The Electronic Media

The Electronic Media

DEFINITION: Electronic media that useelectronicsorelectromechanicalenergy for theend user(audience) to access the content.Role Of Electronic media:Man has a nature of curiosity. He always engages with doing something unique. In the past century they explored in many field. It was a time when a man could hardly think about the unbelievable development that is within reach now.

Media is a mean of transmitting the message, thought, opinion and view point. In the beginning, man used horse and other animal to send the message to the receiver. It took time to deliver the message and the probability of spoiling the message was on the top. Now man has entered the age of science and technology. They have explored the farther space. They have got a tremendous achievement in many field as well as Electronic Media. We are living in the era of electronic media. None can avoid and escape from it. It is prevailing profound effects on advertisement, education, information, politics and other social activities.

Now students have a great opportunity to enhance their knowledge through accessing internet. All the information in all topics is far beyond one touch of a button. Electronic media has entirely changed the mode of advertisement. Different types of tricks are employed to attract and attend the valuable customers. Sometimes an innocent client is really confused in making the decision. On the other hand it gives extensive options in selecting the desired product.

The international politics are greatly influenced by the electronic media. It is said who will win the media war will be most successful. It is a media through which the West propagates against Islam and other opponents. If we want to be dominant in the world, we will have to accept the challenge of electronic media otherwise we will be limping and looking at others.Positive Effects on Culture and Society:The media like television, radio and the Internet increase an overall awareness of the masses. They enhance the general knowledge by providing us with information from all over the world. News broadcast through different media helps us know about the day-to-day events in the world.News, telefilms and documentaries revolving around social issues increase a social awareness in children and develop their concern towards society. They also contribute to the enhancement of our knowledge, language and vocabulary.Quiz-based TV and radio shows, and the many programmers on history, literature, science, philosophy and art and culture on channels like Discovery, BBC and the National Geographic contribute to development of peoples minds and attitudes, widening knowledge and culture.Research has revealed that media are responsible for influencing a major part of our daily life. Media contribute to a transformation in the cultural and social values of the masses. Media bring about a transformation in the attitudes and beliefs of the people.The persuasive nature of the content presented over media influences the thoughts and behaviour of the general public. It helps in moulding ideas and attitudes. It influences lifestyle and culture.The development efforts taken by radio and television in the context of rural India need to be mentioned. Some recent experiments in television have successfully helped in transforming lives of the rural people. For instance, TV programmes on health, agriculture, employment, especially those produced by Doordarshan, have created awareness among people and motivated efforts for upliftmen of the deprived in society. Programmes have inspired people to tackle illness and disease and other problems in society.Some talk shows on TV have had a similar impact, for instance, talk shows, and serials that deal with the ill-effects of practices like dowry, sati, child marriage, and drug abuse in society.

(The end) Muhammad ShahzaibPage 3