Prepared by Dr.P.V.Sangeetha Mass media and Mass Communication
◼ Mass Media: When the medium is a
technology that carries messages to a large number of people (newspaper, radio, tv, etc) ◼ “Mass communication as the process of understanding and sharing meaning through mediated messages to a broad audience.” (Judy C. Pearson and Paul E. Nelson,1997:345) Importance of Mass Media ◼ Mass media inform, educate and entertain the masses. ◼ plays a crucial role in shaping how we view the world. ◼ The intensive use of mass media has resulted in the world appearing smaller and closer. ◼ It also promotes the distribution of goods and services. ◼ important player in democracy ◼ The media is the watchdog of society ◼ transmits heritage and cultural values. ◼ creates a global platform to bring people together. Understanding Mass media- Types of mass media
◼ Traditional Media ◼ Print Media ◼ Electronic/Broadcasting Media ◼ Outdoor Media / Out of Home Media (OOH)/ Transit Media ◼ Digital Media/New Media/Internet Characteristics of Mass Media
◼ Uses technology ◼ Variety of media ◼ Wide reach ◼ Common message ◼ Large audience ◼ Heterogeneous and scattered audience ◼ anonymous to the speaker or source ◼ No much control over the audience ◼ Audience have choices Characteristics of Mass Media
◼ Impersonal communication ◼ Presence of gate keepers ◼ Mostly one way communication ◼ Less or delayed Feedback ◼ influence society ◼ influenced by society ◼ involves a public, rapid, and fleeting experience, short and temporary ◼ requires the involvement of many people with various skills to transmit mass communication to the audience Functions of Mass media
◼ Surveillance ◼ Correlation ◼ Cultural transmission ◼ Entertainment
◼ Information ◼ Education ◼ Socialization Globalisation
◼ Globalization is a term used to describe how
trade and technology have made the world into a more connected and interdependent place. Globalization also captures in its scope the economic and social changes that have come about as a result Media Globalisation
◼ Media globalization is the universal
integration of media through the multicultural exchange of ideas. ◼ While the term media refers to all sorts of print, electronic and digital means of communication, global media includes all forms of mass communication that reach every corner across the globe - television, newspapers, radio, and social media (Facebook, YouTube, Twitter, etc.). Media Conglomeration
◼ A conglomerate is a large company
composed of a number of companies engaged in generally unrelated businesses.
◼ A media conglomerate, or a company that
owns numerous companies involved in mass media enterprises consists of television, radio, publishing, motion pictures, theme parks and the internet.
