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8 Dr. Akhlas Ahmed,
Greenwich
Lecture-1, Feb 17th
2014
MEDIA

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What is Media?

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“Media is the means of
catharsis and is must for
normal living.”
(Aristotle)

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The word medium comes
from the Latin word
medius (middle).
Media is a plural word
(singular medium)

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In communication, media
are the storage and
transmission channels or
tools used to store and
deliver information or data.

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It is often referred to as
synonymous with mass media
or news media, but may refer
to any means of information
communication.

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MASS
MEDIA

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Mass media is a term used to
denote a section of the media
specifically designed to reach
a very large audience such as
the population of a nation
state.

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Mass media is the major
source of providing news and
entertainment to the people
who want to know who is
doing what and what is
happening

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Mass media favor one to many communication.
It refers to communication devices, which can be
used to communicate and interact with a large
number of audiences.
 Television
 Radio
 Cinema
 Newspaper
 Magazines

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Types of Mass Media:
 Mass Media is divided into four types.
 Electronic Media
 Print Media
 Interactive Media
 New Media

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Electronic Media:
Electronic media is the kind of media
which requires the user to utilize an
electric connection to access it. It is
also known as 'Broadcast Media'. It
includes television, radio, and new-
age media like Internet, computers,
telephones, etc.

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TELEVISION:
 Television appeals both the auditory and visual senses, and hence
is an important communication device as it beholds the attention of
the audience.
 For many people, it is impossible to imagine a life without their
television sets, be it the daily news, or even the soap operas.
 Television has become an advertising hub where advertisers are
ready to spend huge amounts for an ad of few seconds, especially
for programs with high viewership.
 It offers various programs to appeal the masses of different age
groups.
 It is a popular means of communication which provides both
information and entertainment. This category also includes
electronic media like movies, CDs and DVDs as well as the
electronic gadgets.


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RADIO:
 Radio has a significant reach.
 A considerable number of urban population tune into
radio every week while on their way to work.
 Advertising on the radio with catchy jingles and phrases
is a tried and tested means of communication.
 Radio lost its popularity with the boom of television. But
till day, radio remains one of the favorite means of
electronic communication.
 It is an interactive means of communication with all the
dial-in programs which give the listeners an opportunity
to feature on radio.

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NEW AGE MEDIA:
 With the advent of Internet, we are now enjoying the benefits of high
technology mass media, which is not only faster than the old school
mass media, but also has a widespread range.
 Mobile phones, computers, and Internet are often referred to as the
new-age media.
 Internet has opened up several new opportunities for mass
communication which include email, websites, podcasts, e-forums,
e-books, blogging, Internet TV, and many others which are booming
today.
 Internet has also started social networking sites which have
redefined mass communication all together. Sites like Facebook,
Twitter, and YouTube have made communication to the masses all
the more entertaining, interesting, and easier!

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NEW AGE MEDIA:
 Mobile Phones: Mobile phones have become a boon to
mankind.
 It has made communication possible at anytime, and
from anywhere.
 Nowadays, a smart device like a mobile phone is not
only used for interaction, but also for other technical
utilities like operating pumps from remote locations, etc.
You can also get alerts of your monetary transactions on
a mobile phone. About a decade ago, who would have
thought of having Internet on mobiles? Today, we can
stay in touch with the whole world via Internet on our
mobile phones.

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NEW AGE MEDIA: Computers
 Computers: With the invention of computers the
impossible has become possible. We virtually
get information about everything from pin to
piano with the help of computers. It has added
speed and multimedia to the information which
was earlier available only in the print format.
Also, anyone can voice their opinions through
computers. Computers have added a new
breakthrough in the mass media by combining
human intelligence with the cutting edge
technology.

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NEW AGE MEDIA: Internet
 This is the most important device of the new age media.
The discovery of Internet can be called the biggest
invention in mass media. In earlier days, news used to
reach people only with the morning newspaper. But
today, live updates reach us simultaneously as the
events unfold. For example, the royal wedding of Kate
Middleton and Prince William was watched live on the
Internet by millions of people around the world. Internet
has inspired interaction and connectivity through its
social networking medium. It has become one of the
core means of mass communication. We cannot think of
leading our lives without it. Let us see how Internet
impacts mass communication through the following
mediums.

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NEW AGE MEDIA: Email, Webs
 Emails: Emails or electronic mails have drastically
reduced the time it took for drafting and sending letters,
or mails. Electronic mails have also facilitated lesser
usage of paper.
 Websites: Internet has a plethora of websites dedicated
to various people, companies, brands, causes, activities,
etc. The most significant utility of these websites is for
providing information, search engines, downloads
through libraries, and interaction through the social
networking sites. Because of these websites, carrying
out e-commerce transactions has also become easy.

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NEW AGE MEDIA: Podcasts, E-Forums, E-Books
 Podcasts are mediums of mass communication that include short
video or audio files. They can be seen and heard on mobiles,
computers, and portable media instruments. They are engaging
devices of communication.
 E-Forums are bulletin boards on websites where people start
threads on topics. These are usually hosted on a website. These
forums are open platforms to discuss a range of topics right from
which wall color is appropriate for a baby girl's room to the research
on the God particle. People give their opinions and share their
experiences on various topics.
 E-Books: There are a number of websites which have hosted
eBooks and online libraries. The main benefit of having eBooks is
that you don't have to carry bulky books. You can read them on your
eBook readers, mobiles, computer screens, or other devices. You
can even adjust the font size to suit your requirements.

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NEW AGE MEDIA: Blogs, Internet TV, FB
 Blogging: A blog is a space on the Internet where a single person or
a group of people record their information, opinions, photos, videos,
etc. It is an interesting and free platform to talk about any topic.
Interaction happens in the form of comments or feedback.
 Internet TV: It is also known as online TV. It usually has an archive
of programs. You have to choose the program, you wish to view
from the list. You can either view the programs directly from the host
server, or download the content on your computer. It is an effective
means of communication.
 Facebook: It is the most popular social networking website.
Facebook has several applications which people utilize. It is the best
platform to meet old friends, or make new ones. Advertisers also
like this forum for communicating about their products.

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NEW AGE MEDIA: Twitter, You Tube
 Twitter: It is also a famous social networking website.
Twitter is a micro blogging site which allows interaction
and feedback of different people. There was a time when
it was very popular among celebrities and individuals.
Today, the governments of various nations have
understood the importance of "tweeting" information to
the public, and regularly share information through
Twitter.
 YouTube: It is a website which uploads content in a
video format. It houses a range of interesting videos that
appeal to people of all generations. From films to
educational videos, you will find everything on YouTube.

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VISUAL MEDIA:
 Visual media like photography is also a crucial medium
since it communicates via visual representations. Public
speaking, and event organizing can also be considered
as forms of mass media. Though print media is still
popular, it is not environmentally viable. More and more
people are shifting to e-newspapers, eBooks, e-
brochures, etc. Internet has completely transformed the
traditional ideas of communication. Mass
communication, over a period of years, has depicted an
evolving trend, and with the advancements in
technology, it will continue to do so in future too. All you
have to do is keep yourself abreast with the latest
innovation in mass communication!

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Print Media:
 Print media encompasses mass communication
through printed material.
 Newspapers
 Periodicals, Magazines, Journals, Digests
 Booklets, Brochures, Books
 Newsletters, Press Releases
 Direct mails, Handbills, Flyers
 Billboards

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Newspapers: DAWN, DAILY JUNG
 Most preferred medium to reach a wider audience.
 Earlier period newspapers were the only medium that
masses at large.
 Newspaper carries variety of topics like politics,
socialism, current affairs, entertainment, finance, stocks,
cartoons, crosswords, movie / book reviews, puzzles etc.
 Captivates interests of the readers from all age groups.
 Newspaper reach every corner of the world where
electronic media fails.
 It plays a pivotal role in providing authentic firsthand
information, building opinions, updating the knowledge of
the reader, and serves as a good platform for advertisers
to promote their products.

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Magazines: TIME / Reader’s Digest
 Most popular type of culture print media. Usually cater specific type
of audience who are looking for information based on a particular
subject.
 Magazines covers topics like current affairs, business, finance,
consumers, gadgets, self-help, luxury, lifestyle, beauty, fashion,
entertainment, travel etc.
 Frequency of magazines varies like weekly, fortnightly, bi-monthly,
quarterly, half-yearly, or yearly.
 Best forum for advertisers as they have a niche readership. The
readers look for a specific type of information.
 Specific advertisement in a magazine will definitely have a direct
brand impact on the reader.
 Magazine possess longer shelf life then newspaper.

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Booklets and Brochures:
 Part of the promotional literature of a product of an organization.
There are two types of booklets and brochures.
 Pre-buying promotion: Usually in malls and stores, promotional
literature is distributed free to all (with discount offers, or other
schemes which seem profitable). For example, a free booklet about
cosmetics will include information about the products, latest trends,
contents, the benefits of using them, the available range, or colors,
discount coupons, etc. This, will most likely, have a positive impact
on your decision-making.
 Post-buying promotion: These booklets and brochures are usually
given with a product for better customer experience and easy
usage, post purchasing. You must have observed when you buy
any new item, it is usually accompanied with a small booklet giving
details about the benefits of using the product, usage directions,
cleaning and storage instructions.

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House Magazines: Periodicals / Newsletters
 To keep the stakeholders, customers, investors, solicitors posted
about the news related to the company.
 House magazines include data about a company's achievements,
employee engagement activities, and information about the
offerings.
 A periodical or newsletter, is more or less, designed on similar lines
but its size is restricted to a few pages only. Mostly, it includes
similar information but in a very short format.
 Their frequency ranges from weekly to yearly.
 It has an encouraging impact on the stakeholders because of the
'feel-good factor'. They believe that the company cares to
communicate with them, and this also increases their confidence
about the prospects of the company.

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Direct Mailers:
 Direct mailers are small pamphlets, which are devices for direct
advertising and marketing. Usually they arrive at our doorstep
through the postal mails.
 Direct mails are a relatively cheaper option of marketing as bulk
advertising is cost-effective through post. Most of them include
colorful advertisements, discount and gift coupons, preapproved
credit card offers, automobile, realtor, and political promotion.
 Direct mailing system is best suited for B2B business. People have
a tendency to remember what they see in the advertisement, and
recall it while making a purchase, or a voting decision. Also, the
attractive offers on a commercial direct mailer prompt many to make
a positive buying decision.

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Handbills or Flyers:
 Handbills or flyers is a form of communication which is
printed on a small paper.
 It is easy to carry, colorful, attractive, and legible to read.
 They are handed out to all the passers-by.
 These are useful mainly for restaurants, hotels,
nightclubs, political campaigns, delis, concerts, rallies,
political campaigns, etc.
 People are more prompted to throw it away without
reading. Hence, many a time this fails to be an effective
medium of mass communication.

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Billboards:
 Billboards or hoardings are huge advertisements that are put up at a
height in strategic locations to fetch more attention.
 They usually attract the targeted audience by their bold colors,
attention-grabbing headlines, creativity, designs, special effects, etc.
 Initially, billboards started by hand painting huge boards, and
eventually graduated to putting up printed sheets.
 Later came a trend for incorporating neon signs, videos, and graphic
(which are part of electronic communication) cut-outs which extend
out from the boards, 3D rubber, or plastic balloon objects, etc. Such
billboards are called bulletins. They command the best customer
exposure. Communication in these types of billboards should be in
minimum words. The images should speak louder than the words.
 They are a successful medium of communication as they are good
at captivating and retaining customer attention.


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Press Releases:
 Press release is an important device of communication because it
takes the relevant communication directly to the press. Whenever
government, organizations, NGOs, retail outlets, design houses,
celebrities, etc. have a newsworthy announcement to make, they
draft a press note which is then sent to the members of the press in
the form of a hard copy, fax, mail, or CD.
 A press release is also distributed in a press conference. A press
release answers all the "W type" questions like what, who, where,
how, and when, in its content.
 A quote of the spokesperson is also added to give it credibility. This
is issued on the letterhead of the organization. It begins with a
headline and dateline, and closes with the media contact for the
organization. Most of the matter in a press release gets picked up
by journalists, hence it should be worded wisely and strategically.

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Books:
 A significant medium of mass communication as they have a large
reader base. The expressions and opinions of the writer are taken to
the readers in the form of a compiled book.
 The printed form of communication was popular earlier. However,
with the advent of electronic media, print media has taken a
backseat.
 It is said that the electronic, or new age media have replaced the
print media, there exists a majority of audience who prefer the print
media for various communication purposes.
 it is true that, print media harms the environmental balance with its
requirement for paper and chemical ink. Also, disposing off
redundant print material is a problem.
 Most of the people today have television sets, radios, and Internet
access which are sustainable, eco-friendly, and cost-effective forms
of communication. Moreover, print is a one way communication,
while electronic media allows interaction.

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Interactive Media:
 In the last century, a revolution in telecommunications has greatly
altered communication by providing new media for long distance
communication.
 Analog telecommunications include traditional telephony, radio, and
TV broadcasts.
 Digital telecommunications allow for computer-mediated
communication, telegraphy, and computer networks.
 Communications media impact more than the reach of messages.
 Modern communication media now allow for intense long-distance
exchanges between larger numbers of people (many-to-many
communication via e-mail, internet forums).
 On the other hand, many traditional broadcast media and mass
media favor one-to-many communication (television, radio, cinema,
newspaper, magazines).

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New Media:
 In the twenty first century, a revolution in telecommunications has
greatly altered communication by providing new media for long
distance communication.
 Analog telecommunications include traditional telephony, radio, and
TV broadcasts.
 Digital telecommunications allow for computer-mediated
communication, telegraphy, and computer networks.
 Communications media impact more than the reach of messages.
 Modern communication media now allow for intense long-distance
exchanges between larger numbers of people (many-to-many
communication via e-mail, internet forums). On the other hand,
many traditional broadcast media and mass media favor one-to-
many communication (television, radio, cinema, newspaper,
magazines).

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Thanks