Mass media and society
Introduction
Students, in the previous unit we saw that a communication revolution is essential for globalization.We will get information about these means of mass communication in this unit.
Students, when the school bell rings and you go to class, you greet the teacher and the teacher greets you. You read the newspaper, you talk on the phone or you watch television - all this is made possible by communication. Communication is called Communication in English. The word Communication is derived from the Latin Commun. In Hindi, words like Sanchar, Informasi, Sanchar Vyavastha, Sansgarg etc. are used. In Gujarati, words like Sanchar, Sanchar, Pratyayan etc. are used.
If there is one basic need among the essential needs of human society, it is communication. Communication is such an interaction between two or more parties, in which the parties produce an internal or external effect on each other through sensory and physical means. The process of communication begins with the birth of a child and ends with the end of human life. In this way, communication or Sanchar is an integral part of human life. Here we will get a basic idea of the meaning, process, mass, folk media, mass media, its effects, etc. of such communication.
Definitions of communication
The definitions of communication are as follows:
Edward Emery – “Communication is the art of transferring information, ideas, and attitudes from one person to another.”
Vidyut Joshi -
“The process by which a person conveys or passes on subjective mental abstractions such as his thoughts, feelings, emotions, desires, or sensory experiences to another person through language or some other meaningful medium is known as communication.”
Keith David – “Communication is the process of conveying information or ideas from one person or group to another.”
In short, we can say that communication is a medium through which mutual feelings and aspirations are exchanged between two individuals or groups. There are two streams of communication. In which on one side the sender sends the message while on the other side the receiver responds to it.
Characteristics of communication
(1) Communication is a continuous process:
Human life is not possible without communication. Therefore, it is an integral part of human life. Without communication, one person cannot know the feelings of another person. In communication, the process of exchanging messages such as instructions, orders, directions, advice, opinions, education, inspiration, love, emotions, etc. continues continuously.
(2) Communication is a two-way process:
This continuous process is a two-way process. Thus, the sender of the message gives the message. The receiver of the message responds to it.
(3) Medium is essential for communication:
In communication between two individuals or groups, sensory media such as human speech, laughter, crying, gestures, and body language, or physical media such as newspapers, radio, TV, telephones, and mobile phones are indispensable.
(1) Traditional mass media: Traditional mass media have been prevalent in India since ancient times.
It is seen to some extent. Folk literature, folk music and folk dance, these three have their own unique identity in different regions of India. For example, the folklore of Gujarat, Saurashtra, Kutch region, folk stories, folk songs, stories, verses, duha etc. Usually some heroic story, sati story, religious story was presented. Similarly, folk plays like Bhavai in Rajasthan, Gujarat, Nautanki in Uttar Pradesh, Baul in Bengal, Bharda in Maharashtra, Pandava in Madhya Pradesh had a lot of attraction in the village community.
Puppet games, wrestling games and Madari games etc. are traditional mass mediums for getting entertainment. Through this medium, people got moral values and knowledge in addition to entertainment. In present times, due to the development of modern communication media, it has come to an end.
These traditional media were interactive and direct, lacking in mechanics or technology. The villagers shared social, historical, and religious events along with entertainment, as well as emotional and moral ones.
They used to express their values through their folk art. Traditional media is largely disappearing in rural communities due to television.
(2) Modern mass media: These mass media can be divided into two parts:
(a) Printed media: Newspapers, books, magazines, posters, hoardings, leaflets
(b) Electronic media: radio, photography,
Films, television, computers, mobiles, the internet. Now let us gain a broader understanding of both these types of communication media.
(a) Printed media:
In Germany, Gutenberg developed the printing technology, i.e. the printing press, in 1440. Since then, printing in thousands of editions at a time began. Initially, newspapers were started by printing news in the form of small leaflets. Gradually, these newspapers were introduced in the form of daily newspapers and handwritten books were also printed at that time. Therefore, it can be said that the modern era began with machinery and technology. Newspapers in India began in the second half of the 18th century when James Augustus Hawking published the Bengal Gazette in English as a weekly in January 1780. India's first daily newspaper was the Calcutta Gazette. A company named United News of India was established in independent India. Its function is to provide news. The Press Trust of India (PTI) was established on 27 August 1947. These newspapers were published at four levels: international, national, regional and local. In which all events and details from the local level to the international level were published; but where there is illiteracy, these printed media can be less effective.
social media
Moreover, textbooks, religious texts, novels, poems, plays, etc. play an important role in printed media. Nowadays, due to digital technology connected to computers, letterpress printing technology has come to an end. Due to digital technology, printing has become much easier and faster through various types of printers, photocopy machines, etc. Due to television, computers, internet, smartphones, etc., there is a huge decrease in the reading of newspapers, books, magazines.
(b) Electronic media: Electronic mass communication media is known as electronic media. It includes radio, photography, films, television, computers, mobiles, smartphones, etc.
(1) Radio: Radio was invented by Italian scientist Marconi in 1921. The first radio station of Akashvani was established in England. Radio broadcasting in India started in 1923 in private form as Club Radio in Mumbai, then in 1927 radio started with the establishment of two government transmitters in Mumbai and Kolkata. In 1930 this radio station was managed and controlled by the government and was named Indian Broadcasting Service. In 1936 this name was changed to All India Radio. After that in India since 1957 it is known as Akashvani.At present, a total of 187 radio stations and 180 radio transmitters in India cover a total of 83% of the country's area and 96% of the population.
Radio is an effective medium in the remote and remote parts of India. Due to the programs broadcast through radio, information related to agriculture, animal husbandry, fisheries, poultry industries has played a role in bringing development and change. Also, programs related to youth, women, children, tribals, etc. are broadcast. Entertainment programs including news, commentary are broadcast in various languages. In the past, a license was required to have a radio, but now due to the revolution in technology, FM radio has come in and the broadcasting process and the form of programs have changed.
(2) Photography: American George Eastman invented the Kodak box camera in 1888. Initially, black and white and later color photography was done using camera roll. Now photography is done using smart phones and digital cameras. Photography has become important at every stage of society.
(3) Movies or Cinema: The process of showing scenes by moving pictures is called cinema. This is the process of The credit for inventing the technology goes to Thomas Alva Edison. The first film was screened in India on July 7, 1896. Dadasaheb Phalke's contribution to Indian cinema is significant, so even today a famous award of the Indian film industry is given in his name.
The Film Censor Board was formed in 1952. This censor board certificate is given before any Indian film is released to the public. Various aspects of social life are depicted in films. Therefore, even today the Indian film industry remains a center of attraction in the society. Currently, multiplex cinemas have emerged as a new form of cinema; but with the increasing popularity of television, computers, internet, compact discs (CDs), digital versatile discs (DVDs) and pen drives, the number of people watching films in cinemas is decreasing.
(4) Television: Vision: Television is a wonderful and unimaginable invention of the modern era. This audio-visual medium was invented by English scientist John L. Baird in 1926. Doordarshan in India was started on an experimental basis on September 15, 1959 in Delhi. In 1972, the TV center was started. The main objective of Doordarshan was to provide information for rural development, agricultural development, education, public awareness and national development; but after 1985, with the entry of private channels, the impact of its entertainment programs spread throughout India. Currently, programs are broadcast by more than 800 channels.
(5) Computer: Today's era is the computer era. The digital computer was invented in 1946 by John Mochel and J. P. Act. A computer is a device that accepts, stores, analyzes and can send information back in various forms. Today, the use of computers has become indispensable in all fields in India. Therefore, computer education has become indispensable.
(6) Internet: The Internet is the world's largest network that connects a number of computers and mobile phones to each other Connects. Which is also called the Internet network. This network allows two-way exchange of information. The Internet was started in India on 15 August 1995. A person can get knowledge of all aspects of the world with the tip of his finger, and if he wants to send any information to any corner of the world, it can be sent.
World Wide Web (WWW - World Wide Web) The Internet has started to be used in an unimaginable way by connecting computers and smartphones. A computer that provides information or services on the Internet is called an Internet server. Thousands of servers around the world on the Internet are connected by a huge network. This structure is called the World Wide Web. Various types of information are available instantly through different websites. The use of e-governance, e-banking, e. Shopping, e. Commerce etc. has started increasing. Apart from this, the importance of the Internet is increasing in education, health, railways, air travel, entertainment etc.
(7) Mobile: Mobile services were launched in India on August 15, 1995. Smartphones have become the attraction of the youth. Information and entertainment have become easy and available instantly through various applications on mobile phones.
Effects of Mass Media:
Mass media has had an impact on social life, education, health, economy, arts and sports, psychology and national unity, which can be seen as follows:
(1) Impact on social life:
The effects of mass media in terms of family, marriage, caste and cultural aspects are seen as follows:
Effects on family life: Mass media has given rise to individualism instead of familism. Men or
There has been a change in the authority of elders. The impact of programs and serials shown in the mass media is seen to be having an impact on family relations. Instead of power and subordination in the relationship between husband and wife, the concepts of equality, generosity and freedom are developing. A democratic atmosphere is increasing in family relations. Due to the impact of various media, many educational opportunities are increasing due to the information received, due to which children are able to independently make their own educational career.
Mass media has created new awareness in the birth, discrimination or upbringing of daughters and sons. Due to advertisements in the mass media, migration has increased as various members of the family get opportunities for livelihood; but daily contact also continues due to the media. Mass media has had positive and negative effects on the family life system.
Marriage Arrangements: Mass media has made it easier for family elders to choose a spouse for marriage and for those who are getting married to be subservient.
The young man and the young woman have been given a basic place. Therefore, before marriage, the young man and the young woman choose their spouse by giving importance to their age, appearance, education, profession, nature and family etc. Thus, the mass media are shaping the trends of self-selection, marriage at an adult age, opposition to child marriage, dowry should not be taken in marriage etc. At the same time, these media are encouraging to increase the expenses of the pavilion or the lavish food at the wedding instead of praising the virtues of the young man and the young woman.
The concept that if the husband and wife are not compatible with each other, they should take up the slack is disappearing. Therefore, the role of the mass media has been important in ending the married life through divorce and paving the way for a new life.
Caste System: The print media contributed a lot to Gandhiji and Dr. Babasaheb Ambedkar's fight against untouchability in terms of caste, food, system and civil and religious incapacity. After that, these media helped in removing discrimination from the Constitution and laws of India. Modern media has uprooted and thrown away the discriminatory system of food, occupation and civil rights. Inter-caste marriages are being encouraged. The role of mass media is becoming important in loosening the strong hold of caste on the individual or family.
(1) Culture: Indian society is a country with many religious sects. Many rituals, beliefs, faiths, superstitions and superstitions are found in these sects. In which the mass media makes people aware by providing scientific knowledge about many rituals, beliefs or superstitions. Along with this, these media also propagate faiths, human religion and yoga. Moreover, the mass media encourages people to celebrate birthdays, marriage anniversaries, various festivals or celebrations with great pomp. The mass media is encouraging people to welcome the birth of a daughter. Even in the cases of death, the work of turning long and deep mourning and strange customs into mere rituals is done through these mass media.
(2) Promotion of production of physical goods and services:
Due to frequent advertisements in the printed media and electronic media, people are attracted to these goods and are motivated to buy or consume them. In addition to household appliances such as electric fridges, washing machines, mixers, coolers, vacuum cleaners, water purifiers and electronic computers, televisions, mobiles, household items such as hair oil, soap, powder, toothpaste, spices, cloths, furniture, vehicles, insurance, banking services, etc., people become familiar with various goods and get the opportunity to choose. Thus, advertisements in mass media have created new needs among people. Various companies lead people to consume their products through advertisements related to their products. In order to attract the customer to buy that item, they offer a gift or an attractive offer,
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