1. Media Role in Communication
Mass media plays an important role in this. Mass media can instruct people and educate
them. Projects like Educational Television and few such examples where media is used
to instruct people, educate them and teach them basic skills. These basic skills help
people to develop their standard of living.
Media and communication
Have changed enormously due to the huge technological advances that have occurred
throughout the 20th century. All forms of media have eventually become more human in
their performance. They work in a way that resembles the way we are, the way we interact
with each other. When the telephone replaced the telegraph, voice took over dots and
dashes. Color photography, that represents human vision more accurately, replaced
black and white. Television took over the radio. Nowadays we can talk to a computer and
it can even answer us, again another step towards a more human media.
In order to have a closer look at the way we live our lives in this Information Age, we need
to look at some of its main aspects. We will start with technology because it is the power
that fuels the information society: "Computer technology is to the information age what
mechanization was to the industrial revolution" (Naisbitt, 1984). If it had not been for
computers there would not have been an Information Age.
We live in the world of digital imaging. Our lives and memories are recorded with video
cameras, digital cameras, web cameras and home PCs. The development of
sophisticated recording equipment not only allows us to make a visual record of our
holiday, but can also provide an extremely useful resource for professionals. For example,
in medicine the recording of an operation can be used as a valuable teaching tool to other
people in the medical profession. Robot eyes enable us to see beyond the limits of human
ability. Cameras and other sensors connected to computers provide machine vision

2. systems that not only record, but also interpret the world. They help us understand the
world by enabling us to see it in a different way, looking at it from a different angle, through
a different lense. They extend our understanding by creating new ways of seeing. For
example, satellites give us a view of the Earth from space and extremely powerful
microscopes allow us to see and understand the human genome.
The importance of the media today is immense. Never before in mankind's history have
the media had such a significant impact on our lives and behavior - and this is due to
modern technology, in other words, inventors!
From early childhood, children sit in front of the television. For hours, the succession of
pictures is watched by eyes that are only just opening onto the world and it becomes
imprinted on minds that are still impressionable. A few years later, when going to school,
newspaper headlines and magazine covers arrest the eye. Out of this plethora of images,
what will remain in the mind of the child? Pictures of war, violence, women's bodies,
clothed or not, sporting exploits; the faces of film stars… or political stars. Never do they
see pictures of an inventor.
One could talk about the press and the media for hours. The press or audiovisual media,
party political broadsheets, general or specialized newspapers, popular or elitist; the
press and the government, the press and money, the press and advertising. The subject
is vast, complex and endless. It also has very noticeable variations from one country to
another and from one political regime to another.
I shall therefore restrict myself to some aspects that I would like us to use subsequently
as a basis for reflection, and, I hope, they will encourage questions on your part. In a way,
we are entering into "terra incognita" since nothing, or as far as I know very little, has
been written on the relationship between the media and the world of invention.
Social Media

3. Social media is a series of websites and applications designed to allow people to share
content quickly, efficiently and in real-time. Most people today define social media as apps
on their smartphone or tablet, but the truth is, this communication tool started with
computers. This misconception stems from the fact that most social media users access
their tools via apps. In fact, 50% of online users never engage social media.
The ability to share photos, opinions, events, etc in real-time has transformed the way we
do life and it is also transforming the way we do business. Retailers who engage social
media as part of their marketing strategy have seen great results. But the key to success
with social media is to treat it with the same care, respect and attention you do all of your
marketing.
In the early days of social marketing, there was little competition for the dollar. Today,
there is tons. You can spend thousands of dollars on a Facebook ad campaign, for
example, and get no return on your investment. Just like competing for space in the
newspaper years ago, you are not competing for eyes on social media. And since social
media by its very nature is a "short attention span" media, it is 10 times harder to get their
attention than it was with a newspaper ad. The ad headlines and copy are harder to write
on Twitter or Instagram than in print.
For retailers, most case studies involving social media are either about very large
organizations who have very large budgets or a food truck who tells its customers what
street corner it will be on. The fact is that for the majority of retailers, social media is a
virtual and literal black hole.
One of the biggest mistakes retailers make is to open up an account with every social
media platform they think is relevant and then leave them with no activity.Having an
account with social media does not make you "into" social media any more than owning
golf clubs makes you ready for the PGA tour. in fact, social media users are turned off by
the retailer who opens accounts and does not engage and therefore becomes labeled as
a pretender. The truth is, it is better to not have a social media icon on your website if you
are not going to actively engage it.
The other big mistake retailers make is by using social media to talk about what is
important to them rather than talking about what is important to the customer. As a retailer,
you may think it is great to shout that you have a sale going on - and in some regards this
would be true. But if that is the reason you are getting involved in social media it will do
nothing for you.Your goal should be to provide content that is relevant to your customer
and engages them to the point that they want to share your post to others. If you engage
social media, engage your customer. Involve them in a dialogue. Ask them their opinions.
Post a picture of two items you are considering to carry in the store and ask your
customers which one they like better. It creates a conversation and a dialogue which

4. leads to shared posts which leads to engaged followers.Plus with the example we just
shared, it also leads to enhanced margin because it might prevent you from buying that
item that you end up practically giving away to sell it.
Socialimpact
Media technology has made viewing increasingly easier as time has passed throughout
history. Children today are encouraged to use media tools in school and are expected to
have a general understanding of the various technologies available. The internet is
arguably one of the most effective tools in media for communication tools such as
e-mail, Skype, Facebook etc., have brought people closer together and created
new online communities. However, some may argue that certain types of media can
hinder face-to-face communication and therefore can result in complications like identity
fraud.
In a large consumer-driven society, electronic media (such as television) and print
media (such as newspapers) are important for distributing advertisement media. More
technologically advanced societies have access to goods and services through newer
media than less technologically advanced societies. In addition to this "advertising" role,
media is nowadays a tool to share knowledge all around the world. Analysing the
evolution of medium within the society, Popkin assesses the important role of
media, by building connection between politics, culture and economic life and the society:
for instance periodical newspaper has been an opportunity to first advertise and second
to be up-to-date with current foreign affairs or the nation economic situation. In the mean
time, Willinsky[8] was promoting the role of modern technology as a way to come across
cultural, gender, national barriers. He saw in internet an opportunity to establish a fair and
equal system of knowledge: as internet may be accessible to anyone, any published
information may be read and consulted by anyone. Therefore, internet is a sustainable
solution to overcome the "gap" between developed and developing countries as both will
get a chance to learn from each other. Canagarajah is addressing the issue of
unbalanced relations between the North and South countries, asserting that Western
countries tend to impose their own ideas on developing countries.Therefore, internet is
way to re-establish balance, by for instance enhance publication of newspaper, academic
journal from developing countries. Christen is the one who created a system that provide
access to knowledge and protect people's customs and culture. Indeed, in some
traditional societies, some genders cannot have access to a certain type of knowledge
therefore respecting these customs limit the scope of dissemination but still allow the
diffusion of knowledge. Within this process of dissemination, media would play a role of
"intermediaries", that is say translation an academic research into a journalistic format,
accessible by lay audience ( Levin) . Consequently, media is a modern form of
communication aiming at spreading knowledge within the whole world, regardless any
form of discrimination.
Media, through media and communications psychology, has helped to connect diverse
people from far and near geographical location. It has also helped in the aspect of on-line
or internet businesses and other activities that have an on-line version. All media intended

5. to affect human behavior is initiated through communication and the intended behavior is
couched in psychology. Therefore, understanding media and communications
psychology is fundamental in understanding the social and individual effects of media.
The expanding field of media and communications psychology combines these
established disciplines in a new way.
Timing change based on innovation and efficiency may not have a direct is correlation
with technology. The information revolution is based on modern advancements. During
the 19th century, the information "boom" rapidly advanced because of postal systems,
increase in newspaper accessibility, as well as schools "modernizing". These
advancements were made due to the increase of people becoming literate and
educated. The methodology of communication although has changed and dispersed in
numerous directions based on the source of its sociocultural impact. Biases in the media
that affects religious or ethnic minorities takes the form of racism in the
media and religious bias in the media.