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8Dr. Akhlas Ahmed, GreenwichLecture-1, Feb 17th 2014

MEDIA

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What is Media?

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“Media is the means of catharsis and is must for normal living.”

(Aristotle)

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The word medium comes from the Latin word medius (middle).Media is a plural word (singular medium)

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In communication, media are the storage and transmission channels or tools used to store and deliver information or data.

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It is often referred to as synonymous with mass media or news media, but may refer to any means of information communication.

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MASS MEDIA

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Mass media is a term used to denote a section of the media specifically designed to reach a very large audience such as the population of a nation state.

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Mass media is the major source of providing news and entertainment to the people who want to know who is doing what and what is happening

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Mass media favor one to many communication. It refers to communication devices, which can be used to communicate and interact with a large number of audiences.

Television Radio Cinema Newspaper Magazines

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Types of Mass Media:

Mass Media is divided into four types. Electronic Media Print Media Interactive Media New Media

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Electronic Media:

Electronic media is the kind of media which requires the user to utilize an electric connection to access it. It is also known as 'Broadcast Media'. It includes television, radio, and new-age media like Internet, computers, telephones, etc.

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TELEVISION: Television appeals both the auditory and visual senses, and hence is an

important communication device as it beholds the attention of the audience.

For many people, it is impossible to imagine a life without their television sets, be it the daily news, or even the soap operas.

Television has become an advertising hub where advertisers are ready to spend huge amounts for an ad of few seconds, especially for programs with high viewership.

It offers various programs to appeal the masses of different age groups. It is a popular means of communication which provides both information

and entertainment. This category also includes electronic media like movies, CDs and DVDs as well as the electronic gadgets.

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RADIO: Radio has a significant reach. A considerable number of urban population tune into

radio every week while on their way to work. Advertising on the radio with catchy jingles and phrases

is a tried and tested means of communication. Radio lost its popularity with the boom of television. But

till day, radio remains one of the favorite means of electronic communication.

It is an interactive means of communication with all the dial-in programs which give the listeners an opportunity to feature on radio.

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NEW AGE MEDIA: With the advent of Internet, we are now enjoying the benefits of high

technology mass media, which is not only faster than the old school mass media, but also has a widespread range.

Mobile phones, computers, and Internet are often referred to as the new-age media.

Internet has opened up several new opportunities for mass communication which include email, websites, podcasts, e-forums, e-books, blogging, Internet TV, and many others which are booming today.

Internet has also started social networking sites which have redefined mass communication all together. Sites like Facebook, Twitter, and YouTube have made communication to the masses all the more entertaining, interesting, and easier!

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NEW AGE MEDIA: Mobile Phones: Mobile phones have become a boon to

mankind. It has made communication possible at anytime, and from

anywhere. Nowadays, a smart device like a mobile phone is not only

used for interaction, but also for other technical utilities like operating pumps from remote locations, etc. You can also get alerts of your monetary transactions on a mobile phone. About a decade ago, who would have thought of having Internet on mobiles? Today, we can stay in touch with the whole world via Internet on our mobile phones.

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NEW AGE MEDIA: Computers Computers: With the invention of computers the

impossible has become possible. We virtually get information about everything from pin to piano with the help of computers. It has added speed and multimedia to the information which was earlier available only in the print format. Also, anyone can voice their opinions through computers. Computers have added a new breakthrough in the mass media by combining human intelligence with the cutting edge technology.

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NEW AGE MEDIA: Internet This is the most important device of the new age media. The

discovery of Internet can be called the biggest invention in mass media. In earlier days, news used to reach people only with the morning newspaper. But today, live updates reach us simultaneously as the events unfold. For example, the royal wedding of Kate Middleton and Prince William was watched live on the Internet by millions of people around the world. Internet has inspired interaction and connectivity through its social networking medium. It has become one of the core means of mass communication. We cannot think of leading our lives without it. Let us see how Internet impacts mass communication through the following mediums.

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NEW AGE MEDIA: Email, Webs Emails: Emails or electronic mails have drastically

reduced the time it took for drafting and sending letters, or mails. Electronic mails have also facilitated lesser usage of paper.

Websites: Internet has a plethora of websites dedicated to various people, companies, brands, causes, activities, etc. The most significant utility of these websites is for providing information, search engines, downloads through libraries, and interaction through the social networking sites. Because of these websites, carrying out e-commerce transactions has also become easy.

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NEW AGE MEDIA: Podcasts, E-Forums, E-Books

Podcasts are mediums of mass communication that include short video or audio files. They can be seen and heard on mobiles, computers, and portable media instruments. They are engaging devices of communication.

E-Forums are bulletin boards on websites where people start threads on topics. These are usually hosted on a website. These forums are open platforms to discuss a range of topics right from which wall color is appropriate for a baby girl's room to the research on the God particle. People give their opinions and share their experiences on various topics.

E-Books: There are a number of websites which have hosted eBooks and online libraries. The main benefit of having eBooks is that you don't have to carry bulky books. You can read them on your eBook readers, mobiles, computer screens, or other devices. You can even adjust the font size to suit your requirements.

Blogging: A blog is a space on the Internet where a single person or a group of people record their information, opinions, photos, videos, etc. It is an interesting and free platform to talk about any topic. Interaction happens in the form of comments or feedback.

Internet TV: It is also known as online TV. It usually has an archive of programs. You have to choose the program, you wish to view from the list. You can either view the programs directly from the host server, or download the content on your computer. It is an effective means of communication.

Facebook: It is the most popular social networking website. Facebook has several applications which people utilize. It is the best platform to meet old friends, or make new ones. Advertisers also like this forum for communicating about their products.

Twitter: It is also a famous social networking website. Twitter is a microblogging site which allows interaction and feedback of different people. There was a time when it was very popular among celebrities and individuals. Today, the governments of various nations have understood the importance of "tweeting" information to the public, and regularly share information through Twitter.

YouTube: It is a website which uploads content in a video format. It houses a range of interesting videos that appeal to people of all generations. From films to educational videos, you will find everything on YouTube.Back to Index

Visual media like photography is also a crucial medium since it communicates via visual representations. Public speaking, and event organizing can also be considered as forms of mass media. Though print media is still popular, it is not environmentally viable. More and more people are shifting to e-newspapers, eBooks, e-brochures, etc. Internet has completely transformed the traditional ideas of communication. Mass communication, over a period of years, has depicted an evolving trend, and with the advancements in technology, it will continue to do so in future too. All you have to do is keep yourself abreast with the latest innovation in mass communication!

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NEW AGE MEDIA: Blogs, Internet TV, FB Blogging: A blog is a space on the Internet where a single person or a

group of people record their information, opinions, photos, videos, etc. It is an interesting and free platform to talk about any topic. Interaction happens in the form of comments or feedback.

Internet TV: It is also known as online TV. It usually has an archive of programs. You have to choose the program, you wish to view from the list. You can either view the programs directly from the host server, or download the content on your computer. It is an effective means of communication.

Facebook: It is the most popular social networking website. Facebook has several applications which people utilize. It is the best platform to meet old friends, or make new ones. Advertisers also like this forum for communicating about their products.

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NEW AGE MEDIA: Twitter, You Tube

Twitter: It is also a famous social networking website. Twitter is a micro blogging site which allows interaction and feedback of different people. There was a time when it was very popular among celebrities and individuals. Today, the governments of various nations have understood the importance of "tweeting" information to the public, and regularly share information through Twitter.

YouTube: It is a website which uploads content in a video format. It houses a range of interesting videos that appeal to people of all generations. From films to educational videos, you will find everything on YouTube.

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VISUAL MEDIA: Visual media like photography is also a crucial medium since

it communicates via visual representations. Public speaking, and event organizing can also be considered as forms of mass media. Though print media is still popular, it is not environmentally viable. More and more people are shifting to e-newspapers, eBooks, e-brochures, etc. Internet has completely transformed the traditional ideas of communication. Mass communication, over a period of years, has depicted an evolving trend, and with the advancements in technology, it will continue to do so in future too. All you have to do is keep yourself abreast with the latest innovation in mass communication!

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Print Media: Print media encompasses mass communication

through printed material. Newspapers Periodicals, Magazines, Journals, Digests Booklets, Brochures, Books Newsletters, Press Releases Direct mails, Handbills, Flyers Billboards

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Newspapers: DAWN, DAILY JUNG Most preferred medium to reach a wider audience. Earlier period newspapers were the only medium that masses at

large. Newspaper carries variety of topics like politics, socialism, current

affairs, entertainment, finance, stocks, cartoons, crosswords, movie / book reviews, puzzles etc.

Captivates interests of the readers from all age groups. Newspaper reach every corner of the world where electronic media

fails. It plays a pivotal role in providing authentic firsthand information,

building opinions, updating the knowledge of the reader, and serves as a good platform for advertisers to promote their products.

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Magazines: TIME / Reader’s Digest Most popular type of culture print media. Usually cater specific type of

audience who are looking for information based on a particular subject. Magazines covers topics like current affairs, business, finance, consumers,

gadgets, self-help, luxury, lifestyle, beauty, fashion, entertainment, travel etc. Frequency of magazines varies like weekly, fortnightly, bi-monthly, quarterly,

half-yearly, or yearly. Best forum for advertisers as they have a niche readership. The readers look

for a specific type of information. Specific advertisement in a magazine will definitely have a direct brand impact

on the reader. Magazine possess longer shelf life then newspaper.

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Booklets and Brochures: Part of the promotional literature of a product of an organization.

There are two types of booklets and brochures. Pre-buying promotion: Usually in malls and stores, promotional

literature is distributed free to all (with discount offers, or other schemes which seem profitable). For example, a free booklet about cosmetics will include information about the products, latest trends, contents, the benefits of using them, the available range, or colors, discount coupons, etc. This, will most likely, have a positive impact on your decision-making.

Post-buying promotion: These booklets and brochures are usually given with a product for better customer experience and easy usage, post purchasing. You must have observed when you buy any new item, it is usually accompanied with a small booklet giving details about the benefits of using the product, usage directions, cleaning and storage instructions.

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House Magazines: Periodicals / Newsletters To keep the stakeholders, customers, investors, solicitors posted

about the news related to the company. House magazines include data about a company's achievements,

employee engagement activities, and information about the offerings. A periodical or newsletter, is more or less, designed on similar lines

but its size is restricted to a few pages only. Mostly, it includes similar information but in a very short format.

Their frequency ranges from weekly to yearly. It has an encouraging impact on the stakeholders because of the

'feel-good factor'. They believe that the company cares to communicate with them, and this also increases their confidence about the prospects of the company.

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Direct Mailers: Direct mailers are small pamphlets, which are devices for direct

advertising and marketing. Usually they arrive at our doorstep through the postal mails.

Direct mails are a relatively cheaper option of marketing as bulk advertising is cost-effective through post. Most of them include colorful advertisements, discount and gift coupons, preapproved credit card offers, automobile, realtor, and political promotion.

Direct mailing system is best suited for B2B business. People have a tendency to remember what they see in the advertisement, and recall it while making a purchase, or a voting decision. Also, the attractive offers on a commercial direct mailer prompt many to make a positive buying decision.

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Handbills or Flyers: Handbills or flyers is a form of communication which is printed

on a small paper. It is easy to carry, colorful, attractive, and legible to read. They are handed out to all the passers-by. These are useful mainly for restaurants, hotels, nightclubs,

political campaigns, delis, concerts, rallies, political campaigns, etc.

People are more prompted to throw it away without reading. Hence, many a time this fails to be an effective medium of mass communication.

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Billboards: Billboards or hoardings are huge advertisements that are put up at a height

in strategic locations to fetch more attention. They usually attract the targeted audience by their bold colors, attention-

grabbing headlines, creativity, designs, special effects, etc. Initially, billboards started by hand painting huge boards, and eventually

graduated to putting up printed sheets. Later came a trend for incorporating neon signs, videos, and graphic (which

are part of electronic communication) cut-outs which extend out from the boards, 3D rubber, or plastic balloon objects, etc. Such billboards are called bulletins. They command the best customer exposure. Communication in these types of billboards should be in minimum words. The images should speak louder than the words.

They are a successful medium of communication as they are good at captivating and retaining customer attention.

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Press Releases: Press release is an important device of communication because it takes

the relevant communication directly to the press. Whenever government, organizations, NGOs, retail outlets, design houses, celebrities, etc. have a newsworthy announcement to make, they draft a press note which is then sent to the members of the press in the form of a hard copy, fax, mail, or CD.

A press release is also distributed in a press conference. A press release answers all the "W type" questions like what, who, where, how, and when, in its content.

A quote of the spokesperson is also added to give it credibility. This is issued on the letterhead of the organization. It begins with a headline and dateline, and closes with the media contact for the organization. Most of the matter in a press release gets picked up by journalists, hence it should be worded wisely and strategically.

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Books: A significant medium of mass communication as they have a large reader

base. The expressions and opinions of the writer are taken to the readers in the form of a compiled book.

The printed form of communication was popular earlier. However, with the advent of electronic media, print media has taken a backseat.

It is said that the electronic, or new age media have replaced the print media, there exists a majority of audience who prefer the print media for various communication purposes.

it is true that, print media harms the environmental balance with its requirement for paper and chemical ink. Also, disposing off redundant print material is a problem.

Most of the people today have television sets, radios, and Internet access which are sustainable, eco-friendly, and cost-effective forms of communication. Moreover, print is a one way communication, while electronic media allows interaction.

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Interactive Media: In the last century, a revolution in telecommunications has greatly

altered communication by providing new media for long distance communication.

Analog telecommunications include traditional telephony, radio, and TV broadcasts.

Digital telecommunications allow for computer-mediated communication, telegraphy, and computer networks.

Communications media impact more than the reach of messages. Modern communication media now allow for intense long-distance

exchanges between larger numbers of people (many-to-many communication via e-mail, internet forums).

On the other hand, many traditional broadcast media and mass media favor one-to-many communication (television, radio, cinema, newspaper, magazines).

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New Media: In the twenty first century, a revolution in telecommunications has

greatly altered communication by providing new media for long distance communication.

Analog telecommunications include traditional telephony, radio, and TV broadcasts.

Digital telecommunications allow for computer-mediated communication, telegraphy, and computer networks.

Communications media impact more than the reach of messages. Modern communication media now allow for intense long-distance

exchanges between larger numbers of people (many-to-many communication via e-mail, internet forums). On the other hand, many traditional broadcast media and mass media favor one-to-many communication (television, radio, cinema, newspaper, magazines).

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Thanks