Knowledge University
Faculty of Administration and
Finance
Administrative and business
Stage: four
Study: morning
Semester: two
The role of media in public awareness
By student
Shirin haydar
Assistant Professor
Shivan mawlood hussein
2019 - 2020
1
Contents
• Introduction
• History
• Five characteristics of mass communication have been identified by
Cambridge University John Thompson
• The areas where role of media is important is:
o News & Current Affair
o Political Awareness
o Education
o Public Announcements
o Entertainment
o Advertisement
• Corruption and role of media
• Corruption in media
• Conclusion
• References
2
Introduction
Media today as a whole involves more than one aspect to be dealt with. Media
forms an integral part of the lives of all. The world of media is irrespective of age
and outlook as well as regardless of nationality and creed. In the media industry,
limitations are limited! The media sector is estimated to be one of the most
expansive and booming industries. It is by now absolutely clear that, media
persons play the noteworthy job of letting the masses know what is happening
round the world and that too within minutes of the outbreak. The media indeed is
an imminent and promising feature of the present day. It is a limitless world of
opportunities both for the populace looking for jobs in it, and the ones looking to
make the most of it to raise voices against wrong doings.
History
In the late 20th Century, mass media could be classified into seven mass media
Industries: books, newspapers, magazines, radio, movies, television and the
internet. With the explosion of digital communication technology in the late 20th
and early 21st centuries, a classification called the "seven mass media" became
popular. In order of introduction, they are:
• Print - From the late 15th century
• Recordings – from the late 19th century
• Cinema - From about 1900
• Radio - From about 1910
• Television - From about 1950
• Internet - From about 1990
• Mobile phones - From about 2000
3
Five characteristics of mass communication have been identified by
Cambridge University John Thompson
• Comprises both technical and institutional methods of production and
distribution" This is evident throughout the history of the media, from print
to the Internet, each suitable for commercial utility.
• Involves the "co modification of symbolic forms", as the production of
materials relies on its ability to manufacture and sell large quantities of the
work. Just as radio stations rely on its time sold to advertisements,
newspapers rely for the same reasons on its space.
• Separate contexts between the production and reception of information to
the people.
• Its "reach to those 'far removed' in time and space, in comparison to the
producers".
• "Information distribution" – it is a "one to many" form of communication,
whereby products are mass-produced and disseminated to a great quantity of
audiences.
The areas where role of media is important is:
News & Current Affairs: The media cover all aspects of our interest like weather,
politics, war, health, finance, science, fashion, music, etc. One of major duties of
media today is to inform the people about the latest happening around them and the
world. As when the terrorist attacks takes place the role of media become very
important, because it pass the message to rest of world.
4
Political Awareness: The media informs all details of all major political
situations, decisions and scenarios. Hence people can better understand their rights
and make better decisions. Media is the base of the political system. If it plays its
role honestly, it will be a great force in building the nation. It plays a great role in
bringing common man close to their leaders.
Education: The power of media is so extensive and huge, it can be used to educate
people with very little cost. Imagine a classroom in every city with thousands of
students being taught by just one teacher. But unfortunately, because of money -
making approach of media and lack of interest by government, very less work is
done in spreading the education.
Public Announcements: Arrival or departure of flights and trains, etc. In some
cases, it is legally binding to publish notices in newspaper like tenders, change of
property ownership, etc. Various authorities and agencies utilize the power of
media to spread informative messages to public.
Advertisement: Almost all business concerns use the power of media to sell their
products. They advertise in media for the enhancement of business purposes. Huge
amounts of money are invested in media for marketing of a product. The more
attractive the advertisement, the more people will follow it.
Entertainment: The original idea behind the creation of various ‘media means’
was to entertain masses. Radio, TV, cinemas and magazines spend most of their
resources targeting on entertaining items and programs. Because of the growing
population and developing lifestyle, the demand for more entertainment is
increasing.
Advertisement: Almost all business concerns uses the power of media to sell their
products. They advertise in media for the enhancement of business purposes. Huge
5
amounts of money are invested in media for marketing of a product. The more
attractive the advertisement, the more people will follow it.
Corruption and role of media
It helps to build public opinion against corruption. It is as a platform for common
people to pass their grievances. Media helps to fight against corruption with the
tool as like-
• R.T.I
• Public opinion
• Sting operation
• Holding public debates
6
Corruption in media
In media it is increased influence of media and money for example in India
electoral politics. A lot of information is manipulated by media. Now
commercialization of media affecting itself. There are lot of plus points for use of
media but there are also many disadvantages associated with it. Media has the bad
effect of inducing baseless ideas through advertisements. People are forced to buy
harmful or substandard products. Sometimes, the Media develops unnecessary
sensation and distortion of truth to attract attention. Because of its power to build
public opinion, the influence of media can make or break the government. Lack of
local or specific topical focus is a common criticism of mass media. A mass news
media outlet is often forced to cover national and international news due to it
having to perfect for and be relevant for a wide demographic. As such, it has to
skip over many interesting or important local stories because they simply do not
interest the large majority of their viewers. An example given by the website Wise
Geek is that "the residents of a community might view their fight against
development as critical, but the story would only attract the attention of the mass
media if the fight became controversial.
7
Conclusion
An important aspect of political communication that has attracted the attention of
the social scientists is the relative e effectiveness of the various media. A person
assimilating information possesses certain stereotypes in the thought process. Such
stereotypes represent stable and usually simplified images and conceptions
concerning specific phenomena. They are developed as a result of a repeated
emotional and logical emphasis within the person's consciousness on particular
aspects of events and facts, and on a repeated perception of that event or of
information concerning it. Evaluations of events that correspond to stereotypes are
often accepted without proofs and are felt to be the most correct ones, while other
evaluations are subjected to doubts.
References
• Wilkes, Jurgen (2011). Media Genres. Institute of European History
• www.presidentofindia.nic.in
• www.5thpiller.org
http://varunvarunvarun.blogspot.com/
www.google.com
