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What Is Mass Media? Types and Importance Of It: How Does Mass Media Influence Politics And Public Op

Referencing Styles : APA | Pages : 1

Mass Media

It refers to diversification of different media technologies, which reaches to large audiences through mass communication.  Technologies by which communication occurs includes a various number of outlets. Broadcast media is transmission technology, which transmits information electronically via media. Films, radio, music recording system and television are types of broadcast media. Digital media comprises of internet and mobile mass communication. Internet media is a feature, which involves email, social media sites, websites, internet based radio and television system. Maximum mass media outlets have presence on web. They focus on running those channels by linking with TV while giving advertisements online. It also intends to direct mobile users to the website. This gives positive efficiencies to collect revenue by attracting customers through this policy. This feature provides cost-efficiencies and it is easy to access for easy broadcast information to the customers. Outdoor media transmit information through social media as advertising feature, billboards feature and blimps. Airplanes, sports stadiums, commercial buildings and sports stadiums use it; however, print media transmit information through physical objects. Such as books, comics, magazines, newspapers and pamphlets are the mediums by which print media transmit information. Event organizing and public speaking are also considered as mass media.

Organizations, which look after or control these technologies, for example movie studios, publishing companies, radio station considered as mass media.

Types of mass media

This is a communication device, which is used to communicate and interact with huge number of audience in different kind of languages. There are different types of instruments, which are shared, such as pictorial messages of early ages, high technology media, which are easily available today. Mass media is one of the key technologies and it is inseparable.

i) Print media

It encompasses mass communication through the printed material. It also includes newspapers, magazines, booklets, brochures, house magazines, newsletter etc.

ii) Newspapers

   Newspapers are referred as the most preferred medium in reaching wider audience by electronic communication, which emerged on the media scenario. During the early days, newspaper were considered as the only medium of getting information and large masses depend on that purpose. Newspaper carries all kind of information, which helps a person to gather most of the information and news required to keep updated. It concludes different topics such as, politics, socialism, current affairs, entertainment, finance etc. Apart from these topics, cartons, crosswords, book reviews, film reviews, puzzles etc. provided by the newspaper. It involves interest efficiencies of large mass of people. Newspaper is considered as important sector of mass communication because it can reach to every corner of the world. It also plays an important role in providing authentic importation to every customer, which helps to build opinions and upgrading knowledge of the reader.

iii) Magazines

Magazines are considered another type of popular print media in the world. They focus on to a specific type of audience who are looking forward to gather information based on some particular subject. Magazine usually covers number of topics such as current affairs, business, finance, consumers, gadgets and luxury items. Entertainment, travel, beauty, fashion, lifestyle are also included in this sort. Frequency of magazines is weekly, fortnight, bi-monthly, quarterly, half-yearly and yearly. These types of magazines are considered as the best forum for advertisers because they has niche readership. Readers are always involved to specific type of information, which they are interested to read and know about it. Camera and gadget magazine are the most valuable items, which has direct brand image on the reader’s mind who are associated purchase camera.

iv) Booklets and brochures

Booklets and brochures are considered as part of promotional literature of different product, organization. Two kinds of booklets and brochures are there. Pre-buying promotion is considered usually in malls and stores where it is easy to give promotional literatures because it can be distributed free to everyone. Post-buying promotions considered with product for better customer experience and focusing on easy usage of the users. It gives using directions to the products they sell to the customers. Guidelines provided such as direction of opening of the product, cleaning services, storage instructions. Innovation, sustainability, services and solutions offered by the Company are all mentioned within the brochures.

v) Direct Mailers

These are small pamphlets, which are devices for direct advertising and marketing. Postal mails are arrived at the doorstep through postal mails. Direct mails are literally cheaper option in terms of marketing in case of bulk advertisements in term of cost-effective through post. Many of them consider colorful advertisements, discount, gift coupons, pre-approved credit card offerings.

vi) Handbills

It is a form of communication, printed on a small paper. It is an instrument, which is easier to carry, colorful, attractive and legible. Handbills are handed to all the passers-by, which is mainly useful for restaurants, hotels, nightclubs, tuition houses, political campaigns, concerts and rallies. People mostly throw it away even without reading it properly.

Importance of mass media

Mass media is mainly involved in the production of modern culture. Every day, everywhere exciting things are happening in our society. Mass media is helping pass out the information into ourselves so that we can easily know about the events and different things occurring. People generally learn news and views it during reading newspaper or from magazines. Television and telephone are also considered as mass media. Radio and television plays a big role in passing news to the people. Mass media plays a big role in organizing public opinions. Thousands and millions of people watch Television reads newspaper in their idle time. Television incurs maximum popularity in the life of family most of the time; it is a habit of different people which is very difficult to change. Mass media was created in order to reach large number of audience. During the year 1920 radio networks were established. Later then, mass-circulation of newspapers and magazines were initiated. Mass media is used for different purposes: advocacy for both business and social concerns are used. Advertising, marketing, propaganda, public relations, political issues are the things which are addressed by this feature. Entertainment through performances of acting, music, sports along with light reading is issued. Journalism is the way of collecting analyzing, verifying, presentation of information is important segment, which are benefited by them. Trends, issues, people and events are important segments of mass media. Electronic media and print media include broadcasting in narrow sense of recorded discs and tapes. Video and computer games are followed by maximum teen agers, which are considered as entertainment for them.

Television is considered as the most important innovation which is useful for the customers to follow. It is a big force nowadays through the world. It gives the opportunity to know about the best actors, best singers, best cricketers, best footballers etc. It also helps to understand the current affairs of present, review of music, sports and many others. These programs can able to deal with the social and the political problems related to the current society. The goal is to providethe analysis of the problems and to observe the different points of the view. They are also concerned with the national events related to different countries.  They show different kinds of the gatherings with the very famous analyst of the political science. They can also discuss the most difficult problems related to the politics on the current scenario. The people cannot live without the existence of the mass media. It is very careless attitude for avoiding this because the public can use the advantages. The public should be very cautious and also filters different kinds of the information.

Influence of mass media

The mass media and all the other types of the media have the huge influence in the society. The many people relies on the media as the source of the information that is for the thinking of the truth. The media can quickly change the mindset of the people and also their thoughts in a very less amount of the time. This report is very much concerned regarding the conflict in many of the covers and it also focus on the story and also ignore and also fail to indicate the other part of the side. In current scenario, new people can represent the commentators that can start to give information

The political party  has the convention in to its familiarity for the nomination of the candidate for the post of the president. The party wants to win the election. When the political leaders play for the media then most the public criticizes the media industry. The internet can also used in the unethical manner to show their power between the government and also the citizen. The media does not honestly explore the different issues. The media can be influenced at the time of the election. In order for the wining, each candidate seeks the media to gain the attention from the different kinds of the voters.


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