Name :- Hitixa Goswami
Class :- M. A. Sem 4
Roll No :- 9
Beach :- 2019-21
Enrollment No :- 2069108420200013
Subject :- Mass communication and media studies
Assignment Topic :- what is mass media? And importance of mass Media
Email :- hitixagoswami28@gamil
Submitted to :- S.B.GARDI Department of English Bhavnagar University
Word :- 2095
Introduction
Mass media plays an important role in the life of society. Most people agree that the 21st century can be called the “age of media”, which is quite true as the world of media influences us in different ways. However, some of these bring benefits for us, there are also bad points. Since the advancement of technology, people today are getting attached to television and films. Books also make it a passion to stand at the top of the media list.
What is Mass media?
Mass media means technology that is intended to reach a mass audience. It is the primary means of communication used to reach the vast majority of the general public. The most common platforms for mass media are newspapers, magazines, radio, television, and the Internet. The general public typically relies on the mass media to provide information regarding political issues, social issues,entertainment, and news in pop culture.
Types of Mass Media
As we see first what is media and come to know that in our daily routine we are surrounded by various types of Mass Media. So, we can define various mass communication platforms like Print Media, Television, Films, Radio, Video Games,online communication platforms etc.
Development of Mass Media
Western mass communication scholars have identified a development progression cycle call ESP i.e. Elite Popular Specialization this cycle holds that all media develop in three stages:
Elite: Media appeals to the affluent. Affluent people are considered as the leaders of cultural and social trends.
Popular: When the notions break through the barriers of literacy and poverty, it enters the popular stage and reaches the mass culture.
Specialization: There is ‘demassification’ of the mass media due to information explosion and advancement in communication technology.Media is consumed by highly fragmented segments of the population each with their own interest and cultural activities.for example like Cartoon channels, Sports channels, News channels, Movies.
Attraction with Media
In Modern society, people are influenced by mass media. Although traditional television watching and newspaper reading are no longer as popular as before, people spend more time in front of computers listening to music and radio, reading news and information interacting with other people in social network and watching television programs and films. The developing technology of mobile phone allows people to do almost everything they can do with the computer. Now days, people are living in a world by media sounds and images. People cannot live a day without mobile and computer. Cultural values and lifestyle have changed over time by use of television and internet. So in one way, it may change people’s opinions for the better, but in another, it may impact the social system of a whole population. More and more, people all over the world use the same exact piece of clothing. Due to watching it on television, the dress code is blue jeans, t-shirt and shoes. Television can be a great teacher. Some public television programs encourage visits to the zoo, libraries, bookstores, museums and other activities, and educational visitors can surely serve as powerful teaching devices.
Attraction of Television in media
Amongst all the mass media today, TV attracts the largest number of viewers; its audience is greater in size than any of the other media audiences. This is because television is able to focus on audiences of all age groups, whether literate or illiterate. Television has been used for education and information purposes rather than for entertainment. There is no doubt about the fact that technology has given us a main tool in television. It is a very powerful mass communication medium. The Indian model of television programmes is unique as it is expected to pass on the culture from one generation to another. Today Doordarshan is challenging all cable TV networks in meeting the entertainment needs of the people. Television in India, through its programme presents pictures and views of India’s rich culture. They represent various religions and cultural languages and activities of people belonging to different parts of India and so it reflects the Indian Society.
We live in an attractive world and even more charming society. We are part of a culture where every morning we wake up to the voice of the morning news filling us in on the beautiful sunny weather outside, and at the end of the day, tired and hungry. We move slowly home, where our TV or computer are waiting patiently to be at service. In the world, life without technology feels totally impossible and life without media is simply unthinkable.
India has various cultures, religions and traditions. Therefore, a medium like TV can play a vital role in developing common understanding with the people and bring them closer, like movies, TV reinforces ideas, beliefs. For example- TV represents the messages on importance of girl’s education, marriage age, environment protection, energy conservation etc. Thus, it serves believable function. Television has more flexibility and mobility in its coverage due to audio-visual presentation. As Saxena says-
“Television in India has acquired today newer dimensions, greater popularity as a much wider reach. The moving images of television fascinate people, demand attention and eventually influence their thoughts and behaviors”.
Attraction of Radio in Media
Radio is generally used as a mass communication medium and has a great potential for spreading information as radio signals cover almost the entire population. Radio being a handy form of entertainment caters to a large audience.
Radio reaches the common man in urban and rural areas of India, though the use of radio is more among rural cities. It has advantages over the use of other mass media like television and newspaper in terms of being handy and easily available. It is the most transportable of the broadcast media, being easy get to at home, in the office, in the car, on the street or beach, almost everywhere at any time. Radio is helpful not only in informing the people, but also in creating understanding about many social issues and the need for social improvement, developing interest.
In India, radio with its access to the rural areas is becoming a powerful medium for advertisers. Because radio listening is so widespread that it has spread as an advertising medium for reaching local audiences. Moreover, radio serves small highly targeted audiences, which makes it a superb advertising medium for many kinds of specialized features for radio as mass medium is that it caters to a large rural population which has no way into TV and where there is no power supply. In such places, All India Radio’s programmes continue to be the only source of information and entertainment. Moreover, broadcast programmers come in 24 languages.Kapoor, Director General of AIR (1995) said-
“Radio is far more interactive and stimulating medium than TV where the viewer is spoon-fed. Radio allows you to think, to use your imagination. That is why nobody ever called it the idiot box”.
Importance of Mass Media in regular life
- Psychological
- Social
- Moral
- Cultural
Bernard Berelson an American behavioral scientists defines the impact of media as-
“Some kind of communication, some kind of issues brought to the attention of people under some kind of condition has some kinds of effects”.
Mass media is centrally involved in the production of modern culture. Reach of mass media is limited in India thus mass culture in our country is still by and large the one that prevails in our villages where over 77% of people live. Here, folk media is still predominant.
Advantages of the Media
Media is one of the most Influential entities we have in this world, with good reason. We rely on the media to provide us with information. The mass media has many roles in our world, and the most important role is providing us the news.
Helps spread News Faster
The news cycle has changed that how we put away the news forever. We no longer have to wait for the morning or evening news to get caught up on present events. There are many news channels which run 24*7 i.e. all the time in all the seven days.
Keeps us updated with current events whether we want to keep up with our area, state, country or world, the media is there to give us all the information we need to know. By media, we can be aware of what is going on in any part of the world, specially the parts that affect our everyday life. We can keep up with what’s going on all over the world in number of ways as well. If we want some quick news, organizations offer applications that can be downloaded in our phone. These applications give us breaking news notifications, so that you can always be aware about latest updates. If you have a long journey or important works, you can use radio to get your news. Generally, radio stations are that focus on lifestyle, news, current events and more.
Contact with family and friends with the help of social media, many people can communicate with their families or with friends. Actually people travel around the world and by this reason; They need a good way in order to not lose the contact with their families in their native country. So the world’s population uses electronic devices for their communication for example- Mobile phones, telephones, computers etc.
Function of Mass Media
Mass Media is the powerful medium that does not only influence today’s world but that also shape tomorrow. Mass Media performs essential task in order to cast its effect to the people and maintain the society.
Information
It is the main function of mass media. While information is power of knowledge it can be objective, primary, subjective and secondary. Media disseminates information mostly through news broadcast on radio, TV as well as newspaper or magazines. Moreover, advertisements are also mostly for information purposes.
Education
Media presents education and information side by side. It provides education in different subjects to people of all levels. They try to educate people directly using different forms of content. Dramas, documentaries, interviews and many other programs are arranged to educate people directly. Mass media is used as a successful tool for mass awareness.
Entertainment
It is one more function of mass media. Persuasion involves making influence on others mind. Mass Media power audience in varieties of ways. All people are not well known about it. Many of them become influenced or motivated unknowingly towards it. Hence, specific functions of mass media are explained below:
Surveillance
The function of mass media is to observe society closely. News about films is played at local theaters, stock market prices, new products, fashion ideas are examples of instrumental surveillance.
Interpretation
The mass media do not just give facts and data but also explanations and interpretations of events. News analysis, editorials are some examples of interpretative content. Such types of interpretative contents are prepared by those journalists who have knowledge of background information and strong ability.
Socialization
It is the transmission of culture. Media is the reflector of society. Whenever a person reads the newspaper or watches television, the individual knows how people respond on matters and what types of norms and values they perceive in the situation.
Conclusion
Thus, media is attractive and even more important in the lives of adults as well as children. We get great deals of information from the different forms of media such as newspapers, films and documentaries, journals, radio, motion pictures and more. Mass media plays a vital role in forming and reflecting public opinion, connecting the world to individuals and reproducing the self image of society. The mass media still plays a vital role in the social learning process and has power on how individuals acquire ideas, attitudes and change direction in society.
Work cited
Kang, Minjeong. “Media Use and the Selective Individual.” Communication Theories for Everyday Life. By John R. Baldwin, Stephen D. Perry, and Mary Anne Moffitt. Boston: Pearson/Allyn and Bacon, 2004. 201-11. Print.
Jeffries, Leo W., and Richard M. Perloff. Mass Media Effects. Prospect Heights, IL: Waveland, 1997.
Berger, Arthur Asa. The Mass Comm Murders: Five Media Theorists Self-destruct. Lanham, MD: Rowman & Littlefield, 2002.
Research on Marketing, Advertisements and Public Relations.n.d.
Thank you…
