SOURCE: CML Colombia
Mass Media simply means technology that is intended to reach out to the target audience, It refers to means of communication to reach the target audience.
There is an evolution of the way mass media has been used from Pictorial representation at an early age, Newspaper, and Magazines to videos, and high tech media which involves the Internet and Computers. It is a source of information, entertainment, advertisement, and marketing to everyone across the world.
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What is Mass Media?
Mass Media is a medium to communicate the large masses whether oral, written, or broadcast to a larger audience. There was a time when people use to switch on the radio for listening bulletin information or pick up the newspaper for reading daily headlines and information to know what is going on in the world all-around with a cup of tea in their hands.
But with time, technology has changed and there are other media introduced to convey information to the masses such as:
- Books and Magazines
- Internet videos
- Films and
Types of Mass Media
There are various types of mass media we people, even the children who are at home watching cartoons and geography channels is also a kind of mass media.
We human beings, today, is surrounded by various types of Mass Media which influences our life. Through oral, written, and broadcast media, all age groups get knowledge, information, and entertainment.
There are 6 types of Mass Media:
- Traditional Media
- Print Media
- Electronic Broadcasting Media
- Outdoor Media
- Transit Media
- Digital Media or New Media
There are various types of mass media that provide us with various types of Political, Religious, Economics and Social related news and information to the masses or larger audience through print media or digital media.
Each media has its significance in some or the other way. For example newspapers, a print provides news headlines and information in rural areas and urban areas as well as a TV which also provides information, news and entertainment shows through a digital medium.
Traditional Media is considered as the oldest form of mass media, which transfers culture and tradition from generation to generation. People over some time developed different ways of communicating through local languages and written mediums.
Communication tools have been developed over some time from customs, rituals, beliefs, and practices of society.
There are various forms of Traditional media:
- Folk Songs and Music
- Theatres and Drama
- Fairs and Festivals
Print Media is defined as a Print form of information that is provided to the larger audience and is a part of mass media. During Ancient times or Early Age, information is conveyed to the masses through manuscripts.
Before the invention of the Printing press, the articles and printed matters are to be handwritten that was made available to a larger audience.
There are various forms of Print Media:
- Books, Novels and Comics
Electronic Broadcasting Media
Distribution of content and information through audio and visuals using the electronic broadcasting medium is called Broadcast.
Broadcast media is a useful medium of the spread of news and information to even illiterate people and persons having a listening problem or eyesight problem as well.
There are various Electronic Broadcasting Medium:
- Traditional Telephone
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Transmitting information and news when the public is outside their homes are also known as Outdoor Media or Out of Home Media. The importance of outside media is that it provides information related to new products, social information or advertisement purposes to the masses.
Various forms of Outdoor Media are:
- Signs and Placards
- Banners and Wallspace
Transit media revolve around the concept of advertising when customers are out of home and are going through any transport or on the go to public places.
Advertisements are displayed on the public transport and vehicles on which brand promotion of a product and services takes place.
Forms of Transit media are:
- Bus Advertising
- Taxi Advertising
- Rail Advertising
Digital Media or New Media
With speed and higher digital technology, the Internet has taken over all mediums of communications. Digital media is a two-way communication as users being active producers of content and consumers of content and information.
Digital or new media can be text, audio, graphics, and video. This media is increasingly getting popular medium of exchange of information due to ease of accessibility with a computer and Internet Connection.
Digital Media forms are:
- Social Media and Networking
- Blogging and Vlogging
- E-forums and E-books
- Computer Animations
- Digital Videos
- Virtual world and Reality
- Webcast and Podcast
Impact of Mass Media
In Modern culture and environment, mass media has become one of the significant forces. All types of mass media communications whether oral, written, or broadcast reach a larger audience.
- Mass Media plays a very crucial and important role in Indian politics and democracy.
- The intensive use of Mass media has made it easy to reach every corner of the globe.
- Acts as a watchdog of the society.
- It helps in the promotion of goods and services.
- Inform, Educate and Entertain Masses is a Fundamental objective of mass media.
Ans. Media whose audiences comprised of very large numbers of people.
Ans. Mass media is also referred to as Mass Communications.
Ans. The mass media includes a wide variety of forms, including television, newspapers, films, magazines, radio, advertisements, video games and CDs.
Ans. The first modern mass media institution began with the development of the printing press.
Ans. In 1991 there was one state-controlled TV channel Doordarshan in India.
Ans. No, Both media are equally successful if used properly. For example, transit media is dynamic, i.e. when a television is turned off no advertising could be done, but in the case of billboards, they are physical and have a lot more longevity.
Ans. Digital media has opened gates for people who aren’t financially capable of opting for transit media. It has also gained acceptance from a large number of audience and makes mass media insensitive of physical factors.
Ans. As with everything in life, Mass media also comes with its own pitfalls. But the buffs are sufficient enough to make up for that.
Ans. Film Producer, Radio Jockey, TV Correspondent, News Reporter, Screenwriter, MC.
Ans. Bachelor of Journalism, Bachelor of Mass Communication, Bachelor of Journalism and Mass Communication.