UNDERSTANDING MEDIA

​Benefits of advancement in media technology

• Higher accessibility: There has been change in technology and modernization of machines. It has increased the reach of the media.

• Improvement in the quality of sound and images.

• Changes our thinking: Technology brings about a change in the way we think about our lives. For instance, television has enabled us to think that we are members of a larger global world. It has expanded our thinking.

• Bringing the world closer to us: Through satellites and cables television we can see the events happening in the world. In other words, we can say that the world is shrinking.

​Media and Democracy

Democracy refers to the concept of of the people, by the people and for the people. The elected representatives are accountable to the people. Media plays an important role in providing information about events happening in the country and the world. Based on this information, people are able to understand how the government is working. How much it has fulfilled its promises and where it is lagging behind. People can express their views and take action against the government based on the media reports. They do this by way of:

• Writing letters to the concerned minister

• Organizing public rallies and protests

• Holding signature campaigns, etc.

​Revenue for media

Advertising is the major source of revenue for mass media.

• Advertisement in the mass media: During news, cricket match and serials etc. 

• Advertisement in print media: Newspapers also carry a lot of advertisements which are a source of revenue for them. For example; advertisements of housing projects, cars, offers in supermarkets.

​Media and Technology

Newspaper, television and radio are able to reach millions of people because of the use of technology. This technology keeps on changing. A recent phenomenon in the field of media is cable television, satellite television and the internet. Media can be broadly classified into two types: Electronic Media Print Media The names print media and electronic media depend on the different technologies these media use

​​Links of media

Media has strong links with:

• Technology

• Money (Big Business)

• Deomcracy

• ​Social media is an online communication channel. It allow people to create, share or exchange information, ideas etc. Facebook, Twitter, Whats app are some of its examples. People across the world can interact with each other here. This interaction can take many form but some common types include:

• Sharing photos, videos and posts and links.

• Commenting on the photos, posts, updates, videos and links shared by others.

• ​Media is the plural form of medium. It describes any channel of communication. This can include anything from printed paper to digital data. In general, media refers to television, radio, newspaper, internet and other forms of communication.

• ​TV, newspapers and radio are a form of media. These can reach millions of people across the globe. Hence these are called mass media.

​Definition of public protest

When a large number of people come together and openly state their opposition to some issue, it is called the public protest. Following are methods of public protests:Organising a rally Starting a signature campaign Blocking roads

​Meaning of Censorship

Censorship refers to the powers that government has to disallow media from publishing or showing certain stories.

​Setting of Agenda by Media

Media creates public opinion in a democracy. It can build up public opinion in favour or against any issue. It is done to divert from real issues like economic growth, unemployment, poverty etc. Instead of highlighting public issues, it concentrates on other things like movies, gossips, comedy etc.

Following are Examples of Local media: 1. Community Radio 2. Documentary Films 3. local newspaper like Khabar Lahriya

Local Media acts as an important link between the common people and government. It communicate the important matters related to local government. It helps in covering small issues that involve ordinary people and their daily lives.

Local media is the media that is run by local groups and is concerned only for the local people.

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Media uses expensive technology. A news studio has the following expenses:

• Equipments; like light, camera, sound recorders, etc.

• Rentals for transmission satellites

• Cost of human resources which includes salaries for newsreaders and support staffs.

• Technology upgradation cost: Technology keeps on changing and media need to ugrapde technology. This too involves huge cost to the media.

Since so many costs are involved in media, most television channels and business houses are a part of big business houses.

​Importance of Local Media

Local Media acts as an important link between the common people and government. It communicate the important matters related to local government. It helps in covering small issues that involve ordinary people and their daily lives.

Local media is the media that is run by local groups and is concerned only for the local people.

​1) In what ways does the media plays an important roll in the democracy ?