Media and Social Impact - Essay Example

R.Preeti 3/5/2007 Media and Social Impact Introduction In today's fast-paced modern world, the media has become synonymous with satiating the entertainment, communication and networking needs of the masses. In particular, the mass media has attained revolutionary improvement and success. Today, in every walk of life, media plays a dominant role in improving and providing better quality and standard of living. The Mass Media has developed great significance in today's world. So much so that Daniel Lerner calls them 'mobility multipliers and Wilbur Schramm, well-known authority of communication addresses them as 'magic multipliers'. It has become impossible to stay away from the works and effects of the Mass Media. For instance, if one even walks past a road, one finds a number of advertisement hoardings and banners. An average home owns a television set, a computer system and a music deck, as the minimum components of media. Therefore, it is clearly evident that media has become a necessity rather than an option. The Mass Media has been defined as, "a working group organised round some device for circulating the same message, at the same time to large numbers of people" by Wilbur Schramm (Mass Communication, Illinois University Press, 1960.) Thus, the mass media is exclusive of interpersonal and group communication, since it involves the usage of technological devices. The Mass Media, in its expanded form plays numerous roles vital to man's life today. The mass media performs surveillance of the environment for information and presents the same, before the masses. In addition to this, the media also educates, creates awareness and entertains the masses. Therefore, the media has become a very important entity in man's life, in this age of globalisation! Various forms of mass media have come to the forefront, today. The print media that is inclusive of newspapers, magazines and journals, the broadcast media that comprises television and radio and new media technology that is pertinent to the extremely popular world wide web, as some of the aspects of Mass Media. Other forms include advertising and public relations. Amongst all these, the television is the most wondrous mass media technology, which later paved way for the computer system. It laid the foundation of audio-visual broadcasting, that became extremely popular and enjoys extremely vast amount of inclination today! History of Television The word 'television' comes from the combination of Greek and Latin words. The Greek word, 'tele' means 'far and the Latin word 'visio' means sight or vision. Thus, Television is a combination of these words, translating to mean that it is a device that enables viewers to see occurrences happening at a far-off place. This term was coined by Constantin Perksyi, in the year 1900. Television is commonly addressed as the TV, in day-to-day usage. The history of the Television dates back to the latter half of the 18th century, when Willoughby Smith discovered the ability of photoconductivity of the element, Selenium. This was quickly followed by the invention of the scanning disk by Paul Nipkow, in the year 1884. This scanning disk is recognised as the first television image rasterizer. In the same year, the invention and patenting of the electromechanical television, by Nipkow took place. By 1907, there were great many improvements in the tube technology, which also paved way for simultaneous transmission of images a couple of years alter. In this device, the scanner was a rotating mirror drum and the receiver was a combination of 64 Selenium cells. In 1911, a television was made by Boris Rosing that transmitted images via wires to cathode ray tubes. However, animated images were still not a part of this initial phase of the history of television. Development of Television In the 1920s, experiments in television broadcasting started taking place in the European countries and in the United States. All these experiments used the mechanical scanning disks as the basis. In the year 1923, the electronic television tube or the iconoscope was invented, which was a milestone in the history of television. In the year 1925, motion images were captured by J.L.Baird, in London. He later demonstrated the same in public to the Royal Institution, in the year 1926. Baird is considered to be the inventor of the television, today for his pioneering work in capturing motion images. In 1927, Baird transmitted signals from London to Glasgow and the following year, he broadcasted the first trans-atlantic signal transmission from London to New York. In addition to this, the following years saw the arrival of the kinescope or picture tube, television camera, etc. In the year 1928, on July 3rd, Baird also demonstrated the world's first colour transmission, which paved way for the Colour Television. In addition to this, the next few years paved way for home television sets, which became very popular. From the year 1928 to 1930, it was the era of commercial sale of television sets. This occurred in the United Kingdom, Russia and United States of America. The earliest of these sets were manufactured by Baird and were an improvisation on the radio. They contained an additional television device which comprised a neon tube behind the Nipkow disks. Between 130 to 1933, there w as a mass production of television sets and it stood testimony to the frantic excitement and popularity of the television. In the 1930s, the National Broadcasting Corporation set up a television station in New York and the British Broadcasting Corporation set up one in London. Germany and France followed suit and paved way for the establishment for television stations. They also started telecasting television programmes that would be received on television sets, at the homes of viewers. In August 1934, the world's first television demonstration of a completely electronic television was given by Philo Farnsworth. was In 1936, the Olympic Games held ay Berlin were captured and transmitted on television sets across the world. In Nazi Germany, the television was used as an instrument for political propaganda. In the year 1944, the world's first demonstration of a fully coloured television transmission and display was done by Baird, using six scanners for each picture. On February 20th, 1941, the National Broadcasting Corporation ventured into making its first field test, in colour television. The first primetime series in colour, broadcast by the National Broadcasting Corporation was 'The Marriage' in 1954. It paved way for television series and sitcoms, that are popular even today. In 1940s and 1950s paved way for the television to become a common feature in the developed countries of the world. By the year 1948, about 41 television stations were set up in the United States. This covered about twenty three cities and were received on nearly half a million television sets! Within the next ten years, the number of television stations grew to 533 and there were about 55 million television sets. The European countries, Japan and China also experienced similar growth graphs. The year 1962 was another milestone in the history of television, since it initiated the era of Satellite Communication and Television, that was enabled by the launch of the first communication satellite, the Early Bird. Intelsat and Intersputnik, the two giant satellite systems began operating in the years 1965 and 1971, respectively. This progress continued and attained phenomenal success. This satellite communication transformed the whole world into a 'global village', as Marshall McLuhan called it. Every country today, has its own earth station that transmit and receive signals from satellites. This progress did not stop here, as extremely sophisticated techniques like computer technology and optic fibre transmissions were adopted in the 1970s. Computer technology began to work in complementary conditions to the television, improvising the already popular television systems. This transformed the traditional one-way communications to two-way communication. Later, the audio-video cassettes and players, the video recorders et al paved way for the improvisation of the already existent sophisticated technology. In addition to this, the more novel closed circuit television made its way into households. Besides this, the cable television that enabled receivers to receive the signals from mounted antennas enabled better transmission and lower costs, since now, the transmission could be 'grouped'. This led to 'rediffusion' systems! Pay television and channels were the next step towards progress in the television stream. Next, the DTH or Direct To Home technology and the Digital Compression Technology have all enabled viewers to access a wider coverage of television channels, with better audio and video clarity. Thus, the television has attained great progress from the 18th century, till what it is today. The numerous experiments and inventions, perseverance and usage of the latest technological advancements to the fullest, have all been the causes behind this immense growth graphs and popularity enjoyed by the television. Today, every home can boast of possessing television sets and being able to watch the international events on their television screens, right in the comforts of their homes. However, the progress has not been uniform worldwide and therefore, the United Nations Organisation has been monitoring the transfer of technology from the developed world to the third world countries, for the enrichment of human lives, in equity, all across the world! Opportunities for Further Development of Television After the successful headlong start made by the television and its consequent splash all across the world, it may not be a hyperbole to consider the television to be one of the most successful media technologies. Right from its inception, the television has been undergoing numerous changes, alterations, adaptations and improvisations for its betterment. However, many feel that the entry and super-success of the internet and the world wide web has eluded the success of the television. Nevertheless, television still continues to be a greatly favoured media technology. The future for television technology seems to be getting all the more innovative, exciting and extremely 'magical'! With the current Liquid Crystal Monitors (LCDs) becoming the latest technology fad, television screens can be expected to become extremely slimmer, wider and larger. The viewing area is bound to be on an increase. In addition to this, the number of television sets per household is and will be on the rise. Initially, every house would vie to possess a television and in the future, every individual will posses not just one, but numerous. While the size of the television system would be getting larger and slimmer on one hand, it would also become extremely compact on the other! Television would become extremely simple technology and we shall be able to find them incorporated in various other appliances and products. Perhaps, our watches would hold a mini television screen that can be folded and opened for usage! In addition to this, the number of television channels would be on an all-time rise, with television sets providing viewing area for more than eight channels simultaneously! The remote control would become a more complicated object than the television itself! It would become wider with diverse buttons, that would provide not only to control channels and navigation through them, but also keyboards. This would be to facilitate the internet and wifi connectivity of the television systems. Pocket televisions would become as common as mobile phones in the near future and televisions with artificial intelligence would be the next big leap! In addition to this, the internet itself would provide a great way to revolutionise television viewership---video streaming that has been introduced today will pave way for television viewing on the computer itself. We would also be able to upload videos of our own, to be telecast on the television for the world to see. It would become a more interactive and user-friendly and accommodative device. Thus, television would be incorporated into other appliances and will pave way for multi-speciality and functioning objects in the near future! While the physical appearance of the television would change, the content of television programs would also undergo huge changes. Reality shows would become larger and better, drawing people from all walks of life to try their hands at it! In fact, it would become a rarity to not star on the television. This would bestow a sort of exclusivity on those who keep away from starring no television and they would become famous alright! This immense growth would fuel the need for more and better professionals in this stream, rising to greater levels in terms of employment opportunities and career-orientations. Thus, television technology would become a very sophisticated, advanced and wider area. The popularity of the internet would not hinder the progress of the television, but would only accentuate the features and options of television technology! Evaluation of Television Technology Evidently, television technology has made a revolutionary entry in our lives and has managed to occupy that special mantle. Under such circumstances, it is extremely important to measure the advantages and disadvantages of the television as a mass medium, in comparison to the other media. The advantages that the television possesses over the other forms of mass media, that gives it an upper hand are as follows: One of the biggest merits of the television is its capacity to provide audio as well as video effects. This creates a greater impact on the viewers and conveys intended messages clearly. The television possesses an extensive reach, that are not subject to hindrances by boundaries, be it national or regional, unlike radio frequencies. Thus, the television can be used to forge bilateral and multilateral relations. Through the television, there is greater scope for practical exhibition and demonstration of tasks and experiments. This is obviously not possible with the other media. The barrier of illiteracy is curtailed by the usage of television technology. Unlike the print media, the broadcast media under which television technology falls, is understood and comprehended by all, irrespective of their literacy rate. Regular updates of news and other programmes, information is possible with television technology. This cannot be done as regularly, with the print media. Emotions are conveyed through television as a medium very effectively. Besides this, the viewer feels connected to the programmes telecast, by virtue of the personalised effect of the telecast. These are the numerous advantages of television technology as a mass media. However, the television does possess some disadvantages, too, giving the other forms of mass media an upper hand: The cons are as follows: The television is a costlier form of entertainment and education, than the other media. When a telecast appears on television, it cannot be referred to, once again for future reference. The information is largely time-specific and does not hold much relevance at a later point of time. The signals could get disruptive, which can lead to disturbances and improper broadcasting, which is not a feature with the print media. The television, unlike the newspaper, journal or the radio, is importable, which means it cannot be moved easily and carried along. However, the future promises mobile television, that can overcome this flaw. Thus, television technology possesses some advantages and disadvantages over the other media technologies. Social Impact of Television Technology Television, ever since its invention and progress, has become a major part of man's life. Today, we watch the television, while performing other daily activities. Not only is it a great source of entertainment, but is also a stress-buster, in our hectic lives. While so much importance is being attached to the television, it is our bounden duty and in our best interests to know and understand the extent to which television can influence man's life in the society and the extent of the impact it can create. Impact on the family Initially, family bonding was a norm and all the members of the family would gather for at least one meal together, in spite of work and education commitments. There would exist a mutual discussion of problems, issues or even viewpoints, day-to-day experiences, etc. This would bring about family bonding and understanding, paving way for what they call 'close-knit families'. However, the invasion of the television into the drawing room, the bedroom and even the kitchen has radically cut down interaction between family members. There does not exist that old ease and bond; but has given way to 'loners'. People now would rather watch their favourite television programme, instead of conversing. This has increase the tension between couples, leading to higher divorce rates, children are deeply affected by lack of family support and this has indirectly led to an increase in the number of counsellors. This again is the effect of the growing psychological problems in children and adults, alike. This would not have been the case, if the elders could devote a little of the 'television' time to listen to the problems and grievances of their kids! However, in homes where the family possesses only one television set, it also leads to the common gathering of the members, at the scheduled time for the telecast. However, whether this encourages conversation and rapport between them, is doubtful! Impact on children Television has holds appeal in the minds of children, who possess the vulnerability to fall prey to all violence and melodrama portrayed on their television sets. Children, being immature and innocent take the values and immorality telecast on television, as a part of many programmes, to be true. The face value appeal of these programmes draws kids towards television and when it explicitly portrays and holds up violence, children follow the same with the conviction of being right! As testimony to this, number of researches show that the increase in school violence and shoot-outs bears direct co-relation with the violence portrayed on television--- a medium that is easily accessible to kids. Children, who would earlier enjoy playing with others of the same age group, now refuse to let go of their television shows, to go back to the playground. This has directly impacted the ability of children to bond. They become loners, with none as allies. This, again creates psychological problems amongst them. One of the functions of the mass media, is to impart education. However, one is aware of the content being telecast of television, today. It contains a very minute degree of educative material, majority of it being adult-oriented ones. Since this is within reach of children, they receive knowledge about adult material quite early in life. This again has indirectly resulted in the number of teenage pregnancies and abortions, sexual assaults and rapes. In addition to this, poorer academic performances are also on the rise! However, television could also be used to group children of the same age groups, when they gather to watch the same favourite shows. It could also lead to bonding among them, which could be initially fuelled by inclination towards the same content no television, which is obviously a topic of discussion among the children. In addition to this, educative programmes, if aired to a greater degree, could deeply influence children to perform well in academics, boosting their skills and interests. Quiz shows, classroom teaching shows and the like should be increased, in order to achieve this end. This could create a positive impact of their lives! Impact on Political Setup The political setup of a country can greatly influence the lives of citizens and residents of the country. This political setup, is again influenced by the role the media plays. Television is a major platform for political parties to present their agendas, election manifesto and other principles of government, since they reach every drawing room. They could easily sway voter opinion, with explicit media coverage. This could again lead to an unfair election, in terms of the excessive propaganda mechanisms. However, this can be eased out if the television assumes a regulatory function and controls the propaganda made by political parties and leaders. All parties must be given the same opportunity to present themselves, without any bias or inclinations. This could help the masses in determining the right candidates and party, that could assumes the role of forming and leading the government. Impact on culture and heritage The television can have a great impact no the culture of the society. If the shows telecast on the television uphold cultural values that do not hold any relevance to the society concerned, the public would slowly start following the culture portrayed on television, forgoing their very own culture. This is evident is the pubbing culture that has taken societies by storm, in spite of their conservative cultural roots! However, television could also be used to inform and enlighten the masses about their true cultural background and heritage. The outlining of historical events, cultural environments and other ethical and moral issues pertinent to the society can be highlighted, in order to retain the rich cultural heritage and also preserve the uniqueness of the society! Impact on Levels of Awareness It is a widely known fact that television brings all the events occurring across the world, at the feet. We can watch the cricket World Cup, taking place at the Caribbean right from home. This has led to increasing awareness about the current affairs taking place across the globe. In addition to this, we also increase out general knowledge levels, as a result of television coverage of events. However, this could also have a negative impact, since criminal and other negative events occurring across the globe could spur a number of similar activities elsewhere. For example, the shoot-out at the University of Columbia has spurred a number of similar events, with one taking place at the Deccan College of Engineering and Technology, Osmania University in Hyderabad, India. Such incidents are given excessive coverage and lead to improvised methods of committing crimes! Final Verdict Evidently, the television can have a great impact on various spheres and areas of our lives, especially, on the society as a whole. Similar individual trends in a society can alter the nature and identity of the whole society. Therefore, it is extremely important to tackle problems at the individual grass-root level, in order to avoid any negative impact on the entire society. Television is a very powerful medium and those in the industry must surely take up purgative and regulatory activities, to provide clean content for the world to watch. Besides this, individuals must use their sense of discretion and watch programmes with selectivity and quality. It always narrows down to the individual's interest in watching what is telecast on the television. One can choose to either shut of the television or remain glue d to it, in case of unwanted content being telecast! References Kumar, Keval.J, 'Mass Communication', 2006, Third Edition, Jaico Publishing House. Website: 'Mass Media', http://en.wikipedia.org/wiki/Mass_media Website: 'History of Television', http://en.wikipedia.org/wiki/History_of_television Joshi, Uma, 'Mass Communication'. Website: 'Television in Society', http://www.radessays.com/viewpaper/80658/Hamlet.html Read More