Mass Media
Mass media are channels of mass communication or, less frequently, a single channel that
reaches a wide audience with information, viewpoints, advocacy, propaganda, ads, artwork,
entertainment, and other forms of expression. Print, radio, television, film, video, audio
recording, and the Internet particularly the World Wide Web and social media based on the
Internet have all been considered mass media in the broadest sense of the word.
In addition, the term "mass media" can also refer to a broad category of public or private
entities, such as newspapers and wire services, periodicals, book publishers, libraries, radio and
television networks, film studios, and record labels, that create or distribute specific kinds of
expression through these mediums. Interestingly, mass media organizations that were previously
limited to earlier-established technology now have various platforms thanks to the Internet as a
mass communication tool since the late 20th century. For instance, it is now typical for books,
periodicals, and newspapers to be published online or through Web-based applications (some
publishing companies have even given up on print media entirely), and for films, TV shows, and
music videos to be available on specific websites or through specialized streaming services.
Characteristics of mass Media:
Over the years, the impact of mass communication has increased drastically because of the
improvements made. Hence, it’s crucial to know the main characteristics of mass media, and
they are as follows:
it can appeal to a wide target audience.
it communicates a public message.
there’s a distance between a source of information and those who obtain it.
it can be transmitted through various channels, such as TV, the internet, radio, and
newspapers.
it has a heterogeneous audience.
news or information communicated through TV, radio, and print media can’t receive
feedback.
It’s essential not only to know these features but also to be aware of mass media types, so let’s
jump into the next section.
Types of Mass Media:
There are many different types of mass media, including books, newspapers, radio, social
media, pamphlets, and streaming services. We do, however, identify four primary categories of
mainstream media.
Printing Media Billboards and coupons are just two examples of this age-old and simplest
method of reaching a large audience. Newspapers were the main information providers and were
originally referred to as print media. This kind of media also included books, magazines, and
journals.
Outdoor Media. An outstanding example of contemporary outdoor media is ambient marketing.
Unusual objects and settings are used by brands to advertise their goods. Consider Folgers as an
example. Manhole covers were utilized by this coffee manufacturer to advertise coffee
distinctively and strikingly.
Broadcasting Media. A scattered audience receives audio and visual content through the use of
electronic broadcasting means. Media platforms such as games, radio, video, and television cater
to a diverse range of individuals with varying interests, ambitions, backgrounds, and ages.
Digital Media. By 2021, there will be 4.66 billion active internet users globally, demonstrating
how reliant on digital media we all are. Nowadays, companies use websites, YouTube, podcasts,
and other media to advertise their products and services. In addition, businesses frequently use
Facebook advertising and Instagram marketing to promote their goods.
Example:
CNN :
CNN is a multi-media television network that focuses on international news. In the US
and throughout the world, people may get the most recent breaking news and information about
politics, the corporate world, the weather, and more.
Political Participation
Any number of voluntary actions made by the public to directly influence public policy
or to alter the choice of those who make such policies are collectively referred to as political
participation. Political engagement, though usually connected with casting a ballot, encompasses
various activities like working on political campaigns, contributing funds to candidates or causes,
interacting with public authorities, petitioning, demonstrating, and collaborating with others on
issues.
Key Points:
Taking Part in Politics
Any number of voluntarily undertaken actions by the public to influence public policy is
referred to as political participation.
In addition to casting a ballot, political participation might involve working on
campaigns, making financial contributions to candidates or causes, interacting with public
figures, petitioning, and protesting.
The degree to which a country's inhabitants engage in politics is sometimes used to gauge
how well-functioning their democracy is.
American voter turnout is among the lowest of all the major democracies in the world,
largely due to political apathy, or an outright lack of interest in politics or governance.
Voter Participation
Voting is the main way to engage in politics and is seen as one of the most powerful
displays of patriotism. Voting is the only political activity that gives more people's thoughts a
voice. Every citizen has one vote, and every vote is equally important, according to one of the
fundamental tenets of participatory democracy.
Participation Outside of the Polls
Voting is a significant way for citizens to participate in politics, yet it only happens
sometimes. In addition to voting, citizens can participate in politics in some other ways, each
requiring a different commitment of time, resources, and expertise.
Making an Appeal to Public Authorities
One essential way to get involved in politics is to voice your thoughts to elected officials.
Public opinion is a topic that most politicians are quite interested in. Elected leaders agree that
in-person meetings or well-written letters are still more effective, even though email has made
the procedure simpler and less expensive.
Activism and Protest
As another form of political participation, public protest and activism may involve
unconventional and sometimes unlawful actions intended to bring about change in social,
political, or economic policy.
Indifference to politics
The best way to characterize political indifference is as a complete lack of interest in
politics and in taking part in political events like voting, candidate rallies, public meetings, and
election campaigns.
Apathy is a major issue since the level of citizen participation in politics is often used to
assess the health of a country's governance. Democracy fails to serve the interests of its people
when they don't engage in politics. The "squeaky wheel gets the grease" effect occurs when
public policy favors the less apathetic population over the more apathetic population.
Insufficient knowledge about politics and governance is frequently the root cause of
political indifference. Voting and the advantages and disadvantages of proposed government
programs are of little interest to politically indifferent individuals. They frequently don't think
that making the effort to learn about politics will benefit them personally.
Still, it is possible for someone with a deep understanding of politics to choose to be
willfully indifferent to it. Political abstention, which is the conscious choice to stay out of
politics to convey a message to politicians, should be distinguished from political apathy in this
context.
Political Participation in Pakistan and the Landscape of Pakistani Youth: A Survey (Dated:
February 14, 2024)
For Pakistanis, economic issues are the most important national priorities. The greatest
priorities are found to be health and education, with the military meddling in politics
being seen as the least important. In aided answers, health and education are prioritized
most, with considerable gender disparities.
The army is the institution that citizens trust the most (74%), followed by the Supreme
Court (58%). The Election Commission (42%) and the media (54%) are the least trusted
by the public.
In the elections, 70% of Pakistani young say they will cast a ballot, despite their lack of
political awareness. Two out of every three Pakistanis anticipate free and fair elections,
and three out of every four think the country will go in the right direction.
From 2018 to 2024, one in five Pakistanis changed their favored political party.
Candidates who uphold high ethical standards, honesty, and integrity are given
preference by voters.
The majority of young people in Pakistan think that elections won't have a big impact on
their day-to-day life.
Three out of five youth believe that political leaders do not know their problems or
priorities; this opinion is more prevalent among women, people living in rural areas, and
people who are in Islamabad.
The majority of young Pakistanis do not want to immigrate; those who want are
primarily guys from higher social classes.
The most popular information sources are word-of-mouth, social media, and television.
When it comes to consuming news, men choose social media and women's TV.
Among young people, WhatsApp is the most popular social networking app (46%),
followed by Facebook (40%), and Twitter (8%).
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Examples. Retrieved from https://www.thoughtco.com/political-participation-definition-
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