MASS

MEDIA
Role of Mass Media
Print, Electronic, Audio-Visual
ROLE OF MASS MEDIA
 The word “media” is the plural of medium.
 Media is any medium through which any sort of
information reaches to the people
 Media can create awareness, perpetuate issues,
establish priorities and mould society.
 To inform,
 to educate,
 to entertain,
 a watchdog on government,
 to bring revolution,
 mirror of society,
 a window to the world.
 MASS MEDIA
 Four major mass media: television, newspapers, radio, magazines.
 Other media are books, films, and the internet.
 The media present people with political information.
 People acquire most of the stuff they know about government from
the media.
 In the last 50 years the media influence has grown exponentially

with the advance of technology, first there was the telegraph, then
the radio, the newspaper, magazines, television and now the
internet.
 We live in a society that depends on information and communication

to keep moving in the right direction and do our daily activities like
work, entertainment, health care, education, personal
relationships, traveling and anything else that we have to do.
 A common person in the city usually wakes up checks the tv news or

newspaper, goes to work, makes a few phone calls, eats with their
family when possible and makes his decisions based on the
information that he has either from their co workers, news, tv,
friends, family, financial reports, etc.
IMPORTANCE OF MEDIA
 The word global village has been given to the
world just because of media.
 Prevent society from isolation
 Popular tool of communication
 Ability to bring the change both on a social
and government level is the most powerful
strength of media in any society.
 Media is very integral part of our lives
therefore they generate popular interest and
debate about any social problem.
 It should be truthful, fair and objective.
 POSITIVE IMPACT OF MEDIA
 Helps in getting awareness about the world
 Helps in bringing the world together
 Cheap way of communication
 People know what is wrong and right
 Helps in research and analysis
 Entertains people
 Advertisement has been made very easy
 Distribution of Goods
 Media provide news and information required by the
people.
 Media can educate the public.
 They inform the public about government policies and
programmes and how these programmes can be
useful to them.
 POSITIVE IMPACT OF MEDIA
 This helps the people voice their feelings
and helps the government to make necessary
changes in their policies or programmes.
 Media can act as an agent of change in
development.
 Media promote trade and industry through
advertisements
 Media can help the political and democratic
processes of a country.
 Media can bring in positive social
changes.
 NEGATIVE IMPACT OF MEDIA
 The media, known as the fourth pillar of democracy
has a huge impact on the society
 It affects our knowledge, attitude, behavior.
 The traditional culture of a country is adversely
affected by mass media.
 Entertainment has become the main component of
mass media.This affects the primary objectives of
media to inform and educate the people.
 Media promote violence. Studies have proved that
violence shown on television and cinema have
negative effects on children.
 Mass media promote the desire in people to buy and
own products that are advertised through the
media but which may not be essential for them.