A

SEMINAR REPORT
ON
“ROLE OF MEDIA IN SOCIAL AWARENESS.”

SUBMITTED TO:

KURUKSHETRA UNIVERSITY, KURUKSHETRA

IN PARTIAL FULFILLMENT FOR THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
(SESSION 2018-2021)

Under the Guidance of: Submitted By:

Ms. Prachi Goyal Mukesh Kr. Yadav
Assistant Professor BBA 4th Sem.
SDDIMS Roll No -
SWAMI DEVI DYAL INSTITUTE OF MANAGEMENT STUDIES
BARWALA, PANCHKULA (HARYANA)

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CONTENT

 INTRODUCTION
 WHAT IS MEDIA
 IMPORTANCE OF MEDIA
 TYPES OF MEDIA
 IMPORTANCE OF MEDIA
 SOCIAL MEDIA AWARENESS
 WHY SOCIAL MEDIA IS IMPORTANT
 TYPES OF MEDIA
 ROLE OF MEDIA IN SOCIAL AWARENESS
 CONCLUSION

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INTRODUCTION

Media and society are closely related to each other. The extensive impact of media on
society can easily be seen these days. Media reflects our society, how it works and
what it constitutes. With the advancement in technological area, our society has also
observed the expansion in the thoughts and ideas of people. Every single invention
starting from the printing press to the latest smartphones our society has accepted it.
Earlier people used to communicate things with the help of sketch and print forms but
as time passes the medium became more advanced. Today people are just a click
away from any and every information that is available on the internet. There are
various forms of media that help to inform, educate and entertain our society. Media
can be in print form that is through newspapers, books, magazines etc. Media includes
an electronic form for spreading information which is one of the most used media of
mass communication. With the help of radio and TV, listeners and viewers not only
get updated but it also creates an understanding of current happenings. Radio being an
audio medium helps in disseminating information to every nook and corner of our
country. Radio has also played a vital role in creating a platform for imagination. The
reach of this audio medium is not only limited to urban areas but it has covered a wide
range even to the remote areas of our country. The people living in rural parts of the
country are getting more benefits from the audio medium of mass communication.
The programs on radio cater the interest of rural section which constitutes
small-scale industries, farming, forestry, fisheries etc. which has helped the rural
people in their day to day life matters. On the other hand, TV is the second most
used medium in terms of reach. Visuals and audio when combined together help in
better understanding and provides up-to-date information. News from all parts of
the country is investigated and presented through this medium of mass
communication. Initially, Television in our country was introduced for education
purpose. But later as time passes the objective of educating people turned into
imparting information and entertaining masses. Today Television has become an
important part of our daily life. It covers a vast section of programs like daily soaps,
news, movies, reality shows, sports, weather forecast, religious programs, music etc.
Social media is becoming one of the most popular and most accessed media of
communication these days. Social media has brought different people from the
different geographical area on one platform on which they can share their Feeling,
ideas, emotions, information and much more. The Manifold social networking sites
like Facebook, WhatsApp, Instagram, Twitter, LinkedIn, Google +, and others open
the door to share ideas, views, and thoughts on the same platform.
With the advancement of science and technology, the world has come close to each
other. Today people don't have to wait for the dissemination process but the condition
is such that every social media user has become a source of information on their own.
The daily news and views to which the social media user comes across cover a wide
range of topics. These topics or subjects are related to the happenings of our
surrounding. People can like, show emotions through the list of emoticons or even
comment accordingly. The social media act as an umbrella that constitutes a variety of
interesting features that have our life very easier. Features of tagging friends, location
sharing, photo and video uploads, message chatting, video calling, searching friends
etc. have made our life more engaging.

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WHAT IS MEDIA

Media is one of the most powerful instruments of communication. It can help to

promote the right things on right time and gives a real as well as strong aspects of the
world about what is right or wrong also it also express that how can we store and
distributes the views. The world is moving towards progress in every step of life. But
we cannot refuse the real fact that we all are bounded directly or indirectly with the
loads of social problems and issues, which are affected by the people of the people
and for the people. Social issues or matters include so many types such as poverty,
violence, corruption, bribery, suppression of human rights, rape, discrimination, and
crime, killing in the name of honor. Today News Channels, Newspapers, radio,
internet etc. help us to estimate the realities of live and focused on the every social
matters with the pure and free effect, it has a chance to explore the issues of society
more openly. Media refers so many links such as mass media broadcast media, print
media and the web media. We know that television and radio are considered broadcast
media while newspapers, magazines and journals are formatted as print media and
internet news are called as the web media. The media is an important source of
information through its news segments, entertainment and allows for exchange of our
ideas, suggestions and views for related matters. There is huge variety of media. The
media is not only an important source of news and opinions but also entertainment.
Most young people usually turn on the television for movies, educational programs
other entertainment programs. However, although most of us get our news through the
media as many of us have little time to read books or journals, the news presented to
us can be biased and one sided because news reported on websites appears most
reliable and transparent though one has to be careful about the accuracy of the facts
reported. However, there is still a degree of freedom in these countries' press
compared to other more conservative countries. we have access to news from all
around the world and readers are invited to send their views and contributions to be
published in the media. The term media is derived from Medium, which means
carrier. Media denotes a links specifically designed to reach large viewers. The term
was first used with the advent of newspapers and magazines. However, with the
passage of time, the term broadened by the inventions of radio, TV, cinemas and
Internet. In the world of today, media has become almost as necessary as food and
clothing. It is true that media is playing an outstanding role in strengthening the
society. Its responsibility is to inform, educate and entertain the people. It helps to
know current situation around the world. The media has a strong social and cultural
impact upon society. Because of its inherent ability to reach large number of public, it
is widely used to convey message to build public opinion and awareness, it can be
used to educate people with very little cost. Imagine a classroom in every city with
thousands of students being taught by just one teacher. But unfortunately, because of
money-making approach of media and lack of interest by government, very less work
is done in spreading the education.

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IMPORTANCE OF MEDIA

 The media has got a vital role in molding a good society to develop our
lifestyle and move it on the right path, because it always try to side with the
truth and relevant factor. It is the best tool to spread awareness in the modern
society either it be political, social or economic and giving us latest sight about
what is happening in our world, making us aware about our rights, creating
awareness against evils in our society, what new happening around us,
exposing corrupt politicians and hardcore criminals by sting operations.
 There is correlation between media and society to share them self about the
past, present and future event on need base method of the society. We know
that a long time ago we see all news, views events all these things through
Radio, Banner and Cinema slide show. But now a day we have a power to see
everything of the society and to share it among the people only the good
approach of media. So Media and their function have been changed as because
there is a competition among the Media also. Therefore apart from the service
to the society they have to earn also. From this point of view several media are
taking different steps to expand their business and sometimes they are
deviated from the principles for which they are functioning.
 What society will decide for their existences and functioning is mainly depend
upon the Govt. rules and regulations by limiting their scope of works in a
particular field. In my opinion several sensitive international issues should not
be published through Media for which tension among them increased.
Otherwise media should come in front of the society with all truth. The main
purpose of this studies to explain the real feature of growing techniques of
information and used it to spread the social awareness. Its limitless
connectivity and potential has open social order and system of interaction and
communication which have been made a possible way to develop the
communication technology and define the social situation of awareness. We
can feel the impact of social networking in every step of life. Everyone wants
information timely and to the point which can be possible through the help of
social media. There is various types of social networking under the
connectivity of media.
 Here we explore the FACEWOOK a social networking site, people can assess
information easily through the help of this site and user can utilize these
information to their personal and professional work and behavior. Social
network is used to denote the huge number of blogs and intercommunication
skills to provide online social networking service which can be focused and
reflecting of social network or social relations among people who share
interests and activities Most social network services are web based and
provide means for users to interact over the internet. They interact, share and
exchange resources by social networks. It promotes free flow of information
and sharing of resources beyond boundaries. My point is not any of it said

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 above. We had a nation with so much of events happening around, which but
is escalated only on the whims and fancy of the people who rules us.
 Few of the examples are Ram Mandir issue, Lokpal Bill, 2G scam, CWG
scam, Mining scam, Land Acquisition scam, Coal Gate, Delhi Rape Case,
Godhra Riots, Mumbai Riots, 26/11 Mumbai Attack, Aarush murder case,
LPG subsidy, Fuel price hike etc. All of the above issues had its own
relevance in political arena and accordingly had the coverage and importance
across the media and discussed upon the nation till then until when it is to be
fumed and exploited. Unfortunately none of the news had a chance to be there
in limelight or discussions even until its natural closure of which many are due
pending.
 Shattering fact is that even many of the above stated issues out of the many
left out without mentioning are yet to have a judicial closure and the culprits
yet to be booked and penalized. But at the brim of its flash we had all of the
print and visual media, administration, intellects, social media and even stupid
common man were there on the front to protest, outrage and even ready for a
national cessation. Post shelf life of the issue hardly was there any movement
on the same until either there is a reference by any for personal gain (other
than the relative of the person involved) or on the occasion of anniversary
reminder by the media who had to fill in the prime time slot.
 It is time for us, to do something better for our society. Any means the realism
of a fact lies with the complete closure with justice delivered not only to the
victim but to the society too. Until unless the limited time outrage and
mongering of issue is protracted despite of what we are forced to think and
react. May this sound a bit weird as we being responsible-sensible citizens, it
is our bona fide birth right to react on anything and everything comes across.
But will make a difference if it is made to prolong it despite of the shelf life
tag come along with the issue.

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SOCIAL MEDIA AWARENESS

In this era of global information the social media is the most dynamic internet
service that persuades the contemporary world. “Many of Today’s teens spend
hours each day on line communicating with friends. They visit their online friends
in social network sites such as Facebook and Twitter; they comment on each other's
videos and photos on sites such as YouTube and Flickr; and they send each other text
messages throughout the day 1 and night via their ever present cell phones.” Social
media is now not only influencing the youth but also all sorts of people and it had
turned out to be a part of social life. Social media services make it possible to connect
people, share interests and activities across political, economic, and geographical
borders. “In the digital era Internet and mobile technology become more essential Part
in every day’s life. The way people access, create and distribute the information result
libraries to reconsider their 2 traditional role as librarian to cybrarian.” Social media is
offering new confronts to Library and Information Science (LIS) professionals in this
web influenced world. There is noteworthy increase in the number of social media
sites and users 3 all over the world; the Wikipedia lists more than 200 social media
websites and its number is increasing day by day. As global phenomenon the users
of internet and social media are also remounting in a higher rate in India. India
ranks 3 position in terms of internet users according to the internet world stats survey
in the 4 2012 and its previous year ranking was 4 position . A recent 5 report by
ComScore, “globally used web audience measurement tool also ranks India as the 3rd
largest in the world after China and the United States in terms of internet users. This
report also point out that India has 73.9 million home and work internet users and
surprisingly 94.8% of typical Indian web users are using social media sites. So social
media use is rated as the top online activity in India.” Libraries and LIS professionals
in western countries are overpoweringly adopting social media sites for the progress
of their profession and libraries. On the other hand developing countries like India
are high-flying users of social media but they are far behind in adopting social media
sites for the development of their libraries and profession.

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WHY SOCIAL MEDIA IS IMPORTANT

Social media is quickly becoming one of the most important aspects of digital
marketing, which provides incredible benefits that help reach millions of customers
worldwide. And if you are not applying this profitable source, you are missing out an
incredible marketing opportunity, as it makes it easy to spread the word about your
product and mission

IMPROVED BRAND AWARENESS

Social media is one of the most stress-free and profitable digital marketing platforms
that can be used to increase your business visibility. To get started, create social
media profiles for your business and start networking with others. By applying a
social media strategy, it will help you significantly increase your brand recognition.
By spending only a few hours per week, over 91% marketers claimed that their social
marketing efforts greatly increased their brand visibility and heightened user
experience. Undoubtedly, having a social media page for your brand will benefit your
business and with a regular use, it can also produce a wide audience for your business
in no time.

COST-EFFECTIVE

For an advertising strategy, social media marketing is possibly the most cost-effective
way. Creating an account and signing up is free for almost all social networking
platforms. But if you decide to use paid advertising on social media, always start
small to see what you should expect. Being cost-effective is important as it helps you
attain a greater return on investment and hold a bigger budget for other marketing and
business payments. Just by investing a little money and time, you can significantly
increase your conversion rates and ultimately get a return on investment on the money
that you primarily invested.

ENGAGE WITH YOUR CUSTOMERS

Social media is a good way for engaging and interacting customers. The more you
communicate with the audience, the more chances you have of conversion. Set up a
two-way communication with your target audience so that their wishes are known and
their interest is catered with ease. Moreover, communication and engagement with
customers is one the ways to win their attention and convey them your brand
message. Thus, your brand will reach more audience in real terms and gets itself
established without any hassle.

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IMPROVED BRAND LOYALTY

When you have a social media presence, you make it easier for your customers to find
you and connect with you. By connecting with your customers through social media,
you are more probable to upsurge customer retention and customer loyalty. Since
developing a loyal customer base is one of the main goals of almost any business.
Customer satisfaction and brand loyalty typically go hand in hand. It is essential to
often engage with your customers and start developing a bond with them. Social
media is not just limited to introducing your product, it is also a leading platform for
promotional campaigns. A customer sees these platforms as service channels where
they can directly communicate with the business.

HEALTHIER CUSTOMER SATISFACTION

Social media plays a vital role in networking and communication platform. With the
help of these platforms, creating a voice for your company is important in improving
the overall brand image. Customers appreciate the fact that when they post comments
on your page, they receive a modified reply rather than a computerized message. A
brand that values its customers, takes the time to compose a personal message, which
is perceived naturally in a positive light.

MARKETPLACE AWARENESS

One of the best ways to find the needs and wants of your customers instead of directly
communicating with them is Marketplace awareness. It is also considered as the most
valuable advantage of social media. By observing the activities on your profile, you
can see customers’ interest and opinions that you might not know otherwise if you
didn’t have a social media presence. As a complementary research tool, social media
can help you get information and a better understanding of your industry. Once you
get a large following, you can then use additional tools to examine other
demographics of your consumers.

More brand authority

For making your business more powerful, brand loyalty and customer satisfaction
both play a major role, but it all comes down to communication. When customers see
your company posting on social media, especially replying to their queries and
posting original content, it helps them build a positive image in their minds. Regularly
interacting with your customers proves that you and your business care about them.
Once you get a few satisfied customers, who are vocal about their positive purchase
experience, you can let the advertising be done for you by genuine customers who
appreciated your product or service.

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INCREASED TRAFFIC

One of the other benefits of social media is that it also helps increase your website
traffic. By sharing your content on social media, you are giving users a reason to
click-through to your website. On your social account, the more quality content you
share, the more inbound traffic you will generate while making conversion
opportunities.

ENHANCED SEO RANKINGS

Social media presence is becoming a vital factor in calculating rankings. These days,
to secure successful ranking, SEO requirements are continuously varying. Therefore,
it is no longer enough to simply optimize your website and regularly update your
blog. Businesses sharing their content on social media are sending out a brand signal
to search engine that speaks to your brand validity, integrity, and constancy.

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TYPES OF MEDIA

 INTERNET
 TELEVISION
 MAGAZINES
 NEWS PAPERS
 RADIO

INTERNET
The Internet is a global system of interconnected computer networks that use the
standard Internet protocol suite (TCP/ IP) to serve billions of users worldwide. It is a
network of networks that consists of millions of private, public, academic, business,
and government networks, of local to global scope, that are linked by a broad array of
electronic, wireless and optical networking technologies. The Internet carries a vast
range of information resources and services, such as the interlinked hypertext
documents of the World Wide Web (WWW) and the infrastructure to support
electronic mail.

USES OF INTERNET
Internet has been the most useful technology of the modern times which helps us not
only in our daily lives, but also our personal and professional lives developments. The
internet helps us achieve this in several different ways. For the students and
educational purposes the internet is widely used to gather information so as to do the
research or add to the knowledge of various subjects. Even the business professionals
and the professionals like doctors, access the internet to filter the necessary
information for their use. The internet is therefore the largest encyclopedia for
everyone, in all age categories. The internet has served to be more useful in
maintaining contacts with friends and relatives who live abroad permanently.

TELEVISION
Television meaning “sight” or “vision.” It is a mode of (tele) communication typically
used for transmitting moving (color) images (and potentially sound) to audiences.
Although the technology was commercially available since the late 1920s (in very
limited amounts and at a very high price), television has since become a common
household good. It is also used in businesses and institutions particularly as a vehicle
for advertising, entertainment, and news broadcasting. From around the 1950s
onward, television increasingly became the primary medium in the Western world for
shaping public opinion because of the saturation of television in society. Color
televisions became widely available from the 1960s, and because of the availability of
media such as video cassettes, laserdiscs, DVDs, and high-definition discs, viewers
have been able to use the television to watch prerecorded material.

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Recently, there has been a rise in Internet television services, with services such as
BBC iPlayer, Hulu, and Netflix broadcasting their material onto television screens via
the Internet. In 2009, approximately 78 percent of the world’s households owned at
least one television set with 87 percent of TVs sold being color liquid crystal display–
screen TVs. The most common medium for broadcast television is modeled on the
radio broadcasting systems developed in the 1920s; it uses high-powered radio-
frequency transmitters to broadcast the television signal to individual TV receivers
such as antennae or satellites, which are then linked to the television set. The
technology is also used in other forms such as closed-circuit television. The broadcast
television transmissions are typically disseminated via designated channels in the 54-
to 890-MHz frequency range. A visual display device that lacks a tuner is called a
video monitor, which distinguishes it from a television.

In its most basic form, a color broadcast can be created by broadcasting three
monochrome images, one each in the
Three colors of red, green, and blue. When displayed together or in rapid succession,
these images will blend to produce a full-color image, as seen by the viewer.
Televisions are also used for surveillance, industrial process control, and guiding of
weapons. The first transmission of images occurred in 1881 using a device called the
pantelegraphy. Scanning in one form or another has been used in nearly every image
transmission to date this includes television. “Rasterization” is the concept used to
describe the process of converting a visual image into a stream of electrical pulses. In
1927, Philo Farnsworth made the world’s first working television system with
electronic scanning of both the pickup and the display devices; it was demonstrated to
the press on September 1, 1928.

Following this, Manfred von Ardennes gave the world’s first public demonstration of
a television system at the Berlin Radio Show in 1931; he used a cathode-ray tube for
both the transmission and the reception of images. This laid the foundation for the
world’s first electronically scanned television service that started in Berlin in 1935. In
August 1936, the Olympic Games in Berlin were carried by cable to television
stations in Berlin and Leipzig, where the public
Could view the games live. On November 2, 1936, the BBC began transmitting the
world’s first regular publicly available service in North London. It therefore claims to
be the birthplace of television broadcasting as we know it today. In 2012, television
revenue was growing faster than film for the major media companies.

MAGAZINES
A magazine is a publication that is issued periodically. It generally contains essays,
stories, poems, articles, fiction, recipes, images etc. Magazines are directed at general
and special audience, often published on a weekly or monthly basis. We know that the
word "magazine" is derived from Arabic word makhazin or "storehouse," which
contains a collection of facts and fiction, all bundled together in one package.
Gentlemen's Magazine, founded in 1731 is considered as the world's first magazine.
Then we had The Economist, Collier's, The Saturday Evening Post, National
Geographic, Time, The New Yorker, Life, People etc. In the present age of the tablet
and social media, the idea of a "magazine" is returning to its storehouse roots.
Functionally, a magazine still represents the idea of a bunch of thematically-related
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content put together as one package. A magazine can also be considered as a cabinet
of curiosities; i.e. a display case in which interesting, unusual and occasionally
'eccentric' objects are collected and displayed as a conversation piece or an expression
of the writer's wide-ranging interests or tastes. The readers are treated with a
fascinating, mind-expanding and unique set of wonders they had never dreamt of.

NEWS PAPERS
Newspapers are typically published daily or weekly. News magazines are also
weekly, but they have a magazine format. General-interest newspapers typically
publish news articles and feature articles on national and international news as well
as local news. The news includes political events and personalities, business and
finance, crime, weather, and natural disasters; health and medicine, science, and
computers and technology; sports; and entertainment, society, food and cooking,
clothing and home fashion, and the arts. Usually the paper is divided into sections for
each of those major groupings (labeled A, B, C, and so on, with pagination prefixes
yielding page numbers A1-A20, B1-B20, C1-C20, and so on). Most traditional papers
also feature an editorial page containing editorials written by an editor (or by the
paper's editorial board) and expressing an opinion on a public issue, opinion articles
called "op-eds" written by guest writers (which are typically in the same section as the
editorial), and columns that express the personal opinions of columnists, usually
offering analysis and synthesis that attempts to translate the raw data of the news into
information telling the reader "what it all means" and persuading them to concur.
Papers also include articles which have no byline; these articles are written by staff
writers. A wide variety of material has been published in newspapers. Besides the
aforementioned news, information and opinions, they include weather forecasts;
criticism and reviews of the arts (including literature, film, television, theater, fine
arts, and architecture) and of local services such as restaurants; obituaries, birth
notices and graduation announcements; entertainment features such as crosswords,
horoscopes, editorial cartoons, gag cartoons, and comic strips; advice columns, food,
and other columns; and radio and television listings (program schedules). As of 2017,
newspapers may also provide information about new movies and TV shows available
on streaming video services like Netflix. Newspapers have classified ad sections
where people and businesses can buy small advertisements to sell goods or services;
as of 2013, the huge increase in Internet websites for selling goods, such
as Craigslist and eBay has led to significantly less classified ad sales for newspapers.

RADIO
Guglielmo Marconi of Italy invented a way to transmit sound without using wires. By
1901, Marconi succeeded in creating a wireless communication link between Europe
and North America. In 1906, Lee Forest with John Fleming perfected the ‘audio’ or
the vacuum tube, which made clear transmission of voice and music possible. These
developments paved the way for the first ever broadcast that took place on Christmas

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Eve, in 1906 in USA. Later it took ten years of hard work to perfect the radio. Radio
established its place very fast in the minds of listeners. Heavy doses of infotainment
including music, drama, talk shows, etc. supplemented with news made radio popular
overnight. Soon radio industry developed wide spreading networks and by the 1930’s
radio became prime mass medium. Radio broadcasting was introduced in India by
amateur radio clubs in Calcutta, Bombay, Madras and Lahore, though even before the
clubs launched their ventures, several experimental broadcasts were conducted in
Bombay.

RADIO PROGRAMMES MAY BE CLASSIFIED INTO TWO

BROAD GROUPS
1. SPOKEN WORD PROGRAMMES, which include news bulletins, talks,
discussions, interviews, educational programs for schools and colleges,
specific audience programs directed at women, children, rural and urban
listeners, drama, radio features and documentaries.
2. MUSIC PROGRAMMES, which include disc jockey programs, musical
performances of all types and variety programs.

STRENGTH OF THE RADIO

1. Radio reaches messages to illiterates, neo-literates and highly educated
receivers simultaneously.
2. It is a fairly affordable to be owed by everyone.
3. The want of visual effect is compensated by sound effects, both natural and
mechanical and so live effect is moderately high. The quality of voice and
sound makes the communication fairly enjoyable.
4. Musical sound effect enlivens the communication and often breaks monotony.
5. It has the capacity to deliver instantaneous messages.
6. Radio does not require captivity. Listeners can receive messages even when
they are working. Farmer may listen to farm programs while working in fields,
a busy executive may listen to news bulletin even while driving or a housewife
may listen to her favorite programme even while working in the kitchen.
7. Radio does not require power line for operation and so people in remote
villages devoid of power lines can also receive messages from this medium.
8. Once a transistor radio is purchased, messages flow constantly and no cost is
involved for reception of messages.

WEAKNESS OF THE RADIO

1. Communication through radio lacks visual component and so does not
demonstrate but suggests.

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 2. Spoken messages are subject to interpretation of listeners according to their
imagination, experience and predisposition; hence possibility of
misinterpretation is very high.
3. Listeners need lot of imagination and therefore understanding of message
depends largely on the characteristics of the receivers.

ROLE OF MEDIA IN SOCIAL AWARENESSS

 Media is the most powerful tool of communication.

 The word global village has been given to the world just because of media.
 Media is very integral part of our lives therefore they generate popular interest
and debate about any social problem.

NEWS & CURRENT AFFAIRS

The media cover all aspects of our interest like weather, politics, war, health, finance,
science, fashion, music, etc. One of major duties of media today is to inform the
people about the latest happening around them and the world. As when the terrorist
attacks takes place the role of media become very important, because it pass the
message to rest of world.

NEWS
News is a report of a current event. It is information about something that has just
happened or will happen soon. News is a report about recent happenings in a
newspaper, television, radio or internet. News is something that is not known earlier.
From all these, we can safely define news as a development that has happened in the
past 24 hours which was not known outside and which is of wide interest to the
people and that which generates curiosity among listeners.

Let us consider a few examples.

You have heard a news broadcast on the radio .Twenty people died in a train accident.
You don’t consider it as news concerning you. Lots of accidents happen in various
places every day. But after some time you hear that passengers in the compartment
which met with the accident are from your village. Now you become more alert. The
news becomes important for you. You are anxious to know the condition of
passengers. Are they safe? Is anyone hurt or hospitalized?

MAGAZINES
Magazines deal with socio-cultural and political issues more deeply than daily
newspapers. They have a special feel and mission and exhibit even an overall special
tone. The magazines are generally read more attentively during leisure time. Its

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language and style of presentation is quite different from newspapers. The variety and
richness of the content, its social focus and visionary perspectives are more valued by
the readers. The success of a magazine is based on intelligent observation,
imagination and consistency in articulating the views on all matters of public life.

POLITICAL AWARENESS
The media informs all details of all major political situations, decisions and scenarios.
Hence people can better understand their rights and make better decisions. Media is
the base of the political system. If it plays its role honestly, it will be a great force in
building the nation. It plays a great role in bringing common man close to their
leaders.

 In order to provide a qualified conceptual framework of political awareness

[PA], the concept itself calls for a definition. According to Zaller, PA is
understood as ‘‘the extent to which an individual pays attention to politics and
understands what he or she has encountered’’ (1992, 21). Here, political
awareness denotes intellectual or cognitive engagement with public affairs as
standing more or less against emotional or affective engagement, or no
engagement at all.
 Quite a few scholars builds on Zallers definition, but one of them is Paul
Goren, who states that political awareness denoted intellectual or cognitive
engagement with public affairs, as an 4 involvement that is indicated by
factual information about government that has gotten into people’s
minds”(Goren 2012, 509) Political awareness, defined as knowledge about
political events, campaigns, parties, elections, and salient issues, is the
simplest measure of political sophistication (Berinsky 2006; Converse 2000).
It also indicates the propensity to participate politically, because without
political awareness, effective civic participation is unlikely to occur in the first
place (Galston 2004; (Abdo-Katsipis 2017). Lange (2005 and 2006) discusses
‘Politik Bevusstsein’, i.e. PA, as alertness, openness, having a vision, ability or
being factual, critical, transparent and ‘Vernünftigkeit’, i.e. reasonable.
Abilities to cognitively orient in politics and social affairs (society), but also
‘Partizipationsbereitschaft’, willingness to participate, is important. This
approach to PA is normatively considered as being a ‘correct’ understanding
of PA.
 Lange goes on to develop PA as a concept within subject didactics of politics.
Building on Giesecke (1973) and Grammes (1998) they characterize PA as the
totality of imaginations that humans have of the political world including the
political processes, and as such includes the concept of political preparedness
(Bereits Begrif) (see Lange 2006, 35). This should be understood as a mental
model of subjective meanings, concepts and modes of reasoning (Denk-
Figuren) like for example the use of hermeneutics and theories of politics.
(ibid35). Political awareness may find some commonality among individuals

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 that are part of a group, and as such contribute to a political culture within a
group. In this depiction of PA, it provides meaning and focuses matters of
importance ‘back’ to the individual. Lange (2006) uses a ‘mental model’ as a
concept for perception, selection and understanding of the political world.
 Such mental models, rooted in cognitive psychology, may serve as an inner
map for a more fully fledged orientation and understanding of the political
field, as well as a basis for young people’s political action like voting or other
forms of participation (Lange 2006). Humans themselves may not be
explicitly aware that they in fact develop a mental model. Here we build on
the assumption that humans have a drive for understanding and relating to
their social and political environment as part of their self-determination Deci
& Ryan, (2000). In this process, they need to decompose and give meaning to
social and political events and through this need.
 5 Following Lange (2005 & 2006), PA (Politik Bewusstsein) has relevance
beyond ‘public opinion’ research. It should be seen as a mental model
constantly changing according to information. The model plays a role in any
processing of political information whether it is about taking the decision to
pay attention to information, to understand the information or decide to take
some form of action. Such a mental model is to be seen as a personal
combination of factual information, and criteria for attention, strategies for
understanding and the processing of information. Being a personally held
model, it may be different from realities (like any model), but we argue that
the model might, be an effective tool for an understanding of personal decision
making on what to do in a certain context, at a particular time.
 The combines political facts, values, attitudes, heuristics and emotions and
may therefore be used as a tool for thinking and taking action in political
stances (Lange 2005). Similarly, Lange points out that we may speak of
awareness of other similar concepts like ‘democracy awareness’ or
‘Demokratibewusstsein’ and this is closely affiliated with political awareness
(Lange, 2005). As regards political awareness, in relation to other forms of
awareness, it may be understood as patterns of thought, which in turn are
reductions of the political and systemic complexity, complexity that in the
Scandinavian context stands out as democracy. Politics may be understood
either in a narrow sense as institutionalized formal politics or more
comprehensively in terms of everyday informal political discussions, action
taking and events. Democratic awareness has its focus on politics which may
affect a democratic, versus an authoritarian tradition and may be significant as
current politics often touches upon democratic versus authoritarian aspects of
procedures and decisions in our political system.
 Democratic awareness denotes a community of citizens who are socially
aware and have a certain trust in the political system. A democratic, competent
citizen is thus someone who participates in democratic processes, in order to
take part in the transformation of individual wishes into collective wills. May
this process be related to either explicitly democratic systems or authoritarian

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 ones; the democratic awareness addresses, in this perspective, an awareness
that is particularly and typically preoccupied with procedures and decisions,
rather than any substantial notion or labelling of the system itself.

EDUCATION
The power of media is so extensive and huge, it can be used to educate people with
very little cost. Imagine a classroom in every city with thousands of students being
taught by just one teacher. But unfortunately, because of money - making approach of
media and lack of interest by government, very less work is done in spreading the
education.

The term ‘education’ is a very common and a popular word that is uttered by many of
us but understood by a very few in its right perspective. It is in one way or the other
appears to be as old as the human race, though during the course of time, its meaning
and objectives have inevitably undergone certain changes. As a student of education
course, and, as a future teacher, it is essential for you to understand the meaning of
education, its conceptual features and different perspectives that have shaped its
meaning from time to time. Understanding the concept of education and its dynamic
features will help you to develop insights about the purpose of becoming a teacher
and help you while educating your students. This chapter analyzes different
perspectives and views of Indian and western thinkers on education. The
contemporary meaning of education is discussed here from analytical viewpoints.
Education as a natural and a social process and also education as an intentional
activity are discussed with suitable illustrations. The different processes of education
and understanding the role and the need of institutions in educating the individuals are
also examined by drawing relevance to school context.

PUBLIC ANNOUNCEMENTS
Arrival or departure of flights and trains, etc. In some cases, it is legally binding to publish
notices in newspaper like tenders, change of property ownership, etc. Various authorities
and agencies utilize the power of media to spread informative messages to public.

ADVERTISEMENT
Almost all business concerns use the power of media to sell their products. They
advertise in media for the enhancement of business purposes. Huge amounts of
money are invested in media for marketing of a product. The more attractive the
advertisement, the more people will follow it.

1. American Marketing Association has defined advertising as “any paid form of

nonpersonal presentation of ideas, goods and services by an identified
sponsor”.

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 2. According to Webster, “Advertising is to give public notice or to announce
publicity”.
3. According to Gardner, “Advertising is the means of mass selling that has
grown up parallel with and has been made necessary to mass production”.

ENTERTAINMENT
The original idea behind the creation of various ‘media means’ was to entertain
masses. Radio, TV, cinemas and magazines spend most of their resources targeting on
entertaining items and programs. Because of the growing population and developing
lifestyle, the demand for more entertainment is increasing.

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CONCLUSION

Social media platforms are ubiquitous nowadays, and have connected us in ways, ten
years ago, we could never have imagined. We share information and updates
instantaneously with the networks of connections we’ve built, and are subsequently
flooded with updates from those same networks. While sharing information in this
manner is advantageous for many reasons, it brings many risks along with it.

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