Media

Media

• As “a mean of conveying something such as a channel of

communication.
• It is the plural of medium
• Technologies of mass communication
Media
• It includes physical and online newspapers and magazines,
television, radio, billboards, telephone, the Internet, fax and
billboards.
• Refers to the communication channels through which we
disseminate news, music, movies, education, promotional
messages and other data.
Types of Media
Print Media
Broadcast Media
Digital/Internet Media
Print Media
• The oldest form of media are books, magazines and
newspaper.
• Although print media readership has declined in the
last few decades, many Americans still read a
newspaper every day or a newsmagazine on a regular
basis.
• The influence of print media is therefore significant.
Newspaper
• Newspaper is a major source of information for a large
number of readers.
• It may be National or local, daily or weekly newspaper
• Allow presentation of detailed messages which can be read at
reader’s conveyance.
• Its valuable services to the community like information,
education, entertainment, cultural transmission and record
facility.
 Magazine

• Generally published on a regular schedule, containing a verity

of reading material.
• Allow presentation of a detailed message along with photos,
illustrations, colours etc.
BOOKs

• A book is a set of written, printed, illustrated or blank sheets

made up of ink, paper or parchment (animal skin used in
writing) bind together along one edge within covers.
• Books are the oldest form of mass media that used to be
produced by handwriting in the past
• Earlier, books were accessible to too few privileged person
but now, advancement of technology begun the era of mass
communication.
Broadcast Media
• It is the most expedient means to transmit information
immediately to the widest possible audience, although the
Internet currently challenges television as the primary source
of both news and other recreational content
• Its primary target are usually people who watch television and
listen to the radio on a daily basis.
Television

 TV is a principal source of information and entertainment

for people exposed to mass media.
It is believed to be the most authoritative, influential, exciting
medium for reaching very large audience.
It combines visual images, sound, motion and color to
achieve viewer’s empathy.
Radio
It is one of the most personal medium and offers selectivity,
cost efficiency and flexibility advantages over other media.
Commercial broadcasting is undertaken in major cities even
rural areas.
Radio is a premier mass medium for users and it delivers the
message to a large number of people across the length and
breadth of the country.
Digital/Internet Media
• It comprises both Internet and mobile mass communication.
• Internet media comprise such services as email, social media
sites, websites, and Internet-based radio and television.
• Rapid growing medium of advertising
• It is a worldwide medium that provides means of exchanging
information through series of interconnected computers or
mobile phones.
Internet Media examples

(WWW)World Wide Web- it is the system that allows to

navigate from page to page with the use of browser.
• Internet sites
• E-mail
• Social Media
• Internet-based audio and video
Role/Functions of media

• Making world a global village

• Reduce the communication gaps amongst the people living in
the far areas.
• Keeps the people updated
• It should spread truthful, fair and objective information
Role/Functions of media
• Information
• Political awareness
• Social awareness
• Education
• Economic awareness
• Entertainment
• Advertising
Effects of Media
Print Media
Positive:
By reading newspaper, children learn many things, their
reading habits increase and their vocabulary is enhanced by
learning new words
Negative:
Some bogus/bias news given in the newspaper may raise
blood pressure and create negative feelings in the mind.
Effects of Media
BROADCAST MEDIA
Positive:
Quick way to get out information such as advertisements,
news, promotions and emergency broadcast.
Negative:
Not personal with no face to face interaction.
False information can be easily transmitted to the masses due
to time lapses.
Effects of Media
INTERNET MEDIA
Positive:
Reaches the masses
Ability to interact with people on broad spectrum using
different number of services, without physical contact.
Negative:
Phishing and Cybercrime
Children can easily access the large media library of sex and
violence.
Global Village

• McLuhan declared that television was turning the world into a

“global village” 1964 to describe the phenomenon of the
world’s culture shrinking and expanding at the same time due
to pervasive technological advances that allow for
instantaneous sharing of culture (Johnson 192).
• Global media had a tendency to homogenize culture and as it
spread, people from all over the world would begin to watch,
listen to, and read the same things.
Cultural imperialism
• It is the idea that one culture can either influence or dominate
another in much the same way as nations have invaded and
controlled other nations.
• Believed that media globalization coupled with American
hegemony would create a form of “cultural imperialism”
whereby American values and culture would overwhelm all
others.
 Cyber Ghettoes

• The equivalent of a ghetto in cyberspace; a place on the

Internet etc. where a social group is marginalized.
• People are being herded into carefully constructed and
controlled social media intellectual ghettos.
• These cyber ghettos make money off the time and energy of
their users while simultaneously selling their private
information.