Media
Media can be referred to as a means of sharing data and informative communication
among masses, and can also be termed as accumulation and transmission of viable
information through diversified tools of expressions. The medium of mass
communication listed under the media includes Community News Letters, News Papers, Magazines, Radio Stations, T.V,
Online Newspapers, Internet and e-zines etc. To effectively plan and implement
successful communication campaigns, one has to understand the importance &
significance of the various media tools. The primary aim of media is to
educate, entertain, stimulate, motivate and create interest & awareness
among its readers, listeners and viewers. The media is an organized industry and
huge business but its main aim is to educate masses by giving a true insight of
the state of affairs in and around the country and the world.
Media History
The word Medium served as the means of
origination for Media, which is a
reference from Latin word medius
meaning middle. Prehistoric paintings in caves, Old maps, Writings on leaves,
Signs, Sea Indications are all designed channels of primitive initialization of
communications by humans. Significant role was played in the evolution of
communication by the Persian Empire (Today’s Iran). Persian Emperor Cyrus the Great (600 BC-530
BC) who ruled the Median Empire devised the first Postal system or means of the
first real Mail. His empire and successors initiated the use of Royal roads
that permitted arms, soldiers, messages and mails to be sent across the empire
quickly. Also the Emperor of Medes Ahasuerus communicated his decisions through
the use of couriers. The Latin word Communicare derives the word communication, through the Roman Empire
which had devised the mail and postal system to centralize control over the
kingdom from Rome. This method helped the kingdom to attain fast information
about important events happening in widespread provinces and exchanges of
personal and official letters. With the passage of time, during the Middle Ages
more advanced means of communication originated in the Islamic and Mongol
empires. Media in its modern application, referred in relation to means of
communication channels was first mentioned in 1954 by Marshall Mcluhan
– the Canadian communication philosopher
in his book Counterblast. The American
Journalist Henry
Louis "H. L." Mencken (September 12, 1880 – January
29, 1956) used the word Mass Media in contrast in the year 1923. America
and the United Kingdom were engulfed
by the word media, which spread like wild fire by the 1960’s.
Media can be broadly divided into Six Groups.
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1. Radio (News, FM, talk
shows, programmes and Public service announcements)
2.Television (Movies, news, talk shows, public service announcements
and programmes)
3. Print (News Papers, magazines,
newsletters and trade & internal publications).
4. News Wire Services
(Thomson Reuters, PR genie, united press, associated press)
5.Online Publications (Digital
magazines, online newspapers, EPUBs, , digital libraries and e-zines)
6. Social Media (Internet,
websites, SEO, web blogs, micro blogs, social networks, cloud computing)
Co-Authored
Kavita Thapliyal & Manjul Thapliyal
Business Communication and Soft Skills Trainer
&
Principal Consultant
Visions Ahead
Web: www.visionsahead.com
.
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