Media are basically the communication tools or resources utilized to store and transmit data or information. The word actually refers to diverse components of this vast mass media communications field, including television, radio, publishing, film, photography, theater, advertising, telecommunication, music, and visual arts. These mediums of communication tend to overlap one another in their forms of expression and distribution, but each one also has particular characteristics of its own. In essence, media are the vehicles utilized to deliver a message to the masses.
Today’s major mediums of mass communication are increasingly influencing the agendas of societies, with the goal of changing societal norms and structures. Media influence is evident in all facets of today’s society, including politics, economics, education, health care, technology, entertainment, and social issues. Media is an important part of any society, since they provide access to diverse forms of information. They also allow the widest possible sharing of ideas and opinions on any topic, which is why they are often utilized to disseminate information and promote specific societal agendas.
Media also have high selectivity in terms of content and audience reach. However, they have significant disadvantages when it comes to distribution. They offer limited choices in terms of content, since most newspapers and televisions are controlled by large companies with deep pockets. Media companies also exert tremendous pressure on newspapers and television stations, to conform to their specific business objectives. When it comes to print media however, there is generally little opposition to high selectivity and low cost, but when it comes to Internet media high selectivity and low cost can also be disadvantages.
Print Media includes both online print publications and regular newspapers, magazines, and books. It is predominantly available in major cities and industrial hubs, though it can also be found outside major cities in college and university libraries, bookshops, radio stations, and other venues. Print media has low costs and high selectivity compared to digital media. It was developed as a means to disseminate news and information and as such it tends to focus on core topics of interest to the reader or viewer such as current events, sports, politics, education, entertainment, and more.
Digital Media refers to the audio and video that circulate throughout the Internet, while Internet video conferencing or live video streaming is referred to as multimedia. This includes the use of web cameras such as point-and-shoot or cell phones, to film or photograph anything that could possibly be relevant to the subject matter or content of the publication. There are two major categories of digital media including free and paid, although there exists a third category that is combining both the free and paid types of media. Free media is mostly distributed by local newspapers, while paid media are mostly distributed by conglomerates such as Disney, Viacom, 20th Century Fox, Time Warner, and the Walt Disney Company.
The goals of this new form of mass communication are to inform, to be informed, to express an opinion, to disseminate information, and to communicate information. While these goals are not always met there is still a general good out of it. People tend to be more likely to read something that they know has been well written and has well researched facts, rather than an article with a lot of fluff and garbage thrown in. As a result of all the ways that people use this medium of mass communication it is important that the content of the medium reaches as many individuals as possible. For this reason, experts have advised that new methods of getting the general public relations for a company to be considered.