The mass media. Importance of mass media. Types of mass media.

1. Mass communication and media
studies
*Name : payal chudasama
* Topic : Disscus about mass media
*Roll no: 18
* Enrollment no:2069108420200005
* Submitted by Smt S.B. Gardi Department of English MKBU.
* Email I’d: chudasmapayal1997@gmail.com

2. ☆ Meaning of mass media :-
The first recorded use of mass media as
a term in 1923. Mass media is
communication that reaches and
influences a large number of people. It is
the primary Means of communication
used to reach the vast majority of the
general public. Mass media is the term
used to describe the academic study of
various means by which information to
large segments of the populations all at
once through mass media. Mass media
also prosess.

3. ☆ Types of mass media :-
[1] Traditional Media
[2] Print Media
[3] Electronic Broadcasting Media
[4] Outdoor Media
[5]Transit Media
[6] Digital Media Or New Media

4. [1] Traditional Media
Traditional media Its considered as the
oldest form of mass media. Which
transfers culture and tradition from
generation to generation. People over
some time developed different ways of
communicating through local languages
and writtin medium.Communication tools
have been developed over some time
from customs, rituals, beliefs , and
practices of society.

5. ☆ Continue…
◇ Various forms of traditional media:-
•{1} Folk songs and Music
•{2}Theaters and Drama
• Fairs and festivals

6. [2] Print Media :-
• Print media is defined as a print form of information that is
provided to the larger audience and is a part of mass media.
During Ancient times or early age, information is conveyed to
the masses through manuscripts.
• Before the invention of the printing press, the articles and
printed matters are to be handwritten that was made available
to a larger audience.

7. ☆ Continue…
◇ Various forms of print media:-
{1} Newspapers
{2} Journal
{3}Books , Novels and Comics.

8. [3] Electronic broadcasting Media:-
• Distribution of content and
information through audio and visual
using the electronic broadcasting
medium is called broadcast.
• Broadcast media is a useful medium
of the spread of news and
information to even literature people
and persons having a listening
problem or eyesight problem as well.

9. ☆ Continue…..
◇various forms of electronics broadcasting
media:-
{1} Tradition Telephone
{2} Television
{3} Radio
A communication device for sailing vessels called a
"telephone" was invented by the captain John Taylor
in 1844.

10. [4] Outdoor Media :-
• Transmitting information and
news when the public is outside
their homes are also known as
Outdoor media or out of Home
media. The importance of
outside media is that new
products, social information or
advertisements purposes to
the masses.

11. ☆Continue…
• ◇ various forms of Outdoor media:-
• {1} Sings and placards
• {2} posters
• {3} Banners and Wallspace

12. [5] Transit Media :-
• Transit media revolve around the concept of adversting when
customers are out of home and are going through any transport or on
the go to public places.
• Adverstimenent are displayed on the public transport and vehicles on
which brand promotion of a product and services takes place.
• ◇ various forms of Transit media :-
• {1} Bus advertising
• {2} Taxi Advertising
• {3} Rail Advertising

13. ☆ [6] Digital media or New media :-
• With speed and higher digital technology the
internet has taken over all mediums of
communications.
• Digital media is a two way communication as
users being active produces of content and
Consumers of content and information.
• Digital media or new media can be text ,audio,
graphics and video.
• Example like :- Email, websites, social media, and
networking , Blogging and vlogging , E- Books
Digital video , E- Commerse.

14. ☆Important of mass media:-
1. Transmission of knowledge.
2. Awareness about current affairs.
3. Entertainment.
4. Promotion of business.
5. Publicly of political activities.
6. Raising public opinion.
7. Personality Development.
8. Cultural Transmit.
9. Education programs.
10. Create freedom of thoughts.

15. ☆ Continue…
10.Create freedom of thoughts .
11. Agent of change.
12. Solution of problems through media.
13. Tourism portion development.
14. Social control we get to know about law and restrictions.
15. Liaison between Government and public.
☆Mass Media and Society:
• Reflection of society.
• Printed , Electronic or web.

16. ☆Continue…
• Entertainment and
education.
• Different media.
• Reach every corner.
• Different people from
different geographical
areas.
• Social networking sites help
to share ideas, views and
thoughts.

17. ☆Characteristics of Mass media:-
• Directs message toward relatively large, Heterogeneous and
Anonymous audience.
• Message are transmitted publicly no privacy.
• Short duration message for immediate consumption.
• Feedback is indirect , non existent or delayed.
• Cost per exposure per individual in minimum.
• Source belong to organizations or institutions.
• These is kind of online and digital means of producing,transmitting
and receiving messages are called new media .

18. ☆Mass media Effects theory:-
《1》The Limited effects theory:-
• This theory argues that because people generally choose what
to watch or read based on what they already believe.
• Media exerts a negligible influence.
• This theory organized and was tested in 1940s and 1950s.
《2》The class Dominant Theory:-
This theory argues that the media reflects and projects the view of a
Minority elite which control it.
Those people who own and control the corporations that produce
media comprise this elite.

19. ☆Continue :-
《3》 Culurist Theory :
• This theory was developed in 1980 and 1990.
• It combines the two other theories and claims that people
interact with media to create their own meaning out of the image
and messages they receive.
• Audiences play an active role rather than passive in relation to
media.
• Research focuses on the audience and how they interact with
media.
• Also the research Focuses on those who product the media.

20. ☆Disadvantages of mass media:-
• Fake news rapidly.
• Not suitable for children.
• Ruin of reputation.
• Personal injury due to stunt .
• Health problems.
• It glamorize drugs and alcohol.

21. ☆ Conclusion :-
Mass media here means communication through a number of
physical transmissionmodes such as print, audio, visual, audio-
visual and electronic forms to a general mass of common
persons, irrespective of their position, intellectual attainments,
or social status, etc. It is a means by which almost all current
human affairs arecollected, recorded and disseminated for the
consumption of any common person. It is an instrument by
which the general common public are kept informed of political
activities of a state, international relations between countries,
economic and business affairs, industrial relations, games and
sports, cultural events and entertainments, and a host of other
subjects.

23. ☆Citation :-
• Allen L, Richard and Hatchett, Shirley; The Media and Social Reality Effects: Self and System Orientations
of Blacks. 1 jan 1986. 25 apr 2021. <https://journals.sagepub.com/doi/10.1177/009365028601300106>.
• WRIGHT, R CHARLES; FUNCTIONAL ANALYSIS AND MASS COMMUNICATION. 1 jan 1960. 25 apr 2021.
<https://academic.oup.com/poq/article-abstract/24/4/605/1916011>.
• Hoveyda, Fereydoun. The Hidden Meaning of Mass Communications: Cinema,
Books, and Television in the Age of Computers. Greenwood Publishing Group, 2000.
• Schäfer, Mike S. "Sources, Characteristics and Effects of Mass Media Communication
on Science: A Review of the Literature, Current Trends and Areas for Future
Research." Sociology Compass, vol. 5, no. 6, 2011, pp. 399-412.
•
"Class-Dominant Theory." The SAGE International Encyclopedia of Mass Media and
Society, 2020.
• WHY MEDIA INFLUENCES ARE IMPORTANT." Media, Gender and Identity, 2003,
pp. 12-12.