Scope of mass communication is wide in nature.

For the advancement of world civilization,

the scope of economic activities is increasing day by day. Specifically after, the industrial
revolution rapid development is happening in trade, commerce and industrial sector. All
these have given emphasis to themass communication which is now so pervasive that it
may go up to social commercial national or international levels. However, the scope of
mass communication discussed briefly in below:

1. Trade and commerce: For massive production and sale mass communication helps
through wide circulation and publicity facilitates the organization to reach these
objectives in comparatively less time and expenditure.
2. Social affairs: Mass communication also helps to advance our social affairs.
Unexpected sufferings of people are sometimes caused by severe drought, a terrible
flood, war or any other natural calamities others will be known rapidly through mass
communication and take quick decision.
3. Human resources management: By the help of mass communication, semi
skilled workers become skilled and fit for the target job which is a scope of mass
communication also.
4. Political affairs: It has power for access to political affairs. To form public opinion on
some important political issue, political parties convey their feelings and arguments to
the general public through mass media like television, newspapers etc. Even
international politics also influence largely by mass communication through electronic
media.
5. State business: The annual plan, policy, program and procedure of a state are
circulated through mass communication and communication ministry of a state performs
a vital role here and uses various electronic media to serve their purposes.
6. Education: Education is another area where mass communication is widely used.
The mass education programmed undertaken by the Govt. Is being vigorously
conducted through television, radio and newspapers.

Media plays a vital role in shaping our society. It plays a crucial role in
mobilizing people to face challenging activities language being the first major
development in human society, helped to put an end to communication
problems. Thus emerged the oral and written forms of communication with the
advancement of science and technology, tools were devised for recording
massages and transferring them among and between individuals. Massages
that were being conveyed included symbols words, hence we had verbal
(words, symbols)and non verbal communication(Signs, gestures,
feelings).communication is the shuttling of massages and ideas between
individuals, where there is mutual gain till the goal is reached. Communication
comes from the latin word communis means to share. Communication is also
a social process.
Media uses channels to carry the massage. It includes not only the
mechanical devices but also the institutions that uses these machines to
transmit massages when we talk about the media of T.V, Radio, Newspapers,
Magazines etc. The media of radio. T.v, film, book publishing sound recording,
news papers, magazines and internet have the largest audience, employ the
most people and have the greatest impact and we are very much familiar of
these.
The media available to use are basically of two kinds. They are :
1) Using of modern means of communication.
2) Those which are known as traditional media.
The different media are :
1) Print printed word and pictures pictures mostly appeal to the sense of
sight.
2) Radio Sense of sound.
3) Audio Visual- which appeal to both visual and auditory sense.
4) Traditional Media folk dance, folklore, community singing, rural theatre.
5) Oral communication Public meeting, group discussions, individual
contacts.
6) Outdoor Media Printed word and visual.
Eg : Posters, Cinema slides, hoardings etc
Media uses channels to carry the massage. Media includes not only the
mechanical devices that transmit and sometimes store the massage but also
the institutions that use these machines to transmit massage when we talk
about the media of Television, radio, newspapers, magazines, sound recording,
film and also the technology that goes into producing and distributing
communication. The media of T.V, film, book publishing sound recording,
newspapers, magazines and internet have the largest audience, employ the
most people and have the greatest impact. They are also the ones with which
most of us are most familiar.
Scope :
There are two aspects of scope. They are : audience scope and subject scope.
Audience Scope :
It is necessary for the communicator to clearly identify the target audience of
the communication. It will also allow the communicator to tailor the
communication to the particular needs of the audience. The communicator
must make sure that the target audience is clearly identified. Communication
may be forwarded, or copied without the distribution list, at which point the
target audience definition is lost.
Subject Scope :
A communication should always clearly identify the subject scope of the
communication. It is the specification of the information covered by the
communication. It may be more useful to specify the scope in terms of what is
not covered by the communication. The scope of a communication should
appear as near to the start of the communication as possible.

Purpose :
A communication will always have a purpose. A good technical communication
will always have a purpose for the reader. Most technical communications the
purpose of the communication must be clear to the recipient of the
communication.
Communication opens scope like advertising, films, newspapers, magazines,
websites, T.V. channels, radio, corporate communications, press information
bureau, central information service etc. Doing a course in mass communication
requires a lot of skills, such as creativity, imagination, spontaneity, innovation
and flexibility. Any communication has a desired effect and it is the end of
communication only if this takes place, communication is effective.
Communication has effect. Noise is something that makes communication less
effective. To make it effective we have to have a dynamic interplay between
source, massage, channel, audience. It has short term and long term effect.
Changes in peoples knowledge, attitude, behavior and skill are long term
effect. Mass communication is a field interesting to be in and to make
successful career in:
1) Types of media and
2) Its advantages and disadvantages

Mass Media Advantages and Disadvantages

Television : It reaches more people than any other medium.
Cable T.V : Better equipped to target a specific audience both
psychographically and geographically more cost efficient, does not
reach as many people.
Radio : Able to target specific audiences with higher frequency of the
massage; need to buy 2-3 stations for good reach, not as expensive as
television.
Newspapers : communicates details about arts organizations events;
can geographically target a city or communities.
Magazines : Reach upscale audiences, higher quality graphics and
environment; based on a weekly, monthly publishing cycle, it is difficult
to develop an adequate frequency level.
Internet : Good support medium; communicates a lots of information for
events.
Mass communication industry holds a prominent position in the society today.
Its scope is very vast. Media becomes a part and parcel of daily life. We look
up to the media to gain an insight of what really is happening. Mass
communication keeps us informed, an educates us on the news that holds
significance in same way or the other. Without it, we would definitely have no
scope to grow or evolve.
The Mass communication industry provides exciting and well paying job
opportunities in agencies, print media, broadcasting media, visual media and
internet etc. The biggest advantages which is associated with the mass
communication industry is that it gives creatively inclined people a lot of
opportunities to explore and experiment.
An interesting field to pursue a career in, the field of mass communication is
definitely one of the leading industries which comes in with tremendous scope
for mass communication students. Mass communication courses encompasses
various streams. In general Media refers to various means of
communication. Mass communication has developed to be an integral aspect of
all our lives, without which, we could cease to exist as a well informed,
developed, civilized nation. The mass communication and the media industry
are always on the lookout of hardworking and skilled professionals.
Meanings :
Communication is the process of exchanging information through a common
system of symbols. It takes a Wide Variety of forms from two people having
face to face conversation to hand signals to massage sent over the world.
Common forms of communication include speaking, writing, gesturing and
broadcasting. Communication means to inform, tell, show or spread
information. When a person communicates, he/she establishes a common
ground of understanding.
Communication can also be defined as the process by which information and
feelings are shared by people through an exchange of verbal and non verbal
massages. It is also the creation of shared understanding through interaction
among two or more agents.
1) Communication is transfer of information from one person to another,
whether or not it elicits confidence. But the information transferred must be
understandable to the receiver G.G.Brown.
2) Communication is the intercourse by words, letters or massages fred
G.Meyer.
Mass communication is an area of study that is institutionalized in various
names like communication studies, communication sciences, communication
arts, media studies, speech communication etc. It is often recognized as a
backbone of our society. It is believed and said that it would be hard to
construct a modern society without its active involvement. These days a
number of private and government institutes offering mass communication
courses to the young aspirations and help them to make their career in any of
the media fields like journalism, advertising, radio and public relations etc.

There are different process of mass communication. They are :

Business communication:
The achievement of these objectives largely depends upon proper coordination
and integration of human effort in an organization. It is the process which
enables management to allocate and supervise the work of the employees. The
effectiveness of management largely depends upon the effectiveness of their
communication.
Characteristics of Business Communication :
Characteristics of Business Communication continuous process. A short lived
process needs proper understand leads to the achievement of the
Organizational objective Dispels misunderstanding.
Functions of Communication
Functions of Communication information : Information refers to the role of
communication in facilitating decision making and problem solving.
Informal Communication
Informal Communication when any one can tell anyone else anything informally,
the result is a rapid flow of information along what is commonly known as
grapevine.
Grapevine Communication
Benefits, Limitations and guidelines
Miscommunication
Miscommunication organizational structure : All organization irrespective of
their size, have their own communication techniques and each nurtures its own
communication climate.
Incorrect choice of Medium :
Choosing and inappropriate communication medium can distort the image and
block the intended meaning.
Information overload : Too much information is bad because it reduces the
audiences ability to concentrate on the most important part of the massage.
There are two significant reasons for any massage to become complex in a
business setting. One, the difficult nature of the massage and the other, the
difficulty in understanding it.
Steps to reduce Miscommunication
Step to reduce Miscommunication consider seriously the recipient of our
massage. We should think about how to send the massage i.e we should mode
the verbal or written. We should follow up our verbal massage with a written
statement.
In Biology Symbiosis is defined as the association of two organisms for mutual
benefit. In media the Television and film industries demonstrates what we
might call a form of symbiosis. Although spoken of individually, those media do
not exist in a vacuum. In the future, we are likely to see more examples of the
synergy that exists among all communication media.
HSS- I - Journalism 34 S p e c i m e n Unit 2 Mass Media and Society Introduction You
have learned in the previous unit that no social activity is possible without
communication. Can you imagine a world without media? Certainly not! They play vital
roles in our daily life. The basic mission of mass media is to create ties in human
society. It may be at personal, national or international level. In the modern world,
media have some more roles to play. They inform, entertain, educate, set social
agenda, shape our political system, form public opinion, support public demands,
reveal social realities, transmit culture, create new trends and prosper cultural values.
To have a better understanding of the role of media in our society, we need to learn the
types of mass media, their features and functions. Similarly, as responsible citizens, we
shall be able to watch the functions of media by acquiring media literacy. From this unit
you learn various types of mass media and the way they influence our society and
reflect our culture. Also, you will learn how to use media in a sophisticated and
responsible way by acquiring media literacy. At first let's discuss the types of media
and their characteristics. Key Concepts Types of Mass Media Characteristics of Mass
Media Functions of Mass Media Media Literacy Mass media and society 35 S p e c i
m e n Types of mass media Mass media can be classified according to their physical
form, the technology involved and the nature of the communication process. The
general classification on this basis is as follows: a. Traditional Media b. Print Media c.
Electronic Media d. New Media Traditional media Traditional media are the oldest of all
other media and are connected with the folk art forms of the society. Every country has
its own unique folk art forms, as we haveTheyyam, Padyani, Oppana and Margam Kali
in Kerala to express our cultural messages. They connect people with their rich
heritage and tell the stories of the past to the present generation. The folk art forms
are closely related with the rituals of agrarian and marginalized groups. These
traditional art forms like songs, dances and other performance in such societies are
considered as traditional media since they inform, educate and entertain people by oral
tradition. The origin of rural theatre and street drama is rooted in folk art forms. India is
rich with folk art forms and oral tradition of communication. Like other states in India,
Kerala has a rich collection of folk art forms. Theyyam, Thira, Chavittu Nadakam,
Pulluvanpattu, Thumbithullal, Kalampattu, Balikkalam, Kakkarassi Nadakam,
Kalamezhuthu, Nagappattu, Oppana, Kolkali, Dufmuttu, Arabanamuttu, Mudiyettu,
Margamkali, Gadhiga, Parichamuttu, Koithupattu are some of them. Characteristics of
traditional media The following are the general features of traditional media. The
nature of each medium may change depending on its type and cultural context. HSS- I
- Journalism 36 S p e c i m e n Fig. 2.1 Various Folk media forms in Kerala 1. The stage
for performance of traditional art forms is natural, known and friendly. 2. The
performers and the audience are known to each other. 3. The contents are simple and
familiar. 4. Unlike other modern media, people never get tired of them. 5. The
performances are spontaneous and most often made on the spot. 6. The performer can
make changes in the content according to the level of the audience. 7. The traditional
arts and folk arts combine several art forms like dance, music, songs and theatre to
attract audiences. Let us do Prepare a chart depicting the photographs of different folk
art forms in India. Mass media and society 37 S p e c i m e Print media Johannes
Guttenberg's movable metal types facilitated mass n production of printed materials.
As a result, press and publications spread rapidly across Europe and later to other
continents. Mass production of printed documents led to democratization of knowledge
and thus education was made accessible to common people. It was exactly a revolution
because till then knowledge was considered the property of the elite. For several
centuries, print media served as the major means of communication reaching a wide
audience. Major forms of print media are : a. Newspapers b. Magazines and periodicals
c. Books Newspapers As a mass medium, newspapers influence people in many
significant ways. Capability to be used for future reference make newspapers favourite
medium of the people. Diversity of content is another feature of this medium. It can
carry a rich mix of news, features, articles, columns, cartoons, graphics, editorial, etc.
Readers can select what they want from the entire content. Characteristics of
newspapers Primarily newspapers are print media even though digital age offers online
newspapers and e-newspapers. That is why it has all the features that any print
medium has. Major features of news papers are given below: Check Your Progress
Identify any five folk art forms performed in our state. What sense do the term
traditional media convey? State the characteristics of traditional media. HSS- I -
Journalism 38 S p e c i m e n Predominance of news-oriented content: There are three
types of content in newspapers: news, views and advertisements. Of these news
overshadows the others because newspapers are primarily meant for the dissemination
of news. Regular periodicity: Newspapers may be published daily or weekly.
Periodicity may vary but, regularity should be kept. Every newspaper keeps a particular
regularity in publication. Future reference facility:Being a print medium, newspapers
can be kept for future use. This archive ability makes newspapers one of the main
sources of historical research. Choice of the time of use: Unlike television and radio,
we can read newspapers at any time. Some read in the morning while others in the
evening after work. This facility increases the popularity of newspapers. The literates'
medium: Unlike television and radio, newspaper demands literacy from the part of the
audience. Low cost: Compared to other media, newspaper is a cost effective medium.
Anybody can afford a newspaper and use everywhere. Electronic media requires power
supply and the new media need digital technology. Textual medium: Text is the soul of
newspapers, though they carry images and graphics. Multiple users: Many readers
can read a copy of the newspaper simultaneously or separately. Peking Gazette of
China, London Gazette of Britain, Avisa Relation Oder Zeitung of Germany, Publick
Occurrences of America, Daily Courant of Britain etc. were some of the early
newspapers published in Fig. 2.2 Group reading of newspaper - A common scene at tea
shops in Kerala Mass media and society 39 S p e c i m e n the world. The first
newspaper published in India wasThe Bengal Gazette by James Augustus Hicky on 29
January 1780. In Kerala, Rajyasamacharamis the first newspaper published in
Malayalam by Dr. Herman Gundert on June 1847 from Thalassery. Let us do Prepare a
class room wall newspaper highlighting the important events in your school and
premises. Magazines Magazine is originally a French word which meansstore house. In
journalistic terms, magazine is a collection of materials like stories, poems, and other
items.The Spectator published by Joseph Addison of England in 1711 is considered to
be the first full-fledged magazine in English. Usually they cover non-news items though
there are news magazines too. Magazines contain a variety of topics like current affairs,
business, women, children, finance, gadgets, photography, science and technology,
education, career, health, luxury, life style, beauty, fashion, entertainment and travel.
Magazines are considered the mass medium that spread culture and nationalism.
Industrial growth after the industrial revolution and the market boom led to an influx of
advertisements to mass media. Magazines benefited from this opportunity. Frank
Munsey, an American magazine owner showed advertising could pay most of
production costs of a magazine. Its low price attracted millions. This is how magazine
industry expanded as lucrative business in media sector. Sensational news, private life
of celebrities, novels and short stories etc were the most favoured items in magazines
in the early 20th century. In the later part of the Fig. 2.3 Reading magazine in a relaxed
mood HSS- I - Journalism 40 S p e c i m e n 20th century, wide reach of television posed
challenges to magazines as television began to broadcast visual adaptations of the
sensuous and entertainment mix of magazine contents. Characteristics of magazines
What makes magazines different from newspapers? Let's look at some distinctive
features of magazines. 1. Magazines are published at regular intervals. According to
their periodicity, magazines are categorized as weekly, biweekly or fortnightly,
monthly, bi-monthly, quarterly, halfyearly and yearly. 2. Unlike loose sheets of
newspapers, magazines are produced as bound volumes. 3. Most of the magazines are
meant for light reading and mainly for entertainment, rather than serious reading for
information gathering as in the case of books and newspapers. 4. Magazines contain
diverse contents ranging from poems to comics and cartoons to photo features. 5. They
most often target audiences with distinctive characteristics. 6. Magazines generally
focus on special areas like culture, politics, current affairs, health, wealth, women's and
children's life. 7. They are printed in high quality paper as they are to be used for a
longer period. Newspapers are printed using cheap newsprint material as they are
meant for one-day use. 8. Normally, magazines do not have different editions as in the
case of newspapers. They have only one print cycle, except for some international
news and financial magazines likeNews Week, Time, Forbes and Fortune which publish
various regional editions for Asia and Africa. Mass media and society 41 S p e c i m e n
9. They provide room for in-depth analysis and criticism as the publishers get more
time for preparation. 10. Magazines are easier to preserve than newspapers. Books The
Papyrus (from which the word paper is derived) rolls of the Chinese are considered the
ancestors of modern books. The concept of books existed in China and in Babylonian
way back in 3000 B.C. The Chinese used papyrus rolls made of bamboo strips while the
Babylonians used clay tablets for writing. In Rome, animal skins were used to prepare
books. Though the introduction of paper popularized books, the absence of easy
printing method blocked their mass production. Earlier books were hand written and
were called manuscripts. The printed books appeared in 868AD. The first book in India '
'The Spiritual Compendium of the Christian Life' was printed in 1561 and the first one in
Malayalam 'Sampkshepa Vedartham' in1772. Characteristics of books What
differentiate books from other types of media? Let's us discuss. 1. Books are portable
and compact, and thus have an advantage over other media forms. 2. Unlike other
print media, books most often deal with a single Let us do Prepare a list of as many
Malayalam magazines as you can and categorize them according to their areas of
focus. Fig 2.4 Reading library books HSS- I - Journalism 42 S p e c i m e n subject. Thus,
we can read books piece by piece for days or weeks with convenient intervals, without
losing concentration. 3. While newspapers and magazines get old soon due to their
time limitations, books remain afresh since they deal with subjects significant for a
longer period.

4. Unlike magazines and newspapers, books are stored for longer period in public or
private libraries.

5. Content in the books is in an organized manner so that readers can have access to
the interested parts easily.

6. They have index which helps the reader some sort of navigation from one subject to
the other.

7. Books are stored for future reference.

8. They are published after adequate verification and research. So, the content of the
books is more authentic than that of newspapers and magazines.

9. The language level of the books is audience specific or subject specific while
newspaper or magazine language is general in nature, intelligible to larger groups of
people. Let us do Based on the discussions above, prepare an assignment on the
common characteristics of print media.

Check Your Progress What are the common print media available to us? Mention
any five features of print medium. Which print medium attracts you the most? State
your answer with suitable reason. Mass media and society 43 S p e c i m e n Fig. 2.5
Watching film in a cinema hall Electronic media The history of electronic media starts
with the invention of cinematographe by Lumiere Brothers who conducted the premier
show of cinema in 1895. Later radio was invented by Guglielmo Marconi. The first radio
station was set up in Pittsburg, New York and Chicago in the 1920s. Following this, the
European countries also started radio stations for broadcasting news and
entertainment content. The colonial powers like Britain and France set up radio stations
in Asian and African countries in the early years of the 20th century. Television
broadcasting was initiated in the US on an experimental basis during 1920s. But, the
dramatic impact of television as a mass medium began only in 1950s. Parallel to these,
recording industry also boomed in the western countries. In short, the term electronic
media mainly include 1. Film 2. Radio 3. Television Film The Lumiere brothers made
their first film La sortie des usines Lumiere (Workers Leaving the Lumiere Factory) using
the camera patented by them in 1895 at the Eden Theatre in France. This minute-and-
a-half-long movie depicted workers coming out of the factory during their lunch break.
They named their invention as Cinematographe. It is from this word we get the term
'cinema' for moving pictures. At first it was the age of silent movies. The first feature
film made on the Indian soil is Raja Harischandra, directed by Dhundiraj Govind HSS- I -
Journalism 44 S p e c i m e n Phalke in 1913. It was based on the story of King
Harischandra. Vigatha Kumaran (The Lost Child) directed by J C Daniel, is the first film
in Malayalam. Radio Guglielmo Marconi of Italy invented the mode of transmitting
sound signals without using wires. By 1901, Marconi succeeded in creating a wireless
communication link between Europe and North America. Later in 1906, Lee Forest and
John Fleming invented vacuum tube, which made clear transmission of voice possible.
This led to the first ever radio broadcast in 1906 in USA. Later, radio stations were
started all over the world. In India, radio broadcasting was started by amateur radio
clubs. In June 1923, the Radio Club of Bombay made the first ever broadcast in the
country. In 1927, the Indian Broadcasting Company (IBC) was formed. In 1930, the
government took over their transmitters and formed the Indian State Broadcasting
Service (ISBS). In 1935, Lionel Fielden of BBC assumed charge as the first Controller of
Broadcasting in India. In 1936, the Delhi station started functioning. The same year the
company was renamed as All India Radio (AIR). From 1956 onwards AIR got another
name 'Akashvani'. The Sanskrit word 'Akashavani' meaning 'celestial announcement'
was coined by M.V.Gopalaswamy. On March 12, 1943, Sri Chithira Thirunal Balarama
Varma, the Maharaja of Travancore inaugurated the Travancore State Broadcasting
Station in Thiruvananthapuram. It was the first radio station in Kerala. Later, the station
was merged with All India Radio. Television The word television literally means seeing
things from distant places. In April 1925 John Logie Baird of London had set up his
television apparatus in a London department store and demonstrated the first crude
functioning of television. Television was started as a modest affair in India on
September Mass media and society 45 S p e c i m e n 15, 1959 when the AIR set up an
experimental television service in Delhi. It was soon converted into a full-fledged
telecasting station. Thus begins the age of telecasting in India. A major milestone in
the history of Indian television was the coverage of the Ninth Asian Games in 1982
which turned television transmission in India from black and white to colour. Now the
television field in India is flooded with wide variety of channels - news, entertainment,
religious, sports, cartoon, movie and music channels. Most of them telecast
programmes round the clock. Television was introduced in Kerala with the
commissioning of a Low Power Transmitter (LPT) of Doordarshan on November 19, 1982
in Thiruvananthapuram for telecasting the Asian Games held in New Delhi. On January
1, 1985, regional television became a reality with the commissioning of a full-fledged
Programme Production Centre in Thiruvananthapuram at Kudappanakunnu. In 1993,
Asianet, the first private television channel in India began telecasting. Indiavision, the
first Malayalam news channel started telecast in 2003. Characteristics of electronic
media Given below are some of the general features of electronic media. 1. Radio is a
medium for ears but television and films are for both ears and eyes. 2. One needs to
have some technical knowledge to use electronic media. 3. The technology of these
media is changing at a very fast pace due to frequent technological upgradations. Fig.
2.6 Watching television programme HSS- I - Journalism 46 S p e c i m e n 4. The
programmes in radio and television are available throughout the day. 5. Radio,
television and film are enjoyed by people with audiovisual disabilities and the
illiterates. 6. Satellite transmission makes electronic media programmes instantly
available over a wide geographical area. 7. Programmes in radio and television are
ephemeral in nature. 8. Live coverage is possible on radio and television. New media
The invention of the Internet and the World Wide Web opened up several new avenues
for mass communication which include e-mail, websites, podcasts, e-books, blogging,
social networking sites, Internet Protocol Television, Internet radio and the like. These
kinds of online and digital means of producing, transmitting and receiving messages
are called new media. The World Wide Web emerged as a powerful mass medium in
1990s. Web is the system that allows global linking of information modules in user-
determined sequences. Basically it is a collection of sites that use HTML (Hypertext
Markup Language) and HTTP (Hypertext Transfer Protocol) to connect each other and
that have access through browser, which is a programme for viewing web pages.
Internet Explorer, Mozilla Firefox, Google Chrome are examples of browsers. Tim
Berners-Lee is the master mind behind the World Wide Web. His invention of hypertext
materialized the Check Your Progress Identify the mass media which come under the
term electronic media. What are the characteristics that make television a unique
medium? Name the first feature film produced in India. Who invented radio? Mass
media and society 47 S p e c i m e n Let us do Prepare a chart of social networking
sites. The chart should contain name, logos, history and features of the sites. dream of
browsing documents on millions of computers connected through the Internet. We use
search engines, like Google, to find information on the Internet. Social networking is a
major facility available in new media format. Social networking is defined as a social
structure connecting relationships between individuals or organizations. A social
networking site is an online platform where a user can create a profile and build a
personal network that connects him or her to other users around the world. Social
networking sites allow you to meet other Internet users directly. Facebook, Twitter,
Linkedin and YouTube are some such sites. Fig. 2.7 A New Media user Characteristics of
new media The features of new media change rapidly in tune with the new
developments in communication technology. Let's discuss some fundamental
characteristics of new media. 1. The new media facilitate instant interaction between
senders and receivers. Thus, this medium gives us the latest developments of events
without any delay. 2. If internet connectivity is available, one can access new media
from any part of the globe. 3. The new media contents are written in a hyper textual
language, using hyperlinks. Thus, the users are gifted with large resources of data. For
example, one can link to all sister HSS- I - Journalism 48 S p e c i m e n publications of a
newspaper from its home page. Multiple pagination facility enables websites to
combine hundreds or thousands of web pages. 4. As the content is stored in digital
format, new media are highly technological and upgraded frequently. 5. Above all, new
media facilitate convergence of the various types of content like audio, video, text,
image and data on a single device. This phenomenon is c a l l e d a s media
convergence. Check Your Progress Identify the popular social networking sites.
State the characteristics that make new media the fifth estate of the present century.
Expand HTML Media Convergence is the process where several media channels or
formats come together to exist and operate in synergy in a single device. It is a merger
of different mass media. Convergence of media is visible in every one's life. For
example, now we use mobile phones to talk to friends, listen to music, watch movies,
send mails, surf the web, read newspapers, take photographs or videos and to do
more. Earlier we used separate devices like tape recorder, radio, newspapers,
television, still cameras and video cameras for these activities. Fig. 2.8 Media
Convergence Mass media and society 49 S p e c i m e n We have learned the major
types of media and their characteristics. Now let's examine their functions in our
society. Functions of mass media In a society like ours, mass media have a responsible
role to play in fostering democracy, plurality and communal harmony through the
functions listed below. 1 Information and education. 2 Socialization 3 Entertainment 4
Political awareness 5 Cultural transmission 6 Catalyst to development After having a
discussion on these ideal functions of mass media in any society, you will be able to
analyze how our mass media perform their functions in our own society. Information
and education functions Mass media carry a lot of information which are essential for
our day to day life. We get examination results, weather forecasts, current affairs,
traffic regulations, alerts, precautions, government policies etc. from mass media. The
core of media's information function is performed by the media content called news.
Good media try to carry accurate, objective and complete information since biased or
incomplete reports will keep the audience away from the media. Mass media are mass
educators too. Education is systematically organized information with predefined
objectives. Schools and colleges are the primary source of formal education in our
society. After finishing their formal education, members of the society depend on mass
media for life-long education. They provide the society with updated educational
content on a wide variety of HSS- I - Journalism 50 S p e c i m e n subjects at the lowest
cost. News based contents like reports, features, photos, cartoons and editorials and
non news contents like advertisements educate people about the newest trends in their
surroundings. Mass media assist formal education system also, by publicizing
information on educational programmes, publishing special educational supplements
and inspiring society to acquire higher education. Educational supplements published
by various Malayalam newspapers, educational television and radio channels are
examples for educational services of mass media. Socialization Mass media function as
an agency for socialization. Socialization means empowering people to acquire norms
and experiences of the group as a whole, to maintain cultural consensus and
communal harmony. It is through mass media that we know the cultural and social
norms of various groups in our society. On the basis of this information, individuals
honour others and behave according to the common values and thus create an
integrated society. Entertainment We all need entertainment to break the monotony of
our hectic, stressful life and divert our attention from the troubles and tensions. All
media have entertainment content. Newspapers publish cartoons, comics, puzzles and
special weekend supplements. The lion's share of magazine content such as short
stories, novels, satires and comics are also intended to entertain the audience. Movies
Education supplements Recently, mass media in Kerala directly participated in our
educational system by publishing educational supplements for school children.
Education Plus ofThe Hindu, Padippura of Malayala Manorama, Kutty.com of
Mathrubhumi, Velicham of Madhyamam, Aksharamuttom of Deshabhimani are
examples. Moreover, we have a number of educational TV channels. VICTERS channel
of IT @ School Project of Kerala Government, Vyas Channel of the Consortium of
Educational Communication under the University Grants Commission and Gyandarshan
of Doordarshan are some of such efforts. The Gyanvani is an educational radio channel
of Indira Gandhi National Open University (IGNOU). Mass media and society 51 S p e c i
m e n are another big stock for entertainment. Broadcast media such as television and
radio primarily concentrate on entertainment function through their programmes based
on sports, film, serials, music, dance, comedy, animation and fashion shows.
Nowadays, entertainment has become a big industry comprising motion picture
companies, music firms, theatre groups and game developers. Political functions If you
analyze the mass media, be it television or newspapers, most of their content,
especially news, is centered on politics in our society. We see our leaders criticize
officials and political leaders and advocate for better living conditions during panel
discussions on television. Similarly, journalists expose corruption, show up
developments, and condemn or praise political activities considering their merits.
Actually, these actions of the media make our democracy vibrant. Thus mass media
assume a key role in setting the agenda for the entire political system and policy
making by forming public opinion on various issues. This process is called agenda
setting function. Mass media do this by highlighting some issues and avoiding the
others. There are instances in which business tycoons and political leaders misuse this
agenda setting ability of media to keep their vested interests. Likewise, media keep
themselves alert about misdoings and violations. We call the mass media as watchdog
or guardian angel of democratic society. This function is as important as that of other
estates of democracy - the legislature, the bureaucracy and the judiciary. Thus the
media is regarded as the Fourth Estate of Democracy. Cultural transmission Mass
media are the bridge between our past and present. They report day to day affairs
which will become the history of tomorrow. The best records of modern history are
newspapers of yester years. We get our cultural tradition from history and we follow
the best of them. In keeping our culture flowing, media play a vital role. It focuses on
the genuine aspects of our culture and points out the undesirable trends. HSS- I -
Journalism 52 S p e c i m e n Do media have any role in introducing new life styles and
values? The answer is certainly affirmative. We all imbibe new fashions from films and
fashion magazines and television programmes. You might have watched various
programmes that introduce fashions, gadgets, food items, vehicles and the like. In
short, media enrich our culture in two ways: a. transmitting culture and heritage from
generation to generation and b. introducing and spreading cultural values across
various segments of the society. Development support communication You might have
seen reports in newspapers urging the authorities to build new roads and bridges in
your locality or campaigning for betterment of the living conditions of underprivileged
classes. Mass media report problems faced by people in different walks of life and
make the administrators aware of them. Media also make people aware of their rights,
the details of government subsidies, development policies etc. They point out the
merits and demerits of certain projects. In short, the media support development either
being the advocates of government -sponsored development or critics of What is
development? Nobel Laureate economist Amartiya Sen's view on development:
"Development must be judged by its impact on people, not only by changes in their
income, but more generally in terms of their choices, capabilities and freedoms; and we
should be concerned about the distribution of these improvement, not just the simple
average for a society." Dr. Mahbub ul Haq, economist defines that, " the human
development is not merely an expansion of income and wealth but a process of
enhancing human functioning and capabilities. The basic goal of development is to
create conditions where people can live meaningful lives." United Nations
Environment Programme (UNEP) defines Sustainable development as: " Development
which improves people's quality of life, within the carrying capacity of earth's life
support systems." Mass media and society 53 S p e c i m e Check Your Progress n
What is socialization? Explain the information and education functions of mass
media? How do media carry out the function of cultural transmission? Describe the
role of media in rendering the developmental support in nation building. This is how
media ought to work in a society. While they function in a perfect manner, socially
desirable acts like cooperation, tolerance, sharing, communal harmony and patriotism
will bloom in the society. But there are criticisms that mass media can provoke
behaviours that violate the prevailing desirable social norms. For example, some
communication media carry contents featuring pornography and violence. Research
studies show that over exposure to media contents, especially visual media contents,
featuring violence and criminality can provoke violent behaviour in viewers, particularly
among youths and children. Media can reinforce sex-role and communal stereotypes
that lead to sexism and communalism. Excessive advertising may manipulate people
into buying things they don't really want. Over exposure to media can have impact on
our most intimate and valued relationships since it consumes more and more of our
available free time. Excessive use of television may reduce community involvement in
various day to day issues and too much Let us do Listen / Watch an educational
programme in radio / television and attempt a review of it. development projects which
needs to be amended. This development oriented function of media is termed as
Development Communication. Development Communication has been recognized as a
specialized area in communication studies and research. HSS- I - Journalism 54 S p e c i
m e n of social networking may displace face-to-face relationships. Communication
media may affect physical health also. Over watching of television is associated with
obesity in children. Cartoons with rapidly changing images and extreme colors may
cause damages to brain and eyes. How can we overcome these ill effects of media?
Would we be able to use them for the welfare and development of the society? If
children use media intelligently will it help to mould their character? We all must strive
to find answers to these questions. A media literate person uses mass media with clear
objectives and in responsible ways. Let's know what media literacy is all about. Media
literacy Media literacy is the ability to understand how mass media work, how they
produce meanings, how they are organized and how to use them wisely. The goal of
media literacy is to develop a literate person, who is able to read, analyze and evaluate
communications in a variety of media. Media Literacy involves: learning to use media
wisely and effectively engaging in critical thinking while evaluating media messages
evaluating the credibility of information from various sources recognizing media's
influences on beliefs, attitudes, values, behaviours and the democratic process
achieving greater understanding and appreciating multiple perspectives learning to
express one's ideas using different forms of media. W. James Potter is a world famous
media analyst who had worked as the Professor of Media Studies in the University of
California, Indiana University and Florida State University. He developed Media Literacy
as an integrated approach to media studies Mass media and society 55 S p e c i m e n
Reputed media analyst, James Potter says that in this media rich world we live in two
worlds: the real world and the media world. The media world bombards us with
messages, often with sublimity, that invade our real world space. Media messages are
multi-layered and not always what they seem to be. A media literate is able to unwrap
these layers and choose what he/she wants to believe, reclaiming the ability to
perceive the real world. Now you have got a clear picture of the different mass media
and their functions, as well as the ways by which you should use them. You need not
mug up all that media present before you. A critical reading of the media makes you
more responsible. Responsible media foster democracy and ensure development. Let
us do Take a keen watch on messages in an advertisement. Evaluate its aim, target
audience, effect, appeal and gender perspective. Let us sum up In this chapter you
have learnt that mass media is an inevitable part of our society. Mass media is all
around us in the form of newspapers, magazines, books, radio, television, film and
recently new media. Their characteristics, functions and convergence is also dealt in
detail. They give us a lot of information, educate the masses, entertain our society
through various means and also set some social agenda. Mass media are an essential
entity for a democratic political system. They are also an effective tool for creating
public opinion and support public demands. Mass media reveal the social realities
before its audience. They help in transmitting culture from one generation to another.
We also discussed the need for every citizen to be media literate to use media in a
sophisticated and responsible manner. Significant Learning Outcomes This chapter
enables the learner to identify the various types of mass media analyse the
characteristics of various mass media understand the ideal functions of mass media
HSS- I - Journalism 56 S p e c i m e n examine the common criticisms against the
mass media understand the concept of media literacy Let us assess 1. Laymen use
the term 'mass' in different contexts like mass audience, mass petition, mass
movement and so on. As a journalism student state your views on the term 'mass'. 2.
'Society and mass media are interlocked'. Do you agree with this statement? Explain
with examples. 3. While returning home you may notice people in different walks of life
use media for various purposes. Try to depict five different situations of such use of the
media. 4. Do you agree with the opinion that mass media is essential for your daily
living? Justify your answer. 5. Compare the advantages and disadvantages of print
medium over electronic medium. 6. Would you prefer to watch a cricket match on TV or
listen to it on radio? State reasons. 7. A lot of changes in our society are the result of
effective media intervention. Can you cite any two changes from recent incidents? 8.
Suppose the media club of your school has decided to conduct a seminar on 'Media
Literacy'. As the secretary of the club prepare a speech about media literacy. 9. 'All the
messages in the media are constructed'. How far you agree with this statement?
Substantiate your views with suitable examples. 10. The press is considered the 'fourth
estate' whereas the social networking sites, advertisements and PR works as the 'fifth
estate'. Compare them in the light of the present day media environment. Extended
activities Conduct a seminar on the challenges faced by the various folk media forms
in the present day Kerala society. Make a list of the educational pull outs of
Malayalam newspapers and prepare a write up about their content highlighting their
nature, characteristics, strengths and weaknesses. If possible, conduct an interview
with a folk artist.