write a short note on need of mass media
Answers
Answer:
MASS MEDIA
The term "mass media" was coined with the creation of print media, which is notable for being the first example of mass media, as we use the term today. This form of media started in Europe in the middle Ages. Mass media refers to a diverse array of media technologies. Mass media plays a very important role in organizing public opinion. Mass media means technology that is intended to reach a mass audience. It is the primary means of communication used to reach the vast majority of the general public. A system by which marketers and advertisers are able to tap into satellites, and broadcast commercials and advertisements directly to cell phones, unsolicited by the phone's user.
Mass vs. mainstream and alternative
The term "mass media" is sometimes erroneously used as a synonym for "mainstream media". Mainstream media are distinguished from alternative media by their content and point of view. Alternative media are also "mass media" outlets in the sense that they use technology capable of reaching many people, even if the audience is often smaller than the mainstream.
Outdoor media
Outdoor media is a form of mass media which comprises billboards, signs, placards placed inside and outside commercial buildings/objects like shops/buses, flying billboards (signs in tow of airplanes), blimps, skywriting, AR Advertising. Many commercial advertisers use this form of mass media when advertising in sports stadiums. Tobacco and alcohol manufacturers used billboards and other outdoor media extensively.
The mass media are capable of facilitating short-term, intermediate-term, and long-term effects on audiences. Short-term objectives include exposing audiences to health concepts; creating awareness and knowledge; altering outdated or incorrect knowledge; and enhancing audience recall of particular advertisements or public service announcements (PSAs), promotions, or program names. Intermediate-term objectives include all of the above, as well as changes in attitudes, behaviors, and perceptions of social norms. Finally, long-term objectives incorporate all of the aforementioned tasks, in addition to focused restructuring of perceived social norms, and maintenance of behavior change. Evidence of achieving these three tiers of objectives is useful in evaluating the effectiveness of mass media.
Mass media performs three key functions: educating, shaping public relations, and advocating for a particular policy or point of view. As education tools, media not only impart knowledge, but can be part of larger efforts (e.g., social marketing) to promote actions having social utility. As public relations tools, media assist organizations in achieving credibility and respect among public health opinion leaders, stakeholders, and other gatekeepers. Finally, as advocacy tools, mass media assist leaders in setting a policy agenda, shaping debates about controversial issues, and gaining support for particular viewpoints.
MEDIA EFFECTS
Decades of studies on the consequences of mass media exposure demonstrate that effects are varied and reciprocal—the media impact audiences and audiences also impact media by the intensity and frequency of their usage. The results of mass media for promoting social change, especially in developing countries, have become important for public health. J. R. Finnegan Jr. and K. Viswanath (1997) have identified three effects, or functions, of media:
(1) The knowledge gap.
(2) Agenda setting.
(3) Cultivation of shared public perceptions.
Importance of mass media on youth
Media has made the distances of the World easily reachable. Our country India is like a tree whose roots are culture, tradition, harmony and brotherhood but today it’s replaced by the yellow ones of western culture. It’s good that we are adapting western culture by keeping our own culture on zenith. As the sole reason for which today Indians are venerated on world stage is just because of the vintage of this nation. But instead of this we are just forgetting our culture and are totally influenced by the western one as we feel it to be more attractive, trendy and modern which has given the top most priority in today's world. Led by wealthy Western countries, the mass media, the fashion industry and the education curriculum, the perception of beauty is increasingly being defined by Western parameters due to reasons such as globalization, free trade and high technology. The inundation of Western culture is undeniable as it has effects that are both unconsciously beneficial and detrimental in our daily lives. The process of learning has also been deeply affected by the mass media. The career choice has now grown into a big vista. I guess for this all, the media had a major role to play.
Explanation:
Explanation:
➜ The print and audio video means of communication have a great role to play in child socialisation .
➜ Newspaper, magazine, textbooks television etc play a lucid role in transmitting culture from one generation to the other.
➜ The state may also use them deliberately to educate the mass. They may be used purposively to change the value system .
➜ In tradition and simple societies the agencies of socialization are Limited and harmonious in influencing the personality of the individual .
➜ In Complex Societies, However, There are many and diverse agencies,at time working at cross purposes.