A GLOBAL HISTORICAL ANALYSIS OF TECHNOLOGICAL ADVANCES IN MASS COMMUNICATION

Abstract

This study addresses the limited scope of existing research on mass communication, which often focuses on specific media or time periods without offering a comprehensive understanding of how communication technologies have evolved and influenced society globally. It highlights the lack of integration between technological changes, audience behaviour, and the underrepresentation of non-Western perspectives. Using a systematic review method to gather data from databases, Scopus and ResearchGate, the research analyses key innovations from early writing systems to AI, drawing from academic literature and reliable online sources. The findings reveal that each technological advance has increased the speed and reach of communication while transforming audiences from passive recipients to active participants. In the digital age, interactivity, personalisation, and user-generated content have reshaped media consumption but also introduced challenges such as misinformation and echo chambers. The study emphasises the generational shift toward digital platforms and stresses the importance of inclusive global narratives in understanding communication’s evolution and its broader cultural, political, and social impact.