ASSIGNMENT

SUBMITTED BY:
NAME： Alisha Aqeel
ROLL NO： 36

SUBMITTED TO:
NAME: Dr Bilal Nawaz

COURSE:
Introduction to communication and
mass media
 MEDIA OF MASS COMMUNICATION
Mass communication is the process of imparting or
exchanging information through mass media to wide range
of people or population.
There are following media of mass communication:
 Print media
 Broadcast media
 Social Media
 Traditional/Folk media
PRINT MEDIA
DEFINITION:
Means of mass communication in the form of printed
publications, such as newspapers and magazines. Modern
advertising techniques use many ways to convey a message to the
consumers/farmers. Print media, however, is one of the oldest
forms of advertising.
EXAMPLE:
Magazines, newspapers, flyer, newsletters, scholarly journals
and other materials that are physically printed on paper are
examples of print media.
• Source of Entertainment:
Even at a time when television appears to rule the mass
media, the print media maintain a niche in the world of
entertainment. Humor columns, comics, feature stories,

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 crossword puzzles and word and number games continue
to stir interest for several readers.

• Means of Advertising:
The print media has long been used for the purpose
of advertising, which simply means to inform by
passing information about products and services
from the manufacturers to intended consumers.

Types:
There are various types of print media which help advertisers
to target a particular segment of consumers. The primary use of
print media is to spread information about daily events and news
as it is the fastest way to reach the public.
Following are some important types of print media.
 Newspapers:
Newspapers are the most popular form of print media. They are
generally delivered at home, or are available at newsstands. The
different types of newspapers cater to various audiences, and one
can select the particular category accordingly. A newspaper is

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divided into various segments containing current events, sports,
advertisements, informative articles, and so on.

 Magazines:
Magazines provide detailed articles on various topics, like
food, fashion, lifestyle, and so on. Magazines are published
weekly, monthly, quarterly, or annually, and many of them are
sold all over the world The ads in the magazines need to be eye-
catching, yet simple and elegant.

 Banners:
Banners at many places are made of cloth, or paper and are used
to show slogans, logos, or some messages. Posters are mostly
hung at a height and are made attractive so as to catch the attention
of the passersby. The primary use of posters can be seen in
political campaigns.

 Billboards:
Billboards have mostly become digital, but they qualify under
the category of print media after all, the advertisements are printed
on the billboard. Billboard advertisements are the costliest in the
print media category.

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 Books:
Books are the oldest form of print media that are used as a way
of communication and information piece. They are a diverse
platform comprising varied topics that include literature and many
more that not only increase our knowledge but also entertain us.

 Brochure:
A brochure, also known as pamphlet, is a kind of booklet that
contains the details of the company. It is very necessary that the
brochure contains all the required details of the product or service
with terms and conditions along with the charges.

Advantages of print media:

• Print media is an easy medium to spread awareness or
advertise to any particular geographical area.

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 • Print media allows you to choose your own space for
advertisement, thus, you can manage your budget and
expenses while planning for the advertisement.

Disadvantages of print media:

• If you are targeting the global audience, then this is not the
medium you should go for. Instead, the internet has a much
wider reach than print media in this.
• There are both advantages and disadvantages for print media.
We have to keep all these in mind and make the right planning
to make the optimum use of print media.

ROADCAST MEDIA
DEFINITION:
The term 'broadcast media' covers a wide spectrum of
different communication methods such as television, radio,
newspapers, magazines and any other materials supplied by the
media and press.
EXAMPLE:
Examples of Broadcast Media are:
• Television (digital and analogue)
• Radio
• Internet media like websites, blogs and podcasts
• Online streaming.

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Importance:
To inform, educate and entertain; to build a healthy national
consciousness; to inspire a positive sense of shared national
purpose; to create necessary ethical sensibilities - surely, all these
must be among the purposes of the broadcasting profession.

TYPES:
Types of Broadcast Media Advertising: Following are the
broadcast media or entertaining advertising types

 Radio Advertising:
Radio advertising Sid described as “word of mouth advertising
on a large scale “The advertisers prepare the programme
beforehand keeping in view the interests of the listeners. Here, the
message is delivered orally, not visually.

 Television Advertising:
It is the latest and novel method of advertising. It provides the
coordination of sound, sight, motion and immediacy that no other
medium provides.It combines radio, movies and theatre.In this

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medium, the salesman can present and demonstrate the product.

 Advertising Films:
Commercial films are produced to publicize the products with
a story. They create interest in younger customers. Advertising
films possess entertainment value. Films can be used for the
concentration of advertising efforts in certain areas.

 Drama and Music Program:

This medium is used largely for advertising in rural areas.
Advertisement is presented with religious dramas and music
programs.

Advantages of Broadcast Media Advertising:

• It makes life lie presentation. It is creative and persuasive.
• It includes popular means like radio, television, drama,
music etc.

Disadvantages of Broadcast Media Advertising:

• It is highly perishable as compared with press media.
• The cost of time and talent of this medium is very high.

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 SOCIAL MEDIA
DEFINITION:
Social media is a collective term for websites and applications
that focus on communication, community-based input, content-
sharing and collaboration. People use social media to stay in touch
and interact with friends, family and various communities.

EXAMPLE:
• Instagram
• YouTube
• Facebook
• Snapchat etc.

Importance:
The importance of social media is indeed undeniable, as
almost half of the world’s inhabitants use social media on regular
basis. Both individuals, as well as businesses, are thankful for this
constructive, inexpensive and swift mode of a communication
system.

Source of Entertainment:
There is so much more to social media than just work,
communication and branding. Sometimes, all we want is a little
entertainment at the end of the day. Social media platforms
provide tired individuals with customized feeds consisting of

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memes, news, and short clips of videos as per the user's activity.

TYPES:
 Social Networks (Facebook, Twitter, Linked In):
Such types of Social Media are used to associate with
individuals (and brands) on the web. They help your business
via branding, social awareness, relationship building,
customer service, lead generation, and conversion.

 Media Sharing Networks (Instagram, Snapchat,

YouTube):
Media sharing types of Social Media are used to find and
share photographs, live video, video and other kinds of media
on the web They give individuals and brands a place to
discover and share media so the target audiences can be
targeted and converted into a convincing and result-driven
way possible.

 Bookmarking & Content Curation Networks

(Pinterest, Flipboard):

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 They are very helpful in channelizing brand awareness for
your business, plus, choosing this one to run different types
of Social Media Marketing campaigns will help you generate
website traffic and customer engagement.

 Consumer Review Networks (Yelp, Food-panda,

TripAdvisor):
Using Customer Review networks will help you find out,
share and review different information about a variety of
products, services or brands. For running a successful Social
Media Marketing Campaigns, it is very important for today’s
businesses to have positive reviews on these sites.

 Blogging & Publishing Networks (WordPress,

Tumbler, Medium):

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 You should choose these types of Social Media networks for
publishing, discovering and commenting on articles, social
media blogs and other content on the web. WordPress and
Blogger are the traditional blogging platforms while Tumbler
(micro-blogging service) and Medium (Social Publishing
Platform) is the latest blogging and publishing networks.

 Interest-Based Networks (Goodreads, Houzz,

Last.fm):
You can use such types of Social Media networks for
connecting with other people who have the same sorts of
hobbies or interests. This makes it one of the best networks
for engaging with your audience and creating exclusive
brand awareness online.

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 TRADITIONAL / FOLK MEDIA
The word ‘FOLK’ has been derived from a German word
‘YOLKS which means the people. On the other hand, folk media
is the different means of communications available to rural and
tribal people. Folk media is also known by various names like
traditional media, indigenous communication system, alternative
media, group media and low cost media etc.

Various characteristics of folk media:

i. The entire cultural group participates in the activities.
ii. Folk media operates with materials that are available locally
and in quantity that is needed by them.
iii. Skills required for operations of folk media does not require
formal training.
iv. The work of the folk media is restricted to specific occasions
and audience.
v. Unlike modern media, folk media operates on interpersonal
level and belong to the masses. Mass media on the other hand
is owned by few people or corporate houses.

TYPES OF FOLK MEDIA IN PAKISTAN:

Pakistan got independent, under the rule of Islam, music has
been restricted except for ceremonial use. However, Sufism has
an exceptional official rule. So, one of the most important genres
of music in Pakistan is Qawwali. Ghazal is another folk music in
Pakistan which are love poem songs in Urdu (official language in
Pakistan). Ghazal" is an Arabic word which means "Talking to

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women". Also, the folk music in Pakistan can be categorized by
regions: Balochi music, Punjabi music, Potohari music, Sindhi
music. Kashmiri music, Saraiki music, Pashto music, Hindko
music.
Pakistan has many music instruments in common with India.
Here are some examples of music instruments in Pakistan:
Dholak, Duff, Harmonium, Idiophones, Rabab, Sarangi,
Surna, Tabla.

Importance:
Traditional media remain a trusted source for information.
When it comes to the news, there is no substitute for a factual,
balanced story.

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