MASS MEDIA

Any channel carrying messages to a vast, widespread, general audience is called mass medium.
Newspapers, magazines, books, T.V., Radio, social media etc., all are mass media of
communication.
PRINT MEDIA
Print media includes those media of communication which are controlled by space rather than
time. It can be read any available time and can be kept for record. Following are the major print
media of mass communication.
a) Books
b) Newspapers
c) Magazines

 Books
In the books was not a mass medium but privilege of the elite class. There were two
reasons for that. Firstly, books were not printed but transcribed by hand. Secondly, the
low literacy level in masses limited books exclusively to a small fraction of the society. It
was the nineteenth century which saw book as a mass medium.
In the contemporary world, book is one of the most effective mass media. It is the best
source of education. It is the best and cheapest means of storing and transmitting to others
the records, knowledge, literature, speculations and entertainment characteristics of the
human society. Books provide permanent record. Some books printed several years ago
are still in the existence.
Kinds of Books
Books are categorized as:
 Trade Books
 Paper-back books
 Text books
 Professional books
 Newspaper
Newspaper is one of the most important and effective print media of mass communication. It was
first published in Germany and later spread its roots to the rest of the world. Its valuable services

A newspaper is a periodical publication containing written

information about current events and is often typed in black
ink with a white or gray background.
to the community like information, education, entertainment, persuasion, cultural transmission,
record facility etc., have made it an inevitable medium for the contemporary world.
Functions of Newspapers
 Information and interpretation:
A newspaper provides information to people about various events, issues and occurrences
the world-wide. It also interprets and explains matters which will be otherwise difficult to
understand for readers.
 Opinion Building:
Besides reflection of public opinion a newspaper helps its readers to build opinion
about various national and international issues, events and policies through its
editorials and opinion columns.
 Education:
A newspaper is a great public educator great public educator. It discusses every
topic ranging from news to literature; supplies readers up-to-date information
about science and technology and also promotes civilization in the society.
 Entertainment:
A newspaper also entertains its readers through special features, stories of human
interest and cartoons etc.
 Advertising:
It serves as an agent between seller and buyer. It increases sale of various goods
and services through its advertisements. Besides the above mentioned functions, a
newspaper also provides a forum to the minorities, serves as a watchdog of the
government, and is used as a source for record and background information etc.
 MAGAZINE
Magazine is another important print medium of mass communication. A magazine is published
periodically in a bound format, has a double paper cover and usually better quality paper is used.
Magazines can be classified in terms of the regular intervals of their publication and appeal wise.
The first category includes weekly, fortnightly, monthly, bimonthly, quarterly, annually and
biennially etc.
 Functions of Magazine:
With a slight difference a magazine performs almost the same functions as a newspaper does:-
  Information:
Unlike newspapers a magazine does not provide hard news. However, it satiates its readers thirst
for information with in depth coverage of various stories. These may be about politics, crime,
personalities or fashion etc.
 Entertainment:
Magazine is a comparatively more entertaining print media. Beside other uses it gratifies readers
urge for entertainment. It contains features, comics, sports, showbiz, current affairs etc., for its
readers.
 Comment:
Like newspapers magazines also have specific editorial policy. They comment on a various
issues and policies in the light of their own respective editorial policies which on the one hand,
guide public opinion and other express their own policy.
 Advertising:
A magazine provides the means for establishing a credible roster of potential customers for
certain kinds of products.
 NEWSLETTER:
News letters can be effective low cast way to reach readers. A newsletter provides information in
the briefest form. Its readers are selective. Commercial concerns usually use newsletters to reach
their clients or potential clients in an effective way.
 PAMPHLETS AND LEAFLETS:
Both a pamphlet and leaflet are effective to convey a message to the target audience. However,
these usually have localized influence. They are informative and persuasive rather than
entertaining.
 ELECTRONIC MEDIA:
Electronic media of mass communication are time organized. They are younger than the print
media but not lagging behind them in effectiveness.
Radio:
Radio is a time organized medium of mass communication. Due to its significant role in mass
communication Radio has got the name of “The Magic Medium”. It has abolished all the
physical as well as psychological barriers and assured its access to all and sundry. The invention
of transmitter has increased its importance manifold. It permits its listeners to take their radio
wherever they go, even where electrical power is not available. All over the world it is
considered a medium of information, education, entertainment and persuasion. The news
bulletins and other local languages programs have made it a mass medium in real terms. It
teaches farmers about the use of new technology; educates mothers in child care etc.
 TELEVISION:
Television is an important audio-visual electronic medium. As regards effectiveness, it has taken
over the other media owning to its audio-visual quality, which creates a great sense of
participation. Basically TV is considered as a medium of entertainment. Nevertheless its great
effectiveness in the fields of education, information and persuasion is an acknowledge fact. It has
regularly scheduled newscasts which tell about the occurrences across the globe.
Television is intensely entertainment oriented. It is evident from commercial aspect. A large
number of people watch TV commercials for entertainment. Furthermore, its programs like
comics, drama, feature films, music, sports and various shows, all are for entertainment purpose.
TV is also an important means of education.
It also performs as cultural transmitter. With television in hour homes we are no longer in our
home or communities alone but are exposed to the cultures of so many other peoples.
 FILMS:
Films are also a mass medium. It had its hey days before the invention of television. In nineteen
thirties and early forties it was a mass entertainment medium. In Pakistan nineteen seventies and
early eighties people still used to go to cinemas for entertainment. However, later on the trend
changed and a present TV, especially the growth of home videos has over shadowed this medium
for entertainment purposes.
 STATIC MEDIA:
This group of media derives its name from the fact that the materials do not involve motion or
sound. For instance, posters, wall charts, exhibits, displays, maps and banners etc.
 POSTERS:
A poster is a sheet of paper with an illustration and usually a few simple words. Posters are also
means of mass communication. These are pasted a places from where people frequently pass.
Posters are designed to catch the attention of posters by. These are usually persuasive.
  BANNERS:
Banners are used on special occasions for the information of masses about some
event. These are localized in nature. However, their appeal is to masses.
EXHIBITS & DISPLAYS:
The job of exhibits or displays is to catch the attention of the passersby, impress them about a
fact or an idea, stimulate interest in the subject matter presented, and possibly urge them to take
some sort of action. Exhibits/Displays impart more information than posters. Wall charts and
maps are also static media of information.
 FOLK AND TRADITIONAL MEDIA
Folk media are the traditional typical media of a particular community of nation used from the
times immemorial for communication and sharing joys and worries. It may vary from
community to community and nation to nation. Various caste and linguistic groups have different
folk media.
The folk and traditional media are still the only mass media in the sense that they have their roots
in the traditions and experiences of a large majority of a population.
CHARACTERISTICS OF FOLK MEDIA
Folk and traditional media have some silent features which advocate its effectiveness and
importance. Some of them are given bellow;
1. Available to all sundry and enjoyed by persons of different age groups at a very low cast
2. Its impact is much deeper
3. Very useful for community development
4. They belong to the community and not to individuals, state or private industry
5. No threat of cultural colonialism and foreign ideological domination
6. These media are comparatively cheap
7. Culture – coated ; mental level of the audience; prompt feed-back
8. Local talent and localized message would have more credibility than those centralized
ones.
 WHAT IS SOCIAL MEDIA?
The term social media refers to a computer-based technology that facilitates the sharing of ideas,
thoughts, and information through virtual networks and communities. Social media is internet-
based and gives users quick electronic communication of content, such as personal information,
documents, videos, and photos. Users engage with social media via a computer, tablet, or
smartphone via web-based software or applications.
Social media is an internet-based form of communication. Social media platforms allow users to
have conversations, share information and create web content. There are many forms of social
media, including blogs, micro-blogs, wikis, social networking sites, photo-sharing sites, instant
messaging, video-sharing sites, podcasts, virtual worlds, and more.
KEY TAKEAWAYS
 Social media is a computer-based technology that facilitates the sharing of ideas,
thoughts, and information through the building of virtual networks and communities.
 There are more than 4.5 billion social media users around the world.
 The largest social media networks include Facebook, Instagram, Twitter, YouTube, and
TikTok.
 Social media typically features user-generated content and personalized profiles.
Understanding Social Media
Social media originated as a way to interact with friends and family but was later adopted by
businesses that wanted to take advantage of a popular new communication method to reach out
to customers. The power of social media is the ability to connect and share information with
anyone on Earth or with many people simultaneously.
There are more than 3.8 billion social media users around the world. Social media is an ever-
changing and ever-evolving field, with new apps such as TikTok coming out seemingly every
year, joining the ranks of established social networks like Facebook, YouTube, Twitter, and
Instagram.
According to the Pew Research Center, social media users tend to be younger. Nearly 90% of
people between the ages of 18 and 29 used at least one form of social media. Further, these users
tend to be better educated and relatively wealthy.
Social media may take the form of a variety of tech-enabled activities. These activities include
photo sharing, blogging, social gaming, social networks, video sharing, business networks,
virtual worlds, reviews, and much more. Even governments and politicians utilize social media
to engage with constituents and voters.
For individuals, social media is used to keep in touch with friends and extended family. Some
people will use various social media applications to network career opportunities, find people
across the globe with like-minded interests, and share their thoughts, feelings, insights, and
emotions. Those who engage in these activities are part of a virtual social network.
For businesses, social media is an indispensable tool. Companies use the platform to find and
engage with customers, drive sales through advertising and promotion, gauge consumer trends,
and offer customer service or support.
What are the benefits of using social media?
Billions of people around the world use social media to share information and make connections.
On a personal level, social media allows you to communicate with friends and family, learn new
things, develop your interests, and be entertained. On a professional level, you can use social
media to broaden your knowledge in a particular field and build your professional network by
connecting with other professionals in your industry. At the company level, social media allows
you to have a conversation with your audience, gain customer feedback, and elevate your brand.