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What is media?
• Media is a tool used to
convey mass communication
to a larger audience or
market. Up until the 20th
century the main source of
information were TV, Radio,
Magazine, Newspaper and
lately the internet. These
mass media plays a big role
in our life.
How it affects us:- • The media is a good source of
information and entertainment.
• It has a great effect on the
society and in our life
experience, our attitudes, our
kids and our self. We sometimes
try to apply these concepts to
our everyday life.
• Media can be a great source of
wisdom and knowledge but we
should realize its impact on our
society, our family, our
attitudes, our kids and our self.
MEANING:- • The “MEDIA” is a “LATIN” plural
form of the noun medium, which
means an intervening substance
through which something is
conveyed or transmitted.
• E.G:- Newspaper, Magazine, Radio,
Television. Music & internet are all
examples of media.
• Matthew P. McAllister, in his book
THE COMMERCIALIZATION OF
AMERICAN CULTURE, says that ‘ A
well – Developed media system,
informing and teaching its citizens,
helps democracy move toward its
• The Print Media has been a
strong influence ever since the
industrial revolution but it is after
“WORLD WAR II”, television;
radio & now Internet have
invaded lives of people across the
• Media Provides general public
with the information it needs to
function as a democracy.
MASS MEDIA MASS COMMUNICATION
• To Understand Mass Media As a Concept
We Need to consider the components
defined by various scholars. Mass media
Technological through which mass
communication takes place. For E.G.:-
Television, radio etc.
• According to ‘Wilbur Schramm’ A mass
medium is essentially a working
group organized around some
device for circulating the same
message, at about same time,
to a large number of people.
• On the Other hand mass communication
is what mass media communicates to its
audience. The vital difference between
other communication and mass
communication is owing to the
composition and size of the audience.
• From Mid nineteenth Century on media
like print, radio and television were
available for access by huge ‘masses’ and
this adds to the definition of mass
CONTENT & NATURE OF MASS MEDIA:-
In 20th century role of mass media is not just restricted to electronic duplication but
also about the impact it has on the public. Mass media is used for Advocacy,
Entertainment, Education, Journalism & public services. Some of the examples of
mass media are Television, Radio, Magazine, Internet, Films & Photography.
According to western media scholars like “Harold Laswell”, ‘Mass media, be print
or electronic, closely watches the environment i.e. surveillance, helps in
transmitting the heritage or culture the information and work as a catalyst for
EDUCATIONAL MEDIA:- The primary source of education in any society is the
education institutes like schools or colleges. Media
provides us with various knowledge on any topic. Non-
news content like editorial, articles, columns in books.
PERSUASIVE MEDIA:- Of all the roles, media plays a significant role in forming
public opinion. Persuasion means influencing the attitudes or
opinions of the masses and media persuades people both
directly and indirectly. Audience to act upon like infomercial,
advertisement, and editorials fall under this category.
Advertising is the most direct method of persuasion whereas
editorials, news analysis are more indirect forms.
ENTERTAINMENT MEDIA:- Irrespective of the language, most media carry high
entertainment content. Newspaper pages for e.g. Not
only carry news item but also publish cartoon, gossip,
puzzles, short stories etc. some magazines like
‘Manohar Kahaniyaan’ So is the case with music CD as
music is the source of enjoyment for many.
INFORMATIVE MEDIA:- Mass media transmit a lot of information which
are necessary for our daily routine for e.g.
current affaris, governments policies, weather
forecasts, global issues etc. Information’s helps
us to understand better.
HISTORY OF MASS MEDIA IN INDIA:-
PRINT:- Johann Gutenberg is associated with bringing in the technology of mass
production in terms of print in 1445. He made it possible for a common man
to have access to print which were before restricted to only the elites. In India
Portuguese established the first printing press in Goa in 1557. East India
Company Of Britain also got printing press which was strolled in Mumbai in
HISTORY OF MASS MEDIA IN INDIA:-
Mumbai Samachar Started in 1822, today is the oldest running newspaper in the
country. 200 year old history of print in india is full of ups and downs and struggle. By
1870 the press in indian languages was growing rapidly. There were about sixty-two
indian languages newspapers in Bombay, about sixty in north-west provinces, & some
twenty-eight in Bengal, about nineteen in madras (Tamil, Telugu, Malayalam and
When Mahatma Gandhi returned to India, he gave a great impetus to the freedom movement.
He was a journalist and took over “Young India”, the weekly started by the Home rule party
in 1918.Gandhiji also launched another weekly, called the “Navjeevan” in Gujarati. Later, he
Started the “Harijan” Under the editorship of
Television in india came in the year 1959 with “DOORDARSHAN”
as the first national television network. Initially it broadcasted only
news/information based feature programs twice a week. Later between
1972 & 1975, more relay stations like Mumbai, Kolkalta, Amritsar,
Srinagar, Chennai and Lucknow were added to the existing Delhi
Radio broadcasting began as a small venture of radio cluds in 1927,
later it was formally started in 1936 when government launched ALL
INDIA RADIO to educate, inform and entertain the masses. At the
time of india’s independence AIR had six stations with the coverage
of 2.5% of the area. Today AIR has a network of 223 stations with the
coverage of 91.42% area, reaching 99.13% of the population
BRODCASTING RULES FOR TELEVISION & RADIO:-
The All India Radio and Doordarshan have codified the norms of
practice for the Broadcasters. These codes offer a word of caution to
the PR practitioners with respect to the use of these media for
publicity, commercial, advertising campaignd.
Code Of Air And Doordarshan:-
BROADCAST Code Governing All India Radio:-
We recognize the immense power of Radio and Television for both
good and evil and the solemn responsibilities this place’s upon all
BROADCAST AND TELEVISION ORGANIZATION :-
1) To ensure the objective presentation of news and fair and unbiased comment;
2) To promote the advancement of education and culture;
3) To respect human rights and dignity.
BROADCAST ON ALL INDIA RADIO BY INDIVIDUALS WILL NOT PERMIT :-
1) Criticism of friendly countries;
2) Attack on religions or communities;
3) Anything obscene or defamatory;
CASE STUDY OF MEDIA IMPACT:-
CASE:- The Jessica Lal murder case took place on April 29th 1999 where Jessica lal,
a model was shot dead in new delhi because she refused to accept demand to
serve drink to a high profile Man/customer as the bar was closed.
Manu Sharma was finally pronounced guilty of killing Jessics Lal and he was give life
sentence on 20th December, 2006 The efforts of the media helped the case to be reopened
and justice was finally delivered. According to Sabrina lal (sister of Jessica lal), media
proved to be an extremely powerful force that came and have no great money either. It
was the power of the media that enabled us to get justice. “It was this coverage that
made people realize the truth and come out in protests and demonstrations in support of
CASE:- On December 16,2012 at 8.30pm, a 23-year-old medical student goes
out with her male friend to Wacth a film in south delhi mall and after watching a
film at 9pm, they boarded a private Licenced bus.the bus diverted from its normal
route & six men repeatedly sexually assault her leaving abdomen and private parts
kept begging for help from the passersby but no one responded.
The brutal attack has caused uproar in INDIA, with mass demonstrations for women’s rights and
calls for the six suspects in the case to be hanged. There were nationwide protests especially at
India gate in NEW DELHI which was made them come out and demand justice for Nirbhaye.
Media channels gave constant coverage to the issue and mobilized people to participate in the
mass protest held at India gate. News also reached through Facebook, Twitter and other news
After a nine- month-long trial, fast track court on 13th September 2013 handed down death
penalty to all the convicts in the Nirbhaya gang rape and murder case. Out of the six men arrested
in the case, one prime accused committed suicide inside, who was 17 at the time of the crime,
was sent to reform home for three years by a juvenile court
• In conclusion, we have absolutely no
control over the media. It plays a
constant role in our daily life. We are
manipulated and influenced in our
appearance, beliefs, desires and
• The media has formed our physical
environment in which
advertisement posters decorate our
buildings, walls and transportation
systems. This of course has changed
within the development of mass
media and will continue to change in
We should not take media as negative sources of impact. Not only
media but everything has good and bad influence. It is up to person’s
catching ability. It is also depending on person’s mind and thinking. If a
person is a positive receiver the person will receive it positively.
For Your Attention