Roll NO.

: 205
DIVISION: B
PROFESSOR: RAJENDRA MALI
WHAT IS MASS MEDIA:-
Mass media refers to a diverse array of media technologies that reach a large audience via mass
communication. The technologies through which this communication takes place include a
variety of outlets.
Broadcast media transmit information electronically via media such as films, radio, recorded
music, or television. Digital media comprises both Internet and mobile mass communication.
Internet media comprise such services as email, social media sites, websites, and Internet-based
radio and television. Many other mass media outlets have an additional presence on the web, by
such means as linking to or running TV ads online, or distributing QR Codes in outdoor or print
media to direct mobile users to a website.

In this way, they can use the easy accessibility and outreach capabilities the Internet affords, as
thereby easily broadcast information throughout many different regions of the world
simultaneously and cost-efficiently. Outdoor media transmit information via such media as AR
advertising; billboards; blimps; flying billboards (signs in tow of airplanes); placards or kiosks
placed inside and outside buses, commercial buildings, shops, sports stadiums, subway cars, or
trains; signs; or skywriting. Print media transmit information via physical objects, such as books,
comics, magazines, newspapers, or pamphlets. Event organizing and public speaking can also be
considered forms of mass media.
The organizations that control these technologies, such as movie studios, publishing companies,
and radio and television stations, are also known as the mass media.
ADVANTAGES OF MASS MEDIA:-
1. It educates people. Through television and radio programs, people get to learn about health
matters, environmental conservation, and much more.
2. People get the latest news in a very short time. Distance is not a barrier. People get news daily
through the media and this keeps them updated on the happenings around the world.
3. People get to bring out their hidden talents. Through media showcase their talents such as
comedy, acting and singing.
4. Children’s knowledge increases. Children can learn from quiz programs, animal programs and
so on.
5. Radio is convenient as people do get short news and with a mobile phone one can access it.
6. Great in promoting mass consumer products. This can in turn increase sales of the product.
7. Serves as a good source of entertainment. People get entertained through music and television
programs.
8. Television allows electronic duplication of information. This reduces the production cost
making mass education possible.
9. Media leads to diffusion of different cultures. Media showcases different cultural practices.
10. It helps people around the world to understand each other and embrace their differences.

DISADVANTAGES OF MASS MEDIA:-

1. It leads to individualism. People spend too much time on the internet and watching television.
As a result, socialization with friends, family and neighbors is affected.
2. Some media contents are not suitable for children. Limiting children’s access to such content
can be difficult.
3. Newspaper is geographically selective.
4. Increase in advertisements in television and radio is making them less attractive.
5. Internet as a form of media opens up possibilities of imposters, fraud and hacking.
6. Media can be addictive, e.g. some television programs and internet. This can lead to decrease
in people’s productivity.
7. Health problems. Prolonged watching of television can lead to eyesight problems and radio
listening using earphones exposes one to possible hearing defects.
8. It glamorize drugs and alcohol. Some programs make the use of these things appear cool’.
9. It can lead to personal injury. Some people decide to follow the stunts that are showcased in
the media. This can lead to injuries.
10. It can lead to ruin of reputation. It is possible for one to create an anonymous account. Such
accounts can be used to for malicious reasons such as spreading rumors. This can lead to ruin of
reputation of an individual or a company

IMPACT OF MASS MEDIA:-

Mass media has increasingly

influenced the development of a
community. Communities are
Branded according to their
cultural identity. In media
language we refer to this
aspect of
Cultural identity as our situated
culture. In other words culture
is an oral one – it is passed on
and formed largely by intimate
word-of-mouth communication.
the
Since the mid-19 century,
We have come to live not only
in a situated culture, but in a
culture of mediation. The press,
Film and cinema, television
and radio and more recently,
the Internet, have developed
to
Supply larger scale means of
public communication. So now
our situated culture exists
within
A much wider mediated world.
The introduction of the term
‘global village’ in the 1960s
Illustrates how much our
world has changed and the
change is due almost entirely
to the
Development of mass
communications. Culture can be
defined as the beliefs, values, or
other
Frameworks of reference by
which we make sense of our
experiences. It also concerns
how
We communicate these values
and ideas. Mass media are
centrally involved in the
production
Of modern culture. Media
production, media texts and
media reception arelike aseries
o
Mass media has increasingly
influenced the development of a
community. Communities are
Branded according to their
cultural identity. In media
language we refer to this
aspect of
Cultural identity as our situated
culture. In other words culture
is an oral one – it is passed on
And formed largely by intimate
word-of-mouth communication.
the
Since the mid-19 century,
We have come to live not only
in a situated culture, but in a
culture of mediation. The press,
Film and cinema, television
and radio and more recently,
the Internet, have developed
to
supply larger scale means of
public communication. So now
our situated culture exists
within
A much wider mediated world.
The introduction of the term
‘global village’ in the 1960s
Illustrates how much our
world has changed and the
change is due almost entirely
to the
Development of mass
communications. Culture can be
defined as the beliefs, values, or
other
Frameworks of reference by
which we make sense of our
experiences. It also concerns
how
We communicate these values
and ideas. Mass media are
centrally involved in the
production
Of modern culture. Media
production, media texts and
media reception arelike aseries
o
Mass media has increasingly influenced the development of a community. Communities are
branded according to their cultural identity. In media language we refer to this aspect of
cultural identity as our situated culture. In other words culture is an oral one – it is passed on and
formed largely by intimate word-of-mouth communication. Since the mid-19th century, we have
come to live not only in a situated culture, but in a culture of mediation. The press, film and
cinema, television and radio and more recently, the Internet, have developed to supply
larger scale means of public communication. So now our situated culture exists within a much
wider mediated world. The introduction of the term ‘global village’ in the 1960s illustrates
how much our world has changed and the change is due almost entirely to the
development of mass communications. Culture can be defined as the beliefs, values, or other
frameworks of reference by which we make sense of our experiences. It also concerns how we
communicate these values and ideas. Mass media are centrally involved in the production of
modern culture. Media production, media texts and media reception are like a seriesof
interlinked circuits. What is produced is influenced by cultural values; how the texts are
formed and represented is influenced in the same way and the readings of the texts are also
subject to both abstract and particular cultural viewpoints.
The influence of mass media has an effect on many aspects of human life, which can include
voting a certain way, individual views and beliefs, or skewing a person's knowledge of a specific
topic due to being provided false information. The overall influence of mass media has increased
drastically over the years, and will continue to do so as the media it improves. As mass media
evolve, media criticism also often evolve – and grow in strength – during times of media change
with new forms of journalism, new media formats, new media markets, new ways of addressing
media markets and new media technologies. Media influence is the actual force exerted by a
media message, resulting in either a change or reinforcement in audience or individual beliefs.
Media effects are measurable effects that result from media influence or a media message.
Whether a media message has an effect on any of its audience members is contingent on many
factors, including audience demographics and psychological characteristics. These effects can be
positive or negative, abrupt or gradual, short-term or long-lasting. Not all effects result in
change; some media messages reinforce an existing belief. Researchers examine an audience
after media exposure for changes in cognition, belief systems, and attitudes, as well as emotional,
physiological and behavioral effects.
There are several scholarly studies which addresses media and its effects. Bryant and Zillmann
defined media effects as "the social, cultural, and psychological impact of communicating via the
mass media".Perse stated that media effects researchers study "how to control, enhance, or
mitigate the impact of the mass media on individuals and society. Lang stated media effects
researchers study "what types of content, in what type of medium, affect which people, in what
situations.McLuhan points out in his the media ecology theory that "The medium is the message

IMPACT OF MASS MEDIA ON THE SOCIO-CULTURAL LIFE OF PEOPLE:-

Television and other medium of mass communication is an integration of technology, culture,
commerce and politics.
As a cultural product using audio-visual codes it projects the cultural values of their producers
and the social realty in which they are produced. It is argued viewing television is not merely an
act of consumption but is “rather complex process of decoding cultural meanings”.
This increased internationalisation of media has had an impact on the economic, socio-cultural
and political spheres of society, which created “imagined societies”. By the 1990s several
scholars of globalisation had begun to address consumption and the formation of transnational
consumption communities, as key issues and foci for media study.
Post-1990s witnessed onslaught of Transnational television also referred to as “international
satellite broadcasting”, “television without border”, “cross border television”, “trans-border
television”, “global television” or “satellite television”.
That lead to unique process of communication where though most audiences were located within
confines of one country the media became transnational creating transnational audiences. Varied
concepts like cultural dependency, cultural imperialism; media imperialism communication
imperialism, electronic colonialism etc. came into being. All these concepts dealt mainly with the
flow of transnational television programmes from West to the other parts of the world.
McLuhan visualisation of “global village” also was inspired by the penetration of alien culture
into local/ regional culture mediated by this process of internationalisation of mass media. His
vision of a global village was the first substantial attempt to analyse the profound impact of
internationalisation of cultural techniques on various dispersed societies, which are exposed to
the same signals and messages.
His view inspired the vision of an unknown transformation of cultures and societies into a
“global village,” a new cultural space of ‘sameness’ and ‘uniformity’. In recent decades,
technological developments have triggered a new complexity and diversity of globalisation, not
only of a ‘global culture’, which is still today the central topic of the sociological globalisation
debate, but also of political communication.
Notions of a global ‘public’ sphere – a new dimension of the globalisation process have gained a
new awareness since September, 11, 2002. In the public spheres there also arose private and
individual spheres. The Internet, following Manuel Castells’ argument, has increased the
dynamics and complexity of the political globalisation process and has created a new global
“network society” or what he calls “Networked Individualism”.
To him although media have become indeed globally interconnected, and programmes and
messages circulate in the global network, we are not living in a global village, but in customised
cottages globally produced and locally distributed. Appadurai also argued that the central
problem of globalisation is the “dialectic tension” between cultural homogeneity and
heterogeneity a dilemma perpetuated mainly by media. And today’s ‘dialectic tension’ invariably
affects life-worlds.
There is also a growing belief that the spread of culture through mass media is unbalanced and
thus has led to the term cultural imperialism being applied in society. Tomlinson defines cultural
imperialism as the use of political and economic power to exalt and spread the values and habits
of a foreign culture at the expense of a native culture.
Cultural imperialism theory suggests that one culture (usually the developed countries) exports
cultural products (electronic/mass media productions) to another society (usually developing
countries) with the goal of
(a) eliminating native cultural representations
(b) Replacing them with “alien” representations which in turn are supposed to
(c) Transform the culture so that it loses its autonomy and becomes ‘assimilated’ into the global
capitalist world-system. In many ways, it arises out of the critique of media and ideology from
people like Herbert Marcuse.
REFERENCES:-
 https://www.researchgate.net/publication/317357180_Impact_of_Mass_Media_on
_the_culture_and_tradition _INDIA
 Introduction to Mass Media/Introduction - Wikibooks, open books for an open
world
 Influence of mass media – Wikipedia
 https://www.sociologydiscussion.com/communication/mass-media-impact-of-
mass-media-on-the-socio-cultural-life-of-people/712