Mass media (Дополнительное чтение)

Московский государственный университет имени М.В. ЛомоносоваФизический факультетКафедра английского языкаMass MediaСоставитель: Гариян А.А.Москва 2012Part 1Mass MediaDifferent types of Mass MediaThere are different types of mass media that we are accustomed to in thisday and age. Whether it's children, young people, or adults, we've all had our shareof media-related exposure every day. Learn more about what the media comprisesin our modern-day world.Mass media refers to communication devices, which can be used tocommunicate and interact with a large number of audiences in different languages.Be it the pictorial messages of the early ages, or the high-technology media that areavailable today, one thing that we all agree upon, is that mass media are aninseparable part of our lives.

Entertainment and media always go hand in hand, butin addition to entertainment, mass media also remains to be an effective means ofcommunication, spreading information, advertising, marketing, and in general, ofexpressing and sharing views, opinions, and ideas.There are several types of Mass Media:1) Print Media:•Newspapers•Magazines•Booklets and Brochures•Billboards2) Electronic Media:•Television•Radio3) New Age Media:•Mobile Phones•Computers•Internet•Electronic BooksPrint media encompasses mass communication through printed material. Itincludes newspapers, magazines, booklets and brochures, house magazines,periodicals or newsletters, direct mailers, handbills or flyers, billboards, pressreleases, and books.Newspapers: Newspapers enjoyed the position of the most preferred mediumto reach a wider audience until electronic communication emerged on the mediascene.

In the early days, newspapers were the only medium that masses at largedepended on, for daily news. A newspaper carries all kinds of communicationrelated to a variety of topics like politics, current affairs, entertainment, finance,stocks, etc. Apart from this, it also includes topics which are in lighter vein likecartoons, crosswords, Sudoku, movie reviews, book reviews, puzzles, crosswords,etc. This captivates the imagination and interests of readers from all age groups.Newspapers are an important platform of mass communication as they reach every1nook and corner of the world where electronic media fails to reach. It plays apivotal role in providing authentic firsthand information, building opinions,updating the knowledge of the reader, and serves as a good platform for advertisersto promote their products.

However, with the emergence of the Internet, whichupdates information every second and is just a click away, the popularity ofnewspapers has reduced.Magazines: Magazines are another type of popular culture print media. Theyusually cater to a specific type of audience who are looking for information basedon a particular subject. Magazines cover a plethora of topics like current affairs,business, finance, consumers, gadgets, self-help, luxury, lifestyle, beauty, fashion,entertainment, travel, etc. Magazines like TIME and Reader's Digest includeinformation which is all-pervasive. The frequency of magazines can be weekly,fortnightly, bi-monthly, quarterly, half-yearly, or yearly. These magazines are thebest forum for advertisers as they have a niche readership.

The readers look for aspecific type of information; say for example, a camera ad in a Gadget magazinewill definitely have a direct brand impact on the reader who wants to buy a camera.Also, the shelf life and brand recall of magazines is far better than newspaperswhich have a short life span.Booklets and Brochures: Booklets and brochures are part of the promotionalliterature of a product, or an organization.

There are two types of booklets andbrochures.•Pre-buying promotion: Usually in malls and stores, promotional literature isdistributed free to all (with discount offers, or other schemes which seemprofitable). For example, a free booklet about cosmetics will include informationabout the products, latest trends, contents, the benefits of using them, the availablerange, or colors, discount coupons, etc. This, will most likely, have a positiveimpact on your decision-making.•Post-buying promotion: These booklets and brochures are usually givenwith a product for better customer experience and easy usage post purchasing.

Youmust have observed when you buy any new item that it is usually accompaniedwith a small booklet giving details about the benefits of using the product, usagedirections, cleaning and storage instructions. The guidelines are usually followedby a series of 'how to' images which facilitate easy information about the product.These booklets may also include ‘Other offerings’ section. Organizations also havetheir own profiles in the form of brochures which they give to their stakeholders tocreate a favorable image. It highlights the information about the company, itscapacity and capability, services and solutions offered milestone achievements,sustainability, innovation, awards, etc. In this case people "do judge the book by itscover", and hence, these booklets and brochures are designed in an attractiveformat using colors and photos.2Billboards: Billboards are huge advertisements that are put up at a height instrategic locations to draw more attention. They usually attract the target audienceby their bold colors, attention-grabbing headlines, creativity, designs, specialeffects, etc.

Initially, billboards started by hand painting huge boards, andeventually graduated to putting up printed sheets. Later came a trend forincorporating neon signs, videos, and cut-outs which extend out from the boards,3D rubber, or plastic balloon objects, etc. Such billboards are called bulletins. Theycommand the best customer exposure. Communication in these types of billboardsshould be in minimum words. The images should speak louder than the words.They are a successful medium of communication as they are good at captivatingand retaining customer’s attention.Electronic media is the kind of media which requires the user to utilize anelectric connection to access it. It is also known as 'Broadcast Media'.

It includestelevision, radio, and new-age media like the Internet, computers, telephones, etc.Television: Television appeals to both the auditory and visual senses, andhence is an important communication device as it beholds the attention of theaudience. For many people, it is impossible to imagine a life without theirtelevision sets, be it the daily news, or even the soap operas.

Television hasbecome an advertising hub where advertisers are ready to spend huge amounts ofmoney for an ad of a few seconds, especially for programmes with highviewership. An apt example would be Super Bowl Season. It offers variousprograms to appeal to the masses of different age groups. It is a popular means ofcommunication which provides both information and entertainment. This categoryalso includes electronic media like movies, CDs and DVDs as well as theelectronic gadgets.Radio: Radio has a significant reach. A considerable number of Americanstune into radio every week while on their way to work. Advertising on the radiowith catchy jingles and phrases is a tried and tested means of communication.Radio lost its popularity with the boom of television. But till day, radio remainsone of the favorite means of electronic communication. Moreover, it is aninteractive means of communication with all the dial-in programs which give thelisteners an opportunity to feature on radio.New age Media: With the advent of the Internet, we are now enjoying thebenefits of high technology mass media, which is not only faster than the oldschool mass media, but also has a widespread range.

Mobile phones, computers,and the Internet are often referred to as the new-age media. The Internet hasopened up several new opportunities for mass communication which include email, websites, podcasts, e-forums, e-books, blogging, Internet TV and manyothers, which are booming today. The Internet has also started social networking3sites which have redefined mass communication all together.

Sites like Facebook,Twitter, and YouTube have made communication to the masses all the moreentertaining, interesting, and easier!Mobile Phones: Mobile phones have become a boon to mankind. It has madecommunication possible at any time, and from anywhere. Nowadays, a smartdevice like a mobile phone is not only used for interaction, but also for othertechnical utilities like operating pumps from remote locations, etc. You can alsoget alerts of your monetary transactions on a mobile phone. About a decade ago,who would have thought of having the Internet on mobiles? Today, we can stay intouch with the whole world via the Internet on our mobile phones.Computers: With the invention of computers the impossible has becomepossible.

We virtually get information about everything from pin to piano with thehelp of computers. It has added speed and multimedia to the information whichwas earlier available only in the print format. Also, anyone can voice their opinionsthrough computers. Computers have added a new breakthrough in the mass mediaby combining human intelligence with the cutting edge technology.The Internet: This is the most important device of the new age media. Thediscovery of the Internet can be called the biggest invention in mass media. Inearlier days, news used to reach people only with the morning newspaper. Buttoday, live updates reach us simultaneously as the events unfold.

For example, theroyal wedding of Kate Middleton and Prince William was watched live on theInternet by millions of people around the world. The Internet has inspiredinteraction and connectivity through its social networking medium. It has becomeone of the core means of mass communication. We cannot think of leading ourlives without it. Let us see how the Internet impacts mass communication throughthe following mediums.▫E-mails: e-mails or electronic mails have drastically reduced the time ittook for drafting and sending letters, or mails. Electronic mails have also facilitatedlesser usage of paper.▫Websites: the Internet has a plethora of websites dedicated to variouspeople, companies, brands, causes, activities, etc.