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114 Chapter-4 CONCEPT OF MEDIA 4.1. Introduction „Media‟ means plural form of medium and medium means communication, and it means mode of expression. Media passes certain characteristics which Compromises both technical and institutional methods of production and distribution.It also involves the commodification of symbolic form as well as separate contexts the production and reception of information. Its “reach to those for removed, information distribution, a one to many form of communication, whereby products on mass production are disseminated to a great quantity of audiences, however different media having its particular characteristics on the basis of accessibility, reach , and audience. Media effects on society to much byplaying a role and acting as informer of facts to the society. Media play important role in democracy as watch dog helping in the establishment of democracy and safeguard the existing values in the democracy and it entertain the public by way of music, drama, films, dance, etc. Not only Media useful society but also for business marketing in which their product introduced to society through media and ultimately it result in economical growth of nation, and media educate people. Generally media can be classified in three categories, first Print Media which includes Newspapers, Magazines, Booklets and Brochures, House Magazines, Periodicals or Newsletters, Direct Mailers, Handbills or Flyers, Billboards, Press Releases, Books. Second type is Electronic Media which includes Television, Radio, and Films. Third types of media are New Age Media includes Mobile Phones, Computers, and Internet. The phrase Media began to be use in the 1920, the notion of mass media was generally restricted to print media up until the post Second World War, when radio, television and video were introduced. Due to development in
115 science and technology, different types of media originated accordingly in different stages of history of the world as; Print media including books, pamphlets, newspapers, magazines, etc. originated from the late 15th century.Recordings including gramophone records, magnetic tapes, cassettes, cartridges, CDs, DVDs etc. originated from the late 19th century and Cinema about 1900. Radio came into existence from about 1910 and Television find its place from about 1950,Internet from about 1990, and Mobile phones from about 2000. Media also broadly classified in two types visual and non-visual on the basis of its nature, scope, and effectiveness on the society. Press or media evaluated as the fourth pillar of Indian democratic system which was the prime force of the struggle of independence Many freedom fighters started newspaper and different literatures to address the public issues with the intention of create nationality among the people, after the independence over the 250 years media or enjoy the same status of importance and reputation due to the support and trust of people.

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