Inglise keele kodulugemine teemal: Mass Media (1)

Mass Media
What is Mass Media?
Statistics show that there are few things which impact the human mind more than mass media. The advice of teachers, parents and relatives may fall on deaf ears , but the mass media influence holds us all spellbound! At this point, it becomes necessary to define mass media.
Mass media may be defined as any form of communication which is meted out to the people at large, through the various forms of communication. What modes of communication are we talking about? Well there can be no static definition for the channels of mass communication as they are increasing all the time. But any form of communication which is seen and understood by a large mass of people can be taken to mean mass communication or mass media channels.
Why is mass media so attractive to people? Mass media holds a kind of mystique in the minds of the people. It is because the communication is designed in such a way that it appeals to a larger demographic segment . The test of a good mass communication marketing drive is to see if it gets the people talking. If it does, then not only does it mean that the advertising drive has been successful, but the organization in charge of the mass communication is also getting publicity by the word-of-mouth channel !
Mass Media Influence
It is hard to argue with the fact that mass media has a compelling effect on the human mind. Especially on minds which are more impressionable. For example, the mass media influence on children is understandably higher than it is in adults. So how exactly does mass media influence us?
Mass Media Influence on Youth
There is a burgeoning need amongst the youth to be accepted as a part of a group, to be popular , to have friends and relationships with people of the opposite sex etc. Mass media experts understand this need of the people and hence they come out with advertisements on TV, or in the newspapers , or on websites on how people can be more popular using a certain product. Most advertisements you see which are aimed at the youth generally talk about the 'cool quotient' of the product and how it is going to be the next 'in- thing '. And if you want to stay ahead of the game , it is absolutely vital that you procure it. The visual effect, seeing the things happen in front of you and the slice -of-life effect makes them look a lot believable than they should be.
So how should mass media be used with youth? Mass media, effective as it is, can be used on the youth to drive home pressing concerns in the country . Child obesity , the dangers of alcohol and preteen sexual relations , importance of exercise and fitness etc. If these things can be done , the mass media will be able to influence the youth for the better and send better messages for the development of the youth than what it is sending today .
Mass Media Influence on Adults
Like children and youth, mass media influences adults too, although perhaps not on the same scale. Most adults with a platonic view of things will resist the temptation of being buoyed up by what the mass media has to offer . While men usually find it difficult to hold them selves back in the face of the allure of sexuality. Other subjects which also appeal to men are financial security and a luxurious hassle-free lifestyle. Women on the other hand are more tempted towards products which guarantee immunity from aging altogether and not just what the previous generation called 'aging gracefully'.
Mass media can yet be used constructively to teach the adults about the importance of insurance, financial education and how to maintain a healthy lifestyle.
Mass media are media, which can be used to communicate and interact with a large number of audiences. Be it the pictorial messages of the early ages, or the high- technology media that are available today, one thing that we all agree upon , is that mass media are an inseparable part of our lives . Entertainment and media always go hand in hand, but in addition to the entertainment, mass media also remain to be an effective medium for communication, dissemination of information, advertising, marketing and in general, for expressing and sharing views , opinions and ideas . Mass media is a double-edged sword which means that there are positive effects of media as well as negative influences of media. Here are some of the different types of mass media:
Print Media: The print media includes newspapers, magazines, brochures, newsletters, books and even leaflets and pamphlets. Visual media like photography can also be mentioned under this sub-head, since photography is an important mass media, which communicates via visual representations. Although, it is said that the electronic or new media have replaced the print media, there exists a majority of audiences who prefer the print media for various communication purposes . Public speaking and event organizing can also be considered as a form of mass media.
Electronic Media: For many people, it is impossible to imagine a life without their television sets , be it the daily news dose or even the soap operas.This mass media includes television and radio . This category also includes electronic media like movies , CDs and DVDs as well as the new hottest electronic gadgets .
New-age Media: With the advent of new technologies like Internet , we are now enjoying the benefits of high technology mass media, which is not only faster than the old-school mass media, but also has a widespread range. Mobile phones, computers and Internet are often referred to as the new-age media. Internet has opened up several new opportunities for mass communication which include email , websites, blogging, Internet tv and many other mass media which are booming today.
History and Origin of Mass Media
History of mass media can be traced back to the early days of dramas that were performed in various cultures. However , the term Mass Media originated with the print media that was also its first example. The first newspaper was printed in China 868 A.D, but due to the high cost of paper and illiteracy amongst people, it didn’t prosper .
Regarding the origin of the Mass Media, Europe can boast to be the primary source. It was Johannes Gutenberg, who for the first time printed a book in a printing press in 1453.
Gradually, during the period post-Second World War, radio, television and video were introduced. The audio -visual facilities became very popular as they provided information and entertainment. Of late, it is the Internet which has become the latest and most popular of the mass media. Here, information is been generated through various websites and search engines. One can play games, listen to radio while working and chat with friends and relatives, irrespective of location . It also gives information on various topics such as literature, politics , science, sports , fashion, movies, education, career , jobs etc. similar to other types of mass media.
Thus, due to the progress of science and technology, history of media has evolved and reached the present -day world of internet, cellular phones, blogs, podcast and RSS feeds.
Mass media enjoys a very prominent role in our lives. There are various effects of mass media on the society at large. Media tends to influence and it’s obvious, there are positive as well as negative influences of mass media. However, it also depends upon the way audiences perceive things. The power of the mass media is by far recognized by everybody in terms of advertising, marketing and as a medium to broadcast information to people at large. Since mass media is used to communicate and interact with people from various walks of life, it can often result in a conflict of options. Print media (magazines, newspapers, brochures, press releases, newsletters etc), electronic media (television, radio etc) and the Internet are all part of mass media. Today, mass media can give a person phenomenal exposure and this can result in various effects of the mass media on the society. However, have you paused to think about the pros and cons of mass media? Well, one cannot blame a particular medium because of outside influences. Here, we shall take a look at such advantages and disadvantages of mass media.
http://www.buzzle.co m
By Arjun Kulkarni
Pros of Mass Media:

• The wide reach offered by mass media is phenomenal. It can target a global audience .
  
• In terms of newspapers and magazines, it can reach a specified target group. Besides , it is easily accessible. For example, the newspaper lands on the doorstep and we have the latest news in our drawing rooms due to the television set.
  
• Certain types of media have a loyal fan following . This would mean that an advertiser, publication or news channel would have a ready audience.
  
• We have the latest news and information at the click of the mouse ! The Internet is such a medium that it can give many options for the kind of information required .
  
• Television, movies, Internet and the radio are some of the best forms of entertainment.
  
• Mass media can be used for educational purposes in an effective manner .
  

Cons of Mass Media:

• At times , the information reported may not be authentic from every angle. Hence, there may be a misinterpretation of a situation.
  
• News can be manipulated to influence the minds of the audiences. For example – a particular political party may manipulate reports in their favor, which would indicate the political control in the media.
  
• Media bias can occur due to various issues. A journalist or an editor may give personal preference to an issue . Read more about the types and reasons of media bias.
  
• A particular event or a celebrity may receive undue importance and set wrong ideals before the youth. It may present an ostentatious lifestyle, which may inculcate wrong ideals amongst youngsters.
  
• Unnecessary sensationalism of an issue may project wrong information to the public.
  
• Misleading messages may again divert young minds towards a wrong path .
  
• Wrong interpretation of news may even blow things out of proportion . This would create further unrest in any place or even violence in case of extreme situations.
  
• At times, a particular event or news item may receive too much attention simply because of the lack of important news or snippets. This would again present a wrong idea before the public.
  
• Certain types of mass media such as newspapers or leaflets have a very short shelf life. In terms of advertising, it would not serve to be useful for every kind of product or message.
  

These were some of the pros and cons of mass media. Ultimately, it always depends upon the individual and the way a particular message is perceived for a positive influence of the mass media!
http://www.buzzle.co m
By Kashmira Lad
The role and power of the mass media
Our world today is increasingly driven by a combination of information and entertainment values , and these are both promoted by the explo­sion of different means of communication, especially electronic communi­cation such as satellite TV and Internet. This means the market for infor­mation is extremely competitive and is characterized by the following:
1.       Overload on the audience: Most people today, even in many develop­ing countries, have access to scores of information sources in their homes and offices, including television, radio, internet and others . The audience is over-loaded with options, so if you want to catch some­one's attention via the mass media you have to produce quality mate­rial that is deemed appropriate to use by journalists and deemed worth reading or viewing by the audience.
2.       Overload on the mass media: Most journalists are flooded with sources of information, press releases, story ideas and requests for coverage. This means that if you want to attract a journalist's or edi­tor'sh attention and get coverage in their publication or on their channel, you have to produce quality information and PR materials that are credible and that catch the press's attention.
3.       Overload on funders and advertisers: Those people who pay money to the mass media or to non-governmental organizations - advertisers and funders - are also flooded with more requests than they can meet. So it is critically important for NGOs today to produce high quality work if they wish to attract funds from donors or support from companies that have the option to spend their money on direct advertising and promotion .
In view of the above , it is important for NGOs and others who wish to use the mass media and other mass-comm channels to stress quality and pro­fessionalism in the work they do, especially in their information/promotion work. The use of quality, professional materials and techniques will gener­ate an audience for you, which in turn means credibility, financial support, capacity to influence public opinion or public actions, and thus power to change society for the better. (However, some groups in society, especially private firms , shun the mass media and public exposure, and prefer to work quietly. Others use the mass media in a negative way, mainly to prevent the public from having negative views of them or their work. These are both valid options, but most NGOs do not fall into this category, and instead want to use mass-comm channels to generate publicity, goodwill, funding and support.)

The Palestinian and Wider Contexts

NGOs and others in Palestine who wish to use mass-comm channels to achieve their goals have to recognize the four overlapping contexts in which they operate: the Palestinian, Israeli , Arab and global contexts. Each is characterized by different realities, and needs different technical and political approaches.
The fact is that the Palestine issue remains a major global issue, often in the news and attracting the attention of governments and top world leaders on a routine basis. This means that you have the potential to use the high visibility of the Palestine issue to attract the attention and support of many audiences around the region and the world. However, at the same time there is a general perception around the world that the Palestine issue is on the way to being resolved through the Oslo Accords. This means that many potential supporters might lose interest and move their focus to other areas of the world. The result of this situation is that Palestinian organiza­tions have to work harder to use mass-comm and other channels to main­tain worldwide interest in our issue, and to stress that there is greater than ever need for international support for Palestinian NGOs because of the peculiar situation created by the peace - making process .
Using the mass media and communication channels in the four contexts mentioned above requires a clear understanding of each one, and how it works within its own political culture and national values. The Palestinian mass-comm sector is fragmented, very local in its orientation, highly per­sonalized, and also both traditional and very new. The Israeli sector is highly political and commercial, with few personal dimensions. The Arab sector is a combination of two very different extremes: tightly controlled national institutions that mainly reflect the official views, and free-market and entertainment-based private media channels that reflect a combination of state and private views.
The world mass-comm sector is global, market-driven, and increasingly based on entertainment values, even in the news business. These four very different contexts require different approaches, and each can serve a very different purpose . Palestinian NGOs seeking mass-comm coverage must first identify their target audience and the intended results they wish to achieve, and then decide which channels best meet those aims. Goals will differ widely, from NGOs that seek funding and members , to NGOs that want to educate families and students , to private firms that want to sell their products, to cultural groups that want to promote social values, to govern­ment institutions that want to project a policy line or political viewpoint.
In order to make best use of the different mass media channels, you should keep in mind what the media themselves see as their primary role, which differs in the above cases. In general, the role of the mass media in global society has been evolving over the past century towards the following goals and duties:
1.       The media informs the public, provides information and amusement, generates political ideas, mobilizes political and social action groups, and generally helps to shape the public policy agenda and priorities.
2.       The media plays a role of political accountability and checks-and-bal­ances, keeping an eye on public officials and institutions and con­stantly challenging them via reports, interviews, debates, etc.
3.       The media can sometimes play the role of a direct political actor, such as happened in the Watergate or Monica Lewinsky cases in the United States , when revelations by the press sparked political crises and legal actions, or as happens in the Middle East sometimes when the press reveals political actions or plans that impact on the political scene.
4.       The mass media also plays an accountability role vis-à-vis the private sector and NGOs, reporting on their activities and making sure that they do not harm the public wellbeing. In view of the above realities, it is important to be able to make use of mass-comm channels effec­tively but without exaggerating the power of the mass media. In the end, the media is a reflection of society. Very rarely can the mass me­dia actually make people change their minds or their views instantly.
The media primarily reinforce existing views that people hold. This means that you should carefully define what goal you wish to achieve through the mass media. Usually this goal will be primarily informational - i.e., you will want to inform people and give them facts or information about your work or your cause . You should not expect the media to bring about major or rapid changes in public attitudes. The media is best used to provide factual information in a steady , credible manner, and that knowledge over time helps to change people's attitudes.
NGOs often use the media without precise goals or targets. Often people send press releases or hold press conferences without having sufficiently ‘newsy’ information to give the press, and this results in poor coverage, or even in situations where some journalists do not respond the next time they are approached by the same NGO. It is important to have a clear, realistic aim when you use the mass media, such as: specific facts to be dissemi­nated, a project announced, an appeal for money or support, introducing a new person or activity, etc. If you do not have newsworthy information, you should not try to use the media to spread your message via free news cov­erage, but instead use paid advertising or other channels of communica­tion.
Finally, the impact of the mass media should be monitored, so that you can determine what kind of and how much impact the media has on people and society. It might prove more useful for your organizational goals to use other communication means, such as religious , social or tribal groups, the school system, political parties, the government agencies, or other NGOs.

By Rami G. Khouri

http://www.passia.org
1. Fall on deaf ears – kurtidele kõrvadele rääkima
2. Holds us all spellbound – hoiab meid kõiki lummuses
3. Cool quotient – äge osamäär
4. It is absolutely vital that you procure it – see on absoluutselt elutähtis, et sa seda paaritaksid
5. Based on entertainment values – põhineb meelelahutus põhimõtetest
6. Technical and political approaches – tehnilised ja poliitilised juurdepääsud
7. Specific facts to be dissemi­nated – kindlad faktid oleksid levitatud
8. A project announced – projekt väljakuulutatud
9. Very prominent role in our lives – väga esileküündiv roll meie elus
10. mass media can give a person phenomenal exposure – massi meedia saab anda inimese fenomaalse paljastuse.
11. without exaggerating the power – ilma jõu liialdamiseta
12. to produce quality mate­rial that is deemed appropriate to use – tootma kvaliteetset materjali, mis on peetud sobivaks kasutamiseks.
13. to corporate policies that reflect management's biases – ühendama poliitikat mis kajastab juhtkondade baase
14. Protesters will hoist their placards and start chanting – protestijad heiskavad enda plakatid ja hakkavad skandeerima.
15. high priority on profitable operations – kõrge prioriteet kasulikkudel operatsioonidel
16. are under relentless pressure – on järelejätmata pressi all
17. Most overseas bureaus have been replaced – enamik ülemere büroosid on asendatud.
18. large commercial subsidiaries – suured reklaami lisad
19. rigorous self-censorship – karm enese-eelkontroll
20. delegates at a negotiation will find they understand – volinikud nõupidamisel saavad kokkuleppele