mass media influence in society

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SAKSHI CHAUHAN
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OBJECTIVE

• Outline the development of journalism in India
  from a mission to an industry and explain its
  present impact on people.
• Describe the reach of radio and impact on the
  masses.
• Explain the role of films as a mirror of social
  realities and effects on the society.
• Describe the role of TV among the Indian elite
  and masses
• Describe the new technology like video cable and
  satellite and identify their relevance to the
  Indian media scenes

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INTRODUCTION

• Discussion on the issue of impact of mass media
  in the Indian contents by taking each medium
  separately we shall first take of the print media
  primary because it happened to do to be the
  earliest type of mass media and mass
  communication in India that's great people access
  to this media and their impact on the society new
  technology is made their entries during 1970 and
  1980 there are videos cable and Satellite TV we
  shall discuss this effect does new channel of
  mass communication has have on the people

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CHARACTERISTICS OF MASS MEDIA

• Over the years, the impact of mass communication
  has increased drastically because of the
  improvement made. Hence, it is crucial to known
  the main characteristics of mass media, and they
  are as follows
• it communicates a public message
• theres a distance between a source of
  information and people who obtain it
• it can be transmitted through various channels,
  such as TV, the internet, radio, and newspapers
• it has a heterogeneous audience
• news or information communicated through TV,
  radio, and print media cant receive feedback.
• Its essential not only to know these features
  but also to be aware of mass media types, so
  lets jump into the next section.

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TYPES OF MASS MEDIA

• Print media. It can range from billboards to
  coupons and is one of the easiest and oldest ways
  to reach the masses. Originally, print media
  referred to newspapers, which were the primary
  sources of information. Further, this type of
  media expanded to journals, books, and magazines.
• Outdoor media. Ambient marketing is an excellent
  example of modern outdoor media. Brands use
  unusual locations and items to promote their
  products. Lets take Folgers, for instance. This
  brand of coffee used manhole covers to promote
  coffee in a unique and eye-catching way.
  Therefore, places like bus stops, public
  transport, and buildings can serve creative
  companies as places for promotion.
• Broadcasting media. With the help of an
  electronic broadcasting medium, audio and video
  content is distributed to a dispersed audience.
  Television, radio, video, and games appeal to
  heterogeneous audiences, people who differ in
  age, background, views, goals, and interests.
• Digital media. There are around 4.66 billion
  active internet users worldwide in 2021, which
  means that the world is dependent on digital
  media. Today, brands promote their goods and
  services through sites, YouTube, podcasts, and
  more. Besides, companies often implement
  Instagram marketing and Facebook advertising to
  pitch their products.

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POSITIVE ASPECT

• National integration - Films and TV promote
  National integration to a great extend.
• Increase in awareness - mass media promote social
  issues such as anti Dory safe sex small family
  norms employment guarantee schemes etc
• Positive image of women - status of womens in an
  integral parts of the culture of any society.
• Increase in employment opportunities - directly
  or indirectly the advertisement channels and the
  production houses generate.
• Straightening family ties - reinforcing
  traditional values or eating together and living
  together has a strengthen family ties.

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NEGATIVE ASPECT

• Promoting popular culture
• Crime and violence- In course of imitating their
  favourite stars they end up being indulge in
  anti- social elements.
• Stereotypical image of womens - womens on screen,
  when used as sex symbols the mind set of the
  people get affected.
• Sensationalizing events - Paparazzi become the
  vital part of our culture affecting the privacy
  of a member of society

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POPULAR CULTURE

• Popular culture is the media, products, and
  attitudes considered to be part of the mainstream
  of a given culture and the everyday life of
  common people. It is often distinct from more
  formal conceptions of culture that take into
  account moral, social, religious beliefs and
  values, such as our earlier definition of
  culture. It is also distinct from what some
  consider elite or high culture. For some people,
  American Idol is pop culture and opera is culture.

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CONCLUSION

• It is important to note that the media has a very
  important role in shaping our culture. The media
  has promoted globalization and in the end people
  from different nationalities and cultures are
  able to exchange values and ideas that are
  beneficial to their lives.
• The mass media and the internet have greatly
  contributed to cultural construction of many
  societies across the world and therefore making
  them to become very important agents of
  socialization. The mass media agents such as the
  television, internet, films and radio have been
  very instrumental in promoting socialization by
  providing a perfect platform exchanging ideas and
  opinions in various issues that affect life.
  Networks have also been able to affect different
  cultures across the world.

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THANK YOU