Module 1

Introduction to Mass Communication

MASS COMMUNICATION
Mass communication refers to a mode of communication that helps us impart or exchange
information with a large number of people. It refers to a mode of communication that helps us
impart or exchange information with a large number of people. This type of communication
happens through tools. Thus, it is the process of imparting and exchanging information through
mass media to large segments of the population. It is usually understood for relating to various
forms of media, as its technologies are used for the dissemination of information.

FORMS OF COMMUNICATION
Forms of communication vary in terms of participants, channels used, and contexts. The five
main forms of communication, all of which will be explored in much more detail in this book,
are intrapersonal, interpersonal, group, public, and mass communication. This book is designed
to introduce you to all these forms of communication. If you find one of these forms particularly
interesting, you may be able to take additional courses that focus specifically on it. You may
even be able to devise a course of study around one of these forms as a communication major. In
the following we will discuss the similarities and differences among each form of
communication, including its definition, level of intentionality, goals, and contexts. Following are
the different forms of communication.

Intrapersonal Communication
Intrapersonal communication is communication with oneself using internal vocalization or
reflective thinking. Like other forms of communication, intrapersonal communication is
triggered by some internal or external stimulus. We may, for example, communicate with our
self about what we want to eat due to the internal stimulus of hunger, or we may react
intrapersonally to an event we witness. Unlike other forms of communication, intrapersonal
communication takes place only inside our heads. The other forms of communication must be
perceived by someone else. Thus, intrapersonal communication consists of our thoughts, ideas,
opinions etc.

Interpersonal Communication
Interpersonal communication is communication between people whose lives mutually influence
one another. It builds, maintains, and ends our relationships, and we spend more time engaged
in interpersonal communication than the other forms of communication. It occurs in various
contexts and is addressed in subfields of study within communication studies such as
intercultural communication, organizational communication, health communication, and
computer-mediated communication. After all, interpersonal relationships exist in all those
contexts.
Interpersonal communication can be planned or unplanned, but since it is interactive, it is
usually more structured and influenced by social expectations than intrapersonal
communication. Besides, Interpersonal communication is also more goal oriented than
intrapersonal communication and fulfills instrumental and relational needs. In terms of
instrumental needs, the goal may be as minor as greeting someone to fulfill a morning ritual or
as major as conveying your desire to be in a committed relationship with someone.
Group Communication
Group communication is communication among three or more people interacting to achieve a
shared goal. You have likely worked in groups in high school and college, and if you’re like most
students, you didn’t enjoy it. Even though it can be frustrating, group work in an academic
setting provides useful experience and preparation for group work in professional settings.
Organizations have been moving toward more team-based work models, and whether we like it
or not, groups are an integral part of people’s lives. Therefore the study of group
communication is valuable in many contexts.

Public Communication
Public communication is a sender-focused form of communication in which one person is
typically responsible for conveying information to an audience. Public speaking is something
that many people fear, or at least don’t enjoy. But, just like group communication, public
speaking is an important part of our academic, professional, and civic lives.

Mass Communication
Public communication becomes mass communication when it is transmitted to many people
through print or electronic media. Print media such as newspapers and magazines continue to
be an important channel for mass communication, although they have suffered much in the past
decade due in part to the rise of electronic media. Television, websites, blogs, and social media
are mass communication channels that you probably engage with regularly. Radio, podcasts,
and books are other examples of mass media. The technology required to send mass
communication messages distinguishes it from the other forms of communication. A certain
amount of intentionality goes into transmitting a mass communication message since it usually
requires one or more extra steps to convey the message.

There are several mediums that facilitate mass communication. Them being:
- Electronic Medium: This consists all forms of media that uses electronic mechanical
energy to convey its message to the receivers. For example: Radio and television.
- Digital: Since the invention of the World Wide Web by English scientist Tim Berners-
Lee in 1989, the Internet has drastically taken over all types of mass media because of
its faster dissemination speed and higher digital technology. New Media is an interactive
two-way communication with users being the active producers of content and
information. The Internet is considered a highly interactive mass medium and can be
simply defined as the “network of networks”. It has quickly transformed into the centre
of the mass media as it has marvelously integrated all the prominent types of mass
media.
Forms of Digital Media
Websites
Emails
Social Media and Social Networking Sites (SNS)
Webcast and Podcast
Blogging and Vlogging
IPTV (Internet Protocol Television)
E-forums and E-books
E-commerce and M-commerce
Digital Videos
Computer Animation
Digital Video Games
Human-Computer Interface
Virtual World & Virtual Reality

- Satellite: Satellite communication is transporting information from one place to another

using a communication satellite in orbit around the Earth. Watching the English Premier
League every weekend with your friends would have been impossible without this. A
communication satellite is an artificial satellite that transmits the signal via a
transponder by creating a channel between the transmitter and the receiver at different
Earth locations.
- Interactive: This medium interacts with its user. Interaction over here refers to
responses via the feed. When a user feeds something into a system, the system reads,
registers and responds back. For example: various computer programs.

MEANS AND TOOLS OF MEDIA

Print: Print media is amongst the many forms of conventional types of mass communications. It
includes magazines, newspapers, weeklies, monthlies, books, novels, comics, journals, and
publications. Journalism is the core of print media as it is based on the production and
distribution of reports on events happening worldwide, be it for information or entertainment
purposes.
Print media hasn’t dropped its importance even with the introduction of digital platforms. Even
today, people love reading the newspaper while slurping their tea and solving sudoku while
travelling. In the times where people all around watch hours-long episodes of series on Netflix,
people haven’t lost their love for reading paperback novels. Thus one can see bookstores or
libraries almost on every street.
The print media have now updated to publish their content on digital platforms as well. It has
helped to have a wider outreach as every individual has access to mobile and the internet.

Broadcast: Broadcast media brought into existence a new era of mass communication and is
one of the numerous types of mass media. The invention of the radio and television changed the
world of journalism forever. This type of media comprises radio, television, recorded music, and
movies. Music records, which developed in the 1870s, set off to be the first non-print form of
mass communication.
Recording transitioned again in the 1950s with the invention of the LP (long play) vinyl record,
then eight track-tapes, followed by vinyl and cassettes in 1965. Compact discs (CDs) followed
were seen as the biggest invention in recorded arts since Edison.
Radio has been one of the oldest forms of mass communication which continues to exist.
However, with the digital uprising, online radio channels have been brought to light, which has
made them more accessible than FMs, which worked only on certain frequencies and network
connections. The invention of the Kinescope by Thomas Edison brought the phenomena of
motion pictures into existence.

Films: Film is a means of creative expression. It performs the functions of mass media. Such as
information, education, entertainment and transmission of culture. Films are widely popular
and their audio visual nature provides them a pervasive power for social influence.
Therefore, they have the potential to play an important role as a medium of entertainment,
information and education and as a catalyst for social change. Films are popular because they
entertain.
They are a facet of a mass culture and mass art. They generate mass mediated culture arising
from elite, folk, popular or mass origins
Module 2

Traditional Media and Folk Media

India is a country of rich traditions next only to Africa. It is rich source of different traditions
prevailing with several tribes and non-traditional communities. People depending on their
religion, region, castes, creed and language have their own culture comprising specified
customs, festivals and ceremonies which are clubbed with different ways of the communicating
system known as traditional folk media. It is known for its high credibility, wide variety of forms
and low-cost production besides easy availability in close proximity. It is transmitted from
generation to generation through verbal means alone. With the advancement of scientific
innovations and satellite communication, there is a sea of change in communication media
fortified with electronic gadgets that s very much powerful and quick in action. As a result, there
is a drastic reduction in the distance between the people living in distant villages, countries and
even continents. But still, the folk media is equally powerful among the rural communities
through their folk arts catering to the needs of its patrons. Its effect is equally good in the
transfer of technology to farmers in groups and mass, thus the importance of folk media in mass
media is worthy of praise even in modern India.

CHARACTERISTICS OF TRADITIONAL AND FOLK MEDIA

- Indigenous in nature. Generally rural in origin. Transmitted from generation to
generation through oral means alone.
- No source of confirming the authenticity of folk art. It has no grammar.
- Indicates and integrates the emotional behaviour of the practicing sector.
- Represents the practicing sector of region, religion, family or group that can be
differentiated from the other.
- Limited area of operation.
- Becomes victim to the on – slaught of modern foreign media occasionally.
- As long as the contents and formats satisfy psychological and social needs of people,
they will be carried forward by people themselves. Hence, the traditional media
communication can put fresh contents in folk media.
- Folk media will never die but continue in spite of several obstacles in modern age. Its
utilization has its impact even across cultural religions with blended forms and modified
contents.
- Traditional folk media have their own specific language, rhythm, music, style and form.
- It is very much cheap, easy and convincing comparatively than modern media.
- The folk arts as communicators will play definite and specified roles with traditional
skills obtained through generations on.
- Practice and experience under the guidance of elder artists.

THREATS TO TRADITIONAL FOLK MEDIA

The traditional folk media is fading away gradually if not, disappearing due to modern
electronic media such as film industry, radio, television, video, computers etc.

Reasons:
- At present, the attention of planners is much focussed on modern media.
- Direction of change from oral communication to technology based electronic media.
 - Change in social system such as urbanisation and increase in literacy rate.
- Expanding sources of financial and Human resources.
- Considering the traditional folk media as out dated and irrelevant by present
generations.
- Invasion of commercial organizations on consumer appetites through exaggerated
advertisements.
- Lack of encouragement to talented folk artists.
- Lack of proper understanding of traditional folk media and its nature by the present
generations.

ADVANTAGES OF TRADITIONAL AND FOLK MEDIA

The folk and traditional media have their routes in the tradition and experience of a large
majority of the population and also that they have a reach much more extensive than any of the
modern technological media. The folk media have certain clear-cut advantages;
- Personal contact: The appeal of folk media is quite personal and at an intimate level
because it has got direct influence on people.
- Language Familiarity: As in the case of colloquial dialects the familiar format and
content of mass media gives much clarity in communication.
- Rapport building: The different forms of mass media can be exploited to cater to the
needs of the people for immediate and direct rapport.
- Flexibility: The folk media is so flexible that new themes can be accommodated in them.
- Mixture: Indian folk forms are a mixture of dialogue, dance, song, humour, moralising
and prayer.
- Impact: Though the folk media attracts a small audience, the impact on them is at a
much deeper level inviting the audience participation.
- Entertainment: Moral instruction campaigned is with entertainment.
- Self expression: Being dramatic and lyrical, it satisfies our innate need for self
expression.
- Cultural Heritage: The tradition and culture of ancestors are preserved and
disseminated by the folk media in a lively manner.
- Spread of extension messages: Spreading of new ideas for the development of people
can be extended by traditional folk media through religious customs, festivals and
ceremonies which will force the people to accept and adopt the message of innovations
blindly.

LIMITATIONS TO TRADITIONAL MEDIA

Threat to traditional folk media is a regular with the development of film industry, radio,
television and video, the Indian traditional media gradually disappearing.
- Focus of attention of planners on modern media.
- Scale of reach to masses is very less unlike as in case of technology based electronic
media.
- Changes in social system such as urbanization and literacy rate leading to more
individual listening or viewing rather people are preferring community listening or
viewing.
- Considering the traditional media as out dated and irrelevant by the present generation.
- Traditional folk media is functioning mostly as unorganized sector.
- Even to revive traditional folk forms identification and selection of good artists is very
difficult.
- Lack of encouragement to talented artists in traditional media leading to decline of folk
media.
- Lack of proper understanding of traditional media and its nature.
- Range of choice of forms is very low.
Module 3

Media Convergence

MEDIA CONVERGENCE
Media Convergence simply refers to the merging of different types of mass media such as
Traditional Media, Print Media, Broadcast Media, New Media and the Internet as well as
portable and highly interactive technologies through digital media platforms.

The most popular examples of Media Convergence are:-

- Smartphones (converging camera, music, the internet, books, and all other media
together)
- Online Radio (converging radio with the Internet)
- E-books (converging paperbacks with the digital technology)
- News Websites and Apps

IIMPORTANCE OF MEDIA CONVERGENCE

Wondering why media convergence is important? It is important because it blends together
content, communication technologies and computer networks thus leading to the immediate
transformation of many established industries, services as well as work practices and through
all this, new forms of content are born.

Here are the key points why Media Convergence is important:

- It transforms the modes of communication, news reporting, and journalism. For
example, media journalism.
- It led to cross-media since a huge amount of content is now being accessed through
portable devices. For instance, news organizations no longer simply rely on print or AV
transmission.
- Many new media forms are born like news portals, podcasts, news feeds, blogging,
websites and mobile applications.
- The newly converged media platforms provide online access to the archives, and endless
opportunities for users to comment on the story or provide links to relevant material.

ADVANTAGES OF MEDIA CONVERGENCE

Media convergence has proved to be beneficial in the digital era which is filled with content
seeking our attention continuously. Here are the most important advantages of Media
Convergence:
- The instant availability of news and moment-based content is one of the top advantages
of media convergence between traditional media and new media.
- The content producers can specifically target the best audience or group they are aiming
towards by publishing customized content.
- With media convergence, the audience has also become the creator themselves. From
memes to social media posts, media convergence has truly been beneficial to integrate
audience on a global level.
 - Another important benefit of media convergence that it has broadened the limitations of
traditional media by blending it with new media, thus providing instant and latest
content on an international level.
- With the media convergence between traditional media and new media, the cost of
digital marketing has also become economical thus making this process beneficial and
affordable.

DISADVANTAGES OF MEDIA CONVERGENCE

While the advantages of this form of convergence focus on content integration, faster access and
international reach, disadvantages highlight the impact of convergence on consumers as well as
technology. Here are the major disadvantages of media convergence:
- Difficulty in assessing consumer responses and reactions scattered across diverse
converged platforms.
- More competition for consumer’s time and attention with various media platforms in
one device.
- Audiences often feel overwhelmed with massive amounts of information overload.
- The older generation and the disabled sections of the community find it hard to learn
the digital skills to use different types of media.
- Highly relied on technology and the internet thus the areas deprived of these two
aspects can face issues with using online information.
- Prone to cyber-attacks and malfunctioning.

3 Cs OF MEDIA CONVERGENCE
The 3Cs of Media Convergence are Computing, Communications, and Content. Media
Convergence unites these 3Cs of Computing, Communications and Content and is an immediate
result of digitization and promotion of the Internet. To put it even more simply, the convergence
of Content with Communication technologies and Computer Networks is what leads to Media
Convergence.

TYPES OF MEDIA CONVERGENCE

Media convergence is an umbrella term that can be defined in the context of technological,
industrial, social, textual, and political terms. These are the main elements of media
convergence.

The three main types of Media Convergence are:

- Technological Convergence
- Economic Convergence
- Cultural Convergence

Technological Convergence
Technological convergence is a term that describes the layers of abstraction which enables
different technologies to interoperate efficiently as a convergent system. It is when new
technologies are created and take over from past technologies and perform the same task in a
more efficient manner. Technological convergence is the combination of computing,
communication, and content around networked digital media platforms. It further aims to
convert existing media into a digital form of technology, for example, viewing a book online (E-
books, kindle).
We have compiled some of the basic fundamentals of Technological convergence below:
- Technologies convergence is when new technologies are created that mostly take over
or get upgraded from past technologies and perform the same task but in a more
advance manner, for example, people used to listen to music using the radio but now
technological convergence but now the convergence has evolved majority use
smartphones.
- Technological convergence is the tendency that as technology sometimes evolves
towards performing a similar task.

Economic Convergence
Just like the general definition of Economic convergence which suggests that countries with
lower GDPs are going to grow faster than countries with higher GDP, the Economic media
convergence allows a single company to target larger interest groups through various kinds of
media.
Some of its key features are:
- In Economic convergence large companies use old and new media to their advantage by
selling merchandise or the rights of the product.
- It is the horizontal integration of the entertainment industry companies such as Sony,
AOL, Time Warner now has an interest in film, TV books, games, and the internet, music
real estate, etc.

Cultural Convergence
This concept of media convergence occurs when two or more cultures adopt each other’s traits
and become more alike. Those Increasing similarities between cultures are not limited to beliefs
of consumer brands and media.
Some of the major forms of cultural media convergence are:
- Acculturation: When weaker among two cultures adopt traits from more dominant
culture , E.g. Indians mostly speaking the English language.
- Assimilation: When original traits of weaker culture are completely erased and
replaced by traces of more dominant culture e.g. war immigrants no longer speak the
native language.

TYPES OF MEDIA CONVERGENCE BY HENRY JENKINS

According to Henry Jenkins, the six types of convergence are technological convergence,
economic convergence, cultural convergence, media convergence, global convergence, and
organic convergence.
Henry Jenkins introduced media convergence theory in 2006 via his book ‘Convergence Culture:
Where Old and new media collide.’

Media Convergence
Media convergence refers to merging diverse media outlets, including traditional and new
media, to promote the program and media content. The traditional and new media have been
merged to adjust to new technology.
The new technology and culture have changed human lifestyles. The revolution of technology
stimulates media convergence. Technology adoption theories and models explain why and how
people accept new technology excessively. Additionally, technological and cultural convergence
forces the mass media to converge with other mainstream and new media.

Global Convergence
Global convergence is the process of geographically distant cultures influencing one another
despite the distance that physically separates them. Nigeria’s cinema industry, nicknamed
Nollywood, takes its cues from India’s Bollywood, which is in turn inspired by Hollywood in the
United States. Tom and Jerry cartoons are popular on Arab satellite television channels.
Successful American horror movies The Ring and The Grudge are remakes of Japanese hits.

The advantage of global convergence is access to a wealth of cultural influence; its downside,
some critics posit, is the threat of cultural imperialism, defined by Herbert Schiller as the way
developing countries are “attracted, pressured, forced, and sometimes bribed into shaping
social institutions to correspond to, or even promote, the values and structures of the
dominating centre of the system (White, 2001).” Cultural imperialism can be a formal policy or
can happen more subtly, as with the spread of outside influence through television, movies, and
other cultural projects.

Organic Convergence
Organic convergence is what happens when someone is watching a television show online while
exchanging text messages with a friend and also listening to music in the background—the
‘natural’ outcome of a diverse media world.

UNIVERSALIZATION
Universalization is another lesser-known aspect of mass media that has been highlighted with
convergence. Media convergence has led to the promotion of diversity and inclusion in our
world as we get to know about various cultures, their traditions and values and further learn to
imbibe a respect for every culture. Globalisation has played a central role in universalization of
cultures through media as the world is striving to become more inclusive of everyone,
irrespective of their culture, religion, gender, etc.
Here’s how media convergence has led to Universalization of popular culture:
- By providing open access to cultures around the world
- Increased cross-cultural consumption through digital media
- Promotion of pop culture on the Internet.
- Diversity and inclusion in media (be it through the content we consume or content
creators)
- The internet is an hybridization of cultures and identities as we consume content from
around the world and learn about diverse cultures.
Module 4

Impact of Mass Media on Society

Mass media is a diversified collection of media technologies that reach a large audience via mass
communication. The technologies through which this communication takes place include a
variety of outlets.
- Broadcast media transmit information electronically, via such media as film, radio,
recorded music, or television.
- Digital media comprises both internet and mobile mass communication.
- Outdoor media transmit information via such media as AR advertising; billboards;
blimps; flying billboards (signs in tow of airplanes); placards placed inside and outside
of buses, commercial buildings, shops, sports stadiums, subway cars, or trains; signs; or
skywriting.
- Print media transmit information via books, comics, magazines, newspapers, or
pamphlets. Event organizing and public speaking can also be considered forms of mass
media.
IMPACT OF MEDIA
- Marked effect/impact
- Influences one’s mind
- Has a long-lasting impression
- May lead to change or modification in action

Tools of mass media can change the following aspects about you:-
- Outlook/attitude
- Socialization
- Awareness

The media and its influential effect on the masses have increased exponentially in the past five
decades. Initially, the news and media channels were limited to the telegraph. The technological
inventions then found many channels to spread the news to the masses such as the radio,
newspapers, magazines, television, websites, and now mobile applications as well.

The mass media have become an inseparable part of society and the lives of citizens and that’s
why it is necessary to understand the mass media influence on people. From economy to
entertainment and from politics to beauty, everything is now influenced by mass media.

What is Mass Media Influence?

The effect of mass media on the actions, manner, and contemplations of individuals and
audiences is called mass media influence. This influence can be negative or positive.
- The negative effects of mass media on society can lead people towards poverty, crime,
nudity, violence, bad mental and physical health disorders and others as such severe
outcomes.
- For example, mob hitting innocents by getting carried away from the rumors spread on
the internet has been common. These unauthorized news headlines are the biggest
example of the negative impact of mass media on society.
- Furthermore, the cases of children killing innocents by acquiring weapons are
considered as one of the major negative effects of mass media on the children as they
usually get carried away by provoking news stories, action movies, and games.

Does It Mean The Mass Media Only Influence Audiences Negatively?

- No, there are also situations where positivity is the result of mass media influence. For
example, the people helping each other in the situations of natural disasters encourage
humanity and empathy in children and adults, so more volunteers come forward to help
the needy ones.
- The quiz-based games, educational news broadcast and similar programs emphasize the
positive effects of mass media which increase literacy in the audiences. Also, one of the
positive impacts of mass media on society is their right to information.
- Today’s generation is much more educated and aware of their rights and that helps
them gain various personal and professional benefits.
- People usually come across different pieces of information via direct or indirect
sources, but in any case, the mass media influence is clearly visible in society. From
educated to illiterate people are part of this wave and that’s why the responsibilities of
 the media people and controlling authorities increase. They have to be more careful
about the timing and approach of conveying news. The positive or negative effects of
mass media can be really crucial in some cases.
- This is one of the major reasons citizens face situations of news broadcast and internet
service ban during some sensitive situations in the city or state.
- Being a responsible citizen, make sure you cross verify any news coming across you
before spreading that to others as it can create a serious impact on society.

SOCIAL IMPACT
Using mass media, people’s attitudes and habits can be changed. For example all of us have
mistaken or wrong notions about various diseases like leprosy or HIV/AIDS. Many of us think
that by touching people suffering from these diseases we would be infected. You might have
heard on radio or watch television programmes or read messages which tell us that by touching
an HIV/AIDS patient we do not get infected.
Similarly, for eradicating polio there are special programmes and messages disseminated
through the media. They inform people about the need for giving polio drops to children and
about the day that is declared a polio day. Special arrangements are made to give polio drops to
as many children as possible on polio day.
Change would also mean things for the better. The concept of development of a country is again
a matter of change, when old practices and equipment are changed and new, better and more
efficient means are being used. Mass media play an important role in communicating this
change. By giving the necessary information, and sometimes skills, the media can help bring
about this change.
Mass media like television can demonstrate and show how things work. You would have seen
on television how a certain dish is cooked using modern kitchen equipment.

Mass media have made the world smaller and closer: The speed of media has resulted in
bringing people across the world closer.
Let us take an example. When you watch a cricket match between India and another country in
England, Australia or New Zealand, live on television, you feel you are part of the crowd in that
stadium. Events, happy or sad, happening anywhere can be seen live. Sometimes we feel that the
entire world is one big family. You might have heard the term “global village”. It means that the
whole world is shrinking and becoming a village. Wherever we go to any part of the world, we
see the same products such as soft drinks, television, washing machine, refrigerator etc. And the
same type of advertisements. Similarly, the World Wide Web and internet have brought people
and countries much closer.
Mass media promotes distribution of goods: Mass media are used by the consumer industry
to inform people about their products and services through advertising. Without advertising,
the public will not know about various products (ranging from soup to oil, television sets to
cars) and services (banking, insurance, hospitals etc.) which are available in the market as well
as their prices. Thus mass media help the industries and consumers.
Entertainment and informative: Mass media is one of the best means of recreation.
Television, radio, internet are the best means of entertainment and extremely informative.
Social media keeps us up to date with the happenings around the world.

We can sum up the functions of media as:

a) Media provide news and information required by the people.
 b) Media can educate the public.
c) Media helps a democracy function effectively. They inform the public about government
policies and programmes and how these programmes can be useful to them. This helps
the people voice their feelings and helps the government to make necessary changes in
their policies or programmes.
d) Media can entertain people.
e) Media can act as an agent of change in development.
f) Media has brought people of the world closer to each other.
g) Media promote trade and industry through advertisements.
h) Media can help the political and democratic processes of a country.
i) Media can bring in positive social changes.

The mass media occupy a high proportion of our leisure time: people spend, on average, 25
hours per week watching television, and they also find time for radio, cinema, magazines and
newspapers. For children, watching television takes up a similar amount of time to that spent at
school or with family and friends. While school, home and friends are all acknowledged as major
socializing influences on children, a huge debate surrounds the possible effects of the mass
media and findings both in favour and against effects are controversial.

Social reformers who have successfully used mass communication

Contribution of Journalism in Social Reform Movement

Great national leaders such as Mahatma Gandhi, Pandit Nehru, Raja Ram Mohan Roy, Bala
Gangadhar Tilak, Sir Kumar Ghosh, Bipin Chandrapal, Rabindranath Tagore, Subramaniam Iyer,
Rajagopalachari, and Prakasam Pantulu shaped the history of Indian journalism. Their tireless
and daring efforts, which were published in a variety of newspapers and magazines, resulted in
huge success, inspiring millions of Indians to join the cause for Indian independence.
- The fight for press freedom against the British government was a crucial part of India’s
national movement. There was also a steady increase in the number of vernacular
newspapers throughout this time.
- Jugul Kishore Shukla was the first to publish a Hindi newspaper, “Udant Martand,” in
1826. “Indian Mirror” was a popular Hindi newspaper.
- Many freedom fighters were at the vanguard of India’s liberation struggle, and their
work as journalists and editors cleared the path for the masses to join the campaign for
Indian independence.
- Raja Ram Mohan Roy, Lokamanya Bala Gangadhar Tilak, Sisil Kumar Ghosh, and
Subramaniam Iyer were only a few of the committed Journalists who guided the Indian
populace to participate actively in the Indian freedom struggle.
- Raja Ram Mohan Roy, who was born into an Orthodox Brahmin family in the village of
Radha Nagar in West Bengal, mastered a wide range of languages, including Hindi,
Sanskrit, Persian, Arabic, and Bengali, his mother tongue. Nehru refers to him as the
“founding father of the Indian press.” He made a significant contribution to Indian
journalism by fighting for press freedom against the British Raj. He edited and published
several journals. In 1821, he launched the journal “Sambad Kaumudi,” or “Moon of
Intelligence,” in Calcutta, to combat Christian Missionaries’ attacks on Vedanta
Philosophy. He also published a Persian newspaper, “Mirat UL Akbar,” or “Mirror of
News,” in 1822, but it was shut down in 1823 as a protest against the Press Regulations
 Act of 1823. Every Friday, the Mughal Empire’s official newspaper was issued. This
weekly afforded different events of national and international relevance more room and
coverage. He also published a religious newspaper, the Brahminical Magazine, to
counteract Christian religious preaching. “The Inquirer” and “Gyan Auneshin,” both
strongly associated with Ram Mohan Roy, represented the progressive Hindu
journalism school that dominated Bengal until 1891. In 1828, he created the “Brahmo
Samaj” in Calcutta. He also spearheaded efforts against social problems such as “Sati,”
polygamy, and child marriage as a social reformer. He also spoke out against the
discrimination against women’s property rights. He was also a supporter of press
freedom, believing that the press may serve as a link between the government and
society.
- The fundamental goal of the press during the Indian independence movement was not
to gain money but to raise awareness among the Indian people about the values of
freedom, nationalism, and patriotism. The press became more nationalistic during the
pre-independence period, and it had a bigger reach and horizon among the people. It
also fuelled the country’s well-known library movement.
- The library movement was not only limited to cities and towns, but also to certain
isolated villages where every person had the opportunity to read and discuss news
items such as editorials, articles, and various other columns. It aided Indian citizens in
developing some political consciousness, which led to their political participation in the
independence movement.

POLITICAL IMPACT
The modern media play a central role not only within the political processes of every type,
ranging from coverage of major political events and institutions to effects on campaigns and
elections but also in any individual’s life, providing many necessary information services as well
as offering possibilities for self-enlightenment and entertainment.
We live in a society that depends on information and communication to keep us moving the
right direction and do our daily activities like work, entertainment, health care, education,
personal relationships, travelling and anything else that we have to do. The media have a
powerful role as people have come to treat television, radio, newspapers, magazines and
internet as the basis on which to think and act in the world. Thus, media have a potential power
to influence peoples’ attitude, opinion and behaviour around many sensitive issues, such as
gender, ethnicity and age.
The communication of political information is an important process in the political system, and
the mass media play a central role in this activity. The mass media provide most of the
electorate with a framework for understanding past, present and future events. Yet there is
extensive debate about both the extent and the character of the impact of the mass media on
politics.
Some theorists believe that the mass media in Britain facilitate democracy by allowing a wide
variety of views to be expressed. Some believe that the media are anti-democratic because of
their power to manipulate the way people think about politics at home and abroad. Others are
more concerned with discovering the meaning of media content through analysing interaction
between media messages and the culture of specific audiences.
Many critics have accused the mass media of trivializing politics. Because different television
channels and newspapers find that they are competing for a limited number of viewers and
readers, there is the tendency to make the news more attractive by treating it as entertainment
rather than as a serious business.
The rise of new media has complicated the political media system: Legacy media consisting of
established mass media institutions that predate the Internet, such as newspapers, radio shows,
and television news programs, coexist with new media that are the outgrowth of technological
innovation. While legacy media maintain relatively stable formats, the litany of new media,
which includes websites, blogs, video-sharing platforms, digital apps, and social media, are
continually expanding in innovative ways.
Mass media designed to deliver general interest news to broad audiences have been joined by
niche sources that narrowcast to discrete users. New media can relay information directly to
individuals without the intervention of editorial or institutional gatekeepers, which are intrinsic
to legacy forms. Thus, new media have introduced an increased level of instability and
unpredictability into the political communication process.

Political leaders who have successfully used mass communication

Mahatma Gandhi
Apart from being a national leader and social reformer, Gandhi ji was a great communicator.
More than anyone else, he recognized that communication is the most effective tool to shape
opinion and mobilize popular support. He was successful because he had a latent skill in
communication that surfaced in South Africa where he had gone initially to set up practice as a
lawyer. The practice of communication started by him in South Africa gave him the clue to rally
millions of his countrymen when he returned to India.
Gandhi ji was associated with six journals, for two of which he was the editor. His first paper,
‘Indian Opinion’ was started in South Africa.
In order to ventilate the grievances of Indians and mobilize public opinion in their favour,
Gandhi ji started writing and giving interviews to newspapers ,He focused on open letters and
Letters to Editor, but soon realized that occasional writings and the hospitality of newspapers
were inadequate for the political campaign he had launched.
He needed a mouthpiece to reach out to the people; so in June 1903 he launched Indian Opinion.
It served the purpose of a weekly newsletter which disseminated the news of the week among
the Indian community. It became an important instrument of education. Through the columns of
the newspaper Gandhi ji tried to educate the readers about sanitation, self-discipline and good
citizenship.
The critics found very little to which they could object. In fact, the tone of ‘Indian Opinion’
compelled the critics to put a curb on his palm.
Gandhi ji launched Satyagraha against the Rowlatt Act and the massacre in Jallianwala Bagh. He
learnt in South Africa how important the press and public opinion could be in politics and had
taught himself how to use the written word most effectively.

Narendra Modi
Like many political functionaries, especially provincial leaders, Narendra Modi found himself on
the margins of this media “high society” till his elevation to the office of chief minister of Gujarat.
In his office and as a former party spokesperson with contacts in the national media, he could
have encashed many media IOUs. However, the events in Gujarat in 2002 and the national
media’s criticism of his handling of the situation ruptured that relationship.
The fact that many BJP leaders in Delhi were also critical of Modi’s handling of the Hindu-
Muslim tension in Gujarat, and Prime Minister Atal Bihari Vajpayee’s reported statement that
Modi had not adhered to “raja dharma” – a ruler’s code of conduct – encouraged many in the
national media to be even more critical of Modi than they may have normally been. Communal
clashes were not new to India. Many Congress chief ministers had presided over equally
dastardly events in their states and had not been as severely criticised for it as Modi was. Modi
was particularly incensed with a few Delhi-based journalists including Shekhar Gupta, Rajdeep
Sardesai and Karan Thapar. While Thapar had a close social connection to the Nehru-Gandhi
family and, with his bow tie and British accent, may have typified an elitism that Modi disliked,
the other two were viewed by the BJP as being close to Sonia Gandhi and other non-BJP
politicians.
It was understandable that during the election campaign of 2014 Modi and the BJP may have
wished to undermine the influence of these journalists with their audience. However, by
launching a sustained campaign against what he dubbed as “Lutyens’ media”, Modi and his
media strategists exaggerated the power and influence of Delhi’s English-language media even
as they sought to marginalise their influence.
Their strategy was direct marketing of Modi through social media. Modi became the first
politician to bypass mainstream media and deploy social media in his campaign to form a
government in Delhi. It worked.
Once in office, becoming the first PM in three decades to secure an absolute majority in the Lok
Sabha, Modi could have reached out to the power elite of the national media. He chose not to. As
in his campaign mode so too as head of government, Modi opted for social media to
communicate with his supporters.

ECONOMICAL IMPACT
They can facilitate trade, transmitting ideas and innovation across boundaries. The media are
also important for human development, bringing health and education information to remote
villages in countries from Uganda to Nicaragua. But as experience has shown, the independence
of the media can be fragile and easily compromised.
Media improves the efficiency of the economy by providing actors more and better information
with which to make decisions and improving stability.

How economics changes were brought by mass communication:-

- India’s media & entertainment (M&E) sector continued its strong growth through 2019,
growing at a percent faster than the Indian economy. Television still reigns supreme, but
digital is playing catch up.
- The Big Four accounting and advisory firm has been reporting monumental growth in
the sector for a number of years now, driven by a boom in the amount of online
engagement in India’s substantial population. Last year, the media & entertainment
sector grew by 9% to a value of nearly $26 billion.
- Growth is consistent with EY’s previous forecasts of media & entertainment progress. In
2017, the firm predicted that the sector would reach a value of $35 billion by 2021. The
latest estimates reflect a marginal downward revision and an extension of the time
period, with an expectation of $34 billion by 2022.

DEVELOPMENTAL IMPACT
The media can expose corruption. They can keep a check on public policy by throwing a
spotlight on government action. They let people voice diverse opinions on governance and
reform, and help build public consensus to bring about change. Such media help markets work
better.
Media improves governance by monitoring the actions of those in power and alerting the public
to corruption or abuse of trust. A strong, free, and independent media sector leads to lower
corruption levels Corruption acts as a tax on productive activities in an economy, leading to the
flow of resources to unproductive ones. An independent media that monitors those in power
and delivers accurate information to citizens has been shown to be an effective check on
corruption across multiple studies.
The media are also important for human, development, bringing health and education
information to remote villages. The success of agricultural development programmes in
developing countries largely depends on the nature and extent of use of mass media in
mobilization of people for development. The planners in developing countries realize that the
development of agriculture could be hastened with the effective use of mass media. Radio,
Television has been acclaimed to be the most effective media for diffusing the scientific
knowledge to the masses.

How the government has successfully used mass communication?

In a country like India, where literacy level is low, the choice of communication media is of vital
importance. In this regard the television and radio are significant, as they transfer modern
agricultural technology to literate and illiterate farmers alike even in interior areas, within short
time. In India farm and home broadcast with agricultural thrust were introduced in 1966, to
enlighten farmers on the use of various technologies to boost agricultural development.
With the main stream of Indian population engaged actively in agriculture, television could
serve as a suitable medium of dissemination of farm information and latest technical know –
how. The farmers can easily understand the operations, technology and instruction through
television.
Among the several mass media, newspaper and farm magazine are commonly used. They have a
vital role to play in the communication of agricultural information among the literate farmers.
Increasing rate of literacy in the country offers new promises and prospects for utilizing print
medium as a means of mass communication.
The print media widened the scope of communication. It is cheap and people can afford to buy
and read them at their convenience. It is a permanent medium in that the message are
imprinted permanently with high storage value which makes them suitable for reference and
research. Agricultural journalism is of recent origin in India. It came into existence just five
decades ago. It is now gaining importance, particularly after the establishment of agricultural
university in India technical information needs to be provided to the farmers at the right time
and in the right way, so that the productivity can be increased.
Media catalyses positive changes in society by providing the information that influences public
opinion. Media leads to increases in awareness and changes in behaviour across social issues. In
India, the Government uses print media to secure wide coverage of messages through various
newspapers and journals.
IMPACT ON CHILDREN
The influence of media on the psychosocial development of children is profound. Thus, it is
important for physicians to discuss with parents their child’s exposure to media and to provide
guidance on age-appropriate use of all media.

Positive Impact
- Increases academic skills: Educational programs help them get higher grades at school
and some programs. E.g.. Meritnation.com, Kidzania, National Geographic Kids, learning
games, educational TV shows like Dora The Explorer etc.
- Practical learning: Helps students in learning how to tackle and prepare for real life
situations.
- Blended learning: Mixed use of modern technology with traditional teaching helps in
teaching. E.g.. Using blackboard/books and projectors for PowerPoint presentations
while teaching.
- Develops literacy skills and numeracy skills: Children start learning letters of the
alphabet, to count or identify shapes through programs like Play School and Sesame
Street and educational computer games and apps like Teach Your Monster to Read.
- Develops social skills: Children start learning how to cooperate by watching TV
programs and using computer games and apps like Toca’s Tea Party and websites like
ABC for Kids that show prosocial behaviour. Joining online clubs can help children
practise using social media safely or playing computer games with friends and family
can help them practise turn-taking and cooperation.
- Intellectual benefits: Children develop problem-solving and critical thinking skills. E.g..
Brain games online like quizzes, puzzles, management games and memory games.
- Creative benefits: Some programs, games and digital media storytelling enhances
creativity of children as they develop skills in imagination, art, video-modelling, music
and media. E.g.. Bubble Draw.

Negative Impact
- Isolation: Children like to stay alone and sit with their mobile phones, computers or in
front of the TV all day. Due to internet, video games and TV, there is a lack of routine in
their lives. Also, online learning has resulted in students taking education for granted
and end up isolated.
- Antisocial behaviour: Children do not like to indulge in other activities and dislike
being with other people. They tend to avoid meeting new people and depicting normal
social behaviour. They prefer to play video games or watch cartoons and TV shows
instead of going outside and playing physical games with friends.
- Obesity: Watching excessive TV and playing games online leads to children becoming
obese, developing serious diseases at a very tender age. They tend to be lazy and dull as
they do not get enough physical movement.
- Dependent: Media has made the children lazy and unproductive as they entirely
depend on the internet to gain knowledge about something. There is lack of detailed
study and research and the students do not delve deeper to study subjects, like they did
 in the earlier times. E.g.. Thanks to Wikipedia and Google, students do not perform
individual research and study, depending upon the information given by these websites.

IMPACT ON EDUCATION

Traditional education

Students are:-
- More active
- Less exposure
- Better retaining capability

Modern education

Students are:-
- Dull and lazy
- Better exposure
- Rely on other tools for retaining information

NEIL MAROKI in his book, ‘Impact Of Internet In The Education Systems in the New Millennium’,
states that the internet has made our minds obsolete. According to him, we will soon not use our
minds and our thinking abilities will decrease gradually. This phenomenon is called ‘Erosion Of
Mind’. This will happen in the next few decades where children’s minds will become blank,
wipe-out and like a clean board all because of the excessive use of the virtual media.
One way media can aid teaching is through visual tools such as infographics or videos, which are
easy ways to communicate ideas quickly, stimulate discussion among classmates about content,
help clarify complex material by breaking it down into smaller segments that are simpler to
digest, allow for flexible pacing depending on the needs/interests of individual learners,
increase interest when using new information (i.e., make boring stuff ‘fun’), and provide a
common ground for critical thinking.
Additionally, online tools like wikis or blogs can create collaborative learning environments in
which students are actively engaged in the learning process.
Another way media can be used effectively in the classroom is by incorporating it into
assignments and assessments. For example, students might be asked to watch a news clip or
documentary related to the course topic and then write a paper about it, give a presentation, or
create an infographic summarizing what they learned. Alternatively, students might respond to
questions posed by teachers via social media platforms such as Twitter or Instagram. The use of
technology-based assessment tasks like these allows for different ways of demonstrating
mastery of content and provides opportunities for students to show what they have learned in
unique and innovative ways.

Benefits of Media
Media has a lot of benefits in both teaching and learning. The following are benefits of using
media in education:-
- Using media engages students and helps keep their attention focused on the lesson. That
is, it helps them stay engaged and interested in learning.
 - Aids student retention of knowledge because it allows students to read, watch, or hear
information multiple times in different contexts over time.
- Motivates interest in a subject, which is essential when teaching concepts that may seem
irrelevant at first glance or are challenging to connect with real-life situations.
- Illustrates the relevance of many concepts by showing how they apply in various aspects
of nature and human society.
- Provides an opportunity for teachers to discuss issues pertinent to today’s world, such
as cyberbullying or hacking.
- Increases the ability and proficiency of students in terms of critical thinking, writing,
and communication.

Disadvantages of Media
- Cyberbullying: This is when a person uses the internet to harass, intimidate or threaten
another individual, which is wrong and can have severe consequences for those
involved.
- Hacking: It’s illegal to access someone else’s computer system without permission with
an intent to steal information or gain unauthorized privileges. Both cyberbullying and
hacking come with many dangers that a teacher needs to consider before deciding
whether they want students to use technology as part of the classwork or activities. It
includes keeping up with changing trends, such as new forms of cyberbullying like ‘slut
shaming’ via social media sites. However, you can protect yourself and your students
from hacking and cyberbullying by using encryption and a security suite, such as McAfee
LiveSafe.
- Addiction to social media: Social media sites such as Twitter, Facebook, etc., can cause
addiction in students and even lead to depression which is a severe problem that
teachers need to be aware of.
- Privacy issues: There are many privacy concerns with using social media accounts,
especially if students or children share sensitive information where anyone from
strangers online to future employers can see it. Parents should therefore pay close
attention and monitor their child’s behaviour, both at home and while they’re at school.
- Security issues: Privacy is another issue that comes up when talking about social
media. If students are expected to have a Facebook account for school projects or
classwork, then teachers need to make sure they follow their company’s security
guidelines so information doesn’t get passed on to the wrong people and that only
authorized users can see what you post online.
- Decreases in face-to-face communication skills: While being online can be beneficial
for students who have a hard time communicating or staying focused in class, it is still
essential to make sure they know how to communicate effectively with someone face-to-
face.
- Spread of fake news: Due to the speed of social media, fake news can spread fast, and
students must be taught how to identify false information. It’s also just as vital for them
to know where they’re getting their information from so they don’t fall into believing
everything they see online without taking time to verify whether or not it’s true.
- May encourage cheating in schools: When teachers give out work through Google
Drive etc., some might ask other people inside or outside the school/classroom to help
them with completing these tasks instead of working on them themselves. This may lead
to thinking that this type of behaviour is okay when looking towards college or
 university settings, making success easier at the cost of proper learning skills once
graduated.
- Social media can ruin reputation: Students have to be careful with what they post
online because it can stay there forever and could potentially ruin their chances of
getting a good job or being accepted into a school if the admissions office does some
digging.
- Can create distractions in class: While social media can be helpful for students who
have ADHD or are struggling to focus, it can also be a distraction for those who are not
diagnosed with any mental disorders.
- Social media causes health issues: Depending on the time spent using social media, it
can negatively impact a person’s health, by causing eye problems, neck pain, obesity,
and more.

Overall, there are many benefits and disadvantages of using media in teaching and learning. As
technology advances, more new issues may arise, so teachers should constantly keep
themselves updated on these changes to make informed decisions about whether incorporating
media into their classes is suitable for them and their students.

IMPACT ON YOUTH

Positive Impact
- Simplification: Media has made life easy. It acts as a progressive tool. Eg. Using google
for research work, ordering food online like on foodpanda.com and swiggy, shopping
online using flipkart, amazon etc.
- Overall development: Helps in the all-round development of the youngsters through
education programs, mind development and prosocial behaviour enhancement through
TV and internet.

Eg. Brain Games on Netflix– This interactive series uses illusions and experiments to illustrate
how our brains manufacture our reality and often play tricks on us.
TED Talks on YouTube: It is a collection of some truly interesting videos covering a wide
variety of topics and subjects. It showcases the educational conferences and videos from
eminent scholars and scientists. A great learning experience!
Nat Geo Shows: Although Nat Geo has packed some of the best entertaining educational shows,
you can start with its episodes based on Tornadoes, Machines, FBI, and National Parks.

- Influences Outlook: Media has the power to change one’s mind and create an influence.
It transforms the attitude of the youth. E.g.. Elections, criminal cases shown on TV
influence the minds of the youngsters changing their opinions about things giving them
a new perspective. Ads like ‘Fair & Lovely’ make you believe that fair means beautiful
and you end up buying the product.
- Prime communicator: It acts as the medium to connect with people leading to better
interaction. E.g. Social media like Facebook, skype, FaceTime, Snapchat, Instagram,
WhatsApp etc.
- Empowers youth: Media lets the people form opinions and take decisions. It has
inculcated higher level of openness and confidence in young minds. Eg. Commenting on
social networking sites like Facebook about various events to share their opinions like
 the Syrian war or the terrorist debates, tweeting about celebrities on twitter and posting
whatever comes to mind on Instagram, Tumblr, twitter, Snapchat and much more.

Negative Impact
- Negative Behaviour: Movies glorify characters drinking alcohol, consuming tobacco
and doing drugs. This makes the youngsters believe that these acts allow them to gain
freedom. This leads to rebellious behaviour, aggressive nature, violent actions and
cannot make responsible decisions. E.g. Movies like Ek Villain (where protagonist
shows negative violent acts and is justified easily), TV shows and other online programs
where violence, drugs, alcohol usage etc. are shown as ‘cool’ and reasonable.
- Video games: Excessive use leads over a long period of time may lead to aggressive,
violent behaviour in teens. They get confused between the virtual world and reality and
imitate the actions in real life. They become insensitive, their moral judgement gets
impaired and they do not feel guilt. E.g. Games like Hitman, GTA vice city, Max Payne etc.,
depict killing, beating, thrashing and harsh behaviour.

An internet game called ‘Blue Whale’ claimed to exist in several countries, consists of a series of
tasks assigned to players by administrators during a 50-day period, with the final challenge
requiring the player to commit suicide. The term “Blue Whale” comes from the phenomenon of
beached whales, which is linked to suicide. It involves a series of duties given by the
administrators that players must complete, usually one per day, some of which involve self-
mutilation. Some tasks can be given in advance, while others can be passed on by the
administrators on that day, the last task being suicide. The list of tasks, to be completed in 50
days, includes waking up at 4:20 A.M., climbing a crane, carving a specific phrase on the person’s
own hand or arm, doing secret tasks, poking a needle to the arm or leg, standing on a bridge and
roof, listening to music, and watching videos sent to the challengers by the administrator.
- Antisocial personality disorder: Spending too much time on media, drifting away from
family and friends- drastically leads to this a disorder.
- Internet: Everything is available on internet and everybody can easily access it. We tend
to blindly accept facts online. Overuse can lead to obesity, low creativity, laziness,
dullness, depression, spoon-feeding. Dependency on the internet facilities is harmful.
For instance, you google your history research project, which is helpful for you but also
does not allow you to challenge yourself, verify authenticity or give exposure to
research. Using google maps to reach your destination helps you travel independently,
but it does not let you memorize the direction as you think there is no need to do so
since you have this app to use next time.
- TV: Movies and TV shows lead to a negative psychological impact on the youth. Reality
shows use vulgar language and show cheap behaviour. Eg. Big Brother, Bigg Boss, Splits
villa, The Bachelorette, Emotional Atyachaar, Roadies etc., these shows have become a
TRP increasing machine.
- Cyberbullying: Teens take pictures of peers, morph them and upload online on social
media sites. The victims end up undergoing depression, aggression, frustration and low
self-image. Sometimes, teens commit suicide. Eg. Amanda Todd case, 13 Reasons Why
series etc. Pornographic content exposure leads to rapes, molestations, teen pregnancies
and sexual harassment. These graphic videos may cause problems in the future for
youngsters.
IMPACT ON WOMEN
The effects that media has on women is that it creates low self esteem and self confidence due to
unrealistic beauty standards that is being projected on the media. Photoshop in the media is the
use of Photoshop to digitally alter photos, Photoshop is mainly used especially to enhance a
certain feature in a photo. Everyone tends to talk about how Photoshop is used especially in
creating that perfect or ideal woman for the media. Some images are changed to fit some very
un-human and unrealistic ideals that we view over and over again and see it as being a normal
standard.
The media shows us that there’s so much negativity and judgement towards women. That’s all
just the visual of the pressure we, as woman, feel to conform to the ideals given by media. Media
gives us this notion of the perfect women who looks and dress a particular way and because
women may not look that way, they’re scrutinized. The ideal vision of beauty is more extreme
today than it has ever been before. Before this, the perfection was mainly achieved through
cosmetics, but now, in this day and age, it is perfected through computers. It is sadly rare to see
a photograph of a beautiful woman that has not been altered digitally to make her inhumanely
perfect.
- Women’s Glorified, Domesticated, Objectified And Sexist Portrayal.
- Nevertheless, these depictions influence how women are perceived and treated in
society. Women are also given continuously decorative roles or as domestic caregivers
of family, reinforcing the gender dynamics in the family system.
- These electronic media, including news channels, can play a crucial role in the
reconstruction of women’s image, shaping gender norms, socio-cultural values, and
perceptions. However, mostly sensational news such as rape and violence against
women is given the spotlight, While more severe women issues are not taken up.
- Sexual objectification and commodification of women are prevalent in movies and
advertisements.
- Advertisements depict their version of women’s perfection – slim, fair complexioned,
glamorous, which sets a bad precedent among adolescents and young women.
- Advertisements, especially for home, kitchen, jewellery, sanitation, and hygiene
products, mirror the gendered view of society. Those ads depict women mostly as home-
makers, concerned only with maintaining their houses, beauty, and taking care of their
families.

IMPACT ON CULTURE

Mass communication influences both society and culture. Different societies have different
media systems, and the way they are set up by law influences how the society works. Different
forms of communication, including messages in the mass media, give shape and structure to
society.
Additionally, mass media outlets can spread cultural knowledge and artistic works around the
globe. People exercise cultural preferences when it comes to consuming media, but mass media
corporations often decide which stories to tell and which to promote, particularly when it
comes to forms of mass media that are costly to produce such as major motion pictures, major
video game releases and global news products.
The impact of social media on culture cannot be overestimated. It had a great influence on the
cultural changes in the society so that the role of men and women has been defined by the mass
media. In the process, it affected both intercultural and international communication.
Learning about other cultures through the media can create some stereotypes which can be
negative at times. The media plays an important role in educating the people and making them
familiar with some cultures so as to avoid stereotypes. Examples of stereotypes that have been
created by the media include portraying Muslims as terrorists and Africans as illiterates.
By educating the people about different cultures and emphasizing on the positive aspects, the
media can play an important role in constructing the cultures of different societies across the
world and in the process avoiding prejudice and stereotyping. The mass media has got a large
audience that gives a lot of power to influence many societal issues. The media advocates for
social concerns and enables communication and exchange of positive cultural values among
different societies.
Many ideas concerning male and masculinity have been constructed by the media. The media
portrays a man as brave and without emotions and women as fearful and emotional in
television programs and movies. The media forms the idea of a real man in the society as the
one who is aggressive and financially stable. Women are portrayed as housekeepers and the
children grow up with this information.
The media has constructed a new image of beauty which has continued to influence many
women and even young girls across the world. Since beauty has been associated with having a
slim figure, many women and young girls have become very enthusiastic with weight control
and have also been influenced to change their diet.
According to traditional cultures, it often a taboo to talk about sexuality with children but this is
bound to change because schools and parents are realizing that it is no longer sensible to avoid
talking to children about sex related issues. The media plays a very important role in ensuring
that societal norms, ideologies and customs are disseminated. Socialization has been made
possible and much simpler because of the media.
Through socialization, different societies are able to share languages, traditions, customs, roles
and values. The media has become a significant social force in recent years especially for the
young people. Whereas the older generations views the media as a source of entertainment and
information, the majority of young people see it as a perfect platform for socialization.
The media highlights different values and norms and the possible consequences of failing to
adhere to societal norms and values. Through the media, the society is able to learn how to
behave in difference circumstances according to one’s role and status (Siapera 34). The media
helps in portraying models of behaviour that are supposed to be followed by the society and its
members.

How Does Media Influence Culture & Society?

- The media is a fundamental agent of socialization whose operations are very basic
compared to other agents such as schools, families and religious groups. The internet
has got different form s of socialization such as Facebook and twitter that have
completely revolutionized the way people socialize in recent times. Apart from the
internet, other media agents that have become very fundamental in socializati0on
include the radio, newspapers, magazines and tabloids just to mention a few. Through
these media agents, ideas and opinions can be shared and exchanged.
- The internet has emerged to be very the most powerful audio-visual medium since it can
now be accessed by many people across the world. Through the internet, one is able to
influence others or be influenced by other people who use the internet to share and
exchange their opinions. The television is another media agent that has really enhanced
socialization in many ways (Siapera 71).
- The television gives people a good platform to give their opinions on various topics and
issues affecting the human life. The opinions shared on the television reach a large
number of people because the television is a mass media that is capable of reaching a
large audience. The media is often rapid and interactive and is a perfect socialization
agent for young people who watch the television most of time compared to the elderly
people.
- Since the youth form the majority of the audience, many media houses are always smart
enough to present topics and programs that appeal to the young people. Media houses
have the power to manipulate their audience in a skillful manner for the audience to buy
into their ideas and messages. The media is able to make some product to look appealing
to the general public an example being the status one would acquire if they possessed
the latest cell phone in the market.
- Programs that teach languages are very beneficial to both the children and adults in
international socialization. Other programs enable children to be creative and dynamic
in their thinking. These programs enable both children and adults to be more
knowledgeable and affect their way of doing things. It is therefore very important for
parents and guardian to be weary of the type of programs their children watch because
some programs can end up having a negative influence on them.
- The media has promoted globalization and in the end people from different nationalities
and cultures are able to exchange values and ideas that are beneficial to their lives.