OLUSANYA DAVID EMMANUEL

F/HD/15/3910002
MASS COMMUNICATION HND 1
COMMUNICATION THEORIES MAC 321

ASSIGNMENT

COMPARE AND CONTRAST PRINT WITH BROADCAST MEDIA POINTING

OUT THE STRENGTH OF EACH.

The term print is used to refer to artifactual media produced by means of printing
technology. Print refers to the use of writing in disseminating information to the
audience.
There are different types of print media

Newspapers
Magazines

Newspapers
Newspaper is a publication issued periodically, daily, weekly and has a frequent
appearance. The main responsibility of newspaper is to produce messages, news,
articles, advertisement, etc for publication. To bring certain issues that affects its
audience to light.
Magazines
It is also a medium of mass communication and it is also a publication that is issued
periodically. It covers various aspects of human life such as social, culture, economy
and politics. It is also manufactured in a different format usually on better paper but
it generally publishes less than newspaper. Magazines are more expensive than
newspapers.
Strengths of Newspaper
1.
2.
3.
4.
5.
6.

Daily delivery: newspapers are frequent, they are delivered daily.

Reach well educated audience.
Flexibility.
Pass-along.
Can read at leisure.
Portable.

Weakness of Newspaper
1. Short life span.
2. Low quality colour reproduction.
3. Not demographically selective.

4. Cannot deliver sounds and motion.

5. Meant for literates only. (People who can read).
Strength of Magazines
1.
2.
3.
4.
5.
6.

Audience selectivity/specific audience targeting.

Durability (long life span).
Good secondary readership (pass along).
High quality colour reproduction.
Read at leisure.
Portable.

Weakness of Magazines
1.
2.
3.
4.

Long lead time.

Cannot deliver sound and motion.
Low frequency and penetration level.
Comparatively expensive.

Broadcast Media
The term broadcast media means the process of disseminating messages into the
air over an assigned frequency, then capturing the message by receiving sets and
decoding it to the audience. It involves producing and designing media contents to
appeal to a broad audience segment. Broadcast can be categorized into two:

Radio
Television

Radio
Radio medium consists of technology that transmit message through
electromagnectic or radio waves. Messages can reach more people with less cost
through radio than TV, but it is not very interactive like TV. Radio stations maybe
independent or commercial.
Television
Television consists opf both audio and visual medium which has a wide range of
audience. Commonly, a TV signal travels in a direct line of sight from the stations
transmitter and antenna to the home. A TV set is a box like device with a screen
which receives electronic signals and changes them into moving images and
sounds.
Strengths of Radio
1.
2.
3.
4.
5.
6.

Low cost production.

Universal coverage.
Selective audiences.
Messages are personal.
Portable.
Great flexibility.

Weakness of Radio
1.
2.
3.
4.

No visuals.
Short life span of messages.
No motion.
Cannot provide details.

Strength of TV
1.
2.
3.
4.
5.
6.

Allows for active demonstration of product.

Large audiences reach.
Messages stand alone.
Prim e source of news.
Combines sounds, animations, motion and colour.
Has high impact on viewers.

Weakness of TV
1.
2.
3.
4.
5.

Messages have short life span due to time shifting.

Not portable.
High cost of production.
Most stations are urban.
Long lead time.

HOW HAS THE PRINT MEDIA SURVIVED THE ONSLAUGHT OF THE

BROADCAST IN THE PAST TWO DECADES?

The advent of new media technologies complement the operation of print

media such that the management, production and distribution processes of
newspapers and magazines have been made much easier. On the other
hand, these technologies have complicated the activities and operations of
the print media by posing great challenges to their survival in terms of
reaching the audience with current news and information, and to a large
extent cause serious reduction in the revenue generated from advertising.
New media technologies also pose great threat to ethical values and
professionalism in the practice of journalism. This is to say that the impacts
of these new technologies on the operation and survival of newspapers and
magazines are both positive and negative. Garrison (1996) cited in Salman et
al (2011:7) sees the arrival of New Communication Technology as bringing
with it a set of opportunities and challenges for traditional media
professions such as journalism. Uja (2013:8) buttresses this point, stating
that the effort required in the production of newspapers and magazines
have continued to progressively diminish in the cou rse of the century due to
increasing technology.
According to Ufuophu-biri and Shoki (2008:197), the introduction of
Information and Communication Technologies (ICTs) has made newspaper
publishing easier and more effective. ICTs play pivotal role in mass media

operations generally and in newspaper publishing, particularly. Nwabueze

(2009:145) stresses the point that technological advancement has
expanded the frontiers of communication and information dissemination in
contemporary society. Nwabueze (2011) asserts that newspapers,
magazines or book publishing, like every other activity, is presently defined
by technological advancements of various types in the modern society. From
the procurement of contents to printing process, the journey of a publication
from raw to audience-consumable state has been made relatively less
rigorous, less time consuming and less frustrating by digital encounters at
one point or the other. Idemili and Sambe (2007) explain that, Nigerian
journalism has undergone enormous positive change especially in the new
millennium as a result of the introduction of Information and Communication
Technologies. ICTs have propelled all forms of news media to break away
from the established norms. This has strengthen the Nigerian mass media
and made them more professional and effective. Computerization of all mass
media organizations in Nigeria has made newspaper publishing easier, faster
and cheaper. The computerization of mass media operation makes the whole
operations less cumbersome, faster and error-proof. It will be wrong to
conclude that the path in which these evolving technologies will follow is
certain. These innovations (new media) have challenged a great number of
newspaper and magazine establishments to develop website and online
platforms where they can publish news, so as to be in line with the changing
face of journalism in the contemporary society. In a similar note, Rabiu
(2013:318) avers that, the Internet is rapidly evolving as a mass medium
and the path that it will follow is still uncertain. But it is clear that it will
incorporate a range of players. In the same vein, Salman et al (2011:3)
comment that, the long-term picture of new media or mass media
information flows is not easy to predict.
It is also important to take into cognisance the fact that the evolution of new
technologies in the media or communication industry does not necessarily
mean that the old platforms or channels are abandoned, overshadowed or
completely erased from the media landscape by the new platforms. As Talabi
(2011:15) rightly describe, no new medium can send an old one to oblivion,
it will be an extension of the old medium.
Salman et al (2011:2) support Talabis assertion when they remark that the
presence of the Internet will not replace newspapers, just as radio did not
replace newspapers and television. Daud (2008) cited in Salman et al
(2011) buttresses this fact in relation to the Malaysian media when he writes
that, mainstream newspapers in Malaysia have gone through several stages
of uncertainty and fear toward the end of 1997. This began with the
emergence of online newspapers and websites which formed part of the new

media and were made possible by the Internet. In the initial stage, the
emergence of new media made conventional media owners worry about
losing their influence and consequently, their profitability. The fear was not
only that the new media were fast, colourful and borderless, but also that
they affect the mind and psychology of readers who opt for alternative
media.
.