subject: How To Use Mass Media In A Wider Concept? [print this page] Mass Media - Massmediais that typemediawhich is intended exclusively for a large audience. It may also called a form of broadcast media, as common example of this media is television and radio, or printmedia, like newspapers and magazines. Internetmediacan also attain the status ofmassmedia, and manymassmediaoutlets maintain a web presence to take advantage of the ready availability of Internet in many regions of the world.
Function of Mass Media Mass media plays a vital role in advertising and several other tasks. These are:
Surveillance: Surveillance means constant flow of public information or news about events occurring within the country and in the world. It is the most function of mass communication. It mainly refers to the news and information role of media. They work as the sentinels or guards and efficiently guard the data. Correspondents for wire services, TV networks and newspapers are located across the globe.
Interpretation: Interpretation function is related with the surveillance function. It helps in preventing undesirable consequences of communication. These days mass communicators have realized their responsibility to evaluate and interpret events accurately for the reader. Firstly they select the important news and issues for the attention of the people and then they provide information of the events. These media persons provide information on the ultimate meaning and significance of these events.
Advertising: Mass media is very helpful in the field of advertisement. Among various advertising techniques advertising through mass media may be the best solution. It is very important to include role of mass media in your media plan phase as it can change the equation of marketing.
Entertainment: Entertainment is the most common function of all media functions.This helps people to make their recreational and leisure time more enjoyable by providing various means of enjoyment. Media content is designed in such a way that it appeal to the lowest common denominator of taste.
Linking: The mass media has the ability to link together different elements of society that are not directly connected by a common channel. Media can create new social or professional groups by linking together the people of same interest or common hobby. This function is also called 'public making' or group making ability of the mass media.
Value Transmission: The transmission of values is a less used but an important function of the mass media. It is also called socialization function. Our society is portrayed in the mass media and by seeing, watching or reading this people learn which are the important values. Thus media present various role models which people try to imitate and they can also learn values of their role model. Thus, they are helpful in teaching the social values to the peoples.
Marketing: By the help of mass media we can enhance the marketing of any product or service. The correct marketing plans are those who follow the current trends of media. Mass media has the capability to make or break the reputation of any company as it has a higher impact over a large number of people. Digital marketing agencies are well aware of this fact and hence they behave accordingly.
