India's Media Profile - Report Example

Media Profile Name Institution India’s Media Profile Introduction Media refers to devices used in communication especially when interacting with a large number of of audience of different languages. Mass media ranges from pictorial messages that were used in ancient time to high-technology media such as internet, which are use currently. Media has become part of human life and it has remained to be the most effective way disseminating information and advertising. In general, people normally use media to express and share views, ideas, and opinions (Jin, 2013). There have been a number of developments in media and it is obvious for a keen observer that we now live in a new communications and media environment, which is very different from the one, which existed thirty years ago. The advancements of media technology over the past years have a profound effect on what, where and why we communicate. Every type of media that exist today has negative and positive influence. Press Press includes communication through printed materials such as newspapers, booklets, magazines, newsletters, direct mailing, billboards, books, press release, and bronchus among others. Newspaper was the best media to reach a wider audience before electronic communication emerged. During those days, large numbers of people use to depend on newspaper for daily news (Gabara, 2006). Newspaper carries include different kinds of topics such as politics, socialism, current affairs, finance, entertainment, finance, among others. It also includes leisure topics, which are in a lighter vein such as cartoons, crosswords, and Sudoku. Such topics captivate imagination and interest of readers of all age groups. Newspaper plays a very important role in giving out first hand and reliable information, which improves readers’ knowledge. They are also a useful platform for advertisement (Jin, 2013). Another powerful press medium is the magazines, which usually carries specific information, which fit audience looking for specific information based on a particular topic. They cover different types of topics ranging from business, current affairs, finance, luxury, beauty, lifestyle, fashion, current affairs, etc. Magazines can be produced weekly, monthly, fortnightly, quarterly, half-yearly, or yearly. The shelf life and brand recall of magazines are far better than newspaper as they have a longer life span. Booklets and Brochures are press media, which are normally part of promotional literature of an organization or a product. Two types of brochures and booklet exist. The first type is the pre-buying promotional, which is normally distributed free with the product. The other type is Post-buying promotion, which is usually supplied as a product to guide users on how to use the product. Press media was popular before the advent of electronic media, which update information in seconds. it should be noted that, although electronic media is the most preferred form of media currently, it has not totally replace print media. There still exist a large number of audience who prefer press media for various communication purposes. Presence of print media in our society has brought profound impact on what, where and why we communicate (The Chicago manual of style, 2003). Among the developments that have resulted in a different media include, include the erosion of media gate-keeping roles, the transformation of storytelling techniques, the proliferation of information and media sources. Increasingly, media consumers are becoming actively involved in the creation, dissemination, and use of media content, challenging the concept of passive content receiver. It should also be noted that disposing of off redundant material is posing a new problem in the environment. Most people now days own electronic media such as radios, television set, and internet access which are more ecofriendly and cost effective as compare to print communication. Radio: Radio is another medium, which widely reach audience. Considerable large number of people in India tune into radio every day of every week while on their way to work and while they are working. Radios are the most effective ways of advertising. Although radio’s popularity went down when the number of people who own television rose up, it remains one of the most reliable and effective mean of electronic communication (Ragozin, 1998). Furthermore, radio is one of the interactive mean of communication as most radio stations in India includes dial-in programs, which give an opportunity to listener to feature on the radio. Mass media laws and regulations in India (2000) confirm that with transistor's technology, radio has reached most people, be it in urban or rural areas. In fact, the number of people listening to the radio in a rural area of India is larger as compare to those listening to radio in urban areas. In fact, radio has more advantage over media such as television and newspapers as they are portable, handy, more accessible, and cheaper. Radio is the lightest broadcast media and is easily accessible at home, car, place of work, and many other places. Radio has profound effects in human nature. It enlightens listeners and widens their horizons. The research that was conducted in India reveals that radio is the most effective media for educating especially when it is followed up with discussion and question. Due to its high penetration to rural areas, radio is becoming a powerful media for advertisers. It gains up to three per cent of India’s budget every year and it is the cheapest alternative to television, but not a poor media for advertising. Since radio listeners are widely spread, it is the most preferred mean of advertising especially when you want to reach the local audience (Gabara, 2006). Furthermore, radio serves small and highly targeted audience, which makes radio an excellent advertising media for kinds of specialized product and services. Television: Television is one of the most important and effective media as it appeals both the visual and auditory senses to behold the attention of the audience. It is considered to be the most distinguished and attractive media among all the different media in use today. And although television involves only a number of viewers, it has a wider range of influence among large number sponsors, entrepreneurs, and businesses as it is the most competitive kind of media in India today. In fact, advertisers in spends huge amount of money for a few second ad, especially during high viewership programs (Thompson, 1985). Television is a glamour medium, which includes different alluring programs to its viewers, who are spread to all part of the country. It airs different attractive events such as personalities, national and international conferences, games and sports, concerts, etc. which satisfy viewers’ needs and demands. Television presents many programs of interest in a facilitated manner to its users, who have different backgrounds and likes, to ensure that they retain its attraction and glamour in enhancing approach every day. Television has resulted in a tele-addiction among some of its users who stick to some enchanting programs (Ranganathan & Rodrigues, 2010). Most viewers perceive television as mean of communication, which provide both information and entertainment. These media include storage Medias such as movies, CDs and DVDs and even electronic gadgets. Television plays a vital role national building in all countries including India. As an audio-visual medium, television includes numerous advantages that influence and encourage many viewers across the country. Government uses television to call citizens into participating in activities of national importance, which are undertaken by the government. This media can cater and broadcast contents that are vital in the development of the country. Such content inspires viewers to work harder and in a more intelligent way, of which is important health growth and prosperity of a nation. Viewable programs, which are rich in matters of national development as catered by television, can be well thought using television. This would make it possible to lead viewers to concentrate intensely on matters, which impulse them to get involved in the main goal of national development. Research shows that television as a media has the strongest impact and influence on its viewers than any other media of communication. It extended ideas and thought, such conservation of water and water catchment areas, to rural set up where development is very necessary. The government also uses television during education citizens on development matters such as how to boost crops and animal production, birth control, importance of health for both children and mothers. The numbers of youth, who are jobless in India, rely on Television for job opportunities. Generally, television has successfully hypnotized most of its viewers through its unique magical power that it deserves (Jin, 2013). New Media With the introduction of internet, more high-tech form of communication has sprung up. This new technologies are not only very vast but also widely spread. The most widely spread new age media are the mobile phones. Others in this group include computers and the internet. Internet has now open up many opportunities that are used in mass communication. These include emailing, podcasts, blogging, internet TV among others, which are currently being used everywhere in the world. Internet as resulted in social media platforms like Facebook, YouTube, Twitter, and many others, which has made mass communication through this platform more interesting, entertaining, even faster. One of the new media that has become a boom to a human being is the mobile phone. People can now communicate anywhere at any time. phones nowadays includes smart devices, which are not only use for calling, but also for doing other works such as operating remote devices such as pumps and cars. Computers and internet are yet another new error media, which has made impossibilities possible. In this error of computers and information, you can receive almost all information within a click of a button. Computers have now included multimedia to information, which were only available in text and pictures in print format. Internet on itself has boost mass media. You can now send and receive information, voice your opinion, read news socializes among many other things through the internet. Other new media, which are now seen as vital in human life, include emails, websites, podcast, eForums, eBooks, Twitter, and blogging. Most of these Medias are applications, which use internet. In India, most issues associated with internet censorship are similar to those of traditional media such as magazines, books, music, newspaper, television, radio, music, and film (Gabara, 2006). The only different is that national borders are not restricted for most applications. Citizens of a country, which buns certain information, can still access the same on a website hosted in another country. Therefore, sensors are normally used to prevent access to information that has been bun in India. To block some websites that are not supposed to be accessible in the country, technical sensors should be used. Conclusion The different types of media are co-existent and although new media are the most effective know at present, they have not totally replaced the old media. Researches show that most people are adapting the most recent trends of media and more than half of Indians own phones. References Gabara, R. (2006). From split to screened selves: French and Francophone autobiography in the third person. Stanford: Stanford University Press. Jin, J. S. (2013). The era of interactive media. New York, NY: Springer. Mass media laws and regulations in India. (2000). Singapore: Asian Media Information and Communication Centre. Ragozin, Z. A. (1998). The story of Media, Babylon and Persia, including a study of the Zend-Avesta or religion of Zoroaster; from the fall of Nineveh to the Persian war, (continued from "The story of Assyria"). New York: G.P. Putnam's Sons; [etc.]. Ranganathan, M., & Rodrigues, U. M. (2010). Indian media in a globalised world. Thousand Oaks: SAGE. The Chicago manual of style (15th ed.). (2003). Chicago, Ill.: University of Chicago Press. Thompson, K. W. (1985). The Media. Lanham, MD: University Press of America. Read More

Presence of print media in our society has brought profound impact on what, where and why we communicate (The Chicago manual of style, 2003). Among the developments that have resulted in a different media include, include the erosion of media gate-keeping roles, the transformation of storytelling techniques, the proliferation of information and media sources. Increasingly, media consumers are becoming actively involved in the creation, dissemination, and use of media content, challenging the concept of passive content receiver.

It should also be noted that disposing of off redundant material is posing a new problem in the environment. Most people now days own electronic media such as radios, television set, and internet access which are more ecofriendly and cost effective as compare to print communication. Radio: Radio is another medium, which widely reach audience. Considerable large number of people in India tune into radio every day of every week while on their way to work and while they are working. Radios are the most effective ways of advertising.

Although radio’s popularity went down when the number of people who own television rose up, it remains one of the most reliable and effective mean of electronic communication (Ragozin, 1998). Furthermore, radio is one of the interactive mean of communication as most radio stations in India includes dial-in programs, which give an opportunity to listener to feature on the radio. Mass media laws and regulations in India (2000) confirm that with transistor's technology, radio has reached most people, be it in urban or rural areas.

In fact, the number of people listening to the radio in a rural area of India is larger as compare to those listening to radio in urban areas. In fact, radio has more advantage over media such as television and newspapers as they are portable, handy, more accessible, and cheaper. Radio is the lightest broadcast media and is easily accessible at home, car, place of work, and many other places. Radio has profound effects in human nature. It enlightens listeners and widens their horizons. The research that was conducted in India reveals that radio is the most effective media for educating especially when it is followed up with discussion and question.

Due to its high penetration to rural areas, radio is becoming a powerful media for advertisers. It gains up to three per cent of India’s budget every year and it is the cheapest alternative to television, but not a poor media for advertising. Since radio listeners are widely spread, it is the most preferred mean of advertising especially when you want to reach the local audience (Gabara, 2006). Furthermore, radio serves small and highly targeted audience, which makes radio an excellent advertising media for kinds of specialized product and services.

Television: Television is one of the most important and effective media as it appeals both the visual and auditory senses to behold the attention of the audience. It is considered to be the most distinguished and attractive media among all the different media in use today. And although television involves only a number of viewers, it has a wider range of influence among large number sponsors, entrepreneurs, and businesses as it is the most competitive kind of media in India today. In fact, advertisers in spends huge amount of money for a few second ad, especially during high viewership programs (Thompson, 1985).

Television is a glamour medium, which includes different alluring programs to its viewers, who are spread to all part of the country. It airs different attractive events such as personalities, national and international conferences, games and sports, concerts, etc. which satisfy viewers’ needs and demands. Television presents many programs of interest in a facilitated manner to its users, who have different backgrounds and likes, to ensure that they retain its attraction and glamour in enhancing approach every day.

Television has resulted in a tele-addiction among some of its users who stick to some enchanting programs (Ranganathan & Rodrigues, 2010).

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