1. ROLE OF MEDIA IN SOCIETY
Dr Akhlas Ahmed,
Greenwich university
Lecture-2, Feb 24th 2014

2. Media – What’s it?
Media refers to various means of communication:-
 Newspaper
 Radio
 Television
 Internet etc.
The term can also be used as a collective for:-
 Press or News reporting agencies.

3. Role of Media
 To Educate about Human Rights.
 Building the Society.
 Aware against Social & Economic Evils.

4. Advantages of Media
 2 E’s of Media:- Education & Entertainment.
 Benefits from Internet.
 Promoting Literacy.
 Keeps informed & Updated.

5. Disadvantages of Media
 Chutpatti or Masala News.
 Bad impact on Children.
 Improper Stuffs.
 Internet Curse.

6. MASS OPINION
How do media influence public opinion?

7. Conclusion:
 Media brought the world at our room.
 Get Weather Reports very easily.
 Get NEWS of various parts of the World.
 Entertains massive part of the public.
 But addicted to various serial is harmful for daily
lives, especially Younger generation of the society
leave their studies to watch TV serials.
 Grows the children violent by maliciously showing
wrestling in many sports channels.

8. Media – Black & White Sides:
 Media has its both Black and White sides of it.
 White part for awesomeness and
 Black side is its Reverse.

9. Mass Media Influence on Society
Over the last 500 years, the
influence of mass media has
grown exponentially with the
advance of technology.

10. First there were books,
then newspapers, magazines,
photography, sound recordings,
films, radio, television, so-
called New Media of the
Internet, and now social media.

11. Mass Media Influence on Society
Today, just about everyone depends
on information and communication
to keep their lives moving through
daily activities like work, education,
health care, leisure activities,
entertainment, traveling, personal
relationships, and the other stuff
with which we are involved.

12. Mass Media Influence on Society
According to a recent Fortune
500 list, the top five in terms
of revenue are:
•Walt Disney Company
•News Corporation
•Time Warner
•CBS Corporation
•Viacom

13. How does News Influence on Society

14. Mass Media Influence on Society

15. How do Ad Influence on Society

16. Media of the future?

17. How is the ‘media’ a good thing?

18. Can the ‘media’ be harmful?

19. Why study the ‘media’?

20. Focus on ‘print’ media texts:-
•Newspaper articles
•Magazine articles
•Leaflets
•Brochures
•Advertisements
•Guidebooks
•Websites

21. Text type
Audience
Purpose

22. •Inform
•Explain
•Describe
•Advise
•Persuade
•Argue
•Analyse
•Review
•Comment
Purpose
•Newspaper articles
•Magazine articles
•Leaflets
•Brochures
•Advertisements
•Guidebooks
•Websites

23. Audience – the central cog
The intended ‘consumer’ of a media text
shapes its form and purpose –
•Age
•Gender
•Education
•Socio-economic status
•Hobbies and interests

24. Analysing a media text
Presentational
features
Language
Structure &
organization
Content

25. Presentational features
•Typography
•Titles & captions
•Layout
•Graphics & images
•Colour
•White space

26. Language
•Word type & effect
•Emotive language
•Jargon
•Tone
•Rhetoric
•Sound effects
•Puns & wordplay

27. Structure & Organization
•Sentence length & type
•Paragraph length & structure
•Order & sequence of information

29. Content
•Fact
•Opinion
•Bias
•Anecdotes
•Exemplification
•Reported speech

30. Role of Mass Media
in society with political
influence with particular
reference to Pakistan

31. Thanks