Importance of Mass Media

Name : Parmar Shubhada A.

Roll No: 30

Subject: Paper -13 (Mass Communication and Media Studies)

Submitted to: Department of English
                          Maharaja Krishnkumarsinhji Bhavnagar University




Introduction

Mass media plays an important role in the life of society. Most people agree that the 21st century can be called 'the age of media', which is quite true as the world of media influences us in different ways. However, some of these bring benefits for us, there are also bad points. Since the advancement of technology, people today are getting attached to television and films, books also make its position to stand at the top of media list.


Mass media includes various types of media such as television, radio, newspaper and magazines. Reading newspapers and magazines, watching TV, listening to the news on the radio are our main means of getting information. Mass media bring to millions of homes not only entertainment and news but also cultural and education programs. If you watch TV and listen to the radio you can improve your knowledge of history, biology, literature or even learn a foreign language by radio.

“Media” is one of the most useful hearts of human life. We are overfull with all these letters, sounds and films, headlines. Media change our modern life in nearly every way. Main work of media is to inform the people. Media is the most powerful tool of communication. It helps promoting the right things on right time. Nothing is possible without media. And now day’s people are attaching only with media.

Attraction with media:

In modern society, people are powerfully influenced by mass media. Although traditional television watching and newspaper reading are no longer as popular as before, people spend more time in front of computers listening to music and radios, reading news and information, interacting with other people in social network and watching television programmes and films. The developing technology of mobile phone allows people to do almost everything they can do with the computer. Nowadays, people are living in a world by media sounds and images. Here we show that, people are not living one day without computer and mobile. 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. More and more, people all over the world use the same exact pieces of clothing. Due to seeing it on television, the dress code is blue jeans, t-shirt, and shoes.
Television can be a great teacher. Some public television programs encourage visits to the zoo, libraries, bookstores, museums and other activities, and educational videos can surely serve as powerful teaching devices.

Amongst all the mass media today, television attracts the largest number of viewers. Its audience is greater in size than any of the other media audiences. This is because television is able to be a focus for the audiences of all age groups, literate and illiterate .Television has been used for education and information purposes than for entertainment. There is no doubt about the fact that the technology has given us a main tool in television. It is a very powerful mass communication medium.

The Indian model of television programmes are unique as it is expected to pass on the culture from one generation. Today, Doordarshan is challenging with all cable TV networks in meeting the entertainment needs of the people. Television in India, through its programme presents picture and view of India's rich cultural. They represent various religions and cultural language and activities of people, belonging to different parts of India, so it reflects the Indian society.

We live in an attractive world and even more charming society. We are part of a culture where every morning we wake up to the voice of the morning news filling us in on the beautiful sunny weather outside, and at the end of the day, tired and hungry, we move slowly home, where our T.V. or computer are waiting patiently to be at service. In this world, life without technology feels totally impossible and life without media is simply unthinkable.

India has various cultures, religions and traditions. Therefore, medium like television can play a very main role in developing common understanding with the people and bringing them closer. Like film, television and reinforces ideas, beliefs already overcome by the viewer. For example, television 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. So television becomes a family medium.
                                                                Saxsena says,

"Television in India has acquired today newer dimensions, greater popularity and a much wider reach. The moving images of television fascinate people, demand attention and eventually influence their thoughts and behavior.”

Radio is generally used mass communication medium and has a great potentiality in spreading of information as radio signals cover almost entire population. Radio being a handy form of entertainment caters to a large audience. Here this radio reached the common man in urban and rural areas of India, though the use of radio is more among rural elites. It has advantages over the other mass media like television and newspapers in terms of being handy and easily available. It is the most transportable of the broadcast media, being easy get to at home, in the office, in the car, on the street or beach, almost everywhere at any time.

Radio is helpful not only in informing the people, but also in creating understanding about many social issues and need for social improvement, developing interest.

In India, radio with its access to the rural areas is becoming a powerful medium for advertisers. Because radio listening is so widespread, it has spared as an advertising medium for reaching local audiences. Moreover, radio serves small highly targeted audiences, which makes it a superb advertising medium for many kinds of specialized products and services.

Another important feature of radio as mass medium is that it caters to a large rural population which has no way in to TV and where there is no power supply. In such places, All India Radio's programmers continue to be the only source of information and entertainment. Moreover, broadcasts programmers in 24 languages.

                                           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".

Function of Mass Media:
Mass Media are the powerful means that do not only influence today’s world but that also shape of the tomorrow .Mass Media perform essential task in order to cast its effect to the people and maintain the society .Many person have argued different function of mass media .
Information:
Information is the main function of mass media .while information is power of knowledge .Information provided by mass media can be subjective ,objective, primary and secondary .Media disseminates information mostly through news broadcast on radio, TV as well as newspaper or magazine .Moreover , advertisements are also mostly for information purpose .
Education:
Media present education and information side by side .It provides education in different subjects to people of all levels. They try to educate people directly using different forms of content .Dramas, documentaries, interviews and many other programs are arranged to educate people directly .specially mass media is used as successful tools for mass awareness.
Entertainment:
The other main function of mass media is the entertainment. It is also viewed as the most obvious function of media .in fact, entertainment is a kind of performance that provides pleasure to people .Newspaper and magazine, radio, television and films serials and comic to entertain their audience .sports, news, film review and fashion are other instances. It makes audience recreational and free time more enjoyable.

Persuasion:
It is one more function of mass media .Persuasion involves making influence on others mind. Mass Media power audience in varieties of ways .All people are not well known about it. Many of them become influenced or motivated unknowingly towards it. Hence, the specific functions of mass media are explained below:
Surveillance:
Surveillance denotes observation .The function of mass media is to observe the society closely .News about films are playing at the local theatre, stock market prices, new products , fashion ideas are examples of instrumental surveillance .
Interpretation:
The mass media do not give just facts and data but also explanations and interpretation of events and situations. News analysis, editorials are some examples of interpretative contents .Mainly, such types of interpretative contents are prepared by those journalists who have knowledge of background information and strong ability.
Socialization:
Socialization is the transmission of culture .Media are the reflectors of society .Whenever a person reads newspaper or watches television, individual knows how people respond on matters and what types of norms and values they perceive on situation.

Advantages of the Media:
The media is one of the most influential entities we have in this world, with good reason. We rely on the media to provide us with information. The mass media has many roles in our world, with providing news to us the most important role.

 It Helps News Spread Fast:
The news-cycle has changed how we put away the news forever. We no longer have to wait for the morning or evening news to get caught up on present events. You can turn on CNN, Star News or Aaj Tak one of the many other 24-hour news channels to get news. And public got latest news very easily.

It Keeps You Updated With Current Events:

Whether you want to keep up with your area, state, country or world, the media is there to give you all the information you need to know. By media, you can be aware of what is going on in any parts of the world, specially the parts that affect your everyday life. You can keep up with what’s going on all over the world in a number of ways as well. If you want some quick news so, news organizations offer applications you can download on your phone. These applications give you breaking news notifications, so you can always be aware about latest updates. If you have a long driving or important works, you can use radio to get your news. Generally radio stations are that focus on lifestyle, news, current events and more.

Contact with families and friends:

With the help of social media many people can communicate with their families or with their friends. Actually people travel around the world and by this reason they need a good way in order to not lose the contact with their families in their native country. So the world’s population uses electronic devices for their communication for example: Mobile phones, Telephones, Computers etc.

Conclusion:

Thus, media is attractive ever more important in the life of adults as well as of children. We get a great deal 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 play a major role in the social learning process and have power on how individuals acquire new ideas, attitudes, and change direction in society.





Works Cited


· Research on Marketing , Advertisements and Public Relations. n.d.


· Wikipedia