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Thank you for subscribing! You can read it like a newspaper postpost. Even the games, jokes, surveys, and other attention- grabbing activities on Facebook have a long provenance in newspapers, which are full of games crosswords and Sudoku , jokes the comics , and polls.
These are a long- standing part of the news experience. Ability to Enhance the Performance of Other Media: A major edge or distinctiveness of the Internet over the old or existing mass media lies in its ability to enhance the performance of the other media.
The old mass media have continued to enhance their relevance by hooking up to the Internet. In a very short time, it will be inconceivable to think of any media outfit that can survive without supporting itself with an online version of its productions. Therefore, the Internet can aptly be called not just a mass medium but also the medium of the mass media because it is also a channel through which the other media enhance their relevance or overcome their own limitations of frequencies, circulation or transiency.
Through the Internet medium, the contents of the other media: radio, TV, books, magazines, and newspapers are relayed to a wider audience.
No other known mass medium has this unique ability of functioning as a different medium in different circumstances. The user therefore decides what medium to make of the Internet. Radio can never be used as a television medium, neither can newspaper ever become radio or serve the purpose of a magazine. But the Internet can swap its nature by a single mouse click.
What a medium! Ability to Empower Audience as Active Users: Before the advent of the Internet, receivers were merely seen as audience members whose contribution to the communication process was limited to passively absorbing whatever the senders had to offer. Their choice was very limited beyond tuning off from the channel or media content.
With the invention of cable and its consequent many channels availability, the audience had greater choices to make concerning what media content to consume and when. The arrival of the remote control empowered them more since they would not even need to get up from their seats to change to any station.
But the control was indeed a remote one. However, when the Internet came on board, they ceased to be merely a passive audience on the consumption lane but they quickly transformed to active users who select not only what medium to use, but which of its many contents to consume.
A television sports fan who wants to watch the news on a television channel is kept hostage as a typical audience member from the beginning of the news cast to the end before he is satisfied. On the Internet he quickly goes to the sports link thus controlling the communication process and using the media as he wants. A Medium for Two-Way Communication: The Internet users are equally engaged actively in the production aspect of the communication process.
They respond to messages and also create their own messages. It is indeed a mass medium with a difference which offers both the sender and the receiver equal opportunities in the communication process; and both are simply referred to as users. Hanson observed that the Internet became a full-fledged mass communication network in the s, although its beginnings dates back to Rather than simply making it easier for individuals and organizations to send messages to a mass audience, the new computer networks are designed for two-way communication.
Audience members who were once passive receivers could now send messages back to the original senders thus becoming message providers themselves. Thus there is no fixed status of sender or receiver in this new communication setting. This interchangeability of sender — receiver roles is not a unique feature of the Internet. The Internet Challenges Conventional Concepts of Mass Communication: The Internet has also challenged the conventional understanding of the mass communication sender as always an organized, complex and expensive system.
Today mass communication on the Internet is not necessarily the product of a large, complex and sophisticated organization such as the Nigerian Television Authority NTA. Even a single individual can use the Internet to generate and sustain communication with a very large and mixed mass group. Neither must mass communication be an expensive or capital-intensive- investment as that of setting a broadcast station or floating a newspaper. All one needs for Internet mass communication may be a computer and an Internet modem.
Web sites offer everybody the chance to become mass communicators, mass communication is never guaranteed, but the potential is there…. Yet, though the Internet, like many communication technologies started rather upscale, it is now broadening to middle — and lower income consumers with the advent of more affordable computers.
Wireless technology will spread the application even further and faster to poor countries that cannot afford the infrastructure needed for wired connections. Citing Cha in an article published in Providence Journal, Baran similarly estimated that there are at least 1 billion users worldwide.
Any current study on the Internet audience will definitely reveal a further geometric multiplication of the figures quoted in and above. Against the yardstick of the features of a mass medium its position as a mass medium is not negotiable. Now, you can see news websites, broadcasted TV shows as well as listen to online radio using the internet and this is also called as the convergence of mass media! New Media is normally a re-conceptualization of the existing media.
This is a rapidly growing mass media with the ease of accessibility with a computer and an Internet connection broadband or WiFi. From Story Writing and Graphic Designing to Multimedia and Animation , pursuing a career in this field can be highly advantageous. Mass Media and Mass Communication are amongst the most trending careers in the digital world. Pursuing a degree in any of the different types of mass media such as Journalism, Corporate Communication, TV Production, etc.
Here are the most popular jobs in different types of Mass Media Communication:. Here is the complete list of Mass Communication Courses :. Internet or Digital Media. Media technologies that are designed to communicate with a large audience are known as Mass Media. The first TV channel was Doordarshan. It was launched by the state in the year When individual plans on pursuing Mass Media academically, the courses offered by the universities fall under the name of Mass Communication.
Thus, another name of Mass Media is Mass Communication. No, we cannot say that Traditional Media is better than Transit Media as both hold importance at different levels of communication. While TV and Radio ads are important out of home advertising is also essential. The printing press is considered to be one of the main reason for the development of Mass Media. The scope of career opportunities in all these types of mass media is endless. Are you excited about a career in this field?
Talk to our experts at Leverage Edu and transcending into an unmatched growth of success in the field of Mass Media Studies. Leave a Reply Cancel reply. Your email address will not be published. Save my name, email, and website in this browser for the next time I comment. My name is Kyran Mckinney. And I am a professional academic writer with many years of experience in writing.
My goal is to solve problems related to writing. And I have been doing it for many years. I have been with several organizations as a volunteer and have assisted in many ways. My love for writing has no end. It is like the air we breathe, something I cherish with all my being. I am a full-time writer who started at an early age. The key function of mass media is to communicate various messages through television, movies, advertising, radio, the internet, magazines, and newspapers.
Contents Why is mass media important? Functions of mass media Characteristics of mass media Types of mass media Examples of mass media.
Your favorite movies on streaming services like Netflix, Hulu, and Amazon Prime Video, news on TV and radio, articles in newspapers and magazines make mass media an integral part of our everyday life. Since it has a vast influence on people all over the world, brands use various platforms to appeal to their leads and customers and pitch their goods.
Companies run an endless marathon to reach success with the help of mass media. Brands use either traditional or digital media t o connect with their target audience and build brand awareness. With mass media, brands can effectively promote their goods and services, reach broader audiences, boost brand engagement , and increase sales volume. Mass media in written, spoken, or broadcast forms has a significant impact on the masses. Commercials on TV, billboards, and social media platforms allow brands to build brand awareness.
Companies search for the most effective ways to convey their message when it comes to branding, including sites, social media channels , blogs, and forums. When they find the right type of mass media channel for their businesses, they can communicate their ideas and conduct branding campaigns. Mass media informs, educates, and entertains people in a wide variety of ways. Brands can educate users to get the most of their products.
The majority of companies now use social media platforms, create blog posts on their sites, and launch commercials on YouTube to describe their best features, the problems their products can solve, and provide step-by-step guides.
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