August 16, 2026
By Stephen Stofka
Last week I discussed how we deceive ourselves. This week I want to explore how we define ourselves through our affiliation with and membership in groups. Growing up we are part of a family, a group of students in school, congregants at church, players on a team, members of our local community. Many of these group affiliations are endowed to us by our parents, by our circumstances and the institutions within our local community. Later we associate with others of the same profession or job, who have similar political sympathies, or similar interests and hobbies. Are we passive victims of group psychology or do we actively, perhaps unconsciously, seek out groups that will confirm our opinions, values and perspectives? How does the development of different media change the composition of our social groups?
In 1956, the sociologist C. Wright Mills (1956, p. 304) argued that the country was developing from a community of publics into a mass society. What’s the difference? In her book These Truths, historian Jill Lepore explained what Mills meant by the two terms. “A community of publics is a population of people who talk to one another; a mass society receives information from the mass media. In a mass society, elites, not the people, make most decisions, long before the people even know there is a decision to be made” (2018, p. 566). In a community of publics, communication is a two way street. People communicate with their governing institutions and with each other. In a mass society, communication is a one-way street. Centralized organizations communicate to large populations who have little opportunity to respond.
Mass Media
Until the last decades of the 19th century, newspapers, magazines and books did not have a circulation wide enough to be considered mass media. Shortly after the Constitution was drafted, Alexander Hamilton, John Jay and James Madison published a series of 85 essays arguing for the ratification of the new Constitution. The essays were first published in two New York City newspapers. They were reprinted by a few newspapers in other cities but many Americans would not have read those arguments (Source).They might have heard about them from neighbors or at local meetings where a state legislator revealed those arguments. America was a jigsaw puzzle of communities without any unifying identity.
It wasn’t until the late 19th century that newspapers had a role in shaping public opinion and identity. William Randolph Hearst and Joseph Pulitzer built media empires that competed with each other for readership in several prominent cities (Source). Through their influence on public opinion, they had some indirect influence on public policy. In 1898, the U.S. sent the battleship Maine to Havana to show support for Cuba’s fight for independence from Spain. When the battleship blew up, the Navy initially determined that the cause was a mine, an act of aggression by Spain (Source).
Newspapers published by Hearst and Pulitzer featured hyperbolic headlines designed to stoke animosity against Spain. Did those alarmist headlines, known as yellow journalism, light a fire of public anger so hot that politicians in Washington declared war on Spain? In grade school I was taught that, but the truth is that there were several issues that accelerated tensions between the U.S. and Spain. It is unlikely that the newspaper coverage prompted the war (Source). However, it became clear that large media organizations were willing to shape their reporting of events to amplify public sentiment and attract more readers.
Thousands of newspaper readers riding a New York City subway car to work might be reading the same newspaper. Without being conscious of it, they were part of a group, bundled together and sold to advertisers as part of the newspapers’ circulation numbers. The small amount that readers paid for the newspaper had never been enough to offset the printing and distributing costs.
Broadcasting
On November 2, 1920, a station in Pittsburgh broadcast the election returns. Within two years, there were over 500 licensed radio stations (Source). In 1931, a CBS station in New York City became the first broadcast TV station (Source). By the end of World War 2, the three networks, ABC, CBS and NBC dominated the medium and competed with each other for listeners and viewers. In the 1920s, the Nielsen company began to sample the audience for radio stations. In 1950, they began measuring the viewership for TV programming (Source).
In the 1960s, a popular Top-40 radio station like WABC in New York might broadcast a variety of music that appealed to a wide range of people and musical tastes. Higher audience numbers led to higher advertising revenue.
There were songs from popular musicals, as well as American song book classics performed by artists like Frank Sinatra. There was a mix of rock and roll from bands like the Beatles, some R&B by Ray Charles and the soul music of James Brown. Mom and Dad tolerated the sound of the Beatles, the Rolling Stones and Who. The kids tolerated old fogey artists like Sinatra and Bing Crosby. People were exposed to a diverse collection of musical tastes played over and over again in rotation. Maybe a 12-year-old mentally tuned out Eydie Gorme’s song Blame It on the Bossa Nova, but if someone mentioned the song or sang a couple of bars, they would be somewhat familiar with the song. The exposure and repetition of this variety led songwriters to incorporate elements from a diverse collection of musical styles. That was AM broadcasting.
Narrowcasting
The rise of FM radio stations tailored a selection of music to a smaller audience. Until 1965, FM radio stations in larger cities simply simulcast what their affiliated AM Radio station played. In 1965, the FCC instituted a rule change that required the owners of AM and FM stations in large markets to broadcast distinct programming on their FM stations. Some FM stations became independent and adopted innovative programming to appeal to a narrower audience. WNEW in New York City played jazz, poetry readings and progressive rock (Source). A person no longer had to tolerate the music that they didn’t like. In fact, a popular artist or song from another genre might be unfamiliar.
Getting Choosy
In the late 1960s, 8-track players for cars became available. Music lovers took one step further to crafting a unique listening experience in their car (Source). People could be less tolerant of what they didn’t like and more in control of listening to what they did like. In the 1980s, people could create an intimate and unique listening experience with the newly introduced Sony Walkman, headphones and compact cassette.
The Internet
In the 1990s, the development of the internet allowed users to explore and share common interests, opinions and perspectives with strangers. By 2000, AOL Online had 20 million users and hundreds of forums, chat rooms and message boards (Source). Users were known to AOL by their real names and addresses but users could hide behind screen names and creative profiles with other users. As consumers of print, radio and TV media, we were anonymous. Through social media we could interact directly with other human beings and preserve our anonymity. Without anonymity, we might be reluctant to express our frank opinion. Behind the curtain of digital anonymity, we became like the wizard of Oz.
Shared Errors
Two weeks ago I wrote that “we come in contact with the world through our senses but we engage with the world through our errors.” As wizards in the digital realm, our anonymity meant that our errors might have little cost. In direct contact with others, we had to learn some restraint. Now we could try out controversial religious, political and social claims without worrying about social ostracization or physical harm.
We could hang out in groups of people who made similar claims. Vaccines were a government conspiracy. The Trilateral Commission controlled the leaders of powerful countries through extortion or mind control. Most of the extraordinary technological and scientific discoveries in the second half of the 20th Century had come from aliens who had landed near Roswell, New Mexico after World War 2. Democratic politicians were sponsored by Communist sleeper cells intent on imposing socialism on America. They were part of a secret cabal of pedophiles. Republican politicians were puppets of big business and the military industrial complex. They would rather spend your taxes on war than health care and social programs.
We found groups and media channels that believed the same facts and came to the same conclusions we did. We could stand firmly on the principle that people should not be forced to buy healthcare insurance. But what about a 25-year-old without health insurance who got injured somehow? Should the emergency room refuse to treat her? We could believe that churches and civic organizations would voluntarily contribute to charitable funds that would pay for that expense. We could believe that and no one would challenge us with facts because we all had libertarian sensibilities and resisted most government programs.
Social media has helped us untie the restraints on our opinions, impulses and emotions. Next week I want to look at how we form and share common rules of morality in groups. I hope to see you next week.
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Photo by Ramon Kagie on Unsplash
Lepore, J. (2018). These truths: A history of the United States. W. W. Norton & Company.
Mills, C. W. (1956). The power elite. Oxford University Press.

