A GLOBAL HISTORICAL ANALYSIS OF TECHNOLOGICAL ADVANCES IN MASS COMMUNICATION

Authors

Omowale Taofeek Adelabu Department of Mass Communication, Redeemer’s University, Ede, Osun State, Nigeria
Oladele Oluwatosin Idowu Department of Mass Communication, Redeemer’s University, Ede, Osun State, Nigeria
Lawal Olusola Ayinde Department of Mass Communication, Redeemer’s University, Ede, Osun State, Nigeria
Adejola Joseph Olalekan Department of Mass Communication, Redeemer’s University, Ede, Osun State, Nigeria

Mass Media, Technological Advances, Audience Behaviour, Nigeria

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.