WELCOME

Presented By: SHUBHAM YADAV

MASS MEDIA &

IMPACT

TOPIC:-

What is media?• Media is a tool used to

convey mass communication to a larger audience or market. Up until the 20th century the main source of information were TV, Radio, Magazine, Newspaper and lately the internet. These mass media plays a big role in our life.

How it affects us:- • The media is a good source of information and entertainment. • It has a great effect on the

society and in our life experience, our attitudes, our kids and our self. We sometimes try to apply these concepts to our everyday life. • Media can be a great source of

wisdom and knowledge but we should realize its impact on our society, our family, our attitudes, our kids and our self.

MEANING:-

• The “MEDIA” is a “LATIN” plural form of the noun medium, which means an intervening substance through which something is conveyed or transmitted. • E.G:- Newspaper, Magazine, Radio,

Television. Music & internet are all examples of media.• Matthew P. McAllister, in his book

THE COMMERCIALIZATION OF AMERICAN CULTURE, says that ‘ A well – Developed media system, informing and teaching its citizens, helps democracy move toward its ideal state’.

• The Print Media has been a strong influence ever since the industrial revolution but it is after “WORLD WAR II”, television; radio & now Internet have invaded lives of people across the society.• Media Provides general public

with the information it needs to function as a democracy.

DIFFERENCE BETWEEN:-

MASS MEDIA MASS COMMUNICATION

• To Understand Mass Media As a Concept We Need to consider the components defined by various scholars. Mass media Technological through which mass communication takes place. For E.G.:- Television, radio etc.• According to ‘Wilbur Schramm’ A mass

medium is essentially a working group organized around some device for circulating the same message, at about same time, to a large number of people.

• On the Other hand mass communication is what mass media communicates to its audience. The vital difference between other communication and mass communication is owing to the composition and size of the audience.• From Mid nineteenth Century on media

like print, radio and television were available for access by huge ‘masses’ and this adds to the definition of mass communication.

CONTENT & NATURE OF MASS MEDIA:-

In 20th century role of mass media is not just restricted to electronic duplication but also about the impact it has on the public. Mass media is used for Advocacy, Entertainment, Education, Journalism & public services. Some of the examples of mass media are Television, Radio, Magazine, Internet, Films & Photography.

According to western media scholars like “Harold Laswell”, ‘Mass media, be print or electronic, closely watches the environment i.e. surveillance, helps in transmitting the heritage or culture the information and work as a catalyst for development.’

EDUCATIONAL MEDIA:- The primary source of education in any society is the

education institutes like schools or colleges. Media provides us with various knowledge on any topic. Non-news content like editorial, articles, columns in books.

PERSUASIVE MEDIA:- Of all the roles, media plays a significant role in forming

public opinion. Persuasion means influencing the attitudes or opinions of the masses and media persuades people both directly and indirectly. Audience to act upon like infomercial, advertisement, and editorials fall under this category. Advertising is the most direct method of persuasion whereas editorials, news analysis are more indirect forms.

ENTERTAINMENT MEDIA:- Irrespective of the language, most media carry high

entertainment content. Newspaper pages for e.g. Not only carry news item but also publish cartoon, gossip, puzzles, short stories etc. some magazines like ‘Manohar Kahaniyaan’ So is the case with music CD as music is the source of enjoyment for many.

INFORMATIVE MEDIA:- Mass media transmit a lot of information which

are necessary for our daily routine for e.g. current affaris, governments policies, weather forecasts, global issues etc. Information’s helps us to understand better.

HISTORY OF MASS MEDIA IN INDIA:-

PRINT:- Johann Gutenberg is associated with bringing in the technology of mass production in terms of print in 1445. He made it possible for a common man to have access to print which were before restricted to only the elites. In India Portuguese established the first printing press in Goa in 1557. East India Company Of Britain also got printing press which was strolled in Mumbai in 1674

HISTORY OF MASS MEDIA IN INDIA:-

Mumbai Samachar Started in 1822, today is the oldest running newspaper in the country. 200 year old history of print in india is full of ups and downs and struggle. By 1870 the press in indian languages was growing rapidly. There were about sixty-two indian languages newspapers in Bombay, about sixty in north-west provinces, & some twenty-eight in Bengal, about nineteen in madras (Tamil, Telugu, Malayalam and Hindustani).When Mahatma Gandhi returned to India, he gave a great impetus to the freedom movement. He was a journalist and took over “Young India”, the weekly started by the Home rule party in 1918.Gandhiji also launched another weekly, called the “Navjeevan” in Gujarati. Later, he Started the “Harijan” Under the editorship of Mahadevbhai Desai.

TELEVISION:-

Television in india came in the year 1959 with “DOORDARSHAN” as the first national television network. Initially it broadcasted only news/information based feature programs twice a week. Later between 1972 & 1975, more relay stations like Mumbai, Kolkalta, Amritsar, Srinagar, Chennai and Lucknow were added to the existing Delhi station.

RADIO:-Radio broadcasting began as a small venture of radio cluds in 1927, later it was formally started in 1936 when government launched ALL INDIA RADIO to educate, inform and entertain the masses. At the time of india’s independence AIR had six stations with the coverage of 2.5% of the area. Today AIR has a network of 223 stations with the coverage of 91.42% area, reaching 99.13% of the population

BRODCASTING RULES FOR TELEVISION & RADIO:-

The All India Radio and Doordarshan have codified the norms of practice for the Broadcasters. These codes offer a word of caution to the PR practitioners with respect to the use of these media for publicity, commercial, advertising campaignd.

Code Of Air And Doordarshan:-

BROADCAST Code Governing All India Radio:-We recognize the immense power of Radio and Television for both good and evil and the solemn responsibilities this place’s upon all broadcasters.

BROADCAST AND TELEVISION ORGANIZATION :-1) To ensure the objective presentation of news and fair and unbiased comment;2) To promote the advancement of education and culture;3) To respect human rights and dignity.

BROADCAST ON ALL INDIA RADIO BY INDIVIDUALS WILL NOT PERMIT :-

1) Criticism of friendly countries;2) Attack on religions or communities;3) Anything obscene or defamatory;

CASE STUDY OF MEDIA IMPACT:-

CASE:- The Jessica Lal murder case took place on April 29th 1999 where Jessica lal, a model was shot dead in new delhi because she refused to accept demand to serve drink to a high profile Man/customer as the bar was closed.

IMPACT FACTOR:- Manu Sharma was finally pronounced guilty of killing Jessics Lal and he was give life sentence on 20th December, 2006 The efforts of the media helped the case to be reopened and justice was finally delivered. According to Sabrina lal (sister of Jessica lal), media proved to be an extremely powerful force that came and have no great money either. It was the power of the media that enabled us to get justice. “It was this coverage that made people realize the truth and come out in protests and demonstrations in support of us.”

NIRBHAYA CASE:- CASE:- On December 16,2012 at 8.30pm, a 23-year-old medical student goes out with her male friend to Wacth a film in south delhi mall and after watching a film at 9pm, they boarded a private Licenced bus.the bus diverted from its normal route & six men repeatedly sexually assault her leaving abdomen and private parts kept begging for help from the passersby but no one responded.

IMPACT FACTOR:-The brutal attack has caused uproar in INDIA, with mass demonstrations for women’s rights and calls for the six suspects in the case to be hanged. There were nationwide protests especially at India gate in NEW DELHI which was made them come out and demand justice for Nirbhaye. Media channels gave constant coverage to the issue and mobilized people to participate in the mass protest held at India gate. News also reached through Facebook, Twitter and other news sites.After a nine- month-long trial, fast track court on 13th September 2013 handed down death penalty to all the convicts in the Nirbhaya gang rape and murder case. Out of the six men arrested in the case, one prime accused committed suicide inside, who was 17 at the time of the crime, was sent to reform home for three years by a juvenile court

Conclusion:  • In conclusion, we have absolutely no

control over the media. It plays a constant role in our daily life. We are manipulated and influenced in our appearance, beliefs, desires and opinion. • The media has formed our physical

environment in which advertisement posters decorate our buildings, walls and transportation systems. This of course has changed within the development of mass media and will continue to change in the future.

We should not take media as negative sources of impact. Not only media but everything has good and bad influence. It is up to person’s catching ability. It is also depending on person’s mind and thinking. If a person is a positive receiver the person will receive it positively.

Thank you

For Your Attention TEACH BY:-

KHUSHBOO MISS