How Does Mass Media Impacts On The Present Generation?

Mass media enjoys a prominent role in our lives. There are various profound effects of mass media on society at large. Media tends to influence, and it's obvious; however, it also depends on how the audience perceives things. Radio, television, cable, newspaper, and theater are all considered as 'mass media. These tools involve the exchange of opinions and public involvement. Today the list of mass media also embraces pagers, satellite, electronic mail, internet, mobile phone, and computers. Unlike the other mass media tools that work as transmission technologies transmitting information from one source to many receivers, these new additions are interactive, working more on the person-to-person formula. As the name suggests, 'mass media' revolves around the masses-the people.

Although cinema, radio, television, and press take center stage in mass media, the role of books, magazines, posters, billboards, pamphlets cannot be discounted. The reach of these tools extends to enormous, varied masses of the populace living across the spread of the country. Newspaper, Television, Radio all cater to the mass audience and, as such, must accommodate the taste of the masses, which might not be very refined or sophisticated. This results in mass media often showcasing and promulgating popular culture. With the television and radio having reached the interiors, mass media in India today enjoys extensive coverage. With the language of media not being restricted to Hindi and English and encompassing regional language, mass media in India today really enjoys 'mass' status.

The function of mass media is to primarily reach out to the masses and equip them with information. Other than this, mass media also scrutinize and observe the surroundings by giving us information in the form of news about the goings-on in society. The latest news updates keep the masses posted about the happenings in their own land and around the world as well. The media also helps to disseminate and interpret information. For example, weather forecasts allow farmers to plan. News ao tidal wave activities and storms keep fisherman from going from fishing. The media also helps to keep the fabric of our social heritage intact by organizing various programs that showcase our customs, our myths, and our progress as a civilization.

Advertising is another by-product of mass media. It helps sell goods and services through commercials and sponsorships. The media also helps in spreading social awareness. Whether it is anti-smoking propaganda or the empowerment of women, the promotion of a greener environment, or the girl-child's education, media works relentlessly to put across social messages. The media remains unparalleled in its services as a mode of entertainment.

Television today, with numerous channels in varied languages, serves to dish up entertainment to almost everybody. It provides millions with a cheap source of relaxation and a means to kill time as well. For many, it is momentary transportation from their sad ordinary lives into the dream world of designer clothes and flashy cars. Mass media remains the undisputed king in reaching out to the masses. Whether using a serial that subtly passes on the message of the good triumphing over the evil or by a news relay that shows the nabbing of a terrorist, the media manages to put the message across.

However, one must understand that media is a tool and for this tool to be effective, the involvement of the masses is essential. Mass media remains, therefore, just a means to an end.

To know more about the effect of Mass media view:https://en.wikipedia.org/wiki/Influence_of_mass_media.