ROLE-OF-MEDIAjsjdndbnfhfjdjdhdnjdjdd.pptx

Media education

1. ROLE OF MEDIA IN SOCIETY

2. WHAT IS MEDIA? The word ‘ media ’ is derived from the word medium, signifying mode or carrier. Media is intended to reach and address a large target group or audience. The word was first used in respect of books and Newspapers, Print media and with the advent of technology, media now encompasses television, movies, radio and internet. In today’s world, media becomes as essential as our daily needs. Media of today is playing an outstanding role in creating and shaping of public opinion and strengthening of society.

3. ROLE OF MEDIA IN SOCIETY Media is the sword arm of democracy. Media acts as watchdog to protect public interest against malpractice and create public awareness. Today when politicians are taking full advantage of their positions, an evil nexus of mafia and crime syndicate is making the life of the common man miserable, taxpayer's money is siphoned out for the personal gain of the influential and ordinary people are a mere spectator-media has a greater responsibility As the fourth pillar of democracy along with ety -wide judiciary, executive and legislature, media of today has an all-embracing role to act against the injustice, oppression, misdeeds and partiality of our society.

4. ROLE OF MEDIA IN SOCIETY In this era of liberalization, privatization and globalization (LPG) the world has reached our drawing room thanks to media. Since the introduction of television in our country in late 70's visual media becomes a very potential tool in informing the current news to the society, entertaining the people and shaping up of public opinion. The World Wide Web and web 2.0 technologies have given rise to electronic media where even a common man can express views through blogs, website posts, Facebook and twitter like social media. Coupled with traditional print media all these audio video and social media caters to a richly diversified media industry.

5. ROLE OF MEDIA IN SOCIETY in the "marketplace of ideas". However, recent studies suggest that social media may also create clusters of insular like-minded communities, a phenomenon called network insularity. Therefore, digital communications also have the potential to increase social fragmentation. This is particularly true in fragile states which lack institutions promoting inclusivity and deliberation between diverse and/or antagonist groups within society. Key Points: SOCIAL MEDIA refers to the means of interactions among people in which they create, share, and/or exchange information and ideas in virtual communities and networks. The Office of Communications and Marketing manages the main Facebook, X/Twitter, Instagram, LinkedIn, and YouTube accounts.

6. MEDIA AND SOCIETY IN THE DIGITAL AGE: RETHINKING THE RELATIONSHIP Digital communication is changing the relationship between media and society. In this new and increasingly complex media environment, normative media theories require reexamination and new models are urgently needed. A wide range of normative theories deal with the relationship of the media to society. The liberal perspective and the social responsibility model have been particularly influential. But what exactly do they imply?

7. THE LIBERAL PERSPECTIVE – MARKETPLACE OF IDEA In line with 17th century thinker John Milton's conceptualization of a free "marketplace of ideas", a plurality of media outlets is necessary to give voice to different interests from which citizens can make 'informed' choices. The liberal perspective also emphasizes the need to protect the independence of the media from state interference, as well as the watchdog function of the media vis-à-vis those who govern. This normative theory can be linked to an understanding of democracy in which the democratic outcome of decision-making is the combined result of individuals' or groups' preferences and consensus is reached if a majority of individuals make the same or similar choices. Critics of this liberal perspective argue that it is prone to being improperly biased in favor of dominant groups and has allowed the capture of much of the media by criminals, narrow political forces and business interests. The private broadcasting sector, which is widely characterized by a high degree of media concentration in terms of ownership, audience share or advertising revenue, is a prime example illustrating this dominant group bias.

8. CAN DIGITAL COMMUNICATIONS COUNTER MEDIA CONCENTRATION AND CAPTURE? The current expansion of digital technologies and social media is often presented as a potential counter to dominant group media bias because it provides subordinate groups with tools to gain greater equality in the "marketplace of ideas". However, recent studies suggest that social media may also create clusters of insular like-minded communities, a phenomenon called network insularity. Therefore, digital communications also have the potential to increase social fragmentation. This is particularly true in fragile states which lack institutions promoting inclusivity and deliberation between diverse and/or antagonist groups within society.

9. THE SOCIAL RESPONSIBILITY MODEL – DELIBERATIVE PROCESSES The article discusses the media's role in a democracy with growing social media bubbles. One viewpoint, the social responsibility approach, believes the media should encourage citizen participation and public debate to find common ground. This aligns with Jürgen Habermas' idea of a rational public sphere. Critics argue real public discourse is messy and involves conflicting viewpoints. They believe democracy thrives on this debate, not just consensus. Despite the criticism, the article acknowledges the media's important role in enabling inclusive participation in a democracy.

10. Are public service media enough to meet the challenges of implementing normative ideals? One of the embodiments of this idea has been the development of the public service media model. Following this model, the media should be a factor for social cohesion and the integration of individuals, groups and communities without discrimination and social segregation. To this end, public service media should provide a forum for public discussion in which a broad spectrum of news and opinions is presented: They should reflecting diverse ideologies and beliefs while remaining impartial and independent and should not sacrifice quality for political or commercial reasons. The implementation of these normative ideals becomes more challenging in media environments where competition for audiences and revenue is growing as the number of digital media actors grows. However, finding new implementation models becomes increasingly important as network insularity and social fragmentation flourish along with digital communications.

11. INTERPERSONAL MASS COMMUNICATION The word media is the plural of medium. It is derived from the Latin word Medias, which means middle. Communication media are the different technological processes that facilitate communication between (and are in the middle of) the sender of a message and the receiver of that message. Print, telephony, radio, television broadcasting, cable television, film, and the internet are among the many types of media that exist

12. INTERPERSONAL MASS COMMUNICATION This basic communication process applies to you talking on a cell phone to a friend. It also applies to, say, a radio station broadcasting a program to listeners. But there are crucial differences between these two types of communication. Your phone call is a one-to-one interpersonal communication; you are contacting a single person that is likely known to you. By contrast, radio is a one-to-many form of mass communication; a station uses airwaves to send a radio signal to an unknown and potentially mass audience. Various mass media involve a known sender and generally anonymous receivers. For example, readers typically know the author of the book they are reading, but authors clearly cannot know who, exactly. When we watch a television program or go to the movies, the names of the producer, director, and actors are prominently displayed, whereas the moviegoers and television audiences are unknown to the creators.

13. INTERPERSONAL MASS COMMUNICATION Furthermore, your phone conversation is likely to be highly interactive, featuring a back-and-forth dialogue; you are both a producer and receiver of messages. Unless it incorporates a different medium as with call-in programs a modern radio broadcast is not interactive; media personnel send a "message" out to an audience. These one- way communication channels create a clear distinction between producers and receivers of media content. With traditional mass media, the producers of most content are professionals in commercial companies, nonprofit media organizations, and governments, whereas members of the public are limited to being in the audience. Audiences have always been active in "reading" or interpreting mass media content, but traditional mass media allow for only very limited interaction between receivers and the sender. So the distinctions between interpersonal and traditional "mass" media are fairly clear. Personal communication tends to (a) be one- to-one, (b) involve a single known receiver, and (c) be very interactive. Traditional mass media tend to (a) be one-to-many, (b) involve a potentially large and unknown audience, and (c) feature limited, if any, interaction. But, today, such distinctions have eroded

14. VARIABLE BOUNDARIES AND ACTIVE USERS A few decades ago , our Discussion on communications models would end with the distinction between interpersonal communication and mass media. However, the development of the internet blurred the lines between the two, enabling users to play different sorts or roles if they so choose. For example, you can use the internet to send an e-mail to someone you know a regular one-to-one personal communication. But you can also post a public video on YouTube that could potentially go viral, reaching a mass audience. Or you could send a Tweet to a friend with a link to a newspaper story that alerts the journalist who wrote it by including her username which could be retweeted by many other users, ultimately reaching a mass audience. It can all get a bit complicated.

15. choosing what media content they will access from a range of choices that is broader than ever; deciding when they will use media rather than being dependent on scheduled broadcasts (e.g., via video- on-demand streaming, podcasts, music streaming); sharing, promoting, and distributing media content (e.g. Facebook "likes," reposting on Instagram, retweeting); responding to and commenting on media content (e.g. using a website's comments section; using hashtags and Twitter as a "second screen while watching TV); Creating their own media content (e.g., social media posts, uploaded photos and videos, product or Yelp reviews, blog posts, podcasts). With the internet, media users can be more active in the following:

16. COMMUNICATION TODAY AT FIRST LOOK So how can we summarize today's communication in a simple media model?, For now let's just note some of the elements that have changed from the traditional models The four primary elements of the model have changed: "Industry" replaces "sender" to flag the professional and usually com mercial nature of media organiza tions responsible for most media content. The term "content" replaces " mes - sages to better reflect the wide range of media subjects as experi enced by users. "Technology" replaces "medium" to isolate the material elements of media. "Users," who both actively con sume content created by industry professionals and create their own content, replace "receivers." The entire model is embedded within a vital new element the social world which includes a variety of social forces and non-media actors that affect the communication process, such as cultural norms and government regulation. All of the arrows that indicate contact between elements in the model are double-headed, reflecting the potentially interactive nature of media. Finally, because users are more active than in the past, our contemporary media model is circular rather than linear. This suggests the endless feedback loops that occur among these components.

17. A SOCIOLOGY OF MEDIA Sociologists are not the only ones who study media. Political scientists are sometimes interested in the media's role in politics. Literary scholars might examine the media as cultural texts, Some psychologists are interested in the effect of media on individua behavior. Most important, media studies and communication scholars explore a wide range of media issues that often emphasize how media institutions work. Imagine you have a big toolbox full of different tools. Sociology is like having a whole toolbox with lots of tools for different jobs. Sociologists can use these tools to study many things, like families, schools, or even video games!

18. Media studies, on the other hand, is like having a smaller toolbox with specific tools for understanding things related to media, like TV shows, movies, or websites. While they might borrow some tools from sociology sometimes, their main focus is on media. Here's the tricky part: some people who study media might have started with the sociology toolbox, and some sociologists might use tools from media studies! They like to share tools sometimes. But in the end, sociologists have a bigger toolbox for many jobs, and media studies folks have a smaller toolbox specifically for media jobs. It's saying that to truly understand the impact of media (like social media, TV, or video games), we need to consider how it changes how we interact with each other and the world around us. media isn't just about passively receiving information. It actively shapes how we connect with each other and the world, creating new ways of interacting and even new types of relationships.

19. Classic and contemporary media research: This refers to studies done over time that examine how media affects society. Sociological perspective: This means looking at media through the lens of how it impacts social structures and interactions. Basically, it's about how media changes the way we function as a society. Media model: The book (or article) you're reading likely has a specific way of explaining how media works in society. This passage is saying that this model takes a sociological perspective. Social impact: This is the big picture - how media use changes our society as a whole.

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