3_MEDIA POWER & INFLUENCE_issues in masscom.docx - Media...

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Media Power & Influence Resource Person: Jamshaid Qureshi Issues in Mass Communication (MC-524) Media Power & Influence We Depend on Mass Media: Many scientific studies have confirmed that we no longer turn as to our friends, family religious organizations, neighbours, social institutions for the news and information we need about ourselves, our community and our world. We now depend on mass media. The same is true for much of our entertainments. During the last 500 years journey of media, the influence of mass media has grown exponentially with the advance of technology. First there were books, then newspapers, magazines, photography, sound recordings, films, radio, television, the so-called New Media of the Internet, and now social media. It's not unusual to wake up, check the cellphone for messages and notifications, look at the TV or newspaper for news, commute to work, read emails, take meetings and makes phone calls, eat meals with friends and family, and make decisions based on the information that we gather from those mass media and interpersonal media sources. We are an information- hungry society ; we need an ever-increasing number of facts to maintain and increase our standard of living. Information today is a commodity we are willing to pay for it. Today we depend on mass media to provide us information and entertainment. How Mass Media is changing Mass media are technology-based industries; printing press, broadcasting transmitters, cameras projectors, radio and TV receivers, and now internet and much more. Increasingly, they depend on high-end equipment, especially computers. Printing is so inexpensive due to Computer now:
Printing newspapers was expensive to stay in business. In 60s, introduction of photo-offset lithography reduced the cost of printing. In 70s and 80s, introduction of computers reduced the cost of printing and editorial production, and gave writer and reporter more control over his work. In late 80s, introduction of desktop publishing technologies, using PC, made the printing so inexpensive that the average person can now afford to be a publisher. Light HD cameras, cool lights are making a common man movie-maker: Before 50s, movies were made in large studios, using bright lights and large and expensive camera and sound equipment. Radio and TV transmitters were large. After 2 nd world war, due to technological changes, these things are miniaturized and cheaper. Now light HD cameras, cool lights are making a common man movie-maker. Today, laptop and tablet is light and cheaper: FM broadcasting, developed in 50s and 60s, more than doubled the frequencies available to radio. Cable TV developed in 70s and 80s, multiplied the TV possibilities. In mid-60s computer was unheard of in communication business. That was in the size of a class room, used hundreds of vacuum tubes that had short lifetime and cost of millions of dollars. Today, laptop and tablet is light and cheaper. This is changing mass communication.

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