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The mass media are capable of facilitating short-term, intermediate-term, and long-term effects on audiences. Short- term objectives include exposing audiences to ideas and concepts; creating awareness and knowledge; altering outdated or incorrect knowledge; and enhancing audience recall of certain advertisements or announcements, promotions, or programmes.

Intermediate-term objectives include all of the above, as well as changes in attitudes, behaviours, and perceptions of social norms. Finally, long-term objectives incorporate all of the aforementioned tasks, in addition to focused restructuring of perceived social norms, and maintenance of behaviour change. Evidence of achieving these three tiers of objectives is useful in evaluating the effectiveness of mass media.

Therefore, mass media perform certain key functions in society and in the context of preservation and development of cultures: As a tool for entertaining, the mass media, especially the radio and televisions, are extremely popular. As an educational tool, media not only impart knowledge, but also can be part of larger efforts e. As public relations tools, media assist organisations in achieving credibility and respect among public opinion leaders, stakeholders, and other gatekeepers.

Finally, as advocacy tools, mass media assist leaders in setting a policy agenda, shaping debates about controversial issues, and gaining support for particular viewpoints.

You must be logged in to post a comment. Evolution of Press in India Essay. Leave a Reply Click here to cancel reply. And it is the most influential source of various news, views, ideas and opinion. Mass media also helps making information available anywhere in the world. Definition of mass media: The means of communicating news and information is termed as mass media.

Mass media is classified in two categories. Print media include newspaper, magazines, journals and other printed materials. Importance of mass media: Media play the role of bridge between government and general people in times of different national need. Media do not simply provide people with information, news and ideas but also raise various issue on socio-econo-political matters.

They also form consciousness and public opinions in different problems and issues. Various formats of programmes like talk show, street show, documentary, live reporting, video articles, editorials on different local and global issues are broadcast and published. Media keeps us dated about what is happening around the world.

Media focus on various social evils, political or economic crisis and guide people through them. Today right to information is recognized as one of of the fundamental rights of people and media ensure this right.


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Mass media is classified in two categories. one is print media and another is electronic media. Print media include newspaper, magazines, journals and other printed materials. while electronic media included radio, television, satellite channels, internet, cinema etc.

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- Mass Media is a major part of the everyday lives of American citizens. Mass media provides the public the means for obtaining information, and knowledge about various aspects of life such as the economy, foreign affairs, weather, entertainment, crimes, and last but not least, politics. ”The media are key institutions in our society.

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The mass media are diversified media technologies that are intended to reach a large audience by mass communication. The technologies through which this communication takes place varies. Broadcast media such as radio, recorded music, film and television transmit their information electronically. Mass media remains the undisputed king in reaching out to the masses. Whether by means of a serial that subtlety passes on the message of the good triumphing over the evil or by a news relay that shows the nabbing of a terrorist, the media manages to put the message across.

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Mass Media and their Role in Modern Times! Mass media are tools for the transfer of information, concepts, and ideas to the audience—the readers, listeners or the viewers. The Impact of the Media on Diplomacy. This 11 page paper considers the impact of the mass media on diplomacy, and looks at incidences that include the Gulf War and the war in Kosovo and how the media has shaped public perspectives and diplomacy.