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Posted September 11, 2025 Reviewed by Hara Estroff Marano
The 20th century experienced a dramatic explosion of mass media communications —from newspapers, to magazines, advertisements, radio, movies, television, and the internet. The 21st century has amplified media-centrism with AI.
Now, one quarter of the way through the 21st century, it is useful to pause and ask ourselves, “How and how much do various forms of internet-driven media communications, including AI, affect and influence thinking and behavior?” Such questions are necessary for understanding the social impact of media and human behavior. Media and communications psychology (MCP) is an important field in helping us to understand the implications of media in any social context.
MCP has a distinguished history. In 1922, Walter Lippman published Public Opinion in a work that explored how self-serving social perceptions shape behavior and influence opinion. In 1964, Marshall McLuhan insightfully highlighted media and communications psychology when he stated, “The medium is the massage.” Television was then rising as the dominant mass medium. McLuhan, whom I knew, was central among a growing parade of theorists who researched media effects.
Today, the media continues to rapidly evolve as new communication channels and technology emerge. Examples include the iPhone, Dick-Tracy-evolved Apple Watch, stadium marquee, and all social media competitors that influence society.
A central focus of MCP is the large and exciting realm of effects research: how various scientific, social, and entertainment media influence audience perceptions and behaviors. Effects research highlights the importance of investigating and measuring intended and unintended effects. For example, crowd dynamics theory explains how people think, feel, and act when they come together in large crowds. Effects research in MCP shows that crowd behavior is different from individual behavior. MCP effects research, for example, may help in identifying and coping with copycat dynamics of all-too-common shooting events.
For a thorough understanding, MCP requires an in-depth grasp of synesthesia, semiotics, and semantics, each of which is influences the relationship between media interaction and human response. Synesthesia involves a blending of the five senses: sight, hearing, touch, taste, and smell, and current science reports that everyone functions with some level of synesthesia. (Cytowick, 2024)
Advances in MCP, including AI, are fueling the rise of “new collar” jobs and careers within the new streaming media services companies. From Amazon to Twitter, cable, satellite, and social media communications and social media service companies offer jobs that include what is being called “over the top” streaming technologies. In my opinion, social media has become dominant as the new public square.
New-collar skill and career opportunities and positions in MCP
Professionals who benefit from MCP effects research raange from writers and producers to designers, cinematographers, and human resource and public relations specialists. In addition, today’s educational institutions need new faculty and staff who understand MCP effects methods and higher concepts in AI.
In 1977 George Lucas premiered Star Wars and dramatically influenced media special effects in entertainment, setting new standards in storytelling inspiring a new generation of film makers. In 2022, James Cameran and Avatar: The Way of Water triggered another paradigm shift highlighting AI and the future. MCP continued to advance with each new advance in technology and psychology.
Theories in MCP are foundational
MCP programs focus on in-depth study of complex theories such as range of emotions, subliminal communication, the psychologies of control, persuasion, and cognitive dissonance, and much more—and provide scholars with a sophisticated understanding of human nature.
My research reveals that there are presently more courses and degree programs in media psychology in other countries than in the United States. Universities in Germany, the Netherlands, England, Canada, Sweden, Belgium, Russia now offer media psychology degree programs. If the U.S. wants to remain a leader, new programs and courses in media and communications psychology should be actively encouraged in our own colleges and universities.
The U.S. is a historical leader in all forms of media. As past president of the American Psychological Association’s Society for Media Psychology and Technology (Division 46), I encourage anyone interested in the evolution of media and communications psychology to join the group as a regular, associate, or student member.
References
McLuhan, Marshall, Quentin Fiore, The Medium is the Massage, New York: Random House, 1967.
Lippmann, Walter, Public Opinion, New York: Harcourt, Brace and Company, 1922.
Luskin, Bernard, 5G Technology Explodes New Careers in Forensic Media, Psychology Today, October 3, 2019.
Luskin, Bernard, Synesthesia, Semiotics, Semantics and How we Learn, Psychology Today. June 30, 2019.
Luskin, B and Lilli Friedland, Task Force Report: Media Psychology and New Technologies. American Psychological Association, Media Psychology Division (46), Spring 1998.
Cytowic, R.E. (2024). Your Stone Age Brain in the Screen Age. Boston: MIT Press
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Bernard Luskin, Ed.D., LMFT, is the CEO of LuskinInternational.com and has been the CEO of eight colleges and universities.
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The best way to begin something new—in love, work, and life.
Self Tests are all about you. Are you outgoing or introverted? Are you a narcissist? Does perfectionism hold you back? Find out the answers to these questions and more with Psychology Today.