What is mass media and what role does it play in the community? Various media technologies that are used to achieve huge audience applying mass communication is called Mass Media. This communication takes place through such technologies like radio and television that transferred electronically and also through physical objects like books, newspapers and magazines. Moreover, enormous quantities of television stations and newspapers publishers are considered to be called mass media too. The importance of media today is somehow immersive. Never before in humankind’s history have the mass media such considerable impact on society’s life and behavior that happened due to digital technologies. However, from early childhood children sit in front of TV sets watching pictures and opening the world, it’s impressionable. A few years later, becoming older and reading books or newspapers that illustrate pictures of violence, war, sporting exploits and even women’s bodies, closed or not, this all play very important role on the behavior and psychology of young generation. Only this small list of facts can explain the cause of such and indifferent attitude to their health, life and future. Media have two major tasks: to entertain customer and to create a topic for conversation. Media became an integral part of our life and nowadays it cannot be separated from it.
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According to the scientific resources mass media consists of the following types: printed (newspapers, books, magazines), radio, television, cable TV, telecommunications, Internet and satellite. Printed mass media used from the late 15th century, radio- from 1910, television- from 1950, Internet- from 1990, and the last but not least mobile phones from 2000. Usually, radio and television are called broadcast media and Internet with mobile phones collectively are called digital media.
Benefits of mass media:
The wide reach offered by mass media is phenomenal. It can target a global audience.
In terms of newspapers and magazines, it can reach a specified target group. Besides, it is easily accessible.
Certain types of media have a loyal fan following. This would mean that an advertiser, publication or news channel would have a ready audience.
We have the latest news and information at the click of the mouse! The Internet is such a medium that it can give many options for the kind of information required.
Television, movies, Internet and the radio are some of the best forms of entertainment.
It can be used for educational purposes in an effective manner.
Drawbacks of mass media:
At times, the information reported may not be authentic from every angle. Hence, there may be a misinterpretation of a situation.
News can be manipulated to influence the minds of the audiences. For example - a particular political party may manipulate reports in their favor, which would indicate the political control in the media.
Media bias can occur due to various issues. A journalist or an editor may give personal preference to an issue.
A particular event or a celebrity may receive undue importance and set wrong ideals before the youth. It may present an ostentatious lifestyle, which may inculcate wrong ideals amongst youngsters.
Unnecessary sensationalism of an issue may project wrong information to the public.
Misleading messages may again divert young minds towards a wrong path.
Wrong interpretation of news may even blow things out of proportion. This would create further unrest in any place or even violence in case of extreme situations.
At times, a particular event or news item may receive too much attention simply because of the lack of important news or snippets. This would again present a wrong idea before the public.
Certain mass media such as newspapers or leaflets have a very short shelf life. In terms of advertising, it would not serve to be useful for every kind of product or message.
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