Mass Media and it's importance P-15

Umaba Gohil

1. Name : Umaba Gohil B Semester :4 Roll No: 16 Class: M.A. Part 2 Paper No : 15 mass communication and media studies Topic : Mass media and it’s importance Email ID : [email protected] Submitted By : Smt S.B. Gardi, Maharaja krishnakumarsinhji Bhavnagar University, Department Of English.

2. What is mass media ….? The mass media play an very important part in our lives. Newspaper, Radio and especially TV informs us of what is going on in this world and give us wonderful possiblities for education and entertainment. They also influence the way we see the world and shape our views.

3. Types Of Mass Media 1. Print media 2. Electronic media 3.Interactive media. Types of Mass media… Radio, TV, Newspapers and large circulation magazines, Billboards, Internet. . IN INDIA 78.8 Million number of newspaper are sold Daily. 41,66,438 number of magazines are sold on weekly & monthly basis. 850 Television Channels are there. 65 Million active internet users are there. This is everyday Media is integral part of Modern Society.

4. Functions of Mass Media : The Three basic functions of mass media are 1. To inform 2. To educate 3. To entertain To inform: People read newspaper to know about what, when, where, who, why & How the things are happening pertaining to personalities or institutions. It brings about greater awareness among the masses about men and materials. To educate: The mass media educates people by giving information about food, health, housing, sanitation, employment, agriculture, industry, environment, science, technology, modernization etc. To entertain: Mass media also entertains people. Film, television, radio are increasingly subjected to commercialization via entertainment.

5. Advantages of mass media Reaches many people quickly Low cost per person reached Can be used to: Tell people about new ideas and services Agenda-setting and advocacy Create a favorable climate of opinion The main role and responsibility of the media is transmit messages to receiver. Mass media not only inform but persuade. Positive Impacts: A Watchdog on Government. Voice of poor is heard through media . Show people what they actually do and what they must do. A window to the World . A hub of Information Can teach much effectively. Social Networking.

6. Television TV attracts the largest number of viewers; its audience is greater in size than any of the other media audience. This is because television is able to focus on audience of all age groups, whether literate or illiterate. Television has been used for education and information purposes than for entertainment. India has various cultures, religions and traditions. Therefore, medium like TV can play a vital role in developing common understanding with the people and bring them closer, like movies, TV reinforces ideas, beliefs. For example- TV represents the messages on importance of girl’s education, marriage age, environment protection, energy conservation etc. Thus, it serves believable function. Television has more flexibility and mobility in its coverage due to audio-visual presentation

7. Radio Radio is generally used as mass communication medium and has a great potentiality is spreading of information as radio signals cover almost entire population. Radio being a handy form of entertainment caters to a large audience. Radio reaches the common man in urban and rural areas of India, though the use of radio is more among rural cities. It has advantages over the use of other mass media like television and newspaper in terms of being handy and easily available. It is the most transportable of the broadcast media, Kapoor, Director General of AIR (1995) said- “Radio is far more interactive and stimulating medium than TV where the viewer is spoon-fed. Radio allows you to think, to use your imagination. That is why nobody ever called it the idiot box”.

8. . Now days, people are living in a world by media sounds and images. People cannot live a day without mobile and computer. Cultural values and lifestyle have changed over time by use of television and internet. So in one way, it may change people’s opinions for the better, but in another, it may impact the social system of a whole population.

9. Conclusion Thus , media is attractive even more important in life of adults as well as of children. We get great deals of information from the different forms of media such as newspapers, films and documentaries, journals, radio, motion pictures and more. Mass media plays a vital role in forming and reflecting public opinion, connecting the world to individuals and reproducing the self image of society . The mass media still plays a vital role in the social learning process and have power on how individuals acquire now ideas, attitudes and changes direction in society.

10. Thank you