Media and Communication Skills 55

Pol.
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MEDIA AND COMMUNICATION
SKILLS
B.A. Pol. Hons. Semester 3rd
Important Questions
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Table of Contents
Unit-1 Mass Communication: An Introduction
Unit-2 Understanding Advertisement
Unit-3 Cyber Media and Social Media
Unit-4 Writing for the Media
Unit-5 Some Significant Issues of Mass

Communication
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Media and Communication Skills (DU. SOL)
Question: Define Mass Communication. What are the various functions of mass
Communication?
Or
Mass Communication is both a boon and a bane of the contemporary world. Discuss in the
light of the plethora of news and information on the one hand, and the scourge of fake news
on the other.
Answer: INTRODUCTION
Mass communication is “the process by which a person, group of people, or large organization
creates a message and transmits it through some type of medium to a large, anonymous,
heterogeneous audience. This implies that the audience of mass communication is mostly
made up of different cultures, behavior and belief systems.
 OBJECTIVE
 To learn about the mass communication process.
 To discuss features of mass communication
 To learn about the mass communication – Classification
 The functions of mass communication and mass media
 STRUCTURE
 Mass Communication
 Feature of Mass Communication
 Process of Mass Communication
 Characteristics of Mass Communication

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 Mass Communication as a Source of Information
 Functions of Mass Communication
 Functions of Mass Media
 Summary
 Questions for Discussion
 FUNCTIONS OF MASS COMMUNICATION
The content of mass communication seem diverse in nature to audience as they expose
themselves to thousands of media stimuli throughout the day and round the clock. News,
reviews, commentaries, advertisements, etc can saturate the audience. Thus, the audience
members select the messages according to their needs. The major functions of mass
communication are that it informs, enriches, educates and entertains.
 Mass communication has the following basic functions:

 To inform
 To educate
 To entertain and
 To persuade
Additionally it also helps in transmission of culture.
 Informative function: Dissemination of information is the primary function of the news

media. Newspapers, radio and TV provide us news from around the world and keep us
informed. Describing the events, news media have come to include human interest, analysis
and factorized treatment to news. Journalists are not just ‘reporters’ now. They have
become news analysis analysts who discuss the implications of important news stories. Also
more ‘soft stories’ are filed these days. In addition to dissemination of information news
media provided us information and also helps understand the news events, ideas, policy
changes, etc.

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 Entertaining function: The most common function of mass communication is

entertainment. Radio, television and films are basically entertainment media. Even
newspapers provide entertainment through comics, cartoons, features, cross word puzzles
etc. Entertainment through radio consists of mainly music and also drama, talk shows,
comedy etc. Television has become primarily an entertainment medium. Even highly
specialized channels like news, nature and wildlife channels also have a lot of humorous and
comic content. Among all media, films are perhaps the only medium concentrating or
entertainment.
 Persuasive Function: Most of the mass media are used as vehicles of promotion and
persuasion. Goods, services, 51 ideas, persons, places, events – the range of things that are
advertised through mass media is endless. Different media have different features and
reach. Advertisers and advertising agencies analyze these features and depending upon the
nature of the message and the target audience, choose where and how the message should
be placed.
 Transmission of culture: Any communication leaves a direct or indirect impact on an

individual. It becomes part of one’s experience, knowledge and accumulated learning.
Through individuals, communication becomes part of the collective experience of groups,
audiences of all kinds and finally the masses. Mass communication plays an important role
in the transmission of culture from one generation to another.
 Development and Media: Media has a great role to play in the development of a nation. As
suggested earlier Media is the fourth pillar of a democratic country. Apart from the political
function, media can perform a great role in letting people know about the governmental
and non-governmental policies and regulations for the development of the nation.
Moreover, Media because of its coverage to places where the bureaucratic eyes cannot
reach can cover those people who need assistance – for example, there can be a group of
people who need special assistance from government because of a particular reason, the

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media through its different means can make the government aware of the needs of that
community. Moreover, media can be helpful to voice the grievances of the people as well as
be a significant critic of the government policies.
 Entertaining function: One of the prime functions of media is to entertain – remember that
if things are not entertaining then often people will have less interest in them. For example,
Newspapers are about news; but they also publish, cartoons, comics, puzzles, entertaining
news, gossips, weekend supplements on special topics, etc. for the entertainment of the
people. Think about an Advertisement whose primary role is to inform us about the product
or a service; but if the advertisement merely gives information no one is going to see
advertisement. You will swap your channel in TV in an ad is boring. Therefore, a piece in
mass media first needs to be entertaining to grab the attention of the people and within
that entertainment; it could try to be informative and educative. Movies need to be
entertaining before it needs to be educative because no one goes to a theatre hall to learn –
with entertainment if learning or information comes to the audience then it is secondary.
Conclusion
Mass communication involves communication with the mass audience and hence the name
mass communication. Defer & Dennis – "Mass Communication is a process in which
professional communicators use media to disseminate messages widely, rapidly and
continuously to arouse intended meanings in Large and diverse audiences in attempts to
influence them in a variety of ways.

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Question: What are the different kinds of Mass Communication devices? On the basis of that
what ways can Mass Communication be classified?
Answer:
 Types of Mass Communication
Mass Communication has always been a popular field amongst all. Since ancient times, it has
its own identity and has been used for the primary form of verbal and non-verbal
communication but with developing time, it got transform as a global platform of
communication where people can freely expressing their ideas and opinions.
The new technology and innovation has boost up the media industry and explored distinct
opportunities in the field. It also transformed the meaning of mass communication.
 Print media – Print media is the most conventional form of Mass Communication. It
consists of a platform that mainly uses written communication like newspapers, magazines,
journals, publications, books, novels, and comics. Print media is recommended since ancient
times. In today’s digital age, somewhere print media has lost its identity as newspapers are
going online and providing information to the people at their screens.
 Electronic media – Electronic media refers to the use of electronic devices like radio,
television, smart phones to distribute news, entertainment, and information.
• Through radio, a message transfers in the form of electromagnetic signals to a large extent of
people over long distances. It is a traditional form of mass communication that was earlier used
for announcements, broadcasting music, and entertainment conversational programs. But in
the digital world, now radio channels are promoted as online channels and they only work on
the determined frequency.
•Television spreads messages in the form of audio-visual aspects of communication. With the
digital age, film industry and the T.V. industry is growing fast and career opportunities are also
increasing in it.

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 Advertising – Advertising method is used to promote products, services, social messages,

and commercial messages. Advertising includes two types of media such as outdoor media
and transit media.
• Outdoor media refers to the still advertisement which remains in one position, but it can be
seen by people roaming around there. For example, posters, banners, hoardings, etc.
• Transit advertisement is done by using transport vehicles like buses, rails, auto-rickshaw,
metros, etc. Companies post their product’s posters on them so that consumers can see it.
 Public Relations – When there are release and spread of information between an
organization and public, it is called Public relations. The public relations officer conveys the
message about the company and its product in the market. Public relations help to build
brand image, product image, and company image.
 Digital Media or New Media – Digital media or new media is the most trending source of
mass communication. It provides quick information to a large group of people with the help
of emails, websites, blogs, videos, social media, etc. It helps to get information in seconds.
The career in digital marketing and social media marketing is growing day by day.

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Question: Define the nature of Mass Communication.
Answer:
 Nature of Mass Communication:
The nature of communication is the exchange of information between two people. It is required
that there should be a sender and receiver for a communication to take place.
Types: The nature of mass communication can be divided into three types which are as follows:
 Micro and Macro - Mass Communication.

 Capitalistic and Socialistic Patterns of Mass Communication.
 Islamic Approach and Non-Islamic Approach of Mass Communication.
The following short description of each may give a better idea:
 Micro and Macro Mass Communication
When any individual interact with his higher officials, subordinates or colleagues in terms of
any message or information, it is called micro mass communication. Such communication
happens within the limited persons and within the organization e.g. production report placed to
the Chief Executive Officer.
Whereas when communication is intended towards general people, it is called macro mass
communication. Such communication happens to consider the external and large people
outside the organization. This is also called universal communication e.g. advertisement of any
product in radio or television.
 Capitalistic and Socialistic Patterns of Mass Communication
In capitalistic society, market pays the major role in the economy. People have freedom to
raise their voice and therefore there are free flows of news or information. There is no
restriction towards the media agencies and therefore they can independently perform their
functions or activities.

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But in socialistic economy, mass communication is subject to various limitations or regulations

imposed by the state. Information or news cannot freely move as state always has control over
them and state sometimes censors many information for its interest. People have little and
limited voice and therefore mass communication is always found to be problematic.
 Islamic Approach and Non-Islamic Approach of Mass Communication
Goods which are prohibited in Islam that cannot be advertised in the Muslim countries. For
example, Wine is forbidden in Islam. So any kinds of advertisement related to wine are totally
prohibited and goes against Islam.
But in Non-Islamic countries, there are no such restriction and therefore wine is widely
produced, advertisement and consumed there. Study with mass communication has lot of
benefits for an organization. The above nature of mass communication gives us ideas which
are helpful for solution of any problem.

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Question: Write short notes on -
 Print Media
Answer:
1. DAILY NEWSPAPERS
Daily newspapers are published on daily basis. It is an important source of mass communication
nowadays. Its main objective is to provide fresh information and reports of events happened in
a day. Daily newspapers also entertain public. In addition to news, it also includes reviews on
current affairs. Daily newspapers play an important role to mould public opinion.
2. PERIODICALS
Periodicals are printed after a specific duration of time. It can be divided into:
i. Monthly,
ii. Quarterly, and
iii. Half-yearly
Periodicals include matter of permanent interest. Usually they show literary mood of a nation.
International literary trends are also introduced in one’s own literature. Research thesis are
also published, e.g., Naqoosh, Fanoon-e-Auraq, Nairang-e-Khiyal, Swera etc.
3. DIGESTS
There are many worries in our lives. Everyone is tensed and depressed. Our magazines are
replaced their difficult literary material to light recreational literature. These digests are
published on pattern of famous American magazine “Reader’s Digest.” Most of these digests
are published imaginary stories of crime, sex and adventures. Digests fulfill the requirement of
people belonging to different mental levels. Many quality digests like Sayyara, Qaumi and Urdu
are also published to train and to guide people. We can say them the representative of quality
digest journalism.

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4. PROFESSIONAL MAGAZINES
People belonging to every profession want to point out their problems and to tell its progress
to everybody. They have launched their own magazines. These magazines have matter about
modern research, trends etc. These are printed in a limited number, e.g., magazines of
engineering, medical, textile mills, flour mills and hotel industry.
5. BOOKS
Books are the most important way to get education. When different ideas came to mind of
human beings, then they thought to preserve these ideas for coming generations. Man had
written these ideas on leaves, skin or bones of animals. Actually man wanted to share his
experiences with others. After struggle of a long time, paper has been prepared and printing
press was invented to make written work more secured.
Books had played an important role in civilization of human beings. Education reached to
everyone after printing of books. It is one of the oldest means of communication. It was existed
even before the invention of printing press.
6. POSTERS
Such advertisements, which are pasted on walls, are called posters. It has timely importance. Its
objective is to do propaganda in favor or against any matter. Another purpose is to inform
immediately about anything.

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 (b) Audio-visual Media
Answer: Audiovisual media (or simply audiovisual media) are those mass communication
mechanisms that transmit your messages through channels that involve not only the sense of
sight, as in traditional print media, but also that of hearing.
Media employ multimedia technology, which combines the visual virtues of the printed model
with the immediacy of the spoken radio, thus achieving a more complex format that mimics the
real presence in the order of the transmitted events. This is the case of television, cinema and
more recently the Internet.
This type of communication media is based on the joint transmission of images and sound in
an articulated way, that is, simultaneously and synchronously, to achieve a powerful reality
effect never seen before in the history of human communication.
This assembly work between the two registers (the visual and the auditory), which can point to
realistic naturalness, as in television news, or pursue special effects as in fiction cinema, is
called “assembly.”
The audiovisual media revolutionized human society in its gradual appearance during the
twentieth century, and currently constitute the main source of information transmitted daily or
contained in digital media such as DVDs or Web pages.
The combination of audio and voice in a mass communication medium took place for the first
time in the development of sound cinema, around 1920. This advance represented a renewal
of the filming and conception practices of cinema and then television, and They provided a
much richer and real-life experience to their performances, which until then looked more like
the theatrical.
The arrival, thus, of the new information technologies and especially of the Internet and the
different formats of digital video, meant an even more resounding change, in which these

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elements so similar to real life could be manipulated and intervened to generate amazing visual
and auditory effects, like the ones we enjoy today in fiction movies.
In addition, the popularity of virtual networks allowed the massive circulation of audiovisual
content, to the point that any user with a cell phone equipped with a camera can record events
audio visually and share them with the public, or even communicate with distant relatives in
real time, being able to see and hear them over huge distances
Types of Audio-visual Media

Before the 20th century, audio-visual media was not widely available to the public because
audio recording devices were bulky and audio broadcasts were difficult to create.
 Filmstrips: Filmstrips and audio recordings with audio were the original audio-visual media.
The first audio-visual recording was made in 1878 through a device called the phonoscope,
which could playback audio recordings from optical discs synchronized with a separate
viewing station.
 Microfilms: Microfilms are audio-visual media or audio-visual recordings. They are usually
found in the form of audio recorded on a film strip or videotape, but can also be audio from
radio broadcasts. There is no written text, only audio and visual information for the viewer
to experience the story being told.
 Slides: Slides were introduced in 1956. They were originally made of acetate and had to be
changed after each presentation. The first audio-visual media was slides, but today there
are many different audio-visual media.
 Tape Recording: Tape recording, CDs, DVDs, and Blu-ray discs are audio-visual media that
preserve audio and visual information in a way that can be reproduced later. Audio-visual
media is a type of media that captures audio and video information in one device.

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 (c) Traditional Mass Communication
Answer:
 Definition of Traditional Media
The non-electronic mediums which works as part of our culture and as vehicles of transmitting
tradition from one generation to another generation is called traditional media. Traditional
media comes in different forms and is known by different names in different regions of the
country. Traditional media are people's media. These forms represent the concurred people by
giving a glimpse of their style, speech, music, dance, dress, behavior, etc. Traditional tools of
communication are developed from the beliefs, customs, and rituals practiced by the people.
These are very old and deep-rooted. Traditional media thus represents a form of
communication employing vocal, verbal, musical and visual folk-art forms, transmitted to a
society or group of societies from one generation to another. They are indigenous modes and
have served the society as tools/medium of communication for ages.
 Different Forms of Traditional Media
Traditional media can be classified into different forms like:
Ramleela, nagada, different types of puppetry, patachitra Katha and various forms of
storytelling is different types of traditional media existing across our nation. Besides this,
nautanki, fairs and festivals, folk dances, traditional paintings, wall paintings, statues, sculptures
are the ways in which traditionally entertainment has been happening.
Use of Traditional Media in Communication
Traditional media have been in existence in India for long and have been used as a medium of
communication in rural areas. Traditional media has a crucial role to perform in the process of
socio-economic development in India. It helps in convincing and influencing people in a very
effective way. During the freedom struggles, the traditional media were too strong in
mobilizing people against the British.

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 Types of traditional media
Here are some common types of traditional media:
Newspapers and magazines
While subscription rates have significantly declined for print media over the last decade, these
outlets still provide advertising benefits for companies. Readers of these publications often
view them as extremely credible, and advertising there can help to build trust and legitimacy in
a brand. Although ads in print media can have a shorter exposure time with audiences, readers
generally are more engaged while consuming this type of media.
TV
Television and how it's consumed has changed drastically since the introduction of the internet.
Viewers can now watch TV in real time over broadcast channels, in a delayed manner with
DVRs or on different devices through video streaming. Most people still watch television in
their homes, where they're more likely to look up a brand or product if an advertisement
influences them to do so.
Radio
As one of the most cost-effective types of traditional media, radio can be an excellent way for
companies to reach a wide group of people. Consumers of radio may choose to listen to their
favorite stations at various points throughout their day, including while they're driving, working
or relaxing at home. Radio ads can increase listeners' awareness of a brand.
Billboards
Billboards can be a powerful advertising choice, particularly for companies interested in

advertising their services or products within a specific geographic location. The effectiveness of
billboard advertising depends largely on its location. A creative advertisement on a billboard in
a well-placed location can yield a desirable return on investment. Billboard advertising can also
expand a company's brand awareness because of the number of people who will drive by it.

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Question: What is an advertisement? What are the purposes of advertisement?
Answer: Definition
An advertisement is a paid promotional tool backed by an identified sponsor to call public

attention to an offering or a brand.
 This definition of advertisement can be divided into three parts
It’s a paid promotional tool: Advertisements are paid promotional messages communicated by
some mass communication media.
An identified sponsor backs it: Advertisements are backed by identified sponsors called
advertisers who pay to create advertising messages, buy media slots, and monitor advertising
efforts.
It aims to call public attention towards an offering or a brand: Advertisements are intended to
inform the target audience about a particular offering or a brand or influence them to do
certain tasks.
In simple terms, an advertisement is a paid communication message intended to inform people

about something or influence them to buy, try, or do something.
 Types of Advertisements
Advertisements can be categorized into five different types based on what advertising medium
a brand uses to communicate its message.
Print Advertisements
Print advertisement is a mass advertisement strategy that uses hard copy printed mediums like
newspapers, magazines, brochures, flyers, etc., to communicate the advertisement message to
the customers. It is one of the oldest advertisement types that majorly target and cater to a
literate audience.

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Broadcast Advertisements
Broadcast advertisements are mass marketing tools that use broadcast mediums like TV and
radio to spread the advertising message to a wider audience. These ads rely more on visual
communication and hence can target everyone with access to such mediums irrespective of
their literacy level.
Outdoor Advertisements
Outdoor advertisements or out-of-home advertisements are ads that reach customers out of
their homes. They use mediums like billboards, buses, taxis, or street elements. Outdoor
advertisements can be digital or traditional, but all of them are targeted to a geographically
oriented target audience.
Digital Advertisements
Digital advertisements are technology-powered advertisements that use online or digital paid
channels to communicate the marketing message to the target audience. Such ads appear
online or on digital channels like websites, search engines, social media platforms, mobile apps,
and other digital channels.
 Purposes of advertisement
Advertising has three main objectives: to inform, to persuade, and to remind. So, whenever you
are creating an advert for your brand, make sure it services these three purposes.
Informing
When you launch a new product or service, you have to make your target consumers aware of
it. This is where advertising comes in handy. Without advertising your products or services, you
will struggle to make meaningful sales because very few potential consumers will be aware of
them. You will be surprised at how far a simple, well-packaged advert can go.

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Persuading
For you to beat the competition, you have to convince your target customers that your product
or service is better than the rest. This is what a persuading advert does. Once you have
informed your target customers of your product or service, you must help them understand
why they need to choose you and not any other brand in the market.
Reminding
A successful advert must remind your customers of the benefits of your product or service,
which means it should simply reinforce your brand’s message to an already well-established
marketplace. The idea here is to maintain a top-of-mind awareness in your customer base and
protect it against competitors.
Summary
In summary, although different channels of advertisement are available to achieve these

purposes, your ability to choose and use the appropriate medium of advertisement will
determine the success of your campaign.

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Question: What are the functions of advertisement?
Answer:
 Functions of Advertising:
Advertising has become an essential marketing activity in the modern era of large-scale
production and severe competition in the market.
It performs the following functions:
(i) Promotion of Sales:
Advertising promotes the sale of goods and services by informing and persuading the people to
buy them. A good advertising campaign helps in winning customers and generating revenues.
(ii) Introduction of New Products:
Advertising helps in the introduction of new products in the market. A business enterprise can
introduce itself and its products to the public through advertising. Advertising enables quick
publicity in the market.
(iii) Support to Production System:
Advertising facilitates large-scale production. The business firm knows that it will be able to sell
on a large-scale with the help of advertising. Mass production will reduce the cost of production
per unit by making possible the economical use of various factors of production.
(iv) Increasing Standard of Living:
Advertising educates the people about the products and their uses. It is advertising which has
helped people in adopting new ways of life and giving up old habits. It has contributed a lot
towards the betterment of the standard of living of the society.

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(v) Public Image:
Advertising builds up the reputation of the advertiser. Advertising enables a business firm to
communicate its achievements and its efforts to satisfy the customers’ needs to the public. This
increases the goodwill and reputation of the firm.
(vi) Support to Media:
Advertising sustains press. Advertising provides an important source of revenue to the

publishers of newspapers and magazines and the producers of T.V. programs.
 Significance of Advertising:
Advertising helps in spreading information about the advertising firm, its products, qualities and
place of availability of its products and so on. It helps to create a non-personal link between
the advertiser and the receivers of the message.
The significance of advertising has increased in the modern era of large scale production and
tough competition in the market. Advertising is needed not only to the manufacturers and
traders but also to the customers and the society. The benefits of advertising to different
parties are discussed in the following paragraphs.

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Question: What is New Media? How has New Media challenged the supremacy of traditional
Media?
Answer:
 New Media
Digital technologies that are backed by computers and the Internet have hugely impacted the
concept of Mass Communication. Social pl0oatforms, blogs, video games and online news
portals can be collectively called the New Media. It serves as the foundation for Digital Media
Marketing and has an extra element of interactivity which is largely missing in the traditional
form of communication. Digital Media combines digital technologies that enhance its reach and
gives the audience liberty to interact at their own convenience. Above all, it gives everyone an
opportunity to become creators rather than receivers. Given below are some of the
characteristic features of Digital platforms which set it apart from the traditional form of
communication.
 Digital
 Interactivity
 Hypertextuality
 Simulation
 Asynchronous
 Storage
 Accessibility
 Types of New Media
There are several types of new media that are used in the market today. However, if we try to
bring them under one spectrum, it will be tough as mediums of communication changes every
year with new inventions. There are so many options available in today’s time that even those
considered under this seem to be old now. It is just not limited to websites but has grown much
ahead in the field. Here are some types that are available in today’s scenario:

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 Websites
 Social Media Platforms
 OTT Platforms like Netflix
 Blogs
 Virtual and Augmented Reality
 Email
 Traditional Media vs. New Media
While traditional and new media can go hand-in-hand, there are a few reasons why you should
consider adding new media to your mix over expanding your use of traditional media.
 Value
New media is often far less expensive than traditional media. Not only do you pay less for your
advertisement, but you also pay less per person that you reach.
 Communication/ Interaction
New media tends to be much more interactive than traditional media, as well. New forms of
media such as social media allow for direct communication and interaction between business
and consumer.
 Data-Driven
New media is highly data driven. You have access to exactly how many eyeballs saw your
banner ad, for example, or how many people visited your webpage.
 Level Playing Field
Social media, in particular, provides a level playing field for all businesses. It doesn’t take
exorbitant amounts of money to grow your business using social media.

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 Accuracy
An added bonus of new media is the accuracy of its results. Unlike with TV ratings, new media
allows you to comb over results that show you exactly how many people saw your ad, how long
they viewed your ad for, and whether or not it led to a click-through.
 Trust
Having a presence on social media allows businesses to establish a sense of trust with
consumers. We tend to trust our friends, and if a consumer follows you on social media it
implies that same sense of trust. This also helps promote effective word of mouth advertising.
 Real-Time Results
Unlike traditional media, the results you receive from new media are often in real-time. That
allows you to make instant changes to your creative in order to achieve maximum
effectiveness. It also gives new media a leg up over traditional, where it often takes time to see
the results of a campaign.
 Global Reach
New media has a global reach, whereas traditional media tends to be highly regional. With new
media, you are able to reach the entire globe for a fraction of the cost.
 Choice of Audience
New media is highly targeted, and just about everyone uses it. That means you can have your
choice of audience.
 Virility
Truly effective new media has the potential to go viral. Your content could be shared with
millions of people, boosting both your credibility and your image.

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 Effect on Consumers
New media can make consumers feel as if businesses and brands are accessible– almost as if
they are friends. Traditional media promotes more separation between consumers and
businesses.
 Amount of Usage
In today’s world, consumers simply interact more with new media than traditional media.
People tend to spend an ever-increasing amount of time engaging with their cell phone, and
less and less time watching TV or listening to the radio.
 Mobility
New media follows the consumer wherever they are. It can follow them right into your store.
 Adaptability
New media is adaptable. You can easily switch out the content and creative of an ad or create a
new sponsored social media post.
 Marketing
Traditional media is a form of outbound marketing, where businesses send their message out
to consumers. New media is a form of inbound marketing, where businesses interact with
individuals who sought them out. Inbound marketing tends to provide more willing consumers
than outbound marketing.
 Engagement
New media allows for more engagement with consumers. Whether it’s social media or a
targeted banner ad that asks the consumer a question, new media opens the lines of
communication between business and consumer.

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Question: What is Cyber media? Elaborate on some of the means used to communicate via
Cybernetics?
Answer:
 Cyber media
Cyber media is the medium of communication through the Internet. Communication in the
form of stories, pictures, chats etc occur among web users through the common platform called
Internet. Cyber media is interactive because it enables immediate and constant interaction
between the web users.
 Communication from a Cybernetic Perspective
Cybernetics offers what I believe to be several new theoretical perspectives for communication
by a unified perspective that allows an observer to understand whole systems from their
component parts and parts in the context of whole systems. Fundamental differences are
encountered depending on whether a system is observed from the outside, whether the
observer is part of the system he attempts to describe or whether he participates productively
in a system that produces material components including what it needs to maintain an
organizational unity.
Rather than repeating the arguments presented above, I will summarize the paper by
presenting a set of distinctions and a table. The distinctions are intended as a guide for an
observer to recognize in what kind of system he might be involved in so that he can decide
which theory of communication is appropriate. Some of these distinctions, the first and last in
particular are taken from Varela et al. (1974). The others summarize what was said. The table
lists several key concepts the respective theories of communication define and suggest
analogies between them. The reader will have to refer to the text for their elaboration.

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Question: Write a blog on Child Labor.
Answer: Child Labor
India is a country of many religions, customs, traditions and culture has a biggest democracy
in the world. Child labor is a serious and crucial problem ahead of our country, due to which our
country is on the way of coming down.
As you know child is a future of our country, if the future of country will not be bright then
how can we make our country developed. Child labor is a global phenomenon. The significant
causes of child labor are poverty, large family illiteracy and ignorance of parents etc. Our
constitution specially protects child labor from exploitation of any kind of unconstitutional
warns, that children below the age of 14 shouldn’t be employed in a factory or in any other
hazardous occupation., so in this situation our govt. should provide free and compulsory
education to all children below age of 14.
Because education is the only implementation which can help to remove such type of virus, but
in our India it has been observed that child labor are exposed to serious factors and places. The
glass factories of Firozabad near Agra is example of child labor where nearly 50,000 children
below the age of 14 yrs are working, as a result they sustain eye injuries and Burns while
working at furnaces and Bhiwandibis another area of child labor If we want to protect the
bright future of our country then we have to check out this problem wisely and it doesn’t
remains the duty of govt. this menace can be removed only if we all join our hands together.
The real action is requires because we all know children are the architect and molders of young
buds, who are the real pillars and strength of a nation.

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Question: Discuss the Constitutional provisions of freedom of media.
Answer:
 Introduction
In the world’s largest democracy, the freedom of speech and expression is the most crucial
fundamental right availed to the citizens by the constitution. The media is considered as the
fourth pillar of democracy and it plays a vital role in a country’s social, political, economical and
international affairs. Thus, it goes without saying that free press is a sine qua non for a
democracy to survive and thrive and preserve the ethos of good and transparent governance.
 Article 19 and Freedom of Press
Freedom of the press is implicit under Article 19(1)(a) of the Indian Constitution, which provides
for the freedom of speech and expression under Part III (fundamental rights). It does not
explicitly provide the term “freedom of the press” anywhere but it becomes quite clear from
this Constituent assembly debate when Dr Bhim Rao Ambedkar replies to a question of “Article
19 not including ‘freedom of the press’” saying that the press is just another method of quoting
an individual citizen and when anyone chooses to write in a newspaper, they are merely
exercising their right of expression and thus, there is absolutely no need to separately mentions
the freedom of the press.
 Under Article 19(a)
Freedom to spread information
Without this liberty, freedom of the press is nugatory. Though this right is also implicit in the
freedom of expression, The mainline of difference between the freedom of the press and
freedom of expression for an individual is that an individual can’t communicate to masses on
his own, but a press can by means of its publications on various mediums like print, broadcasts,
electronic, etc.

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Freedom to criticize
The press, just like individuals has the liberty to criticize the government, its officials, its
policies, its actions, its laws, its statements, etc. However, the press cannot take abuse this right
and cannot provoke the public against the government or cannot abet riots, rebels, or mutiny
or insecurity of the state or the government.
Freedom to receive the information
Again, the heart of the liberty to press. If the press is not equipped with the information, it
cannot empower the public with the knowledge and thus, the right of expression will become
futile because there will be no access to information on whose basis anything can be expressed.
Freedom to conduct interview
This right is necessary to bring in first hand knowledge from the experts on the particulars
subjects and to enlighten the society at large. Though this right is not absolute, there are three
caveats to it as follow:
 Interview will only take place on the consent of the interviewee;

 Interview shall stop when the interviewee wants to it to be;
 Interviewer can’t force interviewee to answer any question against his/her will.
Freedom to broadcast
In the modern age of technology, power to broadcast is essential as it is one of the major
channels to spread information. This right not only includes broadcasting on news channels,
radios, but also on the internet like websites, blogs, mobile applications. We have witnessed
some of the most reliable journalism on these platforms like Alt News, The Print, The Wire, etc.

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Conclusion
Press is supposed to be the voice of the public to the government, but in modern times, a
contrast to this can be observed, where some of the major mainstream media houses are
marketing the political parties while criticizing the oppositions parties and not discussing the
relevant issues like public welfare, corruption, analysis of government schemes, etc. Though it
is also true that forums like WhatsApp, YouTube, and Facebook which are totally independent
are have become prone to fake news leading to mob lynching, fear-mongering, hate speech,
propaganda spreading and indecency promoting, which highlights the need of some reasonable
restrictions of the press.

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Question: Write a Facebook post on any recent issue.
Answer:
Facebook Post
 Overpopulation
Overpopulation is a major cause of most of the world’s problems. Whether it is a question of

food shortage, lack of drinking water or energy shortages, every country in the world is affected
by it – or will be.
Partly thanks to the import of goods from abroad, any particular country is able to maintain its
own welfare. But this cannot go on in an unlimited way. In fact, the number of inhabitants is
rising in every country. The world population is threatening to rise in the next few decades to 8
or 10 billion. There is a good chance that more and more countries will need their own products
themselves.
Our planet can offer a quality of life comparable to that enjoyed in the European Union to no
more than 2 billion people. With a population of 8 to 10 billion, welfare per person on a world
scale will drop to that of a poor farmer who can scarcely provide sufficient food for himself and
knows nothing of welfare. And thus we will have to share everything fairly in order to avoid
disputes or war.
The climate is changing – and it matters little whether this can be blamed on human activity or
on changes in the solar system. The sea level only has to rise slightly in order to cause a great
deal of valuable agricultural land to disappear. At present we seem to think that we can keep
ahead of famine with the use of artificial fertilizers, by the inhumane breeding of animals and
other survival strategies.
Human beings have a tendency to want more and more welfare. World-wide the numbers of
cars and refrigerators are increasing before our very eyes. But there will come a time when
population growth and welfare collide. There is a reasonably good chance that floods of people
will trek all over the world searching for more food and welfare.

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Question: Explain each in not more than 30 words.
(i) Microsoft word.
Answer: Microsoft Word is a widely used commercial word processor designed by Microsoft.
Microsoft Word is a component of the Microsoft Office suite of productivity software, but can
also be purchased as a stand-alone product. Microsoft Word was initially launched in 1983, and
has since been revised numerous times.
(ii) Sign language
Answer: A sign language is a way of communicating by using the hands and other parts of the
body. It should not be confused with body language. Sign languages are an important way for
deaf people to communicate. Deaf people often use them instead of spoken languages.
(iii) News report
Answer: A news report is characterized by its use of facts; this is what differentiates it from an
opinion piece. It is essential to use reliable sources of information and double-check your facts.
A headline should be short and grab the attention of readers making them read more.
(iv) Blog
Answer: blog, in full Web log or Weblog, online journal where an individual, group, or
corporation presents a record of activities, thoughts, or beliefs. Some blogs operate mainly as
news filters, collecting various online sources and adding short comments and Internet links.
(v) PDF
Answer: PDF is an abbreviation that stands for Portable Document Format. It's a versatile file
format created by Adobe that gives people an easy, reliable way to present and exchange
documents - regardless of the software, hardware, or operating systems being used by anyone
who views the document.

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Question: Write a short essay on Promotional Advertisements on Television in about 250

words.
Answer:
 Television advertisement
Takes an important part of everyday human's life. Everyday millions of people in America and
the world watches Television and advertisements. Television advertisements are very common
these days. They appear in public where a lot of people can hear and watch. For example,
commercials tend to appear on the radio, foot ball game where a lot of people are watching,
and in on television. Advertisement is seen many times especially on television. Television is
the most efficient way for business industries to use to take advantage of showing
advertisement.
Advertisements are mainly focused on certain groups of people. These groups of people range
from kids to adults and health freaks to junkie freaks. But the most important part of
advertising is to draw attention from the consumers to buy their product. The food industry has
made many attempts to advertise as many different ways so they can possibly get the
consumers to buy their products.
Through commercials on televisions and radios, advertising in the newspapers and magazines,
advertising has made it possible for most people to go in the restaurant or store and to buy
their products. Advertisement contains a lot of false promise. Advertisement may contain a lot
of satisfaction, happiness and exaggeration. But people tend to become subconscious with that
advertisement. The viewers would often feel like he or she wants to be associated with the
advertisement. To make the consumers feel they are associated with the advertise,
advertisement often contains a lot of satisfaction and exaggeration.

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TV advertising delivers a huge business advantage. It can drive market share, people trust TV
and it provides scale and reach. It also provides you the ability to buy the exact amount of
ratings (or numbers of viewers) that you need. Whether it's a winters evening and everyone is
cozying down around the television to watch live the latest 'big hit' or in summer when less
people are glued to the box, you buy a specific amount of your target audience and that is what
the station or network has to deliver you.
Reach a Larger Audience Simply put, not other kind of media allows you to reach as many
people with a single advertisement - TV Advertising is incredible at reaching large audiences
with frequency, quickly. In the UK, TV advertising can reach as many as 70% of the population in
a single day. We’ve already shared that TV makes up for over 90% of all video advertisement
engagement. While mobile devices and PC use are becoming more common, they’re still not
quite as ubiquitous as the TV in the living room. When you consider that most UK families have
more than one TV in the house that only increases your reach further. One of the greatest
strengths that TV benefits from is the opportunity to scale your marketing and reach potentially
huge audiences fast and with frequency.
Television advertises is one of the most effective ways to advertise to viewers because
television is all about watching and listening. No need to concentrate on the words unlike
neither the radios nor the news paper or magazines. Television advertisement is the easiest
way to view advertisement. People actually feel a lot more comfortable watching company's
advertisement. What people see with their eyes is what they are most likely to be attracted,
therefore a lots of advertisement contains cool and entertaining stories or effects when
advertising.

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Question: Discuss the advantages of e-mail over other forms of electronic communication in
about 250 words.
Answer: Email is a free tool. Once you are online, there is no further expense that you need to
spend on in order to send and receive messages.
1. Email is quick. Once you have finished composing a message, sending it is as simple as
clicking a button. Email, especially if an email system is integrated into the network, is
sent, delivered and read almost immediately.
2. Email is simple. It is easy to use. Once your account is set up, composing, sending and
receiving messages is simple. Also, email allows for the easy and quick access of
information and contacts.
3. Email allows for easy referencing. Messages that have been sent and received can
store, and searched through safely and easily. It is a lot easier to go through old email
messages rather than old notes written on paper.
4. Email is accessible from anywhere – as long as you have an internet connection.

Whether or not you are in the office or on the field, or even overseas, you can access
your inbox and go through your messages.
5. Email is paperless, and therefore, beneficial for the planet. Not only can you reduce
the costs of paper, you are actually reducing the damage paper usage does to the
environment.
6. Email allows for mass sending of messages. An effective medium to utilize to get your
message out there, you can send one particular message to several recipients all at
once.
7. Email allows for instant access of information and files. You can opt to send yourself
files and keep messages so that you have a paper trail of conversations and interactions
you have online just in case you may need them in the future.

35
Question: Write a detailed report for your college magazine on the cultural festival in your
college.
Answer:
On 22/ 09/2018, a colorful and memorable Cultural Fest was organized in our school. This
event was whole day long and was held in the school auditorium. In this mega event, many
schools from Chennai city took part.
The grand show commenced by the arrival of various teams from schools. The Chief Guest
was the District Collector. The welcome speech given by the Principal was followed by
lighting of the lamp. It was accompanied by a melodious Saraswati Vandana, hailing the
goddess of knowledge and wisdom. Then there was bouquet presentation to the invited
guests and the grand event began. There were programs mesmerizing presented by the
teams from various schools.
There was singing, dancing, poetry recitation, skits, mimicry, mono act shows, classical and
modem combination of several foot-tapping numbers. Everyone sat glued to the show. The
Chief Guest was impressed and praised the entire event. He inspired us all asking us to
perform better. It was followed by the announcement of the winning team, the Chettinad
School of our city. The team from our school bagged the second position and everyone
complimented one another. It was followed by a formal vote of thanks and the event
concluded.
We really enjoyed a lot and dispersed with a sincere hope that such mega events should be
organized every year giving the students a chance to display their talents.
Priya, Cultural Secretary

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Question: Write a review of a film you saw recently in four to five paragraphs.
Answer:
Watching films is my favorite pastime. I am basically fond of watching movies. Recently I

chanced to see such a wonderful film. The name of the film was Harry Potter It’s a classic
movie that everyone loves. It was the highlight of my childhood. Watching it again brought
back the excitement of a magical world that I always wish existed. I watched Harry Potter and
the Goblet of Fire.
It seemed logical at the time not to start from the first of the series – that would be a moment
where I question my logic, however it was still as enjoyable as the first. I instantly remembered
why this one out of the seven was specifically my favorite. I loved the amount of activities going
on in the movie; it also progressed into this magical world we knew little about, so we find out
more than we previously may not have even thought about unless you read the books like I
did. That moment of excitement to actually be able to visualize the Goblet of Fire is something
that can only be described by true Harry Potter fans.
This movie starts with classic reunion of Harry, Hermione and the comedian of the series, Ron.
However unlike the others it progresses their relationship as they have clearly grown. It was
enjoyable to watch how their relationships shook when other characters were added into the
equation. When the plot moved on from the bright and light toned scenes I then questioned
how I managed to watch the scenes with the entrance of Voldermort. I wonder how I managed
to watch the first Harry Potter movie without being freaked out as a child. Nevertheless it’s a
movie that I wouldn’t mind re-watching countless times.
I realized whilst watching the movie that it never occurred to me that there would be other
magic schools other than Hogwarts. The moment of awe was something I enjoy experiencing
repetitively each time I come across the Harry Potter series.

37
Question: What are the advantages and disadvantages of Facebook? Discuss your answer
with appropriate examples.
Answer:
 Advantages of Facebook
 Useful for Education – Facebook is an excellent tool for education. Professors can share
lectures and other course materials with the class, and students can even interact with
each other to have debates about the course material. Teachers are able to connect with
their students, and parents are able to get updates on a student’s progress at school.
The site also has a forum that teachers can use when they need help with questions
from their students.
 Stay connected – As much as we like to think that the Internet is a great place for
connecting with other people, Facebook has made it even easier. You can message your
friends and family, or you can keep up with what they’re doing on Facebook. You can
also create groups where you share information and updates about a certain topic.
 Helps find people with similar interests and preferences – Facebook provides us with
new opportunities to meet people who share similar interests or goals. We can find
others who have gone through the same struggles, and support each other as we work
on overcoming them together.
 Useful for marketing – Facebook has been an effective marketing tool for a few reasons.
First, it’s the most popular social media platform with over 1.86 billion monthly active
users as of June 2017. Second, many people use Facebook’s ad targeting to reach
potential customers in specific demographics and geographic areas at a low cost. Third,
Facebook pages are highly customizable and easy to create which allows businesses to
easily promote their products and services.
 Beneficial for business – Facebook is the best social media platform for businesses
because it’s one of the world’s largest social networks. It also has a lot of features that
make it easy for business owners to reach their desired audiences and increase sales by
using them.

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 Disadvantages of Facebook
 Privacy concerns – Facebook has a history of violating user privacy. For example, in 2012,
the company proposed an app that would have let marketers track users’ web browsing
activity outside of Facebook. This would have allowed them to better target
advertisements on Facebook. Two years ago, the company admitted that it had been
secretly saving phone numbers and text messages from Android devices for years. More
recently, Facebook shut down nearly 200 apps due to privacy concerns.
 Can cause addiction – Facebook can be distracting, rather than being helpful. Instead of
checking your Facebook feed and addressing the tasks that need to be done, it can take
over your life. It has been proven that Facebook can also have a negative impact on
someone’s lifestyle habits. The addiction to Facebook is so severe that some people find
themselves logging in as soon as their phone wakes up in the morning, checking for
notifications before anything else.
 Can disrupt sleep – It is well known that Facebook can be addicting. It also disrupts sleep
patterns. One study found that the blue light from smartphones, laptops and other
devices that emit this type of light can suppress the production of melatonin. This means
people are not getting enough sleep or the deep, beneficial sleep that they need to
function well and stay healthy.
 Risk of cyber bullying – One of the most dangerous things that can happen on Facebook
is cyber bullying, which is when someone uses the internet to threaten or bully another
person. This abuse can be done by known followers, anonymously or under a fake profile
and it often starts by pestering the victim with mentally disturbing messages, posts, or
images.
 Can lead to insecurity and feelings of jealousness – Too many Facebook users report
that the social media platform has adversely impacted their relationships. They feel like
they can’t be themselves and are constantly updating their Facebook status to seem
more interesting than they are. It’s also very easy for people to get caught up in
comparing themselves to others which leads to feelings of inadequacy and jealousy.

39
Question: what is globalization? Discuss the role of mass communication in globalization.
Answer:
 Globalization
Globalization is the process by which ideas, knowledge, information, goods and services spread
around the world. In business, the term is used in an economic context to describe integrated
economies marked by free trade, the free flow of capital among countries and easy access to
foreign resources, including labor markets, to maximize returns and benefit for the common
good. Globalization, or globalization as it is known in some parts of the world, is driven by the
convergence of cultural and economic systems. This convergence promotes - and in some cases
necessitates - increased interaction, integration and interdependence among nations. The
more countries and regions of the world become intertwined politically, culturally and
economically, the more globalized the world becomes.
 Media in Globalization
The role of media in globalization process Nowadays mass media plays a key role in extension of
globalization process. The media components such as television, Internet, computers etc. are
considered to have a paramount influence on globalization.
Also because of globalization process today there is an increased access to a broad range of
media, which plays a very important role in shaping human minds and has an immense impact on
our society’s personal lives. Thus these two equally important processes interact with each other
and provide mutual assistance in the expansion of the sphere of influence.
Before the press media had come into picture people used to communicate by writing letters
and sending them to direct mails. The appearance of press media came as an informational
revolution.
This early press media became a source of information, promotion and projection. It was
specialized in diverse spheres and was focused on all the issues concerning daily lives and well
beings. Press educates people about international happenings, entertainment, political and
sports events. After the press media radio and television had been discovered, which lead us to a

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different kind of revolution? Now people could not only read but also hear and see the news. A
recent poll states that about 59% of America’s population obtains the world news on television
out of which 37% is through cable and 22%through broadcast.
As mention in the site (Media Use Statistics) Radio is one of the easiest and cheapest media
sources. The giant advantage of radio as a part of globalization process is that it can be
understood by even illiterate people and can be served to a larger number of people. Moreover it
is accessible to the people who middle of diversity, impeding real competition, forcing smaller
players out of the market, and contributing to reinforce conservative views of the world,
marginalizing dissent or content that does not generate profit or which is seen as challenging to
capitalist values.
Although the media industries are not exclusively American anymore, but are largely owned by
various Western corporations (Japanese, German, British, and American) To sum it up, in my
opinion mass media in process of globalization has definitely got a lot of positive and negative
aspects, but however the advantages are way more and therefore there is a remarkable progress
in development in all-economic, social, political, cultural and traditional aspects. Moreover it is
grateful to say that the world as a global village has come to stay and mass media have played
special role in this.
Cultural and ideological bias is not the only risks of media globalization. In addition to the risk
of cultural imperialism and the loss of local culture, other problems come with the benefits of a
more interconnected globe. One risk is the potential for censoring by national governments
that let in only the information and media they feel serve their message, as is occurring in
China. In addition, core nations such as the United States risk the use of international media by
criminals to circumvent local laws against socially deviant and dangerous behaviors such as
gambling, child pornography, and the sex trade. Offshore or international web sites allow U.S.
citizens (and others) to seek out whatever illegal or illicit information they want, from twenty-
four hour online gambling sites that do not require proof of age, to sites that sell child
pornography. These examples illustrate the societal risks of unfettered information flow.

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Question: Write the impact of social media on user’s lives.
Answer: Social media is a powerful revolution that has changed our lives all around; it has
changed the way that we socialize, conduct our businesses, engage in political affairs, build
professions and set job recruitments, says Susan Laurel, writer at Essay On Time. Laurel gives
insights into the areas that have been significantly affected in our society. It has attracted a
massive number of users with an estimate of 3.5 billion users worldwide. This is according to
2019 Social Media Statistics. Here are the major ways that these platforms have impacted our
society:
1. Socialization
With the use of platforms like Facebook, Twitter and Instagram, how people socialize has
been greatly revolutionized. It has made it easy to connect to our family members, friends and
relatives on a real-time basis.
With social media, people can share pictures and videos and communicate with their close
ones. This has strengthened relationships and it is bringing families together in a way that was
not possible in the past.
Families, friends, relatives and businesses have the opportunity to share skills and improve on
different proficiencies. Additionally, people get to make and meet new friends.
2. Business
Businesses have greatly been impacted by social media from marketing to interacting with
customers on a timely basis. A business that has embraced the use of social has a definite edge
over its competitors.
The online platforms are a less expensive way for businesses to advertise their offerings on a
real-time basis and to attract more customers. It has made it easy for businesses to reach out to
a wider customer base and improve customer loyalty through different programs.

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3. Politics
Social media has impacted politics in many ways. Nowadays, it is where most people get their
news; in some cases, this is before the media houses do. It is the medium that gives the easiest
access to political and other news.
These online platforms also allow people to air out their political grievances to their political
leaders and demand for actions to be taken. It’s also a medium where mass political rallies are
formed, campaigns are carried out and even political unrests are most felt.
4. Job hiring
Social media has impacted job recruitments significantly. The majority of companies make their
hiring decisions based on one's social portfolio. Recruiters also use online networks to post job
vacancies through which they get their ideal candidates.
It has also made it easy for job seekers to get access to job posts. This is evident on platforms
like LinkedIn, where job seekers can create their profile containing their skills and see what job
opportunities recruiters are posting.
5. Education
Many professions and skills have been built and learned through social media. There is
a massive increase in online learning where one can easily learn a skill and build a strong
profession around it. The existence of social media has led to an increase in the number of
people undertaking distance learning, as well as academic offerings such as writing services.
6. The negative impacts of social media
There are, however, negative impacts caused by social media. Despite it being a platform
through which we socialize, run our business and understand political affairs, here are some
negative results to take into consideration:

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 Through sharing personal information, one's privacy is at risk of impersonations, theft

and stalking — among other vices. Nowadays, companies use social media to gauge job
seekers. Posting anything abusive or embarrassing could make you lose that job
opportunities, because 'the internet never forgets'.
 Online social platforms are addictive and this has drastically reduced productivity at
workplaces. These impacts negatively on companies as they incur losses.
 In some instances, it has made some people — especially the introverts — to rely too
much on the virtual world as opposed to the real world.
 Cyber bullying is another worrying impact of social media results of cyber bullying have
seen victims falling into depression and, in more radical cases, has cost them their lives.
 Since information travels faster online, a piece of false information could quickly reach
a big number of people and cause great panic among the recipients.

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Question: Write the strengths and weaknesses of radio as a mode of mass communication.
Answer:
 The strengths of radio are given below:
Selectivity:
Radio offers a serious level of selectivity through geographic inclusion by countless stations and
different program designs. Publicists can zero in their promotion messages on explicit crowds
who communicate in various dialects in various regions, which in any case may not be open
through different media.
Cost-effectiveness:
Cost benefits are very huge with radio as a publicizing medium. Radio time costs undeniably not
as much as TV and the ads are very cheap to create. They require just the content of the
business to be perused by the broadcaster, or a prerecorded message that the station can
communicate. Publicists can utilize various stations to widen the scope and recurrence inside a
restricted media spending plan.
Adaptability:
Among every one of the media, likely radio is the most adaptable as it has a short shutting
period. Radio ads can as a rule be created in a somewhat brief time frame and whenever
required, the promotion message can be changed practically not long before broadcast time.
The same advertisement message can be changed in various dialects to suit economic
situations.
Mental Imagery:
Radio promotion utilizes sound, and a significant benefit of the present circumstance is that it
urges crowds to involve their creative mind in making pictures while handling the
advertisement messages. As per Verne Gay, radio can build up pictures made by TV ads through
picture moves. In this method, similar expressed words or jingles are utilized in the radio

45
business as on TV. Picture move implies that when shoppers hear a similar advertisement
message or jingle on the radio, they interface it to the TV plug and envision pictures. In this
way, radio and TV advertisements support one another.
 The weaknesses of radio are listed below:
Absence of a Visual Element:
The most major issue related to radio is the absence of a visual component. The radio sponsor
can’t show or exhibit the item or utilize some other visual allure. As examined before, in making
brand mindfulness, bundle recognizable proof regularly is basic for some, promoters
considering the expanding number of huge retail locations in urban areas with self-
administration. In rustic business sectors, where the education rates are very low, bundle
distinguishing proof assumes a significant part in brand choice.
Crowd Fragmentation:
A large number of radio broadcasts make crowd fracture. The quantity of crowd tuned to a
specific station is typically minuscule. Promoters who need to arrive at expansive market
regions through radio, with language contrasts, need to delay on various stations arriving at
explicit geographic regions.
Restricted Research Data:
The examination information on the radio is restricted contrasted with other significant
promoting mediums like TV, papers, and magazines.
Restricted Listener Attention:
It is hard to draw in and hold radio audience members consideration regarding plugs. Program
exchanging is continuous among audience members and they regularly miss all or a portion of
the plugs. Conceivable outcomes of twisting in radio stations are high and this bothers the
audience members – the outcome ads are missed.

46
Clustered:
With the expanding force of promoting, the mess has turned into an issue in publicizing media,
and radio is no exemption. Business channels convey many advertisement messages
consistently and it is turning out to be progressively hard for promotion messages to stand out
for and hold crowds. Much relies upon the accuracy of the content composition, going with
sounds and level of bending.
Advantages Disadvantages
Radio provides a huge selection of channels Sometimes it is difficult to get the proper
based on geographical location signals from a radio station
Compared to TV, radio is a cost-efficient Only audio media and no visuals are available
It covers a huge population It has limited research data and frequency

bandwidth
Easy way of spreading the news and Due to bad weather, the radio is not audible
information properly

47
Question: How has globalization impact the news industry in India? Explain with example.
Answer:
 ABSTRACT:
Globalization, like communication and journalism, has influenced all aspects of human
existence. The media organizations that have turned tools of maximizing profits have been
founded by multi-national companies. The effect of globalization on media management in
India was specifically explored in the current report. Different academics around the world
interpret globalization significantly. Virtually, it is seen as the mechanism by which the
international population is united into a shared structure. It is a mechanism that creates the
free movement of ideas, entities, products, resources and money. Spreading information and
communication technology is by far the most noticeable effect of globalization. In a particular
regard to northern India, the influence of globalization on media management is a topic
specifically explored in the current study that is worth studying.
 INTRODUCTION:
In order to discover new cultures of solidarity, global connectivity has given enormous new
ethical spaces. The conventional top-down fiscal, political, and cultural structures, he says, are
therefore daunting. During the period of globalization, the conventional conceptions of time
and space are torn down, thereby triggering the transitional deal of social ties, he writes.
Globalization has been characterized as a systemic phase in which geography's restrictions on

social and cultural institutions fade away. The World Bank and the International Monetary Fund
both performed a crucial part in the international growth of businesses. .In the 1980's, when a
dominant agenda of media reform and access to foreign investment took place in many
developed countries, media globalization got new pace Eight international companies control
the worldwide advertising industry. By global funding, mergers, and acquisitions, media giants
are constantly operating globally. Cultural globalization, the lack of local cultural heritage, has
culminated in the effects of the expansion of global media firms. The viewer of the
international press is too limited, too extremely wealthy and to be regarded equitable. Sparks

48
(2000), there is a limited amount of research suggesting the presence of a predominantly

nation-oriented international public domain.
The American media continues to play a leading part in the international arena right today.
Satellite orbits are assigned to global standard bodies such as the International
Telecommunications Union (ITU), telecast frequency bands are determined, and requirements
for telephones, mobile phones, faxes, and Internet conations are prescribed. In the West, the
recessive mutation of worldwide contemporary music stays centered and talks in its own
language at all times. If that world continues to value plurality, the dictatorial govt.-corporate
structure can tend to be threatened by intermittent and intermittent yet enduring acts of
rebellion. The validity of individual freedoms has been reduced by the commoditization of the
media led by free markets. A healthy democratic society is important for combating the forces
of the state and the market; say Guru and Mariswamy (2014).
 THE PRESS
Existing in India is more than two centuries old, and its historical history has deeply influenced
it. One of the world's main digital media networks is India's print media. Throughout the
national freedom struggle, emergency (1975-77) and post-emergency times, the press in India
has shown after secession and served a pivotal role. In the Indian press, there is a wealthy
lasting tradition, diverse cultures, and social inclusiveness (Ram, 2011). The ad sales lost to
print media are not covered by streaming advertisement sales. In India, news agencies such as
Express News Service, Press Trust of India and United News of India have worked efficiently.
India is regarded as one of the world's biggest newspaper markets, led by China and Japan.
Indicant press currently has about 80,000 newspapers and magazines that are published in
English, Hindi and other vernacular languages. Indian Times, Indian Express, Hindustan Times,
the Hindu, Statesman, Amrit Bazar Patrika, and Tribune are the substantial national newspapers
in India. As per the Audit Bureau of Circulation, newspaper revenues in the country rose by 15
per cent in 2014. According to experts, India’s media sector is predicted to surpass US$ 200
billion by 2015. Indian publishing firms continue to massively subsidize digital journalism.
Newspapers and magazines have lost cable and online readers in the 15-25 age groups.

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Unit-1 Mass Communication: An Introduction

Unit-2 Understanding Advertisement

Unit-3 Cyber Media and Social Media

Unit-4 Writing for the Media

Unit-5 Some Significant Issues of Mass

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Media and Communication Skills (DU. SOL)

 To learn about the mass communication process.

 To discuss features of mass communication

 To learn about the mass communication – Classification

 The functions of mass communication and mass media

 Feature of Mass Communication

 Process of Mass Communication

 Characteristics of Mass Communication

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 Mass Communication as a Source of Information

 Functions of Mass Communication

 Functions of Mass Media

 Questions for Discussion

 FUNCTIONS OF MASS COMMUNICATION

 Mass communication has the following basic functions:

Additionally it also helps in transmission of culture.

 Informative function: Dissemination of information is the primary function of the news

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 Entertaining function: The most common function of mass communication is

 Transmission of culture: Any communication leaves a direct or indirect impact on an

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 Types of Mass Communication

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 Advertising – Advertising method is used to promote products, services, social messages,

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Question: Define the nature of Mass Communication.

 Nature of Mass Communication:

 Micro and Macro - Mass Communication.

The following short description of each may give a better idea:

 Micro and Macro Mass Communication

 Capitalistic and Socialistic Patterns of Mass Communication

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But in socialistic economy, mass communication is subject to various limitations or regulations

 Islamic Approach and Non-Islamic Approach of Mass Communication

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Question: Write short notes on -

ii. Quarterly, and

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 (b) Audio-visual Media

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Types of Audio-visual Media

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 (c) Traditional Mass Communication

 Definition of Traditional Media

 Different Forms of Traditional Media

Traditional media can be classified into different forms like:

Use of Traditional Media in Communication

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 Types of traditional media

Here are some common types of traditional media:

Newspapers and magazines

Billboards can be a powerful advertising choice, particularly for companies interested in