Mass media and folkmedia

1. PRESENTED BY-
PINKI BARMAN
1ST YEAR MSC NURSING
AIN,GUWAHATI

3. Public health is more than ever a concern for all
governments of the world, both in developed and
developing countries. In today’s world, nothing is more
international than health; no other aspect of modern life is
as profoundly impacted by globalization as public health.
In the face of emerging global challenges including
changing epidemiological pattern, increasing prevalence of
chronic non-communicable diseases (NCDs), shift in
dietary pattern and its consequences on obesity and
associated diseases, and the spread of HIV going
unabatingly. Among the strategies to overcome these
health issues, the media are widely used by government
agencies and organizations, international agencies and
nonprofit organizations to bring people together whether
they are local, regional, national or international, to reach a
state of complete physical, mental and social well-being.

4.  Mass Communication refers to the process
of disseminating and exchanging
information through diverse media
platforms to reach the masses.
 Mass media is actually the primary means of
communication for the general public to
communicate with each other as well as on a
grander level.

5.  Mass Media constitutes both technical and
institutional methods for communication, production
and dissemination of news.
 It reaches larger audiences or masses and that’s why is
referred to as mass media.
 Mass Media has the power to influence society and is
also impacted by what’s happening in society itself.
 Audience or the masses are offered with a wide variety
of choices in terms of content, media platform, etc. to
choose from the type of mass media they want to
consume.

6.  Traditional Media
 Print Media
 Electronic/Broadcasting Media
 Outdoor Media or Out of Home Media (OOH)
 Transit Media
 Digital Media/New Media/Internet

7.  People have developed different ways of
communication depending upon their local language
and culture. Traditional media is one of the oldest
types of mass media to transfer traditions and culture
over generations.

8.  Folk Dances
 Folk Songs and Music
 Theatre, Drama, and Folktales
 Painting, Sculptures, Inscriptions, Statues, and Stupas
 Motifs and Symbols
 Announcements made by beating drums or ‘nagada’
 Shadow Puppetry and String Puppetry
 Storytelling
 Nautanki
 Fairs and Festivals
 Rural Radio

18.  it is all about the printed form of information and news.
 Print media is one of the basic types of mass media tools
making it very popular and convenient to reach a wider
audience.
 Forms of Print Media-
 Newspapers (broadsheet and tabloid)
 Periodicals, Newsletters, and Magazines (general or
specific interest)
 Brochures, Leaflets and Pamphlets
 Journals
 Books, Novels and Comics

19.  A newspaper is a periodical publication containing
written information about current events and is often
typed in black ink with a white or gray background.
 The first newspaper printed in India was Hicky's
Bengal Gazette, started in 1780 under the British
Raj by James Augustus Hicky. Other newspapers such
as The India Gazette, The Calcutta Gazette, The
Madras Courier (1785), and The Bombay Herald (1789).

21.  Periodicals are any type of publication that is
published in a series, or periodically.
 Periodical articles are often the best sources for
research, especially if your topic requires, recent
information, information on a specific topic,
information on local issues.
 A newsletter is a printed or electronic report
containing news concerning the activities of a business
or an organization that is sent to its members,
customers, employees or other subscribers.

22.  Booklet, leaflet and pamphlets are printed materials,
small in size, covered or bound containing information on
a subject or specific topic and providing opportunity for
reading, learning and/or referring.
 Leaflets are a good combination of written words,
illustrations and pictures so they are more widely accepted.
They should have facts to enjoy a high level of credibility
and prestige in readers.
 Pamphlets are a type of nonprojected audiovisual aids. A
pamphlet is a paper that can be folded into two or three or
five, and the matter can be printed either on a single or on
both sides. In other words, a pamphlet is an unbound
booklet without a hard cover or binding

23.  A journal is a scholarly publication containing articles
written by researchers, professors and other experts.
Journals focus on a specific discipline or field of study.
Unlike newspapers and magazines, journals are
intended for an academic or technical audience, not
general readers. Journals are published on a regular
basis (monthly, quarterly, etc.) and are sequentially
numbered.

25.  Broadcasting is simply a distribution of audio and video
content to a dispersed audience using the electronic
broadcasting medium. Originally the term ‘broadcasting’
referred to the sowing of seeds on farms by scattering them
over the large field.
 Forms of Broadcasting Media-
 Television
 Radio (AM, FM, Pirate Radio, Terrestrial Radio, and
Satellite)
 Traditional Telephone
 Film/Movie/Motion Picture
 Video Games
 Audio Recording and Reproduction

26.  TV Television (TV) is the most widely used
telecommunication medium for transmitting and receiving
moving images that are either monochromatic ("black and
white") or color, usually accompanied by sound.
"Television" may also refer specifically to a television set,
television programming or television transmission.
 its early stages of development, television employed a
combination of optical, mechanical and electronic
technologies to capture, transmit and display a visual
image. By the late 1920s, however, those employing only
optical and electronic technologies were being explored.

27.  Radio broadcasting is a one-way sound broadcasting
service, transmitted over radio waves (a form of
electromagnetic radiation) from a transmitter to a
receiving antenna and intended to reach a wide audience.
Audio broadcasting also can be done via cable FM, local
wire networks, satellite and the Internet.
 Radio broadcasting means transmission of audio (sound)
to radio receivers belonging to a public audience. Analog
audio is the earliest form of radio broadcast. AM
broadcasting began around 1920. FM broadcasting was
introduced in the late 1930s with improved fidelity. A
broadcast radio receiver is called a radio. Most radios can
receive both AM and FM and are called AM/FM receivers.

28.  Film is a means of creative expression. It performs the functions
of mass media. Such as information, education, entertainment
and transmission of culture. Films are widely popular and their
audio visual nature provides them a pervasive power for social
influence.
 Therefore, they have the potential to play an important role as a
medium of entertainment, information and education and as a
catalyst for social change. Films are popular because they
entertain.
 They are a facet of a mass culture and mass art. They generate
mass mediated culture arising from elite, folk, popular or mass
origins.
 helps the viewer to assume the role of the characters and to
identify with them quickly and effectively. Films appeal to their
primary emotions and sentiments.

30.  This is also known as OOH or Out-of-Home Media
and is focussed on transmitting information and news
when the public is outside their home.
 Outdoor media gives importance to display advertising
and attracting individuals towards new products, some
social cause or any development or change in the
society.

31.  Billboards or Bulletins
 Inflatable Billboards
 Mobile Billboards
 Banner
 Lamppost Banners
 Posters
 Signs and Placards
 Blimps, Skywriting
 Brochure distribution
 ComPark Advertising
 Wallscape

32.  Most people are familiar with billboard advertising,
regardless of where they live or travel. Billboards are
placed next to high-traffic highways as well as along
less-traveled roads in non-urban areas. Drivers see
them almost anywhere because they are an efficient
and cost-effective means of communicating
information that is geographically important – the
location of the closest chain fast food restaurant on the
route, the nearest motel, or campgrounds at the next
exit.

33.  Banner advertising refers to the use of a rectangular
graphic display that stretches across the top, bottom,
or sides of a website or online media property.
 Banner ads were the first form of internet-specific
advertising, appearing in 1994.
 Today, banner advertising, and virtually all online
advertising, currently utilizes real-time bidding
technology known as programmatic bidding, which
allows approved companies to bid on ad space during
the time it takes for a banner ad to load.

34.  A poster is any piece of printed paper designed to be
attached to a wall or vertical surface.
 Posters are designed to be both eye-catching and
informative. Posters may be used for many purposes.
They are a frequent tool of advertisers (particularly of
events, musicians and films), propagandists,
protestors and other groups trying to communicate a
message.
 Posters are also used for reproductions of artwork,
particularly famous works, and are generally low-cost
compared to original artwork.

35.  Blimp, nonrigid or semirigid airship dependent on
internal gas pressure to maintain its form.
 It is mostly used for overhead photography at sports
events, and as massive flying billboards.

36.  Transit Media revolves around the concept of
advertising and information dissemination when
consumers are “on the go” in public places or in transit.
These include display advertising on vehicles and
transportation. With the aim “driving home a
message” transit media is significantly used for
massive brand promotion to millions of people who
travel the country’s streets and highways every day.

37.  Bus Advertising-Bus advertising is an
amazing opportunity to build awareness of company,
no matter how big or small. It is an opportunity to
drive the target audience to business, event or website
through frequent interaction with target audience.

38.  Railway Advertising
 Taxi Advertising
 Transit Shelter Advertising

39.  It is an interactive two-way communication with users
being the active producers of content and information.
 The Internet is considered as a highly interactive mass
medium and can be simply defined as the “network of
networks”. It has quickly transformed as the centre of
the mass media as it has marvellously integrated all
the prominent types of mass media.

40.  Websites
 Emails
 Social Media and Social Networking Sites (SNS)
 Webcast and Podcast
 Blogging and Vlogging
 IPTV (Internet Protocol Television)
 E-forums and E-books
 E-commerce and M-commerce
 Digital Videos
 Computer Animation
 Digital Video Games
 Human-Computer Interface
 Virtual World & Virtual Reality

41.  websites such as Yahoo, Google, Facebook, AOL,
Hotmail etc which are visited by many people world-
wide, the possibility of simultaneous mass
communication is enhanced.
 It have a good reach or coverage if it has the ability to
expose a large number of people to a given mass media
message within a given period.

43.  It has become a pervasive form of media. A blog is a
website, usually maintained by an individual, with
regular entries of commentary, descriptions of events,
or interactive media such as images or video. Entries
are commonly displayed in reverse chronological
order, with most recent posts shown on top. Many
blogs provide commentary or news on a particular
subject; others function as more personal online
diaries.

47.  Mass media plays a crucial role in shaping how we view the
world.
 Intensive use of mass media has resulted in the world to
appear smaller and closer.
 It also promotes the distribution of goods and services.
 The fundamental objectives of mass media are to inform,
educate and entertain the masses.
 It is known to be an important player in democracy and the
smooth functioning of the nation.
 Media is the watchdog of society.
 Mass media works to transmit heritage and cultural values.
 The rise of new mass media creates a global platform to
bring people together.

48.  Giving Voice to the Voiceless
Mass media plays an essential role in shining the spotlight
on the masses as the general public can express their views
and opinions freely. This way, it becomes the voice of the
voiceless thus giving the right platform for the people to
use their right to express freely.
 Effective and Wider Communication
It is through different types of mass media from social
media to the digital platforms that the world has
transformed into a global village. This way, mass
communication has become useful for the people,
businesses, governments and the whole world to stay
connected with each other.

49.  Diffusion of Diverse Cultures
Mass media also plays a colossal part in spreading arts
and cultures to every nook and corner of the world.
With the help of the internet, anyone can learn a new
language, know about a different culture or even travel
the whole world without physically going from one
place to another.
 Encyclopedia of Information
The internet is truly a massive open source of
information and different types of mass media from
search engine platforms to social media platforms and
learning websites play a greater role in helping anyone
learn anything anywhere

50.  Raise public awareness about a particular problem or issues.
 Create a climate of opinion and provide food for thought a
nurturing environment.
 Stress the ill effect of unhealthy behavior and the benefits of
preventive behavior.
 Provide advocacy and support that facilitates placing health
issues on the agenda.
 What we can be done to make mass media more effective.
 Integrative strategy: the use of several strategies to encourage
healthy behavioral change.
 Use of emotional and psychological content in discussing health
issues.
 Making health issues more relevant to the audience and to the
social and cultural setting.

51.  Negative influences caused by the media technology
itself.
 Negative influences that caused by the owner and
sponsor
 Unrealized negative influence of media

53.  Folk media is prepared using local skilled people
available in the community. Usually in the community,
such people as singers, writers, actors, story tellers and
puppeteers are available. Locally produced folk media
is economical and very powerful. Cost involved is
minimal, people get involved and the audience
identifies with them because they are from the same
community, speak the same language.

54.  Folk Media refers to traditional media based on sound,
image and sign language. It is expressed in the form of
traditional music, drama, dance and puppetry.

55.  Nautanki

56.  Puppets
 Harikatha

57.  Jatra
 Pala

58.  Fairs and Festivals
 MTNL Perfect Health Mela 2011

59.  Folk-media has created from the rural surrounding
 The signs and the symbols of the folk-media have not
been alienated from their village
 Folk-media needs only fewer media Literacy to
understand it well than the mainstream Mass Media.
 The proximity between the community and the
traditional folk-media.
 Folk-media having with Interactive Communication
skills
 Changeable, creativity and liveliness of the traditional
folk-media

60.  Personal contact
 Language Familiarity
 Flexibility
 Impact
 Entertainment
 Self expression
 Cultural Heritage
 Spread of extension messages

61.  Threat to folk media is a regular with the development of film
industry, radio, television and video, the Indian traditional
media gradually disappearing.
 Focus of attention of planners on modem media.
 Scale of reach to masses is very less unlike as in case of
technology based electronic media.
 Changes in social system such as urbanization and literacy rate
leading to more individual listening or viewing rather people are
preferring community listening or viewing
 Considering the traditional media as out dated and irrelevant by
the present generation.
 Traditional folk media is functioning mostly as unorganized
sector.
 Even to revive traditional folk forms identification and selection
of good artists is very difficult.
 Lack of encouragement to talented artists in traditional media
leading to decline of folk media.
 Lack of proper understanding of traditional media and its
nature.