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INTRODUCTION: The mass media are diversified media technologies that are intended to reach a large audience by mass

communication. The technologies through which this communication takes place varies. Broadcast media such as radio, recorded music, film and television transmit their information electronically. Print media use a physical object such as a newspaper, book, pamphlet or comics, to distribute their information. Outdoor media is a form of mass media that comprises billboards, signs or placards placed inside and outside of commercial buildings, sports stadiums, shops and buses. Other outdoor media include flying billboards (signs in tow of airplanes), blimps, and skywriting. Public speaking and event organising can also be considered as forms of mass media. The digital media comprises both Internet and mobile mass communication. Internet media provides many mass media services, such as email, websites, blogs, and internet based radio and television. Many other mass media outlets have a presence on the web, by such things as having TV ads that link to a website, or distributing a QR Code in print or outdoor media to direct a mobile user to a website. In this way, they can utilise the easy accessibility that the Internet has, and the outreach that Internet affords, as information can easily be broadcast to many different regions of the world simultaneously and cost-efficiently. The organizations that control these technologies, such as television stations or publishing companies, are also known as the mass media. In the late 20th Century, mass media could be classified into eight mass media industries: books, newspapers, magazines, recordings, radio, movies, television and the internet. With the explosion of digital communication technology in the late 20th and early 21st centuries, the question of what forms of media should be classified as "mass media" has become more prominent. For example, it is controversial whether to include cell phones, video games and computer games in the definition. In the 2000s, a classification called the "seven mass media" became popular. In order of introduction, they are: 1. Print (books, pamphlets, newspapers, magazines, etc.) from the late 15th century 2. Recordings (gramophone records, magnetic tapes, cassettes, cartridges, CDs, DVDs) from the late 19th century. 3. Cinema from about 1900 4. Radio from about 1910 5. Television from about 1950 6. Internet from about 1990 7. Mobile phones from about 2000

Each mass media has its own content types, its own creative artists and technicians, and its own business models. For example, the Internet includes web sites, blogs, podcasts, and various other technologies built on top of the general distribution network. The sixth and seventh media, internet and mobile, are often called collectively as digital media; and the fourth and fifth, radio and TV, as broadcast media. Some argue that video games have developed into a distinct mass form of media. Mass media encompasses much more than just news, although it is sometimes misunderstood in this way. It can be used for various purposes:

Advocacy, both for business and social concerns. This can include advertising, marketing, propaganda, public relations, and political communication. Entertainment, traditionally through performances of acting, music, sports, and TV shows along with light reading; since the late 20th century also through video and computer games. Public service announcements and emergency alerts (that can be used as political device to communicate propaganda to the public).

Mass media play a significant role in shaping public perceptions on a variety of important issues, both through the information that is dispensed through them, and through the interpretations they place upon this information. They also play a large role in shaping modern culture, by selecting and portraying a particular set of beliefs, values, and traditions (an entire way of life), as reality. That is, by portraying a certain interpretation of reality, they shape reality to be more in line with that interpretation. Mass media also play a crucial role in the spread of civil unrest activities such as anti-government demonstrations, riots, and general strikes. That is, the use of radio and television receivers has made the unrest influence among cities not only by the geographic location of cities, but also by proximity within the mass media distribution networks. Mass media" is sometimes used as a synonym for "mainstream media", which is distinguished from alternative media by the content and point of view. Alternative media are also "mass media" outlets in the sense of using technology capable of reaching many people, even if the audience is often smaller than the mainstream. In common usage, the term "mass" denotes not that a given number of individuals receives the products, but rather that the products are available in principle to a plurality of recipients.

NEED OF STUDY: Mass media has become an integral part of our lives and can not be separated from our life. Particularly for the urban people, the need for information is more important than ever. Our values and way of life in the society in this information era are strongly influenced by the mass media like newspapers, TV, radio, video, and the internet. Mass medias influence on peoples lives is even greater and deeper than many kinds of state indoctrination or priests sermons from the pulpit in the church .The full range of unfiltered media is now available to most of us by using a parabola and satellite transmission. We can buy many kinds of videos freely. Access to the internet is easy and inexpensive almost everywhere. We can find many kinds of information using the internet technology..It is worth remembering that there have been three important revolutions in recent history, i.e. agrarian revolution in farming, industry revolution in mass production and information revolution that provides global access. We are now in the midst of the information revolution. Due to continuing developments in media technology, we are flooded by a huge volume of non-stop information. Most of this information comes to us without a filter or censor. The information can be positive and negative. It is important for all, and particularly teenagers, to be able to look critically at the information and the sources and make positive choices. Having a critical attitude means that we can distinguish between positive and negative information and make choices that will give us information that will benefit us and our society. Media is the most powerful tool of communication. It helps promoting the right things on right time. It gives a real exposure to the mass audience about what is right or wrong. Even though media is linked with spreading fake news like a fire, but on the safe side, it helps a lot to inform us about the realities as well. Media is one of the most useful essence of human life. We speak of mass media, of media revolution and of living in a media society. We are overloaded with all these letters, sounds and films, pixels, headlines, jingles. When we use the term media in this context we speak of print and electronic media, the so called mass media. Media affect our modern life in nearly every way. With a turn of a magazine page or an easy flip of the TV channel there at our disposal is a huge array of potential identity replicas.

Media have two further important tasks: entertainment and creating topics of conversation. It sounds sarcastic but this is a main reason why people for example watch TV: to be able to have conversations with lots of people, even if they have no other similar hobbies. Furthermore it raises your status if you are informed, to be subscriber. Sociologists warn against a so called knowledge gap. This means that a gap develops between people who are informed and take part in cultural and perhaps intellectual life and people who are not. Perhaps you could compare this knowledge gap to the often recited poverty gap. Mass media have big influence on our all day life, whether we want it or not. They set trends and spread them, they influence our way of thinking in an enormous way and they have a long arm in political issues. These characteristics are more positive than negative as long as some conditions are fulfilled: first a wide diversity of media, second no oligopolies/monopolies and of course freedom of press, third fulfilment of medias main tasks information, political education and control. In former times politicians made policy and the media reported on it. Today media makes policy and the politicians put it into execution. In this manner mass media has many needs and importance too in peoples daily life . When we connect with the media, we act and are acted upon, use and are used by the system. Main work of media is to inform the people. This relates to our form of government: In a democracy the demos should know what goes on in the world as it is the one, that decides. A modern democracy cannot work without the media which are an agent between public and state, the Latin word medius describes a status in the middle and that is exactly where we can find media: between two entities of communication. Information is always a balancing act between objectivity and subjectivity. On the one hand media have to inform about all important happenings and keep the information as neutral as possible. On the other hand media should also be a platform for groups and organizations that are not mainstream. It should control and criticize not only political parties but also society. Concerning this control function it is important to have a variety of media horizontal and vertical, both different types of media such as TV and newspapers and different providers of information. Due to the control function we call media the forth force in a contemporary democracy.

DISADVANTAGES OF MASS MEDIA: The power of mass media beggars description. It can directly influence on people and create or change public opinion promptly. Mass media can greatly affect the people of society of the world. Mass media can directly affect peoples fashions and culture. Sometimes we wear such kind of dress that wears famous actors or singers. We try to behave like them. We try to gesture like them. We cannot deny that the mass media have a great contribution to shape our ways of life and thinking. What we watch on TV, newspaper and magazines affect our thinking world. All these we can observe by the mass media. Mass media directly or indirectly influences the political, social, economic and values. The whole world has become a global village due to media. Today the powerful effects of media have spread in every society of all over the world. In spite of having, all these importance mass media have some demerits too. Sometimes, mass media creates misunderstanding among the people providing false and baseless news. Besides, satellite channels often telecast some vulgar programs that damage the moral character of the young generation. People who watch violent films through mass media, commit crimes easily and engage themselves in illegal works. It is true that people regularly exposed to violent media usually grow up to be completely normal people. But, the number of these people is very few because all people of a country or society do not follow or observe mass media. Besides, a large group of people in a society is out of modern technology. Mass media invariably carry common headlines even though they have correspondents at different cities. They speak the language that is acceptable by the ruling sections. They escape from all sensitive issues while reporting. No media can function unbiased, risking their existence. Freedom of press is a misnomer. Media is indirectly controlled by money power and muscle power. Media cannot have their own defence system to protect its reporters who can face threats and blackmail. Therefore, it can be said that only mass media is not main factor to commit any kind of criminal acts. Therefore, the using of mass media should be significant and for the betterment of the society.