Subject Communication Studies

Paper No and Title Society and Media

Module No and Title Module 1.2 : Understanding Media
Module Tag U1M2

COURSE CO- COURSE TECHNICAL

CO-ORDINATOR CO-ORDINATOR CO-ORDINATOR

Dr.DurgeshTripathi - Dr. OP Dewal

Assistant Professor, Director, SOJNMS,
USMC, GGSIPU, IGNOU, New Delhi.
New Delhi
CONTENT WRITER REVIEWER

(Author) Prof. K.G. Suresh

Dr.Durgesh Tripathi
Assistant Professor,
University School of Mass
Communication, Guru
Gobind Singh Indraprastha
University, New Delhi
Former DG,
Indian Institute of Mass
Communication (IIMC),
New Delhi

(Co-Author)
Ms. Priyanka Sachdeva
Research Scholar
University School of Mass
Communication, Guru
Gobind Singh Indraprastha
University, New Delhi

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

Communication Studies Paper: Society and Media

Module 2: Understanding Media
1
 TABLE OF CONTENTS
1. Learning Outcome

2. Introduction

3. What is Communication Media?

4. Traditional Folk Media

5. What is Mass Media

6. Why Media is Important?

7. Medium is the message

8. Media and Society

9. Conclusion

1. LEARNING OUTCOME

The learner, after going through this module, will have a conceptual clarity over:

 The Concept of Media

 Different forms of media

 Media as a mode of Communication

 The relevance of the Media in society

 Media as a socialization tool

2. INTRODUCTION

The paper “Society and Media” is an interdisciplinary approach for understanding the two-
way nature of engagement between society and media where these two social institutions
have played a critical role in shaping each other over a period of time.

The 2nd module of the 1st unit introduces the learner to the basic and important terms which
are relevant to understand media, different forms of media and how media evolved has
helped in transforming society.

History depicts hundreds of years ago people used folklore and dramatization of folk stories
to showcase the culture and to connect with the outside world. It helped to promote

Communication Studies Paper: Society and Media

Module 2: Understanding Media
2
 communication and dialogue at grassroot level. Media acted as an effective tool to connect to
a broader set of audience.

With the progress of time and evolution of humans, media branched out in new forms such as
print media, electronic media, new media and the trending social media. While print media
still remain the grass root form of media, electronic media in the semblance of radio and
television along with new media has carved out its own space.

The advent of social media over the past decade or two has downright changed the way
media is now understood and read about. Social media platforms such as facebook connect
more than a billion people at any given point in day and time wherein tons and tons of
information is shared and accepted. Twitter is another social media website wherein
expressing views whether political, social or any other is the core of social media

3. WHAT IS COMMUNICATION MEDIA?

Communication Media mainly divides into Verbal and Non Verbal Media

Commun
ication

Verbal Non-
Verbal

Oral Written Facial Gestures Body Proximit Personal Silence

Expressi Languag y Appeara

1) Verbal communication: Verbal Communication is the exchange of messages or data

either in oral words or written words. Verbal communication is further divided into
two subcategories.

a) Oral communication: It is the communication process through oral words. It

means the exchange of information and messages through word of mouth like
speaking and listening.

b) Written communication: In this form of communication, the messages and

information are exchanged through a written form between the sender and
receiver like writing and reading.

2) Nonverbal communication: Non-verbal communication involves the exchange of

information or messages between sender and receiver through facial expression,
gestures, body language, proximity, touch, paralanguage and eye contact.

4) TRADITIONAL FOLK MEDIA

Traditional folk media is a means of communication which existed before the advent of mass
media. In ancient times people used to engage themselves in folk songs, dances, art and craft
and other rituals to promote their traditions and customs. It is a channel of community

Communication Studies Paper: Society and Media

Module 2: Understanding Media
3
 communication giving a personal form of entertainment. This type and use of media is deep-
rooted within various communities It is based upon facts of human life showcasing the
customs, beliefs, art and heritage. Folk Media use was primarily aimed to spread community
rituals and their social views in the form of folksongs, folk art and folk stories. It serves the
channel of ultimate reality. Various organizations both from public and private platform used
the traditional folk media by way of songs, stories, dances, puppetry to spread and share
knowledge far and wide.

5) WHAT IS MASS MEDIA?

Traditional
Media

Broadcast Print Media

Media

Television Newspapers

Radio Magazines

Music Books

Movies Signs

Billboards

New
Media

Web Email Podcasts Smart Streami Blogs Wiki Ebooks Social

Sites Phones ng Network

Mass Media can be defined as communication channels or tools through which information,
education, entertainment and promotional data are transmitted. Newspaper, magazines,
television, e-mail, internet and radio are broadly categorized as means of mass media. It can
be broadly divided into two categories:

1) Traditional Mass Media

2) New Mass Media

Communication Studies Paper: Society and Media

Module 2: Understanding Media
4
 1) Traditional Mass Media

Traditional media is further divided into two distinct forms: Print Media and Broadcast
Media

Print media is known to be the oldest medium of mass communication. It includes

newspapers, magazines, books, journals and billboards. The basic understanding is of any
medium is crucial to study mass communication. Print media has contributed to a large extent
in disseminating information and transfer of knowledge. In spite of many challenges, print
media has held on to its significance despite the onslaught of electronic media. This medium
of media still holds an edge on the minds of its readers with extensive coverage and analysis

The essence of India lies within the rural areas whereby broadcast media has acted as a
stronger tool for communication and has vastly contributed within the promotion of
agriculture and alternatively varied developmental campaigns like education, self-awareness,
cleanliness and moral well being in the far-flung rural areas. Radio and television are the
foremost effective tools in communication in support of development. Radio in its true
essence has tapped in the wavelength of the remotest areas of rural India, over the years
varied programs within the field of farming, health and family planning, nation constructing
activities have touched the chord of Indians all over the country. The Krishi Darshan channel
is one classic example as to how broadcast communication has bought the farmers and
agriculture experts on a common platform wherein in-depth knowledge is shared in order to
do farming more effectively and bringing the cost down simultaneously. The rise of
community radio was propelled by the requirements of rural population and acted as a
medium to share knowledge and a platform for the government to decide and chalk out plans
for framing rules for the betterment of the community

With the inception of television in 1959 in India, broadcast media went to a whole new level,
wherein restriction to hearing audio was soon going to be thing of the past. The audio-video
interface took the world by storm. The ministry of I & B in a joint venture with UNESCO
introduced the first televised educational program to support both educators and students in
various streams. During the late 1970’s television in India leapfrogged with the launch of a
satellite to broadcast quality educational information to a wider television audience. With a
successful experiment in educational outreach, the government introduced a dedicated
educational channel by the name of Gyandarshan covering various aspects and branches of
education right from primary to the university level. For a majority of the time since its
initiation television was used as means of communication for development in the rural area
undermining its true potential, with various landmark initiatives by the government television
was evolving towards other important aspects of development such as social development,
family planning, social justice and nutrition.

2) New Mass Media

New media is also called Digital Media which means digitalization of media content which
can flow through the internet, computer and other electronic devices. This includes web sites,
apps, email, podcasts, smartphones, streaming music and video, blogs, ebooks and social

Communication Studies Paper: Society and Media

Module 2: Understanding Media
5
 networks. The increase in the use of digital media in daily lives is changing the ways in
which people communicate and grasp information, the impact is extremely useful for both
individuals and society in the democratization of knowledge. The introduction of e-mail in
the 1990s showcased transmission of message globally through the internet opened the
Pandora Box of what we call today the digital media. Suddenly information which seemed
farfetched was within the grasp of the public at large to share. The www or the World Wide
Web or what we simply call the internet was destined to reshape and reconfigure the world of
knowledge bringing terabytes of information within a smartphone, whether it is news, videos
or listening to music or blogging information is available 24 X 7 and 365 days a year. From
large floppy discs to CD- ROM's to USB pen drives the bandwidth of information is getting
broader while the storage is getting condensed and compact, smartphone these days carry
gigabytes of data which can be accessed from anywhere and anytime.

To summarize, all forms of media are important in everyone’s life in the contemporary world
but all media are not created equal. Some types of mass communication are suited for
entertainment; others create an additional sense for spreading information. In print medium
books are sturdy and contain a lot of information but are expensive and slow. In preference to
newspapers, they hold the advantage of being a cheaper and easier way of daily dose of news.
Television provides additional visual information as compared to radio as it provides
dynamic than a static written page. Television shows live happenings countrywide audience
but it’s a one way medium with negligible feedback and allows less or no direct person to
person interaction. In contrast, online medium encourages participation and permits everyone
who desires to have a voice. However, the internet is unrestricted where users may have to
struggle between absurd comments and less informed opinions on issues.

6) WHY MEDIA IS IMPORTANT?

The ubiquitous presence of media in our lives makes it important to study the significance of
media.

1) Reaches a wider audience

Organizations, companies and community groups take the help of media for gaining
attention, positive response and constant coverage for the activities they do. It helps in having
a multiplier effect on the recognition of the work and getting support for the organization. It
results in a wider impact and reach.

2) Target focused groups

The media is varied to the point that a local gathering or association can nearly target any
division – and through them, any segment of people in general – by looking closely at where
it is coordinating its media center. For instance – a little, privately based local gathering
would likely to target on its readers in nearby daily papers, radio and (if necessary) TV. A
greater occasion or greater network association could target on a larger audience – mainly

Communication Studies Paper: Society and Media

Module 2: Understanding Media
6
 daily newspapers and commercial radio and TV. And after that there's the Internet, which is
emerging as a part of the media.

3) Educates people

Media helps in educating people on various issues of local level and national importance.
People get informed about health matters, environment conservation, schools and universities
updates, farming related issues and many more.

4) Cost Saving

Reaching far and wider audience involves a lot of cost and expense, media helps in reaching
people at different locations at a particular time becomes easier and less expensive. With the
advent of new media advertising and reaching far and wide has become more convenient
without any barriers.

5) Serve as a Public forum

Media serves as a common marketplace for conversations and discussion of the essential and
crucial problems. In newspapers or alternative periodicals, letters to the editors permit readers
to voice their opinion on the problems of the day. The web medium is fundamentally a
democratic medium that enables flexibility to everyone to precise their opinions through
blogs, podcasts, and tweets. Similarly, media is also used to monitor government, business
and institutions. Bob Woodward and Carl Bernstein reporters from the newspaper
Washington post unearthed the Watergate scandal in the 1970’s which resulted in the
resignation of President Richard Nixon.

7) MEDIUM IS THE MESSAGE

Marshall Mc Luhan conceived this notion in his book “Understanding Media”. This phrase
means that medium installs itself the message to be transmitted and makes relationship by
which medium impacts how the message is perceived.

McLuhan endorses that the medium holds the center stage rather than the matter it carries and
should be the centerpiece of study. He said that a medium influences the general public in
which it assumes a job not just by the substance conveyed over the medium, yet additionally
by the qualities of the medium itself.

Concerning the title, McLuhan expressed "The title "The Medium Is the Massage" is a
secret—a method for getting consideration. Thus it attracts thoughtfulness regarding the way
that a medium isn't something unbiased—it accomplishes something to individuals

8) MEDIA AND SOCIETY

Media is a critical part of our society. In past times media was used for controlling people
and their opinions. In medieval times when there was no medium for information like
newspapers or television, people used to read literature as a source of information, like stories
of great kings and their empire, books like IIiad used to give them a lot of information.

Communication Studies Paper: Society and Media

Module 2: Understanding Media
7
 In this 21st century media has become part and parcel of everyone’s life as we use media to
combine all sources of information, entertainment and infotainment. An average man spends
four hours in a day with various forms of media like reading newspapers, watching
television, listening radio and most importantly engaging in new media. In the present time
information is just a click away from people because of the internet. The various forms of
media help society to be informed, educated and entertained.

Print media spreads information through its mediums like newspaper, magazines, books and
pamphlets. Radio is an audio medium and reaches every nook and corner of the country
which creates a platform of imagination. Radio being an audio and cheap medium not only
reaches urban areas but also penetrates into the rural areas of our country. Remote areas of
the country are getting benefitted with this medium.

Television is the second widely used medium for information and entertainment. The audio-
visual medium helps in better understanding and penetration. Television was introduced for
the education purpose but gradually it turned into entertainment and information purpose for
the masses. In the present scenario television with its different program formats such as
soaps, reality shows, news, religious programmes has become a significant part of people's
lives.

Social media has gained a lot of popularity in today’s time. The medium holds importance
because it has made all people connected at one platform from all over the world. Through
this medium people can share feelings, their emotions, information and also talk to each
other. The social networking sites include Facebook. Twitter, Instagram, LinkedIn and
WhatsApp which has made the world closer and connected to each other. The most
significant characteristic of social media is that the user can also share information and get
the comments and views related to it. This makes the medium faster with updated
information. It has numerous features like video streaming, sharing of pictures, posting
comments on the views and issues discussed, showing their emotions by emoticons, tagging
and searching friends.

Media is the mirror of society conveying the voice of people to the country. It is possible
only through media that people can raise their voice against any crime and corruption. The
local people of the country have now become citizen journalist where they report the
happenings occurring in nearby places and society. This helps people of our country to be
informed and educated. Media also plays an important role in safeguarding our democracy.
Media keeps the citizens updated on the current events and to promote dialogue among
people.

9) CONCLUSION

Mass media in the present scenario is a powerful force to reckon with, it helps to create and
connect between people and hence be called as a tool for socialization. Every zone in human
life is connected and influenced by the power of mass media and because people spent a lot
of time on mass media they are mentally shaped with their readings and watching habits. The

Communication Studies Paper: Society and Media

Module 2: Understanding Media
8
 role of mass media has been constantly evolving with the modernization of the world; it has
influenced our lives in such a way that most of the time is spent on various forms of mass
media. It is the intoxication of mass media which impact our beliefs and social norms. The
number of people who depend on what they watch, listen or read is increasing due to modern
advancements. While more time is given to mass media, entertainment forms a chunk of it.
Over the years the advancement of mass media has led to break in patriarchal thinking and
irrelevant traditional practices but on the other hand overexposure to mass media has led to
the sociological and psychological impact on the people at large.

******

References

• Bagchi, J. Narula,M. Sengupta,S. 2010: How to internet changing the way you think?
Retrieved from https://www.edge.org/about-edgeorg\

• Barnett, E. (2010, Oct 2). Facebook: The gateway onto the internet? The Telegraph.
Retrieved from http://www.telegraph.co.uk/technology/facebook/8037491/Facebook-the-
gateway-onto-the-internet.html

• Chapman, C. (2009, Oct 7). The history and evolution of social media. Web-designer
Depot. Retrieved from http://www.webdesignerdepot.com/2009/10/the-history-and-
evolution-of-social-media/

• Carter, J. (2011, May 23). Economics of social media. Points and Figures: An Irreverent
Look at Economics, Finance, Trading and Politics. Retrieved from
http://pointsandfigures.com/2011/05/23/economics-of-social-media/

• Chatrooms and Social websites Encourage Bad Spelling. (2010, Nov 22). Retrieved from
www.guardian.com. http://www.theguardian.com/technology/2010/nov/22/internet-
encourages-bad- spelling-children

• Connell, M. (2009, June 9). How the web changed the economics of news - In all media.
[Online Journalism Blog]. Retrieved from
http://www.mikeconnell.ca/2009_06_01_archive.html

• Couros, G. (2011, March 24). Why social media can and is changing education: The
principal of change – stories of learning and leading.

• Dunn, J. (2011, July 11). Ten best and worst ways social media impacts education.

• eMarketers. (2009, March 19). Everybody loves social networking except some
advertisers. Retrieved from http://www.emarketer.com/Article/Everybody-Loves-Social-
Networking-Except-Some- Advertisers/1006974

Communication Studies Paper: Society and Media

Module 2: Understanding Media
9
 • eMarketers. (2013, Aug 22). US total media ad spend inches up, pushed by digital.
Retrieved from http://www.emarketer.com/Article/US-Total-Media-Ad-Spend-Inches-
Up-Pushed-by-Digital/1010154

• Fischer, K. (2009, March 24). Exploring the economic impact of social media.

• Gaffney, J. (2009, March 19). Research findings split on economic impact for social
media.

• Hunter, A. (2008). The benefits of Twitter – Personal, professional and business.

Retrieved March 10,
2010.

• Kumar,K. (2013). Mass Communication in India. Jaico Publishing. India.

• Meyer, D. Evolution of Social Media: Learn how it has Evolved and Gained too much
Popularity. Retrieved from http://www.webgranth.com/evolution-of-social-media-learn-
how-it-has-evolved-and- gained-too-much-popularity

• Matadeen, D. (2009). Early click earn grow concept in 2009. Generation Y: The right
way to use social networking for online sport bookmarkers & other gaming operators
closely looking at the fantasy sports model & correct platform. Retrieved from
http://www.slideshare.net/ClickEarnGrow/click-earn-grow- 2009-concept-origin-by-
darren-matadeen-bet-markets-asia-2009-talk

• Nathan, A. (2011, June 4). How social media saved the economy.

• Neil, S. (2012, February 8). The much anticipated Facebook IPO comes into execution.
[Ncrypted Technologies Blog]. Retrieved from http://ncrypted.com/blog/the-much-
anticipated-facebook-ipo-comes-
into-execution/

• Odell, P. (2009, March 19). Social media spending to increase, but remains miniscule.

• Presidio, M. P. A. (2011, May 23). New media helps tourist economies rebound.

• Report. (2012, Feb 10). Facebook has an overall economic impact of €2.6 billion in the
UK. Retrieved from www.theecommercepro.com.

• Ritu,A. Know your folks: Traditional folk media in India. Youth ki awaaz. Retrieved
from https://www.youthkiawaaz.com/2010/11/know-your-folks-traditional-folk-media-in-
india/

Communication Studies Paper: Society and Media

Module 2: Understanding Media
10
 • Rosenberg, A. (2013, Feb 11). Mobile UC and social media. Unified Communications
Strategies. Retrieved
from http://www.ucstrategies.com/unified-communications-strategies-views/mobile-uc-
and-social- media.aspx

• Social networking in schools: Educators debate the merits of technology in classrooms.

(2011, Feb 11). Retrieved from www.huffingtonpost.com.

• Wilhelm, A. (2011, Jan 5). How technology has changed education.

• Yusuf,N. Banawi, N. Rahman, H. (2014) The Social media as echo Chamber: Digital
Impact. Journal of Business and Economics Research. Vol.2, I

Communication Studies Paper: Society and Media

Module 2: Understanding Media
11