SEMINAR

ON
MASS MEDIA

PRESENTED BY-
PINKI BARMAN
1 ST YEAR MSC NURSING
AIN,GUWAHATI
Mass media
INTRODUCTION
Public health is more than ever a concern for all governments of
the world, both in developed and developing countries. In
today’s world, nothing is more international than health; no
other aspect of modern life is as profoundly impacted by
globalization as public health. In the face of emerging global
challenges including changing epidemiological pattern,
increasing prevalence of chronic non-communicable diseases
(NCDs), shift in dietary pattern and its consequences on obesity
and associated diseases, and the spread of HIV going
unabatingly. Among the strategies to overcome these health
issues, the media are widely used by government agencies and
organizations, international agencies and nonprofit
organizations to bring people together whether they are local,
regional, national or international, to reach a state of complete
physical, mental and social well-being.
 What is mass media

 Mass Communication refers to the process

of disseminating and exchanging
information through diverse media
platforms to reach the masses.
Mass media is actually the primary means of
communication for the general public to
communicate with each other as well as on a
grander level.
Characteristics of Mass Media

Mass Media constitutes both technical and institutional

methods for communication, production and
dissemination of news.
It reaches larger audiences or masses and that’s why is
referred to as mass media.
Mass Media has the power to influence society and is
also impacted by what’s happening in society itself.
Audience or the masses are offered with a wide variety of
choices in terms of content, media platform, etc. to
choose from the type of mass media they want to
consume.
Types of mass media
Traditional Media
Print Media
Electronic/Broadcasting Media
Outdoor Media or Out of Home Media (OOH)
Transit Media
Digital Media/New Media/Internet
Traditional Media

People have developed different ways of

communication depending upon their local language
and culture. Traditional media is one of the oldest
types of mass media to transfer traditions and culture
over generations.
Forms of Traditional Media

Folk Dances
Folk Songs and Music
Theatre, Drama, and Folktales
Painting, Sculptures, Inscriptions, Statues, and Stupas
Motifs and Symbols
Announcements made by beating drums or ‘nagada’
Shadow Puppetry and String Puppetry
Storytelling
Nautanki
Fairs and Festivals
Rural Radio
Folk Dances
Folk Songs and Music
Theatre, Drama, and Folktales
Painting, Sculptures, Inscriptions, Statues, and Stupas
Announcements made by beating drums
or ‘nagada
Shadow Puppetry and String Puppetry
Storytelling
Nautanki
Fairs and Festivals
Print Media

 it is all about the printed form of information and news.

Print media is one of the basic types of mass media tools
making it very popular and convenient to reach a wider
audience.
Forms of Print Media-
 Newspapers (broadsheet and tabloid)
 Periodicals, Newsletters, and Magazines (general or specific
interest)
 Brochures, Leaflets and Pamphlets
 Journals
 Books, Novels and Comics
Newspapers
A newspaper is a periodical publication containing
written information about current events and is often
typed in black ink with a white or gray background.
The first newspaper printed in India was Hicky's
Bengal Gazette, started in 1780 under the British
Raj by James Augustus Hicky. Other newspapers such
as The India Gazette, The Calcutta Gazette, The
Madras Courier (1785), and The Bombay Herald (1789).
Periodicals, Newsletters, and Magazines
Periodicals are any type of publication that is
published in a series, or periodically.
Periodical articles are often the best sources for
research, especially if your topic requires, recent
information, information on a specific topic,
information on local issues.
A newsletter is a printed or electronic report
containing news concerning the activities of a business
or an organization that is sent to its members,
customers, employees or other subscribers.
Brochures, Leaflets and Pamphlets

Booklet, leaflet and pamphlets are printed materials, small

in size, covered or bound containing information on a
subject or specific topic and providing opportunity for
reading, learning and/or referring.
Leaflets are a good combination of written words,
illustrations and pictures so they are more widely accepted.
They should have facts to enjoy a high level of credibility
and prestige in readers.
Pamphlets are a type of nonprojected audiovisual aids. A
pamphlet is a paper that can be folded into two or three or
five, and the matter can be printed either on a single or on
both sides. In other words, a pamphlet is an unbound
booklet without a hard cover or binding
Journals

A journal is a scholarly publication containing articles

written by researchers, professors and other experts.
Journals focus on a specific discipline or field of study.
Unlike newspapers and magazines, journals are
intended for an academic or technical audience, not
general readers. Journals are published on a regular
basis (monthly, quarterly, etc.) and are sequentially
numbered.
Books, Novels and Comics
Electronic Broadcasting Media

Broadcasting is simply a distribution of audio and video content

to a dispersed audience using the electronic broadcasting
medium. Originally the term ‘broadcasting’ referred to the
sowing of seeds on farms by scattering them over the large field.
Forms of Broadcasting Media-
 Television
 Radio (AM, FM, Pirate Radio, Terrestrial Radio, and Satellite)
 Traditional Telephone
 Film/Movie/Motion Picture
 Video Games
 Audio Recording and Reproduction
Television
TV Television (TV) is the most widely used
telecommunication medium for transmitting and
receiving moving images that are either monochromatic
("black and white") or color, usually accompanied by
sound. "Television" may also refer specifically to a
television set, television programming or television
transmission.
its early stages of development, television employed a
combination of optical, mechanical and electronic
technologies to capture, transmit and display a visual
image. By the late 1920s, however, those employing only
optical and electronic technologies were being explored.
Radio
Radio broadcasting is a one-way sound broadcasting service,
transmitted over radio waves (a form of electromagnetic
radiation) from a transmitter to a receiving antenna and
intended to reach a wide audience. Audio broadcasting also can
be done via cable FM, local wire networks, satellite and the
Internet.
Radio broadcasting means transmission of audio (sound)
to radio receivers belonging to a public audience. Analog audio is
the earliest form of radio broadcast. AM broadcasting began
around 1920. FM broadcasting was introduced in the late 1930s
with improved fidelity. A broadcast radio receiver is called
a radio. Most radios can receive both AM and FM and are called
AM/FM receivers.
Film/Movie/Motion Picture

Film is a means of creative expression. It performs the functions of

mass media. Such as information, education, entertainment and
transmission of culture. Films are widely popular and their audio
visual nature provides them a pervasive power for social influence.
Therefore, they have the potential to play an important role as a
medium of entertainment, information and education and as a
catalyst for social change. Films are popular because they entertain.
They are a facet of a mass culture and mass art. They generate mass
mediated culture arising from elite, folk, popular or mass origins.
helps the viewer to assume the role of the characters and to identify
with them quickly and effectively. Films appeal to their primary
emotions and sentiments.
Audio Recording and Reproduction
Outdoor Media

This is also known as OOH or Out-of-Home Media

and is focussed on transmitting information and news
when the public is outside their home.
Outdoor media gives importance to display advertising
and attracting individuals towards new products, some
social cause or any development or change in the
society.
Forms of Outdoor Media

Billboards or Bulletins
Inflatable Billboards
Mobile Billboards
Banner
Lamppost Banners
Posters
Signs and Placards
Blimps, Skywriting
Brochure distribution
ComPark Advertising
Wallscape
Billboards or Bulletins

Most people are familiar with billboard advertising,

regardless of where they live or travel. Billboards are
placed next to high-traffic highways as well as along
less-traveled roads in non-urban areas. Drivers see
them almost anywhere because they are an efficient
and cost-effective means of communicating
information that is geographically important – the
location of the closest chain fast food restaurant on
the route, the nearest motel, or campgrounds at the
next exit.
Banner

Banner advertising refers to the use of a rectangular

graphic display that stretches across the top, bottom,
or sides of a website or online media property.
Banner ads were the first form of internet-specific
advertising, appearing in 1994.
Today, banner advertising, and virtually all online
advertising, currently utilizes real-time bidding
technology known as programmatic bidding, which
allows approved companies to bid on ad space during
the time it takes for a banner ad to load.
Posters

A poster is any piece of printed paper designed to be

attached to a wall or vertical surface.
Posters are designed to be both eye-catching and
informative. Posters may be used for many purposes.
They are a frequent tool of advertisers (particularly of
events, musicians and films), propagandists, protestors
and other groups trying to communicate a message.
 Posters are also used for reproductions of artwork,
particularly famous works, and are generally low-cost
compared to original artwork.
Blimps, Skywriting

Blimp, nonrigid or semirigid airship dependent on

internal gas pressure to maintain its form.
It is mostly used for overhead photography at sports
events, and as massive flying billboards.
Transit Media

Transit Media revolves around the concept of

advertising and information dissemination when
consumers are “on the go” in public places or in transit.
These include display advertising on vehicles and
transportation. With the aim “driving home a
message” transit media is significantly used for
massive brand promotion to millions of people who
travel the country’s streets and highways every day.
Forms of Transit Media

Bus Advertising-Bus advertising is an

amazing opportunity to build awareness of company,
no matter how big or small. It is an opportunity to
drive the target audience to business, event or website
through frequent interaction with target audience.
Railway Advertising
Taxi Advertising
Transit Shelter Advertising
New Media or Digital Media

It is an interactive two-way communication with users

being the active producers of content and information.
The Internet is considered as a highly interactive mass
medium and can be simply defined as the “network of
networks”. It has quickly transformed as the centre of
the mass media as it has marvellously integrated all
the prominent types of mass media.
Forms of Digital Media

Websites
Emails
Social Media and Social Networking Sites (SNS)
Webcast and Podcast
Blogging and Vlogging
IPTV (Internet Protocol Television)
E-forums and E-books
E-commerce and M-commerce
Digital Videos
Computer Animation
Digital Video Games
Human-Computer Interface
Virtual World & Virtual Reality
Websites and Emails

websites such as Yahoo, Google, Facebook, AOL,

Hotmail etc which are visited by many people world-
wide, the possibility of simultaneous mass
communication is enhanced.
It have a good reach or coverage if it has the ability to
expose a large number of people to a given mass media
message within a given period.
Social Media and Social Networking Sites
Blogging

It has become a pervasive form of media. A blog is a

website, usually maintained by an individual, with
regular entries of commentary, descriptions of events,
or interactive media such as images or video. Entries
are commonly displayed in reverse chronological
order, with most recent posts shown on top. Many
blogs provide commentary or news on a particular
subject; others function as more personal online
diaries.
E-commerce and M-commerce
Digital Videos and Computer
Animation
Functions of Mass Media

Mass media plays a crucial role in shaping how we view the world.
Intensive use of mass media has resulted in the world to appear
smaller and closer.
It also promotes the distribution of goods and services.
The fundamental objectives of mass media are to inform, educate
and entertain the masses.
It is known to be an important player in democracy and the
smooth functioning of the nation.
Media is the watchdog of society.
Mass media works to transmit heritage and cultural values.
The rise of new mass media creates a global platform to bring
people together.
Advantages of Mass Media

Giving Voice to the Voiceless

Mass media plays an essential role in shining the spotlight on
the masses as the general public can express their views and
opinions freely. This way, it becomes the voice of the
voiceless thus giving the right platform for the people to use
their right to express freely.
Effective and Wider Communication
It is through different types of mass media from social media
to the digital platforms that the world has transformed into a
global village. This way, mass communication has become
useful for the people, businesses, governments and the whole
world to stay connected with each other.
Diffusion of Diverse Cultures
Mass media also plays a colossal part in spreading arts
and cultures to every nook and corner of the world.
With the help of the internet, anyone can learn a new
language, know about a different culture or even travel
the whole world without physically going from one
place to another.
Encyclopedia of Information
The internet is truly a massive open source of
information and different types of mass media from
search engine platforms to social media platforms and
learning websites play a greater role in helping anyone
learn anything anywhere
Role of mass media and health promotion:

Raise public awareness about a particular problem or issues.

Create a climate of opinion and provide food for thought a nurturing
environment.
Stress the ill effect of unhealthy behavior and the benefits of preventive
behavior.
Provide advocacy and support that facilitates placing health issues on
the agenda.
What we can be done to make mass media more effective.
Integrative strategy: the use of several strategies to encourage healthy
behavioral change.
Use of emotional and psychological content in discussing health issues.
Making health issues more relevant to the audience and to the social
and cultural setting.
Disadvantages of mass media

Negative influences caused by the media technology

itself.
Negative influences that caused by the owner and
sponsor
Unrealized negative influence of media
FOLK MEDIA
Folk media is prepared using local skilled people
available in the community. Usually in the community,
such people as singers, writers, actors, story tellers and
puppeteers are available. Locally produced folk media
is economical and very powerful. Cost involved is
minimal, people get involved and the audience
identifies with them because they are from the same
community, speak the same language.
What is folk media???
Folk Media refers to traditional media based on sound,
image and sign language. It is expressed in the form of
traditional music, drama, dance and puppetry.
Forms of Traditional Media Or folk media

Nautanki
Puppets

Harikatha
Jatra

Pala
Fairs and Festivals

MTNL Perfect Health Mela 2011

 Aspects of effective communication in
traditional folk-media
Folk-media has created from the rural surrounding
The signs and the symbols of the folk-media have not
been alienated from their village
Folk-media needs only fewer media Literacy to
understand it well than the mainstream Mass Media.
The proximity between the community and the
traditional folk-media.
Folk-media having with Interactive Communication skills
Changeable, creativity and liveliness of the traditional
folk-media
Advantages of folk media

Personal contact
Language Familiarity
Flexibility
Impact
Entertainment
Self expression
Cultural Heritage
Spread of extension messages
Disadvantages of folk media
Threat to folk media is a regular with the development of film
industry, radio, television and video, the Indian traditional media
gradually disappearing.
Focus of attention of planners on modem media.
Scale of reach to masses is very less unlike as in case of technology
based electronic media.
Changes in social system such as urbanization and literacy rate
leading to more individual listening or viewing rather people are
preferring community listening or viewing
Considering the traditional media as out dated and irrelevant by the
present generation.
Traditional folk media is functioning mostly as unorganized sector.
Even to revive traditional folk forms identification and selection of
good artists is very difficult.
Lack of encouragement to talented artists in traditional media
leading to decline of folk media.
Lack of proper understanding of traditional media and its nature.
Summary and conclusion