the course that our civilization will follow.
On one hand, each individual has greater wealth of experiences and cultural contents, and can use powerful means to communicate his ideas.
On the other hand, we are immersed in a grid of messages and cultural products reaching us in such way that is difficult to select and to filter whatever interest us, being exposed to what others want to transmit with the purpose of changing our thought or our behavior.
Commercial, political, religious or cultural interests struggle to control the means and to take advantage of the power that they offer to influence the masses aiming to fulfill their objectives. As the society saturates and perceives the manipulation of the messages that receives, critical mechanisms are developed which can compensate the pernicious effects reducing credibility or interest on certain sources, or generating alternative messages.
These phenomena can occur in a spontaneous way or intentionally directed, and be regulated by means of laws imposed by governments or emerging from the society itself.
In the previous paragraphs I tried to identify some key points to understand of the influence of mass media in the society. This analysis can be deepened and extended, as a bases to establish guidelines to predict or to control the ways in which the mass media can or must be controlled in the processes of awareness and change that have to take place in order to solve the environmental, political, religious and cultural crisis that characterize our civilization.